The U.S. market for home services was worth $595 billion in 2021.
Is your home service business getting its share of this growing market?
Would you like more leads, but aren't sure how to get them?
Home service marketplaces could be a good place to start.
HomeAdvisor, Thumbtack, and Angi's are three of the top lead generation sites for home contractors and service professionals.
Deciding which one to use takes some research, though.
In the debate over HomeAdvisor vs Thumbtack vs Angi's, each platform has pros and cons.
Let's dive into the details when we compare HomeAdvisor vs Thumbtack vs Angi's for lead generation.
You'll be in a better position to decide which one lead generation strategy may best for your business.
Using HomeAdvisor to Get Leads
HomeAdvisor is a pay-per-lead platform.
However, you also have to pay an annual membership fee to be listed on the site.
To get started on HomeAdvisor, you'll need to set up an account.
The first step is creating your business profile.
The HomeAdvisor system will conduct a background check as well as a sex offender, civil judgment, and state license screening.
After the system approves your account, you can set your monthly lead budget.
Types of Leads From HomeAdvisor
HomeAdvisor has two types of leads:
- Market Match
- Exact Match.
Market Match leads are shared.
They go to you and to other service providers in your area.
Exact Match leads are exclusive leads to your company.
How Much Do Leads Cost?
How much you'll pay for each lead depends on several factors including:
- Your industry
- Types of jobs you want leads for
- Size of the project
- Region you work in
The cost can vary widely based on these factors.
You pay more for Exact Match leads than for Market Match.
You can use the Lead Fee Schedule tool for an estimate of what you could expect to pay.
Important: HomeAdvisor charges you a lead fee even if the potential client doesn't end up choosing you to complete their project.
Pros and Cons of HomeAdvisor
Setting up and managing your profile on HomeAdvisor is easy.
You can turn leads off to avoid wasting money when you're not in a growth phase.
One big downside of HomeAdvisor is the cost.
HomeAdvisor is one of the most expensive sites to use.
Also, when you sign up for HomeAdvisor, you give them the right to use your business name for their own marketing.
They can create a business profile online in your name and point it back to HomeAdvisor.
You can help reduce this risk by creating your own online directory listings before you join HomeAdvisor.
Using Thumbtack to Get Leads
Registration on Thumbtack is free for contractors.
You pay for leads when potential clients ask for a bid.
To start using Thumbtack, you need to register and set up your business profile.
You'll select a category for your business and add information like your areas of service.
You'll also need to upload a headshot and an introduction of yourself.
Types of Leads on Thumbtack
Thumbtack offers you exact matches and opportunity leads.
An exact match is when a customer is looking for a job that perfectly matches the types of jobs you're willing to take.
Thumbtack charges you automatically for exact match leads.
Setting your targeting preferences is very important to be sure that exact matches really fit the jobs you want to do.
With opportunity leads, you can see customers who are actively requesting quotes for services you provide.
You can reach out to the customer if a job looks interesting.
You only pay for these leads if the potential customer responds to your offer.
One feature that sets Thumbtack apart is Instant Match, which is an automated lead generation tool.
Instead of replying manually to leads, you can pre-submit information about your services and pricing.
When a relevant job posting comes up, Thumbtack automatically sends a bid on your behalf.
How Much Do Leads Cost?
Like HomeAdvisor, the cost of a lead depends on several factors including the size of the job and the number of other interested providers in the area.
If many contractors are competing for the same jobs, the price of the leads goes up.
Thumbtack adjusts its lead pricing weekly.
Pros and Cons of Thumbtack
The first advantage of using Thumbtack is that it's free to join.
However, the cost per lead can be as high as HomeAdvisor.
The quality of the leads may not be as good because Thumbtack's customers tend to be more price-sensitive.
Instant Match is another benefit of using Thumbtack.
You can get leads without needing to constantly monitor your messages.
Thumbtack hosts professionals outside of home services.
Getting leads can be harder because a smaller percentage of people using the site will be looking for what you offer.
You may have less competition from other contractors who prefer specialized platforms, though.
Using Angi's to Get Leads
Creating your business profile on Angi's is free.
However, you may need to pay for advertising to get better results.
Paid listings show at the top of search results in your categories.
Contractors with a paid listing get placement on non-advertisers profile pages.
Angi's uses a star rating system for its business profiles.
You need a 3.5 or better rating to keep your profile near the top of the search results.
Your rating also determines whether you can use pay-per-click ads.
To generate leads, you have to become certified and pay for advertising.
Certification means maintaining a rating of at least 3 stars, keeping your licenses up-to-date, and undergoing a background check every two years.
How Much Does Advertising Cost?
Advertising on Angi's starts at around $300 per month.
Pricing is on a custom basis, though.
The cost varies based on factors like the services you provide and your location.
You have to sign a 1-year contract for Angi's ads.
A 35% early termination fee applies if you try to end the contract early.
Pros and Cons of Angi's
A basic listing on Angi's is free.
If you can get enough positive reviews, you can attract new clients at no cost.
Consumers who have paid for membership on Angi's may be more likely to actually hire a contractor.
However, the cost to advertise isn't transparent, and ending your contract early is expensive.
Your success on Angi's depends heavily on reviews, which limits your control over your results.
Also, the quality and quantity of leads you get can vary widely.
Comparing HomeAdvisor vs Thumbtack vs Angi's
The debate over lead generation from HomeAdvisor vs Thumbtack vs Angi's doesn't have a clear winner.
Your business goals and how you use each service are major factors in the results you'll get.
You can use marketing channels like HomeAdvisor, Thumbtack, and Angi's as ways to build your online presence.
Test the platforms to see if you're getting enough quality leads to make the time and money worthwhile.
Any and all of these sites could help you grow your business when you use them effectively.
If you'd like to avoid jumping through the hoops on lead generation sites like HomeAdvisor, Thumbtack or Angi's, click here to see how you can generate your own exclusive leads who have credit card in hand ready to pay for your services.
Looking for more digital marketing tips to give your home service business a boost? Schedule a complimentary strategy call with one of our lead generation experts to get more clarity over your marketing plan.