Angie’s List was an Internet-based company that specialized in helping consumers find supposedly quality service professionals. They did it differently than the other web-based companies that started before them. Angie’s List was the first to charge a fee for consumers to post the companies they liked and did not like instead of charging contractors to advertise to get business. The concept seemed brilliant at first! It was a private club that kept contractors out! Ha! That was until they got a very large following of members and made tons of $$$. They then began contacting companies who got decent reviews to advertise on Angie’s List. It seemed to make sense, but what in reality it is not a good idea. Why? Because homeowners are SO different. One homeowner might write a great review about one company while another one hates the same company. The only reason companies can advertise on Angie’s List is so they can make more money. They bate the company with, “Hey Mr. Contractor, you just got a really nice review on Angie’s List…You should consider advertising with us to get more business!” Now that it is well known, there are tons and tons of service professionals per category which makes it a glorified yellow pages.

Our company was recently approached by another company that is trying something totally different than Angie’s List, ServiceMagic, Kudzu and many other online outfits. It is called To Fix It!” They started in Phoenix and are now marching to San Diego to test this market, after a successful three years in Arizona. To Fix It is spending the time to research high profile companies that desire to grow their businesses and be the best in service. They won’t allow a small company that does not want to grow. They want the best of the best. I am sure they are money motivated like all businesses, but they are quite a bit different than the rest of the crowd. Why? Because they were started by contractors, not a big marketing firm. Companies that get involved with To Fix It will have exclusive advertising rights for the areas they purchase (by zip code). When a consumer called 1 800 to fix it or goes to tofixit.com, types in their zip code to look for a plumber, electrician, painter, etc. they will receive one company to call. The norm has been for consumers to get three bids and pick the middle guy. To Fix It is trying to change that. They’ve done the research and made sure the companies remain #1 in service and quality.  One last thing that is great about To Fix It for the contractor is that all the advertising is pooled between companies. In other words, if there are 30 categories and 40-50 contractors signed up, their monthly fees are used to advertise To Fix It as a brand by tv, radio, direct mail and web searches. It is a cheaper way for companies to advertise and get more quality leads.

Oh…and even if To Fix it doesn’t really work to get great leads by phone or through the web, at least the companies can get quality leads from the companies signed up in the program. They can network and share ideas on how to grow their businesses.

Lord willing, we will be jumping into this company starting April 1st as one of two paint companies in San Diego. I’m really excited about this new opportunity. Their tag line is, “We recommend the best and toss the rest!” It helps keep our competition to a minimum.