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HomeAdvisor Media Kit

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                                  HomeAdvisor	
  Corporate	
  Backgrounder	
  
	
  

About	
  HomeAdvisor	
  
HomeAdvisor,	
  formerly	
  ServiceMagic,	
  a	
  subsidiary	
  of	
  IAC	
  (NASDAQ:	
  IACI),	
  is	
  a	
  leading	
  website	
  
and	
  mobile	
  app	
  provider	
  connecting	
  homeowners	
  with	
  pre-­‐screened	
  service	
  professionals,	
  in	
  
addition	
  to	
  offering	
  comprehensive	
  tools	
  and	
  resources	
  for	
  home	
  improvement,	
  maintenance	
  	
  
and	
  repair	
  projects.	
  	
  Harnessing	
  13	
  years	
  of	
  expertise,	
  helping	
  more	
  than	
  25	
  million	
  people	
  find	
  
trusted	
  home	
  service	
  professionals;	
  HomeAdvisor	
  is	
  a	
  cutting	
  edge	
  resource	
  in	
  the	
  home	
  
industry.	
  	
  

HomeAdvisor’s	
  suite	
  of	
  comprehensive	
  tools,	
  products	
  and	
  resources	
  include	
  the	
  patented	
  
technology	
  of	
  ProFinder,	
  which	
  connects	
  homeowners	
  with	
  a	
  network	
  of	
  more	
  than	
  80,000	
  
pre-­‐screened,	
  customer-­‐rated	
  home	
  improvement	
  professionals;	
  Pro	
  Reviews,	
  featuring	
  
reviews	
  from	
  verified	
  customers;	
  Cost	
  Guide,	
  which	
  provides	
  local	
  and	
  national	
  average	
  costs	
  
for	
  home	
  projects;	
  and	
  Home911,	
  a	
  mobile	
  app	
  with	
  dedicated	
  24/7	
  emergency	
  home	
  repair	
  
support.	
  	
  Access	
  to	
  all	
  of	
  the	
  site’s	
  features	
  is	
  free	
  to	
  homeowners,	
  with	
  no	
  membership	
  or	
  fees	
  
required.	
  	
  	
  

Our	
  History	
  
HomeAdvisor	
  launched	
  as	
  ServiceMagic.com	
  in	
  October	
  1999	
  providing	
  consumers	
  an	
  efficient	
  
and	
  easy	
  way	
  to	
  find	
  home	
  service	
  providers.	
  	
  In	
  September	
  2004,	
  IAC	
  acquired	
  ServiceMagic.	
  
Operating	
  as	
  an	
  independent	
  brand,	
  ServiceMagic	
  continued	
  to	
  grow	
  at	
  an	
  impressive	
  rate,	
  
helping	
  10	
  million	
  consumers	
  as	
  of	
  2008	
  and	
  25	
  million	
  consumers	
  as	
  of	
  2011.	
  

In	
  October	
  2012,	
  ServiceMagic	
  became	
  HomeAdvisor.	
  In	
  addition	
  to	
  the	
  name	
  change,	
  the	
  
company	
  completely	
  redesigned	
  its	
  site	
  to	
  deliver	
  homeowners	
  an	
  improved	
  user	
  experience,	
  
as	
  well	
  as	
  new	
  tools	
  and	
  resources	
  to	
  help	
  them	
  with	
  all	
  of	
  their	
  home	
  improvement,	
  
maintenance	
  and	
  repair	
  needs.	
  	
  	
  

Timeline	
  

           1998	
  -­‐	
  Company	
  opens	
  its	
  doors	
  as	
  ServiceMagic,	
  Inc.	
  	
  
           1999	
  –	
  ServiceMagic.com	
  goes	
  live.	
  	
  
           2004	
  	
  -­‐	
  IAC	
  (NASDAQ:	
  IACI)	
  	
  acquires	
  ServiceMagic.	
  	
  
           2005	
  	
  -­‐	
  ServiceMagic	
  acquires	
  its	
  largest	
  competitor,	
  ImproveNet.	
  	
  
           2008	
  -­‐	
  Company	
  hits	
  10	
  million	
  users.	
  	
  
           2010	
  -­‐	
  ServiceMagic	
  receives	
  the	
  Colorado	
  Technology	
  Company	
  of	
  the	
  Year	
  award	
  from	
  
          the	
  CTA,	
  Colorado’s	
  Technology	
  	
  Association.	
  	
  
          2012	
  -­‐	
  ServiceMagic	
  becomes	
  HomeAdvisor.	
  

HomeAdvisor	
  International	
  
HomeAdvisor	
  operates	
  internationally	
  as	
  123devis.com	
  and	
  Travaux.com	
  in	
  France	
  and	
  
servicemagic.co.uk	
  in	
  the	
  UK.	
  	
  In	
  2012,	
  HomeAdvisor	
  plans	
  to	
  open	
  operations	
  in	
  Germany	
  and	
  
grow	
  its	
  global	
  presence	
  in	
  Europe	
  and	
  beyond.	
  	
  

Parent	
  Company	
  
HomeAdvisor,	
  Inc.	
  is	
  a	
  subsidiary	
  of	
  IAC/InterActiveCorp	
  (NASDAQ:	
  IACI),	
  an	
  Internet	
  company	
  
with	
  over	
  50	
  brands	
  across	
  40	
  countries	
  headquartered	
  in	
  New	
  York	
  City.	
  	
