If you own a moving company or work in the office, you know one thing matters more than anything else. You need customers. And buying leads seems like the fastest way to get them.
But here’s what most lead companies won’t tell you. Not all leads are created equal. Some are worth every penny. Others will drain your bank account and give you nothing in return.
This guide breaks down the real costs and honest truth about buying moving leads in 2025. No marketing fluff. Just facts from actual moving companies who use these services.
Understanding Lead Types: Shared vs Exclusive
Before you spend a single dollar, you need to understand this difference. It will save you thousands.
Shared Leads
Shared leads get sold to multiple moving companies at the same time. Usually 3 to 5 companies receive the same customer information. You’re racing against your competitors to call first.
In 2025, shared moving leads typically cost between $6 and $12 per lead. They look cheap. But the conversion rate tells a different story.
Shared leads convert at only 5-15% on average. That means you might buy 10 leads and only book 1 or 2 jobs. Maybe.
Exclusive Leads
Exclusive leads go to only your company. Nobody else gets the same customer contact information.
Exclusive leads cost between $15 and $40 each in 2025. Yes, they cost more upfront. But here’s why they matter.
Exclusive leads convert at 30-50%. You’re not fighting four other companies for the same customer. You can focus on service quality instead of rock-bottom pricing.
The Math That Matters
Let’s say you buy 10 shared leads at $8 each. That’s $80. You book 1 job. Cost per customer: $80.
Now buy 5 exclusive leads at $25 each. That’s $125. You book 2 jobs. Cost per customer: $62.50.
Exclusive leads often cost less per actual customer. Even though they cost more per lead.
Thumbtack: What Moving Companies Actually Experience
Thumbtack has no membership fees or annual charges. You only pay when customers contact you.
Sounds great, right? Here’s what they don’t advertise as loudly.
Real Costs
Moving company leads on Thumbtack typically range from $18 to $200, with most falling between $35 and $60.
Lead costs can start at $10 but often reach $100 or more depending on the job size and location. Thumbtack uses a bidding system. You compete with other pros for the same leads.
The Hidden Problems
Many moving companies complain about lead prices jumping dramatically. Some report paying $30-40 for leads where the customer’s budget is only $200.
A common complaint is being charged $60 for a lead on a $200 job. That leaves little profit even if you win the work.
Real users report another frustration. Many customers never respond to messages or calls, but companies still get charged for the lead.
Lead Quality Issues
The average conversion rate for Thumbtack leads is only 10-30%. That means 7 out of 10 leads might not turn into paying jobs.
Users report getting charged without consent for expensive leads immediately after signing up. The platform can charge your card automatically when leads match your preferences.
When Thumbtack Might Work
If you have excellent reviews and respond instantly to every lead, you might do okay. Thumbtack limits the number of pros competing for each job.
But be ready to compete mainly on price. And set strict budget limits to avoid surprise charges.
HomeAdvisor and Angi: Same Company, Different Problems
Here’s something important to know. HomeAdvisor and Angi are owned by the same parent company, ANGI HomeServices. They run separately but both have similar issues.
HomeAdvisor (Now Called Angi Leads)
HomeAdvisor charges a $350 annual membership fee plus $15-100 per lead.
Most leads cost $15-80, especially for larger moving projects. Like Thumbtack, these are shared leads. Multiple moving companies get the same customer information.
The Federal Trade Commission Got Involved
This should concern you. In 2023, the FTC ordered HomeAdvisor to pay up to $7.2 million for using deceptive tactics in selling leads to service providers.
The complaint alleged HomeAdvisor sold leads that didn’t match the types of services providers offered or their preferred geographic areas. They also claimed leads resulted in jobs at much higher rates than they could actually prove.
What Moving Companies Report
Some contractors complain about being sold fake leads, leads for services they don’t offer, or leads outside their service area.
Many report aggressive sales tactics and constant calls trying to get them to spend more on advertising.
