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Should you specialize or broaden your skills

Specialist vs. Generalist: Six Reasons it Pays to Specialize

Handymen are well known for their “big or small, we do it all” approach, offering a wide range of services.

Many view us as “jacks of all trades, and masters of none.”

And this generalist approach has its benefits. You need fewer customers to keep your schedule full, every day is different, and you get to build close relationships with clients. There’s also built-in job security when you can handle a wide variety of projects.

However, from a purely business standpoint, it can be significantly more profitable and enjoyable to specialize and limit the services you provide. So in the rest of this article, I will explore the benefits of specializing and compare that to the typical MO of a pro handyman.

You’ll find this concept motivating and intriguing, even if you enjoy being a generalist.

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HS035 – Make Your Business More Profitable By Specializing

What does it mean to specialize?

In most cases, it means you focus on one specific trade, such as plumbing, electrical, or HVAC. Most licensed contractors are specialists.

However, you can specialize even further. For example, an electrician can specialize in home theater installation. A plumber can specialize in unclogging drains or emergency services. A carpenter can specialize in custom door installation or building decks. A handyman can specialize in power washing.

With the internet now connecting you to virtually endless people, it’s possible to specialize in a very specific niche and still keep your schedule full. For example, I once met a guy who specialized in trampoline assembly and was making a killing.

Here’s a picture of the work truck of a guy who specializes in picking up dog poop.

The options are endless when it comes to services you can specialize in.

Do you have to limit yourself to that one service?

No, not necessarily. Even if you offer a wide range of handyman services, it’s beneficial to choose one or two services to get good at and then promote those to customers.

The benefits of specializing

Benefit #1 – Expert Positioning

When you specialize, you automatically position yourself as an expert, which is helpful for marketing.

Being seen as an expert builds trust and helps you stand out.

This is especially true when trying to attract wealthy clients. They often have refined tastes and aren’t looking for some weekend handyman who can “probably figure it out.” They want somebody that’s like, “This is what I do!”

They want an expert.

For example, one of the services I specialize in is TV wall mount installation, and it’s one of the primary services I promote to gain new clients. Simply promoting this service has positioned me as an expert.

The funny thing is that customers who hire me to hang a TV will often ask me if I do anything else. I love when I hear this because I know that my marketing worked. Although I am a handyman and do all kinds of services, they see me as a TV wall mounting expert.

Most handy people can wall-mount TVs, but customers hire me more often because I’ve chosen to promote it as my specialty.

Benefit #2 – Higher Income Potential

By specializing, you can make more money in less time. This is true for a few reasons.

  1. Customers are willing to pay more for an expert. That’s because hiring an expert implies more certainty that the job will be done well. It’s a form of insurance. Additionally, customers often assume the job will be done better when a specialist is at hand.
  2. You become more proficient, allowing you to complete a project in less time and often with higher quality. This is especially important in a competitive area because it will enable you to make more money without raising your prices.
  3. You can package your services in more profitable ways. For example, instead of charging based on time, you can charge flat rates. You can also create packages, upsells, and even recurring services. There are all kinds of creative ways to package your services, and specializing gives you the time and focus to develop and test different offerings.
  4. You can avoid free quotes, which is an insidious practice that eats into your profits.

Of course, you can do all of these things without specializing in one service, but it’s more complex. You only have so much time and mental energy, after all. The simplicity of specializing allows you to get more creative.

Benefit #3 – Higher Conversions

Whether you are marketing with craigslist, your website, or Thumbtack, you will have higher conversions if you specialize. That means a higher percentage of people that see your ads will contact you.

By promoting your specialty instead of general “handyman services,” you stand out from other handymen.

Example: Let’s say a customer is looking for a fence repair on Craigslist. They come across a few posts with the following titles:

  • “Local Handyman – 30 Years of Experience”
  • “$10/hr Handyman Services”
  • “Professional Handyman”
  • “Fence Repair Service”

Each ad offers fence repair, but which one would you click on? You’re most likely going to click on the most relevant ad, which is the one that says fence repair.

This scenario plays out in countless ways on all marketing platforms. The more relevant your business is to the exact service someone needs when searching for a pro, the more likely you will grab their attention and turn them into a lead.

Sometimes people are looking for a general handyman and a specialist ad will be less likely to convert, but I’ve found that most people are searching for the exact service they need when looking for a pro to hire.

