On paper a lead might cost twenty dollars. In practice, a pro buys five of them to win one job, so the real cost is closer to a hundred. Then factor in the time spent quoting, driving, and following up. Then factor in the leads that were never serious to begin with.
The platforms know this. The pricing models are designed to keep credits flowing back into the system as fast as possible. Refunds come as platform credits, not cash, so the only way to use them is to keep buying more leads.
We think the honest answer is to stop charging for leads entirely. Match a small number of qualified pros to a real homeowner project. Charge once, only when work is booked. Everyone is on the same side.
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