Do you remember when the internet was promoted as a whole new world of business exposure to customers? Did anyone think to mention at the time that would ultimately lead to a whole new world of exposure to competition? And did anyone consider just how fierce that competition could become?
The Inception of Internet Information
It all began with getting access to more information. That sure sounds like something beneficial – as long as someone else isn’t able to access your personal information.
For businesses it meant putting more information out there for potential customers to see.
That begged the question about whose information to trust. In 1995 Angie’s List came to the rescue with its subscription service of crowd-sourced reviews for home improvement lead generation. It was only logical to expect that the Angie’s List model would eventually be copied by others. (Not that AL is successful. After 10 years in business, it has yet to turn a profit – and it has suffered significant criticism for giving better reviews to its advertisers.)
Evolution of Competition
Henry Ford once said that “Competition is the keen, cutting edge of business.” Competition pushes us to improve our processes, products and services, including our methods of lead generation. That’s the bright side. On the dark side, it can drive people to sacrifice business and personal ethics in the name of achieving greater success.
In the fall of 2014, Amazon announced its launch of Amazon Home Services. AHS is built on a slightly different model, but you can almost be certain that the people at Angie’s List did not like the prospect of a competitor with the clout of an Amazon, which has a market cap of nearly $250 billion and an annual revenue of $95.8 billion.
Competition Can Breed Deception
Deception is not always a bad thing, but anyone with a moral compass and an ethics map knows when competition has gone too far in the wrong direction. That’s what Angie’s List is alleging that Amazon has done. Angie’s List has filed a complaint in U.S. District Court, alleging 11 different claims against Amazon, each of which essentially accuses Amazon of unscrupulous tactics.
In a nutshell, Angie’s List has accused Amazon of targeting its top-rated business by first, using Amazon employees to search the online list and then, “reaching out to those businesses to enlist them in the Amazon Home Services program.” The evidence seems pretty convincing, but Amazon is fighting back, alleging that Angie’s List was compiled in a similar way.
A Summation of the Situation
It is anyone’s guess how this will turn out or how long it will drag on. A likely scenario is for Amazon to drag out the litigation until Angie’s List cries, “Uncle!” Short of that, the much smaller plaintiff may want to practice slinging stones with a slingshot.
Home improvement lead generation should not be like a battle ground.
It should be like working a field to reap a harvest.
At least, that’s the way Keyword Connects looks at it. Keyword Connects goes out into the field, tills the ground and plants the seeds. When we find a potential customer legitimately ready to be harvested in your service area, we deliver them directly to you. No fussing. No fighting. Just good, old-fashioned hard work and cooperation.
We generate exclusive-to-you, qualified, home improvement business leads that have an historical conversion rate as high as 80%. Keyword Connects is not your competition. We are your proven, most reliable source of home improvement lead generation.
Contact us today. Let Keyword Connects show you how we can help you build your business with quality, qualified leads.
