Affiliate marketing keeps growing, with no sign of slowing down anytime soon, valued at over $18 billion and is projected to reach nearly $32 billion by 2031. More than 80% of companies buy traffic from affiliates, and home services advertisers are no exception.
The home services industry is evergreen. People always maintain, repair, and upgrade their living space, so demand for these services isn’t tied to trends or seasons. Everyone wants a safe, comfortable home, good health, and a decent quality of life.
Home service affiliate programs typically offer commissions of 2–10%, with average monthly earnings of around $5,000. In many sub-niches, top publishers earn significantly more.
In this guide, we’ll break down how to generate high-intent home services leads.
Register with Profitise as an affiliate, get embeddable lead generation forms for free, and start earning affiliate commissions from day one.
Lead Generation in Home Improvement: 6 Most Popular Niches
Home improvement is one of the most competitive and profitable affiliate marketing niches in the U.S. since most contractors are ready to pay serious money for qualified homeowner leads. Depending on the job and level of intent, the average cost of home services leads ranges from $40 to $230, making it quite lucrative for affiliates.
In 2026, affiliate marketing is moving away from simple contact forms with “write your ZIP code and e-mail, and we’ll give you estimations”. Advertisers now also focus on calls, live transfers, and affiliate networks that ensure qualified prospects all the time.
HVAC (Heating, Ventilation, and Air Conditioning)
HVAC is one of the most profitable home services verticals, and Profitise is one of the best home improvement affiliate programs in it. Demand is usually triggered by breakdowns, often in the worst possible moment, such as during heatwaves or cold snaps.
Here’s how much HVAC leads cost on average:
| Shared HVAC leads | $20–$50 per lead |
| Exclusive HVAC leads | $60–$100 per lead |
| Same-day service lead | $80–$150 per lead |
| System replacement and installation leads | $100–$200 per lead |
Pricing varies by state and season. Markets from “Sun Belt States” (such as California or Florida) have year-round AC demand, while northern states focus more on heating and furnace services during fall and winter.
In 2026, homeowners are choosing heat pump systems over traditional units. Thanks to federal rebates like HEEHRA, eligible homeowners can save up to $8,000 on qualifying installations. Because of this, many affiliates now focus on energy-efficient upgrades and rebate-driven campaigns instead of simple repairs.
Sell HVAC leads as an affiliate with Profitise.
Plumbing
It’s an emergency-driven niche where people typically search for a craftsman only when they face a problem. A flooded basement or burst pipe creates intent, resulting in immediate conversion of home services leads.
Here’s how much plumbing leads cost on average:
| Live transfer calls | $35 to $150 per call |
| Exclusive form leads | $20 to $100 per lead |
| Shared leads | $10 to 20 per lead |
Basically, the faster the lead is connected to the advertiser, the higher the chances of successful conversion. If a contractor doesn’t respond within the first few minutes, the lead is more likely to have already switched to a competitor.
Most plumbing leads come from search. When a pipe bursts, homeowners go straight to Google, which is why call-only ads and local SEO around “emergency plumber near me” perform the best.
Sell plumbing leads as an affiliate with Profitise.
Roofing
Roofing is one of the highest-value and most competitive verticals in home service affiliate marketing. These projects typically range from $8,000 to $15,000+, pushing both contractors and affiliates to focus on qualified and exclusive prospects.
Here’s how much roofing leads cost on average:
| Appointment-set leads | $150–$300 per lead |
| Exclusive leads | $50–$150 per lead |
| Shared leads | $15–$50 per lead |
Location and seasonality strongly affect the cost of home services leads. Dense metro areas are more expensive. Here, competition is more brutal, and labor costs push CPLs up. Add storms, hurricane seasons, or peak spring demand, and prices can jump fast.
A major shift is happening due to the U.S. insurance crisis. In states like Florida and California, insurers are shifting from RCV to ACV payouts, which means older roofs are no longer fully covered. As a result, retail roofing leads with financing options now outperform insurance-claim leads.
As an affiliate, you should focus on search. Google Search and Local Service Ads bring in homeowners who are already looking to book a service. LSAs are especially attractive since you pay per qualified call, not per click.
Campaigns on social platforms like Facebook and Instagram can look cheaper on paper, but those leads often require additional calls and follow-ups. Local SEO, especially pages with “roof replacement in [city]” keywords, tends to scale more slowly, yet they are still effective.
Sell roofing leads as an affiliate with Profitise.
Electrical
Electrical lead generation in the U.S. sits between emergency services and planned upgrades. Demand stays fairly steady year-round, but the price per lead varies widely by job type, making the electrical niche very different from plumbing or HVAC.
