HomeAdvisor™ charges almost $300 per year for the basic service. Each of the leads sent to the contractors generate a variable fee, usually between $15 and $60+ per contractor and per lead. If you do the math and use an average rate of $30 per lead and an average of five contractors, Home Advisor™ generates $150 for the free service provided to the single prospective customer for the match. If a typical contractor receives 12 leads per month, they could conceptually pay $360 for these leads plus $25 of the prorated annual fee. That adds up to $4,620 per year. And paying for leads does not guarantee any revenue, just the opportunity to be introduced to the prospective customer. In fact, even if the customer is just window shopping for prices or trying to determine how much she’s saving by having her husband do the job, the non-refundable fee is charged to the contractor’s credit card.