Investigative Report — Independent Trades
The Yelp Tax: How Shared Directory Leads Drain Contractor Profits.
Directories don't sell you a customer. They sell you a chance to race three other businesses to the same phone number. Here's what that costs over three years.
Run your own three-year figures
Monthly ad spend$600/mo
Cost per lead$75/lead
That buys about 8 shared leads a month — each one also sent to up to 3 competitors.
Yelp / Angi over 3 years
$21,600
$600/mo × 36 months
Get Booked Studio over 3 years
$2,259–$3,564
$495 buyout + optional $49/mo care, or $0 + $99/mo subscription
Difference vs. Buyout + Care
$19,341
$18,036 vs. Subscription
One customer. Four businesses. One winner.
- 01
A homeowner submits one request
"Need a mobile detailer this Saturday."
- 02
The directory sells it 4 times
You and up to 3 competitors each pay for the same lead.
- 03
Everyone races to call
The homeowner gets four calls in ten minutes and answers one.
- 04
Three of you paid for nothing
Lose the race and the lead fee is still charged.
Renting vs. owning
| The Claim | Renting from Yelp / Angi | Owning Your Digital Storefront |
|---|---|---|
| Who gets the lead | Sold to you and up to 3 competitors at once | Customers call only you |
| Monthly cost | $300–$2,500 in ad spend, forever | $99/month subscription or $495 buyout |
| Cost per lead | $40–$150 per shared lead | $0 — every call is direct |
| Your web address | Rented profile, gone when you stop paying | You own your .com |
| Customer list | The directory keeps the relationship | You keep every contact |
| Contract | Annual ad commitments common | Month to month, 14-day notice |