Maverick vs. HomeAdvisor, Thumbtack, Houzz, and Traditional Marketing Agencies: Which One Actually Gets You Commercial Clients?

If you're a contractor looking for more work, you've probably tried HomeAdvisor, Thumbtack, or Houzz. Maybe you've even hired a marketing agency. These platforms can generate leads - but they're designed for residential work, not commercial contracts.

Here's the honest breakdown of what these platforms actually deliver, and why contractors chasing commercial clients often end up frustrated.

What These Platforms Actually Are

HomeAdvisor connects homeowners with contractors through a pay-per-lead model. Leads cost $15-$60+ depending on your trade and location, and most leads are shared with 3-5 other contractors. You're competing on speed-to-call and price. Annual fees run around $300 plus per-lead costs.

Thumbtack works on a credit-based system where you pay to respond to project requests. You only pay when you choose to engage, but you're still competing against multiple contractors for the same residential job. Credits range from $5-$100+ depending on job size.

Houzz focuses on home remodeling and design, connecting homeowners with contractors through a directory and lead gen model. It's heavily visual - great if you do kitchens and baths, less useful for commercial services. Pro+ subscriptions run $300-$1,000+/month.

Traditional marketing agencies charge $2,000-$5,000/month with 6-12 month contracts. Results vary wildly. Some deliver, many don't. And most focus on a mix of residential and commercial leads without specializing in either.

The Core Problem: Residential vs. Commercial

All of these platforms are built around homeowners searching for contractors. That means:

• One-time jobs with price-sensitive customers
• Shared leads where you compete with 3-5 other contractors
• Smaller ticket sizes with no repeat potential
• Customers shopping for the cheapest quote

Commercial clients - property managers, facility directors, business owners - work differently. They're not browsing Thumbtack. They need ongoing relationships with reliable contractors. One commercial contract can be worth 10 residential jobs, with repeat work built in.

But these decision-makers aren't on lead gen platforms. You have to reach them directly.

Where Maverick Fits

Maverick is done-for-you software powered by AI marketing agents that focuses exclusively on commercial clients. Our agents handle everything: scraping Google Maps for facilities in your target area, researching decision-makers across multiple sources, finding verified emails, writing personalized outreach, managing deliverability across 15+ inboxes, and delivering interested responses to you.

Leads respond directly to emails sent under your company's brand. They're interested in your services, not comparing five contractors from a lead platform.

The Comparison

Who Should Use What

Use HomeAdvisor/Thumbtack/Houzz if: You're focused on residential work, comfortable competing on price, and want volume over exclusivity.

Use a marketing agency if: You have $3K+/month budget, need broader marketing services (SEO, ads, website), and can commit to 6-12 months.

Use Maverick if: You want commercial contracts with property managers and facility directors, exclusive leads that respond to your brand, and predictable costs without long commitments.

Jonathan Michael

Founder, Maverick AI