Irving local marketing starts with who rents and who signs the check.

An ad that says "homeowners, call today" is talking past most of Irving's households. With only 38.1% of occupied homes owned by the people in them, a plumber or an HVAC company should decide whether each ad speaks to renters, owners or landlords. Those are different sentences, and we'd give them different landing pages. A property manager with several buildings may be worth more to you than any one tenant, though that's your arithmetic and not our data. We didn't measure ads or how renters search.

Count the ways in before the first click. Of the 41 homepages we tested, 31 have a tap-to-call link, 10 have a lead form, which may be a newsletter sign-up, and 2 have booking. On 20 a phone link is the only one of those we counted, 49% against 45% in our 31-city sample, about the same. On 9 we counted none of them, and we didn't count email links or contact pages. We'd want a second way in beside the number before paying anyone to visit, since our opinion is that some customers here would rather write than call.

After that, the profile and the calendar. Get your hours, categories and service area right on your Google Business Profile, ask for a review soon after the job, and answer the ones you get. We didn't measure profiles or reviews. A restaurant might plan around Sparks & Stripes in July or Holidays at Heritage in December with a short campaign and its own page. Local marketing starts at $575 a month, depending on complexity, setup and budget, and ad spend goes to the ad platform directly. We promise no leads. The Irving report has the rest. Tell us who usually pays your invoice, and we'd start the plan there.