Update ESPHome devices through HA without HAOS

I’m using HA Core, and I’ve seen that HAOS users get a service update.install when they have the ESPHome add-on.

How can I get the same thing with my standalone HA + ESPHome setup? I assume this should be possible given that all HA is doing is talking via HTTP to ESPHome, so the code should be there. Any pointers in the right direction? Can I somehow tell HA “here is my ESPHome instance, go talk to it”?

inb4 “use HAOS”: I cannot do that. I run HA under a Xen setup that is managed via templates.