On October 23, 2025, Housecall Pro surveyed 1,040 US homeowners through SurveyMonkey Audience, screened as household decision-makers and balanced to Census standards. The report is about what matters to them when they hire a home-service pro.
- 80 percent factor in online booking when deciding on a pro
- 96 percent expect a user-friendly, professional website
- Almost all say speed and transparent pricing affect who they hire
- Over 70 percent would pay more for a pro with a better service reputation
- 53 percent are comfortable with AI handling the initial inquiry
Housecall Pro sells field-service software, so this is a vendor survey, and "factor in" and "comfortable" are the survey's words. 47 percent of the respondents were not comfortable with AI handling a first inquiry, and the report does not say what the rest would prefer instead.
Read the 53 percent next to the speed number. Homeowners want a fast answer, and more than half are comfortable with an automated one as the first step, provided it says what it is. That is the design rule behind every system ProxMedia installs: the AI announces itself, takes the details and books, and a person is one handoff away.
The test takes two minutes. At 9 PM, pull up your own company on your phone and try to book a job without calling. Count the taps. If the only way in is a phone call, the 80 percent who factor in online booking are deciding without you.
What ProxMedia does about it: a website that answers and books, wired to the same Google profile and the same calendar as the AI systems that answer the phone.
Source: Housecall Pro, 2025 Customer Service Report (1,040 US homeowners, surveyed October 23, 2025 via SurveyMonkey Audience).