I don't have as good a frame of reference, but likely to be higher social trust/tighter network of people. Hiring a local makes good sense if you're pretty he won't duck out on you (i.e. he's been living there for decades) and has good personal reputation in the community.
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Personally, if I'm just passing through an area or staying briefly, I seek out a national chain since I can know what to expect. If I'm settling into an area for a while, I find the established local professionals and pick one with rep for good service and prices.
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probably overall more demand for services someone can do on a self-employed basis than labor demand by established employers, too
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