A mention is a lead you have already won and can still lose
When somebody answers a group thread with your company name, the persuasion is finished. The reader trusts the source and has no incentive to be sold to. Then they look you up, and the next thirty seconds decide whether the trust transfers or evaporates.
Most local businesses have never audited that thirty seconds. Reviews eighteen months old, a map pin at the wrong address, no photographs of finished work, and no answer to what it costs are enough to turn a warm recommendation back into a search for alternatives.
The asking population renews itself every summer
Permanent change of station moves concentrate between May and August, so a large block of households arrives each year knowing nobody and asking everybody. San Antonio also keeps an unusually large share of them afterwards, because people retire here and stay.
That produces two audiences from one dynamic. A fresh wave with no providers at all, and a settled veteran population that has been answering the newcomers' questions for years and whose opinion carries weight.
Spanish is a market, not a translation task
Reaching Spanish-speaking households in Bexar County is not a matter of running existing copy through a translator. It requires somebody who can take the call, and a reputation that circulates inside networks conducted mostly in Spanish.
The competitors who do this properly are few enough that it functions as an open lane rather than a competitive advantage that has to be fought for. The requirement is being able to serve those customers well once they arrive.