Best Marketing Software for General Contractors
Own your marketing and leads instead of renting them from directories
We compared the top marketing platforms for general contractors based on lead generation, project portfolios, local SEO, and overall value. Whether you are a solo contractor or running a crew of 20, this guide helps you choose the right platform to grow your remodeling and construction business.
Why General Contractors Need Marketing Software in 2026
The way homeowners find and hire contractors has fundamentally changed. Before reaching out, they search Google Maps for nearby contractors, scroll through before/after project photos, read reviews from past clients, and compare multiple bids. If your online presence is weak, outdated, or non-existent, you are losing remodeling jobs to competitors who invested in their digital marketing.
But here is the problem: the traditional marketing options for contractors are either expensive agency retainers, pay-per-lead directories that sell the same lead to five competitors, or project management tools that have zero marketing capabilities. Most contractors end up cobbling together three or four different platforms, paying $1,000+ per month total, and still do not own their website, their leads, or their content.
The Hidden Costs of Traditional Contractor Marketing
Most marketing platforms have pricing models that seem straightforward until you experience them firsthand:
- Pay-Per-Lead Models: HomeAdvisor/Angi charges $15-100+ per lead depending on project type. Kitchen remodel leads can cost $50-100 each, and the same lead is sent to 3-5 competing contractors. You pay whether or not you close the job.
- Marketplace Dependency: Houzz Pro charges $149-999/month for access to their marketplace. Your profile, reviews, and portfolio live on their domain. Stop paying and you disappear entirely.
- Agency Retainers: Scorpion and similar agencies charge $1,500-5,000+ monthly with 12-month contracts. Cancel early and you lose your website, content, and all SEO equity you built.
- Per-User Pricing: Buildertrend charges $499-799/month and adds per-user costs. A crew of five needing access can push monthly costs well past $1,000 for what is primarily a project management tool with no marketing.
- Agency Markup: Traditional agencies mark up ad spend 20-50%, meaning $1,000 in Google Ads costs you $1,200-1,500 through the agency.
A solo contractor or small crew can easily spend $12,000-$60,000 annually on these platforms and have nothing to show for it if they cancel. Meanwhile, they are dependent on agencies to update their website, change their ad budget, or respond to leads that came in over the weekend.
What to Look for in Contractor Marketing Software
When evaluating marketing platforms for your contracting business, prioritize these critical factors:
- Website Ownership: Do you own your website and can you take it with you if you cancel? Or does the vendor keep it?
- Project Portfolio: Can you showcase completed work with before/after galleries that convert homeowners?
- Local SEO: Does it optimize your Google Business Profile and local search rankings for your service area?
- Lead Management: Can you track leads, automate follow-ups, and measure which marketing channels drive real jobs?
- Pricing Model: Flat-rate monthly fee vs pay-per-lead or expensive retainers? Per-user pricing or unlimited team access?
- Speed to Lead: When a homeowner fills out a form at 8 PM, does the platform respond instantly or does the lead sit until Monday morning?
The best contractor marketing software gives you complete control, transparent pricing, and ownership of your assets. You should be building your contracting business, not building the marketing agency's portfolio.
Compare the Top Options
We've evaluated each platform based on features, pricing, ease of use, and suitability for Contractors businesses.
FlashCrafter
Complete growth engine for solo contractors and small crews. Professional website, CRM, local SEO, and Google Ads management in one platform. Own your website and leads instead of paying per-lead on directories.
Starting at
$199/mo
Best For
Solo contractors and small crews who want to own their marketing and leads without expensive agency lock-in
Pros
- Own your website and leads (no pay-per-lead model)
- Complete marketing system: website + CRM + SEO + ads
- AI-powered lead follow-up ensures 24/7 response to homeowner inquiries
Cons
- Newer platform compared to established construction software
- Best suited for solo contractors and small crews (not enterprise GCs)
Buildertrend
Construction-specific project management platform with built-in CRM, scheduling, and customer communication tools. Strong on operations but limited marketing features.
Starting at
$499-799/mo
Best For
Mid-to-large contractors focused on project management who already have a marketing solution in place
Pros
- Comprehensive construction project management
- Client portal for project updates and communication
- Integrated scheduling and financial tracking
Cons
- No website builder or SEO capabilities whatsoever
- Higher price point makes it prohibitive for smaller contractors
Houzz Pro
Design and build platform connecting contractors with homeowners. Offers lead generation through the Houzz marketplace, project management, and a professional profile for portfolio showcase.
