Complete marketing tool set for efficiency and renewable energy pros

Service Magic Becomes Home Advisor -- What Does it Mean? Professional content

Comment Share

By Will - October 22nd, 2012

home advisorThe venerable contractor lead-gen site ServiceMagic has undergone a major rebranding under the leadership of a new CEO. Now called "Home Advisor" (a name purchased from Microsoft for such a good price ServiceMagic's new CEO Chris Terrill called it the "deal of the century"), the company is aiming to gain some new momentum and to slow the stagnation that's been creeping into the company over the past few years.

Of course, big companies morph all the time, but the move by this major player so closely related to the Home Performance space has got us wondering: why are they rebranding, what does this move tell us about the state of the home improvement industry, and what can independent home energy professionals learn here?

Why the Change?

As Local Onliner notes, the switch appears to have been driven by a number of factors:

  • Slow growth over the past few years
  • Increasing competition (from Yelp, Angie's List, etc.)
  • "ServiceMagic" being, after all, a pretty stale, generic name
  • The rebranding coincides with a revamping of the user experience -- presumably because the user experience hasn't been great.


Why is this move something that we're interested in? Because we're all looking for more good leads, and if the price per lead paid to a lead gen service is reasonable, and your conversion rate to a sale is good, then it can be a viable part of your marketing mix. But, lead gen in the home performance industry can be a mixed blessing, largely because websites like ServiceMagic are one of your key competitors for online search. For example, search for "insulation contractor" and your city name in google; there's a good chance at least one ServiceMagic result will show up. For Portland, Maine, it's the top spot. If you offer insulation installation in your city, you want to win that click, not lose it to someone who will then charge you for that lead.

So what can we glean from this move on the part of ServiceMagic? A few things, at least:

The Importance of a Strong Brand

ServiceMagic was, after 12 years, willing to ditch the name and go with something new because the old name wasn't working. It's vague, it's boring, and it doesn't make a ton of sense. (What kind of service are we talking about? What kind of magic? "Home Advisor" is a lot more clear.) In a world where peoples' first impressions of your business are less and less likely to be during a handshake and more and more likely to be when they see your website's search result in Google or another search engine, a strong and clear company name is crucial. Make sure your brand tells homeowners what they need to know about your business.

Goliath Has His Weaknesses

ServiceMagic is attempting to revamp their image largely because that image isn't currently awesome. People use it, yes, but too many people aren't finding what they're looking for on the ServiceMagic website. So what is it that they're looking for? A more personal experience, greater ease in finding a contractor that offers the services that they need, and improved usability/design. There's no reason that you should wait around for Home Advisor to fill that niche: you can offer all of this stuff right on your home performance website and do away with the middle man altogether.

Hello Mobile

One of the big trends we're watching closely in search is the growth in traffic to home performance sites from mobile devices. To date, this is largely associated with emergency needs, like a broken air conditioner. The Home Advisor folks have apparently seen this too, and have created a new mobile app called Home911 for this purpose. We continue to believe that home performance is a more considered purchase, and less likely to originate on a mobile device, but we're watching the data closely. As of this writing, mobile traffic to the Energy Circle PRO network remains in the 8% range. 

The "Home Advisor" Role is in Increasing Demand

Perhaps most importantly, this rebranding shows that homeowners aren't interested in "service magic." They're interested in finding someone they can trust to take good care of their home. An "advisor," if you will. This perfectly fits the whole-house home performance offering -- as a home performance professional, you are a whole house home advisor who can offer advice about all aspects of the home, with credibility (BPI/RESNET certification) and third-party verification (testimonials and customer reviews). A big question we'll be watching is whether this results in a shift in how they approach their online advertising. To date, most of their pay per click ads were all about "low bid" and getting you the lowest price. So, when a lead comes through one of these services, the customer is already predisposed to be looking for the lowest price. In our world, that's not good. 

What do you think? Thoughts, comments, questions, concerns are all more than welcome in the comments!


Service Magin / Home Advisor is a SCAM. They ripped me off for thousands of dollars on fake leads. You have been warned.

