Angie’s List has launched LeadFeed, a product designed to turn online visitors who aren’t members of the site into prospective customers for home-improvement service providers.

Each year, more than 100 million unique visitors come to Angie’s List searching for home improvement services. More than 85 percent of those consumers are not Angie’s List members. LeadFeed is designed to connect those non-members to service providers.

“We are unlocking a powerful new source of business for highly rated service providers, while introducing millions of non-members to the strength and breadth of the Angie’s List network,” said Scott Durchslag, Angie’s List president and chief executive officer.

When visiting the Angie’s List website, non-members will receive a message that prompts them to start their project by submitting details of their service request. Angie’s List will send these project details to its network of qualified service providers. Based on their interest and availability, participating service providers will then reach out to the consumer.

“LeadFeed enables us to directly connect these visitors to highly rated service providers while monetizing more of the massive amount of traffic that comes to our website,” Durchslag said. “It also allows non-members an easy way to sample a small piece of the value we offer.”

Service providers can access leads if and when they choose. Approximately 25 categories are covered, including remodeling, painting, plumbing,  HVAC and electrical. Service providers will pay from $7 to $100 per lead, depending on the category and project, as well as a platform fee of $499 per year or $49.99 per month. A background check is required.


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