Veteran-owned. Jacksonville-based. Fixed rate per verified delivery — no auction, no Middleman Tax.
Jacksonville appliance repair market data
Cost per lead (FL)
Service Direct + TheMediaCaptain — appliance repair / LSA cost-per-lead aggregate (FL skews high)Highest service-call window
Weather Spark — Jacksonville climate (NOAA-derived)The product
WilDi Maps is not a single flat-rate product. You pick the tier that matches how local you need to be. All three are GPS-verified per claim — no auction, no exchange rake, no Middleman Tax.
1-mile road strip
Premium
Hyper-local, just-in-time
Lease a one-mile stretch. When a driver enters the strip, they get a just-in-time message — perfect for emergency services, on-route specials, and anything where being right there now beats brand awareness later.
Best for
1-square-mile area
Premium
Hyper-local, area-based
Lease a one-square-mile block — not tied to a single road. Catches the residential cluster, retail district, or industrial park where your work actually lives. Same just-in-time delivery as tunnels; different geometry.
Best for
City-wide rotation
$0.20
per claim, fixed
City-wide brand presence on rotation. Highest reach for the budget — best when familiarity beats precision. The $0.20 fixed rate is the only flat-rate tier WilDi sells.
Best for
What the driver gets when an ad is claimed
If the driver wants to act on the ad, the app navigates them straight to the advertiser's location.
Click-through to any URL — ordering page, brand site, blog post, lead form.
Open a specific page inside the WilDi app — promo details, daily specials, claim instructions.
See the full pricing breakdown on the pricing page.
The honest channel breakdown — not vendor pitches. Numbers below are public benchmarks, sourced inline. Each channel has a job; the question is which one delivers the homeowner with a failing system at a price that lets you stay profitable.
| Channel | Cost range | Notes |
|---|---|---|
| Google Local Services Ads | $25–$75 per lead (FL) | Pay-per-lead, Google-branded green-check trust, but Florida CPL skews 20–50% above national norms and ranking depends on response time and review volume. TheMediaCaptain — Google LSA stats |
| Service Direct (pay-per-call appliance leads) | ~$22–$32 per lead (national avg ~$25) | You set your own bid; lead quality varies by market. Texas and Florida typically run above the $25 national average due to demand density. Service Direct — appliance repair lead pricing |
| Lead-generation marketplaces (Angi, Thumbtack, HomeAdvisor) | $25–$100+ per shared lead | Same lead is typically sold to 3–5 competing repair companies; close rates fall 40–60% below exclusive leads. Heavy presence in appliance repair vertical. Service Direct — pay-per-lead marketplace economics |
| Home-warranty contractor pools (AHS, 2-10 HBW, Frontdoor) | Capped reimbursement per service call | Steady call volume but the warranty company sets the price, controls customer relationship, and limits part markup. Margin compression in exchange for predictability. American Home Shield — contractor / pro network |
| Static billboards (Jacksonville) | $4.50–$5 CPM (~$1,500–$4,500 / 4-week flight) | ~750,000 impressions per 4-week unit. Impressions include passengers, renters, and out-of-market traffic — diluted for an appliance-repair audience that's homeowner-only. AdQuick — Jacksonville billboard cost |
| WilDi Maps — Cost Per Verified Delivery (CPVD) | From $0.20 (background) — tunnels and zones priced for hyper-local | GPS-verified human delivery in your chosen Jacksonville zone or tunnel. Recommended mix for appliance repair: zone (residential clusters where same-day callbacks compound) + background. No auction, no shared leads, no Middleman Tax. WilDi Maps pricing |
The pricing model
Cost Per Verified Delivery (CPVD) is a pricing model where you pay a fixed rate — $0.20 — each time your message is delivered to a real phone moving through a real street segment you've leased. The delivery is GPS-verified: the device was physically present in the corridor at the time of delivery. Not an impression, not a click, not a "potential reach" — a delivery to a known location at a known time.
CPVD replaces auction-based CPM (cost per thousand impressions) and CPC (cost per click) — the pricing models that hide 30–50% of an HVAC budget in the Middleman Tax. No exchanges, no demand-side platforms, no supply-side platforms, no resellers. One fixed rate, one verified delivery, one operator on the other end.
Read the full breakdown of where every dollar of an ad budget actually goes: What is the Middleman Tax?
Also known as ad platform fees. What is the Middleman Tax?
Same budget. Follow where the dollars actually go. Pick your vertical for a personalized waste estimate, or leave it on Average for the industry-wide baseline.
