Angie’s List: 12 Hilarious Angie’s List Reviews – Angie’s List for Pro’s

I remember 7 years ago when I first put my business on ‘Angie’s List’ (the previous name) and had a decent, if perhaps a little underwhelming, experience. But I’ve had small business clients get serious amounts of business off of Angi Leads, so I went hunting for contractors and small businesses’ experiences. Does Angi Leads get them leads?

Though Angi Leads used to be great as Angie’s List – what changed?

Though the overwhelming majority of businesses were negative, there are two stories below that talk about the positives. Some businesses were extremely successful on Angie’s List, though they were also very aggressive about getting reviews. The key takeaway here is that aggressively pursuing reviews can still be a successful strategy in leveraging platforms like Angi Leads.

Why did we provide this study? We serve contractors and home service companies with marketing + web design! Check out our blog posts about HVAC Marketing, Angi Leads Reviews, HVAC Websites, HVAC SEO, Roofing SEO, and LSA Marketing.

Build Your Own Lead-Generation System

However, at Hook Agency, we strongly recommend owning your lead-generation systems with your website and SEO rather than relying on any third-party platform. Why? It’s all about control and sustainability. When you invest in your website and SEO, you control the customer experience from start to finish. Platforms like Angi Leads can help supplement lead flow, but the companies that succeed long-term are the ones that build their lead engine internally.

According to HubSpot, companies that invest in SEO get 2.5x more leads than those relying on paid ads alone, and leads from organic search are more likely to convert into customers. So while Angi Leads can be a tool in your arsenal, your website and SEO should be the foundation of your growth strategy.

Why is the FTC Issuing Massive Judgments Against Angie’s List + HomeAdvisor?

• Deceptive Practices: The FTC has found that both Angi Leads and HomeAdvisor engaged in misleading advertising, particularly in how they marketed the quality and exclusivity of leads. Contractors were led to believe they were paying for high-quality, exclusive leads when, in reality, many leads were shared with multiple providers.
• Fake or Low-Quality Leads: The FTC’s investigation revealed that many contractors paid for leads that were either fake or of low quality. This resulted in businesses wasting time and money chasing down unqualified or non-existent leads.
• Hidden Subscription Terms: Another issue highlighted by the FTC was the deceptive way in which subscription terms were presented. Many contractors were locked into contracts without a clear understanding of the terms, including automatic renewals and the difficulty of cancellation.
• Violation of Consumer Trust: Both platforms were found to have violated consumer protection laws by failing to deliver on the promises they made to contractors, which led to significant fines and judgments to protect both consumers and businesses.

These judgements reflect the FTC’s broader push to hold lead-generation platforms accountable for transparency and fairness.

HomeAdvisor + Angie’s List Merger = Angi Leads

It’s probably good to begin with the fact that not too long ago, Angie’s List was purchased by IAC and was subsequently combined with HomeAdvisor (IAC’s home services marketplace). This merger was a significant moment for both brands and created Angi Leads, a single, powerful platform for connecting homeowners with service providers. The merger aimed to streamline services, but it also led to some frustrations among contractors, who often feel caught in the middle of an increasingly competitive lead marketplace.

What happened post-merger?
The consolidation of Angie’s List and HomeAdvisor created a platform with over 25 million service requests annually, according to IAC’s reports. However, with that success came growing pains. Contractors who had previously relied on Angie’s List found themselves competing with an even larger pool of businesses, and many expressed concerns about how leads were handled. The core problem that many contractors reported was lead reselling, which led to pricing pressures and lower-quality leads.

The Contractor Experience on Angi Leads

Every time I put out a ‘meme’ on Angi Leads, there is someone there to defend them. Many contractors swear by Angi Leads and will defend them tooth and nail to the death.

Yet, there are many negative experiences, including concerns about lead distribution, transparency, and the overall pricing model. Here are the main complaints I’ve heard directly from contractors:

• Lead Reselling: Contractors frequently complain about leads being sold multiple times, meaning that several contractors could be chasing the same potential customer. This creates a “race to the bottom” in terms of pricing, as contractors undercut each other to secure the business. According to data from BrightLocal, the competitiveness of platforms like Angi Leads can lead to a focus on price over quality, which can hurt your brand in the long run.
• Unrealistic Pricing Expectations: Angi Leads’ advertising often promotes unrealistically low project costs to attract homeowners, which can lead to frustrations for contractors. For example, a homeowner might expect a roofing project to cost half of the industry average because of what they saw on Angi’s ads. This can lead to low-quality leads, as homeowners who expect a budget service are often not willing to pay for the level of quality you provide.
• Advertising for Competitors: Another common issue is that Angi Leads advertises for companies’ names, the same companies paying them for leads. Essentially, businesses are competing against themselves with their own advertising dollars. This leads to frustrations among contractors who feel like they’re being undercut by the very platform they’re paying to use. This issue has been widely debated on contractor forums and Reddit threads dedicated to lead-generation platforms.

