Customer loyalty doesn’t happen by accident, especially in the home improvement industry, where trust, reliability, and word-of-mouth referrals can make or break a business. Since retaining customers is more cost-effective than constantly chasing new leads, it’s often the key to success.
Below, five home improvement business owners share the real-world strategies they use to keep customers coming back time after time.
Prioritize trust over commissions
Blooma Tree Experts has built strong customer loyalty by moving away from commission-based sales, which is common in home improvement trades. Since Blooma’s arborists aren’t paid on commission, they provide unbiased, expert advice and recommend what’s truly best for the customer, even if that means no work is needed.
“Tree care clients are looking for expert guidance, not a sales pitch,” said Kaustubh Deo, Owner of Blooma Tree Experts. It’s similar to going to a doctor: You want to know the advice you’re getting isn’t influenced by commission incentives.
While this approach doesn’t always generate an immediate sale, customers remember the honesty and return when tree work is actually needed, creating long-term loyalty and valuable referrals.
Communicate clearly with visuals
Local Roots AC and Plumbing believes in consistent service and clear communication rather than shortcuts. The team focuses on transparency by explaining issues upfront and supporting recommendations with visual proof, such as photos of damaged components or blocked drain lines. They also follow up with customers after each job, send seasonal maintenance reminders, and show respect through punctuality and thorough cleanup.
“Loyalty is the product of consistent service, not bribes. When we communicate openly, follow up, and take care of customers’ homes, trust grows and that trust turns one-time jobs into long-term relationships and referrals,” explained Chris Hays, Owner of Local Roots AC and Plumbing.
By being responsive to all customer inquiries through one contact, we’ve seen far greater referral business and repeat work than any reward or incentive program could ever provide.Ethan Heine, President and CEO of Suntrek Solar
Follow up and stay top of mind
Ethos Roofing & Restoration doesn’t forget about a customer once they complete their service. They stay connected with them through seasonal reminders for roof inspections and gutter maintenance, as well as guidance on preventative care or urgent repairs.
If they happen to have a storm-damage claim, the company also assists with insurance claims, including documentation and adjuster negotiations, saving customers both time and stress.
“People appreciate it when a contractor stays connected and takes care of their home long term,” said Constantine Anest, Owner of Ethos Roofing & Restoration. This approach not only earns loyalty but turns clients into advocates who return for future work and refer the company to their neighbors.
Provide a single point of contact
Suntrek Solar doesn’t make customers jump through hoops to get their questions answered and concerns addressed. Each customer receives a single point of contact, paving the way for clear communication, consistent service, and a reliable resource at all times.
“By being responsive to all customer inquiries through one contact, we’ve seen far greater referral business and repeat work than any reward or incentive program could ever provide,” explained Ethan Heine, President and CEO of Suntrek Solar.
The company’s combination of personal attention, follow-through, and ongoing communication has helped them create lasting relationships and loyal customers.
Dig deeper and think beyond the fix
Mountain Standard Plumbing trains technicians to look beyond the immediate problem and understand the underlying reason a customer may be calling. By identifying the real concern, such as indoor air quality affecting a child’s allergies rather than just a clogged drain, the team provides solutions that address the bigger picture.
This approach not only solves the customer’s problem but also opens opportunities for recurring services and referrals. “We’ve learned that when you focus on the ‘why’ behind a service call, you become unforgettable,” said Devin Conley, Founder and CEO of Mountain Standard Plumbing.
Customers remember when you go beyond the immediate fix and show them you genuinely care, and that trust turns into loyalty, recurring business, and referrals.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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