Platforms like Angi (the former Angie’s List and now owner of HomeAdvisor), Thumbtack, and Houzz can be powerful tools for home service contractors – but only if you understand how they work … and how to work them to your advantage. Far too many contractors burn through cash chasing leads without a system, and then blame the platform when they fall short of their goals. By deploying the right strategy, you can turn Angi and similar marketplaces into steady pipelines. Here are several ways to use their potential more effectively:
Build a Profile That Sells for You
Your profile with Angi or other platforms is your storefront. If it looks only half-finished, outdated, or vague, customers will scroll right past you. Think of your profile like your service van. If it looks professional, customers assume your work is professional too. That’s why it’s important to:
- Complete every section. Make sure you include your services, service areas, certifications, and hours. Don’t assume a particular service is too insignificant to mention, because that may be exactly what a user is looking for.
- Highlight seasonal services. In addition to listing services, include those with a strong seasonal connection. For example, you may list AC tune-ups, but it’s also a good idea to separately mention “Spring AC tune-ups.”
- Show your work. Post before-and-after photos that show real jobs you’ve completed. In addition to proving you can handle the task, this lets the user see how you leave a customer’s home. If the work looks professional and clean, they’ll trust you to care for their home.
Make Reviews Your #1 Priority
On Angi and HomeAdvisor, reviews aren’t just an extra. They’re often the deciding factor in who gets the job. Contractors with a strong base of recent, high-quality reviews are almost always chosen over those with only a few or outdated ones — even if both have similar ratings. So be sure to:
- Ask immediately. Customers are most appreciative right after the job is done, so hand each customer a card or send them a text with the review link. Even better, train your techs to ask for reviews and reward those who generate the most good reviews with gift cards or similar prizes.
- Respond to each. Whether the customer’s impressions were good or bad, professional responses show prospects you care. Thank people who make nice comments and tell them what a pleasure it was to work with them (even when it wasn’t.) When reviewers post complaints, apologize for falling short of their expectations and ask them to call you so you can make it right. Most won’t, but prospective customers will notice that you care and have made the effort.
- Reuse them. When you get great, well-written reviews, screenshot them and reuse them in your proposals, website, and Google profile.
Be Smart With Paid Leads
Paid leads can boost your business, but they can also drain your budget fast if you don’t keep control. It’s important to manage them carefully:
- Narrow your service area. Don’t try to pay for leads two towns over if you don’t want to handle business that requires extra drive time.
- Pinpoint categories. Make sure your categories are specific to the work you actually do and want to keep doing. There’s no value in listing low-margin services you’d rather not handle.
- Respond immediately. On Angi and similar platforms, speed wins. If you’re the first contractor to call back, you’re far more likely to be the one who gets the job.
- Track everything. Keep a record of all the leads you receive from a platform, noting which one turned into closed jobs, how much money you made on them, and how many of them ghosted you. Analyzing this data tells you whether your spend is worth it. In addition, remember that some markets naturally perform better than others based on demand, population density, and competition. Instead of comparing your results directly to a peer in another city, focus on optimizing the factors you can control.
- Seek insight. Lead aggregators like Angi, HomeAdvisor, EverConnect/Best Picks, Modernize, and Networx provide built-in platforms for tracking and grading leads. Take advantage of these tools to monitor lead quality, measure conversion rates, and better understand where your money is going.
Don’t Put All Your Eggs in One Basket
Choosing just one platform may involve less money and hassle, but it can also reduce the amount of business you receive. Spread your visibility across multiple platforms to reach more homeowners:
- Thumbtack is good for quick jobs and competitive bids.
- Houzz is best for high-end installs and projects where photos sell the work.
- Nextdoor can be ideal for local word-of-mouth and referrals.
- Modernize, Networx, and Best Picks Reports are all great for expanding reach in specific regions and testing new audiences.
Since Angi’s Leads acquired HomeAdvisor, the two platforms now operate under one umbrella, so your results and competition could overlap. By showing up in multiple places, you increase your odds and reduce the risk of being too dependent on one lead source. Using multiple lead sources helps you stay visible beyond Angi’s ecosystem and reach customers wherever they’re searching.
Turn Platform Users Into Your Customers
What’s the biggest mistake contractors make with leads from Angi and similar platforms? They think of the customers as belonging to Angi instead of to their businesses. Aggregators like Angi may generate large numbers of what seem to be leads, but many of those won’t be homeowners in your area with a genuine need for help.
That’s why we don’t recommend adding leads to your marketing system until you can confirm they represent legitimate opportunities for business. As soon as you know that, consider the lead to be yours. Some contractors will have their customer service representatives (CSRs) follow up with every potential lead, but that tends to be time-consuming and is rarely productive. Instead, use applications such as Hatch and Chiirp that automate the follow-up process and can help you pin down which of the leads may turn into business. (Don’t forget to ask every customer who comes to you through a platform to leave a review, building your long-term local search visibility.)
Follow Up Like a Pro
Even the best leads won’t convert without solid follow-up. That’s because homeowners rarely hire after just one touchpoint. Following up (and following through) keeps your name top-of-mind and shows professionalism. Train your CSRs or office team to follow up quickly and consistently. A short, friendly text or call within minutes of receiving a lead often makes the difference. Create scripts or templates that feel personal but efficient. Automation tools like Liftify and Hatch can handle the process automatically, ensuring every lead gets attention, even when your team is busy in the field.
Marketplaces Are Tools, Not Magic
Angi, HomeAdvisor, Thumbtack, and Houzz can absolutely generate business — but only if you use them strategically. Build a professional profile, collect reviews, track your ROI, and focus on converting one-time jobs into long-term customers. Most of all, never let leads go cold. Need help putting all this advice into play? You’ll appreciate having your own outsourced Cornerstone marketing team. Our marketing professionals know how to make the most of leads, whether they come from marketplaces like Angi or other sources.