Why are HomeAdvisor reviews so critical to attracting leads in the home services industry?
A Gallup poll found only 29% of consumers believed building contractors had “high or very high” honesty and ethics. Is this perception the truth for the vast majority of the industry?
Of course not.
Much of your customer’s apprehension stems from inexperience about the home remodel or improvement process or a poor experience. You can change that with HomeAdvisor, boosting your lead flow in as little as 45 days.
Here’s what we’ll cover today:
Table of Contents
Why HomeAdvisor is essential to your home renovation business
HomeAdvisor got their start as Service Magic in 1998. They connect homeowners with prescreened home remodeling and improvement pros. Lots of pros offer this service; this isn’t unique to HomeAdvisor, so what makes them unique? Their merger with Angie’s List.
In October 2017, HomeAdvisor merged with Angie’s List to form ANGI Homeservices, trading on the NASDAQ as ANGI. This merger created the largest digital marketplace for home services.
This merger created a monopoly.
“While there are many user-review websites, there are no other large-scale services that allow people to seamlessly sift through reviews and set up an appointment with a plumber or roofer.”
Here’s why this merger is meaningful.
Consumers rely primarily on review platforms to find professionals, and ANGI home services (via HomeAdvisor, Angie’s List, and nine other service brands) is the undisputed leader. This means you have access to a never-ending supply of customers.
It’s a huge opportunity in the right hands, even if you’re not a believer in services like HomeAdvisor, here’s why.
HomeAdvisor’s dominance is your gain. You have steady access to customers who are willing and able to buy.
Who visits HomeAdvisor?
We can break HomeAdvisor users down into four groups — Millennials, Generation X, Baby Boomers, Silent Generation. Here’s how these groups approach home improvement on HomeAdvisor.
|Research sources||Millennials||Generation X||Baby Boomers||Silent Generation|
|% Used Previous Contractor||30%||23%||35%||32%|
|Checked Big Box Stores||64%||74%||60%||50%|
|Remodels by generational cohort|
|Favor design and aesthetics||X||--|
|Favor modernization over design||X||X||--|
|Focused on value and ROI||X||--|
While other generations are firmly established financially, millennials have yet to recover from the great recession. According to HomeAdvisor:
“The generational gap in priorities is a dramatic example of the millennials’ current struggle to catch up financially with older generations. Even 10 years after the great recession, the generation that came of age during the collapse and slow recovery is trying hard to get its feet back on the ground.”
This plays a significant role in the research, shopping, and buying habits of millennials.
“These trends make sense: Millennials are consistently using multiple methods to research the costs at a higher level than other generations. In addition to wanting a higher return on their investments, millennials are price-sensitive consumers that have come into their adult lives in the midst of the great recession. They haven’t yet hit their peak earning power and have smaller houses than any other generational cohort (1% smaller than baby boomers, 5% smaller than the silent generation, and 6% smaller than Generation X).”
How does this contrast with shoppers in other generations?
“Millennials’ need for financial growth is manifesting itself not only in intergenerational differences in spending priorities, but also in methods of price and cost searching. Respondents report generational differences in their methods for researching home improvement costs, with Generation X and millennials preferring online and retail options. Baby boomers and the silent generation also used the internet, but they relied on previous contractors and retail options more evenly.”
What does this mean for your home improvement business? It isn’t enough to focus your attention on word-of-mouth. You’ll need to cater to each generation if you want to ensure that your business is successful.
How HomeAdvisor compares to other review platforms
The big three platforms — Google, Facebook, and Yelp — are still dominant. As far as mainstream platforms go, these generate a significant amount of quantity.
If you have strong review profiles on the big three, why bother with HomeAdvisor? These mainstream platforms provide strong lead volume, sure, but the reviews on these platforms tend to be generic.
Why is this a problem?
Reviews on industry-specific platforms often have more discerning customers. Their reviews defuse objections, minimize risk and incentivize action. Mainstream platforms like Yelp can provide you with solid reviews, but the customers on these sites tend to be generalists who are more interested in providing the pro with a “good job” and a pat on the back.
What should your goals be on HomeAdvisor?
HomeAdvisor is a lead driven platform. Twenty years ago, when they were known as Service Magic, the focus was lead generation.
HomeAdvisor’s focus is on revenue.
The more revenue they provide to their home improvement pros, the more revenue they’re able to generate for their business.
Claiming or creating your profile on HomeAdvisor
If you’re looking to double your lead flow consistently, creating a profile on HomeAdvisor is the first step. Here’s how you do it.
