Is HomeAdvisor a Waste of Money? (HINT: You Bet It Is!)

Is HomeAdvisor a Waste of Money? (HINT: You Bet It Is!)

Reading Time: 4 min
SPOILER ALERT: This blog post is not just a crappy theoretical text full of bullshit and unproven presumptions. It’s based on time-consuming research my team has done to finally answer this question that pops up in literally every conversation with roofers looking to find more leads.

To answer this burning question, we put some serious effort into research. We diligently analyzed the experiences of 246 roofers with the services that pages such as HomeAdvisor, Angie’s List, Houzz, and Porch offer.

We went to hell and back cause we knew the truth is out there… 🙂

Read on to see what we found out.

How Do These Services Work?

Simply put, HomeAdvisor is a service or an agency that matches a consumer with a contractor that provides a product or a service that they need.

And how do they sell themselves to you?

Bottom line, they tell you that they have a lot of leads in your area and from your niche, and once you pay them the money – a membership fee and a fee for each lead – you just need to sit and wait for your leads.

And will you live to see the moment when they get you your leads? Nobody fucking knows. It’s a matter of luck, I guess.

What we found out during our research is that they either send you bogus or low-quality leads and charge the hell out of them, or they simply take your money and you never hear from them again.

If that isn’t a scam, I don’t know what the hell is.

And if you think you will get any kind of refund or apology from them, you are gravely mistaken.


In the light of what we just said, this would probably be a more accurate description of how they operate:

So Why Do Roofers Go With Them?

Leads, leads, leads…

Sometimes it’s difficult to get new AND quality leads that using crappy services like Home Advisor starts to seem like a good idea.

This is especially the case if you’re just starting out in the roofing niche. After investing a lot of money into starting your own business, you definitely need cash to start flowing in as soon as possible.

In these situations, you WANT to believe these services will give you a good bang for your buck. But, as we all know it too well – if something sounds too good to be true, then it usually is.

These experiences illustrate the point pretty well:

One of the marketing tricks that pages like Home Advisor and Angie’s List use to make you give them your money is that they will serve as a reliable source of client reviews that will help you stand out from the competition if you do a decent job.

And then you figure this out:

Angie’s List announces layoff of around 70 sales employees

Are There Any Satisfied HomeAdvisor Users?

Of course, there are occasional good reviews, a job well done, a match made in heaven – but there has to be, doesn’t it? How the hell else would they attract any number of subscribers and get users to enlist on their directories?

Good reviews and successful matches are exceptions that confirm the rule. Every once in a while they have to do what they say they do in order to stay in business.

So the question is, to trust them or not?

As one roofer so eloquently put it:

Bottom Line

Is subscribing to these scam services a smart move?

Home Advisor and its pals are really nothing more than niche directories at best. They’ve created an audience and they make money by renting access to that audience – the key word being “renting.” They can’t guarantee you’ll get the leads, and the leads you do receive, you don’t own yourself.

All in all, with these kinds of services, you don’t own the leads, you are not generating your own assets, and it is only a short-term solution, if it ever works.

Their only guarantee is that they will take your money.

Now that you know this, are you ready to change your marketing game plan? Call us at (347) 269-3804 and let’s talk about REAL ways to generate leads.

Why Most Marketing Agencies Suck When They Play with the Roofing Niche

Why Most Marketing Agencies Suck When They Play with the Roofing Niche

Reading Time: 5 min

I’m writing this post because I’m tired. I’m tired of these f***ing agencies’ messing up campaigns because they don’t know how to advertise properly. In the last 6 months, somewhere around 120 roofers scheduled a free strategy session with me to talk about how can I help them scale their company.

Want to know what their main problem was?

📌 98% of them had already been scammed by some internet guru that promised he will own Google for them

📌 45% of them got scammed more than two times (!!)

How is that possible?! What are these companies doing?! Well, let me tell you – they’re making money off of you. And you? You are losing money to them.

If you are reading this and a similar thing has happened to you, I’ll tell you right now – it’s not you, it’s them and I f***ing hate them!

I’ll break it down for you and in the end, you’ll feel the same (if you don’t already).

Issue #1 – No Experience

📌 50% of ALL marketing agencies don’t know how to pull it off

Basically, these agencies are ignorant. They simply decide to go into roofing and in the end, don’t know what hit them.

And roofers are the ones that take the hardest hit.

The main issue for you as a roofer is that when you sign up with an agency that doesn’t have prior experience in the roofing industry, you don’t stand a chance


It’s because the roofing industry and the market are extremely competitive. And all those who are not in it every single day – they just don’t know it. Or they don’t care enough to do some proper research and see what they are getting into.