Benefit #4 – Easier to Hire Help

As a professional handyman, you tackle various problems that require creative solutions and a broad spectrum of knowledge. Additionally, you need to understand your limits and which jobs to avoid.

Hiring somebody who’s equally skilled and trustworthy is challenging. Typically, you will need to pay more for this level of skill. Becoming an all-around handyman takes years of experience or a certain type of person.

But, if your business only offers one or two services, it’s much easier to train somebody with less experience. If you specialize in something basic, you can often train a complete newbie in a few days.

For example, if you specialize in gutter installation, you could train an unskilled laborer in a matter of weeks, freeing your time to focus on other things.

Benefit #5 – Simplified Pricing

Quoting jobs can be a serious time-suck. As a new handyman, you’ll find yourself running all over town quoting jobs because you’re unsure which jobs you can handle or what each job entails.

Additionally, pricing as a handyman is one of the hardest things to get right. You often have to perform a repair several times and make a few mistakes before you figure out how to price that project appropriately. And as a handyman, you handle many projects, which usually means lots of undercharging.

Projects almost always take longer than you expect.

Specializing eliminates much of this complexity. There’s still a learning curve, but it’s much shorter because there is less to learn in most cases.

Specializing also makes it easier to quote jobs over the phone or email, eliminating the need to travel and quote in person. If you specialize, you will likely develop fixed pricing and easily quote over the phone without visiting customers’ houses.

Simplified pricing also makes it easier to hire somebody to answer the phone for you, once again freeing you up to do more impactful things in your business, like marketing or creating systems.

#6 – Streamlined Operations

One of the downsides of being a handyman is that you need so many tools and supplies, and it’s a constant effort to manage them. Before heading to a job, you will likely need to load or unload certain tools from your vehicle.

Unless you have a dedicated trailer, you probably can’t carry all your tools simultaneously.

When you only offer one or two services, you can usually carry everything you need on you at all times. You never have to stop and think about which tools you need before leaving your house for a job.

You can also have more specialized tools (usually overkill for a generalist) that can save you time and make jobs easier.

And you can carry common supplies allowing you to make fewer trips to the store.

This streamlines your business, making nearly every aspect of it more efficient. And when you are getting paid for your time, efficiency is a big deal.

The Disadvantages of Specializing

At this point, you’re probably thinking that specializing is a no-brainer. And it is. But just like everything, it does have some downsides.

The first one is that specializing requires more marketing effort to keep your schedule full, and that’s because fewer customers will turn into repeat clients. Compare that with a traditional handyman business, where just a few good customers can keep your schedule mostly full.

Your marketing will be more effective if you specialize, but you need more customers consistently. For someone starting their business who is new to marketing, this can make things more challenging.

This isn’t necessarily a bad thing, though, especially if you’ve implemented what I teach in Handyman Marketing Machine and already have more customers than you need.

Another downside of specializing is that you may find yourself getting bored. One of my favorite things about the handyman business is that I’m solving new challenges every day. One day I might be building a new gate. The next, I’m hanging pictures, fixing doors, and installing a stripper pole.

The variety you get with a handyman business is not only stimulating for the mind, but it helps avoid repetitive stress injuries. I couldn’t imagine installing flooring every day, for example.

And lastly, when you specialize, you are less likely to build close relationships with customers since many will only hire you once. If you like to get close to your clients and remember their dogs’ names, then specializing may not be for you.

The best of both worlds

Luckily, there is a third option. You can still offer a wide variety of handyman services while having a specialty or two. Those specialties can help you stand out from the competition with your marketing, and then you can promote your handyman services once you get in the door.

You can also start offering every service you can, then find what you like most and dig deep into that. Then focus your marketing on that service, which will allow you to increase your profitability while still relying on the security of your general handyman services.

You can start as a generalist (usually easier) and slowly develop a specialty or two (generally more profitable).

Conclusion

Choosing a service or two to specialize in is an excellent way to increase your profits, differentiate yourself from competitors, simplify your business, and make it easier to hire employees.

Even if you continue to offer a wide range of handyman services, you can still experience many benefits, such as boosted profits and differentiation.

The key to making it work is to invest your time and effort into marketing your specialty. As I’ve said before, good marketing makes everything in your business easier and more profitable.

