Home warranty leads are a phone-first market where buyers already buy from publishers.
6 of the 10 home warranty companies in our directory run call centers or live transfers, and 3 price per sale or acquisition. The buyer is a warranty provider or the network that feeds one, and it already knows what a quote request is worth.
Home warranty is a small market in our directory, 10 companies, and most of it runs on the phone. 7 offer inbound calls, 6 live transfers and 7 real-time leads, and 6 say a person or call center screens the homeowner before passing them on. A few also sell aged leads or data lists.
The buyers are warranty providers and the networks that supply them. One provider in our directory buys quote requests from publishers through its own affiliate program and pays per submission. Per sale pricing has the largest share of any market in our directory: 3 price per sale or acquisition, against 4 per lead and 3 per call, so expect buyers to judge web leads against what a sale costs them.
Juiced lets each buyer fund a wallet, set filters and caps on state, zip, plan interest and property type, and bid above your minimum so the highest bid wins the lead in seconds. Leads no buyer takes go to your own marketplace, where the price falls until someone buys. Delivery is by webhook into the buyer's CRM, email or text. Juiced distributes web leads, so transfers and calls need separate call tracking.
What home warranty lead companies sell
What the 10 companies in our home warranty directory say they offer, read from their own websites.
| Product | Companies offering it |
|---|---|
| Exclusive leads | 6 of 10 |
| Real-time leads | 7 of 10 |
| Aged leads | 3 of 10 |
| Inbound calls | 7 of 10 |
| Live transfers | 6 of 10 |
| Booked appointments | 2 of 10 |
| Data or lists | 3 of 10 |
| Clicks | 1 of 10 |
Counts cover everything each company says it sells, which can include other verticals.
Real-time leads, inbound calls and live transfers lead the table at 7, 7 and 6 of the 10 companies, and 6 offer exclusive leads. Aged leads and data lists each appear at 3, which reflects call centers that dial older records. A web lead seller here competes with transfers and dialer data, so say exactly which one you are selling.
What home warranty leads are screened for
Few home warranty sellers publish their screen, so what a buyer gets is usually agreed campaign by campaign.
- Homeowner with stated interest. A few sellers describe the lead as a homeowner who asked about warranty coverage, and one says every call is consumer-initiated.
- Where the homeowner is in ownership. One seller splits leads into new buyers, existing owners and the renewal stage, so buyers can price each stage differently.
- Phone screening before transfer. 6 of the 10 say a person, operator or call center qualifies the homeowner before a transfer, while one says plainly that it does not pre-qualify calls.
- Buyer-set criteria. Several agree the customer profile, markets and call requirements with the buyer before launch, rather than publishing a standard screen.
- Consent records. 5 say something about consent. A few name a consent certificate service, and one network requires its sellers to keep consent records for a set period and hand them over on request.
What a home warranty lead has to carry
Buyers target by geography first, from local to nationwide; 6 of the 10 say they cover the whole country. A few add filters on homeowner status, plan or service category, and one network routes by call filters set per buyer.
Every lead type in Juiced starts with ten default fields. Add your own on top, and decide for each one whether it is required and whether the buyer receives it.
The home warranty fields
Field names and answer options checked against 5 public lead forms, form templates and posting specs in this market, October 2026.
| Field | Type | Why |
|---|---|---|
| plan_interest | List of Values | Asked by most of the quote forms we reviewed. Appliances, Systems, Appliances and systems, HVAC |
| consent_certificate_url | URLs | Consent wording appears on most of the quote forms we reviewed, and the certificate keeps that record with the lead. |
| property_type | List of Values | Asked in a few of the quote forms we reviewed. Single family, Condo, Townhouse, Manufactured, Duplex, Triplex, Fourplex, Other |
| square_footage | List of Values | Asked in a few of the quote forms we reviewed. Under 5000 square feet, 5000 to 9999 square feet, 10000 square feet or more |
| buying_or_selling_home | Boolean | A few of the quote forms we reviewed ask whether the person is buying or selling a house, or split the quote path for agents. |
| add_ons | List of Values | Offered as optional coverage in one of the quote forms we reviewed. Pool or spa, Well pump, Septic, Sump pump, Second refrigerator, Roof leak, Generator |
Every lead starts with these
| Field | Type |
|---|---|
| first_name | Text |
| last_name | Text |
| phone | Numeric |
| address_1 | Text |
| address_2 | Text |
| city | Text |
| state | Text |
| zip | Postal Codes |
| county | Counties |
Provenance
| Field | Type | Why |
|---|---|---|
| source_url | URLs | The page the lead was captured on |
| sub_id | Text | Ties every lead to the traffic source that produced it |
| consent_timestamp | Date & Time | When the consumer submitted the form |
| ip_address | IP Address | The address the form was submitted from |
This page does not state what the rules on consent require. They are published by the FCC and the FTC, and TCPAWorld tracks how they change. The full list of field types is on the lead fields page.
What you need to decide on a lead is not what you need to sell it
Every field carries four switches rather than one required flag.
