Angi Lead Customer Service: Expert Guide for Contractors and Service Pros

Overview and Platform Context

Angi (consumer site: https://www.angi.com) operates a lead marketplace that connects homeowners with local tradespeople. The lineage matters: Angie’s List launched in 1995, HomeAdvisor grew in the 2000s, and the companies merged in 2017 under ANGI Homeservices; the combined consumer-facing Angi brand has evolved since 2017 to prioritize real-time leads and guaranteed bookings. Today the platform serves millions of monthly visitors and thousands of active professionals across major U.S. metros.

For a service professional, “Angi lead customer service” means three distinct things: the platform’s customer support and policies, the way leads are delivered and qualified, and the operational customer-facing behavior you must provide after a lead arrives. This guide explains all three with practical numbers, expectations, and tactical workflows you can implement immediately.

Lead Types, Pricing Models, and Typical Costs

Angi uses multiple commercial models: pay-per-lead (PPL), subscription listings, and sometimes pay-per-booking options for certain categories. As of 2024, typical PPL prices range widely: $20–$60 for small-service categories (e.g., locksmith, light appliance repair) and $80–$300+ for high-ticket trades (HVAC replacements, kitchen remodels). Geographic competition and project size are the two primary drivers of price.

Buyers should plan budgets using conversion math. Example: if average lead cost is $50, and your closing (conversion) rate is 10%, then the effective cost per booked job is $500. If your average job value is $1,200, gross margin before overhead becomes (1,200 – 500) = $700 per booked job. Tracking these metrics monthly (leads received, leads contacted within 24 hours, conversions, average job value) lets you validate ROI within 30–90 days.

Lead Delivery, Qualification, and Response Expectations

Angi delivers leads via the web dashboard, mobile app, and email/SMS notifications. Best practice is to have push notifications enabled and to answer within 1–4 hours. Industry benchmarks show that response time is the single biggest factor in conversion: responding within 1 hour increases contact-to-book rates by 3–5x compared with responding after 24 hours.

Qualification filters are available (project budget ranges, homeowner timing, property type). Make them as specific as possible to reduce wasted spend: for example set minimum project budget to $750 for remodeling work if your break-even acquisition cost requires it. Use Angi’s lead notes and homeowner-provided photos to triage: categorize leads into A/B/C (A = immediate, budget confirmed; B = scheduled quote; C = low budget or long-term).

Practical Customer-Service Workflow After a Lead Arrives

Adopt a scripted but human workflow: (1) immediate acknowledgement (SMS or call within 15 minutes), (2) confirm availability and ask 3 budget/timing questions, (3) book virtual or in-home estimate within 48–72 hours. Script example: “Thanks, I’m [Name] with [Company]. Quick questions — what’s your timeframe, do you have a budget range, and are there photos or measurements?” This approach reduces no-shows and speeds qualification.

Document every interaction in your CRM or Angi message thread with timestamps and short notes. If you must decline a lead, log the reason (e.g., price, out-of-service-area, schedule) to help Angi support categorize and improve future matching. Aim for 70–90% of A leads being converted to on-site quotes and a 20–35% closure rate on those quotes for healthy performance in many trades.

Dispute Resolution, Refunds, and Working with Angi Support

Angi offers a formal dispute and refund mechanism for bad or duplicate leads; the exact terms are in your merchant agreement. Common disputable categories include duplicate leads, incorrect contact info, or clear spam/scam entries. To file a dispute efficiently: (1) capture evidence (screenshots, call logs), (2) submit within the 48–72 hour window Angi typically documents, and (3) tag the lead ID and timestamps. Early and precise documentation materially increases refund approval rates.

If you need platform-level help, use the Angi Pro support pages within the dashboard and the main site contact path at https://www.angi.com. For rapid resolution, include lead ID, homeowner name, contact attempts, and recorded outcomes. Track and escalate recurring quality issues — if 10%+ of a week’s leads are unusable, request an audit of your lead zip codes and categories to reduce waste.

KPIs, Reporting, and Continuous Optimization

Track these KPIs weekly: leads received, contact rate within 1 hour, site-visit/quote rate, close rate, average job value, and cost-per-booked-job. Expect variation by trade: for example, plumbing and electrical often have higher immediate conversion rates (20–35%) than large remodels (5–15%). Use a 90-day rolling window to evaluate seasonality and bidding changes.

Optimization actions with measurable impact include: improving profile ratings (5-star reviews increase inbound quality), adding project photos to your Angi profile, setting realistic service radii (trim excess zip codes to lower lead waste), and using Angi’s budget filters. Small, data-driven changes (reduce lead zip coverage by 20%, increase response SLA to <1 hour) can reduce acquisition cost per booked job by 15–40% over three months.

High-Value Checklist (Actionable Steps)

• Enable push notifications and answer within 60 minutes; aim for <15 minutes on hot categories.
• Use budget and timing filters to avoid low-value leads; set minimums (e.g., $750+) where needed.
• Document every contact attempt with timestamps; keep screenshots and call logs for disputes.
• Track KPIs weekly and compute cost-per-booked-job: lead_cost / conversion_rate = acquisition cost.
• Request lead audits if >10% are duplicates or invalid in a 7–14 day period.

Final Notes for Operators

Think of Angi as a paid marketing channel that requires the same care as paid search: identity, speed, follow-up rigor, and measurement. Budgets should be tested in 30–90 day increments with strict KPI goals, not “set and forget.”

For platform questions and the latest policy updates, start at https://www.angi.com and use the Pro dashboard help links; keep internal SOPs for lead handling so every technician follows the same high-conversion sequence. Properly managed, Angi leads can consistently supply a predictable pipeline of jobs with clear ROI within 1–3 months.