  Other	
  IAC	
  brands	
  
include	
  Match.com,	
  Ask.com	
  and	
  Vimeo.	
  	
  

More	
  Information	
  	
  
For	
  more	
  information	
  on	
  HomeAdvisor	
  and	
  its	
  services,	
  visit	
  www.HomeAdvisor.com.	
  	
  Home	
  
improvement	
  tips	
  and	
  videos	
  are	
  available	
  by	
  visiting	
  www.Facebook.com/HomeAdvisor,	
  by	
  
following	
  @HomeAdvisor	
  on	
  Twitter	
  and	
  by	
  subscribing	
  to	
  the	
  YouTube	
  channel	
  at	
  
www.YouTube.com/HomeAdvisor.	
  

	
  
For	
  more	
  information,	
  please	
  contact:	
  
Brooke	
  Gabbert,	
  Director	
  of	
  Public	
  Relations	
  and	
  Social	
  Media	
  
303.963.8173	
  
bgabbert@homeadvisor.com	
  
  HomeAdvisor ProFinder and Pro Reviews

  HomeAdvisor’s patented ProFinder technology connects homeowners with qualified and available local
  service professionals. Service professionals in HomeAdvisor’s network are rigorously screened, background-
  checked and customer-rated. HomeAdvisor’s Pro Reviews is an online directory of pre-screened home
  service professionals who are rated and reviewed by homeowners who have used their services.

  Key features include:
    • Access to a network of more than 80,000 background-checked service professionals to match the
      homeowner with the most qualified and available local service professionals.
    • Patented ProFinder technology instantly connects homeowners with up to four qualified service
      professionals.
    • All service professionals undergo comprehensive criminal and financial background checks and carry
      the required state-level licensing.
    • Always free to use. No membership fees.
    • Features a database of over 1.7 million verified customer reviews.

  ProFinder and Pro Reviews can be found at HomeAdvisor.com in addition to a suite of comprehensive
  tools, products and services designed to help homeowners with their home repair, maintenance and
  improvement needs.




For more information on HomeAdvisor and its services, visit www.HomeAdvisor.com. Home improvement tips and videos are available by visiting
www.Facebook.com/HomeAdvisor, by following @HomeAdvisor on Twitter and by subscribing to the YouTube channel at www.YouTube.com/HomeAdvisor.
For more information, please contact:
Brooke Gabbert, Director of Public Relations and Social Media
303.963.8173
bgabbert@homeadvisor.com
  HomeAdvisor Cost Guide


  Featuring the most comprehensive cost profiles in the industry and encompassing hundreds of project
  types in cities coast-to-coast, HomeAdvisor’s Cost Guide helps homeowners take the guesswork out of
  budgeting for projects ranging from minor repairs to major renovations. HomeAdvisor Cost Guide provides
  city, state and national project costs based on real homeowner data. Cost Guide is free to use without any
  membership requirements or fees.

  HomeAdvisor Cost Guide’s features include:
    • Provides costs on more than 300 types of home project categories.
    • Encompasses hundreds of project types, providing city, state and national project costs based on
      600,000 cost profiles provided by real users.

  Cost Guide can be found at HomeAdvisor.com in addition to a suite of comprehensive tools, products and
  services designed to help homeowners with home repair, maintenance and improvement needs.




For more information on HomeAdvisor and its services, visit www.HomeAdvisor.com. Home improvement tips and videos are available by visiting
www.Facebook.com/HomeAdvisor, by following @HomeAdvisor on Twitter and by subscribing to the YouTube channel at www.YouTube.com/HomeAdvisor.
For more information, please contact:
Brooke Gabbert, Director of Public Relations and Social Media
303.963.8173
bgabbert@homeadvisor.com
  HomeAdvisor Home911

  HomeAdvisor’s Home911 mobile app enables homeowners to take control of any home repair emergency
  by giving instant access to recommended, background-checked service professionals, as well as access to
  live 24/7 support with the Home911 Homeowner Emergency Line. HomeAdvisor’s Home911 is always free
  for homeowners to access, with no membership or fees required.

  HomeAdvisor Home911’s features include:
    • 24/7 access to The Home911 Homeowner Emergency Line that can connect the homeowner with
      a HomeAdvisor pre-screened professional that can help immediately.
    • Stores a contact list of your trusted service pros.
    • Useful tips to help solve home problem.

  HomeAdvisor’s Home911 is available for iOs and can be downloaded in the iTunes store.




                                                                                           	
  




For more information on HomeAdvisor and its services, visit www.HomeAdvisor.com. Home improvement tips and videos are available by visiting
www.Facebook.com/HomeAdvisor, by following @HomeAdvisor on Twitter and by subscribing to the YouTube channel at www.YouTube.com/HomeAdvisor.
For more information, please contact:
Brooke Gabbert, Director of Public Relations and Social Media
303.963.8173
bgabbert@homeadvisor.com
                                                                                                                            	
  
                                                                                        HomeAdvisor	
  Executive	
  Bios	
  	
  
                                                                                                       	
  




                                                                           	
  	
  Chris	
  Terrill,	
  CEO	
  

Chris	
  Terrill	
  is	
  CEO	
  of	
  HomeAdvisor,	
  a	
  subsidiary	
  of	
  IAC	
  (NASDAQ:	
  IACI),	
  and	
  the	
  nation's	
  leading	
  
website	
  and	
  mobile	
  app	
  provider	
  connecting	
  consumers	
  with	
  pre-­‐screened	
  and	
  approved	
  local	
  
service	
  professionals,	
  in	
  addition	
  to	
  offering	
  comprehensive	
  resources	
  for	
  home	
  improvement,	
  
maintenance	
  and	
  repair	
  projects.	
  

