Inside the homeowner's mind
Understanding, trust, and a reasonable price wins the job
Mar 3, 2025
Lindsay Ullman is the SVP of Product at Angi
Switching perspectives is a great way to solve problems. So to help solve the problem of boosting sales, we reached out to an expert in homeowner psychology, Lindsay Ullman, Senior Vice President of Product at Angi. Angi is a leading marketplace for home improvement services, including landscaping. Angi has serviced over 150M homeowner requests over 30 years so they know homeowners!
Do you understand my needs?
According to Lindsay, the number one question that homeowner’s have when looking for service professionals is someone who fully understands their needs. She advises landscapers to listen carefully, ask questions and decide if you are a good match for the services that the homeowner wants. Remember that almost a fifth of all landscaping jobs are unprofitable so it is fine to miss a few jobs.
The number one question that homeowner’s have when looking for service professionals is someone who fully understands their needs.
Can I trust you?
Lindsay says that homeowner's will trust you when "they believe that you have the skills to do the job and will act with integrity”. In Duranta's opinion, the best way to get people to trust you, is to show them that other people have trusted you. This can be done by adding reviews to your proposal, telling your story on your website, or being extremely clear and transparent about your process.
The best way to get people to trust you, is to show them that other people have trusted you.
I want a reasonable price
“Homeowner’s don’t necessarily want the cheapest price, they want a reasonable price and they want jobs to be done on their timeline” Lindsay emphasizes. It is important to understand that the homeowner gets different quotes from different service providers in order to answer this simple question: what is fair for my job? If you can make it clear why you charge the amount that you do for your services, and you make it clear that you can service them when they need you, you become more than just a number to a homeowner.
Homeowner’s don’t necessarily want the cheapest price, they want a reasonable price.
How do you win in this situation?
To boost your sales, show the homeowner that you understand their needs, get them to trust you and emphasize that you will get the job done soon at a reasonable price. In Duranta, we use AI to automatically size and analyze the customer’s property helping you better understand your customer in just a few seconds. We help you build trust by making it easy to create beautiful, winning proposals, that let you tell your story. And with our inbuilt calculators, you can always be sure that you are putting a fair price in front of a customer: one that allows you to sustain your business while giving the customer a good return on their investment.
Lindsay Ullman is the SVP of Product at Angi
Switching perspectives is a great way to solve problems. So to help solve the problem of boosting sales, we reached out to an expert in homeowner psychology, Lindsay Ullman, Senior Vice President of Product at Angi. Angi is a leading marketplace for home improvement services, including landscaping. Angi has serviced over 150M homeowner requests over 30 years so they know homeowners!
Do you understand my needs?
According to Lindsay, the number one question that homeowner’s have when looking for service professionals is someone who fully understands their needs. She advises landscapers to listen carefully, ask questions and decide if you are a good match for the services that the homeowner wants. Remember that almost a fifth of all landscaping jobs are unprofitable so it is fine to miss a few jobs.
The number one question that homeowner’s have when looking for service professionals is someone who fully understands their needs.
Can I trust you?
Lindsay says that homeowner's will trust you when "they believe that you have the skills to do the job and will act with integrity”. In Duranta's opinion, the best way to get people to trust you, is to show them that other people have trusted you. This can be done by adding reviews to your proposal, telling your story on your website, or being extremely clear and transparent about your process.
The best way to get people to trust you, is to show them that other people have trusted you.
I want a reasonable price
“Homeowner’s don’t necessarily want the cheapest price, they want a reasonable price and they want jobs to be done on their timeline” Lindsay emphasizes. It is important to understand that the homeowner gets different quotes from different service providers in order to answer this simple question: what is fair for my job? If you can make it clear why you charge the amount that you do for your services, and you make it clear that you can service them when they need you, you become more than just a number to a homeowner.
Homeowner’s don’t necessarily want the cheapest price, they want a reasonable price.
How do you win in this situation?
To boost your sales, show the homeowner that you understand their needs, get them to trust you and emphasize that you will get the job done soon at a reasonable price. In Duranta, we use AI to automatically size and analyze the customer’s property helping you better understand your customer in just a few seconds. We help you build trust by making it easy to create beautiful, winning proposals, that let you tell your story. And with our inbuilt calculators, you can always be sure that you are putting a fair price in front of a customer: one that allows you to sustain your business while giving the customer a good return on their investment.