Starting at
$149-999/mo
Best For
Design-build contractors and remodelers targeting upscale renovation projects who want marketplace visibility
Pros
- Access to Houzz marketplace with millions of homeowners
- Professional portfolio showcase with high-quality project photos
- Lead generation from renovation-focused audience
Cons
- Leads shared with competing contractors in your area
- No SEO tools for your own website or Google presence
Scorpion
Full-service digital marketing agency specializing in home services. Offers website design, SEO, PPC, and social media management with dedicated account teams. Premium pricing with long-term commitments.
Starting at
$1,500-5,000+/mo
Best For
Large contracting companies with $50,000+ annual marketing budgets who want full-service agency management
Pros
- Done-for-you marketing services (fully managed)
- Dedicated account management and marketing team
- Professional website design with project galleries
Cons
- Very expensive monthly retainer ($18,000-60,000+ annually)
- Long-term contracts often required (12 months typical)
HomeAdvisor Pro
Lead generation marketplace connecting contractors with homeowners seeking project quotes. Part of the Angi network. Pay-per-lead model with varying quality and high competition.
Starting at
$15-100+ per lead
Best For
Contractors who need immediate lead flow and are willing to compete on price and response time
Pros
- Immediate access to homeowner leads in your area
- Large pool of renovation and home improvement project requests
- Background check badge builds consumer credibility
Cons
- Pay-per-lead model gets expensive fast ($50-100+ for remodeling leads)
- Leads often shared with 3-5 competing contractors simultaneously
In-Depth Reviews
FlashCrafter: Own Your Marketing, Own Your Leads
FlashCrafter takes a fundamentally different approach to contractor marketing. Instead of renting you leads from directories or locking you into expensive agency contracts, FlashCrafter gives you complete ownership of your marketing infrastructure for a flat $199/month.
You get a professional contractor website with hand-coded design (no cookie-cutter templates), a fully configured CRM for lead management, local SEO optimization to dominate Google Maps in your service area, and Google Ads management. The project portfolio and before/after gallery features are specifically built for contractors who need to showcase remodeling and construction work. Everything is included with no hidden fees or per-user charges.
The AI-powered lead follow-up is particularly valuable for busy contractors who are on the job site all day. When a homeowner fills out your contact form at 7 PM asking about a kitchen remodel, FlashCrafter instantly responds, qualifies the lead, and can book a consultation on your calendar. You never lose a job to the competitor who simply responded faster while you were swinging a hammer.
Compare this to HomeAdvisor's $50-100 per remodeling lead (shared with four other contractors), or Scorpion's $1,500-5,000/month with a 12-month contract. FlashCrafter delivers the same services at a fraction of the cost, with zero lock-in and complete ownership of your website, content, and leads.
For solo contractors and small crews, FlashCrafter is the smartest marketing investment you can make. You are building YOUR asset, not renting someone else's platform presence.
Buildertrend: Powerful Project Management, Zero Marketing
Buildertrend is the gold standard for construction project management. The platform excels at scheduling, budgeting, change orders, client communication portals, and subcontractor coordination. If you are running multiple active job sites and need to keep everything organized, Buildertrend delivers.
However, Buildertrend is not a marketing platform in any meaningful sense. It has no website builder, no SEO tools, no Google Ads management, no Google Business Profile optimization, and no lead generation features. The CRM is oriented toward managing existing clients through the construction process, not attracting new ones from Google search.
The pricing is also steep for smaller operations. At $499-799/month with additional per-user costs, a three-person crew could be paying $600-900/month for project management alone. That is $7,200-10,800 annually before you spend a dollar on marketing.
Buildertrend makes sense for established contractors with 10+ active projects who need serious operational software. But you will still need a separate marketing platform to generate leads and build your online presence. Many Buildertrend users pair it with a dedicated marketing tool like FlashCrafter for the best of both worlds.
Houzz Pro: Marketplace Visibility with Platform Lock-in
Houzz Pro connects contractors with homeowners who are actively browsing renovation ideas on the Houzz marketplace. The visual nature of the platform makes it particularly strong for design-build contractors, kitchen and bath remodelers, and anyone whose work photographs well. The 3D room visualization tools can help close design-focused projects.