Ping with state, zip, plan_interest, property_type, square_footage and buying_or_selling_home so a buyer can tell whether the home fits its plans. Send consent_certificate_url in the post, where the buyer sees the consent record.
Providers buy direct, and networks buy for them
One home warranty provider in our directory does not sell leads at all. It buys quote requests through an affiliate program open to US and international publishers, asks each to name how it markets (email, display, search, SEO, video or other), tracks each submission with a pixel and pays weekly. 6 of the 10 companies buy from outside sources: publishers, affiliates, newsletter owners, paid traffic buyers and call centers.
That sets the bar for anyone selling to a provider: it already knows what a quote request costs from its own affiliates and where each came from. Be ready to name the traffic source behind every lead, and keep a source sub ID so you can prove it.
A phone-first market with web leads alongside
7 of the 10 generate their own traffic and 6 run call centers or live transfer desks. 4 are performance agencies, 3 sell data or lists and 3 are networks or exchanges. One seller sells co-registration leads built for call centers with predictive dialers.
On calls, a few sellers make a transfer billable only after a set buffer, and one lets buyers set buffer rules, concurrency limits, buyer hours and daily caps before launch. Juiced does not handle calls, so if you add transfers you need call tracking for that side. For web leads, buyer caps in Juiced cover volume.
Exclusivity and returns: read the agreement
6 of the 10 offer exclusive leads and one says the buyer is the only one receiving each call. The terms can say otherwise: one network's agreement creates no exclusivity unless an insertion order states it and lets the network sell similar leads to other buyers. One quote site that calls its leads exclusive also forwards a homeowner's request to several local pros.
Only 3 mention returns, and only a few give details. The fullest policy credits duplicates, wrong geography or vertical, disconnected numbers, invalid emails, fraud and leads that miss the agreed filters, and excludes no answer, not interested, no purchase and homeowners already in the buyer's database. Another replaces leads that miss the agreed filters. Write your own list before the first lead, and in Juiced approved returns are credited back to the buyer's wallet.
- Put exclusivity in the agreement, not only on the homepage.
- Name each return reason, and say whether a homeowner already in the buyer's database counts.
- Keep a source sub ID on every lead.
How buyers start, and how sellers are paid
Few sellers publish buyer terms. Most start with a contact form or a call with a rep, one network starts with an application and approval, and one suggests a controlled test campaign before scaling. Kyle's rule: no invoices and no free test leads. Ask each buyer to fund a balance and let the first funded leads be the test.
On the supply side, payouts are described per conversion, per lead or per acquisition. One network pays net terms after an invoice and pays nothing for leads it rejects or returns, offsetting credits against payouts, and requires approved creative and bans robocalls, prerecorded voice and ringless voicemail. Another pays weekly on each submission.
How Juiced runs a home warranty lead business
Buyers fund a wallet
Each buyer adds funds before leads arrive and is charged as each lead is delivered. Approved returns are credited back to the wallet. No invoices to send and no payments to chase.
Buyers set filters and caps, then bid
Each buyer filters on your fields and caps how many leads they take. They bid above your minimum, and the highest bid wins the lead in seconds.
Delivery goes where the buyer works
By webhook into the buyer’s CRM, by email or by text.
Unsold leads go to your marketplace
A lead no buyer takes is not dropped. It goes to your own marketplace, where its price falls until someone buys it outright or a standing buy order picks it up.
Related
- Home warranty lead buyers and sellers: every company in this market, checked against its own website
- How to sell home warranty leads: who buys, what to screen for and the order to build in
- Home services lead distribution: the wider vertical
Frequently asked
Who buys home warranty leads?
Home warranty providers and the networks, call centers and agencies that supply them. One provider in our directory buys quote requests directly from publishers through an affiliate program and pays weekly.
Are home warranty leads calls or web leads?
Both, and calls are a large share. 7 of the 10 companies offer inbound calls and 6 live transfers, alongside 7 that offer real-time leads. Juiced distributes the web leads; calls need separate call tracking.
Are home warranty leads exclusive?
6 of the 10 offer exclusive leads, but one network's terms create no exclusivity unless an insertion order says so. Put your exclusivity rule in the agreement.
What should a home warranty lead include?
Plan interest, property type and size, state and zip, whether the homeowner is buying or selling a home, and a consent record. One seller also splits leads by new buyers, existing owners and renewal stage.
What do home warranty sellers say about do-not-call?
What do home warranty leads sell for?
No prices are published here. Sellers rarely publish them, and what a home warranty lead sells for depends on whether it is exclusive or shared, a web lead or a call, the geography, how fresh it is and how many buyers want it. The pay-per-lead pricing guide shows how to work out your own floor from cost and let buyers bid above it.
Does Juiced handle home warranty calls or live transfers?
No. Juiced distributes web leads and delivers them by webhook, email or text. It does not track or route phone calls, so if calls are part of your product you need call tracking software for that side.
Sell more of the home warranty leads you already generate.
Funded buyers, bids above your minimum, and a marketplace for the leads nobody took the first time.
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