Top 10 Fractional CMO Agencies for Home Services (2026)

We analyzed who we believe are the top fractional CMOs for home service companies, including HVAC, plumbing, roofing and electrical contractors. Below is each firm's focus, what it offers and what it costs, with Fractional CMOZ first.

What we found

• Most are specialists. Seven of the ten have a fractional CMO offer built for home services: Fractional CMOZ, Sequoia GEO, HVAC Fractional, Compass Fractional, Labtorio, Stoddard Agency and On Purpose Media. Chief Outsiders and CMOx work across industries. Local Fractional focuses on construction and trades alongside manufacturing, SaaS, professional services and CPG.
• Six publish a price. Starting prices for the main fractional CMO engagement run $3,000 to $10,000 a month, and CMOx's range tops out at $15,000. Hourly rates run $250 to $300.
• Four sell strategy and execution together. Fractional CMOZ, Sequoia GEO, Stoddard Agency and On Purpose Media can staff the work under one contract. Labtorio sells SEO and Google Ads as separate services. The rest set strategy and direct your staff and agencies.
• Three don't give a leader's full name on their site. Compass and Labtorio give a first name only, and On Purpose Media names no one. Chief Outsiders matches you with a CMO from its network.
• The firms worth hiring run an operating system for your business. That means a fixed weekly rhythm of scorecards, decisions and fixes, so the plan keeps running after month one. A fractional CMO without one is not the right fit. Ask each firm to show you its system. Among the others, CMOx works from its Functional Marketing Framework, Stoddard Agency delivers a Functional Marketing Systems Map, and Sequoia GEO runs weekly decision meetings and a monthly review.

The top 10 at a glance

Firm	Focus	Model	Leader	CMO from
Fractional CMOZ	Home services and 3 other industries	CMO, execution and team	Zachary Ellison	$5,000/mo
Sequoia GEO	Home services, $5M to $10M	CMO + optional execution	Aaron Husak	$7,000/mo
HVAC Fractional	HVAC only	CMO + oversight	Warren Sukernek	Not published
Chief Outsiders	Midsized companies, many industries	Embedded part-time CMO	Matched from 120+	Not published
Compass Fractional	Trades on ServiceTitan	CMO + vendor oversight	Brennen	$3,700/mo
Labtorio	Home services, $5M to $25M	CMO + oversight	Isaac	$5,500/mo
CMOx	Many industries	CMO network	Casey Stanton	$3,000/mo
Stoddard Agency	Home services contractors	CMO + staff	Jesse Stoddard	$10,000/mo
Local Fractional	Trades, $2M to $50M	CMO + CFO	Melissa Valdez	Not published
On Purpose Media	Home services only	Agency + CMO add-on	Not named	Not published

The top 10 fractional CMOs for home services

1. Fractional CMOZ

Fractional CMOZ installs the Marketing Impact OS for Home Service Companies: inspect, ideate, implement and iterate across seven dimensions (strategy, data, funnel friction and CRO, process, people, technology and communication). When you need a fractional marketing team, we build it from a deep network of specialists in ads, SEO, CRO, email, design and marketing ops, and we lead it. Services scale up or down month to month. We work in four industries only: law firms, home service companies, healthcare practices and DTC brands.

We helped a home service company grow from 1 location to 11, and it now franchises nationwide. For a multi-location service business, our work produced 860% organic traffic growth. Founder Zachary Ellison is the #1 lifetime-ranked fractional CMO on Upwork, Expert-Vetted, with 15+ years in marketing and more than $500M in marketing spend managed.

What we offer

• Marketing Impact Academy, to run it yourself: from $1,000 a month
• Fractional CMO Advisory: $300 an hour or from $2,500 a month
• Marketing Impact Roadmap: from $10,000, about four weeks
• Roadmap + Installation: from $35,000, 90 days
• Fractional CMO Retainer: from $5,000 a month, starting with the Roadmap, with Advisory and Academy included
• Fractional Marketing Manager: priced on scope
• Fractional Marketing Team: from $6,500 a month

Everything ongoing is month to month, with no setup fees. Every engagement starts with a 15-minute call or the free assessment.