Of course, you’ll need to learn some new skills and buy some specialized tools as well, but that will inevitably happen when people consistently hire you for the same project.

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  • Shane April 29, 2014

    Great article, it really has instilled some confidence in me. I am about to launch my business, and was originally intending to be a ‘we do it all’ type of service. Now you have me wanting to specialize, and I don’t even know what to specialize in. I’m hoping to have more clear goals once I realize what’s worth it to specialize in. Thanks Dan, your blog is very, very useful.

    • Dan Perry April 29, 2014

      Thanks Shane. Let me know what you come up with!

  • wade May 2, 2014

    Dan, as usual your articles and podcasts are incredibly informative and practical. I have been a general for 23 years working on big additions and renovations. I always offered small repairs and installs as a customer service to build the trust and relationship so that they would call me for the big project. I have switched my target marketing to small projects and can’t keep up with the work. I love the the NO stress and time it allows me. Now I only do the big projects if I like the client or if they are an existing client and I feel like doing it. Thanks

    • Dan Perry May 2, 2014

      That’s awesome to hear, wade. It sounds like the time you have spent designing your business around your lifestyle is paying off. More handymen should take notes from how you approach the business.

      Thanks for the comment!

  • PATRICK FEARICK May 4, 2014

    I don’t know. I find myself doing different types of jobs everyday and I prefer it that way. I know my limits and have been very profitable as of late. To me doing the same shit everyday becomes a drag. I think its a pride thing, to be a well rounded technician that’s skilled in many different areas. Also Ive found that in my area theres a huge demand for a guy who can come in and bang out the “to do list”, ie. fix tile, drywall, plumbing leaks, change receptacles, install fixtures, patch concrete, paint, ect.

    • Dan Perry May 4, 2014

      Good point, Patrick. It’s great to hear that you are making good money and thanks for sharing your perspective.

    • Michael Tuttle February 4, 2016

      “ect” is an incorrect abbreviation. You are abbreviating the words et cetera. etc. is the correct abbreviation. I see this almost as often as when folks use the words loose, instead of LOSE and then, rather than THAN. People just follow what they see others do, sometimes, even when it’s wrong. Nothing personal. Just my own observation.

      • Dan Perry February 4, 2016

        Thanks for the correction, looks like it was just a typo.

  • Eric K. October 9, 2014

    I’ve also started phasing out certain types of services myself. I won’t go up on roofs or crawl under houses anymore. I don’t attempt to do crown molding anymore. I won’t pour concrete slabs or replace old grout in tile. I used to try to do all of these just to pick up work but I’ve discovered that there’s plenty of work in the other areas. I also phased out doing business with clients who live out of town but own rental properties locally. That has always resulted in headaches so now I have a strict policy against it. I’m trying to streamline my business model and this seems like something to definitely consider. Thanks, Dan

    • Dan Perry October 10, 2014

      This is definitely something I’ve gone through as well. In the beginning I was so hungry for work that I would do anything I thought I could handle. Now, my customers are put through a series of questions before I’ll even consider the job! Total shift in mindset, but definitely for the better. I’m a strong believer that if you don’t like/profit from what you are doing, then you shouldn’t do it.

      • R Jeff Von Horn September 1, 2020

        I started doing handyman work 6 months ago. At first, I took the jobs no one else wanted: ladders, roofs, crawlspace and heavy masonry. Now I’ve got a couple of areas that have great margins. The question is, how to scale?

  • Jumpy Joey December 17, 2014

    Great article, and so glad I stumbled across your blog(s). I will start following your work. I specialize in something kind of unique. I run a trampoline sales and assembly company. Talk about niche, I’m the only company in the US running my business model, and successfully at that. I get calls for playgrounds, basketball goals, workout equipment, etc…., but I turn them down. It’s not what I do. It’s not what I know. I know how long a trampoline assembly takes me, and I have set pricing (which can change depending on distance or other variables). For me to take on a wooden swing that I’ve never seen, could take me a day or more, and I can’t work like that when I already have enough business in what I specialize in. We’ve been able to open up a showroom in the Dallas / Fort Worth Metroplex where we carry very high end trampolines. I run a successful ecommerce site where I can sell nationwide as well. We do a lot of inground trampolines as well. I’m aware that anyone can copy me at this point, as I’ve only been doing it 3 years, however, they’re up against a hill that I’ve created. I’m easily found online just about anywhere with the keyword trampoline attached, and I’ve got 3 years of customers that use me often when they move or wish to upgrade, etc… I may sound boastful, but I’m very prideful in where I’ve gotten things currently at. I enjoy having my father as my helper as well. Next step is to begin subbing out jobs across the nation, and I believe I’ve found the software/tool to do just that. 2015 will be a good one.

