Yelp Responds To Contractors’ Biggest Complaints | Part 2

In Part 2 of this two-part series, hosts Chris Yano, Chad Peterman, and Aaron Gaynor continue their conversation with Yelp COO Jed Nachman and Hatch CEO Chris Bache. The discussion focuses on what separates top-performing contractors from the rest on Yelp, covering how Yelp defines a lead, how to measure marketing ROI, and why the platform produces stronger results in some geographic markets than others.

The group addresses practical tips for contractors actively using Yelp, including the importance of speed to lead and what successful companies are doing differently to convert platform traffic into booked jobs. The conversation also covers how AI-powered tools fit into customer acquisition and what AI-driven search changes could mean for home services marketing going forward.

Nachman and Bache speak directly to contractor concerns around lead transparency and lead quality, topics that have historically created friction between the trades and the platform. They also share where Yelp, Hatch, and AI tools are headed as part of the broader shift in how home service businesses find and win customers. Yelp also announced a direct feedback channel for contractors at listenerfeedback@yelp.com and a limited advertising offer for new multi-location advertisers.

• Speed to lead is a key differentiator for contractors who perform well on Yelp, so build a follow-up process that reaches new leads within minutes.
• Measuring marketing ROI requires clarity on how a platform defines a lead before you can fairly evaluate its performance against other channels.
• Yelp's results vary by market, so test the platform in your specific geography before drawing conclusions from what other contractors report.
• AI-powered search is changing how customers find home service businesses, making it worth reviewing how your online presence is structured for those queries.
• Contractors who have feedback or unresolved complaints about Yelp can now contact the platform directly at listenerfeedback@yelp.com.
• New multi-location advertisers may qualify for a 20% bonus advertising budget on Yelp if campaigns start before September 30, which is worth evaluating if you run more than one location.