So, what ends up happening? They just half-ass their work, throw something out there, and think (or hope) it will work.

When it doesn’t, they go into panic mode, they start changing things, testing things… By that time, the campaign is already 3-4 months in with no results.

Money is wasted, time is wasted, and you are starting from scratch – again.

Roofing should be done in a very specific, targeted way – there are a million things to be aware of. Each city and each state has dozens, if not hundreds of roofers that are fighting for the same people.

You need experience to know how to juggle it all, you need to know how customers think, what they want, you need to know how internet marketing works, what matters and what doesn’t, you need to dedicate time and money – a substantial amount of both – in order to produce some results.

Bottom line, you need to care and you need to know your shit.

Issue #2 – Can’t Keep Up

There are also some online marketing agencies that are, let’s say, half-legit. What do I mean by this?

Well, these would be the agencies that have been in the business for a while and that had some success back in the day. The keyword being “back in the day.”

Relying on former glory won’t cut it here. Internet marketing is as changeable as the hours in the day. You need to keep up, you need to know what’s going on, what’s new, what works NOW.

You have a ton of agencies that performed really well 4, 5 or even more years ago. But online marketing is NOT like riding a bike. You don’t just learn it once and you’re good to go. You learn it constantly, you upgrade your knowledge and your methods all the time. You keep up with the times.

BUT as you probably know, PEOPLE ARE LAZY and egoistic. Nobody wants to admit they don’t know everything, nobody wants to take some time and learn.

People don’t realize that success comes with constant learning, working on yourself and your craft. Standing in one place will never get you anywhere – both literally and metaphorically.

Google and Facebook are changing every single week – just google “Google algorithm updates” and you’ll see. Or, check out this graph from RankRanger that portrays the situation pretty damn well:

So how can you expect to do anything remotely successful if you rely on your skills and knowledge from 5 years ago or even from a year ago?!

If you aren’t constantly learning and testing new shit you are basically a dinosaur in a matter of 12 months. Not to mention what happens in 4 or 5 years. (You’re probably a fossil by then.)

Issue #3 – Scammers All Around

As you’ve seen by now, sometimes the marketing agencies are simply ignorant by nature, inexperienced, etc. They get into the roofing market not knowing what hit them basically.

But other times, they are ignorant ON PURPOSE. Their main goal is to rip you off and scam the hell out of you.

📌 Up to 30% of agencies are pure SCAMMERS

That’s right, there are agencies that I talked to or whose services I actually tested and I can tell you first-hand that they don’t actually do anything.

How do they operate then? How do they get you?

Well, most of them do SEO and SEO takes time. It is a process. And this is exactly where they catch you. These scam agencies hide behind the fact that SEO takes time and every time you ask about results, their answer is “I need more time” or some crap like that.

It may sound like a legit answer, after all, it is a long process and it takes a while to get some visible results. But real agencies will provide you with reports, with some kind of proof of progress, of what they’ve been doing.

Real agencies don’t hide behind anything. They give you the truth, they say how it is, and they make good on their promises. They give you results and not crap.

What’s the Solution?

You need to work with an agency that has prior experience with roofing contractors. You need to double check their case studies (if they don’t have any case studies RUUUUUN).

And you need to check their reviews. See if there are any negative ones, what exactly people are saying and stuff like that. If people were scammed, they will not hesitate to write about it and try to warn others, so make sure to read them through.

Also, try posting about them in a few Facebook roofing groups. If they are legit, people will back it up.

When it comes to my experience with other agencies and marketers, I only know one guy that I can vouch for but he only does Google Ads and that’s it (and to be honest, there is only so much you do with just Google Ads). I know one more guy that’s heavily into commercial roofing. He is also very exclusive and does only commercial, but I’ve heard some nice things about him

Everybody else: I have zero respect for them.

If you want real results, join the MADMAT system and let us work our magic for you.

How Negative Online Reviews Affect Your Roofing Business

How Negative Online Reviews Affect Your Roofing Business

Reading Time: 5 min

The internet has become the authority on a lot of things nowadays. Consumers turn to it for the simplest questions because the internet knows it all.

Then why wouldn’t they turn to it when looking for roofing contractors, as well?

Research has shown that now more than ever, consumers are relying on reviews to make their decisions about the services and products they buy:

  • 92% of consumers rely on reviews when making a buying decision
  • 88% of consumers trust online reviews as much as word-of-mouth referrals

How and why does this affect your roofing business? Let’s break it down.

Bad Reviews – to Worry or Not to Worry?

