When I started building Pest Badger, one of the biggest unlocks wasn’t a new service or ad channel — it was getting crystal clear on who we were actually selling to.

If you don’t understand your customer, everything else falls flat. So here’s how I think about target markets for pest control and what’s worked for us as we’ve scaled past $10M.

Residential: Meet Sally Jones

Most pest control companies are majority residential — same for us. And almost all of those services are bought by women. In our case, 67% of the people who reach out to us are women, most of them being between 35 and 55 years old.

I like to personify our ideal customer: we call her “Sally Jones.” She lives in a nice neighborhood, has a couple of kids, a busy schedule, and wants her home to be safe, clean, and well-kept. She’s often part of a dual-income household earning between $300K–$600K+, and she’s not looking for the cheapest provider — she’s looking for peace of mind.

She’s the kind of person who just doesn’t have time to deal with pests. And if she’s invested in her landscaping or outdoor space, bugs are a serious problem, not just an inconvenience.

There’s also a “keeping up with the Joneses” mindset. If her neighbors have pest control, she wants it too. Same goes for lawn care and curb appeal. Presentation matters.

What They Actually Care About

Here’s what our residential customer is thinking about when they reach out:

• Keeping their kids and pets safe

• Protecting their home (often their biggest asset)

• Avoiding embarrassing pest issues

• Maintaining their yard and outdoor space

• Getting fast, clear communication

And honestly, they’re not excited to call us. It’s a necessary evil. No one wants to deal with pest control — they just want the problem solved without stress.

Why Communication Is Everything

This is where most pest control companies fail: communication.

I can’t tell you how many new customers we get because someone else didn’t pick up the phone or respond to an email. People are frustrated with poor service: techs showing up unannounced, leaving gates open, not saying a word.

Our fix? Communicate everything.

We tell them when we’ll arrive. We send a picture of the technician. The tech knocks, introduces himself, takes photos and videos, solves the issue, and walks them through exactly what was done. We make it clear, respectful, and thorough — and that alone sets us apart.

Commercial: Know What You’re Walking Into

Commercial clients are a different beast. Typically, the decision-maker is a facilities manager or maintenance director. Additionally, about 80% of the time, it’s a man and they’re working within a budget.

They’re often not as emotionally invested. They want something that gets the job done and fits the numbers.

Personally, I don’t chase a ton of commercial work unless the client values premium service. The margins are tighter, and the loyalty isn’t the same. But if you go after it, just understand the mindset and tailor your pitch accordingly.

Crafting the Right Message

Even within one city, pain points vary by neighborhood. I suggest diving into local one-star reviews — it’s a goldmine for messaging.

One area might hate companies that knock on doors. Another might complain about gates being left open. Use that feedback to shape your copy and communication.

Tools like ChatGPT can help speed up this research. I’ve used it to look up household income by zip code, pull review trends, and get hyper-specific with how we market in each area.

Where They Spend Time Online

Right now, our core customer is still on Facebook. That’s where the mom groups are. That’s where the local conversations happen. TikTok and Instagram are growing, but Facebook is still where the buying decisions are made in our space.

Final Thoughts

If you’re struggling to grow, don’t jump straight to tactics. Start with your customer. Know who she is, what she’s thinking, and what actually matters to her.

Once you truly understand your market, every decision you make — from ad creative to phone scripts — becomes way more effective.