Understanding the Messy Middle

Google’s research shows that people move back and forth between two mental modes before they make a purchase:

• Exploration: Researching, expanding their options, collecting information
• Evaluation: Narrowing down choices, comparing options, seeking reassurance

This process can happen over days, weeks, or even months, and in home services, where trust and perceived expertise are everything, the timeline often stretches longer than you think.

Consumers in this stage aren’t ready to call, but they are forming opinions. And those opinions will determine who makes their shortlist later.

Why Traditional Media Belongs at the Top

Traditional media helps you insert your brand into the messy middle before a homeowner even begins their search.

Here’s how it works:

• Creates mental availability: When people think of “foundation repair,” your brand is already familiar.
• Builds trust through repetition: Local TV and radio spots lend authority and credibility, especially when paired with endorsements or familiar personalities.
• Reaches homeowners directly: Traditional media still dominates in older-skewing, homeowning demos—particularly in mid-sized and smaller markets where streaming isn’t as fragmented.
• Supports the digital funnel: When a homeowner hears your name on the radio or sees your TV spot, and then later Googles “basement repair near me,” you’re already in the consideration set.

The Role of Cognitive Biases

Google’s study also highlights how cognitive biases shape decision-making during the messy middle. A few of the most influential include:

• Social proof (reviews, testimonials)
• Authority bias (media credibility, expert endorsements)
• Key info callouts (simple claims that ease comparison, like “lifetime warranty” or “financing available”)

Traditional media doesn’t just get your name out there, it helps frame how your brand is remembered and considered later. You’re not just being seen, you’re being trusted.

What This Means for Home Services

Home services leads don’t appear out of nowhere (unless there’s torrential rain, of course). They’re the result of consistent messaging across touchpoints that match where the customer is in their journey, not just when they’re ready to act.

If your media strategy focuses only on digital bottom-funnel tactics, you’re likely spending more to convert fewer leads, because you’re showing up too late in the decision cycle.

Instead, use traditional media to:

• Fill the top of the funnel with targeted awareness
• Establish brand credibility before the homeowner starts researching
• Reduce friction in the decision loop by making your brand the easy, trusted choice

Final Takeaway

Homeowners don’t make decisions instantly, they explore, evaluate, and revisit options until they feel confident taking the next step. Traditional media helps you enter that conversation earlier, build trust, and create mental availability when it matters most.

The brands that win in home services aren’t just the ones with the best paid search strategy. They’re the ones who show up before the search ever begins.

We help home services brands show up earlier, build trust faster, and drive leads more efficiently. Reach out if you’d like to explore what that could look like for your business.