Most electrical home service leads are search-driven. Homeowners typically look for electrical services when something has already happened, whether due to safety issues, failed inspections, permit requirements, or upgrades tied to resale or EV ownership.
Electrical home services leads are also finely segmented:
- High-value leads book panel upgrades (100A to 200A), EV charger installation, whole-home rewiring, generator installs, and code-compliance inspections
- Mid-value prospects are looking for smart-home wiring, ceiling fans, and dedicated appliance circuits and lighting projects
- Low-value leads are smaller fixes like outlets, switches, or basic troubleshooting
The price per lead depends on the type of job. By promoting simple service requests, you can get paid around $20–$50 per lead, while bigger projects like panel upgrades or full rewiring can bring affiliates $60–$120 per contact.
Since federal policies target 50% of new vehicle sales to be electric by 2030, EV adoption is rising, driving growing demand for residential charging installations. That’s why EV charger installation has become one of the highest-paying electrical niches, with leads frequently priced between $80 and $150.
The strongest channels to acquire these home services leads are Google Search, Local Services Ads (LSAs), and SEO content targeting inspections, safety upgrades, and EV installations. Social media works best for awareness and educational content about planned upgrades.
Sell electrical leads as an affiliate with Profitise.
Windows & Doors
These home services leads typically come from homeowners planning large upgrades. Since those projects are often sold as full-home packages, affiliates are typically compensated for booked appointments.
Here’s how much windows & doors leads cost on average:
| Shared leads | $20–$60 per lead |
| Exclusive leads | $40–$100 per lead |
| Live or pre-qualified calls | $110–$175 per lead |
| High-intent exclusive leads | $180+ per lead |
Affiliates in this niche usually work with pre-approved contractors or lead platforms, delivering leads filtered by service type, ZIP code, or project size.
Top channels for collecting these home services leads are pretty standard: Google Search, Local Service Ads, and targeted SEO. Keep in mind that you can use visually-driven social media like Pinterest, Instagram, or TikTok, which work best for inspiration-driven campaigns where visual appeal matters.
Sell windows & doors leads as an affiliate with Profitise.
Kitchen & Bath
Kitchen and bathroom remodeling is one of the highest-value segments in U.S. home improvement. These projects are expensive, design-driven, and planned far in advance. A typical kitchen remodel ranges from $25,000 to $75,000+, which is why advertisers are willing to pay more for qualified home services leads.
Here’s how much kitchen & bath leads cost on average:
| Shared leads | $30–$80 per lead |
| Exclusive leads | $40–$100 per lead |
| Appointment-ready leads | $90–$150 per lead |
Lead pricing here mostly comes down to three factors: project size, exclusivity, and the homeowner’s location. A full kitchen remodel is simply worth more than a minor update, and leads sent to one contractor usually perform much better than ones shared with several.
Cabinet refacing is one of the safest plays in this niche. It’s cheaper than a full remodel, so homeowners leverage this budget-friendly update to modernize their kitchen.
Affiliates can use SEO campaigns to reach homeowners who are actively researching design options, costs, and local contractors. Targeting city- or ZIP-specific queries, such as “kitchen remodel Chicago 60007” or “bathroom renovation Miami,” in your paid media also works well.
Social campaigns can still generate home service leads, but only if you carefully pre-qualify users or drive them to strong landing pages. Without that, social traffic tends to have lower purchase intent and requires long nurturing.
Sell kitchen & bath leads as an affiliate with Profitise.
Practical Tips To Generate High-Intent Home Services Leads
Affiliate marketing doesn’t have to start at the national level. You can start small and generally expand your coverage area. People trust recommendations from local experts more than generic ads from random affiliates. So, let’s examine five tips to improve lead generation and build a foundation for long-term growth.
Build Your Local Reputation
Going national usually requires a lot of money and a long ramp-up. If you want to start earning sooner and under a reasonable budget, start generating local home services leads.
Homeowners tend to trust genuine recommendations from locals sharing their experiences. Build a recognizable name, share reviews from previous customers, and work with contractors who are known in their area.
Local focus improves conversion rates, lowers ad costs, and makes SEO more realistic. Google favors regional relevance, and contractors are far more willing to pay for leads that clearly come from “their” market rather than generic national traffic. You can always scale up, but it’s better to build your authority first.
Start with one city or metro area and build authority there. For example, promote HVAC leads specifically for Chicago. Once you establish the expertise and stable lead flow, expand gradually.
Don’t Ignore Local Social Platforms
While choosing a contractor, homeowners trust local recommendations more than ads. Those who want to collect home services leads through socials should use them for non-emergency projects like EV charger installation, 100A–200A panel upgrades, kitchen remodels, etc.
