Leads and follow-up. Reviewed October 29, 2026
Lead marketplace
Also called: Pay-per-lead site, Angi, HomeAdvisor, Thumbtack, Networx
A lead marketplace is a site such as Angi, HomeAdvisor, Thumbtack or Networx that collects homeowner requests and sells each one to one or more contractors for a fee.
In practice
The leads are shared, the homeowner is being called by three or four companies within minutes, and the price per lead is set by the marketplace. They can fill a slow week for a new company. They cannot be the plan, because the marketplace owns the customer relationship and raises the price whenever it likes.
Angi and HomeAdvisor are the same company with two lead prices.
Related terms
- Shared lead vs exclusive leadA shared lead is sold to several contractors at once, so each is racing the others to the phone; an exclusive lead goes to one business, which is why a lead from your own website is worth several marketplace leads.
- Cost per leadCost per lead is total marketing spend on a channel divided by the number of calls, forms or chats it produced, and it is the number to judge a campaign on rather than cost per click.
- LeadA lead is a person who contacted the business about work by phone, form, text, chat or booking, before anyone has checked whether the job is real.
More leads and follow-up terms
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