Terrill	
  is	
  a	
  seasoned	
  Internet	
  veteran,	
  with	
  deep	
  experience	
  working	
  for	
  consumer	
  facing	
  
Internet	
  companies.	
  He	
  has	
  worked	
  with	
  top	
  tier	
  brands,	
  occupying	
  either	
  the	
  number	
  one	
  or	
  
two	
  position	
  in	
  their	
  respective	
  categories,	
  and	
  has	
  specialized	
  in	
  online	
  subscription	
  continuity	
  
business	
  models.	
  Prior	
  to	
  joining	
  IAC,	
  he	
  served	
  as	
  CMO	
  &	
  EVP	
  of	
  eCommerce	
  for	
  
Nutrisystem.com,	
  the	
  leader	
  in	
  the	
  direct-­‐to-­‐consumer	
  diet	
  space.	
  Prior	
  to	
  Nutrisystem.com,	
  he	
  
served	
  as	
  VP	
  of	
  Product	
  and	
  Marketing	
  for	
  Blockbuster.com,	
  the	
  online	
  division	
  of	
  Blockbuster	
  
Inc.	
  Additionally,	
  he	
  spent	
  6	
  years	
  with	
  Match.com	
  where	
  he	
  held	
  several	
  senior	
  and	
  VP	
  roles,	
  
most	
  recently	
  serving	
  as	
  VP	
  of	
  New	
  Brands	
  &	
  Verticals,	
  where	
  he	
  developed	
  and	
  launched	
  new	
  
online	
  brands,	
  including	
  Chemistry.com.	
  

Terrill	
  earned	
  a	
  B.S.	
  in	
  Advertising	
  from	
  The	
  University	
  of	
  Texas,	
  Austin	
  and	
  holds	
  a	
  MBA	
  from	
  
The	
  University	
  of	
  Houston.	
  He	
  also	
  serves	
  on	
  the	
  Board	
  of	
  Neatco,	
  the	
  leading	
  manufacturer	
  of	
  
"digital	
  filing	
  cabinet"	
  equipment	
  and	
  software	
  storage.	
  	
  

	
  
	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
                	
  Craig	
  Smith,	
  President	
  of	
  HomeAdvisor	
  U.S.	
  /CEO	
  of	
  
HomeAdvisor	
  International	
  

Craig	
  Smith	
  joined	
  HomeAdvisor	
  in	
  2000	
  and	
  is	
  CEO	
  of	
  HomeAdvisor	
  International	
  and	
  
President	
  of	
  HomeAdvisor	
  US.	
  
	
  
Prior	
  to	
  joining	
  HomeAdvisor,	
  Craig	
  worked	
  for	
  El	
  Pomar	
  Foundation	
  as	
  a	
  member	
  of	
  a	
  three-­‐
person	
  asset	
  management	
  team,	
  controlling	
  over	
  $475	
  million	
  in	
  assets.	
  El	
  Pomar	
  selected	
  Craig	
  
as	
  part	
  of	
  an	
  exclusive	
  management	
  training	
  and	
  professional	
  development	
  program	
  focused	
  
on	
  growing	
  the	
  next	
  generation	
  of	
  business	
  and	
  community	
  leaders.	
  Craig	
  has	
  been	
  a	
  featured	
  
industry	
  speaker	
  within	
  the	
  local	
  marketing	
  industry,	
  appearing	
  in	
  venues	
  such	
  as	
  Kelsey's.	
  




                            Tom	
  Durant,	
  SVP	
  Finance	
  and	
  Strategic	
  Planning	
  
Tom	
  Durant	
  is	
  responsible	
  for	
  leading	
  the	
  company's	
  strategic	
  planning	
  efforts;	
  financial	
  
planning	
  and	
  analysis	
  team;	
  administration	
  and	
  human	
  resources;	
  billing/collections	
  and	
  daily	
  
accounting	
  operations.	
  Prior	
  to	
  joining	
  HomeAdvisor	
  in	
  June	
  2002,	
  Tom	
  was	
  Controller	
  at	
  
Cornerstone	
  Holdings,	
  a	
  private	
  investment	
  holding	
  company,	
  where	
  he	
  was	
  responsible	
  for	
  all	
  
corporate	
  accounting.	
  Before	
  joining	
  Cornerstone	
  Holdings,	
  Tom	
  was	
  Controller	
  at	
  Persona,	
  a	
  
technology	
  firm	
  working	
  on	
  Internet	
  privacy	
  concerns,	
  where	
  he	
  was	
  responsible	
  for	
  the	
  
development	
  of	
  the	
  accounting	
  function	
  and	
  company-­‐wide	
  billing	
  systems.	
  
