Organic Growth Opportunities

This play creates thousands of high-intent landing pages answering what it costs to hire a specific home service professional in a specific city. These pages capture users at the final stage of their research, right before they are ready to spend money and seek quotes.

Example Keywords

• "roof replacement cost phoenix"
• "electrician hourly rate denver"
• "gutter cleaning prices chicago"
• "average cost to install vinyl siding in dallas"

Rationale

Cost is a primary driver in a homeowner's decision to start a project. By providing hyper-local, data-backed cost estimates, Porch can intercept high-commercial-intent searches that competitors like Angi and Thumbtack target with more generic national averages.

Topical Authority

Porch already ranks for a handful of generic 'cost-to' pages, indicating that Google sees the domain as a valid source for project cost information. This play dramatically scales that existing authority across every service and city, leveraging proprietary data to build an unbeatable E-E-A-T signal.

Internal Data Sources

The core of this play is leveraging Porch's aggregated and anonymized bid data from millions of quotes submitted by professionals on the platform. AirOps can use this unique data source to generate median, 25th, and 75th percentile pricing for each service in each city, creating content far more accurate and trustworthy than competitor articles based on surveys or scraped data.

Estimated Number of Pages

150,000+ (250 services x 600+ US cities)

This strategy involves creating static pages that calculate the projected resale value lift and net equity gain for specific home improvement projects in every major metro area. It targets homeowners in the planning phase, helping them justify large project expenditures with hard data.

Example Keywords

• "kitchen remodel roi charlotte"
• "does adding a deck increase home value denver"
• "vinyl siding payback period phoenix"
• "best home improvements for resale value in austin"

Rationale

Homeowners often view large projects as investments. By answering the critical 'Will it pay off?' question with localized data, Porch can attract users who are making financially significant decisions and guide them toward qualified local pros who can deliver that ROI.

Topical Authority

While Porch has authority in connecting users with pros, it has a gap in content around the financial implications of home improvement. This play establishes Porch as an authority not just on execution, but on the strategic value of renovations, a topic competitors only cover with generic national data from third parties.

Internal Data Sources

This play's unique advantage comes from fusing two data sources via AirOps: 1) Porch's internal bid ledger to establish the true, local median project cost (the 'Cost' in ROI). 2) A partnership feed with MLS data (like Zillow/Redfin APIs) to analyze post-renovation home sale price deltas, providing the 'Value' side of the equation. This combination is nearly impossible for competitors to replicate.

Estimated Number of Pages

80,000+ (200 projects x 400 metro areas)

This play generates data-driven pages that answer 'How long will this project take?' and 'How long is the wait to book a pro?' for every service in every city. It addresses a critical user pain point that is almost entirely underserved in search results today.

Example Keywords

• "how long does attic insulation take atlanta"
• "plumber wait time portland"
• "average remodel timeline seattle 2024"
• "earliest a roofer can start in houston"

Rationale

After cost, project timeline is the most important factor for homeowners. Existing search results are filled with low-quality forum answers. By providing data-backed timelines from actual completed jobs, Porch can capture a massive, frustrated audience and build immense trust.

Topical Authority

This is a completely new area of topical authority for Porch. By being the first to answer these questions at scale with real data, they can own the 'project timeline' niche, demonstrating a level of operational insight that competitors who are simple directories cannot match.

Internal Data Sources

AirOps would process Porch's vast, anonymized historical job logs. By analyzing the timestamps between 'job accepted,' 'work started,' and 'job completed' for millions of projects, AirOps can generate highly accurate median completion times. This can be combined with the real-time pro availability API to also state the current booking lead time.

Estimated Number of Pages

88,000+ (220 services x 400 metros)

This play creates granular relocation guides for specific neighborhoods within large cities, going far beyond generic city guides. It provides unique, data-driven insights for home buyers derived from Porch's proprietary home inspection data.

Example Keywords

• "moving to capitol hill seattle guide"
• "best neighborhoods in raleigh for families"
• "common home inspection issues in south austin"
• "what to know before buying in bucktown chicago"

Rationale

Home buyers perform extensive research at the neighborhood level. While Porch has some city-level moving content, this play targets a much more specific, high-intent audience by providing unique data points (like common repair issues) that no real estate portal or competitor offers.

Topical Authority

Porch can build unparalleled authority as a home-buyer resource. Leveraging data from its network of 11,000+ home inspectors allows Porch to offer true 'insider information' on the housing stock of a neighborhood, establishing E-E-A-T that is impossible to fake.

Internal Data Sources

The key differentiator is using de-identified data from Porch's home inspection software partners. AirOps can generate insights like '35% of homes in this neighborhood inspected last year had foundation issues' or 'The average pre-sale repair quote in this area is $4,200.' This provides immense value to potential buyers and naturally funnels them to Porch's network of repair professionals.

Estimated Number of Pages

2,000+ (Covering top neighborhoods in the 50 largest US metro areas)

This play creates a comprehensive resource for building Accessory Dwelling Units (ADUs) at the county level, where zoning is actually enforced. These pages combine local regulations, costs, and timelines into a one-stop guide for homeowners.

Example Keywords

• "adu requirements travis county texas"
• "granny flat cost orange county ca"
• "detached garage zoning king county wa"
• "how to build an in-law suite in cook county"

Rationale

The ADU movement is booming due to housing shortages, but the regulations are complex and vary by county. Homeowners are desperately searching for clear, actionable information. By providing this at scale, Porch can capture high-value users planning projects worth tens or hundreds of thousands of dollars.

Topical Authority

This is a greenfield opportunity to become the national authority on ADU construction. Competitors have generic blog posts, but none have created a scaled, county-by-county database of rules and costs. This establishes Porch as an expert in a lucrative and growing construction niche.

Internal Data Sources

AirOps would integrate an external building permit/zoning API to pull county-specific rules (setbacks, height limits, etc.). This is then merged with Porch's internal data on historical ADU project costs and permit approval timelines sourced from its pro and inspector networks. The result is a uniquely comprehensive planning tool.

Estimated Number of Pages

4,000+ (Covering 4 ADU types across 1,000 populous US counties)

Improvements Summary

Consolidate fragmented Porch Pro pages, optimize for high-opportunity keywords, and build out supporting content hubs. Streamline internal linking, add media assets, and implement technical SEO fixes to improve rankings and conversions.

Improvements Details

Merge sub-domain and sub-folder pages into a single /pro hub, targeting keywords like 'porch pro', 'porch leads', and 'porch pro login'. Expand /pro with distinct H2 sections, competitor comparisons, and schema markup. Launch new supporting pages for login help, pricing, reviews, and service area setup, while adding explainer videos, downloadable resources, and a monthly success story blog series. Strengthen internal links from high-authority pages and support articles, and address on-page SEO, meta descriptions, and Core Web Vitals.

Improvements Rationale

Consolidating content and authority addresses current fragmentation, helping to move key terms from page 2 to page 1. Targeted keyword optimization and expanded topical coverage will capture more search traffic and improve user experience. Clearer funnels and login support are expected to increase sign-ups, while technical improvements and link building will further support ranking gains.