In the home services industry, advertising isn’t just about getting your name out there—it’s about getting it in front of the right people, in the right market. Whether you run a roofing company, electrical service, lawn care business, or pool installation firm, where you spend your advertising dollars matters as much as how much you spend.
Before you launch ads in a new area, it pays to do your homework. Understanding the housing makeup, homeownership rates, and property values in your target market can make the difference between consistently winning new clients and wasting money on calls that will never convert.
Why Market Research is Worth the Effort
Let’s say your home service company needs to generate five new clients per week. On average, you know that for every 12 phone calls or bookings, you’ll close five.
The math is simple—but the strategy is not. To get those 12 calls, you need to ensure you’re targeting an area with enough qualified homeowners who both need and can afford your service. If the area doesn’t have the right mix of housing and income, even the best advertising won’t deliver the results you need.
This is why research before advertising is so important.
Key Questions to Ask Before Advertising
Before committing your advertising budget, make sure you or your marketing partner can answer these questions:
- How much advertising is needed to generate 12 calls?
Look at past data and conversion rates to set realistic expectations for your budget.
- Are there enough homes in this market to generate the calls you need?
A smaller city or neighborhood may not have the volume to sustain your weekly client goals.
- Are the homes owner-occupied or renter-occupied?
If your service requires approval from the property owner—like roofing or electrical work—marketing to renters is a poor use of your spend.
- What is the home value range in this market?
Home value often correlates with the types of services homeowners invest in. For example, pool installations and outdoor lighting services are less likely in $150k homes than in $400k homes.
Asking these questions up front helps you refine your targeting and maximize the return on your advertising investment.
Housing Data in Key Louisiana Cities (2024)
To illustrate how market conditions vary, let’s look at housing data for three major cities in the New Orleans metro area.
New Orleans, LA
- Total Single-Family Homes: ~107,800 (≈55% of all housing units).
- Rentals vs. Owners: Roughly 55% owner-occupied vs. 45% renter. Many single-family homes are actually rentals, which impacts targeting.
- Home Values (Owner-Occupied SFH):
- Under $150k: ~10,948 homes
- $150k–$300k: ~30,277 homes
- $300k–$500k: Largest share
Implication: Advertising roofing or lawn services here requires careful targeting to focus on true homeowners, not renters.
Metairie, LA
- Total Single-Family Homes: ~44,732 (≈65% of all housing units).
- Rentals vs. Owners: 62.5% owner-occupied, 37.5% renters. Most single-family homes are owned by the residents.
- Home Values (Owner-Occupied SFH):
- Under $150k: ~4,436 homes
- $150k–$300k: ~13,302 homes
- $300k–$500k: ~14,397 homes (largest segment)
Implication: Metairie has a stronger base of homeowners, especially in mid- to higher-value homes—a great fit for services like pool installation, landscaping, or electrical upgrades.
Kenner, LA
- Total Single-Family Homes: ~18,232 (≈64% of housing units).
- Rentals vs. Owners: 61% owner-occupied, 39% renters.
- Home Values (Owner-Occupied SFH):
- Under $150k: ~2,871 homes
- $150k–$300k: ~7,692 homes
- $300k–$500k: ~4,958 homes
Implication: Kenner’s housing stock sits in the low-to-mid value range, making it a good market for essential home services like roofing, HVAC, and electrical repairs.
