Plumbing, HVAC, electrical, handyman, roofing, landscaping, etc. The field service industry is undergoing a significant shift. For decades, big companies ruled the landscape with their hefty marketing budgets, dominating visibility with billboards, SEO rankings, and splashy ad campaigns. But their dominance has always come with a massive cost—one that’s passed on to their customers.
Now, the landscape is changing. Customers have more tools to compare pricing and service quality. Technology is leveling the playing field, giving small businesses access to capabilities that were once exclusive to the big players. If you’re running a small field service company, this moment is yours to seize. With the right strategy and tools, you can compete effectively and even outpace the larger companies.
Big Companies’ Weakness: High Costs and Slow Adaptation
Here’s the reality: Big companies have a lot of overhead to cover. Marketing alone can account for as much as 50% of their revenue. Add to that layers of bureaucracy, expensive infrastructure, and slower decision-making processes, and you have a recipe for inefficiency.
This wasn’t a problem in the past when customers had limited choices. If the only plumbers or HVAC techs they could find were the ones dominating the billboard or search engine game, they didn’t have much leverage. But today’s consumers are savvier. They’re checking reviews, comparing quotes, and asking their friends for recommendations. Visibility still matters, but it’s not the only factor anymore.
Small Businesses Have Key Advantages
Small field service companies are perfectly positioned to take advantage of this shift. Here’s why:
- Lower Overhead:
Big companies need to charge more to cover their bloated budgets. As a smaller company, you have a leaner operation, which gives you room to offer competitive pricing without sacrificing profit. - Personalized Service:
When a customer calls your business, they’re likely speaking with the owner or someone directly involved in the operation. That personal touch creates trust and loyalty—something the big players struggle to replicate. - Agility:
Small companies can adapt quickly. Whether it’s adopting new technology, experimenting with pricing strategies, or targeting niche markets, you can pivot faster than a large organization weighed down by bureaucracy. - Access to Powerful Tools:
Technology, once reserved for big budgets, is now accessible to everyone. Field service management software (like Swivl), digital marketing tools, and job costing platforms (like Swivl!) allow you to operate as efficiently as the big guys—sometimes more so.
Technology Levels the Playing Field
One of the most significant advantages small businesses now have is access to technology that levels the playing field. The right tools can help you streamline operations, improve service delivery, and compete effectively in pricing and customer experience.
For example, job costing software is a game-changer for understanding your numbers. Knowing the real cost of a job—factoring in labor, materials, vehicles, and overhead—gives you the clarity to implement smarter pricing strategies. Cost-plus pricing, for instance, allows you to set competitive rates that ensure profitability. This approach can help smaller businesses outmaneuver larger competitors who are often locked into rigid flat-rate models.
When we built Swivl, our focus was on solving problems like these. Small businesses often struggle with pricing because they don’t have clear data on job costs. Tools like Swivl help provide those insights, but the broader message is this: Any business that leverages technology to better understand its costs will be in a stronger position.
Overcoming Branding Challenges
Another hurdle many small businesses face is branding. Let’s be honest: A lot of small companies don’t put much effort into their branding. They might have a dated logo, an unpolished website, or inconsistent messaging. And while they might provide excellent service, their lack of professional branding can make customers hesitate.
This is an area where technology can help. Whether it’s building a simple, modern website, integrating customer reviews, or creating a cohesive online presence, there are tools out there that make branding easier and more effective. We built Swivl to include branding tools because we saw how often this held small businesses back. But the bigger point is this: Professional branding isn’t optional anymore. Customers expect it, and it’s easier than ever to achieve.
Real-World Example: Small Business vs. Big Business
Let’s compare how a typical customer experience might look with a large company versus a smaller one leveraging technology.
A customer calls “Big Plumbing Co.” after seeing their billboard. A sales tech is dispatched and charges $100 just to show up. The estimate includes padding to cover not just labor and materials but the company’s massive marketing budget. The customer feels pressured and unsure.
Now imagine the same customer calls “Small Plumbing Co.,” which uses tools like Swivl or another FSM platform. Instead of sending a tech for an estimate, the company texts the customer a link to upload pictures of the issue. Within minutes, the customer has a professional, detailed estimate. The job costing data ensures the price is competitive and profitable, and the polished branding reassures the customer they’re working with a reliable company.
The result? Small Plumbing Co. wins the job—and probably gains a loyal customer.
