Home services call centers are burning money without lead scoring

If you’re running marketing at a home services company, the pressures never let up. Your CFO is demanding lower CAC. Your sales team is tired of chasing unqualified appointments. Your installers are sitting idle after no-shows. And your call center is burning time on reschedules.

These pressures add up fast — in fact, for one national home services brand, they were burning more than $100,000 per month on junk leads. But by turning to Faraday, they cut that waste and freed their reps from chasing 13,000 bad prospects. Here’s how.

The problem: you’re filling calendars with jobs that never happen

In home services, volume often wins the day. Marketing budgets flow into purchased leads, affiliates, and digital campaigns to keep the funnel full. But here’s the catch: industry research shows that only about 12% of leads convert to customers.

• Financing failures: Many leads won’t qualify for credit with your financing partners, so your reps spend time setting appointments that never close.
• No-shows: Some prospects book, but when your crews arrive, no one’s home — burning time, fuel, and morale.
• Last-minute cancellations: Others cancel just before the appointment, wasting truck rolls and pushing up CAC and leaving installer schedules in chaos.

Every one of those unqualified or unreliable leads is money burned — in the form of call center hours, truck rolls, and lost opportunities.

The solution: predictive lead suppression and qualification with Faraday

Faraday isn’t just a theory - it’s a data platform built to plug into the exact systems you already use to buy and manage leads. That means we don’t just tell you what you could do differently; we deliver the exact datapoints you need into your workflow (in batch or real time) so you stop wasting budget immediately.

But there are a range of ways Faraday’s data can become tangible ROI for your company. Here are just a few:

Stage 1: Don’t buy the wrong leads

Most home services brands buy leads via ping-post systems. Here, you only get a partial “ping” (basic info like ZIP and homeowner status) before deciding whether to bid. Using Faraday’s real-time Lookup API, you can request a custom predictive datapoint — like Likelihood-to-Convert — for each ping.

Through our integration with ActiveProspect’s LeadConduit, low-scoring pings are automatically rejected before purchase - so no money or time are wasted on them.

👉 Outcome: you never pay for the junk leads in the first place, saving thousands per week in wasted budget.

Stage 2: Qualify appointments with financial signals

Even after rejecting bad leads, many home services CMOs face another pain: reps booking time with customers who won’t pass credit. Faraday helps here too by delivering Credit Score Proxy, one of 1,500+ prebuilt consumer datapoints from the Faraday Identity Graph (FIG). Credit Score Proxy ranks U.S. households by purchasing power and conversion potential, allowing you to deprioritize or flag likely credit fails before time is put into a meeting, only to disqualify them.

👉 Outcome: fewer wasted appointments, less frustration in your sales org, and more predictable CAC.

Stage 3: Enrich and prioritize at scale

Beyond suppression and credit qualification, Faraday’s platform can continually enrich your lead and customer records with new datapoints — both prebuilt consumer data and custom predictive models trained on your outcomes. That means your call center can prioritize its daily queue around the most winnable prospects, and your marketing team can target high-propensity households for direct mail or digital campaigns.

👉 Outcome: a cleaner funnel from start to finish, with fewer bad appointments and more closed deals.

The business impact

When CMOs and marketing teams use Faraday to suppress and qualify leads, the results show up fast across the funnel. Here’s how:

• Lower CAC at the top of the funnel: Real-time suppression through the Lookup API and LeadConduit integration means you stop paying for the bulk of leads that won’t convert. That’s not abstract savings — it’s marketing dollars preserved before your reps even touch the phone.
• Higher efficiency in the middle of the funnel: Credit Score Proxy flags households unlikely to pass financing. The result is fewer wasted appointments, fewer dead-end truck rolls, and a sales team that spends more time closing deals.
• Smarter outreach at the bottom of the funnel: Enrichment with predictive and consumer datapoints powers cleaner call center queues, more targeted direct mail, and more effective digital audiences. Every touchpoint aligns with real conversion potential, not just guesses.

This isn't theoretical AI. One national home services brand put this process into practice. By scoring every ping in real time with Faraday’s Lookup API and automatically rejecting low-quality leads in LeadConduit, they cut more than 13,000 junk leads in just five months — saving over $500,000 in wasted spend in just the first 5 months. Building on that success, they layered in Credit Score Proxy at the appointment stage, which allowed them to flag low-likelihood households before scheduling in-home visits. The results were clear: fewer wasted appointments and a sales team free to focus on winnable prospects.

As their Sr. Director of Marketing put it:

“We now prioritize calls based on Faraday scores, kick back low-quality leads, and save thousands of dollars every week. A high Faraday score goes to the front of the line. It’s been a complete shift.”

Why this matters now

For home services CMOs and VPs of Marketing, the mandate is clear: deliver more installs with less waste. Faraday helps you do exactly that by combining consumer enrichment and predictive scoring into a seamless data platform. From rejecting junk leads before purchase, to filtering out low-credit households before appointments, to prioritizing outreach across the funnel, Faraday ensures every marketing dollar works harder. That’s why leading brands now treat Faraday as the centerpiece of their go-to-market strategy — and why your call center doesn’t have to burn money on bad leads anymore.

If you’re tired of paying for leads your crews never install, let’s talk. Or see how Faraday plugs directly into your lead buying and call center workflows on our home services landing page.