While it advertises itself as a home services platform, Angi is actually much more than that. If you offer home repair services of any kind, Angi can be a powerful marketing and lead-generation platform to get new clients and get in front of new audiences.
The best way to think of Angi (formerly “Angie’s List”) is as an online directory like the Yellow Pages or Google Business Profile, but specifically for home repair services. It’s a place people can go if they need to find services like home cleaning, pest control, or plumbing repair.
So, if you offer any of those services (or anything similar), Angi is a platform where you can list your services and get more people interested in your business. And yes, it’s free — although there is a paid version that acts as a lead-generation assistant.
Overall, Angi can help draw in end-of-funnel, ready-to-convert customers in your local area. But it’s not perfect.
What is Angi, and how does it work?
- Angi is an online directory where home repair service professionals can find new customers (and vice versa) for everything from pest control to bathroom remodeling.
- Angi is free to start for both businesses and customers, but there is an Angi Pro for businesses from $200 a month and an Angi Key membership for customers from $29.99 a year.
- The Angi Pro subscription acts as a lead-generation platform for your business, although the number of leads you get depends on how much you pay for the platform.
How does Angi work for contractors?
Basically, Angi is an online listing platform where you can list your home repair services to boost your brand visibility and gain new clients. It connects home service repair businesses with customers needing home service repairs in your local area.
It’s like the Yellow Pages, but specifically for home repair services. Angi’s official list of services includes:
- Handyman services
- Landscaping
- Plumbing
- Electrical services
- Remodeling
- Roofing
- Painting
- Cleaning
- HVAC repairs
- Windows replacement and repair
- Concrete services
Where Angi differs from a regular listing platform, however (apart from the fact that it’s exclusively for home services), is that it’s also a lead-generation platform that can send you new leads every week with the Angi Pro subscription, which starts at $200 a month.
The Angi Pro subscription also lets you advertise your business to people searching for your services and get a top ranking over other businesses. It’ll also act as your personal lead-generation assistant, sending new leads into your inbox every week that you can reach out to, compared to the free Angi plan that just lets you create a profile and message customers.
For example, if you offer tree planting and landscaping services in Boca Raton, Florida, with an Angi Pro subscription, your listing will appear at the top of search results for people in your area looking for tree planting and landscaping services.
With Angi Pro, you can advertise your listing on top of Angi search results. (Source: Angi)
Angi platform features
Angi’s core features as a platform are its listing services for contractors. But it also has an inbox for prospects to reach out to you and a space to leave reviews.
- Home services listing platform: Angi’s main platform feature is an online directory for home services contractors to list their services, so they can be discovered by homeowners. Your profile will include descriptions and images of your services and client reviews.
- Customer inbox: Interested customers can also message you on your profile to inquire about or hire your services.
- Customer reviews: Reviews from past clients will also be displayed on your profile. You can even import reviews from your Google Business Profile.
- Localized lead generation: On an Angi Pro account, you can set a monthly ad budget, and the platform will generate qualified leads you can reach out to. You can even choose specific areas where you want to generate leads.
- Search advertising on Angi: Another benefit of Angi Pro is having your profile listed first on customers’ search results. This means it’ll be listed before all other non-Angi Pro accounts.
- Customer support and onboarding: Angi also has a customer support team you can reach via phone and live chat. For Angi Pro members, you also get a dedicated team and a personal onboarding representative.
- Angi credibility check: Angi promises customers an “Angi Approved” verification for all its Pro service providers. As such, it runs credibility checks for all its Pro members to maintain a credible standard.
How much does Angi cost?
As mentioned, Angi is a freemium service. It’s free to sign up and list your services on the platform, but there’s also the Angi Pro subscription to get more leads and the ability to advertise your listing on top of results.
Angi Pro is priced on a “pay per lead” basis, with a starting cost of $200 per month. The more you pay, the more leads you get from the platform.
For example, suppose you pay $300 per month for your Angi Pro subscription. In return, Angi sends you about 20 leads per month. Of these leads, you close 20%, or four Angi leads per month.If you earned $400 for each job, then you’ve earned a total of $1,600 per month (or $1,300 after subtracting your advertising cost) from Angi, at a cost per lead of $75.
However, profit margins can vary in the home services industry. For example, while a home cleaning service may cost $80 per visit, many will get recurring business on a weekly or monthly basis — and many for years to come.
In contrast, a contractor hired to remodel a bathroom can make thousands of dollars, even tens of thousands, with one job.
For customers, Angi also offers an Angi Key membership at $29.99 per year, which gives members a 20% discount on all services booked on Angi. There’s also a free-forever plan.
Is Angi a good lead generation platform for contractors? My honest opinion on its imperfections
Honestly, I’m not too fond of Angi as a lead-generation or marketing platform, and my advice is to use it sparingly. It’s still a good, credible place to list your services and get more visibility as a contractor. But the Angi Pro subscription isn’t consistently helpful for businesses.
For one, the number of leads you get is directly proportional to how much you pay for your Angi Pro subscription. Angi Pro works on a “pay per lead” basis (with subscriptions starting at $200 a month), and the more you pay, the more leads the platform sends you every week.