	
  
Tom	
  gained	
  his	
  initial	
  accounting	
  background	
  at	
  Deloitte	
  and	
  Touche	
  and	
  earned	
  a	
  B.S.B.	
  in	
  
accounting	
  with	
  honors	
  from	
  the	
  Carlson	
  School	
  of	
  Management,	
  University	
  of	
  Minnesota.	
  Tom	
  
is	
  a	
  CPA	
  in	
  Colorado	
  and	
  Minnesota.	
  

                                                                    	
  
                              	
  	
  	
  Kirk	
  Schreck,	
  COO	
  
As	
  Chief	
  Operations	
  Officer,	
  Kirk’s	
  responsibilities	
  include	
  overseeing	
  HomeAdvisor’s	
  team	
  of	
  
over	
  900	
  Sales	
  and	
  Customer	
  Care	
  Professionals.	
  

Kirk	
  originally	
  worked	
  at	
  HomeAdvisor	
  from	
  2000	
  to	
  2005	
  as	
  Vice	
  President	
  of	
  Operations	
  and	
  
then	
  Vice	
  President	
  of	
  Sales	
  building	
  both	
  the	
  Inside	
  and	
  Outside	
  Sales	
  teams.	
  	
  He	
  then	
  joined	
  
HealthGrades,	
  Inc.,	
  the	
  leading	
  independent	
  health	
  care	
  ratings	
  company,	
  as	
  Senior	
  Vice	
  
President	
  of	
  Provider	
  Sales	
  in	
  2005.	
  	
  Kirk	
  then	
  rejoined	
  HomeAdvisor	
  in	
  2008	
  as	
  Senior	
  Vice	
  
President	
  and	
  was	
  responsible	
  for	
  new	
  member	
  acquisition	
  for	
  the	
  Service	
  Professional	
  
network.	
  	
  

Prior	
  to	
  his	
  career	
  at	
  HomeAdvisor,	
  Kirk	
  was	
  partner	
  and	
  CEO	
  of	
  The	
  Pinnacle	
  Group, a	
  
corporate training	
  organization	
  that	
  delivered	
  learning	
  programs	
  to	
  Fortune	
  500	
  companies	
  
such	
  as	
  IBM,	
  American	
  Express,	
  AT&T,	
  Charter	
  Communications,	
  and	
  Xcel	
  Energy.	
  	
  He	
  also	
  
served	
  as	
  Vice	
  President	
  of	
  Sales	
  and	
  Marketing	
  for	
  a	
  DuPont	
  building	
  products	
  distributorship.	
  
Kirk	
  received	
  his	
  Bachelor's	
  Degree	
  in	
  Psychology	
  from	
  Kansas	
  State	
  University	
  




                               	
  Brandon	
  Ridenour,	
  CTO/CPO	
  
Brandon	
  Ridenour	
  was	
  appointed	
  Chief	
  Technology	
  Officer/Chief	
  Product	
  Officer	
  of	
  
HomeAdvisor	
  in	
  November	
  of	
  2011.	
  As	
  CTO/CPO,	
  Brandon	
  manages	
  web	
  and	
  mobile	
  product	
  
strategy,	
  product	
  design	
  and	
  development,	
  and	
  technology	
  operations	
  for	
  HomeAdvisor.	
  	
  

Prior	
  to	
  joining	
  HomeAdvisor,	
  Mr.	
  Ridenour	
  was	
  the	
  Senior	
  Vice	
  President	
  of	
  eCommerce	
  at	
  
Nutristystem,	
  Inc.	
  where	
  he	
  drove	
  the	
  redesign	
  for	
  Nurtisystem.com	
  and	
  led	
  Nutrisystem's	
  
expansion	
  into	
  the	
  Canadian	
  marketplace	
  through	
  the	
  creation	
  and	
  launch	
  of	
  Nutrisystem.ca.	
  	
  
Preceding	
  Nutrisystem,	
  Mr.	
  Ridenour	
  worked	
  at	
  Scholastic	
  as	
  the	
  Director	
  of	
  eBusiness	
  
solutions	
  where	
  he	
  focused	
  on	
  strategy	
  development	
  and	
  user	
  experience	
  for	
  Scholastic’s	
  
online	
  properties.	
  	
  
                              	
  Karl	
  Sowa,	
  CMO	
  

Karl	
  Sowa	
  was	
  appointed	
  Chief	
  Marketing	
  Officer	
  of	
  HomeAdvisor	
  in	
  May	
  2012.	
  As	
  CMO,	
  Karl	
  
oversees	
  the	
  branding	
  and	
  marketing	
  efforts	
  for	
  the	
  company.	
  	
  Prior	
  to	
  joining	
  HomeAdvisor,	
  
Karl	
  was	
  the	
  CMO	
  of	
  NetQuote.com	
  where	
  he	
  was	
  part	
  of	
  the	
  management	
  team	
  responsible	
  
for	
  growing	
  and	
  successfully	
  selling	
  the	
  company	
  to	
  Bankrate.	
  	
  Prior	
  to	
  NetQuote,	
  he	
  was	
  
involved	
  with	
  creating	
  and	
  launching	
  online	
  businesses	
  at	
  Teleflora,	
  wwwrrr	
  and	
  Musicland	
  
Group/SamGoody.	
  He	
  started	
  in	
  online	
  marketing	
  and	
  social	
  media	
  back	
  in	
  1996	
  as	
  the	
  7th	
  
employee	
  and	
  head	
  of	
  marketing	
  for	
  GeoCities,	
  which	
  grew	
  to	
  be	
  the	
  4th	
  most	
  visited	
  site	
  on	
  
the	
  Internet	
  during	
  his	
  tenure.	
  Karl	
  has	
  a	
  BS	
  in	
  Industrial	
  Engineering	
  with	
  Academic	
  Honors	
  
from	
  Columbia	
  University,	
  and	
  an	
  MBA	
  from	
  Stanford	
  University.	
  