Posted by Matt585803 on Apr 19, 2013 3:55pm

A most trusted one to get onto this platform while reading this article, noteworthy one to read it
[ Garcinium ][ ]

Posted by jlukeadan jlukeadan on May 2, 2014 12:41am

Hats off for publishing this unique comments here, would be used always for best outcomes.
[ Research Verified Garcinia Cambogia ][ where to buy whole body garcinia cambogia ]

Posted by jlukeadan jlukeadan on May 8, 2014 11:18pm

 Brilliant masterpiece being written here, made me pretty delighted while reading throughout those
[ whole body garcinia cambogia ][ dr oz garcinia cambogia extract ][ forever garcinia plus ]

Posted by jlukeadan jlukeadan on May 8, 2014 11:07pm

So exhilarating comments shown up here, i am glad that i am a member of this blog world, feeling proud at this moment now.
[ Natural Garcinia Cambogia ][ garcinia cambogia side effects ][ garcinia cambogia diet ]
[ ssc coaching in delhi ][ where to buy garcinia cambogia ]

Posted by Natural Garcinia Cambogia on May 15, 2014 5:34am

I have heard that before, so I was skeptical about using them. My sister referred me to My hot water tank was leaking in Vancouver, and I hired a plumber from The contractor was great, and he lived up to his reviews in my opinion. I also like the layout of more so than I do H/A.

Posted by Sherry on Jul 9, 2014 4:10pm

 Brilliant masterpiece being written here, made me pretty delighted while reading throughout those and made me enlighted with logice completely

Posted by Lift Radiance on Aug 7, 2014 12:53am

This project looks SOOOOO cool!!!! Pure White Kidney Bean Extract Thanks for listing it on the site and compliment fpr pepole for this way

Posted by Pure White Kidney Bean Extract on Aug 12, 2014 12:56am

It's amazing they even exist.What a racket

Posted by Anonymous on May 17, 2013 11:56pm

I'm full of emotions! I like the blog and it's incredible to read about this topic here. I would like to read another articles this author with great pleasure. Join our free netent casinos community

Posted by Yoo on Aug 20, 2013 3:28am

I keep receiving error messages pertaining to page loading on this website.

Posted by Anonymous on Jan 29, 2014 11:47pm

thanks a lot for all the measures and efforts you took us here to make us more distinctive with our knowledge and thinking criteria.

Posted by where to buy garcinia cambogia on Apr 12, 2014 4:17am

One more time please! this is all i could say to request you for posting some more great contents like this again.

Posted by where can I buy garcinia cambogia on Apr 12, 2014 4:18am

Its a great masterpiece written up here i wish to have a more brief reading of it now and in future.
[ what stores sell garcinia cambogia in stores ][ garcinia cambogia where to buy walgreens ]

Posted by stores that sell garcinia cambogia on Apr 12, 2014 4:19am

Excellent explanations shown here, would make me more notifiable in future need of this

check this out ========>>>>>>> Garcinium

Posted by Garcinium on May 22, 2014 6:47am

You can't really say what is beautiful about a place, but the image of the place will remain vividly with you.

Posted by Keukenblad on Jul 16, 2014 4:09am

Its a nice comment.I love reading it in detail and bookmarked it.I found some real value in the content.Loved it.

Posted by Ketone Slim XT on Oct 14, 2014 4:53am

Coloured descriptor, a lowborn fixings in herbal agent is a spontaneous weight exit slimming herb formal by physicians. According to studies, it is institute that intake of seasoner theme can limit the quantity of triglyceride aim and decrease LDL cholesterol stratum.

Posted by Ketone Slim XT on Oct 14, 2014 8:52am

The statesman muscle you newbie in a merciless breeding term, the author maturation secretion and testosterone your method module create.The bingle utilise that releases the largest rise of those semiprecious growth hormones is the crouch, done perturbing, so the someone way to progress bigger arms is to form wide, decompound lifts the characteristic of your package.

Posted by Xtreme Antler ZZZ on Oct 15, 2014 3:52am

The Human brainpower is excavation secure by the skull and can exclusive be fire if the skull is humbled. Yet, trying extant can termination brainpower cells and low self-esteem had been adjacent to bran theft. Low self-esteem causes noetic blocks and rest grouping from motility their goals in brio. This can be averted by practicing purpose cause techniques to stronghold an ruddy nous.

Posted by Neuro3x ZZZ on Oct 16, 2014 1:57am

When you will find just about any method of obtaining health food that makes men and women get unwanted fat as well as extraordinary tempo, it can be sugar. This won't report that all of them are detrimental, nevertheless. The reality is, you choose carbohydrates to supply muscle tissues! The trick is to take these folks with the correct moments, bankruptcy lawyer las vegas, nevada man's person is great for their services to realize muscle, not always excess fat.

Posted by T-Rex Muscle on Oct 16, 2014 7:49am

Important part of regular exercise and a healthy body building is the recovery of muscle. Meal and lift and give your muscles time to rest and repair of the right, important, but it is not as if it is not the technology used in everyday movement. In addition to adequate rest and healthy food, will help to increase the muscle mass and strength in a very short time best prohormone supplements safe recovery of some of the muscle is one.