2. Sequoia GEO

Sequoia GEO is a fractional CMO practice for established home service companies, typically around $5 million to $10 million in yearly sales with a funded marketing program. Founder Aaron Husak owned and operated Balanced Comfort for 13 years, and the company made the Inc. 5000 in 2021, 2022, 2023 and 2024. He is a former California contractor qualifier. Execution is an optional add-on to the leadership work.

What they offer

• Annual marketing direction and a rolling 90-day plan, weighed against crew capacity, margins and seasonal demand
• Budget allocation, spend reviews, scorecards and lead quality and cost analysis
• Direction of your staff and vendors across SEO, GEO, local profiles, ads, reviews, email and offline marketing
• Weekly decision meetings and a monthly performance review
• Optional execution: SEO and GEO, Google Business Profile work, service content, website improvements and ad management

3. HVAC Fractional

HVAC Fractional calls itself "a marketing consultancy built only for HVAC service companies." It works with HVAC companies doing $1 million to $30 million+ a year. Warren Sukernek has led marketing across 12 HVAC brands, per its site. The firm sets strategy and oversees vendors; your staff, agencies and specialists do most of the execution, and Warren takes on select projects himself.

What they offer

• Marketing audits, growth plans and 90-day campaign plans
• Lead-to-revenue tracking dashboards
• Google Business Profile, local SEO, Local Services Ads and pay-per-click management
• Review systems, referral programs, direct mail and email automation
• Ongoing part-time CMO leadership: strategy, vendor oversight and accountability for revenue

4. Chief Outsiders

Chief Outsiders is a national firm of 120+ marketing and sales executives that has worked with midsized companies for 17+ years. It places part-time CMOs who embed with your leadership team. It has no page built for home services; its FAQ lists home services among the industries it serves. It reports $4B in revenue growth for clients.

What they offer

• Marketing, go-to-market and revenue growth strategy
• Demand generation and customer acquisition
• Brand strategy, positioning and messaging
• Marketing team leadership and sales and marketing alignment

5. Compass Fractional

Compass Fractional is built for residential HVAC, plumbing and electrical shops on ServiceTitan doing $5 million to $10 million a year. Its CMO, Brennen, ran a digital marketing agency for 10 years, per its site. The CMO oversees execution by your team and vendors. Every tier is priced on its site, down to the hourly rate.

What they offer

• A discovery audit to set current benchmarks
• A multi-channel strategy with competitor analysis and recommended growth channels
• 90-day execution plans built with your team or vendors
• Executive oversight, performance tracking and campaign adjustments
• A one-time Strategic Roadmap Intensive: goals, benchmarks, channel and budget guidance and an action plan

6. Labtorio

Labtorio's fractional CMO, Isaac, lists "15+ years in residential construction and home services specifically." The firm works with home service and residential construction companies doing $5 million to $25 million a year, including painting, roofing, HVAC, plumbing, fencing, landscaping and remodeling. The CMO directs your team or agencies, and SEO and Google Ads are sold as separate services.

What they offer

• An annual marketing plan tied to revenue targets, with quarterly planning
• Weekly tracking and reporting against set KPIs
• Team management and training: briefs, quality standards and accountability
• Channel strategy across SEO, paid search, social, email and Google Business Profile
• Documented systems and SOPs, plus Slack or email access to Isaac between sessions

7. CMOx

CMOx trains fractional CMOs, places them with companies and runs its own engagements on its Functional Marketing Framework. Founder Casey Stanton wrote The Fractional CMO Method. It works across industries, and it publishes its own list of fractional CMO firms for home services. Engagements run 5 to 25 hours a week.

What they offer

• Fractional CMO engagements: strategy, team leadership, campaigns and KPIs
• Sales and marketing funnel mapping and a review of your team's strengths
• Fractional CMOs for franchises and for private equity portfolio companies
• Find Your CMO, which matches companies with a CMO from its network
• The CMOx Accelerator, which trains marketers to work as fractional CMOs

8. Stoddard Agency

Stoddard Agency sells a fractional CMO for home services contractors, with its own staff behind the CMO. Jesse Stoddard was CMO of a crawl space and attic remediation company, which grew from $13.8M to $17.8M in one year, per its site, before he founded the agency at the end of 2017. The offer carries a guarantee: with no positive return by day 90, the work continues up to day 180, and with none by day 180, it refunds what you paid for the first 90 days. Pass-through costs are excluded.

