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HomeAdvisor and Angi can both help you connect with homeowners looking for local pros, but they work differently. Both platforms can connect you with local homeowners in need of your services, but the best fit depends on how you want to grow your business.
Knowing how each platform works—and where it fits into your broader home services marketing strategy—can help you decide which platform to invest in and how to spend your marketing budget wisely.
Quick answer: HomeAdvisor vs. Angi: Which is better?
HomeAdvisor and Angi are both owned by Angi Inc., but neither platform is universally better for contractors. The best option depends on your trade, marketing budget, service area, and how you want to generate leads.
HomeAdvisor vs. Angi at a glance:
| Feature | HomeAdvisor (Angi Leads) | Angi |
| Parent company | Angi Inc. | Angi Inc. |
| Best for | Fast lead generation | Long-term online visibility |
| Primary lead model | Homeowner-requested leads | Profiles, reviews, and ads |
| Reviews | Less central to lead generation | Important for trust and visibility |
| Pricing approach | Pay per lead (PPL) | Paid ads and marketplace features |
| Ideal contractor | New or growing businesses | Established businesses |
Key takeaways
Whether you opt for HomeAdvisor or Angi, you still need to follow these best practices:
Collect customer reviews: Homeowners are looking for pros they can trust, and that means strong profiles with reviews increase your chances of getting a call.
Respond quickly: Fast responses and follow-ups improve lead conversion rates on both platforms.
Use field service software: Dedicated industry software helps you convert more leads into paying customers.
Table of contents
- Are HomeAdvisor and Angi the same?
- How HomeAdvisor works
- How Angi works
- HomeAdvisor vs. Angi: Biggest differences
- How much do HomeAdvisor and Angi cost?
- Are HomeAdvisor and Angi leads any good?
- HomeAdvisor pros and cons
- Angi pros and cons
- Which platform is right for your business?
- How lead marketplaces fit in with your marketing strategy
Are HomeAdvisor and Angi the same?
HomeAdvisor and Angi are sister companies, both owned by Angi Inc., which was formed in 2017 when InterActiveCorp (IAC) merged Angie’s List and HomeAdvisor. The two brands have evolved since then.
Angie’s List rebranded to Angi in 2021, and HomeAdvisor’s contractor lead product was renamed Angi Leads. In 2025, IAC completed the spin-off of Angi Inc., making it an independent publicly traded company on the NASDAQ (ANGI).
Despite these changes, the brand names “Angie’s List” and “HomeAdvisor” still come up in online searches, reviews, and everyday conversations. Both names have been around for years, so many homeowners and contractors still recognize and use them.
How HomeAdvisor works
HomeAdvisor connects homeowners with contractors based on requests for specific home services. As a contractor, you’ll need to create an account, select your trade and service areas, and complete your business profile.
Here’s how getting leads through HomeAdvisor typically works:
- Receive homeowner leads that match your services
- Contact interested homeowners and provide an estimate
- Book the job and continue managing the customer relationship
Since HomeAdvisor operates as part of Angi’s lead generation platform, users are subject to Angi’s Homeowner Choice model. Rolled out in January 2025, it lets homeowners select the pros they want to hear from instead of being automatically matched with many contractors. That gives homeowners more control over who contacts them.
However, relying on HomeAdvisor alone can make growth less predictable because you have no control over lead volume, quality, or competition. HomeAdvisor works best as one lead source within a broader marketing strategy. Speed matters, too: If you respond quickly to homeowner inquiries, you have a better shot at booking the job before the client reaches out to another contractor.
Pro tip: Once you’ve paid for a lead, every minute counts. With Housecall Pro’s Customer Service Rep (CSR) AI tool, you get a virtual assistant that answers calls in under a second and texts customers back in under a minute. That means every lead gets a fast response, even when your team is in the field or the call comes in after hours.
How Angi works
Unlike HomeAdvisor, which primarily focuses on matching homeowners with contractors through paid leads, Angi puts more emphasis on marketplace visibility. In addition to contractor lead generation, you can build a detailed business profile, collect customer reviews, and be discovered by homeowners actively searching for services.
Angi’s marketplace includes more than 500 home service categories, so homeowners can compare contractors for everything from electrical work and plumbing to landscaping and home remodeling.
