Alignment
- Business
- Expectations
- Goals
- Proposal
- Launch timeline and IO
Modernize
Product Fit Diagnostic
Step 1 of 5
A diagnostic, not a pitch
Find what actually works for your business.
We have over a thousand contractors who consistently win with our products — and it's never an accident. It comes down to mindset, discipline, and infrastructure. This tool helps us figure out, together, whether we're a fit and which products to consider.
A doctor doesn't recommend surgery without asking questions. The more we get to ask, the more precise the diagnosis. You pick the depth.
$3B+
Partner revenue
8M+
Homeowner inquiries
29+
Trades supported
8
Products evaluated
Anytime
You can customize things
More stats ⌄
’99
Founded
’20
Acquired Modernize
SF + ATX
Headquarters
QNST
Ticker
$1.1B
Annual Revenue
Choose your depth
All three paths give you a recommendation. The difference is how confident we can be that it's the right one.
2 min
Quick scan
~50%
recommendation confidence
3 questions
Directional read. Good if you're just curious or pressed for time. We'll point you at the most likely fit, but with caveats.
Rough fit only
Single product suggestion
No red-flag analysis
Most popular
5 min
Standard
~75%
recommendation confidence
8 questions
Solid baseline. We'll understand your operation well enough to make a real recommendation with reasoning and tradeoffs.
Ranked recommendations
Reasoning + benchmarks
Key red flags surfaced
12 min
Deep dive
~90%
recommendation confidence
15 questions
High-resolution view. We'll understand your funnel, infrastructure, and goals well enough to recommend with conviction — including when not to buy.
Complete diagnostic
Multi-product fit analysis
Honest "don't buy" calls
OUR PARTNERS
Built to scale great brands.
How this works
A blueprint, not a brochure.
Most of our products aren't right for most contractors most of the time. That's the truth, and it's why we built this. Here's the logic underneath.
Step 01 — Trade selection
Pick the trades you serve. Some products aren't available in every trade — for example, we don't have lead volume yet in newer trades like fences or pavers, so transfers and appointments aren't on the table for those.
Step 02 — Discovery
A series of questions about your current process, infrastructure, KPIs, and goals. We ask once, applied across all your trades — because mindset and infrastructure don't change much by trade.
Step 03 — Recommendation
You'll get a ranked recommendation with a confidence score, the reasoning behind it, what you'd need to succeed, and any red flags worth knowing about. If the answer is "this isn't a fit yet," we'll tell you that too.
Step 04 — Take it with you
Download a one-page summary capturing what you shared, what we recommend, and the benchmarks to expect. Share it internally or come back to it.
Step 01 — Trades
Which trades does your company serve?
Select all that apply. Many of our best contractors run three or four trades — that's perfectly normal. We'll tailor the diagnostic to what's available across your selections.
Step 02 — Markets
Where do you operate?
Select the states you cover, then pick the specific markets within each. Many of our top contractors run across 5–15 markets.
Choose your states
Select one or more states above to see available markets.
Step 03 — Your opportunity
Here's what we see in your markets.
—
Estimated annual revenue opportunity
$0
≈ $0 / month
Directional estimate based on Modernize's natural homeowner demand in your selected markets and blended best-practice conversion benchmarks. Actual results vary by execution.
Available leads
0
/ month across your trades
Set appointments
0
/ month at 18% set rate
In-home demos
0
/ month at 70% demo rate
Closed jobs
0
/ month at 30% close rate
Avg job size
$0
weighted across your trades
These numbers reflect what's available. Whether you actually capture them depends on your operation — your mindset, discipline, and infrastructure. That's what we're going to figure out next.
Diagnostic complete
Here's what we'd recommend.
Recommendation confidence
0%
Based on your answers.
Diagnostic depth
—
Next step
Now calculate the right CPL for your operation
You\'ve seen what's available in your markets and which products fit. Right Pricing is the interactive calculator that takes your budget, your CoM target, and your conversion math — and tells you what one lead is actually worth to you.
Behind the scenes
How Modernize Works
Modernize is a homeowner-to-contractor matchmaking engine running across the entire customer journey — from a homeowner's first online search through installation. Here's what's happening behind the curtain.
Our brands
50
All U.S. states covered
50M+
Annual Visitors
8M+
Homeowner inquiries
6
Core brands
56
Total sites
Two-sided platform
How Modernize works for both sides of the home services market
A great match requires both parties to win. Modernize delivers a focused, confidence-building experience to the homeowner — and a high-intent, ready-to-act customer to the contractor.
For homeowners
We inspire.
