Carpenter / RE investor here, chiming in with my own observations.
9-5 I work for a small contractor in the Chicago suburbs. Our website is functionally non-existent and - save for Facebook and Nextdoor.com, we have no other online presence. We’re booked well into next year.
1) Friendly networking on Facebook and honest replies to local homeowners on Nextdoor.com drums up a lot of business, but the majority of signed contracts are generated word-of-mouth. We do good work & clients happily share their experience with friends and family.
2) Referral sites like Angie’s List or Home Advisor are typically used by those who can’t build a local network and grow organically. Those contractors are paying for referrals because - in my experience, they aren’t professional or talented enough to experience word-of-mouth growth. You aren’t going to sign new clients if previous clients speak poorly of your work.
3) Quality projects take priority over cheap rehabs, and there’s no shortage of quality work in Chicago right now. In the words of my employer, “When the economy forces us into fix n’ flips for investors, I’ll shut the business down.” Profits are low and there’s nothing to be proud of. Not all, but many, investors could care less about quality craftsmanship.