1. Visit HomeAdvisor.com/spa/zip
2. Create your free account.
3. Verify your account by receiving or requesting a call.
4. Install the HomeAdvisor Pro app on your Apple or Android device.
Once you’ve downloaded the HomeAdvisor app, you can view leads in real-time, contact prospective customers, view customer reviews, and manage your account settings.
Once you’re in, you’ll see their Lead Center, My Profile, Ratings and Reviews, Articles and Tools, and Account.
Once your contact info is verified, you’ll be able to add additional information and begin generating leads in your account.
From there, you’ll be able to optimize your HomeAdvisor profile.
Optimizing your HomeAdvisor profile
Optimizing your HomeAdvisor profile is simple. Create and verify your account, complete your profile, and begin requesting reviews from your customers.
Let’s take a look at Suburban Comfort, an HVAC company in Naperville, IL.
Let’s take a look at the items labeled in this first photo.
- We see an aggregate review rating of 4.76 and 537 total reviews. This is a large number of reviews on HomeAdvisor. Most providers don’t come anywhere close to this number.
- Phone and address. Simple, clear, and concise.
- Quote or Book Now options help to segment, qualify, or disqualify customers based on interest.
- Deals function as irresistible offers that sweeten things for your customers. The more value the deal provides, the easier it is to attract and convert customer attention.
- Their description seems to focus on their business. In reality, it’s focused on the customer. Their description lists the counties served, office locations, years (25), and hours (24) of operation.
- A list of achievements provides social proof and customer validation.
- More social proof via HomeAdvisor. This pro has been vetted by HomeAdvisor directly.
What about the rest of their profile?
Suburban Comfort has provided comprehensive information on their:
Which one of these bullet points is most important to your customers?
Do you know?
I don’t either. That’s why it’s so important that you tell the whole story. Fill out your profile completely —give customers the information that they need. What if you write too much?
Not to worry.
If you provide customers with too much information, your customers will skim the page, searching for what works best for them.
Next, we have images and reviews.
Photos give customers a lot of information about your business. Reviews build trust, boost credibility, and defuse objections. Reviews show customers what to expect (good or bad) from your business. This means building a strong review portfolio should be an ongoing process.
Requesting and responding to HomeAdvisor reviews
HomeAdvisor reviews are a great way to build a strong local search profile. These reviews are a powerful way to generate search engine traffic when combined with reviews from other mainstream platforms. Here’s what HomeAdvisor has to say about reviews on their platform.
“Ratings & Reviews empower homeowners to make educated hiring decisions and help our member service professionals communicate the quality of their work. We pride ourselves on the integrity of our Rating & Review collection and authentication process. Learn more about how it works:
1. Homeowners can review any professional that is a member of HomeAdvisor.
2. A dedicated team follows up on reviews to determine authenticity.
3. All honest, objective feedback is posted – good or bad.
4. Professionals have the opportunity to respond to the reviews they receive.”
HomeAdvisor bases reviews on three criteria.
- Customer Service
- Value for the money
They also ask customers to provide additional feedback on the pro they hired.
Here’s the thing about feedback.
HomeAdvisor has a resolution process in place for customer complaints. Here’s how they handle it.
“Your feedback is vital to the quality of service our member professionals provide. As with any credible grievance process, we first evaluate both sides of the story before making a final decision. Often, an unpleasant experience is the result of a simple misunderstanding between the two parties. However, if there is a negative trend against the service professional, we reserve the right to remove a service professional from our network.”
Believe it or not, this is good news.
HomeAdvisor is willing to work with you on behalf of the customer. This is an interesting departure from other review platforms like Yelp. Why is HomeAdvisor willing to give you the benefit of the doubt with customers when others won’t?
They’ll do this because you’re their money maker.
Here’s an example that demonstrates what I mean.
The service is free for customers to use, but it’s a paid service for pros. They need pros to survive, so their interests are somewhat aligned. What about responding to customer reviews? If you have a pro account, you can respond to customer reviews directly.
Goal tracking via HomeAdvisor
HomeAdvisor doesn’t offer much in the way of in-house analytics. They provide you with lead tracking, whether that’s via their book online our quote tool.
What if you need more tracking?
That’s where platforms like CallRail comes in. CallRail is an analytics tool for phone calls and web forms. Using CallRail, you can create and track vanity numbers.
Take a look.
Your HomeAdvisor Point-of-Contact
It’s surprisingly easy to reach a HomeAdvisor support rep. They give you clear contact information and a variety of instructions you can use to get immediate help.
