We don't sell leads. We deliver booked work.
For contractors
Run your trade. We run the routing.
Groundwell is the network independent fence, HVAC, deck, and roofing contractors join to buy one-buyer-per-lead source volume. The router scores every inbound against your service category, ZIP, current job-board load, and review history — and writes one RoutedLead row to a single contractor. No auction, no shared leads, no countdown timer.
Stripe-billed · monthly subscription + per-routed-lead performance fee · cancel any time.
Who this is for
Four trades. One specialist lane per trade.
Groundwell runs fence, HVAC, deck, and roofing as four separate routing passes — not a single generic home-services lane. Specialization is the first cut; if your category is one of the four, the engine is built for it.
Privacy fence, pool-code, chain-link replacement, and ornamental iron. Permit-led work in a ZIP-bound category — the lane aggregators do not run as a specialty.
Same-day service calls, seasonal tune-ups, replacement quotes. Capacity flips with weather and a night-time on-call rotation — routing has to score all of that, not just ZIP.
Composite and pressure-treated builds, code-compliant footings, and resurfacing of older structures. Permit-led, multi-week jobs — a route that is wrong about capacity costs you the whole project.
Replacement, repair, and storm-damage response. Storm windows spike routing volume ten-fold in a few hours — surge capacity and storm-aware lead caps are the difference.
How routing & ranking works
Four steps. One RoutedLead row.
Every inbound runs the same pass. The router scores against live signals, picks one pro, and writes a single row. No second buyer is invited; the performance fee is billed against that single row.
- 01
Intake scored against ZIP + service category
Every form submission is parsed for the homeowner entry (ZIP, request details, source page) and matched against your posted service area and your declared category. Generic "outdoor services" requests never enter the fence lane; a fence request never competes with a deck build in the same router pass. Specialty is the first cut.
- 02
Capacity check against your current job board
The router reads your live job-board load (or, on Bronze, your operator-declared weekly cap) and your 'taking new jobs' flag. A crew with three open jobs routes the next lead to the open crew in your ZIP instead. The flag the router sees is per-day capacity, not a yes/no switch.
- 03
Ranking by review recency, license, and close-rate
Among the contractors in the ZIP who pass the capacity filter, the router scores live signals: Google Maps and BBB review history weighted for the last 24 months, an active state contractor license where required, general liability and workers comp on file, and your 90-day close-rate from the audit log. The highest score wins. Ties split by ZIP proximity.
- 04
One-buyer assignment, single RoutedLead row written
The router writes one RoutedLead row tied to the homeowner, the routed contractor, and the source page. No second buyer is invited. The performance fee is billed against that single row when the job status flips to closed, and refunded automatically if you mark the lead unworkable inside 14 days.
What a routed lead looks like
One row. No auction. No second buyer.
The shape of a routed lead as it lands in the audit log. Purely illustrative — the real version carries the homeowner contact (held until the pro accepts) and the routing timestamp.
- Contact unlocked the moment you accept.
- Marked unworkable inside 14 days, the performance fee is refunded.
- Close-rate feeds back into your router score next month.
RoutedLead · sample row
- Name
- Homeowner
- ZIP
- 78704
- Request
- 180 ft cedar privacy fence, two 4-ft gates
- Source
- /fence-installation · Austin
- Status
- Routed
- Routed to
- Groundwell Fence Co. — Austin · Silver tier
- Distance
- Service area match · 4.2 mi
The homeowner contact (name, phone, email) is held until you accept. The audit log records accept time, contact reveal time, status flips, and your close — every change is auditable.
FAQ
Before you switch off shared leads.
The questions contractors ask before they join the network. If something isn't here, write to operations and we will answer the same day.
Next step
Create your contractor account.
Pick a tier at sign-up — Bronze, Silver, or Gold. We provision your contractor profile, load your service area and capacity, and stand up the routing graph. The first routed lead is the milestone that matters.
Every tier includes
- One buyer per routed lead — billed on the close, not the click.
- Capacity-aware routing against your live job-board load.
- Audit log and Stripe per-lead receipts, itemized per row.