How to Build a Home Services Marketing Strategy for Multiple Generations

Updated March 2025.

Home services businesses have long relied on tried-and-true marketing strategies, but with new generations of homeowners emerging, it’s time to rethink your approach. In 2025, Millennials and Gen Z are shaping the future of the housing market. As these younger generations start becoming homeowners, it’s crucial to adapt your marketing strategies to meet their needs. But it’s not just about appealing to the younger crowd—a multi-generational strategy is the best way to reach all your potential customers.

In this blog, we’ll explore how home services businesses can build a marketing strategy that resonates with Baby Boomers, Gen X, Millennials, and Gen Z. Let’s dive in.

The Changing Landscape of Homeownership

In 2025, Millennials and Gen Z are expected to be the primary home buyers, but they face unique challenges. According to recent data, while the housing market remains competitive, these younger generations face high interest rates, limited housing inventory, and the financial strain of student debt. As a result, many of them believe they may never own a home.

Despite these challenges, $72.6 trillion in wealth is set to be transferred in the coming years—much of it in the form of property. As Baby Boomers pass on their homes, Millennials and Gen Z will inherit these properties, making them a crucial demographic for home services businesses.

But there’s a catch. These younger generations expect and, frankly, need more from their home services providers than their Boomer and Gen X counterparts. Is your business prepared to meet those needs?

Preparing for a New Generation of Homeowners

The best way for home service companies to capture the attention of this next wave of homeowners includes a multi-faceted marketing strategy. Marketing to new homeowners in 2025 will involve tailoring your approach to meet the specific needs and expectations of each generation.

Here’s how your home service business can prepare for the new generation of homeowners:

• Understand the unique needs of each generation.
• Attract younger homeowners to your home services business.
• Build a multi-generational marketing strategy.

Let’s take a closer look.

Understand the Unique Needs of Each Generation

Each generation of homeowners has distinct characteristics, preferences, and needs when it comes to home services.

• Baby Boomers (Born 1946-1964): Baby Boomers tend to focus on maintaining their homes and making repairs. They are more likely to invest in services that ensure their home stays in good condition. They prefer personalized service and value face-to-face communication.
• Gen X (Born 1965-1980): Gen X often looks for practical, cost-effective solutions. Many in this generation prefer DIY projects, but they’ll hire professionals for tasks that are more complex or outside their expertise.
• Millennials (Born 1981-1996): Millennials are the largest group of first-time homebuyers and often purchase older homes in need of extensive renovations. They tend to spend more on home improvements—nearly 30% more per project than older generations—and tackle multiple projects per year. They value convenience, technology, and clear communication.
• Gen Z (Born 1997-2012): Gen Z is just starting to enter the homeownership market, but they’ve grown up with technology. They expect seamless online experiences and are particularly drawn to brands that offer innovative, tech-savvy solutions.

Gen X and Baby Boomers make up the majority of repeat home buyers. They can leverage the equity they’ve built in their homes to purchase newer, move-in-ready homes. As a result, they tend to focus more on repairs and maintenance, completing only one or two home improvement projects every year, with the most common of these projects being roof replacements.

Attract New Homeowners to Your Home Services Business

While your marketing strategy might work for you now, there’s no guarantee Millennials and Gen Z will respond the same as previous generations of homeowners. Many younger generations seek out more convenient features across multiple platforms from home services businesses. Make sure your marketing strategy sets you up for long-term success with these tips:

Update Your Brand Strategy and Narrative

Your brand is more than just a logo—it’s how your customers perceive your business. Millennials and Gen Z expect a modern, customer-centric experience. According to The Scorpion Pulse, 20% of Millennial and Gen Z consumers and 19% of high-earning households ($200K+) want a modern experience from home services businesses. As your target audience starts to change, your brand should keep up.

Make It Easy to Book Services Online

Today, online booking is an essential tool. Millennials and Gen Z, in particular, want quick, efficient solutions. In fact, our data shows that 22% of Millennials and Gen Z visit home services websites with the explicit intent to book an appointment. They also tend to seek out AI technologies, like AI chat functions, to schedule services without ever needing to speak to a human. Offering online booking and integrating AI technology for easy scheduling can make a huge difference in your conversion rates.