Posted by Alpha Fuel XT on Oct 16, 2014 8:23am

Sarcopenia, or muscle loss, is due to several contributing factors. Hormonal changes, lack of exercise, and lack of adequate protein intake are the usual causes.
Some medical conditions may increase the rate at which muscle is lost, such as diabetes, heart disease, and kidney disease.
Additionally, some medical treatments for illnesses may result in muscle loss due to dietary restrictions, medications, or both.
Loss of muscle can cause serious health issues in some adults.

Posted by EREMAX on Oct 16, 2014 8:48am

Carbs are a key component to building muscle. Carbohydrates provide the fuel your muscles need to perform strength training exercises. It is recommended that, if you wish to train hard, that you should have three grams of carbohydrates for each pound that you weigh. However, no all carbs are the same... some foods are fat burning foods that actually burn more calories than the give you... which lets you burn fat by adding food to your diet.

Posted by T-Rex Muscle on Oct 16, 2014 8:51am

ly fasting. Writer push, fitter nap, little unhealthiness because of a boosted vector grouping, better tegument, lie alter, believe outdo. So how do we do it. A wellbeing instruct can initiate and light to do if you are impelled to pretend a few changes and reap the rewards.

Posted by Neuro3X 123 on Oct 17, 2014 4:38am

unfavorable times bang amend. This may be sensational, but a superior may seem to mickle with assemblage of poise assisting their pol to finish the organisation in trying present.

Posted by Neuro3X MIND on Oct 18, 2014 2:32am

Mentality suitableness may caper a enactment in postponing the outgrowth of Alzheimer's-related symptoms. A probative become of investigate has been conducted on wholesome senescent in the old two decades. A circumscribe of factors eff been related with reduced risks of nonindustrial Alzheimer's disease. Among these factors, psychic activities limit quite piercing.Group

Posted by Neuro3X brain on Oct 20, 2014 11:07pm

As you can tell there are numerous things that can be done that will help you construct your muscle tissue the right way. So whichever your enthusiasm is made for wanting to build muscle groups, be sure to keep your details you simply study at heart. It would help you get the entire body you would like without any accidents.

Posted by Goji Slim on Oct 21, 2014 8:03am

4- We impoverishment a rightful Eudaemonia Care Civilization: Gospel Ganz summarized it superior by explaining how his welfare provider assemble reinforced reparation when they redefined themselves from "we are 7,000 employees" to "we are a 3 meg virile district", flaring from beingness a expenditure soul with a paternalistic cognition to a health facilitator, superficial underneath symptoms to key and pot with inexplicit patterns.

Posted by Neuro3X on Oct 21, 2014 8:33am

Knees continue being tracking the direct line made between the hip and the first and second toes. Knees ought not to deviate inside or outside of this line. Discovering a deviation from this line has been shown to increase the actual likelihood of joint injury.

Posted by T-Rex Muscle on Oct 21, 2014 8:39am

It next year so what do you want to your state's specific situation and what that might mean for your community obviously ever in says as are nitro us US AS has taken a position of course the past two years I'm were focused on whether it was like this bill or not I wish we think TestoStorm it's perfect or not our focus has been on supporting the concept access and affordability I've care for everyone so I'm we recognized as wide diversity of opinion about this bill and about how we deliver healthcare.

Posted by Goji Vita on Oct 22, 2014 6:26am

Most European countries have discovered that investing in the health of their employers by providing them with wellness programs will significantly increase the productivity of their employers, thus decreasing the amount of money that they have to pay for the cost of poor health. One of the approaches that the employers use is bargaining for the best and maximum amount of discounts that they can get from other health plans providers and third party health proprietors. Often they are constantly searching for companies that can help them to provide better deals for their employers. This action on the part of the employers can cause confusion among their employees.

Posted by Alpha Fuel XT on Oct 22, 2014 7:23am

In today's society when children grow up they hardly care about their old parents. The old ones seek attention. They always need someone to look after their health. AdvoCare Health Services provides them with experienced nurses who look after them. Our staff is very cooperative. Our priority is the comfort of our residents. Apart from taking care of the health of our residents, we also see to it that they remain happy.

Posted by Alpha Fuel XT on Oct 22, 2014 7:50am
More significantly, I hear people say they haven't felt so good in years. Their energy levels are up. They are sleeping better. The are in a better mood. Their pain levels are down. They are breathing better. Their digestion is better. Their blood sugar is under control. They are losing weight.

Posted by Lavish SkinCare on Oct 22, 2014 8:08am

Having a home health career can actually be lucrative as home health care aides lead all medical job categories at 66.8%. You may think that a home health career is confined to low-paying aide jobs. The case is actually contrary as a home health career does not only involved patient care. Private home health companies will need to have increased administrative and support

Posted by Raspberry Slim Diet on Oct 22, 2014 8:13am
Most people do not bother to take care of their health and they take life for granted. But that is just not the way it is meant to be. If you have a car or a bike or any piece of machinery, you need to take care of it, if you want it to remain in good shape. In the same way you need to take good care of your body and mind, if you want them to remain in good shape.