Angi (Formerly Angie’s List)
Angi uses a review-based system. More positive reviews and paid advertising get you more leads.
Users say you need to pay about $300 per month to advertise your listing and move to the top of search results.
Without reviews and paid ads, lead quality drops significantly.
When They Might Work
If a customer is worth more than $100 to your business, these platforms may provide decent return on investment. You need to monitor costs closely and dispute bad leads immediately.
Studies show 35-50% of sales go to the contractor who contacts the lead first. Speed matters more than almost anything else on these platforms.
Google Local Services Ads: A Better Option?
Google Local Services Ads (LSA) work differently than traditional Google Ads. This is actual lead buying, not pay-per-click advertising.
How It Works
You only pay when potential customers contact you through your ads. Not for clicks.
Your moving company must pass background checks to get the Google Guarantee badge. This badge appears on your listing and builds trust with customers.
Real Costs
Moving leads through Google LSA typically cost $6 to $30 per lead.
Most experts recommend starting with a monthly budget around $2,000.
For example, if you close 1 in 3 leads and average $800 per job, your cost per lead should stay around $265 or less to remain profitable.
The Advantages
LSA leads appear at the very top of Google search results, above regular ads and organic listings.
Businesses using Local Service Ads report a 20-30% increase in high-quality leads.
You can dispute bad leads with Google, and they’ll refund the cost if the lead doesn’t meet quality standards.
What Makes Leads Better
Google LSA matches leads based on your service area and job type, resulting in better quality leads. The algorithm learns from your feedback about which leads convert.
LSAs work with voice search, so when people ask Google Assistant for a mover, you can appear in those results too.
The Requirements
Your company must be properly licensed and insured. Background checks take time. The Google Guarantee verification process can take several weeks, but it’s worth the effort.
Networx: Smaller But Worth Considering
Networx flies under the radar compared to the big names. But some moving companies swear by it.
The Pricing
Networx leads range from $10 to $100+ in their Pay Per Lead plan. Their Exclusive Leads plan costs $15 to $120+ per lead.
Most popular is their prepaid system where you pre-buy leads in bulk.
User Reviews
Many contractors report Networx delivers quality leads at reasonable prices compared to competitors. Customer service gets consistent praise.
One user reported spending $350 and grossing $4,140 in just two weeks. That’s exceptional ROI if accurate.
The Concerns
Some users on BBB report receiving leads that never answer calls or respond to messages. Like all lead services, results vary by market and how quickly you follow up.
Networx provides real-time leads and allows you to return bad leads for credit without major hassles.
Bark: Proceed With Caution
Bark operates differently. You buy credits and use them to respond to customer requests.
How It Works
It’s free to sign up and see leads. You only pay when you want to contact a customer.
Without a subscription, Bark leads cost about $1.85 per credit purchased individually. Bulk purchases reduce this to around $1.57 per credit.
Each lead costs a different number of credits based on job size and location. You won’t know the cost until you’re already signed up.
The Major Problems
Users consistently report that most leads are useless. Prospects either signed up by mistake, lack budget, or plan to take action in the distant future.
One reviewer spent 24 leads to get only one low-revenue job. That’s a 4% conversion rate at best.
Common complaints include high competition, low response rates, and difficulty controlling costs without careful filters.
Why Lead Quality Suffers
Bark doesn’t require businesses or customers to provide legitimate information like company email, name, or website. This makes it nearly impossible to vet leads before purchasing them.
For most moving companies, Bark isn’t worth the time or money.
Other Lead Sources Worth Knowing
MoveAdvisor
Provides real-time verified moving leads. You receive accurate contact information and can start contacting leads immediately.
Equate Media
Offers both long-distance and local moving leads. You won’t compete with more than 3 other companies, which is lower than most providers.
Quote Runner
Uses SEO and targeted online search methods. Their algorithm and technology result in higher conversion rates.
USA Home Listings
Allows you to download all new and under-contract home listings daily. You can send mailers or postcards directly from their site.