Once you’ve created your business profile, you can improve your visibility by:
- Listing your services and areas served
- Uploading project photos
- Collecting customer reviews and ratings
- Advertising through Angi Ads
Marketplace visibility can help you generate leads, but it works best as one piece of a broader customer acquisition strategy. In addition to Angi, many contractors invest in Google Business Profile, local search engine optimization (SEO), referrals, repeat customers, and email or SMS marketing to build a steadier pipeline of work.
Regardless of how a customer finds your business, making job booking easy helps you convert brand visibility into revenue. You can simplify the booking process with Housecall Pro’s online booking software, which lets customers book from any device, even after work hours.
“One week in, and 10% of my jobs were booked through the online portal,” Jennifer Schaffer, owner of Busy Bees Locks & Keys, says of Housecall Pro. “I have fewer open-ended emails and more appointments booked.”
Read more: What is Angi? How it works, costs, and ROI explained
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HomeAdvisor vs. Angi: Biggest differences
HomeAdvisor and Angi share similarities but differ in eight key areas: lead generation, customer discovery, reviews, pricing, competition, visibility, lead management, and long-term marketing value.
| Category | HomeAdvisor (Angi Leads) | Angi |
| Lead generation | Delivers homeowner leads directly | Attracts leads through your profile |
| Customer discovery | Homeowners request matching pros | Homeowners search and compare pros themselves |
| Reviews | Less important to lead matching | Key to visibility and trust |
| Pricing | Primarily pay per lead | Paid ads and marketplace features |
| Competition | Compete with pros for each lead | Compete with pros in search results |
| Visibility | Limited beyond individual leads | Ongoing marketplace visibility |
| Lead management | Fast response is crucial | Profile quality helps drive inquiries |
| Long-term value | Helps fill short-term schedule gaps | Can build longer-term visibility |
Differences reflect how the platforms generally work as of 2026. Costs, competition, and visibility can vary by trade and market.
If you want to generate leads fast, HomeAdvisor is likely the better choice. If you want to strengthen your online reputation and build longer-term visibility, Angi may be the better fit.
How much do HomeAdvisor and Angi cost?
The cost of HomeAdvisor and Angi depends on your business, location, level of competition, and the types of projects you want to take on. Here are the general costs you may encounter:
- HomeAdvisor (Angi Leads): Getting leads on HomeAdvisor requires an annual subscription of about $300, plus a variable lead cost.
- Angi: While you can create a basic profile on Angi for free, you must pay to access advanced features and get higher visibility. Costs range from $15–$85 per lead, plus a $300–$500 annual membership.
In addition to cost, compare the following:
- Refund policies on leads that don’t match your agreed criteria
- Lead dispute procedures
- Minimum advertising commitments
- Contract terms and right to cancel
- Predictability of your monthly marketing spend
Remember, the cheapest lead isn’t always the best investment. A $100 lead that becomes a high-value, repeat customer delivers a far greater return on investment (ROI) than a $15 lead that never books.
Instead of looking only at cost per lead, track what you pay for each booked job and the long-term value of the customers you win. When a customer hires you again, signs up for a maintenance plan, or refers friends and neighbors, your initial acquisition cost can pay off over time.
Pro tip: Improving the conversion rate of leads you’ve already paid for can deliver a better return than simply buying more leads. Housecall Pro’s automated marketing helps you send reminders to leads who received a quote from you but haven’t booked yet. This keeps your business top of mind and can help turn more estimates into booked jobs.
Are HomeAdvisor and Angi leads any good?
HomeAdvisor and Angi can both be useful lead sources, but results vary based on your response time, customer reviews, service areas, sales process, type of work delivered, and level of competition.
Whether you generate leads through Angi or HomeAdvisor, how you manage and follow up with those leads can make a big difference. In a 2025 Housecall Pro survey, 97% of homeowners surveyed said response time matters when hiring a pro. For example, an HVAC contractor who responds to an emergency AC repair lead within minutes is much more likely to win the job than one who replies after 12 hours. A contractor with strong reviews and a professional sales process also has a better chance of turning inquiries into paying customers.
Pro tip: Speed wins jobs, and so does professionalism. When a lead requests a quote, send them a detailed estimate as soon as possible. With Housecall Pro’s job estimating software, you can generate accurate quotes within minutes and customize them with your company’s logo and branding.
