Is Angi Leads Worth it for Home Services Business Owners?

When you work in the home services industry, finding customers can be challenging at times. Word of mouth only goes so far, and it’s important to invest in the right marketing to advertise your products and services.

Since 1995, business owners have used Angie’s list to advertise their services and bring in new leads. Now known as Angi, it is a website and online directory that connects users with local service providers, such as plumbers, electricians, landscapers, house cleaners, and other home service professionals.

Some of its features include verified reviews, scheduling services, quotes on services, and paid membership options.

While Angi may be a helpful service for homeowners to find renovation services, home repair, and other home services solutions, it may not always be the best marketing option for business owners in the home services industry.

First of all, leads on Angi are expensive and may be low quality. The website charges home services professionals $300 for an annual membership and $15-85 per lead. The downside is that there is no guarantee of attaining a new job. These leads may or may not turn into actual revenue for your business.

While Angi leads will get you phone numbers to call, they may not have a very high return on investment.

Some business owners report that, after all the fees and competition, they end up spending around $1,430 for every new customer they actually book through Angi. That is cost-prohibitive for many businesses.

A carpet cleaning company in Oregon said he initially tried Angi leads and newspaper ads, but neither of them worked at all. So he decided to reach out to PostcardMania and try direct mail.

They spent $8,700 on postcard marketing campaigns and generated $55,000 which is a return on investment of 650%!

A landscaping company in Michigan also tried Angi leads and Home Advisor to generate more business, but the sites promoted his business to people outside of his area, about 20-30 miles away from him. Since he wasn’t getting enough local leads from Angi, he decided to do direct mail instead.

Direct mail marketing was more effective because he was able to focus on homeowners needing lawn care within a five-mile radius. After mailing 3,000 postcards, he received 41 leads and converted 31 of them, which he anticipates generating $55,000-$65,000 over the course of one year.

Some of the main reasons why direct mail marketing delivered a higher return on investment over Angi are:

• Hyper-targeted mailing lists allow you to directly advertise to specific groups of people who are the most likely to purchase your services. You won’t get scam phone numbers or contacts that lead nowhere. Real addresses will help lead you right to the doorsteps of qualified leads who are more ready to buy.
• Mailers are physical advertisements that stay in people’s homes for longer periods of time than digital information. Homeowners can place a postcard on their fridges and save it for later when they are ready to use it. This leads to long-term gains as customers tend to stay loyal to specific home services companies that do good work.
• Postcards may give you more leverage than Angi leads because you can place offers on the card, Google reviews, and other key information about your business that helps persuade the contact to call you.
• Instead of you taking precious time to call Angi lead phone numbers, homeowners call you after they get your postcard! This saves you valuable time and energy. Leads also feel less pressured answering phone calls because they feel more in control to contact you on their own terms.

So, as you are considering launching a direct mail marketing campaign, consider your investment. About $1,000 spent on postcards could lead to hundreds of new customers, whereas you may just get 1 new home services job with an Angi lead service of the same amount.

Your marketing budget dollars matter, so choose wisely! Let us help you look at options for direct mailers in the home services industry and try it out. Give us a call today at 1-800-628-1804 and see what direct mail marketing can do for your business.