How to Calculate If Leads Are Worth It
Stop guessing. Use these numbers.
Your Conversion Rate
Track how many leads turn into paying customers. If you close 1 out of 4 leads, your conversion rate is 25%.
Your Average Job Value
What’s your typical moving job worth? $500? $1,000? $2,500?
Maximum Lead Cost
Take your average job value and multiply by your conversion rate. Then decide what profit margin you need.
Example: $1,000 average job × 25% conversion = $250 effective cost per customer. If you need 40% profit margin, you can spend up to $100 per lead and still make money.
Track Everything
Most moving companies fail with bought leads because they don’t track their numbers. You must know your cost per lead, conversion rate, and profit per job.
Set up a simple spreadsheet. Record every lead source, cost, which ones converted, and revenue from each job.
The Truth About Lead Quality
Here’s what separates good lead sources from bad ones.
Lead Verification
High-quality leads are verified with accurate contact information. If the phone number is disconnected or email bounces, the lead is worthless.
Prospect Limit
Find services that limit leads to 3-5 moving companies maximum. It costs more but conversion rates are much higher.
Geographic Targeting
Quality lead providers target your specific service area. Leads outside your territory waste money and time.
Budget Setting
Choose services that let you set daily or monthly budgets. This prevents surprise charges that blow your marketing budget.
Bad Lead Returns
The best providers make it easy to void illegitimate leads and get refunds. Complicated return processes mean you’re stuck paying for garbage.
Speed Wins Everything
You can have the best lead source in the world. But if you’re slow to respond, you’ll lose to faster competitors.
The smartest moving companies respond within five minutes using CRM or automation tools.
Answer calls live whenever possible or use answering services during busy times. Every minute you delay gives competitors more time to steal your customer.
Set up systems that alert you instantly when new leads arrive. Have templated texts and emails ready to send. Make it easy for customers to reach you.
Common Mistakes That Waste Money
Buying Too Many Leads
More leads don’t mean more money. They mean more wasted follow-up time if you can’t convert them.
Ignoring Lead Source Performance
If one source converts at 40% and another at 10%, why would you keep buying from both? Cut the losers and double down on winners.
Not Following Up
Most leads don’t convert on the first contact. You need a follow-up system. Call, text, email. Multiple times over several days.
Competing on Price Alone
When you buy shared leads, everyone competes on price. You can’t win that race to the bottom. Find ways to highlight your service quality, reviews, and reliability instead.
Forgetting Real Marketing Costs
The lead price is just one cost. Add in your time, phone calls, gas for estimates, CRM software, and payment processing. These add up fast.
The Best Strategy: Mix Your Lead Sources
Don’t put all your eggs in one basket. Most successful moving companies use multiple lead sources.
Google LSA for top-of-search visibility and quality local leads.
Exclusive lead providers for higher conversion rates on pre-qualified customers.
Organic SEO for long-term growth without paying per lead.
Referrals and reviews for the highest quality leads at lowest cost.
Buy leads to fill your schedule now. But invest in organic marketing for sustainable growth later.
Bottom Line
Can you build a moving company just by buying leads? Yes. Many do.
But go in with your eyes open. Lead buying is expensive. Quality varies wildly. Most platforms favor the big players with fast response times and low prices.
Here’s what works:
Start with Google Local Services Ads if you can pass the background checks. The lead quality tends to be better than marketplace platforms.
Test multiple sources with small budgets first. Track your numbers ruthlessly. Cut anything that doesn’t give you at least 2-3x return on investment.
Respond to every lead within 5 minutes. Speed matters more than you think.
If you’re using shared leads, have a system that makes you stand out beyond just price. Reviews, guarantees, and excellent communication win deals.
Set strict budgets and stick to them. Lead buying can spiral out of control fast if you don’t watch spending.
Remember this: Buying leads is renting customers. Building your own marketing is buying them. Do both, but never rely completely on bought leads.
Your moving company deserves customers who found you, not customers who got sold to five other companies at the same time.