Here is why you SHOULD worry.

Let’s say you have a bad review (or a few of them) online. You may think that’s not a big deal. One or two bad reviews – who cares, it’s not even true.

But the thing is – the internet cares. A LOT.

It doesn’t matter if what the user said in the review is true or not. It’s out there for the whole world to see – and it will be seen. All your potential customers will see it.

So why does it matter to them if you have a negative review?

Think about the customer’s process of looking for a roofer.

When in need of a roofing service, your potential clients will go online and search for some roofers near them first. Once they’ve seen their options, they will click on the first few roofers and start checking them out online.

If they happen to already have a roofer in mind – for example, if someone recommended you in person or talked about you – they will type your name directly into Google and look for any info and reviews.

If they see a negative or a bad review about you, they will automatically skip ahead and check out the other options, i.e. your competition. Why is that? Because there are plenty of options for them to choose from, especially when it comes to roofing contractors.

Roofing is a very competitive business and there a dozen more roofers in your area that your potential clients can turn to. That is why you have to make sure they don’t rule you out from the get-go – and that will happen if they see any bad reviews.

And to go back to whether that bad review is true or not – it doesn’t matter to them.

I mean of course it matters to them if the roofer will do a good job and provide them with great service, but the thing is that they will believe in what is written in the review.

And even if they don’t believe, they will think “Why take any chances?” and simply go with a roofer that doesn’t have negative reviews – just to be on the safe side.

So, you shouldn’t just dismiss the bad review so lightly and say “Oh, he’s an asshole, that’s not true.” The truth is very relative.

Bad Reviews and the Financial Aspect

Let’s think about the negative reviews in relation to $$$ for a moment.

1. The Customer’s Perspective

When it comes to the customers, they will definitely be thinking about their budgets and their hard-earned money. Roofing jobs don’t come cheap – you should know, you’re setting the prices 😀

This is especially true when it comes to roof replacements. New roofs are expensive, so it’s only natural people will check everything and brainstorm a lot before deciding who will replace their roof.

So, when they see a bad review, will they think “Oh that’s just an asshole talking crap about that roofer for this and that reason” or “No way I’m gonna risk my money on a roofer with a bad review”?

The second one – without exception.

When browsing through the online reviews – primarily through Yelp, Facebook, and Google Maps – your customers are looking for a reason to choose you. They are looking for a good, reliable, and trustworthy roofer to invest their money into.

You need to make sure you are that roofer. And you can do that by making sure you don’t have negative reviews or by dealing the ones you do have properly. They should never just be dismissed and ignored.

Apart from that, you also need to make sure you have enough overall (positive) reviews because not having any or enough reviews can hurt you just as much as a bad review.

2. The Roofer’s Perspective

Let’s see how negative reviews affect you, the roofer, financially.

Negative reviews have a big impact on your marketing efforts and they can cause you to waste a lot of money. How?

If you are investing in any type of online (or offline) marketing, such as Facebook, Google Ads, Yelp, Home Advisor, etc. and you have bad reviews online, your marketing will underperform.

A lot of money that you’ve invested in these marketing efforts will simply go down the drain if there are negative reviews that are putting customers off, driving them away from you, and towards your competition.

There are also those roofers that are still not investing in any kind of marketing (online or offline), roofers that live off of referrals and word-of-mouth. And that’s OK, you’ll catch up with the times eventually. 😉

But the thing is, even if you are not big on marketing, you need to keep track of your reviews. Why? Because everything and everyone ends up on the internet eventually.

You may rely on word-of-mouth recommendations – they are, after all, very powerful and the oldest sources of business referrals – but the internet has added a new level to them, an additional layer of information.

All or most of your word-of-mouth referrals will turn to the internet to check you out some more. Whether you were recommended to them by a friend or a family member, it has become a must for them, and for all of us, to go online and double-check everything.

It is, in a way, a credibility check. If you have an overall positive internet presence, you will most likely land the client. If the client finds negative reviews online, they become suspicious and you potentially lose a lot of $$$.

If we crunch some numbers, it turns out that if you lose 1 project every 3 months like this, you stand to lose around $40k a year. That’s a LOT.

And when it comes to the younger generations, the numbers can be even higher because they are much pickier and much more involved in the online world.

It’s simply in their nature to check for online reviews as they are online most of their free time. They are used to getting everything from the internet – from entertainment to information, services, products, etc.

Some users may even decide to contact you despite that one bad review, but the younger generations – no way. They definitely won’t contact you if they see a bad review. They will just keep scrolling and save their clicks for the next in line – your competition.


