Home service customers don't browse. They have a problem, they search, and they call whoever looks trustworthy and available near them. If your business isn't in the top few results on Google Maps, or your listing has old hours and a handful of reviews, that call goes to someone else.
The valley adds its own twist. Summer is the busiest stretch for AC repair and pool service, the opposite of most local businesses, while seasonal residents bring a wave of work in the fall when they reopen their homes. Many companies also cover the whole valley from one shop, so they need to show up in Palm Springs, Palm Desert and Indio, not just the city where they're based.