A Web Of Customers

Several recently launched home services websites may provide an opportunity for PCOs to find new customers by using the Internet. Not unlike the Yellow Pages, home services websites work by matching up homeowners in need of a particular service with contractors in their area.

But that’s where any similarities to the Yellow Pages end. These sites, because of their web-driven capabilities, allow significant options to PCOs, including content-rich company listings that can be updated instantaneously, the ability to make competing bids and proposals to customers shopping for services, and the option of online scheduling and payment for service.

Here’s how it works in most cases: An Internet-savvy consumer sees ants in his or her kitchen. Rather than pick up the Yellow Pages to call a pest control company, the homeowner logs on to a home services website, selects the "pest control" category, fills out an online application/job request and is presented with a list of pest management providers in the area. Then, depending on the site, he or she can research the pest control company and contact them directly or submit a request for bids and select the bid that is most appealing.

A few pest control operations have already developed e-commerce frameworks that allow online customer scheduling. Last year, Florida-based Middleton Pest Control launched a website that allows customers to schedule services online. In January, Service-Master, the parent company of Terminix, announced the launch of WeServeHomes.com, which allows consumers to research and schedule service online from one of ServiceMaster’s subsidiaries, including Terminix.

However, many PCOs don’t have the time, money or resources to launch an e-commerce-capable website. Further, few pest control companies have the marketing muscle of many of the home services websites, many of which are backed by significant amounts of venture capital.

As a result, home services websites can offer contractors a relatively low- cost way to take advantage of e-commerce and present another option for new customers from the growing community of Internet shoppers. Many sites allow PCOs to be listed and gain customers free of charge while the sites build value and traffic. But many say they will be implementing a fee structure sometime late this year. The sites are considering a variety of pricing options including charging a percentage of each job scheduled through the website or charging a flat participation fee.

While these new websites may present an economical way for pest control operators to find new customers, like any marketing vehicle, they must be constantly critically reviewed based on how much new business they generate.

Ron Dawson, Jr., owner, Dallas Fort Worth Pest Control, Garland, Texas, has his company listed on several of the new home services sites. "I haven’t been real excited about the quality of the leads we get. At this point, the closing ratio has not been nearly as strong as those from the Yellow Pages or even our own website," Dawson says.

When the sites he is listed on starts to charge a fee for participation, Dawson says he will reevaluate his presence on them based on the quality of the leads. "If the quality of the leads improves as the sites grow, then I’ll stick with them," Dawson says.

Only time will tell what sites prove to be winners in generating traffic and new business for your pest control company.

HOME SERVICE SITES. The following is a sampling of some home services websites that offer pest control as a service. Basic information has been provided and many of the sites provide more detailed information online.

• Basics: Provides a full-page business profile for pest control companies that are listed on the site. Profiles include year company was founded, license number, insurance, legal background check, etc. Service professional can also post an instant online discount coupon. "What differentiates us is that we don’t get involved in any transactions. We leave the empowerment to the consumers. We present them with all the information they would ever need about a certain company and then it is up to the consumer to contact a certain company," said Steven Brodsky, founder and CEO

• Process: Homeowners select desired service, enter ZIP code and are provided with a list of PCOs in their area.

• Pricing: Currently free of charge, although plans to implement fee structure in near future. Will charge for premium listings (top spots on list) by geographical area. Fee will probably be in $500 to $600 range.

• Contact: PCOs can register their company online at www.click4.com, or via phone at 877/CLICK4X (254-2549) for more information.

• Basics: Launched in October 1999, eFrenzy.com provides an online marketplace and reverse auction for matching buyers and sellers. Also provides consumer information, such as buying tips, seller profiles (including qualifications, licenses, association memberships, etc.) and other decision-support tools.

• Process: Homeowners/shoppers post service requests by filling out an online form. eFrenzy then matches up homeowners with its database of service providers/sellers in the area. Service providers can then decide if they want to bid on the job, and can submit a bid that is sent to homeowner. Homeowner then selects service company to contract with.

• Pricing: Currently free of charge to participate. Pricing options will be implemented once site traffic is developed to significant level. Considering both subscription and percentage-of-sale fees.

• Contact: PCOs can register online and get more information about the site at www.efrenzy.com.

• Basics: Launched last January, this website provides homeowners with a broad range of service providers, including pest control.

• Process: Homeowner selects the category for which they need services. They complete and submit and online questionnaire that is sent to appropriate service providers. Service providers interested in the client provide a bid that is sent to FindGoodHelp.com and can only be viewed by the prospective client. Upon selecting a service provider, the website sends the prospects contact information to the PCO who can then follow up to schedule service.

