Marketing to customers in a specific region vs. Adding support to customers signing up

We're a company that sets up all of your utilities (electric, water, gas) in one place. We just put a small amount of money into marketing in our area (DC Metro Area) because we currently have support for the providers in this area. But based on our tracking, people from all over are signing up and then hitting a dead end when there aren't any providers. But the people coming in are from all over and on-boarding a new provider doesn't take 0 effort. I just wanted to hear everyone's thoughts since I'm kind of stuck between the 2 options right now.