Before you pay for leads, make sure you own your listing

Lead apps and marketplaces promise a steady stream of jobs. Some handyman businesses use them well. But every lead you buy belongs to the app first, and the reviews you earn there may stay there.

Before you spend more on leads, check two things: what the lead service is really selling, and what you already own.

Ask any lead service these questions

• Is each lead sent only to me, or to several pros at once?
• Will leads match my jobs and my towns? What happens when they don’t?
• Can I get credit back for bad leads? How?
• What does “lead” mean here? A person ready to hire, or someone who browsed a page?
• Do my reviews come with me if I leave?

These questions are fair to ask. In 2023 the Federal Trade Commission finalized an order requiring HomeAdvisor to pay up to $7.2 million over claims it made to service providers about its leads. The FTC charged that HomeAdvisor made false, misleading or unsupported claims about the quality and source of those leads. Get the answers in writing.

Know where your work really comes from

In Jobber’s 2026 survey of more than 1,000 home service business owners, the top lead sources were:

Source	Share of owners naming it
Referrals and repeat customers	59%
Facebook	32%
Google Search	20%
Google Local Services Ads	19%

Your past customers and your neighbors’ word of mouth are the biggest source on that list. Both depend on things you own.

What you own, and how to protect it

Your Google Business Profile. Verify it. Google says verification tells Google you are authorized to represent the business. Keep your hours, services and photos current. Google also says there is no way to pay for a better local ranking, so the work you put into your profile is the work that counts.

Your reviews. In BrightLocal’s 2026 survey, 97% of consumers said they read reviews for local businesses. Reviews on your own Google profile stay with your business.

Your phone number and your site. Keep one number on every listing so calls and texts come straight to you.

Your customer list. With permission, past customers can hear from you when the season changes or a new service starts.

Reply fast, even when you can’t pick up

Jobber’s 2026 report also says that over 55% of customers expect a response within the hour, and 28% expect an immediate reply.

You can’t answer the phone from a ladder. A missed-call text back can answer for you: “Sorry I missed you, I’m on a job. What can I help with?” Then you reply at your next break.

Track every job’s source

Keep a simple log, or a CRM, with one column that says where each job came from. After three months, you will know which sources pay for themselves and which only fill your inbox.

Your checklist

• Every lead service answered the five questions, in writing
• Google profile verified, with current hours, services and photos
• A review request goes out after every job
• One phone number on every listing
• Missed-call text back set up
• A source noted for every job you book