The core problem with Houzz Pro is platform dependency. Your entire online presence lives on the Houzz domain. Your portfolio, your reviews, your project photos, your client relationships are all hosted on their marketplace. If you stop paying, you lose all of it. You have spent years building the Houzz marketplace's value, not your own.
Lead quality is also a mixed bag. The basic tier ($149/month) provides limited marketplace visibility. Premium leads that actually convert require the top tier at $999/month, and even then, leads are shared with multiple contractors in your area. You are competing on Houzz's terms, not yours.
Houzz Pro is worth considering as a supplemental lead source for design-build contractors working on high-end projects. But relying on it as your primary marketing channel is risky. You need to own your digital presence outside of any single marketplace.
HomeAdvisor Pro (Angi): Pay-Per-Lead with Diminishing Returns
HomeAdvisor Pro (now part of the Angi network) is the most well-known lead generation marketplace for contractors. The model is simple: homeowners submit project requests, HomeAdvisor matches them with local contractors, and you pay per lead. The background check badge adds credibility, and geographic targeting lets you focus on your service area.
The fundamental problem is the pay-per-lead economics. Remodeling leads cost $50-100+ each, and every lead is sold to 3-5 competing contractors simultaneously. At that price, you need to close 1 in 5 leads just to break even on lead costs. Many contractors report that lead quality has declined significantly, with a high percentage of price-shoppers and tire-kickers who never respond after the initial inquiry.
HomeAdvisor also provides zero marketing infrastructure. No website, no SEO, no Google Business Profile optimization, no CRM. It is purely a lead faucet that you turn on and off with money. The moment you stop paying, leads stop entirely. You have built nothing lasting.
HomeAdvisor can be useful as a supplemental lead source for new contractors who need immediate pipeline. But the math rarely works long-term for remodeling contractors. Investing the same monthly spend into owned marketing assets (website, SEO, Google Ads) typically delivers better ROI within 3-6 months.
Scorpion: Enterprise Agency at Enterprise Prices
Scorpion is a full-service digital marketing agency that handles everything for you. Custom website design, SEO, Google Ads, social media, content creation, and dedicated account management. The results can be impressive for contractors who can afford the investment and want a completely hands-off marketing experience.
The catch is the price: $1,500-5,000+ per month with 12-month contracts typical. That is $18,000-60,000+ annually. Scorpion also retains ownership of your website and all marketing assets. If you cancel after two years and $50,000+ in payments, you lose your website, your content, your SEO rankings, and you start over from scratch.
The agency model also creates bottlenecks. Need to update your project gallery with last week's kitchen remodel? Submit a ticket and wait. Want to adjust your ad budget for the busy spring season? Email your account manager. You are paying premium prices for convenience, but that convenience comes with a loss of agility.
Scorpion is best suited for large contracting companies with 20+ employees, $50,000+ annual marketing budgets, and high-value commercial projects. For solo contractors and small residential crews, the cost is prohibitive and the lock-in is dangerous.
Feature Comparison
See how each platform stacks up across key features.
| Feature | RecommendedFlashCrafter | Buildertrend | Houzz Pro | HomeAdvisor Pro | Scorpion |
|---|---|---|---|---|---|
Website Included Professional website design and hosting | Profile only | Profile only | Agency-built | ||
Own Your Website Keep your website if you cancel (no vendor lock-in) | N/A | ||||
Project Portfolio Showcase completed projects with photos and details | Basic | ||||
Before/After Galleries Display renovation transformations side by side | |||||
CRM / Lead Management Track and manage homeowner leads and communications | |||||
Google Ads Management PPC campaign creation and optimization | |||||
Local SEO Optimization Google Business Profile and local search ranking | |||||
Google Business Profile GBP optimization and post scheduling | |||||
Reputation Management Automated review requests and monitoring | |||||
AI Lead Follow-up Automated AI-powered lead nurturing 24/7 | |||||
Project Management Construction project scheduling and tracking | Basic | ||||
Estimating Tools Job estimating and proposal generation | |||||
Subcontractor Management Coordinate subcontractors and trade partners | Basic | ||||
Pricing Model How you pay for the service | Flat fee | Per user/mo | Tiered monthly | Pay-per-lead | Monthly retainer |
Contract Lock-in Minimum contract term required | None | None | None | None | 12 months |
No Per-Lead Fees Predictable monthly pricing with no lead surcharges | Varies |
Pricing Breakdown: What You Actually Pay
Understanding the true cost of contractor marketing software requires looking at total investment over 12 months, including contracts, per-user fees, per-lead costs, and what you lose if you cancel.
