If you run a home service business—like plumbing, landscaping, or HVAC—Facebook Ads can feel like shouting into a void. You are paying to reach people who might live 20 miles away or rent an apartment.
Nextdoor is different. It is the only platform where 100% of the users are verified residents of specific neighborhoods. It is the digital version of neighbors chatting over the fence.
This isn't about viral content; it's about trust. In this Nextdoor advertising guide, we will show you how to turn neighborly chatter into high-value contracts.
The Trust Economy
Step 1: The "Fave" Strategy (Recommendations)
On Nextdoor, you cannot just buy your way to the top. You need "Faves" (Hearts) and Recommendations.
When a neighbor recommends your business, it doesn't just show up on their feed; it stays on your business page forever. This is powerful social proof.
How to get them:
- Claim your Free Business Page: You must verify your business phone number or address.
- The "Follow-Up" Email: After you finish a job, send a specific email: "If you were happy with our work, would you mind recommending us to your neighbors on Nextdoor?"
- Direct Link: Nextdoor gives you a custom link. Send this via text message to happy clients.
✅ The 1-Mile Rule
A recommendation from someone 20 miles away is useless. Nextdoor prioritizes recommendations from the immediate neighborhood. Focus your efforts on clients in your target zip codes.
Step 2: Running "Local Deals" (Not Ads)
Standard banner ads on Nextdoor are okay, but Local Deals are where the magic happens. These look like special offers exclusive to the neighborhood.
Why they work:
- Exclusivity: "15% off Gutter Cleaning for [Neighborhood Name] Residents."
- Low Cost: You can run a Local Deal for as little as $3.
- Map Visibility: Your deal shows up as a green tag on the neighborhood map.
Winning Offer Structure:
"[Service] Special for [Neighborhood Name]! First 10 neighbors to book get [Discount/Bonus]."
Nextdoor Ads vs. Facebook Ads
Should you shift your budget? Here is the breakdown for home service marketing:
| Feature | Facebook Ads | Nextdoor Ads |
|---|---|---|
| Targeting | Interests & Broad Location | Specific Neighborhoods & Zip Codes |
| Trust Level | Low (Lots of Spam) | High (Verified Residents) |
| Best For | Brand Awareness & Products | Home Services & Local Retail |
| Cost | Variable (CPM) | Fixed Cost or CPM (Often Cheaper) |
Step 3: Community Management (The No-Spam Rule)
Nextdoor users are protective of their feed. If you spam, you will be flagged and hidden. Community reputation management is critical.
The Golden Rules:
- Don't post ads in the newsfeed: Use your Business Page for updates, not sales pitches. Only use paid placements for selling.
- Reply to requests: Use the search bar to find people asking "Does anyone know a plumber?" Reply politely with your credentials.
- Handle negatives gracefully: If someone complains, do not argue. Reply: "Hi Neighbor, I am so sorry to hear this. I want to make it right. Please DM me." Neighbors are watching how you handle conflict.
Step 4: The "Neighborhood Sponsor" Status
For larger businesses, you can become a "Neighborhood Sponsor." This puts your ad in the newsfeed and allows you to post content (articles, tips) into the feed twice a month.
This is great for real estate agents or insurance brokers who want to build long-term authority rather than just get a quick sale.
Summary: Be a Good Neighbor
Hyper-local marketing on Nextdoor isn't about tricking an algorithm. It is about proving you are a trustworthy part of the community. By gathering recommendations and offering exclusive local deals, you turn every customer into a walking billboard for your business.
Is Your Reputation Working for You?
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