	
  

	
  

For	
  more	
  information	
  on	
  HomeAdvisor	
  and	
  its	
  services,	
  visit	
  www.HomeAdvisor.com.	
  	
  Home	
  
improvement	
  tips	
  and	
  videos	
  are	
  available	
  by	
  visiting	
  www.Facebook.com/HomeAdvisor,	
  by	
  
following	
  @HomeAdvisor	
  on	
  Twitter	
  and	
  by	
  subscribing	
  to	
  the	
  YouTube	
  channel	
  at	
  
www.YouTube.com/HomeAdvisor.	
  

	
  
For	
  more	
  information,	
  please	
  contact:	
  
Brooke	
  Gabbert,	
  Director	
  of	
  Public	
  Relations	
  and	
  Social	
  Media	
  
303.963.8173	
  
bgabbert@homeadvisor.com	
  
	
  
                                                                                   	
  


                                                                                                              	
  

	
  

                                                      Frequently	
  Asked	
  Questions	
  
Q:	
  What	
  is	
  HomeAdvisor?	
  
A:	
  HomeAdvisor,	
  formerly	
  ServiceMagic,	
  is	
  a	
  leading	
  website	
  and	
  mobile	
  app	
  provider	
  providing	
  connections	
  
to	
  pre-­‐screened	
  service	
  professionals,	
  in	
  addition	
  to	
  offering	
  comprehensive	
  tools	
  and	
  resources	
  for	
  home	
  
improvement,	
  maintenance	
  and	
  repair	
  projects.	
  	
  	
  Harnessing	
  13	
  years	
  of	
  expertise	
  having	
  helped	
  more	
  than	
  
25	
  million	
  people	
  find	
  trusted	
  home	
  service	
  professionals,	
  HomeAdvisor	
  empowers	
  homeowners	
  with	
  the	
  
information	
  and	
  tools	
  necessary	
  to	
  approach	
  all	
  of	
  their	
  home	
  repair	
  and	
  improvement	
  projects	
  with	
  
confidence.	
  	
  All	
  of	
  HomeAdvisor’s	
  tools	
  and	
  resources	
  are	
  free	
  to	
  homeowners.	
  
	
  
Q:	
  What	
  are	
  the	
  tools	
  and	
  resources	
  offered	
  by	
  HomeAdvisor	
  to	
  help	
  homeowners?	
  
A:	
  The	
  tools	
  and	
  offerings	
  include	
  the	
  patented	
  technology	
  of	
  ProFinder,	
  which	
  connects	
  homeowners	
  with	
  
pre-­‐screened	
  service	
  professionals;	
  Pro	
  Reviews,	
  offering	
  trusted,	
  verified	
  reviews	
  of	
  service	
  professionals	
  
from	
  homeowners;	
  Home911,	
  a	
  mobile	
  app	
  to	
  help	
  homeowners	
  with	
  home	
  repair	
  emergencies;	
  and	
  Cost	
  
Guide,	
  a	
  resource	
  for	
  determining	
  the	
  cost	
  of	
  home	
  projects	
  locally	
  and	
  nationally.	
  	
  All	
  of	
  the	
  HomeAdvisor	
  
offerings	
  are	
  designed	
  to	
  easily	
  and	
  efficiently	
  equip	
  homeowners	
  with	
  the	
  information	
  they	
  need	
  to	
  handle	
  
their	
  home	
  projects	
  with	
  confidence.	
  	
  	
  

Q:	
  How	
  does	
  HomeAdvisor	
  ProFinder	
  work?	
  
A:	
  The	
  process	
  is	
  simple.	
  To	
  find	
  the	
  right	
  service	
  professional,	
  homeowners	
  first	
  submit	
  a	
  brief	
  description	
  of	
  
the	
  service	
  needed	
  by	
  answering	
  a	
  series	
  of	
  questions	
  on	
  HomeAdvisor.com.	
  	
  These	
  questions	
  allow	
  the	
  
homeowner	
  to	
  carefully	
  consider	
  all	
  aspects	
  of	
  their	
  project.	
  	
  HomeAdvisor	
  then	
  uses	
  its	
  patented	
  ProFinder	
  
technology	
  to	
  search	
  its	
  network	
  of	
  pre-­‐screened	
  service	
  professionals	
  to	
  match	
  the	
  homeowner	
  with	
  the	
  
most	
  qualified	
  and	
  available	
  local	
  service	
  professionals.	
  	
  As	
  soon	
  as	
  the	
  request	
  is	
  processed,	
  HomeAdvisor	
  
sends	
  the	
  homeowner’s	
  information	
  to	
  up	
  to	
  four	
  pre-­‐screened,	
  local	
  home	
  improvement	
  pros	
  and	
  provides	
  
the	
  homeowner	
  with	
  access	
  to	
  reviews	
  on	
  the	
  professionals	
  from	
  other	
  HomeAdvisor	
  customers.	
  
