Home service businesses: get found, run better, grow stronger.
Business coaching, marketing and operations for HVAC, plumbing, electrical, roofing, landscaping and other trades — from people who operate a service business, not just advise them. Diagnosed first with the Growth Score, then implemented.
Why home services is our flagship.
Because it is the business where all three pillars matter at once. A home service company wins or loses on local search and reviews. It leaks leads between the phone and the truck. And it lives or dies on technicians, seasons and margin — with an owner who started on the tools and is now expected to run a company.
Fieldstone is run by people who operate a service business. The missed calls, the shoulder-season calendar, the estimate that went quiet, the technician who is great with customers and terrible with paperwork — none of it is theoretical to us. That is why the advice comes with the system built and the scorecard on the wall.
Home services is the flagship, not the whole company. The same three pillars serve other owner-led businesses — but this is where we start with the most already known.
The three pillars, applied to a service company.
Marketing brings the call. Systems keep the lead. Operations turn the truck into a business.
- Local SEOService-area pages that rank, not one page that mentions every town.
- Google Business ProfileCategories, services, photos, posts and Q&A kept current — the listing does most of the selling.
- ReviewsA review ask after every job, in the technician's workflow, not the owner's memory.
- WebsiteFast, mobile, phone number everywhere, a form that reaches a human in minutes.
- Missed-call text-backA missed call gets a text within seconds, so the caller doesn't dial the next company.
- Estimate follow-upEvery unclosed estimate followed up automatically at set intervals until it closes or dies.
- Dispatch-to-reviewJob closed in the field → review request sent → response drafted. One flow, no memory required.
- Pipeline & dashboardCalls, booked jobs, estimates, closes and reviews on one screen the owner can read on a phone.
- Technician scorecardsRevenue per day, callbacks, reviews earned, options presented — per tech, per week.
- Service manager developmentTurning your best tech into a manager who can dispatch, coach and hold a standard.
- Seasonal planningA plan for the shoulder seasons written before the busy season ends.
- Pricing & marginMargin by job type, membership pricing, when to say no to work.
- Exit & acquisition readinessGetting ready to sell, evaluating a roll-up or an acquisition, and the EBITDA work that matters to a buyer.
Most service companies don’t have a lead problem.
They have a follow-up problem.
Which is why the diagnosis comes first. The Growth Score puts a number on all four categories, so the money goes to the constraint — not to more ads on top of a leaky bucket.
Are you the obvious choice in your service area, or one of twelve? Positioning, reputation, what makes you the safe call.
Calls, forms and profile actions. Local rankings, review count and recency, website conversion, whether the phone rings in the shoulder season.
What happens after the phone rings. Missed calls, estimate follow-up, dispatch, invoicing, review requests — and how much of it depends on someone remembering.
Technician scorecards, the service manager, the weekly meeting, seasonal plan, pricing and margin. Whether the owner runs the company or the company runs the owner.
The full four-category diagnostic is the Growth Assessment. The website and Google side of Demand is graded instantly by the free website score and in depth by the $49 Digital Visibility Audit.
Coaching by trade.
The pillars are the same. What gets measured, and what usually breaks first, is not.
HVAC business coaching
HVAC lives and dies on the shoulder seasons and on the replacement conversation. We work on the maintenance-agreement base that smooths the calendar, on the split between service margin and install margin, and on how technicians present replacement options without becoming salespeople.
The scorecard usually carries booked-call rate, agreements sold per tech, install close rate and average ticket — reviewed weekly, not at year end.
Plumbing business coaching
Plumbing is emergency-driven, which means the phone and the after-hours process are the business. Missed-call text-back, dispatch that keeps the customer informed, and a review request the moment the job closes matter more here than in almost any other trade.
We also work on the mix — drain and service calls versus remodel and repipe work — and on presenting options so the average ticket reflects the value of showing up fast.
Electrical contractor coaching
Electrical contractors juggle service calls with project work — panel upgrades, EV chargers, generators, small commercial — and the two need different estimating, scheduling and margin discipline. Quote turnaround and follow-up decide most of the project work.