From the first Google search to the moment they pick a contractor, Modernize is there with research tools, brand comparisons, real reviews, and warm introductions to vetted local pros. We turn an overwhelming decision into a confident one.
01
Inspire
Project ideas, design trends, real-home transformations
02
Educate
Cost calculators, brand guides, financing options, FAQs
03
Empower
Real Best Company reviews, side-by-side comparisons, transparency
04
Match
7-point qualification, then connected to local vetted pros
For contractors
We deliver.
High-intent homeowners arrive at your team ready to talk — verified, qualified, and matched to your trade and service area. Plus the products and tools you need to turn those opportunities into installed revenue.
01
Deliver
High-intent leads, calls, transfers, and appointments at your door
02
Qualify
Pre-vetted for project, homeownership, timeline, and TCPA consent
03
Equip
360 Finance, sales tools, branded programs, and revenue scaffolding
04
Scale
Dedicated partnership team to grow your account year over year
The homeowner journey
From inquiry to install — what the homeowner experiences
A homeowner doesn't wake up looking for "leads." They wake up with a problem — a roof leaking, an HVAC that quit, a kitchen they've stared at for too long. Modernize meets them there, qualifies them, and hands them off to you ready to act.
What makes it work
Three things have to be true on your side
We've worked with over a thousand contractors. The ones who consistently win share three traits, in this order:
1
Mindset
Belief that this can work. Patience to let it bake. Discipline to follow the playbook. Pro forma alignment with leadership. Weekly meetings to review and adjust. A 90-day commitment minimum.
If you don't believe it'll work, every challenge becomes confirmation you were right. If you believe it will, every challenge becomes a problem to solve.
2
Discipline
Speed-to-lead under 30 seconds. Documented contact sequence — multiple calls, voicemails, texts, emails across a week or two. Performance-based agent incentives on appointments and demos. Confirmation calls before reps run jobs.
Working leads is like solving a Rubik's cube. Once you decode the pattern, you can't unsee it. Then it's just scale.
3
Infrastructure
CRM with API integration to receive leads. Phone integration with click-to-dial. SMS and email auto-nurture campaigns. Dedicated phone line without an IVR. A data feedback loop to optimize over time.
You can make leads work on a Playboy desk with a rotary phone — to a point. Infrastructure unlocks scale, not the work itself.
Ready to see what works for your business?
The product suite
Eight products, one playbook
Every Modernize product solves a specific problem in the homeowner-to-installed-revenue flow. Pick what fits your operation — or talk to your account team about combining several.
Not sure which products fit your business?
What success looks like
Partnerships Built the Right Way
The best outcomes are rarely the result of a single lead source or a single tactic. They come from shared goals, clear communication, strong operating rhythm, and a structure that gets sharper over time.
Pillar one
Alignment
Success starts with both sides understanding what we're trying to accomplish, how we'll measure it, and what it will take operationally to make it work.
Pillar two
Discipline
The strongest partnerships stay close to the data, communicate consistently, and make decisions quickly as real performance starts to show up.
Pillar three
Iteration
The end goal is not just to launch. It is to create a repeatable growth engine that can expand intelligently as confidence and performance improve.
General roadmap
From partnership structuring through phase 1.
This is the typical rhythm we see in successful launches. The exact timing may vary, but the sequence matters: align first, launch carefully, learn fast, and then scale from a stronger baseline.
Set-up
- Intro account manager
- Onboarding
- Profile set-up
- CRM integration
- Schedule weekly calls
- Test lead and launch
First 30
- Work leads
- Dial in reporting
- Regular calls with AM to discuss performance
- Industry best practices
Month 2-3
- Feedback and analytics
- Optimization across geos, volume, trades, and sources
90+ Days
- Iterate on feedback
- Quarterly review
- Keep tracking KPIs and relevant goal changes
- Scale the campaign into phase 2
The pillars of every successful partnership
What success actually looks like.
These are the conditions we consistently see when a contractor gets the most out of Modernize. None of them are random. Together, they create the operating environment that makes growth sustainable.
Goals
A deep and multifaceted understanding of your goals, with active and strategic participation in the discussion around what success really needs to produce.
Relationship
A strong relationship with the real decision makers and executive stakeholders so alignment, trust, and fast decisions can happen when performance data starts coming in.
Best Practices
A quality lead-nurturing process and supporting tech stack that gives your team the best chance to turn homeowner inquiries into scheduled appointments and revenue.
Data
Quality and frequency of data feedback loops, plus the ability to analyze that data well enough to turn it into action rather than noise.
Communication
High-quality, high-frequency communication between teams so learnings move quickly and issues are solved before they become performance problems.