What they offer

• Marketing strategy and channel selection across SEO, paid ads, social, email and direct mail
• Management of your agencies and vendors against KPIs, with weekly scorecards
• Sales and marketing funnel mapping and go-to-market plans for new services
• Engaged plan: hiring and managing vendors and staff, quarterly planning and a Functional Marketing Systems Map after the first 30 days
• Half-day strategy session: a punch list, blind spots and campaigns for the next one to six months

9. Local Fractional

Local Fractional pairs a fractional CMO with a fractional CFO. Its sweet spot is construction and trades businesses doing $2 million to $50 million, and it also serves manufacturing, SaaS, professional services and CPG companies. It is the only firm on this list that also offers a fractional CFO, and it served as interim CFO through a $25M+ HVAC exit. Melissa Valdez leads the CMO work, which the firm calls "not an agency running campaigns."

What they offer

• Fractional CMO: positioning, messaging, demand generation and marketing measurement
• A sales pipeline that does not rely only on referrals
• Fractional CFO: 13-week cash flow models, KPI scorecards, capital strategy and exit readiness
• EOS and Traction integration with your leadership team

10. On Purpose Media

On Purpose Media is a home service marketing agency that sells a fractional CMO as an add-on to its programs. It serves companies whose work happens in a home, with pages for HVAC, plumbing, electrical and roofing, and it reports 150+ home service businesses served. The fractional CMO coordinates the agency's work and any outside vendors.

What they offer

• SEO, pay-per-click and website design programs
• Add-ons for email marketing, social media and AI review responses
• Fractional CMO: annual planning, monthly strategy calls and oversight of every marketing vendor
• ROI tracking and reporting on each campaign
• Research on local sponsorships

How we picked

Each firm was judged on five things: a home services offer on its own site, a named leader with trade experience, published pricing, who does the work, and a result you can check. Every fact comes from the firm's own website. We wrote this list and put ourselves first; our results, prices and Upwork rank are public.

What a fractional CMO does for a home service company

A fractional CMO is a senior marketing leader you hire part time, for a monthly fee, to own marketing results. In a home service company, the work covers seven areas.

Cost per booked job. Total marketing spend, agency fees included, divided by jobs that made the schedule. Cost per lead counts junk calls, price shoppers and shared leads. Booked jobs don't.

CSR booking rate. Booked jobs divided by calls from people who wanted service. A CMO pulls the call recordings, scores them and fixes the script, the phone hours and the missed-call callback.

Example: $29,000 a month in ads and agency fees books 160 jobs, so each booked job costs $181. Raising the booking rate from 40% to 50% books 200 jobs at $145 each. At a $450 average ticket, the 40 extra jobs bring in $18,000 a month.

Local Services Ads and Google Business Profile. On many service searches, the LSA row and the map results sit above the organic results. Each location needs a complete profile, the right service areas and a steady flow of reviews. A CMO moves LSA budget to the trades and zip codes that book.

Seasonality. AC and heating peaks, storm season for roofers, spring for landscapers. Each campaign gets briefed eight weeks before its peak, and the slow months get a plan of their own. More on building the seasonal calendar.

Memberships and maintenance agreements. Members book tune-ups in the slow months and call you first when something breaks. A CMO sets a target for active agreements and builds the CSR offer, the tech's offer at the end of a visit and the renewal reminders.

ServiceTitan or CRM attribution. A CMO ties every booked job and its revenue back to its source in ServiceTitan, Housecall Pro or your CRM, so you renew channels on revenue. Example: Google reports 220 leads, call tracking shows 160 calls and ServiceTitan shows 70 booked jobs. Only the 70 carry revenue. More on tracking booked jobs to their source.

Multi-location rollout. Each new territory needs a profile, local pages, call routing by branch and a budget sized to crew capacity. Build it once and copy it to each branch.

What a fractional CMO costs

Six firms on this list publish a fractional CMO price. Starting prices run $3,000 to $10,000 a month, and CMOx's range tops out at $15,000. Hourly rates run from $250 at Compass to $300 at Fractional CMOZ.

Three things move the price: hours a week, the number of locations and trades, and whether the firm's own people do the work. At Sequoia GEO, leadership starts at $7,000 a month, and leadership plus execution starts at $11,500.