Optimize Your Site for Search Engines

The facts are clear: if you don’t appear in online search results, you’re missing out. According to The Scorpion Pulse, 90% of all home services customers complete some level of research before booking a service, and Millennials and Gen Xers do most of their research online. These homeowners are using various search engines, like Google, and directory listings, like Yelp or Angi, to find home services businesses in their area, read reviews, and review available services. By making sure your business shows up in search results and local listings, you’re getting on these potential customers’ radar.

Create Content That Speaks to Younger Consumers

Younger consumers want immediate answers. Having a solid content marketing strategy in place lets you position your business as a trusted resource. Use blogs, FAQs, and social media posts to answer common questions and provide useful tips. Bonus: it’s also a great way to improve your SEO rankings.

Strengthen Your Social Media Presence

Millennial and Gen Z consumers put a lot of stock in first impressions. For 56% of them, that first impression happens on social media, according to the Scorpion Pulse. In other words, more than half of younger potential customers are seeing businesses on social media, and you want to be there.

Whether it’s TikTok, Instagram, Facebook, or X (formerly Twitter), focus on creating engaging content that educates, informs, and entertains. Video is particularly powerful when it comes to capturing attention. And your content doesn’t have to be long or overly complicated—quick clips and quippy posts can be highly effective in promoting engagement. Whether it’s tutorial videos or behind-the-scenes footage, the one thing to remember is to keep your social media strategy interesting and interactive.

Enhance Customer Communication

Once you’ve got the attention of younger generations, keeping it requires heightened levels of communication. Millennials and Gen Z want ongoing communication with the businesses they trust—and not just about an upcoming appointment. Keep them engaged with appointment reminders, status updates, and even casual greetings. Automation tools, like text messages, chatbots, and email reminders, are a good way to ease the demand of regular communication with your customers.

Build a Multi-Generational Marketing Strategy

Millennials and Gen Z might make up the bulk of your customers in the upcoming months and years, but that doesn’t mean you need to completely rebuild your marketing strategy from the ground up right now. It doesn’t have to be all or nothing. Instead, be thoughtful about how and to whom you want to market your services.

As homebuyers start to shift to younger generations, the best strategy is to build a multi-generational home services marketing strategy. How? Use data-backed insights to target marketing tactics that resonate most with each generation.

Here are some examples:

Create DIY-Friendly Options for Gen X

Gen X tends to prefer DIY solutions when it comes to home improvements. Offering helpful resources, like online tutorials or DIY kits, is a great way to market your brand to these types of homeowners. For example, a plumbing company could provide online video tutorials on fixing common issues or offer DIY repair kits for small problems.

While it may seem counterintuitive to provide at-home solutions, homeowners often prefer to undertake them themselves. By providing the information, this positions your company as a valuable resource and trusted name. When a problem arises that a Gen X homeowner can’t DIY, your company is the one they’re going to turn to, thanks to that pre-built trust. 

Offer Tech-Savvy Solutions for Millennials

Millennials value convenience and technology. You can cater to this group by offering online booking, virtual consultations, and mobile-friendly communication. For example, a roofing company could integrate AI-powered chat features on their website to schedule appointments anytime, anywhere. A more advanced form of technology integration might be implementing an augmented reality (AR) tool that lets potential customers see what different roofing materials might look like in their own homes.

Prioritize Personalized Service for Baby Boomers

Baby Boomers are still pretty traditional when it comes to communicating with service providers. They like personalized service built on real, in-person relationships. Offer subscription-based services or proactive maintenance plans that feed Boomers’ need to maintain their homes and build consistent face-to-face touchpoints.

For example, a pest control service business could offer a recurring monthly plan for preventative pest control. This gives Baby Boomers peace of mind knowing they’re continuously protected from pests and don’t have to worry about unexpected emergencies.

Is Your Home Services Marketing Strategy Ready for the Future?

Trends and data insights are a great starting point for understanding your consumers, but that doesn’t mean they’re true for every individual or region. Use these strategies and tactics as a starting point, but don’t be afraid to test early and often to make sure your marketing strategy works for your consumers—no matter which generation they belong to.

Remember, it’s not about completely overhauling your strategy. Instead, market to new homeowners by creating a multi-generational approach that speaks to each group’s unique needs, values, and preferences. And don’t forget to test your marketing efforts regularly to see what works best for your audience.

Need help building your own multi-generational marketing strategy? Let Scorpion design a custom brand strategy to help your home services business stay ahead of the curve. Get in touch with us today to learn how we can help you get started.