Angie’s List

We did some consulting for this really great home services professional rating website and community.  Angie’s is the best of the bunch and helps homeowners discern the real pros from the ordinary Joes. What we learned from ethnography was that professionals take their grades given by Angie’s List members very seriously and treat high marks as a badge. You see things like “A rating on Angie’s List” messages plastered on their trucks and ads.  If professionals feel this way we figured, let’s position the site as the ultimate standard bearer. This strategy gives Angie instant credibility because pros know who the good guys are even more than homeowners. So what grade would you give these television and radio spots?