Turn your HomeAdvisor rating into cheaper leads.

HomeAdvisor, now part of Angi, works differently from most review platforms because it’s a pay-per-lead marketplace: homeowners submit a project, and local pros — plumbers, HVAC techs, electricians, roofers, remodelers — pay for the introduction whether or not the job closes. That structure means a pro’s star rating and review record aren’t just reputation, they’re a lever on cost-per-customer, because a stronger profile wins more of the leads it’s already paying to receive.

Reviews on HomeAdvisor are tied to jobs actually booked through the platform, and pros can also earn a "Screened & Approved" badge after passing a business and background check. Homeowners comparing a short list of matched pros lean heavily on the star rating, the review count, and that badge to decide who to call first — so a thin or dated profile quietly raises the price of every lead a pro buys.

Why HomeAdvisor reputation is tied to lead cost, not just trust

When a homeowner submits a project, HomeAdvisor matches them with a short list of pros in the category and area. Which pros get shown, and in what order, is influenced by profile strength — rating, review recency and volume, and completeness — alongside category and location fit. A pro with a strong profile is matched into more of the leads they’re paying for; a pro with a weak or empty profile is matched into fewer, or gets passed over once the homeowner starts comparing.

The "Screened & Approved" badge is a separate layer from the star rating. It reflects that HomeAdvisor has run a business and background check on the pro (and relevant principals), not that the pro has good reviews — a business can be Screened & Approved with a mediocre rating, and vice versa. Homeowners use the two signals together: the badge for baseline legitimacy, the rating and reviews for whether this specific pro does good work.

Because every homeowner match is a paid lead, a pro effectively pays twice for a weak profile: once for the lead itself, and again in the form of a lower win-rate against better-reviewed competitors shown alongside them. Improving the rating and review flow is one of the few levers a pro controls that reduces the real cost of leads they’re already buying.