Vertical 07 / 11
Home Improvement
A homeowner asking for a roofing quote has a real project and a real budget. We confirm they own the home, pin the project down and send them only to contractors who serve their ZIP.
Quick read
- What we supply
- Roofing, windows, siding, solar
Bath and kitchen remodels
Appointment requests - How it arrives
- Direct post, transfer, ping-post
- Rules that bite
- Contractor licensing; FTC truth-in-advertising; solar claim rules; TCPA
A contractor and homeowner look up at a roof with solar panels at sunset.
Who buys, and why
Buyers range from national installers to regional contractors and the aggregators that fill their calendars. Many want an appointment, not just a name.
Project specifics drive value. A full roof replacement and a gutter repair are different leads, so the funnel asks.
Pick a delivery model
| Point of comparison | Ping-post | Direct post | Live transfer / calls |
|---|---|---|---|
| You receive | The full record, once your bid wins | Every record that passes your filters | A consumer live on the phone |
| Price | Bid in real time on a partial record | A fixed amount set in writing | Per transfer or billable call |
| Consent must name | Every buyer who could win | You, or a short list | The team the caller reaches |
| Contact speed | Seconds, then your dialler | Seconds, then your dialler | Instant |
| Suits | Networks and buyer panels | One buyer, steady filters | Licensed teams on shift |
Home Improvement programmes run on all three. Which one suits you comes down to how quickly your team picks up and how many buyers one record should reach. It is settled on paper before the first click.
Inside a good record
We capture
- Name, phone, email
- Address and ZIP
- Homeowner confirmation
- Project type and scope
- Timeline
- Preferred appointment times
You can filter on
- ZIP lists by service area
- Project types
- Homeowners only
- Property type
- Maximum buyers per lead
Signs the intent is real
Use these to judge our traffic for yourself:
- Picked a specific project
- Confirmed home ownership
- Address validates
- Asked for an appointment window
Your scorecard
The numbers home improvement teams tend to judge a source by. During a test we ask for them per source and per day so we can tune. They are measures for you to fill in, not results we claim.
The rulebook
One consent standard, every vertical. Each funnel collects prior express written consent that names the business, or the short list of businesses, allowed to call or text. The FCC's 2023 one-to-one rule was struck down by the 11th Circuit in January 2025 and never came into force. We name sellers anyway: it reads more honestly to consumers, buyers often require it, and it holds up better under challenge.
TCPA. Seller-specific consent for any automated calls or texts.
Contractor licences. Many states and towns license contractors. Buyers confirm their licensing across their service area.
Solar claims. No "free solar" or government programme lines. Incentive and savings statements follow FTC guidance and state solar consumer laws, and come from the buyer with proof.
Financing claims. If an ad mentions financing, lending ad rules apply and the lender provides the wording.
Where it goes wrong
The riskRenters asking about homeowner projects
What we doOwnership question plus address checks.
The riskRequests outside your area
What we doZIP-level routing per buyer.
The riskSolar incentive bait
What we doNot used.
The riskOne lead shared with too many contractors
What we doBuyer count stated at consent and capped by agreement.
Ask any publisher this
- Was home ownership asked directly?
- How precisely is the project type recorded?
- Who substantiates any solar savings or tax-credit claim?
Our answers come in writing, before you commit to a test.
Ways to receive it
- Ping-post or direct post into contractor CRMs
- Appointment requests with preferred times
- Live transfers to scheduling teams
Each record travels with its source, landing page, disclosure version, timestamp, IP and, if you need one, a consent-certificate reference. More on how it works.
Quick questions
Can leads be exclusive?
Yes, or shared with a capped number of contractors that the consumer sees at consent.
Do you set appointments?
We capture preferred times; your team confirms them.
Put us on a short leash.
Tell us the market, the states and how you take delivery. You get a written test back: caps, filters and return terms.
Start a capped test →