Budget-Friendly ($50-199/mo)
FlashCrafter ($199/mo) provides a complete marketing platform including website, CRM, SEO, and Google Ads management. Best value for solo contractors and small crews who need marketing, not just project management.
12-Month Investment: $2,388 (own everything)
Marketplace ($149-999/mo)
Houzz Pro gives you marketplace visibility and design tools. Effective for design-build contractors but creates total platform dependency. Premium leads require the highest tier.
12-Month Investment: $1,788-11,988 (own nothing)
Pay-Per-Lead ($500-2,000+/mo)
HomeAdvisor/Angi lead costs vary by project type and location. Kitchen remodel leads run $50-100+ each, shared with 3-5 competitors. Costs are unpredictable and you own nothing.
12-Month Investment: $6,000-24,000+ (zero assets built)
Project Management ($499-799/mo)
Buildertrend excels at construction operations but has zero marketing features. Per-user pricing adds up. You still need a separate marketing platform on top of this cost.
12-Month Investment: $5,988-9,588+ (no marketing included)
Enterprise Agency ($1,500-5,000+/mo)
Scorpion provides white-glove service for established contractors. Requires 12-month commitment minimum. You lose all marketing assets (website, content, SEO rankings) upon cancellation. Additional agency markup on ad spend.
12-Month Investment: $18,000-60,000+ (lose everything if you cancel)
Best Value Analysis
FlashCrafter delivers $1,500+ in setup value (professional website + CRM configuration) plus ongoing website, CRM, SEO, and ads management for just $199/month with zero contracts. You own everything. Cancel anytime and keep your website, content, and all your leads.
Which Platform Fits Your Contracting Business?
The right marketing software depends on your business size, budget, and growth goals. Here is how each platform fits different contractor profiles.
Solo Contractor (1 Person, Under $500K Revenue)
You handle everything: sales, estimating, managing subs, and doing finish work yourself. Your biggest marketing challenge is finding consistent leads without spending hours on the phone or paying hundreds per lead. You need marketing that works while you are on the job site.
Best Choice: FlashCrafter
At $199/month with AI lead follow-up handling inquiries 24/7, you get enterprise marketing on a solo budget. No per-user fees, no contracts, and the platform responds to leads while you work.
Avoid: Scorpion, Buildertrend
Scorpion's $1,500+ monthly retainer is overkill for solo operations. Buildertrend's project management focus and $499+ pricing do not solve your lead generation problem.
Small Crew (2-5 People, $500K-$1.5M Revenue)
You have a small team and are running 3-8 active projects at once. You need consistent lead flow to keep the crew busy, a CRM to track prospects through the sales process, and a professional website that showcases your best work. Every slow week costs you real payroll money.
Best Choice: FlashCrafter
Complete marketing stack with no per-user fees means your entire crew can access the CRM. Portfolio features showcase your work, local SEO keeps you visible, and you own everything you build.
Consider: Houzz Pro (supplemental)
If you do design-build work, Houzz Pro's marketplace can supplement your owned marketing with additional leads. But do not rely on it as your primary channel.
Multi-Crew Operation (10+ People, $2M+ Revenue)
You are running multiple crews across different project types. Operations management is critical, but so is maintaining a steady pipeline of high-value projects. You have the budget for professional marketing but want accountability and ROI tracking.
Best Choice: FlashCrafter + Buildertrend
Use FlashCrafter for marketing (website, SEO, ads, lead management) and Buildertrend for project operations (scheduling, budgets, subs). Two best-in-class tools at a combined cost still below Scorpion's retainer.
Alternative: Scorpion (if budget allows)
Scorpion works for large operations that want full-service agency management and have $50,000+ annual marketing budgets. But know that you sacrifice ownership and control for convenience.
Integration Comparison: What Connects With What
Contractors need tools that work together. Here is how each platform connects with the services you already use.
