Directory platforms (Angi, HomeStars, Houzz) rent the customer relationship — the cleanest "rented vs. owned" pitch

Synthesis claim: Directory platforms rent the customer relationship. A GC pays per shared lead, competes with 5-12 others for the same homeowner, and loses access the moment they cancel — often with a 12-month lock-in and a 35-50% early-termination fee.

Supporting evidence: Angi (NASDAQ: ANGI) revenue: $1.76B (2022, +9%), $1.36B (2023, -23.0%), $1.19B (2024, -12.8%) per SEC filings, Angi Form 8-K, Jan 7 2026: ~350 employee workforce reduction (12.5% of ~2,800), $70M–$80M expected annual savings, Contractor cost per booked customer through Angi can exceed $2,500 (Contractor Marketing Pros), Angi BBB complaints: 1,800+ in recent years; class actions alleging deceptive billing and lead misrepresentation, HomeStars BBB profile (Canada): pattern of fake leads, billing after cancellation, reviews held to subscription status.

Counter-evidence to weigh honestly: Several contractor-marketing agencies argue Angi and HomeStars still work for newer or rural contractors with limited organic reach. For a KW prospect genuinely in start-up mode, directory platforms may be a defensible 6-12 month bridge before SEO matures. Don't flatten that nuance in the sales narrative.

Candid asset to build: "Agency-managed vs. owned-stack" comparison page — one page, two columns, cost over 5 years, what happens when you leave, who owns the data.