Industry Data on Lead Quality

Contractors’ mixed experiences on Angi Leads reflect broader trends in the lead-generation industry. A survey by BrightLocal revealed that only 33% of contractors felt satisfied with their online lead platforms, citing issues like low lead quality and high competition as major pain points. Furthermore, Forbes reported that lead marketplaces like Angi Leads often fail to deliver on promises of exclusivity, leading to concerns about transparency and ethical business practices.

Data You Should Know: A report by Statista showed that home improvement leads generated from paid platforms are often resold up to 3 times. This has led to what some contractors call a “lead lottery,” where being the first to contact the customer is essential, but can result in hasty estimates and lower-quality work.

Angi Leads Success Through Aggressive Review Acquisition

Despite the challenges, some contractors have found success on Angi Leads by aggressively pursuing reviews and ensuring a strong reputation on the platform. One contractor on Reddit reported that their success on Angi was largely due to an aggressive review acquisition strategy. They asked every customer for a review and responded to all feedback within hours. This level of engagement helped them rank higher in the Angi Leads system, leading to more qualified leads over time.

Consumer and Contractor Feedback on Angie’s List

There’s no shortage of opinions about Angi Leads, and most contractors fall into one of two camps: those who defend it and those who have had negative experiences. Here are a few real-world examples of contractors’ experiences with Angi Leads:

Negative Contractor Experience:
“I signed up as a roofing/remodeling company contractor with Angie’s List in March! I received a total of 9 leads, of which 4 were fake unverified leads that I could not even reach. The other 5 were just window shopping. I was only able to schedule 3 out of the 5 for an appointment. 2 were not actually ready to do anything, just wanted quotes and only 1 may potentially be a customer.” – Dmitry of Naples, FL

Positive Contractor Experience:
“Angie’s list has been the best advertising outlet we have ever used and we have serviced 1000s of customers through them. One of the problems I see with the people that complain is with the provider, not Angie’s list. If you are dealing with an A-rated company or an F-rated one, it’s up to you and all you have to do is go on their page and write a review about the service.” – Charlie of Millbrook, AL

Expert Opinion on Lead Distribution at Angie’s List

Many contractors express frustration with the lack of exclusivity on Angie’s List. BrightLocal‘s research backs this up, showing that platforms like Angi often resell leads to multiple contractors, which can lead to a bidding war. The result? Lower profit margins for contractors and a poor experience for customers who are bombarded with offers.

 What Can Contractors Do About the Lead Reselling Issue?

For contractors frustrated by the lead reselling practices on Angi Leads, there are some practical strategies to mitigate the negative impact. Here are a few tips that can help contractors manage this issue more effectively:

1. Speed is Key: Since leads are often sold to multiple contractors, being the first to respond can make a significant difference. A study by InsideSales found that contractors who respond to leads within 5 minutes are 100x more likely to connect with the prospect than those who wait 30 minutes or more. Setting up an automated system to respond instantly to new leads can put you ahead of your competition.
2. Qualify Leads Quickly: Not every lead is worth pursuing. Many contractors fall into the trap of trying to close every lead, but a more effective strategy is to quickly qualify the lead. Ask targeted questions early in the conversation to determine whether the lead fits your ideal customer profile. If they don’t, move on quickly. HubSpot reports that 61% of businesses say qualifying leads is their biggest challenge, yet those who focus on qualification see higher conversion rates.
3. Offer Value Early: Even if leads are being sold to multiple contractors, offering something unique early on can help you stand out. Whether it’s a free consultation, a quick video walkthrough, or a special discount, adding immediate value can differentiate your business from others that the homeowner might be considering.

HomeAdvisor vs. Angi Leads: What’s the Real Difference?

After the merger, HomeAdvisor and Angie’s List became part of the same ecosystem under Angi Leads. However, many contractors still wonder which platform provides better results. Here’s a breakdown of how they compare, based on contractor feedback and industry reports:

• Cost: HomeAdvisor is known for being more expensive than Angi Leads. While HomeAdvisor typically charges around $300 per year just to be listed, Angi Leads offers more flexible pricing models. Contractors have reported that while HomeAdvisor leads may be higher quality in some cases, the cost per lead is also significantly higher. According to Contractor Nation, HomeAdvisor leads can cost anywhere from $15 to $100+ per lead, depending on the service.
• Lead Quality: Contractors report mixed experiences on both platforms. However, many say that HomeAdvisor tends to generate leads for larger, more expensive projects, while Angi Leads is better suited for smaller jobs. Statista found that HomeAdvisor’s average job size was nearly 30% higher than Angi Leads, making it a better option for contractors looking for bigger projects.
• Review System: Angi Leads has a more established review system, which can be a double-edged sword. On one hand, positive reviews can boost your visibility. On the other, contractors complain that Angi’s review system can be manipulated, with businesses encouraging friends or family to leave reviews to artificially boost their ratings. HomeAdvisor’s review system is generally seen as less prone to manipulation, though it is less robust than Angi’s.

