Are Angi Leads Worth It For Contractors?

Are you a small business contractor looking for ways to expand your customer base? Angie Leads, formerly known as HomeAdvisor and Angie’s List, might have caught your attention. But before you dive in, let’s take a closer look to see if it’s worth your time and investment.

The Evolution of Angie Leads

First things first, what is Angie Leads? You might have heard of Angie’s List and HomeAdvisor before. Well, here’s the scoop: Angie Leads is the result of a merger between these two platforms. Angie’s List and HomeAdvisor used to be separate companies, but they were both owned by the same parent company. Then, Angie’s List acquired HomeAdvisor, and in 2021, they officially merged to become Angie Leads.

Now, what does all this corporate shuffle mean for small business contractors like you? Frankly, not much. What you care about is getting more customers, and Angie Leads might seem like a convenient solution. But is it really?

The Leads Dilemma

Yes, Angie Leads can provide you with leads – there’s no doubt about that. When you log into your Angie Leads account, you’ll likely see a bunch of leads waiting for you. But here’s the real question: Are these leads worth your investment?

Let’s dig a bit deeper into how Angie Leads operates. When a potential customer searches for services on Google, Angie Leads often appears at the top of the search results. The catch is that Angie Leads and HomeAdvisor still appear as separate entities, even though they’re now one company. They pay Google to be there, and they’re not the only ones competing for those top spots.

When a user clicks on one of these ads, they’re prompted to fill out a form with their project details. What they might not realize is that their contact information is about to be sold to multiple contractors simultaneously. Yes, you heard it right – the same lead is being sold to several contractors at once.

This situation leads to frustration for both contractors and customers. Contractors find themselves in a race to contact the lead first, and customers get bombarded with calls from multiple contractors, often without warning. It’s not an ideal situation for anyone involved.

The Value Proposition

Now, you might wonder why so many contractors are turning to Angie Leads despite these challenges. Well, it’s because they want more customers, and Angie Leads offers a seemingly simple solution. Instead of investing in a website, advertising, SEO, or social media marketing, they opt to buy leads. But here’s the catch: It often doesn’t work as well as expected.

Let’s break down the process. You invest a certain amount of money upfront in Angie Leads, hoping to get customers in return. This is standard marketing: you put money in and aim to get more money out on the back end.

However, it’s crucial to track your ROI diligently. You need to monitor the money you put in, the number of leads you receive, the conversations you have with potential customers, the bids you submit, and ultimately, the number of jobs you secure and the revenue and profit they generate.

For instance, if you invest $1,000 in Angie Leads, you want to ensure that you get at least $3,000 back. Your goal is to generate more money than you put in. But this equation varies from one business to another, and it’s essential to find your own winning formula.

Why Angie Leads Can Be Frustrating

Many contractors are frustrated with Angie Leads for several reasons:

  1. Leads Aren’t Always Ready: Angie Leads often sells leads to contractors who aren’t ready to be contacted. Homeowners might fill out a form without expecting immediate calls, leading to a poor initial experience.
  2. Delayed Calls: Contractors don’t always call leads immediately, which can lead to missed opportunities. Being among the first to respond can significantly impact your chances of securing a job.
  3. Price Competition: Angie Leads tends to foster a price-centric environment, with customers comparing quotes from multiple contractors. This may not be ideal if you want clients who appreciate your value beyond just offering the lowest price.
  4. Weird Sources: Leads from Angie Leads can originate from various sources, including websites that users might not expect. This can result in homeowners receiving unexpected calls from contractors.

What Should You Do?

So, should you use Angie Leads? Well, that depends on your specific circumstances. Some contractors find success with it, but many others do not. To determine if it’s right for you, focus on the following:

  1. Track Everything: Monitor the performance of your Angie Leads investment meticulously. Understand your conversion rates and ROI to see if it’s worth the money.
  2. Invest in Your Online Presence: Consider investing in your own website and optimizing your Google Maps presence. When potential customers find you through these channels, they’re often more prepared to engage with your business.
  3. Differentiate on Value: Don’t make your business solely about price. Showcase your expertise, quality work, and excellent customer service to attract clients who value these qualities.
  4. Follow Up: Implement a robust follow-up process for leads, especially those who might not be ready initially. Nurture these leads over time to increase your conversion rate.

In the end, Angie Leads can be a viable option for some contractors, but it’s not a one-size-fits-all solution. To make an informed decision, track your results, focus on your online presence, emphasize your value, and be prepared to adapt your strategy as needed. Remember, your business’s success depends on your ability to adapt and grow in a competitive market.

If you have any questions or comments, feel free to reach out. We’re here to help you make the best choices for your contracting business.

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