Estimating & Proposals
- Buildertrend: Built-in estimating with takeoff tools
- Houzz Pro: Integrated estimate builder
- FlashCrafter: Connects with popular estimating tools
- Scorpion: No estimating features
- HomeAdvisor: No estimating features
Scheduling & Calendar
- FlashCrafter: Built-in scheduling with AI booking
- Buildertrend: Advanced Gantt chart scheduling
- Houzz Pro: Basic project timeline
- Scorpion: No scheduling
- HomeAdvisor: No scheduling
Accounting & Payments
- Buildertrend: QuickBooks integration, invoicing
- FlashCrafter: Built-in payment processing
- Houzz Pro: Basic invoicing
- Scorpion: No payment features
- HomeAdvisor: No payment features
Google Business Profile
- FlashCrafter: Full GBP optimization + post scheduling
- Scorpion: GBP management included
- Buildertrend: No GBP features
- Houzz Pro: No GBP features
- HomeAdvisor: No GBP features
Review Generation
- FlashCrafter: Automated review requests via SMS/email
- Buildertrend: Basic review collection
- Houzz Pro: Platform reviews (Houzz only)
- Scorpion: Review management included
- HomeAdvisor: Platform reviews only
Lead Response Speed
- FlashCrafter: Instant AI response (24/7, under 60 seconds)
- Scorpion: Business hours response
- Buildertrend: Manual follow-up required
- Houzz Pro: Manual follow-up required
- HomeAdvisor: Lead notification only
FlashCrafter is the best marketing software for general contractors who want results without agency fees
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Frequently Asked Questions
Do I own my website if I use FlashCrafter?
Yes, you own your website completely. FlashCrafter builds your contractor site with professional hand-coded design and you retain full ownership. If you cancel, your website stays live and you keep everything, including your project portfolio, before/after galleries, and all content. This is fundamentally different from Scorpion, Houzz Pro, or HomeAdvisor where you lose your online presence if you stop paying.
How does FlashCrafter compare to HomeAdvisor pay-per-lead pricing?
HomeAdvisor charges $15-100+ per lead depending on project type, and those are shared leads sent to 3-5 competing contractors. FlashCrafter charges a flat $199/month and every lead that comes through your website is exclusively yours. If you get just 2-3 quality remodeling leads per month, FlashCrafter has already paid for itself compared to pay-per-lead models, and you own the marketing assets generating those leads.
Can I cancel FlashCrafter anytime or am I locked into a contract?
You can cancel anytime with zero penalties. FlashCrafter has no contracts, no lock-in, and no cancellation fees. Your website stays live even if you cancel because you own it. Compare this to Scorpion which requires 12-month contracts and takes your website if you leave.
Is FlashCrafter suitable for solo contractors or only for larger companies?
FlashCrafter is specifically designed for solo contractors and small crews. The pricing ($199/month) is affordable for solo practitioners, there are no per-user fees so your whole team can access the CRM, and the AI lead follow-up handles inquiries while you are on the job site. If you are a solo contractor competing against larger companies with bigger marketing budgets, FlashCrafter levels the playing field.
Do I still need Buildertrend if I use FlashCrafter?
It depends on your operation size. FlashCrafter handles all your marketing needs (website, SEO, ads, CRM, lead management). For solo contractors and small crews, FlashCrafter's built-in CRM and scheduling may be sufficient. Larger operations running 10+ active projects simultaneously may benefit from adding Buildertrend for advanced project management (Gantt scheduling, change orders, subcontractor coordination). The two platforms complement each other well.
What happens to my leads and client data if I cancel?
You own all your leads and client data. FlashCrafter makes it easy to export your CRM data, contacts, project history, and client communications. You can take your data with you to any other platform if you decide to cancel. This is YOUR business asset, not ours.
How long does it take to see results from FlashCrafter?
Most contractors start receiving leads within the first 2-4 weeks through Google Ads and direct website inquiries. Local SEO results (Google Maps rankings) typically start improving within 60-90 days. By month three, most contractors report a consistent pipeline of qualified remodeling and construction leads. The AI lead follow-up ensures you never miss an opportunity, even during your busiest weeks on the job site.
Ready to Grow Your Contracting Business?
Join hundreds of general contractors who have taken control of their marketing with FlashCrafter. Start for just $199/month with zero contracts and complete ownership of your website, portfolio, and leads.
No contracts • Cancel anytime • Own your website