The Psychology Behind Angie’s List Reviews

One of the most critical aspects of success on Angi Leads is customer reviews. Research shows that consumers are heavily influenced by online reviews, and platforms like Angi Leads capitalize on this behavior. According to BrightLocal, 93% of consumers say online reviews impact their purchasing decisions, and 79% trust online reviews as much as personal recommendations.

However, not all reviews carry the same weight. A study by Harvard Business Review found that reviews with detailed narratives and specific examples are far more likely to influence potential customers than generic positive or negative reviews. This means that simply having a high star rating isn’t enough—you need to encourage your customers to leave detailed, thoughtful reviews that showcase the value you provide.

Here are a few tips to encourage better reviews:

• Ask for Reviews at the Right Time: Timing is everything. The best time to ask for a review is right after you’ve delivered an exceptional service. This is when the customer is most likely to be happy and willing to leave positive feedback.
• Make It Easy: Don’t make customers jump through hoops to leave a review. Provide a direct link to your Angi Leads profile and include simple instructions.
• Offer an Incentive: While you can’t pay for reviews, you can offer small incentives like a discount on future services or entry into a prize draw. BrightLocal’s survey showed that 68% of consumers would be more likely to leave a review if offered an incentive.

Owning Your Lead Generation System: Why SEO Is the Key to Success

At Hook Agency, we’ve worked with numerous contractors who initially relied on third-party platforms like Angi Leads, only to realize that owning their lead-generation system was the best way to achieve long-term success. Here’s why SEO is the best investment you can make in your business:

1. You Own the Leads: When you invest in your website and SEO, the leads that come through your site are 100% yours. There’s no reselling, no competing with other contractors, and no race to the bottom on pricing. According to Moz, businesses that focus on SEO see a significantly higher return on investment compared to paid ads or lead-generation platforms like Angi Leads.
2. It Builds Long-Term Value: SEO is a long-term strategy that builds value over time. While it may take a few months to see significant results, once your website starts ranking for key search terms, the traffic—and leads—keep coming. Ahrefs reports that the average lifespan of a top-ranking page is about 2-3 years, meaning that once you achieve those top rankings, you’ll benefit from consistent traffic for years to come.
3. It Increases Brand Trust: Consumers trust organic search results more than paid ads. A study by Search Engine Journal found that 70-80% of users ignore paid ads in search results and focus on the organic listings instead. By building your SEO presence, you’re positioning your business as a trusted authority in your field, which leads to higher-quality leads and more conversions.

Practical SEO Steps for Contractors

If you’re ready to take control of your lead generation, here are some practical SEO steps you can take to boost your website’s performance and attract more high-quality leads:

Produce High-Quality Content: Regularly publishing blog posts, guides, and case studies on your website can help you rank for a variety of keywords related to your services. High-quality content not only improves your search rankings but also builds trust with potential customers. HubSpot found that companies that blog regularly get 55% more website visitors than those that don’t. Consider writing blog posts that answer common customer questions or provide insights into your industry.

Create Service and Location-Specific Landing Pages: One of the easiest ways to boost your SEO is by creating landing pages for each of your services and the locations you serve. For example, if you’re a roofing contractor in Minneapolis, you should have pages dedicated to “roofing in Minneapolis,” “roof repair in Edina,” and other nearby areas. These location-specific pages help you rank for “near me” searches, which are incredibly important for local businesses. Google reports that searches for “near me” have grown by over 150% in recent years.

Optimize for Local SEO: Make sure your business is listed on Google My Business and other local directories. Local SEO is one of the most effective ways to get your business in front of potential customers in your area. According to Moz, local SEO factors, such as having your business name, address, and phone number (NAP) consistent across the web, are critical ranking factors for businesses trying to attract local leads.

Case Study: A Contractor’s Journey from Angi Leads to SEO Success

One of our clients, a roofing contractor based in the Midwest, initially relied heavily on Angi Leads for business. At first, the volume of leads seemed promising, but after several months, the contractor noticed several recurring issues:

1. Lead Quality Declined: While the initial leads generated by Angi Leads were decent, over time, the contractor found that many leads were either uninterested or unrealistic about pricing. As mentioned earlier, Angi’s tendency to drive down expectations with low advertised pricing meant that most homeowners they connected with were seeking budget services. This was a poor match for the contractor’s premium service model.
2. Excessive Competition: Leads were often sold to multiple contractors, which meant the contractor had to compete against 3-4 other businesses just to get the project. The competition was fierce, and pricing became the focus, undermining the contractor’s ability to differentiate based on quality.
3. Lack of Control: As the contractor put it, “I felt like I had no control over my own business. I was at the mercy of Angi Leads’ platform and the quality of leads they sent me. I wanted to build something that was mine.”