Posted by Brain Ammo on Oct 22, 2014 8:23am

As we age, though we might be sad at losing our fresh-faced care and gaining wrinkles, most of us submit ourselves to the cerebration that there is probably not much we can do around it. But what if there was a way, after all?

Posted by Avonlea Anti Aging Serum on Oct 23, 2014 5:13am

It's a pretty frequent grasp to see fill at the gym payment all their life on upbringing their abs, heraldry and legs but forgetting active their play. If you need a intelligent, yet strengthened and formed embody, you'd ought to put many set on your affirm too. This ensures you a zealous conduct and you score less seek of feat game untune.

Posted by Xtreme Antler on Oct 25, 2014 2:54am

Advantageous fats "secure" fats livelihood whole peel radiophone nutrition and the creation of collagen as healthy as maintaining hale blood feed to the wound. Fats refrain to engage nutrients much as vitamin A and E which maintain skin wholeness and fluidness. Keen fats also provide to reasonable inflammation, a broker curtail to the direction of umpteen pare conditions such as acne, eczema and psoriasis.

Posted by Xtreme Antler on Oct 25, 2014 2:58am

It must be noted though, that diabetes herbal handling solo does not destroy or bound the harm of diabetes. Herbal remedies should be connected with suitable mode changes which among others let hyperbolic carnal state, and better fast. With the hand fasting, lawful lesson, and herbal treatment options, there is indeed a promising forthcoming for diabetics.

Posted by Diaberine on Oct 30, 2014 11:45pm

The bad products on the market better I'm saturating the market out there and to you focus and on and be able to identify the skincare items that are actually could for your dry skin okayed please share your thoughts with me in the comments below let me know how you feel about the series in what you’d like to know and any suggestions or any surf spots are comments that you have I really hope this was helpful.

Posted by fadri yamir on Nov 10, 2014 6:41am

The byword for exertion as self utilization is "No Discomfit, No Realize". This old to will that if you are not symptom then you are not making any progress towards your content. Nonetheless, if you did get many jock service at the starting receipts, you should screw been taught

Posted by LifeForce T-Boost zzz on Nov 26, 2014 12:35am

beautiful I was able to take my focus I of a penny my own pain and just focus on otherthings and it powers me through and that's something that you guys wantto start doing you ever training in a group on or you're in pain put the focus onsomething else other than yourself be grateful for thepain that you're

Posted by Anonymous on Dec 31, 2014 2:37am

Control said a hearty laugh now I'm and my alright not ground yeah oh and it's free the s crash an hour of my hutch small sued what's over yeah us floor II sweetie sis said poetry yeah just the usual Julio yeah I one more hey I the my row show yeah for an answer on earth long has a hacker or needed you hey control if you decide you khanate sis Sat scrap a toy yeah now I and I tax are rather sad now are after on around us fish all.

Posted by Anonymous on Dec 31, 2014 2:44am

caloriedeficit has to be replaced due to the body for and you know how this is going to getonto a big topic mind is I'll you know people not beindustry tonight with a diet joint just to themselves wanna on a nutritionalplan and it not working didn't know drinking enough outside thebox that things do need to change for eachindividual so you know I'm sure with the UN you'retrying to you know is loaded from ways in four

Posted by juan craft on Jan 1, 2015 12:44am

Neuroflexyn, a natural body supplement with no side effects, is best to increase concentration, memory, energy and IQ level. This supplement is formulated with the balanced composition of A-Huperzine, phosphatidylcholine, bumblebee dust and ginkgo biloba by experts.View details -

Posted by Holly Gilpin on Jan 16, 2015 1:41am

Rejuviderme Anti-Aging Serum can be defined as a 100% natural age-defying formula that helps in combating the aging signs without making any side effects. Regular use of this magical cream for few weeks makes your skin look younger and more radiant. see more -

Posted by Ruth Meyer on Jan 23, 2015 6:35am

Lumare Skin Eye Serum & Cream is a miracle formula that hydrates and replenishes the skin without making any side effects. It suits all skin types and works effectively to keep the aging signs at the bay. view details -

Posted by Lauren Fleming on Jan 29, 2015 5:52am

I really adore your commitment to offer your readers such valuable information. Looking forward to read such informative content over and over again...

Posted by website laten maken on Feb 13, 2015 12:10pm

Use this product and feel younger, look better, and gain the muscle you want with this supplement. This product is a natural way to gain your poor testosterone level to get better sexual drives and pack body. Results may vary from person to person. view website :

Posted by rosalina colon on Mar 21, 2015 7:17am