When I moved from Michigan to Tennessee, I quickly learned how much I depended on knowing the right people to get things done. In Michigan, I had my go-to folks for everything—whether I needed a plumber, a painter, or a contractor. But after the move, I was in a brand-new place with no connections. Suddenly, asking around for recommendations wasn’t an option, and I had to rely on something else entirely: Google.
This got me thinking about how businesses, especially custom integrators, often lean too heavily on word of mouth and referrals to keep the work coming in. Sure, it’s great when your clients rave about you to their friends, but in today’s world, that’s simply not enough to keep your business thriving. Let me explain why.
Everyone’s Googling It
Let’s be real—when people need something these days, the first thing they do is pull out their phones and Google it. Whether it’s a new restaurant or a contractor, we’re all looking for quick answers online. And if your business doesn’t pop up in those search results, you’re pretty much invisible to potential clients.
When I was hunting for a contractor in Tennessee, I didn’t wait around to meet new people who could recommend someone. Instead, I hopped online and searched for contractors in my area. Companies that had a solid online presence—with good reviews, clear information, and examples of their work—immediately stood out. If I couldn’t find a company online, they were off my radar, no matter how great they might be.
The Problem with Word of Mouth
Word of mouth is awesome, but it has its downsides:
- You’re Limited by Who Knows You: If someone new, like me, moves into town and doesn’t have a network, they won’t hear about you through the grapevine. They’re going to rely on online searches to find what they need.
- It Only Goes So Far: Even if your clients are singing your praises, they’re only reaching a small circle of people. Meanwhile, a good online presence can attract way more eyeballs—consistently.
- It’s Hit or Miss: Referrals can be a bit of a gamble. You can’t control whether someone remembers to mention your name to their friend who needs a contractor. But you can control how easily people find you online.
Why Google Matters—Especially in Hot Markets
If you’re a custom integrator in a hot market, where people are moving in from out of state, the power of Google becomes even more crucial. Newcomers often don’t have established local networks to rely on, so they turn to the internet for everything. Whether they need to set up a smart home system, install a whole-house audio system, or get their new place fully automated, their first step is usually a Google search.
This means that if your business doesn’t show up when they search for custom integrators in the area, you’re missing out on a huge opportunity. These are high-value clients who are ready to invest in quality work, and they’re actively searching for the right company to hire. But if you’re not easily found online, they’ll never even know you exist.
Don’t Rely on Luck
In today’s world, counting on word of mouth alone is like playing the lottery with your business. You might get a few good leads here and there, but you’re leaving a lot of opportunities on the table. Most people start their search for a custom integrator online, and if you’re not there, they’ll never know you exist.
So, take control of your online presence. Make sure your website is up to date, claim your Google Business Profile, and get those reviews rolling in. That way, when someone new rolls into town and searches for the home technology you provide, your name is the first one they see.
Your next big job might not come from a friend of a friend—it might come from someone like me who found you on Google.
