How pest control leads work

How does an inquiry reach you?

In six steps. Steps two and three are the difference between an introduction and a bought lead.

1. Someone reads a page and fills in the form. From search, or from an AI assistant citing one of these pages. Nothing is gated, so the people who write in chose to, after reading.
2. A person qualifies it. What the problem is, where the property is, what kind of property, how urgent, and whether it is pest control work at all. If the honest answer is wildlife, a plumber or a structural engineer, they get that answer and no introduction is made.
3. We reply to the homeowner first. We answer what they asked and tell them what we can offer in their area, even when that is nothing. They are not handed to anyone yet.
4. We propose a named introduction, and they agree. One company, named, with the reason. No details move until they say yes to that company.
5. You receive it. Their description in their own words, the location, urgency, property type, and the household notes that change what you can apply.
6. Either side can tell us it went wrong. The homeowner if the introduction was poor. You if the inquiry was out of area, a duplicate, unreachable or not real. Both count as our mistake.

What would you receive, and why?

Each field is on the homeowner form for a reason.

• What they found, in their own words. The most useful field on the form. “Hard pellets on the sill, 1970s house on a crawl space” tells you more than any dropdown.
• Problem type. Their best guess, treated as a guess. “Something I have not identified” is a real option, so nobody guesses just to get past a required field.
• Property zip code. So you know whether you can serve it before anyone spends a call finding out.
• Property type. A multi-unit building is a different job with a different decision-maker.
• Urgency. Today or eight weeks out. “Researching” is an allowed and honest answer.
• Household notes. Children, pets, asthma, a beehive, a fish tank, vegetable beds. These change what may be applied and where. Finding out on the doorstep costs you the visit.
• How they found us. Optional. Without it, neither of us can say what any channel is worth.

What is not built yet?

You will find out anyway, and finding out later is worse.

• Matching is not live. No routing engine and no contracted network. When introductions start, they will be manual and few.
• Insurance checks. Before any introduction we would check state applicator license status and company identity from public records. Confirming insurance with carriers is not built yet.
• Outcome tracking. No introductions have been made, so there is no conversion rate to report.
• Pricing. Nothing is in place to charge for. We would rather agree what is fair than publish a rate card for a product that does not exist.
• Call tracking. Tracking numbers are not in place.

What would we measure?

Once there is anything to measure:

• The share of introductions that reached a real, reachable person.
• The share turned down by the receiving company, with the reason.
• Time from inquiry to first contact.
• The share where no introduction was right. We expect this share to matter, because some requests will be a sealing job or a different trade.
• Results by channel, which is why the optional “how did you find us” question is on every form.

The fourth one matters most. A platform paid to turn every inquiry into an introduction will make bad ones. Publishing the “no introduction was right” number keeps that in check. The lead quality standard sets out the rules, and how we vet covers the checks.