In the home services industry, your craftsmanship is important, but it’s only part of the equation. Even the most talented painting or flooring professional won’t grow their business without visibility and consistent marketing. Customers can’t hire you if they don’t know you exist, which is why your marketing strategy is just as crucial as your brushstrokes or sanding technique.
Marketing doesn’t have to be complicated, but it does need to be intentional. It’s not just about throwing ads online or printing flyers. It’s about showing up where your customers are looking, proving your value, and making it easy for them to choose you. Whether you’re just starting your journey as an A&P Painting and Flooring franchise owner or already working to expand your reach, marketing is what drives real growth.
The good news is, you don’t have to reinvent the wheel. With a few focused strategies, you can attract more local clients, win bigger projects, and build a brand that people trust. Here’s how to market your franchise effectively without wasting time or money.
Be Easy to Find Online
Today’s customers almost always begin their search for home services online. If your business doesn’t show up when someone types “painters near me” or “flooring contractors in [your city],” you’re invisible to potential clients. That’s why having a strong online presence is essential in this industry. It’s not just about having a website, it’s about being found.
Start by setting up and optimizing your Google Business Profile. This is what shows up in local search results and on Google Maps. Fill out every section, add your service area, upload high-quality photos, list your services, and make sure your hours and contact info are accurate. Google uses this information to determine how relevant you are to searchers in your area.
Your website should also be optimized for local SEO. That means using keywords like floor refinishing service, hardwood flooring installation, interior painters, and licensed painting professionals. Each of these terms should appear naturally on service pages, in meta descriptions, and even in your blog content if you’re using one. Search engines love fresh, relevant content, so keep your site active and up-to-date.
Encourage happy customers to leave reviews. A handful of 5-star Google reviews can dramatically increase your visibility and give prospects confidence in your business. Make it part of your follow-up process, after a successful job, thank your client and kindly ask for a review. It’s one of the easiest (and most powerful) ways to improve your local reputation.
Show the Transformation
One of the most effective ways to earn trust is to show your work. Customers want to see proof before they commit to hiring you, and there’s no better proof than before-and-after photos. Whether you’ve restored an old hardwood floor or given a business a fresh exterior paint job, these visual transformations speak louder than words.
Create a habit of documenting your projects. Snap a few “before” shots before you begin, and then capture the results once the job is finished and clean. Use natural light when possible, and showcase the details, smooth brushwork, clean lines, and shiny finished floors. You don’t need a professional photographer; a good smartphone camera and a steady hand go a long way.
Post these photos regularly on your website, Google profile, and social media accounts. Label the project with details like the type of service, city, and materials used. This not only builds trust but also helps with your SEO. A post like “Residential Floor Sanding in Asheville, NC” can help your content get picked up in local searches.
Over time, this visual content becomes a portfolio you can proudly share with potential clients. It gives them the confidence that you’ll deliver what you promise, and it sets you apart from competitors who don’t take the time to showcase their results.
Run Social Media Ads That Convert
Social media can do a lot more than build brand awareness; it can generate real, qualified leads if used effectively. Platforms like Facebook and Instagram are where many homeowners and property managers spend time, and with the right ad strategy, you can reach them exactly when they’re thinking about renovations or maintenance.
Start with a clear goal for your ads. Are you promoting a seasonal service, offering a discount, or simply trying to build your audience? Use compelling images, especially those before-and-after shots, and simple, benefit-driven messaging. Highlight specific services like residential painting, floor refinishing, or commercial painters to attract the right audience.
Target your ads to specific zip codes or cities in your franchise territory. You can also filter based on home ownership, income level, or recent home improvement interests. This ensures your ads are seen by the people most likely to need your services. Don’t forget to include strong calls-to-action, like “Book Your Free Estimate” or “Message Us for a Quote Today.”
Track performance over time. Facebook Ads Manager offers insights like click-through rate, cost per lead, and ad relevance score. Use this data to adjust your approach. With even a modest budget, social media ads can become a steady lead source if you consistently test, learn, and improve.
Promote Based on the Season
Homeowners and business owners often schedule upgrades or maintenance based on the time of year. If your marketing aligns with what people are already thinking about, it feels timely, relevant, and more likely to spark action. That’s why seasonal marketing can be such a powerful strategy.
In the spring, promote exterior painting as people prep homes for sale or boost curb appeal. Highlight how a fresh coat of paint increases property value and makes a strong first impression. During the summer, focus on flooring projects, when families may be traveling or spending less time at home, making it the perfect time for installations and refinishing.
Fall is ideal for interior updates as clients start planning for the holidays and cozy indoor living. Market services like interior painting and hardwood floor sanding help create warm, inviting spaces. In winter, target commercial clients—offices, restaurants, and retail stores often take advantage of the slower season to make upgrades before the next business rush.
By shifting your messaging throughout the year, you keep your services top-of-mind and create a sense of urgency that drives inquiries and bookings.
Don’t Overlook Commercial Work
It’s easy to focus all your energy on residential jobs, especially when referrals and reviews come quickly from homeowners. But commercial projects offer another level of opportunity. They tend to be larger, more consistent, and often lead to repeat business or ongoing maintenance contracts.
Start by identifying commercial buildings in your territory—office parks, retail centers, apartment complexes, or local businesses that may need interior painting, floor refinishing, or other upgrades. Reach out with a tailored pitch highlighting your experience and ability to work around business hours with minimal disruption.
Networking also plays a big role here. Join local business groups, attend chamber of commerce events, and build relationships with property managers, realtors, and contractors. Commercial clients value professionalism, clear communication, and dependable scheduling—qualities that A&P franchise owners are equipped to deliver.
Commercial projects can also help you smooth out seasonal slowdowns. While residential work may dip during certain months, businesses often use off-seasons to make improvements, keeping your team busy and revenue flowing year-round.
Let People Know You’re the Expert
People want to hire professionals, not handymen. Make sure your marketing reflects your expertise. That means consistently positioning yourself as a licensed, trained, and trusted provider, not just someone who paints walls or sands floors, but a specialist in your craft.
Use your website and marketing materials to highlight your experience, certifications, and specific skills. Talk about the quality of the materials you use, your attention to detail, and your understanding of different surfaces and finishes. Mention industry standards, safety practices, and how you protect your clients’ homes and businesses during every job.
Customer testimonials can also reinforce your expertise. Ask clients to describe what it was like working with you—were you punctual, professional, organized? These small details build trust and demonstrate that you’re not just another service provider, but someone who takes pride in the work.
Lastly, stay active in your local community and online spaces. Share tips on social media, answer questions in neighborhood groups, and offer advice in blog posts or videos. The more visible and helpful you are, the more people will see you as the go-to expert for painting and flooring in your area.