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Angi's & HomeAdvisor VS Doing Your Own Marketing

If you’re a contractor specializing in kitchen and bathroom remodels, you know how important it is to keep the leads coming.

Two big names you’ve probably heard of are Angi's (formerly Angie’s List) and HomeAdvisor. But what if there’s a better way?

Let’s dive into the pros and cons of using these platforms versus handling your own marketing.

Options:

When it comes to getting new clients, kitchen and bathroom remodel contractors have a couple of main options.

Angi's and HomeAdvisor are popular platforms that connect you with homeowners looking to remodel.

But there’s also the option to run your own marketing campaigns.

In this post, we’ll break down the ups and downs of both approaches to help you decide which one works best for your business.

Angi's & HomeAdvisor

Bad Experiences in Popular Areas

If you’re in a high-demand area, you might find that Angi's and HomeAdvisor are packed with contractors. This means more competition and less visibility for each of you. Imagine being in a city where hundreds of contractors are all listed on the same platform. It’s tough to stand out when everyone’s fighting for the same attention.

Example:

Picture your business in a busy metro area. Even with great reviews and top-notch work, you might get lost in the sea of similar profiles, making it hard for homeowners to choose you over others.

Stats:

In crowded regions, contractors often receive multiple inquiries for a single lead, making it hard to manage and convert them effectively.

Low-Quality Leads

Not every lead you get from these platforms is a winner. Sometimes, you end up with clients who aren’t ready to commit, have tight budgets, or need something outside your expertise.

What It Means:

Third-party platforms cast a wide net, and sometimes that net catches the wrong kind of fish. You might spend time and resources on leads that don’t turn into actual projects, which is frustrating and costly.

Shared Leads with Multiple Contractors

One major downside is that your leads aren’t exclusive. A single lead might be sent to 5-8 different contractors in your area.

Impact:

This increases the competition and decreases your chances of landing the job. Homeowners get flooded with proposals and might pick the first one that responds or the one that looks the cheapest, not necessarily the best.

Efficiency Loss:

Constantly chasing shared leads can drain your marketing budget and eat up your time without guaranteed returns.

Advantages of Doing Your Own Marketing

Control Over Lead Quality

When you handle your own marketing, you can target exactly who you want to reach. Whether it’s homeowners looking for high-end kitchen remodels or eco-friendly bathroom upgrades, you decide who sees your message.

Example:

If you specialize in sustainable materials, you can focus your marketing on eco-conscious homeowners, ensuring the leads you get are more likely to value your expertise.

Brand Building

Your own marketing lets you build a unique brand that reflects your company’s values and style. Unlike third-party platforms where your branding gets lost among others, your marketing efforts keep your name front and center.

Benefit:

A strong brand helps build trust and makes you memorable to clients, setting you apart from the competition.

Cost Efficiency

While starting your own marketing might require some upfront investment, it can save you money in the long run compared to paying fees for leads on platforms like Angi's and HomeAdvisor.

Savings:

By reducing dependency on paid leads, you can allocate more of your budget to other areas, like improving your services or expanding your team.

Direct Client Relationships

Handling your own marketing means you deal directly with your clients without any middlemen. This direct interaction helps build stronger relationships and trust, which can lead to repeat business and referrals.

Trust Building:

Clients who interact directly with you are more likely to feel confident in your services and recommend you to others.

Effective In-House Marketing

Website Optimization

Your website is your online storefront. It needs to look professional and be easy to find on search engines.

Key Points:

Responsive Design: Make sure your site works well on all devices, especially mobile.

SEO Practices: Use the right keywords, meta descriptions, and quality content to rank higher on Google.
Clear Call-to-Actions (CTAs): Guide visitors to contact you, request a quote, or check out your portfolio.

Content Marketing

Creating valuable content can attract and educate potential clients. Blogs, guides, and case studies not only showcase your expertise but also help drive traffic to your site.

Ideas:

How-To Guides: Share tips on kitchen and bathroom remodeling.
Case Studies: Highlight successful projects with detailed descriptions and photos.
Design Trends: Talk about the latest trends and how you incorporate them into your work.

Social Media Engagement

Platforms like Instagram, Facebook, and Pinterest are great for showing off your projects and connecting with potential clients.

Strategies:

Visual Content: Post high-quality photos and videos of your work.
Interactive Posts: Use polls, Q&A sessions, and live streams to engage your audience.
Consistent Posting: Keep a regular schedule to stay top-of-mind with your followers.

Email Marketing

Building and maintaining an email list helps keep you in touch with past clients and encourages repeat business.

Tactics:

Newsletters: Share updates, project highlights, and remodeling tips.
Automated Follow-Ups: Send personalized emails after project completion to request feedback and encourage referrals.
Exclusive Offers: Provide special discounts or early access to new services for your email subscribers.

While Angi's and HomeAdvisor can provide leads, they come with challenges like oversaturation, low-quality leads, and shared opportunities with multiple contractors.

On the flip side, investing in your own marketing gives you control over lead quality, helps build your brand, saves money in the long run, and allows you to build direct relationships with your clients.

By optimizing your website, leveraging content and social media marketing, and implementing effective email campaigns, you can create a sustainable marketing strategy that brings in high-quality leads and supports your business growth for the long haul.

The Results:

$1,980.02 SPENT = 67 HQ LEADS

$650,000+ JOB CLOSED
>$200,000+ IN PIPELINE VALUE

A Note for Other Contractors:

If you’re a remodeling firm in Dallas, TX, we won’t be able to help you out. We’re committed to working with just one contractor in each area to avoid conflicts of interest and to give our clients the exclusivity they deserve.