The Appointly Model
You fund your ad spend upfront as a prefunded balance, drawn down at cost with no markup and reported weekly. On top of that, you pay $125 to $175 per booked appointment, set per client and invoiced separately. There is no setup fee, no retainer, and no long term contract. This page explains every part of what you pay.
What You Pay
You fund your ad spend upfront as a prefunded balance. We set the daily ad budget with you based on the results you need, hold the balance, and use it only for your campaigns. It is drawn down at cost with no markup and reported to you every week, and any unused balance is returned within 10 business days of termination.
On top of ad spend, you pay per booked appointment, set per client between $125 to $175. The appointment fee is invoiced separately from ad spend and billed when the appointment is booked.
Appointment quality guarantee: after every estimate, you grade the appointment in the Appointly app. Grade it a C and tell us what was wrong, such as an unqualified homeowner or a service you do not offer, and you do not pay for it. The fee is credited automatically to your next appointment. If a homeowner does not show up, the fee is credited automatically to your next appointment.
No setup fee, no retainer, no monthly management fee, and no long term contract. Your total cost is your ad spend plus the per appointment fees.
Appointment Quality Guarantee
Appointment quality guarantee: after every estimate, you grade the appointment in the Appointly app. Grade it a C and tell us what was wrong, such as an unqualified homeowner or a service you do not offer, and you do not pay for it. The fee is credited automatically to your next appointment. If a homeowner does not show up, the fee is credited automatically to your next appointment.
The grade happens after you have stood in the garage, not when the appointment is booked, so you are the one who decides whether an appointment was worth sitting.
How We Qualify Before Booking
Every lead gets a text and a call within one minute. Jacob Mietka, our co-founder, makes every call himself. He knows floor coating systems, prep and pricing, and every call is recorded and reviewed.
Before anything is booked, Jacob qualifies every homeowner on intent: their project goal, the look and material they want, and a real timeline. Homeowners with no real timeline are not booked. Booking checks the basics; the grade you give after the estimate is what decides whether you pay.
The result: across all our clients, 97% of booked appointments show up, and our clients close 60% of them on average, across markets and products. See the results and case studies.
ROI Calculator
Change any number to match your business. Every cost you pay us is in here: your ad spend and the per appointment fee.
Total marketing cost (ad spend plus appointment fees)
$8,881
Appointment fees
$6,281 (35.9 billed)
Jobs sold
21.5
Cost per job sold
$412
Revenue
$75,369
Gross profit after all marketing costs
$28,804
Default values: monthly ad spend $2,600 and 37 booked appointments a month (from our Clean Floor Coatings case study), a fee of $175 per appointment (the top of the $125 to $175 range), a 97% show rate and a 60% close rate (the averages across all Appointly clients), 0% of appointments graded C, an average ticket of $3,500 (the average across our clients' closed jobs), and a 50% gross margin before marketing (the low end of the 50 to 60% range in our pricing and margins guide).
Worked example with the defaults: 35.9 shown appointments, $6,281 in appointment fees, a total marketing cost of $8,881, 21.5 jobs sold, a cost per job sold of $412, $75,369 in revenue, and $28,804 in gross profit after all marketing costs. Your numbers will differ with your market, ticket, and close rate.
Compare The Models
The other columns describe how each model is typically priced. Terms vary by company, so confirm them with any provider you consider.
| Appointly Solutions | Retainer marketing agency | Pay per lead Meta agency | Shared lead marketplaces (Angi, HomeAdvisor, Thumbtack) | Google Local Services Ads | |
|---|---|---|---|---|---|
| What you are billed for | Each booked appointment, $125 to $175 | A monthly fee, whether or not estimates book | Each lead | Each lead | Each lead, priced by Google |
| Ad spend | You fund it, at cost with no markup, reported weekly | Usually paid by you on top of the fee | Varies: separate, or built into the lead price | Built into the lead price | Built into the lead price |
| Who calls the lead | Jacob, by text and call within one minute | You | You | You, racing other contractors | You |
| Territory | One contractor per market, in writing | Usually yours alone | Usually yours alone | Usually shared with several contractors | Your lead, but competitors show in the same results |
| A bad appointment or lead | Grade it a C and you do not pay for it | Your cost | Your cost, unless they credit it | Your cost, unless the platform credits it | You can dispute invalid leads with Google |
| A no show | Credited automatically to your next appointment | Your cost | Your cost | Your cost | Your cost |
Who We Are a Fit For
We are a fit for owners with a premium product who charge well, are good at sales, and have room on the calendar for more estimates. You pay for the appointment, and you close the job, so the model works best for owners who are good in the garage. The appointment quality guarantee and qualifying on intent are what make each appointment worth sitting.
Who We Are Not a Fit For
We are not a fit if you want the cheapest jobs in volume, compete mainly on price, do not have a strong estimate process, or cannot run more estimates right now. If you already employ a setter who answers every lead within a minute, evenings and Saturdays, running your own ads may be the better value.
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Related Resources
Pages and guides that go deeper on the topics covered above.
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Compare the Appointly Model against the traditional monthly-fee agency.
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Use supporting benchmarks to evaluate whether your appointment costs are realistic.
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See what a garage floor job is worth and the margin that funds appointment generation.
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See how contractors think about tying marketing spend to appointments that actually book.
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