Housing Units by Parish
| Geographic Area | |
| 2024 | |
| Louisiana | 2,138,991 |
| .Acadia Parish, Louisiana | 25,367 |
| .Allen Parish, Louisiana | 9,689 |
| .Ascension Parish, Louisiana | 53,850 |
| .Assumption Parish, Louisiana | 10,175 |
| .Avoyelles Parish, Louisiana | 18,480 |
| .Beauregard Parish, Louisiana | 16,393 |
| .Bienville Parish, Louisiana | 6,955 |
| .Bossier Parish, Louisiana | 58,052 |
| .Caddo Parish, Louisiana | 112,806 |
| .Calcasieu Parish, Louisiana | 97,575 |
| .Caldwell Parish, Louisiana | 4,732 |
| .Cameron Parish, Louisiana | 4,126 |
| .Catahoula Parish, Louisiana | 4,562 |
| .Claiborne Parish, Louisiana | 6,839 |
| .Concordia Parish, Louisiana | 9,114 |
| .De Soto Parish, Louisiana | 12,998 |
| .East Baton Rouge Parish, Louisiana | 208,420 |
| .East Carroll Parish, Louisiana | 2,814 |
| .East Feliciana Parish, Louisiana | 8,373 |
| .Evangeline Parish, Louisiana | 14,683 |
| .Franklin Parish, Louisiana | 8,971 |
| .Grant Parish, Louisiana | 9,235 |
| .Iberia Parish, Louisiana | 31,582 |
| .Iberville Parish, Louisiana | 13,857 |
| .Jackson Parish, Louisiana | 7,266 |
| .Jefferson Parish, Louisiana | 195,005 |
| .Jefferson Davis Parish, Louisiana | 14,449 |
| .Lafayette Parish, Louisiana | 115,847 |
| .Lafourche Parish, Louisiana | 41,967 |
| .LaSalle Parish, Louisiana | 6,234 |
| .Lincoln Parish, Louisiana | 21,123 |
| .Livingston Parish, Louisiana | 62,209 |
| .Madison Parish, Louisiana | 4,380 |
| .Morehouse Parish, Louisiana | 11,949 |
| .Natchitoches Parish, Louisiana | 18,982 |
| .Orleans Parish, Louisiana | 196,920 |
| .Ouachita Parish, Louisiana | 72,119 |
| .Plaquemines Parish, Louisiana | 9,967 |
| .Pointe Coupee Parish, Louisiana | 11,213 |
| .Rapides Parish, Louisiana | 59,138 |
| .Red River Parish, Louisiana | 3,646 |
| .Richland Parish, Louisiana | 8,797 |
| .Sabine Parish, Louisiana | 14,020 |
| .St. Bernard Parish, Louisiana | 18,628 |
| .St. Charles Parish, Louisiana | 20,890 |
| .St. Helena Parish, Louisiana | 5,429 |
| .St. James Parish, Louisiana | 8,807 |
| .St. John the Baptist Parish, Louisiana | 17,875 |
| .St. Landry Parish, Louisiana | 37,598 |
| .St. Martin Parish, Louisiana | 24,056 |
| .St. Mary Parish, Louisiana | 22,597 |
| .St. Tammany Parish, Louisiana | 116,475 |
| .Tangipahoa Parish, Louisiana | 62,831 |
| .Tensas Parish, Louisiana | 2,791 |
| .Terrebonne Parish, Louisiana | 47,701 |
| .Union Parish, Louisiana | 10,522 |
| .Vermilion Parish, Louisiana | 26,695 |
| .Vernon Parish, Louisiana | 22,348 |
| .Washington Parish, Louisiana | 21,486 |
| .Webster Parish, Louisiana | 18,480 |
| .West Baton Rouge Parish, Louisiana | 12,505 |
| .West Carroll Parish, Louisiana | 4,746 |
| .West Feliciana Parish, Louisiana | 5,267 |
| .Winn Parish, Louisiana | 6,385 |
Takeaway: Do the Homework Before Spending
The lesson is simple: before you advertise, make sure the market supports your business goals. That means:
- Enough owner-occupied homes.
- The right home values for your service offering.
- Sufficient volume to deliver your weekly call and close-rate targets.
Doing this research up front saves money, increases ad effectiveness, and ensures your home service business is marketing in the right place.
Need Help Finding the Right Market?
Understanding Louisiana’s housing market is complex—but it’s what separates wasted advertising dollars from profitable campaigns.
If you’re a home service business in New Orleans, Metairie, Baton Rouge, or anywhere across Louisiana, Design The Planet can help you identify where your best customers live and how to reach them.
Contact our team today to discuss how we can analyze your market, build smart campaigns, and help you consistently reach your ideal customers.