    • Dan Perry December 17, 2014

      That is a great example of specializing. It’s so powerful to focus on one service and just dominate in it as you seem to have done. That’s a weird niche you’re in, but if it’s working that’s all that matters.

    • David Honiker February 3, 2020

      Great article! I hope you’re doing well!

  • Wayne Porter February 3, 2015

    The article about specializing makes good points, but while I can make the most money selling and installing shower doors, which I have done for about nine years, I really like a variety of things to do. I realize that a do-all approach is not for everyone, but some personalities need a healthy dose of variety to keep interest in what they do.
    It does come with the headaches mentioned, and the cost of additional tools, but for me money is not everything. You have to like what you do, and as someone has said “Variety is the spice of life”, and I am one who needs a daily sprinkling.

  • Barry May 22, 2015

    Nice post Dan. I’m glad I stumbled onto your site. I’ve been agonizing over how to name my business. I’ve been a handyman on the side while working my full time job for over a year now anticipating doing it full time beginning in January of 2016. I definitely identify with having to carry every tool in the world with you because you never know what you’ll come across on the job. I had already come to the conclusion that it makes sense to specialize I just don’t yet know what that specialty will be. I’ve done everything from demo work to replacing a damaged car port roof, interior/exterior painting, minor electrical, exterior trim, and the list goes on. I don’t feel as though I have quite enough jobs under my belt to make a call on the most profitable but the interior trim/ built-ins are fun. I’ll need to make a call soon. Glad to hear I’m not alone in trying to make this call 🙂 Thanks again.

    Barry

    • Dan Perry May 25, 2015

      I think you are taking the right approach. Test the waters, get some experience, see what people are looking for, and find out what you like and are best at. The options are endless.

  • Stan McCall November 25, 2015

    Thanks for this blog post Dan. I have been turning down jobs that I don’t want to do like tile back splash, going on roofs, replacing fence posts etc. I have been in business almost 2 years now and it is time to sit down and look at the numbers.
    I have been finding that people don’t mind paying my rate for a few hours but if it is two or three days of work they balk at the cost but it is impossible to give a fixed price on a to-do lost.
    I have a question, do you list prices for specific jobs on your web site or in your advertising?

    • Dan Perry November 25, 2015

      I have done a few tests with posting pricing as a deterrent for tired kickers calling me. However, I still got calls from people finding me on other online assets that didn’t know my pricing. I typically don’t post pricing on any ads, but that’s not because I think it’s a bad idea. In some cases, for like specific jobs like TV wall mounts, I think posting pricing is a good idea.

  • Dave February 4, 2016

    It’s a tough one for me. Hence the long reply!
    If I have no employees and I can be really quite free with my time, and I really like that.
    But on the other hand there are times when working on my own is exhausting, especially now I’m getting a bit older.

    I have a niche in mind and can see how it would be a lot easier to scale up that niche and probably make good money.

    But I also know from experience that bringing in employees and scaling things up brings some headaches and I’d definitely lose the quite casual way I go about things nowadays.

    At the moment I get up drink some tea, roll out about 9.30am and do maybe 6 or 7 hours work at a pretty decent rate. I’m not getting super rich off it, but it’s not particularly stressful either. I have all my tools at hand in a fantastic sprinter van.

    If I employ a full time employee then I’d probably have to roll out the door at 7.30 and forget the 6 or 7 hours, more like 8 or 9…… 10?

    Probably more $ in pocket but more stress, more work.

    I thought about maybe just keeping my business a one man show with occasional helper as it is – then adding something thats a profitable niche to it like pressure washing.

    But realistically when the pressure washing is done and they ask “hey do you know a painter”? and then I say “hey, I’m a painter..” they say “do you also do carpentry too, we need that fixed before we can paint” of course I’d say yes and then next thing I’d need to hire people and round and round it goes.

