Easy. If you live in a specific town, and you market to that town primarily and not spread out your marketing so wide out that it gets thinned out, then you will become the familiar local contractor that one can put a face to a name.  The problem is that most contractors look at marketing like fishing nets.  The wider the better. No.  You can be found via Google and get work word-of-mouth in many areas in your market yes, but you want to focus on a very specific "farm" area that knows you by name and face.  In example, if you need 200 jobs a year; why market to 2.2 Million?  Look for that township that has 2000 homes and needs 10% of what you provide replaced per year and you'll never have to prospect again, nor worry about out of towners taking your business.