The Pivot to SEO and Website Optimization

Frustrated by the limitations of relying on third-party lead platforms, the contractor decided to invest in their website and SEO. Here’s the step-by-step process they followed to shift their lead generation strategy:

1. Service and Location Pages: They created dedicated landing pages for each of the services they offered (roof repair, roof installation, etc.) and the locations they served. These pages were optimized for local SEO, with keywords that potential customers would search for, such as “best roofing contractor in [city]” or “affordable roof repair near me.” This simple step resulted in a 30% increase in organic traffic within six months.
2. Customer Reviews on Their Website: Rather than relying on Angi Leads or HomeAdvisor for reviews, the contractor started actively collecting reviews directly on their website. They implemented a system where customers were prompted to leave a review immediately after a job was completed, and they displayed those reviews prominently on their service pages. BrightLocal has shown that having reviews directly on your website can increase your conversion rate by up to 18%.
3. Blogging for SEO: They began producing blog content that answered common customer questions, such as “How much does a new roof cost?” or “What should I expect during a roof inspection?” These blog posts not only helped educate potential customers but also improved the website’s SEO by targeting long-tail keywords. HubSpot data shows that businesses that blog frequently can generate up to 67% more leads per month.

The Results

Within 12 months of focusing on SEO, the contractor had nearly doubled their organic traffic and no longer relied on Angi Leads for the majority of their business. The contractor also reported that leads coming through their website were higher quality and more likely to convert into paying customers, as they were actively searching for the contractor’s specific services rather than responding to a generic lead ad.

Industry Statistics: The Growing Importance of SEO for Contractors

If you’re still on the fence about whether to invest in SEO, consider the following statistics that highlight the growing importance of search engine optimization for contractors and service-based businesses:

• 75% of users never scroll past the first page of search results, according to Moz. If your business isn’t ranking on page one, you’re missing out on a huge portion of potential customers.
• 72% of consumers who performed a local search visited a store within 5 miles of their location, according to WordStream. This highlights the importance of optimizing for local SEO, especially for contractors who rely on local business.
• According to Search Engine Journal, SEO leads have a close rate of 14.6%, compared to 1.7% for outbound leads (such as cold calling or direct mail). This means that SEO is 8.5x more effective at converting leads into paying customers than outbound marketing methods.
• 40% of contractors say that increasing lead quality is their top challenge, as reported by Contractor Nation. Investing in SEO not only improves the quantity of leads but also the quality, as you’re targeting people actively searching for your services.

Practical Steps to Enhance Customer Engagement on Angi Leads

If you still want to keep using Angi Leads as part of your marketing mix, here are some actionable steps to improve your experience on the platform:

1. Respond Quickly and Professionally: Contractors who respond to leads within the first 5-10 minutes are more likely to secure the job. Consider using an automated system to send an immediate reply when a new lead comes in, even if it’s just an acknowledgment that you’ve received their request.
2. Build a Strong Review Profile: Reviews play a huge role in how Angi Leads ranks contractors. Encourage every satisfied customer to leave a detailed review, and respond to all reviews—both positive and negative—promptly and professionally. As mentioned earlier, BrightLocal found that 88% of consumers trust online reviews as much as personal recommendations.
3. Optimize Your Angi Leads Profile: Just like your website, your Angi Leads profile needs to be optimized. Make sure all of your services are listed, use high-quality images of your work, and keep your business information up to date. Also, take the time to craft a compelling business description that explains what makes you different from your competitors.

Final Thoughts: The Best Approach to Lead Generation

Ultimately, the key takeaway from this discussion is that while Angi Leads can provide some value to contractors, owning your lead-generation system through SEO and website optimization offers a more sustainable, long-term solution. Platforms like Angi Leads can serve as a supplemental tool, but relying on them entirely can leave you vulnerable to changes in the marketplace and fluctuating lead quality.

The most successful contractors are those who invest in building their own digital presence, positioning themselves as authorities in their field, and controlling their own lead flow through strong SEO practices. If you’re ready to make that shift, the team at Hook Agency can help you create a customized SEO strategy that will deliver consistent, high-quality leads for years to come.

By following the steps outlined in this article—whether you’re improving your Angi Leads experience or transitioning to an SEO-first approach—you’ll be positioning your business for long-term success in an increasingly competitive market.

Let’s talk about how we can help you build a robust SEO strategy that complements your lead-generation efforts! Contact us today.