	
  
Q:	
  How	
  does	
  HomeAdvisor	
  select	
  service	
  providers	
  to	
  be	
  members	
  of	
  its	
  network?	
  
A:	
  HomeAdvisor	
  has	
  it	
  down	
  to	
  a	
  science.	
  	
  HomeAdvisor	
  vets	
  potential	
  service	
  providers	
  via	
  a	
  rigorous	
  
screening	
  process	
  and,	
  in	
  fact,	
  about	
  15%	
  of	
  service	
  professionals	
  who	
  apply	
  are	
  denied	
  access	
  to	
  the	
  network	
  
as	
  they	
  do	
  not	
  meet	
  HomeAdvisor’s	
  high	
  standards.	
  	
  The	
  screening	
  process	
  involves:	
  
*State-­‐Level	
  Trade	
  License	
  Verification:	
  The	
  service	
  professionals	
  must	
  carry	
  required	
  state-­‐level	
  trade	
  
licensing.	
  
*Criminal	
  &	
  Sex	
  Offender	
  Background	
  Check:	
  HomeAdvisor	
  uses	
  third-­‐party	
  data	
  sources	
  to	
  conduct	
  a	
  
criminal	
  search	
  for	
  relevant	
  criminal	
  activity	
  associated	
  with	
  the	
  owner/principal	
  of	
  the	
  business	
  during	
  the	
  
three	
  years	
  prior	
  to	
  their	
  enrollment	
  in	
  the	
  HomeAdvisor	
  network.	
  	
  
*Verification	
  of	
  State	
  Business	
  Filings:	
  For	
  service	
  professionals	
  that	
  are	
  corporations	
  or	
  limited	
  liability	
  
companies,	
  the	
  Company	
  confirms	
  that	
  the	
  business	
  is	
  in	
  good	
  standing	
  in	
  the	
  state	
  in	
  which	
  it	
  is	
  located.	
  
*Bankruptcy,	
  Judgments	
  &	
  Liens	
  Records	
  Check:	
  HomeAdvisor	
  uses	
  third-­‐party	
  data	
  sources	
  to	
  check	
  the	
  
principal/owner	
  of	
  the	
  service	
  professional	
  for	
  bankruptcy	
  filings,	
  liens	
  and	
  significant	
  state-­‐level	
  legal	
  
judgments	
  during	
  the	
  three	
  years	
  prior	
  to	
  their	
  enrollment	
  in	
  the	
  HomeAdvisor	
  network.	
  
*Identity	
  Verification:	
  HomeAdvisor	
  verifies	
  the	
  social	
  security	
  number(s)	
  of	
  the	
  owner/principal	
  for	
  identity	
  
check	
  purposes.	
  This	
  check	
  applies	
  primarily	
  to	
  smaller	
  business	
  entities.	
  	
  
	
  
HomeAdvisor	
  does	
  not	
  screen	
  Canadian	
  Service	
  Professionals.	
  	
  
	
  
Q:	
  What	
  is	
  HomeAdvisor	
  Pro	
  Reviews?	
  
A:	
  HomeAdvisor’s	
  Pro	
  Reviews	
  is	
  an	
  online	
  directory	
  with	
  a	
  database	
  of	
  over	
  1.7	
  million	
  reviews	
  posted	
  by	
  
homeowners.	
  	
  Once	
  a	
  homeowner	
  uses	
  a	
  professional	
  from	
  the	
  HomeAdvisor	
  network	
  they	
  are	
  asked	
  to	
  
complete	
  a	
  survey	
  on	
  the	
  service	
  provider	
  and	
  experience	
  at	
  the	
  end	
  of	
  the	
  project.	
  	
  Only	
  consumers	
  who	
  
have	
  been	
  matched	
  to	
  a	
  particular	
  member	
  service	
  professional	
  through	
  HomeAdvisor	
  can	
  submit	
  ratings	
  and	
  
reviews	
  on	
  that	
  service	
  professional	
  and	
  professionals	
  with	
  consistently	
  poor	
  reviews	
  are	
  removed	
  from	
  the	
  
HomeAdvisor	
  network.	
  	
  

Q:	
  What	
  can	
  I	
  do	
  to	
  make	
  sure	
  I	
  don’t	
  pay	
  too	
  much	
  for	
  my	
  home	
  project?	
  
A:	
  HomeAdvisor’s	
  Cost	
  Guide	
  provides	
  homeowners	
  with	
  comprehensive	
  cost	
  profiles,	
  encompassing	
  
hundreds	
  of	
  project	
  categories	
  in	
  cities	
  coast-­‐to-­‐coast.	
  	
  Cost	
  Guide	
  provides	
  local	
  city,	
  state	
  and	
  national	
  costs	
  
based	
  on	
  600,000	
  cost	
  profiles	
  provided	
  by	
  real	
  homeowners.	
  	
  HomeAdvisor’s	
  Cost	
  Guide	
  helps	
  homeowners	
  
take	
  the	
  guesswork	
  out	
  of	
  budgeting	
  for	
  projects	
  ranging	
  from	
  minor	
  repairs	
  to	
  major	
  renovations.	
  	
  	
  
	
  
Q:	
  What	
  if	
  I	
  have	
  a	
  home	
  repair	
  emergency?	
  