• Pricing: Participation is free at present. Pricing structure will be implemented in the future, then PCOs can expect to pay a subscription fee, which will range from $25 to $125 depending on type of subscription. Can also purchase service a la carte at $5 per lead. Through a personalized account the PCO can review job leads, complete and submit estimates.

• Contact: PCOs can register online at www.findgoodhelp.com, or call 800/380-0407 for more information.

• Basics: Launched in February, this site is currently limited to Atlanta, Orlando, Tampa-St. Petersburg and the following North Carolina markets: Raleigh/Durham, Chapel Hill, Greensboro, Winston-Salem, High Point and Charlotte. The company says it also plans expansion to Seattle, Boston and Washington D.C. in the next several months. Company reports it currently has 29 PCO member companies.

• Process: Homeowner registers their vital information (name, address, home type/size, etc.) then clicks to request a quote for pest control service. Request is sent via hometodo.com to its pest control service providers, which then can bid on the job and provide company information. The bids, in turn, are then sent to the homeowner, who then selects a company. The info is then sent to the selected pest control company, which can follow-up.

Also moving into offline areas, such as toll-free lines for customers not comfortable using online service.

• Pricing: No initial subscription fee. PCOs pay HomeToDo.com 5 percent of job scheduled through the service. PCOs pay the site a flat $25 fee for any repeated routine service (monthly or quarterly service) booked through the site. Fee charged when job completed.

• Contact: PCOs can apply online at hometodo.com or contact via phone at 800/539-ToDo (8636).

• Basics: Launched in November 1998, receives 1.8 million unique users per month — the 338th most visited site on the web according to PC Data, a web tracking firm.

• Process: Consumers online select the type of service they need, fill out basic information about their problem, register with their pertinent information and are presented with a number of local PCOs for quotes. Lead is forwarded to participating PCO via e-mail or fax, then PCO is responsible to follow up with homeowner.

• Pricing: At present the service is free for participating merchants. Although company officials say that after an as-of-yet-undetermined introductory period, a pricing structure will be put in place and participating merchants will be notified of the plan and given the option to continue participation or opt out.

• Contact: www.imandi.com, prospective PCOs can register online or contact Imandi.com via phone at 425/881-3500.

• Basics: Launched in March 1999, this site uses a web-based 24-hour schedule and dispatch system that allows customers find a PCO in their area, schedule the service and pay for the service.

• Process: Consumers select a service they need, set an appointment type with two preferred dates and times and enter demographic information. Then JoeFixIt.com finds a local pest control operator that’s part of their network, schedules an appointment and sends the customer confirmation.

• Pricing: Pricing structure based on the level of participation, the number of orders successfully complete and the service coverage areas selected.

• Contact: www.joefixit.com or call 877/563-1010.

OurHouse.com

• Basics: Founded in May 1999 and affiliated with Ace Hardware. In addition to offering online home services, site also sells home improvement products and provides how-to information.

• Process: Homeowner types in ZIP code and is presented with a menu of the home services available in their area. Homeowner can then select service needed and is provided with a service provider that is allied with the site. Customer can schedule service online with that provider. A unique feature is that site is also placed on kiosks called "Home Solution Stations," whereby homeowners and customers visiting an Ace Hardware can access the database of service providers and request service online. This gives a retail presence to pest control companies participating with the site.

• Pricing: Pricing structure dependent on contract basis.

• Contact: www.ourhouse.com, or call 800/425-Serv (7378).

• Basics: Founded last year, offers a wide array of services from carpet and floor cleaning to catering, including pest control.

• Process: Customer enters job request on website and fills out a customer profile. Customer profile and job request is forwarded to member service provider in that area. Service provider can then decide whether or not to accept job.

• Pricing: Currently free. Will be moving to pricing structure within next three to six months at which point a one percent charge will be levied per transaction.

• Contact: www.servicelane.com or call 877/386-3848.

• Basics: Matches consumers to more than 485 home services, including pest control. Currently operating in 20 markets in the U.S.; the site will expand to an additional 15 cities by fall.

• Process: Using ServiceMagic’s website, consumers define their needs and connect them with a PCO by the next business day.

• Pricing: $20 per month to become a member. Once you’re a member, you only get charged for the jobs you win. This fee is based on a sliding scale ranging from 7 percent for smaller jobs down to 2 percent on jobs more than $25,000 (with a maximum fee of $949).

• Contact: www.servicemagic.com, or 877/699-4736.

The author is editorial director of PCT’s website, www.pctonline.com. He can be reached at ssmith@pctonline.com.