Bottom Line

The bottom line is – online reviews can make you or break you.

One bad review can make a huge difference and have a big impact on your business. It can drive clients away from you and you can potentially lose some big bucks.

Dealing with them, preventing them, and countering them with good and positive reviews will help your roofing business grow and make you the go-to roofer in your area.

If you need any help managing your online presence and getting positive reviews and feedback from your clients, drop us a line. We’re always happy to help.

8 Internet Marketing Tools for Your Business

8 Internet Marketing Tools for Your Business

Reading Time: 3 min

In today’s world, it is crucial for you to use some form of digital marketing if you want to grow your business successfully. The majority of the population are connecting via the internet, so even if you are not using digital marketing techniques offline, it is important to implement some internet marketing strategies.

However, with so many different tools available it is not always easy to establish which internet marketing tools you should be using for your business. In some cases, it can even count in your favor to make use of a professional to create a successful online presence for you. But if you want to optimize your business online yourself, then here are a couple of internet marketing tools to help your business get on the right track.


Implementing email marketing strategies from day one is essential. MailChimp can make the process of starting an email marketing campaign easy. Even if you have as little as 2000 subscribers, you can start with a free plan when signing up with MailChimp.

Crazy Egg

Crazy Egg is a tool that analyzes your site and provides you with visual information on how visitors use your site.

Google Alerts with Talkwalker

While Google Alerts are great to use when it comes to reviewing mentions of your brand, Talkwalker will also track social media mentions. By using this tool, you can monitor when your brand, competitors or campaign hashtags on various social media platforms are mentioned as well.

Google My Business

You can create a post with an image to the Google my Business page which allows people to know a little more about your business in the form of a short post.


If you want to research your competition, then SpyFu is a great tool to use. You will be able to see the most valuable organic keywords, inbound clicks and more of your competitors. This will allow you to find gaps in their marketing strategy and give you insight on how you can close those gaps.


Social media plays a significant role in a successful company, but it can also be very time-consuming. Hootsuite will let you schedule social media post in advance which can save you a lot of time. There will be no need to visit each platform individually as you can reply to comments and mentions through the Hootsuite dashboard.

There are many more features to Hootsuite which will allow you to manage your social media accounts, including identifying influencers for your marketing strategy.

Google Analytics

Being able to analyze how your business is doing will allow you to tweak your marketing techniques to get better results. Google analytics will give great insight into the action of every visitor to your site, demographics, traffic sources, and more. This will allow you to plan your online marketing better.


If you want to understand what content performs best in search engines, then you can rely on BuzzSumo for that information. By using this tools, you will be able to learn more about your specific market because it will provide you with additional data that can be used in your advantage.



You need only a few marketing tools to get started in your online marketing journey or you can hire online marketing experts. Keep in mind that there is no need to implement everything at once or even make use of every single tool out there. It is best to find only a few tools that will be relevant to your business and take full advantage of them if you want to run a successful online marketing presence.

What Is the Difference Between Digital and Online Marketing?

What Is the Difference Between Digital and Online Marketing?

Reading Time: 2 min

The terms online marketing and digital marketing might seem like the same thing, but actually, they are not. Even though the terms are merely technical, knowing the difference between the two words will allow you to better plan the marketing efforts that will work best for you.


What Is Digital Marketing?


When we talk about digital marketing, we are talking about the marketing of products or services over an electronic device, whether they are online or not. This includes, for example, radio, TV, mobile phone, internet, etc.


What Is Online Marketing?


Online or Internet marketing is a marketing method of a business or a brand that includes advertising products or services strictly over the internet. Various internet tools can be used to help drive traffic, leads, and sales.


Which Will Work Best for You?


The methods you choose to promote your service or product will depend on your type of business.

If one were starting an online business, for example, an e-commerce store, then the marketing methods will at the beginning mostly involve internet marketing. Focusing on building a great online presence first, will most likely count in your favor. As the business expands, you can start making use of other digital marketing methods, for example, mobile marketing or TV ads.

A business that depends on clients coming to their physical store can even take advantage of local TV ads or the radio (presuming people tune into the local radio station). However, internet marketing is a must in today’s world. No matter how small the business is, it will definitely benefit from having a presence on an online platform, even if it is only a business page on a social media platform.

The great thing about using the internet to build your brand online is that you have access to analytic tools. You can ask any digital marketing agency! This can give you great insight into what kind of audience your brand is attracting, which will help you to adjust your marketing methods accordingly. Internet marketing also gives you the option to add conversion tracking to your marketing techniques, as well as budget tracking, allowing you to see where your budget is going and, in the end, helping you to spend it wisely.


