HomeBuddy Blog

Why do Exclusive Leads Convert Better? A Real-World Case Study with Robert Helm

Written by Rachel from HomeBuddy | Apr 25, 2025 1:45:58 PM

When it comes to lead generation in the home improvement industry, one of the most important decisions contractors face is choosing between shared vs. exclusive leads. While shared leads may seem cheaper upfront, they often come at a much higher cost in terms of customer experience, conversion rates, and internal efficiency.

Robert Helm, Marketing Director at American WeatherTechs, a remodeling company serving Cincinnati and Columbus, knows this firsthand. His team transitioned to exclusive leads over two years ago and hasn’t looked back.

 

Set Rates Up to 3X Higher with Exclusive Leads

Shared leads are usually sent to three or more contractors at once, resulting in multiple calls, duplicate pitches, and a frustrating experience for the homeowner. Robert describes the impact:

"So the set rates that we get with HomeBuddy literally can be 2 to 3 times higher than the average set rate from a typical lead aggregator or someone that's provided and shared leads."

This wasn’t just a small bump in performance. Set rates increased, marketing ROI improved, and the cost per qualified appointment dropped across the board.

"Our cost of marketing with HomeBuddy and the time that we've worked with them has been really among the best class of marketing out of all the sources and all the campaigns that we run."

The key difference? Exclusivity. By being the only company reaching out to a homeowner, Robert’s team gained trust quickly, resulting in faster bookings and more closed deals.

 

Exclusive Leads = Better Homeowner Experience

Aside from numbers, exclusivity also changed the dynamic between sales reps and prospects. Robert explained that shared leads often overwhelmed homeowners with calls and messages, pushing them to disengage.

"When a lead is shared 3 or 4 times, and you have 3 or 4 other home improvement companies calling nonstop… homeowners tend to get overwhelmed. They tend to get turned off to the whole process."

With exclusive leads, prospective homeowners are more receptive, engaged, and ready to take the next step.

 

How to Vet a Lead Source Like a Pro

Before choosing a new lead provider, Robert ran a hands-on evaluation. He didn’t just look at prices or promises, he assessed the quality of the entire customer journey.

"I also always like to go to the landing pages and kind of go through the customer journey myself and see what people are experiencing… HomeBuddy is just very straightforward. No misleading ads or questionable ads."

He also checked their Meta ads to see how they positioned themselves in-market:

"I like to go out and look on the Meta Ads library, and see what type of ad copy they're running."

If you're a contractor evaluating lead providers, ask yourself:

  1. Are the ads clear and truthful?
  2. Is the landing page optimized and mobile-friendly?
  3. Does the form qualify leads properly before passing them on?
  4. Are the leads exclusive, or shared with competitors?

Contractors often get pulled in by low-cost leads, but that cost can be misleading. As Robert put it:

"At the end of the day, it's all about the ROI… and HomeBuddy has delivered on the ROI over the past two years for us. In a way that is really a lot better than what a lot of the lead aggregators that we work with or some of the other campaigns that we run."

Whether or not you work with HomeBuddy, the lesson stands: exclusive leads are more than a buzzword, they’re a lever for sustainable growth.

Want to explore exclusive homeowner leads that actually convert? Let’s talk!
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