Home services (repairs, cleaning, pest control) competitor analysis
Criteria, weights, features, KPIs and sources for analysing competitors of plumbers, electricians, cleaning services, pest control, AC repair, painters, movers.
Home service customers usually need someone soon and choose among the first few providers they can reach. Map rankings, response time, transparent pricing and trust signals like verified technicians decide most jobs. Platforms that aggregate service providers are both a competitor and a channel.
Score rivals on response speed, pricing clarity, trust, quality, reviews and reach.
What decides who wins
Score every competitor from 0 to 10 on these criteria. The weights are a starting point; adjust them to what your customers say matters.
| Criterion | Weight | What to look at |
|---|---|---|
| Response & availability | 20% | Same-day slots, hours, call answer rate |
| Price transparency | 16% | Fixed prices, visit charges, quotes |
| Trust & verification | 16% | Background checks, warranty, uniforms |
| Work quality | 18% | Repeat issues, workmanship |
| Reviews | 18% | Rating, review count and recency |
| Reach & platforms | 12% | Map visibility, aggregator listings |
Features and offers to compare
Mark each competitor yes, partly or no. Critical items missing from your offer are the first gaps to close.
- Service warranty (Critical)
- Online booking (Important)
- Fixed-price menu (Important)
- Same-day service (Important)
- Background-verified staff (Important)
- Annual maintenance contracts (Nice to have)
- Digital payments (Nice to have)
- Emergency / 24x7 (Nice to have)
Where to find your competitors
- Google Maps '[service] near me'
- Home-service platforms in your market (for example Urban Company, Angi, Thumbtack, Checkatrade)
- Local directories like Justdial, Yelp and Nextdoor
- Housing society and neighbourhood groups
KPIs to benchmark
- Visit charge and 3 common job prices
- Time to get a booking confirmed
- Rating and reviews added per month
- Warranty period offered
- Service areas covered
Five Forces snapshot
Typical pressure in this market. Your local situation may differ; rate it in the Five Forces tool.
| Force | Typical level |
|---|---|
| Competitive rivalry | High |
| Threat of new entrants | High |
| Threat of substitutes | Low |
| Bargaining power of buyers | Medium |
| Bargaining power of suppliers | Low |
Estimating market share
For this industry, review counts are usually the most practical public proxy for share. Use the same source for every business and read the result as a share of the businesses you track. See how to estimate market share and HHI.
Mistakes to avoid
- Competing on the lowest visit charge
- Ignoring platform-listed technicians who undercut prices
- Not asking for reviews after every job