Phone: 1-877-800-3177 or 303-963-7200
Live Chat: Chat with a Live Representative
FAQs: Browse FAQs
Address: HomeAdvisor, Inc. | 3601 Walnut St #81 Denver, CO 80205
It’s notoriously difficult to get someone on the phone if you need help with your Google Review. HomeAdvisor is refreshingly open.
Advertising on HomeAdvisor
HomeAdvisor has lots of unhappy customers.
These are contractors who register for a pro account, pay their per-lead fee, and wait for results. What do they receive for their money?
Many of these pros feel the platform was a raw deal for them.
There are some legitimate concerns when it comes to HomeAdvisor (i.e., creating profiles on third party sites, then selling the leads to other customers). I’m not going to cover those details in this post. Instead, I’m going to focus on helping you double your lead flow in 45 days or less. First things first.
You need a HomeAdvisor profile, whether you’re buying leads from them or not.
Because HomeAdvisor profiles have a strong presence in Google’s search results, and your competitors are present in HomeAdvisor. If you’re not, you’re losing market share in Google’s search results. A strong review portfolio means you have profiles in HomeAdvisor, Yelp, Google Reviews, and a variety of other review platforms.
Here’s why this is important.
If you decide to purchase leads from HomeAdvisor, it’s easier to convert customers with a strong review portfolio. What if you decide that HomeAdvisor is not for you and you decide to go your own way?
You still need a strong review portfolio.
If you decide to run your own ad campaign, customers are still going to check for reviews. A strong review portfolio lowers your per lead cost, so it costs less money to attract more customers. It increases your return on investment, and your return on ad spend.
What if you decide to advertise on HomeAdvisor?
Here are some best practices you can follow to improve the results you receive.
- Pay for a yearly subscription to join HomeAdvisor.
- Pay for individual leads. You’ll need to determine whether you want market match leads — leads that are shared with two other providers (three total). Or, exact match leads —leads that are sent exclusively to you.
- Set your spend target. This is the amount you’ll spend weekly on HomeAdvisor.
- Follow-up with leads immediately. This increases your chance of winning the job or at least the chance to bid on their project.
- Test the platform. If HomeAdvisor isn’t going to work for you, you’ll want to find out on the cheap.
- Use call tracking to verify the leads coming in from HomeAdvisor. This will give you the tools you need to verify that the platform is consistently producing results.
- Keep categories that perform, dump categories that fail to produce a return.
What if you decide against HomeAdvisor? How can you use HomeAdvisor to produce the results you need?
- Use Paid ads via Google Ads, Facebook Ads, Bing Ads, or second-tier platforms to attract customers who are in the market for home improvement.
- Create landing pages that include the following ingredients: Maintaining ad scent, the customer’s problem, a solution (irresistible offer) customers can opt-in to receive (e.g., checklist, quiz, email, etc.) and social proof via embedded reviews from HomeAdvisor, Yelp, and other review platforms.
- A/B split tests to identify the landing pages that work best. You can use free tools like Google Optimize to test which landing pages or offers are working and which ones are not.
- Call tracking via platforms like CallRail to verify calls and customer contacts.
- Re-marketing to customers who’ve visited your site, with a combination of reviews + irresistible offers, deals, and incentives.
- Email notifications that let you know, in real-time, when a lead comes in. This is your cue to reach out immediately to these customers.
Here’s how you double your lead flow.
You use a service like Answer the Public to identify all of the questions customers have on a particular topic. If we use a keyword like “HVAC,” here’s a list of the 155 most common questions.
Next, turn these questions into content. You can do this by:
Combine these strategies with the strategies I mentioned, whether you’re working with HomeAdvisor or not. This is how you double your lead flow in 45 days.
Here’s the best part.
You can scale these strategies up or down, provided that you can handle the demand. If you want more leads, push a little harder. If you don’t want as many leads, you can let off the gas a bit.
Trustworthiness is tied to competence
The more credibility you have, the more competent you are, the more leads you receive. The more reviews you have, across a variety of review platforms, the easier it is to attract and win new customers.
Customers are apprehensive.
Their apprehension is based on their inexperience or poor experience, and their default is typically distrust. You can change this situation for the better.
You need competence, credibility, and social proof.
It’s a three-step formula you can use to win non-stop leads. Your customer’s perception isn’t reality. Content is the key to trustworthiness. With the right content, you can eliminate your customer’s apprehension about the home remodel or improvement process.
Give customers the competence they need, and you’ll find customer apprehension is largely a thing of the past.