A full-time marketing manager's median pay was $166,790 in May 2025, per the Bureau of Labor Statistics. That is about $13,900 a month before benefits, payroll taxes and recruiting. A $5,000 retainer is $60,000 a year.

Example: at a $450 average ticket and a 50% gross margin, each booked job leaves $225. A $5,000 monthly fee is covered by 23 extra booked jobs a month.

The fractional CMO cost calculator runs the comparison with your own numbers.

Fractional CMO vs agency vs in-house

An agency runs the channels it sells. A fractional CMO sets the plan across all of them and answers for cost per booked job.

Home services marketing agency. Runs Google Ads, LSA, SEO or the website, and reports on that work. You pay a monthly fee plus ad spend.

Fractional CMO. Sets the plan and budget across every channel and vendor. Checks agency numbers against booked jobs in your field software, and moves money to what books. Part time, from $3,000 to $15,000 a month on this list.

In-house marketing manager. Full time, on your payroll, at a median of $166,790 a year. Runs the work every day, and still needs a plan and a senior person to check it.

You can keep the agency and add a CMO above it to find which of its work books jobs. Hire a fractional CMO when you pay two or more vendors, nobody owns cost per booked job, or you are about to open a location.

Fractional CMO by trade

The seven areas are the same in every trade. The season, the sales cycle and the number to watch change.

HVAC companies

HVAC runs on two peaks and maintenance agreements. A fractional CMO for HVAC sets budget ahead of the first heat wave and cold snap, tracks repair calls that turn into replacements, follows up on every unsold estimate and sets a target for active agreements. HVAC Fractional works only with HVAC companies, and Compass works with HVAC, plumbing and electrical shops. Number to watch: active maintenance agreements. More on fractional CMO for HVAC companies.

Plumbing companies

Plumbing is mostly emergency work. The burst pipe call at 9 p.m. has to be answered and booked, and it often leads to a water heater or repipe job later. A fractional CMO for plumbing companies should cover after-hours calls and track booking rate by CSR. Number to watch: booking rate on after-hours calls. More on plumbing marketing.

Roofing contractors

Roofing runs on storms, inspections and insurance claims, and a sale can take weeks. A fractional CMO for roofing tracks inspections booked, contracts signed and revenue by source, instead of leads. Number to watch: cost per signed contract by source. More on roofing marketing.

Electrical contractors

Electricians grow on panel upgrades, EV chargers, generators and commercial bids. Each needs its own pages, ads and follow-up, because a service call and a generator install come from different buyers. Number to watch: booked jobs and revenue by service line. More on electrician marketing.

Multi-location and franchise

A fractional CMO for a franchise or a multi-location company builds the marketing once and copies it: a profile, local pages, call routing and a budget for each territory, with reporting by location. A franchise adds brand rules and a playbook a franchisee can run alone. Number to watch: cost per booked job by location.

Questions to ask and red flags

Before the first call, work out your cost per booked job: total marketing spend, agency fees included, divided by last month's booked jobs in ServiceTitan, Housecall Pro or your CRM.

Ten questions to ask

1. What did a booked job cost your last three home service clients, and how did you measure it?
2. Who will run my account, and which trades have they marketed?
3. Do you do the work, or direct my agency and staff?
4. What is the starting price, the first term and the notice period?
5. Will you report from ServiceTitan, Housecall Pro or my CRM, or from the ad platforms?
6. How do you measure CSR booking rate, and what do you do when it drops?
7. How do you plan for my peak season and my slow months?
8. What will I have at day 30, 60 and 90?
9. Who owns the ad accounts, call tracking and website? The answer should be you.
10. How many hours a week do I get, and how fast do you reply?

Five red flags

1. Reports show leads and clicks, never booked jobs or revenue.
2. Ad accounts, tracking numbers or the website are in their name, not yours.
3. A contract you can't leave, even after the first term.
4. Every fix they recommend is a service they sell.
5. No named person. You meet a salesperson, then someone else runs your account.

When a fractional CMO is too early

A fractional CMO is too early when you are the marketing department, there is no ad budget or vendor to direct, and nobody on the team can carry out a plan. Start with the Marketing Impact Academy from $1,000 a month: every template, monthly training and answers within 48 hours. Bring in a CMO once there are vendors and spend to manage.

The free assessment scores your marketing on seven dimensions in a few minutes.