In the competitive home improvement industry, generating leads is only half the battle.
The real challenge? Turning those leads into actual consultations where contractors can assess projects and provide accurate quotes.
For years, Abode Services faced the same frustrations many contractors nationwide know too well: low show-rates, wasted time chasing unqualified leads, and constant worry about TCPA compliance.
Then they integrated Validiform’s lead validation technology into their marketing funnel. The results transformed their business: consultation show-rates jumped from 23% to 51%, the sales cycle dropped by 40%, and TCPA-related concerns essentially disappeared.
The Pre-Validation Challenge
Abode Services is a veteran-owned home improvement company specializing in roofing, windows, siding, and exterior work. Their reputation is built on quality and reliability—but their marketing was stuck in a frustrating cycle.
Here’s what the numbers showed:
- For every 100 leads generated, only 23 resulted in actual in-home consultations
- 34% of scheduled appointments were no-shows
- Sales teams spent 60% of their time chasing leads that went nowhere
The problem wasn’t demand—homeowners in their service area needed roofing, windows, and siding. The real challenge was lead quality and validation.
Where Leads Were Falling Apart
A closer look revealed several key breakdowns in the sales funnel:
- Immediate Drop-Off: Nearly 30% of form submissions had invalid phone numbers or email addresses. These leads were dead on arrival—but marketing still paid full price.
- Memory Gap: Even when sales reps called quickly, many homeowners didn’t remember filling out a form. Some became defensive, asking how Abode Services got their info.
- Intent Mismatch: Many leads were just browsing, submitting multiple forms, or had already chosen another contractor.
- Compliance Anxiety: Without clear documentation of consent, every call carried TCPA risk. Sales reps hesitated to follow up, even on legitimate leads.
The Validiform Integration
Abode Services integrated Validiform’s video validation technology directly into their lead capture across all marketing channels—website, landing pages, and paid ads. Implementation took less than a week—and the results were immediate.
Here’s how it works:
- A homeowner visits Abode Services’ website and requests a consultation.
- Validiform records their interaction, including:
- Services requested (roof replacement, window installation, siding repair, etc.)
- Contact info and project details
- Disclosures and consent language they read and acknowledge
- Explicit agreement to be contacted
- Timestamped video recording of the submission
- This creates a clear record of consent while dramatically improving lead quality.
Immediate Impact on Lead Quality
Within the first month:
- Valid Contact Info Soared: Leads with accurate phone numbers and emails jumped from 70% to 98%.
- Qualified Intent Increased: “Just browsing” leads largely disappeared. Homeowners who consented on video were genuinely interested.
- Memory Issues Vanished: Homeowners remembered submitting the form, creating a stronger mental commitment.
- Sales Team Confidence Grew: Reps could call without apologizing, knowing each homeowner expected their outreach.
The Show-Rate Revolution
Before Validiform:
- Lead-to-consultation conversion: 23%
- No-show rate: 34%
- Average time from lead to consultation: 4.2 days
After Validiform:
- Lead-to-consultation conversion: 51%
- No-show rate: 12%
- Average time from lead to consultation: 1.8 days
- Sales cycle from consultation to signed contract decreased by 40%
These weren’t small tweaks—they fundamentally changed how Abode Services converted marketing spend into actual projects.
The Sales Team Perspective
Sales reps finally had confidence in every lead. No more apologetic calls or defensive homeowners. One senior rep said:
“Before Validiform, I dreaded making calls. Now, every lead I call expects to hear from me. My close rate tripled because I’m focusing on real prospects instead of chasing dead leads.”
When sales reps had confidence in their leads, their performance improved dramatically.
The Customer Experience Improvement
Lead validation also improved homeowner experience, and before, homeowners felt caught off guard by calls—they couldn’t remember which forms they filled out.
With video validation:
- Homeowners know exactly what they agreed to
- Calls start on solid footing
- Trust is built from the very first interaction
Trust leads to:
- Accepting comprehensive solutions rather than just minimal fixes
- Referring friends and family
- Leaving positive reviews
- Returning for future projects
The TCPA Protection Layer
Beyond show-rates and efficiency, TCPA protection provides long-term peace of mind.
Every contractor risks costly TCPA claims. With Validiform’s video documentation, Abode Services can prove consent and avoid lawsuits before they even start.
The Competitive Advantage
Validated leads created several advantages:
- Faster Response: Confident reps act immediately, rather than hesitating.
- Better Conversion: High-quality leads + confident calls = higher close rates
- Stronger Reputation: Transparent, professional outreach earns trust and referrals
- Sustainable Growth: Scale confidently without increasing legal risk
The ROI Reality
Abode Services’ results show clear ROI:
Risk Reduction: TCPA protection prevents legal costs of $50k+ per incident.
Marketing Efficiency: Lead-to-customer conversion increased 122%, cutting acquisition costs nearly in half.
Sales Productivity: Sales reps spent 60% less time on dead leads, handling the same or higher volume.
Project Volume: Completed projects increased 87% year-over-year.
The Veteran-Owned Difference
Abode Services approaches everything with integrity, accountability, and excellence. Lead validation fits perfectly with these values:
“Implementing Validiform wasn’t just a business decision—it was a values decision. We serve our community with honesty, accountability, and commitment, and Validiform helps us live those values in every interaction.”
Scaling With Confidence
For contractors looking to grow sustainably, Abode Services’ success proves one thing: better leads, smarter marketing, and validated consent mean more revenue with less risk. Homeowners get reliable service, contractors get qualified leads, and everyone benefits.
Want better leads, faster conversions, and happier homeowners? Abode Services shows it works—and now it can work for you. Get your free estimate or explore the Validiform difference today.
The Future of Home Improvement Marketing
The industry is evolving. Contractors relying on bulk leads and hope will fall behind. Abode Services embraced lead validation early, positioning themselves for long-term success.
Lead validation isn’t just an expense—it’s an investment in efficiency, growth, and peace of mind.
For contractors serious about growing sustainably, the question isn’t if—it’s how quickly you can implement validated leads.