Facebook local groups, city-specific conversations on Reddit, and even Quora threads tied to specific locations can outperform broad social ads in trust and intent. The key to success is to position themself as a local expert and share links occasionally. Once people trust your input, they are far more likely to click your affiliate links, submit forms, or call dedicated pay-per-call numbers.
Paid Ads Are Still a Core Growth Lever
Paid advertising remains one of the most reliable ways to generate home services leads in the U.S. It is especially relevant to those who work in emergency niches, where it may take only a few minutes between initial interest and booking a service.
With paid search, your ads appear exactly when potential customers are actively looking for help. Local Service Ads (LSAs) and PPC campaigns capture this intent directly, connecting prospects to your phone line or landing page immediately.
For planned home upgrades, paid ads are all about precision. But you don’t need massive reach. You should target the right homeowner, in the right city, looking for the right service. Target by city or ZIP, focus on clear service-level keywords, and show ads only to homeowners who are already comparing options.
Search ads still do most of the heavy lifting. Local Google PPC works well when it’s limited to specific services and locations. LSAs are popular because you only pay when someone actually contacts the business, which is why they’re widely used in HVAC, plumbing, roofing, and electrical. When something breaks, and people need help now, call-only ads often convert best since users just need to tap the button to make the call.
SEO for Home Services Leads
The best way to make affiliate marketing SEO work in your favor is to keep it local. City- and ZIP-based queries like “emergency plumber Chicago,” “EV charger installation Miami,” or “kitchen remodel NYC” usually come from homeowners who are already ready to act.
If you want to promote contractors who serve in completely different locations, you should create different campaigns for each location. Your main task is to capture intent-rich home services leads for pre-approved contractors or lead platforms. But then again, traffic should be relevant; a homeowner from Florida won’t book a roofing service in Wisconsin.
Use AI Tools Strategically
Even the best AI-powered tools won’t replace humans. Meanwhile, many home service lead generation companies use these digital solutions to facilitate their research, competitor analysis, data monitoring, and more.
You can also use AI to cluster keywords and search intent, optimize funnels, draft ad copy, or structure content outlines. AI is especially useful in pay-per-call campaigns for emergency niches like plumbing, HVAC, or HVAC heat pump installs. Missing a call can cost a lead, so AI-powered call assistants can pre-qualify prospects, route them to the right agent, or schedule callbacks.
You can still use AI for content generation, just don’t push it too much or publish it as-is. Use AI to generate ideas and create drafts, and then develop and polish it until perfection. Human-written content increases trust, driving higher-quality home services leads to you.
Sell home services leads at the best price with Profitise.
5 Best Home Services And Home Improvement Affiliate Programs
Home services is one of the few verticals where affiliates can monetize both purchases and home services leads at scale. Some programs reward you for product sales, others pay for booked appointments or qualified service requests.
Below are the 5 best home improvement affiliate programs.
Home Depot
| Monthly Visits | Page Per Visit | Time On Site | Bounce Rate | Direct Traffic | Search Traffic | Paid Referral Traffic | Referral Traffic | Mail Traffic | Social Traffic |
| 179,534,267 | 5 | 284 | 0.44 | 37.30% | 52.06% | 4.39% | 1.30% | 2.22% | 2.73% |
The Home Depot, one of the largest home improvement retailers in North America, has two home improvement affiliate programs: a classic product-based affiliate program and a separate Home Depot Installation Program focused on lead generation. Both of them are managed via Impact and are free to join.
Affiliates earn commissions on qualified sales, meaning transactions that were not canceled, declined, or returned. In-store purchases, gift cards, custom-created products, and some special orders are excluded from commissions.
In other cases, commissions vary a lot by category:
- Up to 8% on select home decor categories such as furniture, area rugs, bedding, housewares, wallpaper, and home décor.
- 1% for the other categories, including appliances, tools, hardware, lighting, paint, flooring, building materials, and garden products.
Those who decide to run a lead generation affiliate program will earn $20 to $200 per qualified submission. Cookie duration varies: 1 day for pay-per-sale, and 30 days for the installation.
The program is open to affiliates worldwide, but Home Depot only ships within the continental U.S., with limited availability in Alaska and Hawaii. A live website is required to apply, and publishers may operate multiple websites under one account.
Modernize
| Monthly Visits | Page Per Visit | Time On Site | Bounce Rate | Direct Traffic | Search Traffic | Paid Referral Traffic | Referral Traffic | Mail Traffic | Social Traffic |
| 613,175 | 2 | 66 | 0.65 | 21.82% | 66.40% | 0 | 10.30% | 0.57% | 0.92% |
Modernize attracts a large audience of homeowners actively seeking home service contractors, as evidenced by both traffic volume and search-driven visits. It has its own pay-per-lead affiliate program, where publishers earn payouts for providing qualified home services leads.
