According to the National Association of Home Builders (NAHB), there are 6.5 million second homes in the United States (2022), representing 4.6% of total housing units. Many of these properties remain vacant for extended periods throughout the year, creating risks that homeowners may not discover until significant damage has already occurred. Water leaks, storm damage, pest infestations, HVAC failures, and security concerns can all develop while owners are away. As a result, the Home Watch industry has emerged as a specialized service sector dedicated to helping homeowners monitor and protect their unoccupied properties.
Despite the growing need for these services, Home Watch remains a relatively niche industry. Many homeowners are unfamiliar with the concept, and business owners often face challenges educating prospective clients about the value they provide. Because Home Watch is not always a service consumers actively search for, companies in the industry frequently struggle with visibility and customer acquisition.
Home Watch Marketing has spent over a decade working through these problems for new and existing Home Watch businesses. After developing websites for several Home Watch companies and managing many active websites, it has gained insight into what Home Watch business owners need to effectively market their services both online and offline. It understands the Home Watch industry and works to help many of its clients rank high in organic search results, search engines, local or map packs, and now in AI-related search results.
The company works with both new and established Home Watch businesses, helping them build a strong online presence through website development, search engine optimization, and digital branding strategies. Its efforts are focused not only on traditional search visibility but also on emerging search technologies, including AI-powered search experiences. As digital discovery evolves, Home Watch Marketing helps clients improve their visibility in organic search results, local map listings, featured snippets, and conversational AI-generated responses.
Glenn Sojourner, founder of Home Watch Marketing, has worked with new startups since 2015, providing guidelines for website content creation in this niche and then creating a high-performance Home Watch website designed to support their growth. Because of his deep knowledge of the Home Watch industry, he provides insightful, relevant direction to new business owners and helps them through their startup.
Sojourner says, “It is important that a Home Watch business conveys a feeling of professionalism to someone who owns a second home. Everyone offering Home Watch services is selling a schedule, a checklist, and a report. But what sets one Home Watch business apart from its competitors is its skills, training, experience, knowledge, and the ability to build trust with clients. This applies to their online presence and face-to-face meetings.”
Home Watch Marketing offers web design, branding services, search engine optimization, Answer Engine Optimization (AEO) for featured snippets, Generative Engine Optimization (GEO) for conversational response with AI tools, and a newly launched Customer Relationship Management (CRM) marketing and sales system. The company’s offerings are designed to help providers communicate their identity and values clearly.
Besides branding, Home Watch Marketing offers a full-stack marketing and sales platform that integrates lead capture, automated follow-up, appointment scheduling, and pipeline management. These systems are about reliability. By streamlining processes and centralizing tools, providers may find it easier to maintain consistency in client communication and service delivery.
This systems-driven approach reflects a broader philosophy. Sojourner believes that Home Watch businesses can thrive through repeatable, reliable operations. Home Watch Marketing supports this by offering customizable messaging campaigns, AI-powered lead nurturing, and visual sales pipelines. These are all designed to help providers stay organized and responsive.
While no single tool guarantees success, the combination of strategic marketing, operational clarity, and authentic visibility may help Home Watch professionals establish a scalable operation. Sojourner states, “In the end, this business is about trust. That’s what we are truly offering.”
