So, You Want to Brand Your Service Fleet?

One of the benefits of owning and operating a home service business is that we’re constantly on the move. We can put all the time spent on freeways and parked in driveways to use advertising our services.

An eye-catching vehicle wrap transforms your service van or truck into a mobile billboard for your business. Done correctly, a vehicle embossed with your brand can turn heads. But it’s not an inexpensive investment. Expect to spend around $3,000 to $5,000 for a professional wrap. This may or may not include design services. So, if you want to wrap your entire fleet in big bold beautiful graphics, be prepared to pay a handsome amount. Alternatively, you could decorate your vehicles with more subtle branding. Some light lettering and a logo may be more affordable.

So, is it worth it?

Here’s what you need to know before hiring a wrap company.

Vehicle Wraps Are Actually Pretty Effective

Vehicle wraps fall under the same advertising category as billboards, digital boards, and kiosks. Despite our fixation on all things digital, these old-school marketing methods still work. According to recent research from the Out of Home Advertising Association of America:

  • 24% of consumers report that outdoor advertising introduced them to a new business or product in 2020
  • 34% say outdoor advertising influenced a purchase decision

Not bad, right? Compared to TV, radio, print and online advertising, which generate comparable traction, fleet advertising makes sense. It increases brand exposure and name recognition. Think of all the people stuck behind your van in rush-hour traffic. They’re a captive audience. Who knows? Maybe someone will snap a picture of your vehicle because they need a new HVAC system.

And They’re Cost-Effective

You only have so many dollars in your marketing budget. You need to spend them wisely. Compared to conventional means of advertising, a branded fleet will give you the most bang for your buck. Wrap advertising costs around $0.77 per thousand impressions. (Each person who sees your business name or logo counts as an impression.) That’s a fraction of the cost of a radio ad, which will run you close to $9 to reach the same amount of people. Likewise, a newspaper ad will set you back around $20.

Plus, mobile advertising is more targeted. Each time you roll through a neighborhood, you’re reaching the right audience: homeowners.

A Branded Fleet Instills Confidence

You shouldn’t judge a book by its cover. And you shouldn’t judge a plumber or HVAC technician by their truck. There are talented technicians driving white panel vans just like there are shady contractors with flashy fleets. However, the average homeowner usually can’t distinguish between the two. They associate a sharp-looking vehicle and a uniformed professional with competence. A branded fleet signals that yours is a reputable company.

Wrap One at a Time

You don’t have to shell out tens of thousands of dollars all at once to brand your fleet. Wrap one vehicle and see how it goes. If you feel it was a wise investment, you can wrap the rest of your trucks and vans over time. A vinyl wrap lasts around five years, so you’ll get your money’s worth. Plus, they protect your truck’s paint, persevering its resale value.


Dan Dowdy is a business coach and founder of Built For The Trades, an organization dedicated to helping plumbing, electrical, and HVAC businesses succeed. To learn more about his coaching and training services or join a Masterminds for the Trades peer group, contact him here.