HomeAdvisor reviews double your lead flow

HomeAdvisor Reviews: How To Double Your Lead Flow In 45 Days

Reading Time: 12 minutes

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. 

Ken Copley, analyst and portfolio manager with Capital Executive, had this to say about the merger —

“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.

online reviews trust in home service industry

Source: Statista

It’s a huge opportunity in the right hands, even if you’re not a believer in services like HomeAdvisor, here’s why.

  • The “money” demographic — homeowners aged 35 to 54 rely on personal connections, friends, and family to find a contractor.
  • Younger demographics rely on online review platforms like HomeAdvisor and Yelp to complete their search.
  • 36% of both older and younger demographics looked for online reviews at some point during the sales process.
  • 50% of homeowners trust information from review platforms like HomeAdvisor, Yelp, or Google Reviews.
  • 46% relied on personal relationships to find the right home improvement professional.
  • HomeAdvisor saw a 21% year-over-year revenue growth 279.5 million.
  • 23 million service requests from 13 million households.
  • 214,000 home remodeling and improvement pros on HomeAdvisor.
  • HomeAdvisor produced an estimated 17 billion in transaction value for pros.

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 sourcesMillennialsGeneration XBaby BoomersSilent Generation
% Used Previous Contractor30%23%35%32%
Used Internet77%70%58%25%
Checked Big Box Stores64%74%60%50%
Remodels by generational cohort
Kitchen remodel17%13%11%7.4%
Bath remodel24%26%20%24%
Generational differences
Favor design and aestheticsX--
Favor modernization over designXX--
Focused on value and ROIX--

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.

HomeAdvisorYelpFacebookGoogle
# of Reviews--177M795.3M57.5% of all reviews
Global rank2,99316131
Total visits13.02M137.63M23.83B77.05B
Pages per visit6.017.5210.558.45
Bounce rate47.22%52.57%31.44%29.83%
Traffic sourceSearch (64.74%)Search (75.81%)Direct (80.17%)Direct (94.98%)

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.

  • Leads. As a home improvement specialist, this should be your primary goal. Contact information from a hungry prospect who has the desire and the budget for your services — typically, this is a customer who requests a quote.
  • Phone calls from qualified customers who are interested in a quote or bid from your company; these phone calls are a two-edged sword. As a home improvement pro, it’s also an opportunity for you to do the same. Tools like CallRail make call tracking and sentiment analysis straightforward.
  • Online reviews from happy customers that convey trustworthiness demonstrate value and defuse objections. Aggregate reviews from HomeAdvisor are visible in Google’s search results, so their platform has a significant impact on the returns you’ll receive.
  • Online visits from your HomeAdvisor profile directly to your website. If you’re looking to generate leads and win customers with these online visits, it’s a good idea to (1.) direct customers to a specific landing page that’s designed to tag customers with a tracking pixel, generate a lead, or make a sale. (2.) provide customers with a unique call tracking number so you can measure campaign performance.
  • Sales revenue derived from your services. You provide customers with a bid or quote, perform a specific service above and beyond what your customer expects. You’re paid for your expertise or time.

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

homeadvisor get started

2. Create your free account.

homeadvisor create account 2

3. Verify your account by receiving or requesting a call.

homeadvisor success page 3

4. Install the HomeAdvisor Pro app on your Apple or Android device.

homeadvisor pro app 4

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.

homeadvisor contact customer leads

Once you’re in, you’ll see their Lead Center, My Profile, Ratings and Reviews, Articles and Tools, and Account.

homeadvisor leads

Once your contact info is verified, you’ll be able to add additional information and begin generating leads in your account.

homeadvisor pro navigation

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.

homeadvisor listing example

Let’s take a look at the items labeled in this first photo.

  1. 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.
  2. Phone and address. Simple, clear, and concise.
  3. Quote or Book Now options help to segment, qualify, or disqualify customers based on interest.
  4. 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.
  5. 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.
  6. A list of achievements provides social proof and customer validation.
  7. More social proof via HomeAdvisor. This pro has been vetted by HomeAdvisor directly.

What about the rest of their profile?

homeadvisor listing details example

Suburban Comfort has provided comprehensive information on their:

  • Service area
  • Services offered
  • Quick facts
  • Credentials
  • Website
  • Areas of expertise
  • Product brands used
  • Business overview

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.

homeadvisor reviews page

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.

  1. Quality
  2. Customer Service
  3. 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.

homeadvisor-reviews response example

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.

This service works well with Google Analytics. 

Combined with Google’s URL builder, you’ll have everything you need to track the performance of your HomeAdvisor profile.

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

Social: Facebook.com/HomeAdvisor, Twitter.com/HomeAdvisor

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?

Not much.

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. 

Why?

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. 

  1. Pay for a yearly subscription to join HomeAdvisor.
  2. 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.
  3. Set your spend target. This is the amount you’ll spend weekly on HomeAdvisor.
  4. Follow-up with leads immediately. This increases your chance of winning the job or at least the chance to bid on their project.
  5. Test the platform. If HomeAdvisor isn’t going to work for you, you’ll want to find out on the cheap.
  6. 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.
  7. 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?

  1. 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.
  2. 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.
  3. 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.
  4. Call tracking via platforms like CallRail to verify calls and customer contacts.
  5. Re-marketing to customers who’ve visited your site, with a combination of reviews + irresistible offers, deals, and incentives.
  6. 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.

answerthepublic hvac

Next, turn these questions into content. You can do this by:

  • Creating ads on Facebook or Google Ads that answer these questions.
  • You can find and answer these questions on Q&A sites like Reddit, Quora, Yahoo Answers, and specialty platforms like BiggerPockets.com.
  • Create and advertise workshops for a specific target audience (i.e., how HVAC and remodeling habits can increase investor profits by 37%).
  • Partner with tangential sources that serve the same audience you do but in a different way (i.e., HVAC, general contractors, plumbers, and electricians).

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.  

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