You don't buy leads. You buy the calendar.

Pay per qualified appointment, with the media on us. Here's what counts, how it compares, and where it doesn't help.

The model

Pay per appointment means you pay for booked, qualified appointments rather than for leads, clicks, or a monthly retainer. A homeowner passes your trade's qualifier, picks a time, and confirms it. That is the unit you are billed for. If it doesn't meet the criteria agreed before launch, you don't pay for it.

There is no separate ad spend to approve. Media is on us, which means a campaign that underperforms costs us money before it costs you any.

What has to be true before it counts.

Five conditions. All of them agreed with you before a single campaign goes live, so nobody is arguing definitions later.

The homeowner passed the qualifier written for your trade, not a generic form.
They picked a time themselves and confirmed it.
They're inside the service area your crews actually drive to.
The screening happened before the record ever reached your office.
The criteria were agreed with you before launch, in writing, not defined after the fact.

Every model prices the same thing. Who carries the risk.

The differences between these aren't about channels. They're about who absorbs the cost of everyone who was never going to buy.

Comparison of contractor marketing pricing models
Model	What you buy	Risk sits with	Failure mode
Shared leads	A contact record, sold to several contractors at once	You	You race three competitors to the phone and win on speed, then discount to close
Exclusive pay-per-lead	A contact record only you receive	You	Exclusive doesn't mean interested. You still pay for the ones who never answer
Retainer agency	Hours and deliverables, plus your own ad budget on top	You	The invoice is identical in a good month and a dead one
Hiring in-house	A salary, and the ramp time before it produces	You	Real fixed cost against demand that isn't fixed
Pay per qualified appointmentWhat we do	A confirmed appointment with a screened homeowner	Us	Only works if your crews and sales floor can absorb the volume

$64,000

The first appointment we ever issued Arthur Garcia closed as a $64,000 project. One appointment, one signed job.

Read the case study

“We're adding staff because of the amount of new customers and new projects.”
Arthur Garcia · Owner, Aquatic Pools and Spas
Bradley Johnson signed 4 jobs in his first 4 weeks. Both of them were paying per appointment, which means neither was paying for the homeowners who didn't book.

What this model doesn't fix.

Shifting the risk to us changes who pays for a bad month. It doesn't change what happens after the homeowner opens the door.

It doesn't fix a close rate
More appointments in front of a sales process that isn't working produces more losses, faster. That's why sales training runs alongside this rather than after it.
It doesn't fix capacity
15 to 25 qualified appointments a month is real volume. If your crews can't field the work, we create chaos instead of revenue, and we'd rather say so on the call than six weeks in.
It isn't instant compounding
Paid appointments start inside the first week. The organic layers, SEO and AEO, take 3 to 6 months. Both run together on purpose, but only one of them is fast.

Straight answers on the model.

What is pay per appointment marketing?: A pricing model where a contractor pays for booked, qualified appointments instead of for leads, clicks, or a monthly retainer. The billable unit is a homeowner who passed the qualifier, chose a time, and confirmed it. Appointments that don't meet the criteria agreed before launch aren't billed.
What exactly counts as a qualified appointment?: A homeowner who passed your trade's qualifier, picked a time, and confirmed, inside the service area your crews actually cover. The screening happens before the record reaches your office, so your team's day goes to people ready to talk about a project rather than to voicemail tag. The criteria are agreed with you before launch.
How is this different from buying leads?: A lead is a contact record. It may be shared with three of your competitors, and it may be someone who filled a form and moved on. An appointment is a confirmed time with a screened homeowner. The difference is who absorbs the cost of everyone in between, and under this model that's us.
Do I still have to pay for ad spend?: No. There's no separate media budget to approve; media is on us. A campaign that underperforms costs us before it costs you, which is the whole point of putting the risk on this side of the table.
What happens if an appointment doesn't show up?: You're billed for qualified appointments that show. No-shows are our problem to solve, which is why reminder timing and confirmation sequencing get tuned continuously rather than set once.
What does it cost?: It's scoped around your market, the appointment volume you can absorb, and your sales capacity, so there's no list price that would be honest to publish. The short application gives us enough to walk the actual plan on a 15-minute call.
How many appointments should I expect?: 15 to 25 qualified appointments a month, matched to what your crews can actually run. We'd rather set that number to your capacity than to the biggest figure you'd agree to.
How fast do appointments start?: Meta campaigns launch within 48 hours of kickoff, with Google LSA and PPC beside them. Database reactivation starts working your existing list on day one, so the first appointments often come from contacts you already paid for once while the paid channels ramp.
Is there a catch to the risk sitting on your side?: Two, and both are stated up front. We only take one contractor per trade, per market, so the model depends on picking partners who can actually convert what we send. And it only works on a business that's already functioning, with crews in the field and someone who sells. We turn down more applications than we sign for exactly this reason.
What if my sales floor can't close them?: Then more appointments make the problem worse and both of us lose. In-home sales training runs beside the appointment engine rather than as an upsell afterwards, because the close rate is half of what decides whether any of this pays.