A:	
  Offering	
  24/7	
  support,	
  HomeAdvisor’s	
  Home911	
  mobile	
  app	
  gives	
  homeowners	
  instant	
  access	
  to	
  pre-­‐
screened	
  service	
  professionals	
  who	
  are	
  ready	
  to	
  help	
  with	
  any	
  home	
  repair	
  emergency.	
  	
  	
  Homeowners	
  also	
  
have	
  access	
  to	
  live	
  24/7	
  support	
  with	
  the	
  HomeAdvisor	
  Home911	
  Homeowner	
  Emergency	
  Line	
  and	
  can	
  keep	
  
track	
  of	
  preferred	
  emergency	
  professionals	
  for	
  future	
  use.	
  	
  
	
  
Q:	
  What	
  cities	
  does	
  HomeAdvisor	
  service?	
  
A:	
  HomeAdvisor	
  has	
  screened	
  service	
  professionals	
  in	
  every	
  state	
  in	
  the	
  United	
  States	
  and	
  parts	
  of	
  Canada.	
  
HomeAdvisor	
  operates	
  internationally	
  as	
  123devis.com	
  and	
  Travaux.com	
  in	
  France	
  and	
  servicemagic.co.uk	
  in	
  
the	
  UK.	
  	
  

Q:	
  What	
  is	
  the	
  Limited	
  Service	
  Guarantee?	
  
A:	
  In	
  addition	
  to	
  providing	
  homeowners	
  with	
  all	
  the	
  tools	
  needed	
  to	
  make	
  an	
  educated	
  decision,	
  homeowners	
  
who	
  use	
  HomeAdvisor	
  are	
  backed	
  by	
  a	
  Limited	
  Service	
  Guarantee,	
  which	
  provides	
  assistance	
  in	
  resolving	
  
disputes	
  with	
  service	
  professionals,	
  and	
  limited	
  compensation	
  in	
  certain	
  circumstances.	
  

                                                                                     	
  
                                                                                     	
  
	
  

For	
  more	
  information	
  on	
  HomeAdvisor	
  and	
  its	
  services,	
  visit	
  www.HomeAdvisor.com.	
  	
  Home	
  improvement	
  
tips	
  and	
  videos	
  are	
  available	
  by	
  visiting	
  www.Facebook.com/HomeAdvisor,	
  by	
  following	
  @HomeAdvisor	
  on	
  
Twitter	
  and	
  by	
  subscribing	
  to	
  the	
  YouTube	
  channel	
  at	
  www.YouTube.com/HomeAdvisor.	
  

	
  
For	
  more	
  information,	
  please	
  contact:	
  
Brooke	
  Gabbert,	
  Director	
  of	
  Public	
  Relations	
  and	
  Social	
  Media	
  
303.963.8173	
  
bgabbert@homeadvisor.com	
  
                                                                                     	
  
                                                                               Homeowner	
  Fast	
  Facts	
  and	
  Insights	
  
         •        Overall,	
  the	
  majority	
  (75%)	
  of	
  U.S.	
  adult	
  homeowners	
  indicate	
  that	
  they	
  would	
  like	
  to	
  do	
  a	
  home	
  improvement	
  project	
  in	
  
                  2013.	
  Of	
  these:	
  	
  
                         o Half	
  (49%)	
  of	
  homeowners	
  who	
  would	
  like	
  to	
  do	
  any	
  home	
  improvement	
  projects	
  in	
  2013	
  rank	
  general	
  upgrades	
  
                                 like	
  fresh	
  paint	
  and	
  fresh	
  carpet	
  in	
  their	
  top	
  3.	
  
                         o One-­‐third	
  (33%)	
  of	
  homeowners	
  who	
  would	
  like	
  to	
  do	
  any	
  home	
  improvement	
  projects	
  in	
  2013	
  rank	
  landscaping	
  
                                 (e.g.,	
  new	
  trees,	
  shrubs,	
  flowers)	
  in	
  their	
  top	
  3.	
  
                         o More	
  than	
  one-­‐quarter	
  (26%)	
  of	
  homeowners	
  who	
  would	
  like	
  to	
  do	
  home	
  improvement	
  projects	
  in	
  2013	
  rank	
  
                                 kitchen	
  remodel	
  in	
  their	
  top	
  3.	
  
                                 	
  
         •        Fourteen	
  percent	
  of	
  U.S.	
  homeowners	
  admit	
  they	
  engage	
  in	
  home	
  improvement	
  projects	
  as	
  a	
  way	
  to	
  keep	
  up	
  with	
  and/or	
  
                  compete	
  with	
  their	
  neighbors.	
  
                  	
  
         •        One	
  in	
  three	
  U.S.	
  homeowners	
  do	
  not	
  know	
  how	
  much	
  home	
  improvement	
  projects	
  such	
  as	
  remodeling	
  or	
  updating	
  and/or	
  
                  upgrading	
  generally	
  cost.	
  
                  	
  
         •        More	
  than	
  two	
  in	
  five	
  (42%)	
  U.S.	
  homeowners	
  say	
  they	
  don’t	
  know	
  how	
  much	
  emergency	
  home	
  repairs	
  will	
  cost	
  to	
  fix.	
  
                  	
  
         •        Almost	
  half	
  (47%)	
  U.S.	
  homeowners	
  say	
  they	
  would	
  not	
  know	
  how	
  to	
  handle	
  most	
  home	
  repair	
  emergencies	
  on	
  my	
  own.	
  
