The pest control industry is constantly changing, driven by shifting customer expectations, evolving marketing trends, and new operational challenges. Recently, two industry experts—Ralph Citarella Jr., owner of Bayonne Exterminating Company, and Anders Fredericksen, Senior Product Marketing Manager at FieldRoutes—shared their expertise during a webinar hosted by Scorpion and FieldRoutes. They explored effective marketing strategies, ways to improve operations, and how to tackle the biggest challenges facing pest control businesses today.
What’s Working in Pest Control Marketing?
One of the biggest takeaways from the webinar was this: successful pest control marketing is all about balancing customer retention with new customer acquisition. Keeping your current clients happy is far more cost-effective than finding new ones, but to grow your business, you also need a steady stream of new customers. It’s all about finding that sweet spot.
Word of Mouth: The Old-School Strategy That Still Works
When it comes to attracting new customers, word of mouth is still king. According to Fredericksen, 19% of pest control businesses say referrals are their top source of new clients. Citarella agreed, emphasizing that happy customers who recommend your services to others are one of the most powerful (and cost-effective) marketing tools you can have. Word of mouth isn’t just free—it’s priceless.
Marketing Automation: The Key to Keeping Customers Engaged
The future of customer retention lies in marketing automation. Scorpion and FieldRoutes have teamed up to offer tools that send timely, relevant messages to both potential and existing customers. Fredericksen pointed out that 31% of pest control companies plan to invest in marketing automation in the next 1-3 years. Why? Because it helps businesses stay connected with customers, improve engagement, and save time by reducing manual work.
One standout tool is RevenueMAX, powered by Scorpion AI. It helps pest control companies get noticed online, capture leads through AI-driven chat, and track customer interactions in real time. Plus, it integrates seamlessly with FieldRoutes, so new leads are automatically added to your CRM. This means faster follow-ups, better efficiency, and happier customers.
Learn more about the FieldRoutes and Scorpion partnership: Scorpion & FieldRoutes
Building Stronger Customer Relationships
Citarella highlighted the importance of building strong relationships with your existing clients. Not only does this encourage repeat business, but it also leads to more referrals. One of his favorite strategies? Sending seasonal or event-driven emails that feel timely and relevant, rather than bombarding customers with generic messages.
He also stressed the value of personal connections. When customers feel a bond with the technician who visits their home, they’re much less likely to cancel their service. A friendly face and a little extra effort can go a long way in building loyalty.
How Scorpion and FieldRoutes Are Transforming Pest Control Marketing
Scorpion and FieldRoutes have joined forces to create marketing solutions that make life easier for pest control operators. Here’s what their partnership brings to the table:
- Automatic lead push: New leads are sent directly to FieldRoutes so you can follow up quickly without any manual work.
- Revenue mapping: Identify your most profitable customers and focus your marketing efforts where they’ll have the biggest impact. Learn more about the benefits of revenue mapping for smarter marketing by location within RevenueApp for our integrated customers!
- Automated review management: Encourage happy customers to leave reviews and respond to feedback in real time to improve your online reputation.
- Real-time ROI reporting: See which marketing strategies are working best and adjust your approach as needed.
The Biggest Challenges for Pest Control Operators in 2025
The webinar also touched on some of the biggest hurdles pest control businesses are facing this year—and how to overcome them.
1. Hiring and Retaining Quality Staff
Finding and keeping great technicians is a top priority, especially during busy seasons. Citarella explained that using technology to streamline operations can help reduce burnout and keep
your team happy. Automating tasks like customer communication and scheduling also frees up your technicians to focus on what they do best.
2. Managing Busy Seasons
Spring and summer are peak times for pest control, and it can be tough to keep up with demand. The key is to prepare during the slower months by training your team and maintaining your equipment. This way, you’ll be ready to deliver top-notch service when business picks up.
3. Combating Rising Costs
With operational costs on the rise, it’s more important than ever to work smarter, not harder. Tools like Revenue Mapping can help you target high-value customers and optimize your routes, cutting down on fuel costs and windshield time.
Actionable Tips for Pest Control Operators
Here are some practical steps you can take to grow your business and stay ahead of the competition:
- Automate your marketing: Use tools to streamline customer communication and lead tracking.
- Encourage referrals: Turn happy customers into advocates by offering referral incentives.
- Manage your reputation: Monitor and respond to online reviews to build trust and attract new clients.
- Focus on high-value customers: Use data to target your most profitable areas and maximize your marketing budget.
- Track your results: Use real-time reporting to see what’s working and make smarter decisions.
Check out our blog on the latest Pest Control Trends and Homeowner Expectations!
Why Scorpion and FieldRoutes Are the Perfect Partners
With Scorpion’s RevenueMAX platform and FieldRoutes’ operational expertise, pest control businesses have access to powerful tools that drive growth and efficiency. From capturing leads and automating communication to tracking revenue and retaining customers, this partnership is designed to help you succeed in an increasingly competitive market.
To learn how Scorpion’s RevenueMAX, a complete collection of digital marketing solutions, and FieldRoutes can work together to help your pest control business drive revenue and grow efficiently and sustainably, request a free marketing consultation today.
