Free Agency

Free Agency is a growth-focused engineering firm dedicated to home service businesses. We oversee an entire marketing strategy that encompasses paid search, paid listings, lead aggregation, SEO, database marketing, and awareness media for companies in HVAC, plumbing, electrical, and garage door sectors. Unlike typical agencies that provide a monthly PDF report and then disengage, we operate as a fractional Chief Marketing Officer (CMO) team supported by advanced software. A designated CMO is in charge of managing strategy and budget allocations. Our 24/7 support team takes care of platform management, lead handling, and campaign execution. The software automates processes like attribution, pacing, and performance reporting, ensuring that every dollar spent is traceable. What distinguishes us from other agencies is our proprietary attribution engine, which connects each incoming lead to completed projects and invoices using ServiceTitan. Instead of relying on third-party reports from Google or Yelp, we provide accurate insights into the actual outcomes. We share the true Cost Per Lead (CPL), Customer Acquisition Cost (CAC), and Return on Ad Spend (ROAS), all cross-referenced with your field service management system. This human expertise informs our budget allocation process—eliminating guesswork in spending; we evaluate each channel based on actual revenue generation and customer acquisition costs and suggest reallocations grounded in solid data. Our clients have experienced an average annual revenue growth of 33% year-to-date across various brands, with $38 million in tracked expenditures and $479 million in last twelve-month attributed revenue. We serve industries including HVAC, plumbing, electrical, garage door services, and other home services. Our integrations include ServiceTitan, Google Ads, Meta, Yelp, Local Services Ads, Angi, Thumbtack, eLocal, Service Direct, Everconnect, Hatch, and more than ten additional lead sources.