HomeAdvisor pros and cons
Before buying home services leads from HomeAdvisor, weigh the pros and cons to see whether it fits your business:
Pros
- Fast lead delivery: Get homeowner leads right off the bat without building your own audience.
- Steady lead source: HomeAdvisor can help you supplement your referrals, repeat business, and other marketing efforts.
Cons
- Lead costs vary: There’s no fixed cost, so you may pay more for certain trades, locations, and types of work.
- Locked-in contracts: Most HomeAdvisor agreements run 12 months, with an early-cancellation penalty of roughly 30%–35% of the remaining contract value if you exit early.
- Results aren’t guaranteed: Just because you paid for a lead doesn’t mean you’ll get the job.
Angi pros and cons
Whether Angi works well for you depends on your reviews, advertising budget, and local competition. Here are the main benefits and drawbacks to consider:
Pros
- Strong marketplace visibility: Homeowners can find your business while searching for contractors.
- Advertising options: Angi Ads can help you gain brand exposure in a competitive market.
- Long-term growth: Once you have a strong profile, it can continue attracting qualified leads.
Cons
- Advertising costs: Paid ads can increase contractor lead-generation costs.
- Profile management: You have to regularly update your work photos, business information, and reviews to maintain a solid profile.
- Review collection: Strong reviews are important if you want to stand out and gain homeowner trust.
A shared disadvantage of Angi and HomeAdvisor is the possibility of paying for leads that don’t turn into jobs. You might end up paying for leads who are only price shopping or gathering quotes. For example, a shared $50 HVAC lead split among four or five contractors can work out to an effective cost of $200–$250 for just a 20%–25% chance of winning the job.
Which platform is right for your business?
There’s no clear winner when comparing HomeAdvisor vs. Angi. The better fit depends on your stage of growth, how you prefer to find customers, and what you need from your marketing budget.
Go with HomeAdvisor if…
- You’re starting a new contracting business.
- You need leads fast to fill your schedule.
- You can respond to customer inquiries immediately.
- You want to supplement slower seasons.
Choose Angi if…
- You already have great customer reviews.
- You’re investing in long-term online visibility.
- You want to add another customer acquisition channel to your marketing mix.
Consider using both if…
- You’re expanding into new service areas.
- Your business is growing rapidly.
- You have a dedicated office team managing leads.
- Your marketing budget can accommodate multiple lead sources.
Consider neither if…
- You’re consistently booked months in advance.
- Most of your work comes from referrals and repeat customers.
- Paid lead costs exceed your customer acquisition goals.
Read more: Best lead generation platforms for contractors
How lead marketplaces fit in with your marketing strategy
HomeAdvisor and Angi can be useful sources of new leads, especially when you’re starting a new service business, filling schedule gaps, expanding into new service areas, or adding another channel during slower periods. For a more dependable pipeline, use them alongside the other marketing channels that support your business.
As your business grows, consider putting more of your marketing effort into channels you own. Unlike paid lead marketplaces, these channels can keep generating opportunities without charging you for every individual lead.
You can add these strategies to your marketing plan:
- Maintaining an active Google Business Profile
- Reaching homeowners through local SEO
- Creating a referral program
- Staying connected with past customers through SMS and email marketing
- Creating blog posts that address common homeowner concerns
- Offering home maintenance membership plans to encourage repeat business
- Encouraging direct online booking
Diversifying your lead sources helps you maintain a steady lead flow. If one channel gets more expensive or starts producing fewer leads, you can continue generating leads through other sources.
Wherever a lead comes from, the next step is turning that inquiry into a booked job—and, ideally, a repeat customer. After generating leads from Angi and HomeAdvisor, use Housecall Pro’s field service software to manage those opportunities and keep customers moving from first contact to completed job.
It can help you:
- Respond faster to new leads with AI-assisted follow-ups so you can get booked before a competitor does
- Send professional quotes within seconds and automate reminders so outstanding estimates don’t fall through the cracks
- Stay organized with job scheduling and dispatching so every booked lead gets prompt service
- Keep customers coming back with customer management tools that store job history and customer details for easier, more personalized follow-up
Want to convert more leads into customers? Start your 14-day free trial of Housecall Pro and see how the right tools can help you turn more opportunities into booked jobs.
