Marketing That Protects Your Investment.
You acquired a home service company with strong operations and a solid reputation. Now you need marketing that scales it. Fannit builds the digital infrastructure that turns a good contractor business into a market-dominant one.
- Market-ready in 30 days post-close
- Portfolio-level reporting built for board decks
- Scales from 1 location to 50 without rebuilding
Most agencies have never run a service route. We have.
When a PE firm acquires a home service company, the standard playbook is to bring in a generalist marketing agency. Six months later, the agency is still "building the strategy" while the portfolio company is losing market share to competitors who have been running Google Ads for years.
Home service marketing is not B2B marketing. It is not e-commerce. It is not SaaS. The customer acquisition model, the search behavior, the trust signals, and the competitive dynamics are completely different. An agency that does not live in this world will spend your hold period learning it.
Fannit was founded in 2010 to save a family contracting business. We have been in the trades since before most PE firms were looking at home services. We do not need a learning curve. We need a kickoff call.
The Full Marketing Stack for PE-Backed Home Service Companies
Most contractors juggle 3 different vendors for SEO, ads, and their website. With Fannit, one team handles all of it.
30-Day Post-Acquisition Sprint
The first 30 days after closing define the trajectory of a portfolio company's marketing. We deploy a structured sprint: GBP audit and optimization, citation cleanup, website conversion audit, and a paid ads baseline. Your portfolio company is generating leads before the ink dries.
Portfolio-Level Reporting
One dashboard showing marketing performance across every portfolio company: leads, cost per lead, revenue attributed to marketing, and ranking improvements by market. Built for LP reports and board decks, not just marketing teams.
Multi-Location Local SEO
PE-backed home service companies often operate across 5 to 50 markets. We build and manage the full local SEO stack for every location: GBP management, citation building, location pages, and review generation. Each market ranks independently.
Paid Ads Management
Google Ads, Local Services Ads, and Meta campaigns managed across your entire portfolio. We coordinate ad spend so portfolio companies in adjacent markets do not compete against each other, and we report ROI at the company and portfolio level.
Website Conversion Optimization
Most acquired home service websites are digital brochures. We rebuild or optimize them to convert visitors into leads: click-to-call, service-specific landing pages, speed optimization, and mobile-first design. The goal is more leads from the same traffic.
Reputation Management
Online reputation is a material asset in home services. We audit every portfolio company's review profile, implement a systematic review generation program, and manage responses. A strong review profile improves Google rankings and increases close rates on estimates.
Acquisition Marketing Due Diligence
Before you close, we audit the target company's digital marketing: website traffic quality, GBP health, review profile, paid ad performance, and SEO baseline. We identify marketing risks and opportunities that do not show up in a standard financial due diligence.
Revenue Growth Roadmap
We build a 12-month marketing roadmap for every portfolio company that maps marketing investments to revenue targets. Each roadmap includes channel prioritization, budget allocation, and milestone KPIs tied to your hold period and exit thesis.
What Happens When Marketing Works
"When we started, we were doing maybe $1M a year. Since Fannit came on board, we are probably 9-10X since they started. They understand the contractor business at a level most agencies never will."
"Fannit helped us grow from a small operation to a multi-million dollar company. The leads are consistent and the team is always available. They are a real partner, not just a vendor."
Questions PE Teams Ask Us
Ready to Talk Portfolio Marketing?
Schedule a 30-minute portfolio review call. We will audit one of your portfolio companies live and show you exactly what we would do in the first 30 days.
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