The way people shop for fence services isn’t what it used to be. A few years ago, folks might have asked around, looked through the Yellow Pages, or maybe just picked someone from a flyer. Now, with younger generations like Millennials and Gen Z becoming homeowners, everything has shifted online.
This post breaks down how these younger buyers think, where they look, and what fence companies can do to win their trust.
Who Are Millennials and Gen Z?
Before we jump into how they shop, let’s quickly pin down who we’re talking about.
- Millennials: Born between 1981 and 1996
- Gen Z: Born between 1997 and 2012
These groups grew up with tech. Millennials saw the rise of the internet. Gen Z was basically born into it.
Why This Matters for Fence Companies
In the next few years, most new fence customers will come from these two groups. They’re buying homes, fixing yards, and looking for help online. If your business isn’t set up to speak to them, you’re going to miss out.
Let’s walk through what they want and how they shop.
1. They Google Everything
Millennials and Gen Z rarely pick up the phone to call right away. First, they Google it.
They search things like:
- “best fence contractor near me”
- “privacy fence installation cost”
- “wood vs vinyl fence”
If your company doesn’t show up in those searches, they won’t find you.
What to Do
- Make sure your website is mobile-friendly.
- Use plain language that matches what they search for.
- Focus on local SEO so you show up in “near me” searches.
2. Online Reviews Carry Weight
A younger buyer will almost always check your reviews. They look at Google, Facebook, Yelp, and sometimes even Reddit.
A handful of bad reviews can scare them off. No reviews at all? That’s even worse.
What to Do
- Ask every happy customer to leave a review.
- Respond to reviews, even the bad ones.
- Don’t fake it. They can tell.
3. Social Media Isn’t Optional
They’re scrolling TikTok and Instagram more than watching TV. That’s where you want to be.
Even if they don’t follow you, they might check your profile before calling. A dead page with no posts makes your business feel sketchy.
What to Post
- Before and after shots of fence projects
- Time lapse videos of builds
- Customer shoutouts
- Quick tips on fence care
4. They Care About Design
Younger buyers don’t just want a fence that works. They want it to look good too. They might even send you a Pinterest post to copy.
They care about:
- Style
- Color
- How it fits with the house or yard
What to Do
- Show different styles on your site
- Use photos, not just text
- Explain the pros and cons of each type
5. They Don’t Like to Wait
If your website loads slow, they’ll leave. If your quote takes a week, they’ll move on. Speed matters.
What to Do
- Use a fast website host
- Add a “Request a Quote” form
- Reply to messages quickly
Even a short reply like, “Thanks, we’ll follow up soon,” can keep them from leaving.
6. Ads Still Work, But They Have to Be Smart
Google and Facebook ads still work. But you can’t just blast a logo with “We Do Fences.” That won’t cut it.
What They Click On
- Clear offers: “Free quote within 24 hours”
- Local proof: “Serving Austin since 2010”
- Real images: Not stock photos
Keep the message short and direct. Focus on one service at a time.
7. They Compare You to Others
This group doesn’t pick the first contractor they find. They open tabs, compare websites, check prices, and look for trust signals.
What are trust signals?
- Real customer photos
- Local phone number
- Recent reviews
- Clear pricing info (even a range helps)
If your website feels old or thin, they’ll skip it.
8. They Want to See the Team
Younger buyers like to know who they’re hiring. A faceless brand doesn’t build trust.
What to Add
- Team photos
- Short bio for the owner
- A message about your values (keep it honest)
9. They Ask Questions
This generation reads. They Google. They want to understand what they’re buying.
You don’t need to write a book, but answer the basics.
Topics to Cover on Your Site
| Question | Answer (short and clear) |
|---|---|
| How long does installation take? | Most projects take 1-3 days |
| Do you handle permits? | Yes, in most cities |
| Can I choose the fence style? | Yes, we offer wood, vinyl, metal, and more |
| What if I have dogs? | We offer pet-safe options |
| How do I get a quote? | Use our form or call us |
10. They Care About the Experience
It’s not just about the fence. It’s how you treat them.
Are you polite? Do you show up on time? Do you keep them in the loop?
Even small stuff matters. A text saying, “Running 10 minutes late” can make a big difference.
Final Thoughts
Millennials and Gen Z aren’t that different. They just grew up with different tools. They expect speed, honesty, and clear info.
If your fence company can meet those expectations, they’ll keep calling.
At FenceWebs, we work only with fence companies. We help you get found, look good, and bring in more jobs from the people who are searching right now.
If you’re ready to stop missing leads, we’re here to help. No pressure. Just fence marketing that actually works.
Need help with your website or local SEO? Reach out to FenceWebs. We’ve been helping fence companies grow for over five years. We speak your language and we’ll keep it simple.