Home Advisor vs. Angi FAQ
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Is HomeAdvisor the same as Angi?
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No, HomeAdvisor isn’t the same as Angi. They’re sister companies owned by Angi Inc. Although they operate under the same umbrella, they serve contractors in different ways. Angi (previously Angie’s List) rebranded in March 2021, while HomeAdvisor’s contractor-side product officially became Angi Leads that same month.
The practical difference: Angi Leads sends you homeowner-matched project requests, while an Angi marketplace profile relies on your reviews and visibility to attract inquiries on its own.
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Does HomeAdvisor still exist?
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Yes, HomeAdvisor still exists as a customer-facing website where homeowners search for and connect with local pros. However, the contractor-side lead generation service was renamed Angi Leads following the company’s 2021 rebrand. Many contractors still use the name “HomeAdvisor” in everyday conversations and online searches despite the rebrand, as it remains a familiar name for service businesses.
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Is HomeAdvisor or Angi better for contractors?
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There’s no universally better choice between HomeAdvisor and Angi for contractors. Both platforms help you generate leads quickly without waiting on slower marketing channels.
However, HomeAdvisor is best for new service businesses that want to fill schedule gaps fast. Angi works better for established service businesses that already have solid customer reviews and want to invest in longer-term online visibility.
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Does HomeAdvisor or Angi cost more?
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Whether HomeAdvisor or Angi costs more depends on which Angi service you’re comparing. Since HomeAdvisor’s contractor lead generation service was rebranded as Angi Leads, there isn’t a direct price comparison.
Costs vary based on your service areas, the level of competition, your trade, and the advertising service you choose. HVAC and roofing leads often run $60–$85 each, for instance, while smaller jobs like handyman work or cleaning can cost under $20. For most contractors, both platforms cost $15–$85 per lead and an annual subscription of more than $300.
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Are HomeAdvisor leads exclusive?
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HomeAdvisor leads aren’t always exclusive. In 2025, Angi introduced a Homeowner Choice model, which means homeowners decide which contractors they want to connect with rather than being automatically matched. As a result, the contractor experience varies depending on the homeowner’s selection. Most shared leads go to three to eight contractors at once, and industry data suggests shared-lead conversion rates average 13%–20%, compared with 27%–30% for exclusive leads.
Expect to pay more for exclusive leads than for shared leads, since you’re not competing with as many contractors for the same customer.
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Is Angi worth paying for?
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Angi can be worth paying for if you already have a track record of reviews to show, since its visibility model rewards established profiles more than new ones. If you have fewer than a handful of reviews, it’s usually more cost-effective to build up your review base first before layering in Angi’s $300–$500 annual membership
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Can contractors use both HomeAdvisor and Angi?
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Yes, contractors can use both HomeAdvisor and Angi to generate new leads. Many businesses combine the two platforms when expanding into new service areas, increasing lead volume, or building a more diversified marketing strategy. Before using both channels, double-check that your marketing budget can cover the additional lead costs.
You’ll also need enough staff to respond quickly to customer inquiries. With Housecall Pro’s CSR AI, you can automate responses and answer calls and chats with leads 24/7.
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What’s a good alternative to HomeAdvisor?
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If you’re looking for another lead-generation platform, Thumbtack and Google Local Services Ads (LSAs) are the two most common alternatives contractors compare against HomeAdvisor. Google LSA in particular delivers exclusive leads that aren’t shared with competitors, which tends to convert at a higher rate than Angi’s shared-lead model. Beyond paid platforms, a diversified lead-generation strategy that includes your Google Business Profile, local SEO, referrals, repeat customers, and your own website builds a channel you’re not paying for on every single lead. Housecall Pro supplements those digital marketing efforts and helps you convert more inquiries into revenue by offering customer communication and online booking tools.
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How do I cancel a HomeAdvisor or Angi subscription?
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If you want to cancel your HomeAdvisor or Angi subscription, call their customer support team and request to terminate your agreement. Be sure to ask the representative to confirm whether any additional charges or obligations apply before your account is closed. Your cancellation takes effect after a two-day notice period, provided you’ve paid any outstanding balance on your account.