    To hire or not to hire?

    • Dan Perry February 4, 2016

      I totally understand, it’s a tough decision.

      How well have you optimized your business for just you? I’m betting that you can increase your income by 20% by just streamlining your processes.

      But, if you want to go bigger than that…

      I would try promoting a very basic service that requires few tools and basic knowledge, then start off hiring somebody part time to take that over once you start generating enough leads for it. Then, slowly build up from there. The idea of working 10 hours a day sounds pretty terrible so I would ease into it.

  • Michael Tuttle February 4, 2016

    Hi Dan,

    Excellent advice, as always. I have mounted a few flat screens over the years and really enjoy that, as you seem to, as well. I would like to just do that, mostly, too. My concern is hooking up other kinds of equipment/devices along with the mounting and I’m not real knowledgeable about that. I have hooked up my own surround system, DVD player, etc., but my experience is limited. Just throw myself into the fire and adapt? How did you make the transition? And what obstacles did you encounter? Thanks!

    • Dan Perry February 4, 2016

      I think that you should promote that service and see what people ask for, rather than try to get all prepared and offer them stuff they don’t want. Then you’ll know what you need to learn and you can learn as you go.

  • Christian Morales February 10, 2016

    This article is very useful in any type of business. The most important is the identity of a business and value proposition. Also the uniqueness of business from others. The branding of a business will be built according to customer’s experience.

  • Dwain Brewer April 8, 2016

    Have not been on your site in awhile. I operated my own handyman business for 2 years, did well. A year ago wife lost her job with our benefits. At the same time I took a salary job at the mill long hours, on call, fast paced, stress and benefits. No time for side work. Sure miss running my own business, customers unable to find anybody, still getting calls. Wife unsure about us making it in business and being able to afford benefits. I see you are promoting a start up book and pricing guide and other information. Any info about small business health benefit packages or where to find best rates. Still have van, tools, and inventory. Thanks, In His Hands Handyman Services, Dwain B.

  • Richard April 30, 2016

    What is your opinion on charging a fee for proposal quotes?

  • Edward Handy May 4, 2016

    Great piece of advice! As an employee of a handyman company in Sydney, I would say that growing a business in the services niche is not a difficult task, as long as you have a decent number of customers which will hire you. To me, the best thing to do when starting a handyman business is specializing with a high-demand service. As your reputation and number of clients grow, as your portfolio of services might be enhanced. Just take notes of what your clients need done in the utmost, and provide it!

    • Mike June 25, 2016

      Hi Edward I’m thinking of starting a handyman business down here on the south coast. What sort of services do you see in high demand in Sydney?

  • Mark September 4, 2016

    Hi,
    A great read thank you so much.
    I am looking at starting a handyman business myself but a lot of things has held me back. I would like to know what type of licence or qualifications would you need to start your own handyman business??…

  • PAUL MEYERS October 15, 2016

    Great Website – Love HandyManStartup – always great stuff on here.
    Thanks for sharing – keep it up.

    Paul

  • Kurt Frankenberg November 22, 2021

    Glad I specialized Dan! I do window screen pair and earn five figures a month after expenses as a solo operation. By doing less I earn more… plus have pretty short workdays because doing only one thing makes me faster and more efficient than if I tried to do it all.

    • Dan Perry November 23, 2021

      Wow, that’s awesome! I actually tried screen repair, but I stopped doing it because I was inefficient and couldn’t make a profit. But it sounds like by specializing, you solved those problems. A perfect example of what I’m talking about in this article.

  • Steven Caudill November 23, 2021

    Thank you Dan,
    I’ve been self employed as a handyman for over 10 years now. I have followed you for many of those years and have upgraded my earnings multiple times with ideas from you. I have been actually working on specializing as I see the same benefits as what you outline in this post. Every point resonated with me. It is great to be in charge of how you earn a living and be able to change and adapt to be able to enhance earning potential. I just felt I had hit a wall or ceiling the last year or so. It is great to see that others recognize the potential in specializing as it confirms I am not just seeing what I want to see. Thank you for the resources and encouragement you offer. I have become a better handyman over the years in part because of your input.

    • Dan Perry November 23, 2021

      That’s awesome, Steven! Congrats on your success and I’m always happy to hear that my content made a difference.

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