What Is the Correct Term to Use?


Due to the fact that internet marketing is seen as a subset of digital marketing, it would not be incorrect if you say you are using digital marketing to promote your business, even though you are only relying on the web to reach potential clients.

However, it would be incorrect to say that you are using only internet marketing techniques if you are also making use other digital platforms offline.




Even though internet marketing seems to be mainstream, in most cases it is best not to limit your marketing techniques to internet marketing only. Technology is continuously developing which means that we can expect many new digital marketing platforms and innovative techniques to come in the future.  

How Can a Roofing Company Benefit from Partnering Up with a Real Estate Agency?

How Can a Roofing Company Benefit from Partnering Up with a Real Estate Agency?

Reading Time: 4 min

Forming strategic and quality partnerships is very important if you are a roofer and it can be very beneficial for your business. One of the most beneficial partnerships you could develop is with a quality real estate agency in your area.

You are in the similar line of work – they buy and sell houses, and you deal with one of the most important parts of a house – the roof. This makes them your ideal lead generating partner.

Their client needs a professional roof inspection before they purchase a house – they refer the client to you. Their client needs a roof repair or replacement before selling the house – they refer the client to you.

How can you make this partnership work and make the most of it? Here is some fresh expert advice.


1. Search for Busy Real Estate Representatives

Visit different agencies in your area, ask around which one has been the most prominent and successful lately.

You may also have some friends or acquaintances who are real estate agents, so try to get in touch with them first and connect with them professionally. You may end up in a mutually beneficial collaboration or they may refer you to their colleagues and peers.

Detecting a very busy real estate representative can be tricky, but one way to find them is by following their ads and marketing efforts. Look for signs in front of houses for sale or ads and billboards around the city.


However, be careful 🛑! An agent who invests a lot of money in advertising is not necessarily a very active or a successful one. Again, ask around about that particular one.

You can also visit several realty offices in your neighborhood in person and ask them about their busiest agents. Usually, they will be glad to answer the question and you can start making a great checklist of your potential targets.

2. Pick Representatives Who Work with Buyers

If your goal is to generate new leads and referrals from your partnership with a real estate agency or a representative, your best bet is an agency/representative that works with buyers. Why is that?

Home buyers will very often require or ask for a roofing inspection before they purchase the house. And which roofer will they choose? Probably the one that their real estate agent recommends to them.

The real estate agent is a professional that they trust, so they will surely follow their advice, especially if they are new to the area.

Even if they don’t require an inspection, the agent can refer them to you for any future roofing services they might require.

So go for the purchasing agents first, it is a really great strategy, don’t you think?


3. Meet with Agents

Go on a mini-tour of real estate agencies in the city. Drop by their offices and introduce yourself and your business. They are professionals just like yourself, so they will surely be glad to listen to your proposal.

Real estate representatives are individuals who generally like to collaborate with businesses and individuals that can benefit them and prove useful for their business.

So the most important thing you have to do is to present yourself and your proposal in the best light, give them helpful information, and maybe some helpful professional advice.

4. Don’t Give Up

Be persistent, have patience and do not give up if you don’t get a positive result during your search. Don’t feel bad, stay consistent and cordial.

At some point, representatives are going to appreciate your consistency and the result will be a collaboration with some big agency that does a great job and gets you many new referrals.


5. Visit Local Real Estate Office Meetings and Conferences

Pick an interesting and popular roofing related topic and present it to brokers at the real estate company’s meeting. They will surely be interested, so you can also start a short discussion on the topic.

Don’t forget to highlight how that agency could profit from collaborating with your business, and it will be a mutually beneficial relationship.

Furthermore, you should remember that the most important thing regarding this type of collaboration is providing specific value to the real estate agency as a roofing professional.

Taking a real estate agent to a fancy restaurant for a nice meal won’t be enough. They need value and concrete propositions.

For example, one of the best options is to provide him with a specific value in the form of business leads.

You can create a specific digital marketing campaign via Facebook Ads which will be oriented to generating new roofing leads. This can be done very quickly, you will generate leads for yourself and the agency, and it won’t require a huge financial investment, i.e. budget.

The greatest thing in a campaign like this is definitely the fact that everyone can benefit from it. But from the agency’s perspective, this roofer – you – will be the only local roofer who will bring concrete leads to the real estate agency – and that is a real measurable value!

And what does that mean for you?

Well, it most certainly means that the real estate agency’s business will grow rapidly, you will receive more and more referrals, and a more significant profit is guaranteed! 🙂

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