                  	
  
         •        70%	
  of	
  U.S.	
  homeowners	
  say	
  they	
  continuously	
  stay	
  on	
  top	
  of	
  home	
  maintenance	
  projects	
  in	
  order	
  to	
  maintain	
  or	
  increase	
  
                  the	
  value	
  of	
  their	
  home.	
  
                         o Those	
  aged	
  55+	
  (80%)	
  are	
  significantly	
  more	
  likely	
  to	
  agree	
  with	
  this	
  statement	
  than	
  any	
  other	
  age	
  group	
  [18-­‐34	
  
                                 (54%),	
  35-­‐44	
  (66%),	
  45-­‐54	
  (64%)].	
  
                  	
  
         •        One	
  in	
  three	
  U.S.	
  homeowners	
  say	
  they	
  do	
  not	
  know	
  of	
  reputable	
  service	
  providers	
  to	
  call	
  in	
  the	
  event	
  of	
  a	
  home	
  repair	
  
                  emergency	
  (e.g.,	
  roof	
  caves	
  in,	
  basement	
  floods)	
  or	
  for	
  a	
  home	
  improvement	
  project.	
  
	
  
         •        When	
  considering	
  what	
  to	
  look	
  for	
  when	
  hiring	
  a	
  provider/contractor,	
  homeowners	
  who	
  have	
  ever	
  considered	
  hiring	
  a	
  
                  home	
  improvement	
  service	
  provider	
  or	
  contractor	
  cite:	
  
                         o 71%	
  cite	
  reviews	
  from	
  other	
  home	
  owners	
  	
  
                         o 63%	
  cite	
  looking	
  at	
  past	
  projects	
  and/or	
  previous	
  work	
  of	
  the	
  provider	
  	
  
                         o 47%	
  cite	
  that	
  having	
  had	
  a	
  background	
  check	
  and/or	
  has	
  been	
  pre-­‐screened	
  	
  
                             	
  
         •        The	
  majority	
  (83%)	
  of	
  U.S.	
  adult	
  homeowners	
  indicate	
  that	
  they	
  have	
  concerns	
  with	
  hiring	
  a	
  service	
  provider	
  or	
  contractor.	
  
                         o More	
  than	
  half	
  (57%)	
  of	
  homeowners	
  cite	
  that	
  the	
  project	
  will	
  end	
  up	
  costing	
  more	
  than	
  the	
  quoted	
  estimate	
  
                         o 43%	
  of	
  homeowners	
  cite	
  the	
  end	
  result	
  not	
  being	
  satisfactory	
  	
  
                         o 41%	
  of	
  homeowners	
  cite	
  trusting	
  a	
  stranger	
  in	
  their	
  home	
  as	
  a	
  concern	
  	
  
                         o 37%	
  of	
  homeowners	
  cite	
  the	
  project	
  taking	
  longer	
  than	
  quoted	
  	
  
                         o 20%	
  of	
  homeowners	
  cite	
  not	
  knowing	
  the	
  cost	
  for	
  the	
  project	
  as	
  a	
  concern	
  	
  
                         o 13%	
  of	
  homeowners	
  cite	
  not	
  knowing	
  how	
  to	
  find	
  a	
  reputable	
  contractor	
  	
  
	
  
         •        40%	
  of	
  homeowners	
  who	
  have	
  ever	
  done	
  a	
  home	
  renovation	
  and/or	
  improvement	
  project	
  say	
  they	
  have	
  experienced	
  
                  increased	
  stress	
  as	
  a	
  result.	
  
                       o 22%	
  of	
  homeowners	
  who	
  have	
  ever	
  done	
  a	
  home	
  renovation	
  and/or	
  improvement	
  project	
  say	
  they	
  have	
  
                                experienced	
  increased	
  tension	
  with	
  their	
  spouse	
  or	
  a	
  loved	
  one	
  that	
  they	
  live	
  with	
  as	
  a	
  result.	
  
                       o 13%	
  of	
  homeowners	
  who	
  have	
  ever	
  done	
  a	
  home	
  renovation	
  and/or	
  improvement	
  project	
  say	
  they	
  have	
  
                                experienced	
  loss	
  of	
  sleep	
  as	
  a	
  result.	
  

*This	
  survey	
  was	
  conducted	
  online	
  within	
  the	
  United	
  States	
  between	
  August	
  8	
  -­‐	
  10,	
  2012	
  among	
  2,252	
  adults	
  age	
  18+,	
  of	
  whom	
  1,431	
  were	
  identified	
  as	
  homeowners,	
  by	
  Harris	
  Interactive	
  on	
  
behalf	
  of	
  HomeAdvisor	
  via	
  its	
  Quick	
  Query	
  omnibus	
  product.	
  Figures	
  for	
  age,	
  sex,	
  race/ethnicity,	
  education,	
  region	
  and	
  household	
  income	
  were	
  weighted	
  where	
  necessary	
  to	
  bring	
  them	
  into	
  
line	
  with	
  their	
  actual	
  proportions	
  in	
  the	
  population.	
  Propensity	
  score	
  weighting	
  was	
  used	
  to	
  adjust	
  for	
  respondents’	
  propensity	
  to	
  be	
  online.

				
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