Find out what your market would carry.

Fifteen minutes, and the criteria get set before anything launches. One contractor per trade, per market, so the first thing we check is whether yours is open.

Check if your market's open See how the appointment engine runs

Every model prices the same thing. Who carries the risk.

The differences between these aren't about channels. They're about who absorbs the cost of everyone who was never going to buy.

Comparison of contractor marketing pricing models
Model	What you buy	Risk sits with	Failure mode
Shared leads	A contact record, sold to several contractors at once	You	You race three competitors to the phone and win on speed, then discount to close
Exclusive pay-per-lead	A contact record only you receive	You	Exclusive doesn't mean interested. You still pay for the ones who never answer
Retainer agency	Hours and deliverables, plus your own ad budget on top	You	The invoice is identical in a good month and a dead one
Hiring in-house	A salary, and the ramp time before it produces	You	Real fixed cost against demand that isn't fixed
Pay per qualified appointmentWhat we do	A confirmed appointment with a screened homeowner	Us	Only works if your crews and sales floor can absorb the volume

What this model doesn't fix.

Shifting the risk to us changes who pays for a bad month. It doesn't change what happens after the homeowner opens the door.

It doesn't fix a close rate

More appointments in front of a sales process that isn't working produces more losses, faster. That's why sales training runs alongside this rather than after it.

It doesn't fix capacity

15 to 25 qualified appointments a month is real volume. If your crews can't field the work, we create chaos instead of revenue, and we'd rather say so on the call than six weeks in.

It isn't instant compounding

Paid appointments start inside the first week. The organic layers, SEO and AEO, take 3 to 6 months. Both run together on purpose, but only one of them is fast.

Straight answers on the model.

What is pay per appointment marketing?

A pricing model where a contractor pays for booked, qualified appointments instead of for leads, clicks, or a monthly retainer. The billable unit is a homeowner who passed the qualifier, chose a time, and confirmed it. Appointments that don't meet the criteria agreed before launch aren't billed.

What exactly counts as a qualified appointment?

A homeowner who passed your trade's qualifier, picked a time, and confirmed, inside the service area your crews actually cover. The screening happens before the record reaches your office, so your team's day goes to people ready to talk about a project rather than to voicemail tag. The criteria are agreed with you before launch.

How is this different from buying leads?

A lead is a contact record. It may be shared with three of your competitors, and it may be someone who filled a form and moved on. An appointment is a confirmed time with a screened homeowner. The difference is who absorbs the cost of everyone in between, and under this model that's us.

Do I still have to pay for ad spend?

No. There's no separate media budget to approve; media is on us. A campaign that underperforms costs us before it costs you, which is the whole point of putting the risk on this side of the table.

What happens if an appointment doesn't show up?

You're billed for qualified appointments that show. No-shows are our problem to solve, which is why reminder timing and confirmation sequencing get tuned continuously rather than set once.

What does it cost?

It's scoped around your market, the appointment volume you can absorb, and your sales capacity, so there's no list price that would be honest to publish. The short application gives us enough to walk the actual plan on a 15-minute call.

How many appointments should I expect?

15 to 25 qualified appointments a month, matched to what your crews can actually run. We'd rather set that number to your capacity than to the biggest figure you'd agree to.

How fast do appointments start?

Meta campaigns launch within 48 hours of kickoff, with Google LSA and PPC beside them. Database reactivation starts working your existing list on day one, so the first appointments often come from contacts you already paid for once while the paid channels ramp.

Is there a catch to the risk sitting on your side?

Two, and both are stated up front. We only take one contractor per trade, per market, so the model depends on picking partners who can actually convert what we send. And it only works on a business that's already functioning, with crews in the field and someone who sells. We turn down more applications than we sign for exactly this reason.

What if my sales floor can't close them?

Then more appointments make the problem worse and both of us lose. In-home sales training runs beside the appointment engine rather than as an upsell afterwards, because the close rate is half of what decides whether any of this pays.