Organic Growth Opportunities

Create hyper-local guides detailing the return on investment for various home improvement projects at the ZIP code level. This play captures high-intent homeowners and sellers by providing financial data far more granular than national averages.

Example Keywords

• “does a pool add value 78209”
• “deck resale value 98115”
• “garage conversion roi 11215”
• “kitchen remodel ROI in [ZIP Code]”

Rationale

Zillow and Redfin publish broad national ROI averages, but no one provides this data at a ZIP code level. Buyers and sellers obsess over resale value right before hiring contractors or listing their homes, making this a perfect moment to capture them with highly relevant, data-driven content.

Topical Authority

Porch has scattered cost pages but zero ROI-focused content. This play establishes a net-new, defensible footprint by leveraging proprietary cost data and public sales data, piggybacking on existing cost-related authority to build a new pillar of financial expertise.

Internal Data Sources

Use an integration with ATTOM & MLS sold-price APIs to calculate the before/after value delta of remodeled homes. Validate the 'spend' side of the ROI equation with Porch's internal database of recorded pro invoices and project quotes.

Estimated Number of Pages

375,000+ (50 project types × 7,500 populated ZIP codes)

Develop scorecard pages that rank the best professionals for specific trades within individual city neighborhoods, going beyond generic city-wide lists. This strategy targets hyper-local, high-intent searchers with unique data points like job speed and availability.

Example Keywords

• “best electrician capitol hill seattle”
• “top plumbers wicker park chicago cost”
• “handyman near downtown austin reviews”
• “next-day plumber in [Neighborhood]”

Rationale

Competitors like Angi and HomeAdvisor typically stop their directories at the city level, but homeowners often search with neighborhood-specific queries due to concerns about travel time, parking, and local expertise. These pages capture low-difficulty, high-conversion traffic by providing a more relevant answer than a generic city list.

Topical Authority

Porch already ranks for broad 'near me' terms at the city level, providing a strong foundation. This play extends that authority to the micro-local level, a greenfield opportunity where competitors have no significant presence, allowing Porch to become the definitive source for neighborhood-specific pro finding.

Internal Data Sources

Leverage proprietary data points that competitors lack, such as live pro calendars for next-day availability, internal transactional Net Promoter Scores (NPS) for a true quality measure, and average invoice totals for that specific ZIP code and trade to provide accurate cost context.

Estimated Number of Pages

225,000+ (25 high-demand trades × 9,000 named neighborhoods)

Create a comprehensive library of pages explaining the specific permit requirements and building codes for different home improvement projects in thousands of individual municipalities. This play targets homeowners at a critical, high-anxiety research phase right before they hire a professional.

Example Keywords

• “building permit requirements atlanta deck”
• “do i need a permit for fence phoenix”
• “permit cost bathroom remodel san diego”
• “electrical permit rules in [City]”

Rationale

Navigating local bureaucracy is a major pain point for homeowners, and search volume for permit-related questions is high. Few national players provide structured, city-specific permit information at scale, creating a significant content gap that Porch can fill to attract high-intent users.

Topical Authority

Porch can establish immediate authority by leveraging its unique internal data, such as pro-submitted permit IDs and inspection dates from completed jobs in many markets. This provides a real-world data advantage over competitors who can only offer generic summaries or links to confusing municipal websites.

Internal Data Sources

Use Porch's historical job records that contain permit numbers and contractor notes. Augment this with data pulled from public municipal open-data APIs (for fee schedules, forms, and timelines) and insights from contractor surveys.

Estimated Number of Pages

120,000+ (40 project types × 3,000 municipalities)

Generate detailed cost guides for common home improvement projects tailored to specific cities and states. This foundational play directly targets high-volume, high-intent keywords by leveraging Porch's unique pricing data to provide more accurate estimates than competitors.

Example Keywords

• “bathroom remodel cost austin”
• “cost to replace electrical panel denver”
• “average deck building cost chicago”
• “2025 kitchen renovation prices miami”

Rationale

“How much does X cost” is one of the most common search patterns for homeowners planning a project. While competitors like Angi and HomeAdvisor dominate these keywords, there is a large opportunity to outrank them by providing superior, data-backed content instead of generic ranges.

Topical Authority

Porch's core business involves connecting pros and homeowners for quoted projects, giving it access to millions of real-world job quotes. This proprietary pricing data provides immense topical authority and a defensible moat against competitors relying on surveys or scraped data.

Internal Data Sources

Utilize Porch's historical quote database, which includes project type, ZIP code, labor hours, and material costs. This can be enriched with regional Consumer Price Index (CPI) data and material price indexes pulled via an API.

Estimated Number of Pages

36,000+ (60 common project types × 600 U.S. cities)

Create a dedicated resource for homeowners to discover energy rebates and tax credits available for specific home upgrades from their local utility or state programs. This creative play targets users who are actively looking for a financial reason to start a project, leading to high conversion rates.

Example Keywords

• “hvac rebate duke energy”
• “solar tax credit idaho power”
• “window replacement incentives mass save”
• “water heater rebate pg&e”

Rationale

Homeowners frequently search for ways to reduce the cost of major upgrades like HVAC, windows, and solar. Currently, this information is scattered across thousands of confusing utility websites and government PDFs. By centralizing and simplifying it, Porch can capture this high-intent traffic that no competitor is systematically targeting.

Topical Authority

The competition on these keywords from other marketplaces is very low, creating a blue-ocean opportunity. Porch can quickly become the go-to authority by providing a canonical page for every major utility program, a feat no competitor has accomplished.

Internal Data Sources

Leverage quote data tagged with “energy-efficient upgrade” to show real-world savings examples. Pull data directly from the DSIRE database and utility RSS feeds using an AirOps HTTP step to ensure information is always current.

Estimated Number of Pages

25,000+ (55 upgrade categories × 450 U.S. utilities/energy offices)

Improvements Summary

Revise professional profile pages to target both branded and high-intent local service keywords. Add unique content, structured data, internal links, and city-level hub pages to increase visibility and relevance.

Improvements Details

Update title tags, meta descriptions, and H1s to include brand, service, and city keywords. Add 300-500 words of unique copy, service modules, geo-tagged images, Google Maps embeds, FAQ and review schema. Build city-level hub pages and cost guide blogs, implement breadcrumb navigation, and add internal links from category and hub pages using service + city anchors.

Improvements Rationale

Most profile pages currently rank poorly for their own brand and do not appear for high-volume local service searches due to thin, template-driven content and lack of local signals. By targeting service + city keywords, adding unique and localized content, and strengthening internal linking, these pages can quickly move to page-1 for both branded and non-branded queries, driving more organic traffic and conversions.