Scenario A
Water Damage Owner
, Angi / HomeAdvisor
, Angi / HomeAdvisor
Cost per lead$85–$120
Shared with competitorsYes, up to 4
Typical close rate~20%
Cost per closed job$425–$600
ScalabilityCosts more as you grow
PredictabilityLow
You're racing 4 competitors to call back first, and paying $500+ for every job you close.
Scenario B, Best
Same Owner
, Google Emergency Calls
, Google Emergency Calls
Cost per lead$0 per call
Shared with competitorsNever
Typical close rate~60%
Cost per closed jobRetainer ÷ jobs closed
ScalabilityCompounds monthly
PredictabilityGrows over time
One call. One exclusive lead. Higher urgency, higher close rate, lower cost per job. Gets stronger every month.
Scenario C
Same Owner
, Referrals Only
, Referrals Only
Cost per lead$0
Shared with competitorsNo
Typical close rate~75%
Volume controlNone
ScalabilityCan't scale it
PredictabilityFeast or famine
Great close rate, but you can't predict it, control it, or grow it. The moment referrals slow down, so does your income.
Head-to-Head Comparison
The same factors that matter most to a restoration owner, cost, exclusivity, scalability, and predictability.
| Factor | Angi / HomeAdvisor | Referrals | Google Calls |
|---|---|---|---|
| Cost per lead | $85–$120 | $0 | $0 |
| Exclusive to you | No, shared | Yes | Yes |
| Close rate | ~20% | ~75% | ~60% |
| Predictability | Consistent volume | Feast or famine | Grows monthly |
| Scalability | Costs more to scale | Can't scale | Compounds over time |
| You own the asset | No, renting leads | Relationships | Yes, your visibility |
| Works while you sleep | Sometimes | No | Yes, 24/7 |
| Cost if you stop paying | Leads stop instantly | Referrals continue | Visibility remains |
Real Cost Per Closed Job
Based on typical close rates and lead costs. Assumes $2,000/mo retainer and 5 closed jobs/month for Google scenario.
* Google cost per job = retainer divided by jobs closed that month. As call volume increases, cost per job decreases. Not a guarantee.
Google Calls Are the Only Lead Source You Own.
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