Growth
Progressive and consistent growth. The best partnerships scale in a measured way, with the confidence to increase investment only when the foundation is there.
KPIs
A shared focus on top- and bottom-funnel metrics like contact rate, set rate, demo rate, and close rate so the math behind the program stays grounded in reality.
QBRs
Consistent and productive quarterly business reviews with key stakeholders and executive leaders to stay aligned, evaluate progress, and map the next phase.
Great partnerships compound.
When goals are clear, communication is strong, and the data is tight, the program gets better over time. That is when a campaign stops feeling transactional and starts behaving like a real growth channel.
Lead generation channels
Modernize is everywhere
We meet homeowners wherever they're searching. Across paid search, SEO, partner sites, social, email, and white-labeled properties — Modernize's marketing engine generates millions of homeowner inquiries every year.
73
Marketing professionals
7
Core brands
46
Websites
50M+
Annual visitors
The architecture
One campaign. Hundreds of sources. Seven channels. Eight pricing tiers.
From your perspective, everything comes from Modernize. Under the hood, our owned brand portfolio, source-level tracking, and channel architecture create the infrastructure that lets us learn, optimize, and re-price at the source level over time.
Layer 01
Modernize
One campaign · One partnership
Vast network
Vast network
Layer 02
Our Brands
The broader brand family expands our reach, lets us speak to homeowners in different contexts, and helps us capture intent across a wider footprint.
Layer 03
Hundreds of Sources (bucketed into seven channels)
Individual ads, keywords, placements, partner sites, and property pages — each have their own unique ID, lineage, and performance signal — are bucketed into seven channels: SEM, Native, O+O, Organic & SEO, Publishers, Social, and Call Center.
SEM
Native
O+O
Organic/SEO
Publishers
Call Center
Layer 04
8 Tiers of Pricing
We collect performance data from clients, re-engineer pricing per source, and bucket those source-level adjustments into broader tier categories.
The seven channels
The channels we operate
Click any channel below to see how it works and example ad creative.
Data Feedback Loop
Your data turns sources into intelligence.
When you send Modernize disposition data — set, demo, sold, job size — we tag every lead back to its source. That signal tells us which sources convert for your business in your markets, and feeds the Right Pricing engine that re-tiers sources up, down, or off entirely. The loop is how the same partnership keeps getting smarter year over year.
Operating principle
If we can’t measure it, we can’t manage it.
What you send us
Reporting requirements
Required fields
- Modernize Lead ID and/or homeowner phone number
- Appointment (Y/N)
- Demo occurred (Y/N)
- Sold (Y/N)
- Net Job Sold ($)
Nice-to-have
- Date of appointment
- Sold date
- Job size detail
- Disposition notes
What we do with it
From raw data to tier adjustments
- Tag every lead back to its specific source
- Score source performance for your business in your markets
- Re-tier winning sources up, losing sources down or off
- Recalibrate CPL via Right Pricing to match performance
- Deliver an improved lead mix in the next billing cycle
Example data set
What a week of reporting looks like
Row-level lead data — Lead ID, Market, Trade, Set/Demo flags, gross and net sale, disposition. This is what your team uploads weekly. It’s how every source earns or loses its place in your mix.
| Date | Lead ID | Market | Trade | Set | Demo | Gross Sale | Net Sale | Disposition |
|---|---|---|---|---|---|---|---|---|
| 3/14/2022 | 72118468031 | Spokane | Siding | 1 | 0 | — | — | Canceled |
| 3/14/2022 | 72041590431 | San Diego | Roofing | 1 | 1 | $9,460.00 | — | Pitch No Sale |
| 3/14/2022 | 71940313831 | San Diego | Windows | 0 | 0 | — | — | Not Qualified |
| 3/14/2022 | 71877584531 | Denver | Windows | 0 | 0 | — | — | No Answer |
| 3/14/2022 | 72116412331 | Minneapolis | Roofing | 0 | 0 | — | — | Working |
| 3/14/2022 | 71974468831 | Yakima | Roofing | 1 | 1 | $16,127.00 | — | Sale Pending |
| 3/14/2022 | 72048451031 | Portland | Bath | 1 | 0 | — | — | Credit Reject |
| 3/14/2022 | 72099548831 | Portland | Bath | 1 | 1 | $12,347.00 | $12,347.00 | Job Complete |
Where it all lands
The loop ends at Right Pricing
DFL signal feeds the Right Pricing model. Every tier adjustment, every CPL recalibration, every source-on/source-off decision — it all flows back through the math that protects your CoM. Curious how the math works?
