Effective home services marketing bridges the gap between service providers and homeowners by enhancing brand visibility for essential services, including plumbing, HVAC, windows, siding, roofing, landscaping, and general home improvement. Leveraging a blend of digital and traditional strategies, targeted advertising, and customized campaigns drives growth and strengthens customer engagement. Core tactics include establishing a distinct brand presence, generating leads through reviews and referrals, and implementing retention strategies to build lasting client relationships and customer loyalty.
Meet Tara Mogan, a consummate marketing executive with over 22 years of experience in business-to-consumer and home services marketing. As the founder of iMarketeur and the co-owner of e-Beach Wagon, Tara has built a solid reputation for leading successful multi-channel campaigns across various industries.
Before transitioning into strategic leadership roles at Horizon Services and Window Nation, Tara built her foundation in creative, project management, and sales roles. Her expertise in developing tailored marketing solutions that drive business success has established her as a respected leader in the industry. Tara’s deep knowledge of integrated marketing strategies and brand positioning continues to shape her influence and drive transformative results.
Let’s explore Tara’s journey in marketing and leadership!
Visionary Entrepreneur
Tara Mogan is an accomplished entrepreneur and award-winning marketing leader with over two decades of experience. As co-owner of e-Beach Wagon, Google’s top-rated electric motorized beach wagon, she transforms outdoor adventures with innovative technology and product excellence.
She also founded iMarketeur, a consulting firm launched in 2020 that specializes in strategic marketing for B2C and home services businesses. Tara’s expertise spans from small enterprises to Fortune 500 companies, where her visionary leadership consistently drives growth and delivers transformative results.
With a background in visual communications, Tara brings a unique blend of creativity and strategic insight to her work. Her sharp design sensibility, combined with an analytical approach, allows her to create marketing campaigns that are both visually compelling and performance driven.
Innovator in Marketing and Entrepreneurship
Tara launched iMarketeur in the spring of 2020, drawing on 18 years of marketing experience, including a decade in the home services sector. Starting her career in retail advertising, she refined her skills by working with Walgreens, Coca-Cola, and other Fortune 500 companies before stepping into leadership roles at Horizon Services and Window Nation. iMarketeur specializes in delivering tailored, high-impact marketing strategies for businesses of all sizes, driving growth and transformation through innovative solutions.
In the fall of 2020, Tara and her husband, Mike, identified the need for a more efficient solution during their beach trips to Cape May, New Jersey. Frustrated by the difficulty of hauling a traditional wagon through sand, Mike, a civil engineer, envisioned a motorized alternative. Combining his engineering expertise with Tara’s marketing prowess, they partnered with a product development team and a top-tier factory to create e-Beach Wagon, a premium electric motorized wagon capable of carrying 300 lbs. and traveling up to 5 miles on a single charge.
Empowering Leadership
In the early stages of her career, Tara faced the challenge of finding her voice and learning to advocate for herself. She realized that the belief that hard work alone leads to success didn’t always hold true, especially as a woman in the workplace. Her tendency to remain quiet led to missed opportunities.
As her confidence grew, Tara became more assertive, particularly in salary negotiations, and established clear boundaries around her responsibilities. Today, her leadership is defined by transparency, strength, and a commitment to fostering a positive team culture. Under her guidance, the marketing department at Horizon Services earned the highest rating on the Denison Culture Survey, a testament to her dedication to creating an environment where colleagues feel valued.
Tara leads with purpose and clarity, engaging in difficult conversations that drive innovation, business growth, and meaningful change.
A Substance for Transformative Growth
Tara’s six-year tenure at Horizon Services was marked by her unwavering commitment to scaling the company and its marketing team, driving over 176% organic growth. Despite her pivotal contributions, recognition from upper management was often lacking.
She sought new opportunities and transitioned to Window Nation, where she was given full authority to implement marketing strategies. With the support of a collaborative executive team, she leveraged data-driven insights to increase revenue by 41% in under 19 months.
Recognizing her impact, Horizon Services—under new leadership—offered Tara an executive role with equity. Over the next 18 months, she played a crucial role in driving significant double-digit revenue growth. This experience underscored the importance of working in an environment that values vision, collaboration, and recognition, fueling Tara’s passion for transformative leadership and business growth.
Cultivating Ownership
At iMarketeur, Tara fosters a strong sense of ownership by treating each client’s business as her own, focusing on efficiency and delivering measurable results. She carefully assesses each client’s unique needs, team dynamics, and openness to change before entering a partnership, ensuring alignment from the start. In some cases, she accepts equity in place of a higher salary, deepening her personal investment in achieving sustainable growth and driving impactful outcomes for every business she collaborates with.
Speed to Lead Strategy
To combat the growing influence of lead aggregators like Angi and HomeAdvisor, Tara developed and implemented an innovative “speed team” strategy at Horizon Services. Understanding that rapid response times were crucial for converting shared leads, she created a specialized team dedicated to responding to new leads in under 30 seconds.
This swift-response approach dramatically boosted conversion rates, enabling Horizon Services to capture potential customers before competitors could engage. By establishing clear KPIs for response times and optimizing follow-up processes, Tara successfully doubled revenue from these programs, solidifying Horizon’s competitive edge in a crowded market.
Strategic Marketing Approach
Tara’s marketing approach starts with comprehensive research, including competitive and SWOT analysis, process evaluation, and team assessments. She dedicates time to understanding businesses from both internal and external perspectives, carefully analyzing the customer journey to uncover valuable insights. Key factors such as market share, brand awareness, and the competitive landscape are highlighted to inform her strategies.