The problem is that not all of them will be high-quality leads, and sometimes the projects you get might cost even less than your monthly Angi cost.
For example, say you pay Angi Pro $300 a month and get eight leads weekly for your pest control business, only one of which ultimately converts into a customer. And the whole project costs a total of $120 — not exactly cost-effective, as you’ll have lost $170 to get one customer.
Another thing about Angi Pro is that it’s frustratingly opaque about how many leads it sends to each Angi Pro subscriber. Not all industries have the same number of customers, but pricing is still the same across the board.
Roof repair services, for instance, typically have far fewer customers than plumbing or home cleaning services. Conversely, if you have a very niche home repair service, say, antique furniture repair, Angi might just be a good place to get leads.
But that’s not to say I don’t find Angi 100% unhelpful. It’s still a very credible and widely visited resource for home repairs in the United States, with an average of 15 million monthly users. That’s a lot of potential visibility for your business.
| Angi pros | Angi cons |
|---|---|
| The most trusted and widely used platform for finding home repair services, from plumbing to roofing | Unlikely to get good leads or visibility unless you pay for Angi Pro |
| Sources ready-to-convert leads in your local area | “Pay per lead” pricing scheme means you need to pay more to get more leads |
| 15 million monthly user base, lots of potential visibility | Even with Angi Pro, not all generated leads are high-quality and guaranteed to convert |
| No transaction fees — all earnings are 100% yours | Sometimes, your total earnings are less than the monthly Angi Pro cost |
| Your profile will be listed on Angi and HomeAdvisor | Some home repair services are more competitive than others (i.e., plumbing and handyman services) |
Take my advice:
- Treat Angi like any regular listing platform first. List your business on Angi, test the waters, see how well your business does with the free version, and how many clients you get. If you do get good leads and want them more frequently, slowly ease into an Angi Pro membership at the starting price. Then, see again how that works. Scale up slowly but consistently to get the most out of what you pay.
- Know your industry and how your business can stay competitive. Know the average cost people pay for your services, then calculate your projected earnings with the number of projects you get in a year. If it’s more than what you pay Angi per lead, then it could be worth keeping a Pro subscription.
- If you do get on Angi, double down on getting good client reviews. Of course, this starts with providing a good service, then asking clients to leave a good review on your Angi profile. Reviews play a significant role in getting people to trust your business.
- Finally, don’t put all your eggs in Angi’s basket. Don’t rely solely on Angi for getting leads. Get on other online directories like Google Business Profile and Yelp (both are free), and look into other local advertising methods like Local Services Ads on Google or old-school strategies like flyers and direct mail marketing.
So is Angi Pro a good investment? Ultimately, only you can decide if what you get from the platform is more than what you pay for, as it differs for every industry and contractor. If you’re okay with a little uncertainty and are willing to experiment with its features, Angi may well bring new clients to your door.
The best alternatives to Angi
There aren’t many direct alternatives to Angi with the same niche and authority in the home services space. But it’s certainly not the only place where you can list your services as a contractor and gain new leads, even if not directly through the platform.
I mentioned Google Business Profile and Yelp for Business above, which are both trusted listing platforms for customers. Other home service-specific platforms are Thumbtack and Porch.
 |  |  |  |
The most direct competitor to Angi by far; also offers wedding and tech (like website development) services | Lists your business directly on Google so they’re visible to local Google searches | Listing platform specifically for small businesses, from home services to restaurants; only pay for keyword-targeted ads | Similar to Angi focuses on moving, home insurance, and repair services |
Freemium; pay-per-lead | Free forever | Free; ads from $5 a day | $360 per year |
Frequently asked questions (FAQs)
Angi is an online listing platform that connects home service contractors with customers who need them. It’s one of the most visited home service contractor platforms in the world, with a wide range of services from plumbing to landscaping in your local area.
Angi also has the paid Angi Pro option for contractors that acts as an assistant sales representative and sends new leads every week, depending on how much you pay, with a starting cost of $200 per month. Angi also lets customers review your services.
Angi is generally safe. It’s a legitimate platform where home service contractors and clients can connect with each other for projects. Every contractor on Angi goes through a background check by Checkr, which checks contractors across national, county, and state databases to verify that they are legitimate professionals and not fake accounts.
All pricing is transparent and contract-based, and Angi promises a “Happiness Guarantee” that covers your full project price for unsatisfactory services.
If you’re a contractor, visit the Angi Pro website, select “Join for free,” and follow the prompts to create your Angi business profile. It’ll involve entering details about your business, like your services, covered service area, and some photos and other contact information.
After saving your profile, it’ll automatically go live on Angi for customers to find. You can also upgrade to Angi Pro via your dashboard to generate leads more consistently.
Bottom line
Angi is a credible, widely visited platform, but it’s not perfect, and using it for marketing still largely depends on your industry. Getting on Angi Pro is an option, but it doesn’t always guarantee higher-quality leads and customers.
The best way to use Angi is slowly and steadily — start with the free plan and see how you fare, then slowly scale up with the Angi Pro subscription if you find new leads. It’s still a worthy platform to find end-of-funnel customers for your home service business with the right strategy and understanding of the platform.