Licensed labour is scarce, so hiring, role clarity and keeping good electricians are operations problems we take as seriously as marketing.
Roofing & landscaping business coaching
Roofing and landscaping are seasonal and estimate-driven: the estimate close rate is the business. We work on the follow-up between quote and decision, on crew scheduling around weather, and on capturing the review at completion while the homeowner is still looking at the finished work.
Cash flow across the season and a winter plan — maintenance contracts, snow, off-season marketing — get built into the annual plan rather than improvised in November.
What we measure.
The home-service scorecard we build most often. Yours will be five to eight of these, not all ten — a scorecard nobody reads is decoration.
- 01Booked-call rateOf the calls that ring, how many become a job on the schedule.
- 02Missed-call rateHow many calls go unanswered — and how fast the text-back reaches them.
- 03Estimate close rateEstimates issued vs. estimates won, by estimator and by job type.
- 04Follow-up speedTime from missed call, form or open estimate to the first human or automated touch.
- 05Average ticketRevenue per job, by trade line and by technician.
- 06Review velocityNew Google reviews per week, and the share of closed jobs that produced one.
- 07Revenue per tech-dayWhat a technician's day is worth, and who needs coaching.
- 08Callback rateJobs that needed a return visit — the quality number.
- 09Membership / agreement baseMaintenance agreements active, sold, and lapsed.
- 10Gross margin by job typeWhich work makes money. Read from the P&L, not from feel.
Built in a spreadsheet or on your dashboard under Run better, reviewed weekly under Grow stronger.
Where we work with service companies.
Based in Southwestern Ontario. In person across Chatham-Kent, Windsor–Essex, Sarnia–Lambton, London and Metro Detroit. Remotely, we work with service-business operators across the US, Canada and Australia.
Asked by every service company.
Why do you focus on home services?
Because it is where the three pillars matter most, all at once. A home service company wins on local search and reviews, loses leads between the phone and the truck, and lives or dies on technicians, seasons and margin. Fieldstone is run by people who operate a service business, so the problems are familiar and the fixes are practical.
Do I have to buy all three pillars?
No. Most home service companies start in one place — the free website score, the $49 Digital Visibility Audit, a Google Business Profile audit, or missed-call text-back — and add only what the diagnosis supports. The Growth Score exists so you fix the constraint first, not the thing that is easiest to sell.
What does home service business coaching cost?
Fieldstone Advisory is scoped on a growth call and put in writing before you spend anything. Fixed-price products are listed on the pricing page: the $49 Digital Visibility Audit, the $99 Google Business Profile audit, Review Growth at $299 a month, and website design from $299 a month.
Which trades do you work with?
HVAC, plumbing, electrical, roofing and landscaping most often, plus other residential and light-commercial trades — renovation, restoration, garage doors, pest control, cleaning. If the business runs on calls, estimates, technicians and reviews, the playbook applies.
Do you replace my field service software?
Not necessarily. Dispatch, invoicing and job management can stay in whatever you run — ServiceTitan, FieldEdge or another platform. Fieldstone builds the lead-side systems around it — missed-call text-back, estimate follow-up, review requests, pipeline and dashboard — either on the Fieldstone platform or inside your existing CRM where it can run the process, and coaches the team on the numbers it produces. In a lot of cases we can also set up and configure ServiceTitan or FieldEdge directly, not just work around them.
Do you work with private equity or roll-ups in home services?
Yes. Home services is one of the most active trades for consolidation, and we work both sides of it: getting an owner-operated HVAC, plumbing, electrical, roofing or landscaping company ready to sell, and, under contract with brokers, boutique private equity firms and platforms, on due diligence, deal prep, data cleanup and post-close integration for an acquisition. See Exit & acquisition readiness under Grow stronger.
Where do you work?
Fieldstone is based in Southwestern Ontario and works in person across Chatham-Kent, Windsor–Essex, Sarnia–Lambton, London and Metro Detroit. Beyond that, we work remotely with service-business operators across the US, Canada and Australia. Ride-alongs and planning days are in person; the weekly work runs either way.
Busy is not
the same as profitable.
Prefer to write? admin@fieldstone.digital or text (548) 488-3395.