Recognizing the uniqueness of each business, Tara customizes every marketing plan to align with its specific goals and current position. She establishes tailored strategies with clear success metrics, creating a strategic roadmap that addresses immediate needs while positioning the business for sustainable, long-term growth.
Key Factors for Successful Company Exits
Tara emphasizes that successful company exits depend on several key factors, including a strong brand, favorable market conditions, and opportunities for both organic and acquisition-based growth. She highlights that a large, loyal customer base, positive reviews, and a solid reputation significantly enhance a company’s value, signaling to potential buyers that the business has established trust, market credibility, and recurring revenue potential.
From a marketing perspective, Tara notes that consistent year-over-year growth, supported by clear tracking and an attribution model, is crucial for demonstrating scalability and effectiveness. Additionally, a lower percentage of marketing spend reflects resource efficiency, making the company more appealing to buyers. Strong EBITDA and scalability are paramount; a profitable company with a strong brand and substantial customer base is far more attractive in the marketplace, according to Tara’s insights.
Empowering Others Through Mentorship
Tara’s most impactful mentorship experiences took place in the home services sector, where she worked closely with business owners who shared their successes and challenges. These collaborations deeply influenced her leadership style and fueled her passion for fostering growth in others.
As she transitioned into management, mentorship became a core element of her leadership approach. Tara prioritizes transparency and openly shares her expertise to empower colleagues. At Horizon Services, she mentored a marketing manager, committing to passing on all her knowledge. That individual has since become a senior vice president at a leading home services company. For Tara, watching her team members grow and succeed remains one of the most fulfilling aspects of her leadership journey.
Successful Marketing Campaign
Tara’s marketing efforts have excelled in measuring success through innovative tracking methods, such as dedicated phone numbers, trackable URLs, and customized CRM fields. By leveraging primary and secondary attribution categories, her team can accurately pinpoint how customers first encountered the brand and what ultimately prompted them to engage. As digital marketing grows, online attribution has become increasingly essential.
Tara’s team meticulously tracks key marketing KPIs, including digital traffic, the number of lead inquiries, appointment set rates, presentation run rates, sales close rates, net sales, customer acquisition costs, ROAS, and repeat business.
One recent standout achievement was a June campaign for e-Beach Wagon. A Facebook reel promoting an on-site event activation went viral, amassing 1.6 million views, 1,200 shares, 7,300 likes, and 532 comments. This surge in engagement led to a 384% increase in website traffic, resulting in e-Beach Wagon’s highest sales month since its launch.
Innovative Strategies in Home Services Marketing
Tara faces one of the biggest challenges in overseeing marketing for multiple home service companies: breaking through the noise in a highly competitive industry. With many businesses using similar messaging, her team at Horizon Services needed to find a way to stand out. They achieved this by implementing a time-based proposition—the “On Time or You Don’t Pay” guarantee—which resonated strongly with customers looking for reliability and accountability.
Another challenge in the home improvement sector is the reliance on a one-call close strategy, often requiring both homeowners to be present, which can frustrate customers without benefiting the brand. To address this, the team identified top-performing sales representatives who excelled at closing deals with just one homeowner. These representatives were also allowed to follow up on leads after a one-day delay, with a lower commission, fostering stronger relationships without high-pressure tactics.
The call center scripts were enhanced to handle objections better, and AI technology was introduced to optimize sales pitches. These strategic improvements increased sales opportunities and boosted customer satisfaction, ultimately strengthening the brand’s reputation.
Staying Ahead in Marketing
Tara stays at the forefront of marketing trends and innovations by leveraging multiple channels. She uses Google Alerts and LinkedIn hashtags to stay informed on industry developments and follows thought leaders on platforms like LinkedIn and YouTube. Committed to continuous learning, she regularly invests in online courses to ensure she remains well-versed in digital and social media best practices.
As an active BBB and Chamber of Commerce member, Tara attends quarterly breakfasts, networking events, and knowledge-sharing sessions with other business leaders. This strategic combination of ongoing education and professional engagement enables her to incorporate the latest trends into her strategies at iMarketeur seamlessly.
Approach to Planned Evolution
Marketing is inherently subjective, and even when leaders share similar thought processes, their approaches often differ. Success in this field requires a willingness to embrace failure and a commitment to constantly evolving strategies—whether by exploring new lead generation channels or experimenting with mediums like print advertising. Tara has faced her share of setbacks with various sources and vendors. In 2018, she tested OTT advertising for three months, but without reliable tracking data, the campaign was ultimately considered a miss.
Tara acknowledges that not every campaign will be perfectly trackable and views this as an acceptable part of the process. The key to her approach is consistently measuring performance, evaluating outcomes, and holding vendors accountable.
She typically tests new lead sources for 30 to 90 days to allow for optimization. If a strategy doesn’t deliver the desired results, she extracts insights from the experience, learns from it, and moves forward—turning failures into valuable lessons that inform future successes.
Encouraging Women in Leadership
Tara emphasizes the importance of women aspiring to leadership roles aligning themselves with leaders who foster inclusive and collaborative environments—those who genuinely value their input and listen to their perspectives. She believes women must have their voices heard and opinions respected, even in the face of disagreements. For those aiming for a seat at the table, Tara advises choosing a management team that actively supports their growth and contributions.
She also highlights the need for women to recognize their worth. If they find themselves in a toxic environment or under leadership that fails to respect them, moving on and finding a company that offers a better fit is essential. Tara’s message is clear: women should never settle for less than they deserve when it comes to respect and opportunities.
