Leads and signals
What a lead is, and what makes it ready.
- Intent lead: a person or business showing a real sign they may need your service soon.
- Ready signal: the public event behind a lead, like a home sale, a permit or a storm alert.
- Why now: the one-line, plain-English reason a lead is worth reaching out to today.
- Exclusive lead: a lead given to one client only, never shared with or resold to another client.
- Shared lead: a lead sold to several businesses at once, so you compete for the same person.
- Deed transfer: the public record that a property changed owners. A common sign of new owners.
- Permit signal: a building, roof, electrical or other permit filed with a city or county, showing a project is moving.
- Lead score: a 0 to 100 rating of fit, signal strength and freshness.
Costs and plans
How to measure what leads cost you.
- Cost per lead: what you pay for each lead delivered.
- Cost per booked job: what you pay for each lead that turns into a booked job. The fairer way to compare channels.
- Overage: extra leads delivered above your plan's included number, billed after delivery.
- Bad-lead replacement: a new lead in place of one that fails clear rules, like a wrong address or a duplicate.
- Territory exclusivity: one client per service in an area. A proposed add-on on Growth and up.
Data sources
We use legal data only. Every record keeps its source, pull date and license.
- Public record: information the government publishes, like deeds, permits and business filings.
- Licensed feed: data we pay to use under a written license, used only as that license allows.
- First-party data: data a business collects itself, like its own website forms, with consent.
- Official API: a data connection a provider offers for this use, instead of scraping its site.
Rules and compliance
The rules behind how we reach people. This is plain English, not legal advice.
- TCPA: the Telephone Consumer Protection Act, the federal law on marketing calls and texts.
- Prior express written consent: a signed (e-sign is fine) agreement naming the seller, in which a person agrees to automated marketing calls or texts. It can't be a condition of purchase.
- Do-Not-Call: the national registry, plus state and company lists, of numbers that must not get sales calls.
- CAN-SPAM: the federal law on commercial email: honest From and subject lines, a physical address and a working unsubscribe.
- Suppression list: people and businesses who asked not to be contacted, checked before any outreach.
- Daniel's Law: a New Jersey law that lets covered people, like judges and police, keep their home address from being shared.