You earn money when homeowners ask to be connected with local contractors. This model fits publishers who bring people who are already looking to book a service. Modernize makes it easy to launch with ready creatives and tracking links. Payouts, cookies, and commission rates are shared only after you’re approved.
Vivint
| Monthly Visits | Page Per Visit | Time On Site | Bounce Rate | Direct Traffic | Search Traffic | Paid Referral Traffic | Referral Traffic | Mail Traffic | Social Traffic |
| 2,945,380 | 3 | 180 | 0.57 | 60.40% | 19.57% | 10.20% | 8.02% | 1.41% | 0.40% |
Vivint’s affiliate program is geared toward content-driven publishers who target homeowners who want to install smart security systems. All transactions are tracked via Awin, ensuring accurate attribution and transparent reporting for affiliate-driven sales.
The program offers a 30-day cookie and uses last-click attribution, meaning only the final referral before purchase is credited. You can promote Vivint on your website, via paid search, and social media. Keep in mind that you can’t use Vivint’s trademarked terms in ads, display URLs, or make your site look like Vivint’s official website. PPC ads must first direct traffic to your own site, not straight to Vivint.
Modern Bathroom
| Monthly Visits | Page Per Visit | Time On Site | Bounce Rate | Direct Traffic | Search Traffic | Paid Referral Traffic | Referral Traffic |
| 64,279 | 2 | 120 | 0.7 | 44.08% | 49.57% | 4.17% | 2.18% |
Modern Bathroom is a bathroom appliances retailer with a popular sales-based affiliate program. It’s a good fit for publishers who run websites and blogs focused on home improvement, bathroom remodeling, or DIY content.
With an average order value of around $1,500, the program is particularly lucrative. Thanks to a tiered commission structure of 4% to 8%, affiliates can earn roughly $80 per sale, with higher payouts for higher-value products.
New affiliates receive a $50 bonus on their first sale. Modern Bathroom provides ready-to-use promotional assets, including banners, text links, and product links, making it easy to set up and launch campaigns.
All tracking and reporting are handled through CJ, so all qualified orders are automatically recorded. To join the program, you need an active CJ account. Once approved, you can start promoting products right away.
Ferguson Home (Previously Build.com)
| Monthly Visits | Page Per Visit | Time On Site | Bounce Rate | Direct Traffic | Search Traffic | Paid Referral Traffic | Referral Traffic | Mail Traffic | Social Traffic |
| 6,747,990 | 6 | 284 | 0.5 | 32.79% | 60.80% | 2.55% | 1.46% | 1.44% | 0.97% |
Ferguson Home, previously known as Build.com, is an online store focused on home improvement and renovation products. Their affiliate program operates on a pay-per-sale model.
Most partners fall into the 1%–2% range, while higher rates up to 6% are available for professional audiences such as contractors, builders, or designers. Orders that get returned, canceled, or discounted don’t qualify.
Cookie duration here is pretty short, lasting just 1 day, meaning that you should target your promos at people with high purchase intent. Coupon-based promotions aren’t allowed, and affiliates must follow the strict compliance rules outlined during the application process.
Ferguson Home provides affiliates with standard promotional tools, including text links, banners, and a daily product feed. Tracking, reporting, and payouts are managed through Impact. Affiliates can also run multiple websites under a single account, which is practical for those managing several niche or project-focused sites.
Convert Your Leads into Profits with Profitise
Profitise is a high-ticket insurance and solar affiliate network that pays one of the highest prices for web and call leads and provides customizable JavaScript forms that qualify leads on the fly.
Here’s what you get with Profitise:
- Easy-to-embed JavaScript forms to generate quality traffic
- One of the highest per-lead rates in the insurance and solar industries
- The ability to sell your leads instantly
- Support from an affiliate manager
Sell insurance and solar leads with Profitise as an affiliate.
Frequently Asked Questions
How to get home services leads
Start local by choosing a single location and building your expertise here. Use Google Search and Local Services Ads to catch urgent demand, and create SEO pages around “service + city” queries for organic traffic.
How to retain leads for recurring home services
Focus on regular follow-ups. Offer maintenance reminders, seasonal checkups, or service discounts, and collaborate only with contractors who have a solid reputation. When homeowners trust you, they’re far more likely to use your affiliate links.
How to generate home improvement leads using AI
Use AI as a helper to generate home service leads without replacing your team. AI tools are great for digging through data, analyzing calls, routing leads, and drafting rough content that you can later polish.
