Home services vertical

Sub-verticals

HVAC (heating, ventilation, air conditioning)

Editorial comparison content for homeowners researching system replacement, new installations, maintenance contracts, and emergency repair. Filters include service zip, project urgency, system type, fuel source, and homeownership status.

Plumbing

Decision-support content for repair, installation, and water-heater replacement projects. Filters include service zip, project scope, urgency, and homeownership status.

Roofing

Comparison content for homeowners shopping repair, full replacement, and insurance-claim-driven projects. Filters include service zip, project type, insurance involvement, and roof age estimate.

Solar (residential)

Editorial coverage of residential solar installation, lease vs. purchase decisions, and battery storage. Filters include service zip, average monthly electric bill, roof posture, and financing preference. Note: 2026 demand outlook is reduced post-federal-tax-credit sunset; we curate carefully.

Windows & doors

Comparison content for home-improvement consumers researching whole-home replacement projects. Filters include service zip, project scope, and timeline.

Kitchen & bath remodeling

Decision support for full-scope kitchen and bathroom remodel projects. Filters include service zip, budget band, project scope, and timeline.

Lead schema (representative)

HVAC lead with phone-transfer option, shared tier:

{
    "lead_id": "aml_2026_HS...",
    "vertical": "home_services",
    "sub_vertical": "hvac",
    "tier": "shared",
    "delivery_type": "form_with_phone_transfer_offer",
    "consumer": {
        "first_name": "...", "last_name": "...",
        "email": "...", "phone_e164": "...",
        "address": { "state": "AZ", "zip": "85016" },
    },
    "vertical_data": {
        "service_type": "system_replacement",
        "urgency": "within_30_days",
        "system_type_current": "central_ac_gas_furnace",
        "homeowner": true,
        "best_contact_window": "weekday_business_hours"
    },
    "consent": {
        "trustedform_cert_url": "https://cert.trustedform.com/...",
        "consent_language_version": "2026-05",
        "consent_timestamp_iso": "...",
        "ip": "..."
    },
    "source": {
        "property_id": "home_services_us",
        "user_agent": "...",
        "session_id": "..."
    }
}

Pricing bands (USD per accepted lead)

Sub-vertical	Shared	Exclusive	Phone-transfer
HVAC	$15 – $50	$35 – $120	$50 – $180
Plumbing	$10 – $35	$25 – $85	$40 – $140
Roofing	$20 – $65	$45 – $150	$60 – $200
Solar (residential)	$40 – $120	$90 – $280	$120 – $400
Windows & doors	$15 – $45	$35 – $110	$50 – $160
Kitchen & bath remodeling	$25 – $75	$55 – $180	$80 – $250

Compliance for the home services vertical

• TrustedForm Certify on every lead form. Cert URL delivered alongside lead payload.
• Contractor licensing attestation. Where state or local licensing is required (HVAC, plumbing, electrical, roofing in most states), advertisers attest to active licensing in every service area they buy leads for. License numbers documented and reviewed annually.
• Multi-seller consent disclosure with our maintained partners list.
• State-law layered compliance across TCPA, mini-TCPAs, and state-specific home-services consumer protection statutes.
• Service-area accuracy. Leads are routed only to advertisers whose stated service area includes the consumer's zip code.
• Phone-transfer call recording. Phone-transferred consumers are placed on calls with consent disclosure played at transfer.

Onboarding

Home services vertical onboarding takes 3 – 5 business days, longer for advertisers requiring multi-state license documentation review. Required documentation: contractor license certificates per state, EIN, primary signer details, service-area zip list, and your preferred delivery endpoint.

Start at /advertise or contact home@advertisingml.com.