Applied rate: ~50% waste
That's $30,000 per year. Here's where every dollar ends up:
What you put in
~50% estimated total waste on Local services (HVAC, plumbing, electrical) · ~50% upper · WordStream + DoubleVerify
What's left after the tax
Same budget — same ambition
Fixed verified human delivery · no auction
100% of your budget — a known quantity
$15,000 stops flowing to middlemen. 150,000 WilDi verified deliveries instead.
Priority Access to Jacksonville pilot zone and tunnel infrastructure. Background brands may utilize Phase 1 Jacksonville rollout now as we start expanding.
Baseline Middleman Tax uses the ~30% intermediary-extraction figure from the ANA Programmatic Media Supply Chain Transparency Study (PwC, 2023) and the ISBA Programmatic Supply Chain Study (PwC, 2020). Per-vertical estimates combine WordStream cost-per-click benchmarks with DoubleVerify invalid-traffic rates. Full methodology and sources →
Jacksonville's median home year built is 1986 — meaning a typical home is now 40 years old, well past original-system replacement age. The neighborhoods below combine housing-stock age, AC-strain factors, and replacement-driven demand.
1970s–1990s suburban stock, family-sized homes with 8–10 major appliances each — the highest repeat-customer density in Duval.
1960s–1980s housing, retiree-dense — low DIY rate and high willingness to pay for same-day service rather than self-diagnose.
Mixed-age, value-conscious volume market (median build year ~1988); strong repair-over-replace economics keeps techs booked.
Historic homes (1920s–1940s) with apartments, duplexes, and rental conversions — landlord and property-manager call volume compounds.
Premium pre-1950 housing, owners willing to pay for factory-authorized service on Sub-Zero, Wolf, Miele and high-end built-ins.
Coastal vacation rentals and second homes — short-term rental operators need fast turnaround between guests, which kills price sensitivity.
For operators on shared-lead platforms
Lead-marketplace platforms charge $25–$100+ per shared lead — and the same broken-fridge call is typically sold to 3–5 competing appliance shops. Close rates run 40–60% below exclusive channels, and you lose any lifetime-value compounding because the next time that household's washer dies, the lead gets re-sold to whoever bids highest. CPVD is a different model entirely: you own the corridor, the delivery is GPS-verified, and the customer relationship is yours to keep across 8–10 appliances over a decade.
See the lead-marketplace comparisonHonest take
WilDi isn't the right answer for every appliance repair budget. A few honest cases where traditional channels still pencil out:
If you're operating inside a national factory-service network like A&E Factory Service or Sears Home Services, your demand pipeline is dispatched centrally from manufacturer call centers — not from local advertising. Local CPVD won't fill those routes; the manufacturer relationship does. WilDi makes sense for the out-of-warranty hours those routes don't fill.
If you have a contracted relationship with a multi-state distributor (Whirlpool, GE Appliances, LG, Samsung, Bosch authorized service program), the OEM is essentially your marketing department for in-warranty work. Local advertising spend is duplicative for that demand. CPVD belongs on the retail side of your business.
If you've signed on as a preferred contractor with American Home Shield, 2-10 HBW, Frontdoor (HSA, OneGuard, Landmark), or similar, the warranty company controls the customer relationship and dispatches calls to your queue. You're not advertising — you're filling capacity at a capped rate. This is a complement to self-acquired retail demand, not a replacement, and CPVD covers the retail half.
Commercial refrigeration, restaurant equipment service, hotel laundry, and multifamily property-management contracts are sold through buyer relationships, RFPs, and trade-association referrals — not through consumer-grade local advertising. CPVD doesn't help you reach a regional facility manager or a restaurant-group operations director.
Warranty work (manufacturer or home-warranty contracts) gives you predictable call volume but capped reimbursement — the warranty company sets the labor rate, controls the customer, and limits what you can charge for parts markup. Out-of-warranty repair carries 2–3x the gross margin per call but you have to acquire each customer yourself. Most healthy Jacksonville shops run a blend: warranty pools fill the schedule, and self-acquired retail jobs carry the profit. WilDi's CPVD model fits the retail-acquisition side — fixed, predictable cost per delivery instead of auction-priced leads sold to 5 competitors.
Yes. Factory-authorized shops (Whirlpool, GE, LG, Samsung, Bosch, Sub-Zero/Wolf, Miele) get manufacturer-routed warranty calls, but they still need retail demand for out-of-warranty work and brands they're not authorized on. Independents have no manufacturer pipeline and live entirely on self-acquired demand, which makes lead cost the single most important number on the P&L. Both models benefit from owning a Jacksonville zone or tunnel rather than renting auction-priced impressions — factory-authorized shops use it to fill out-of-warranty hours, independents use it as primary demand generation.
Cost Per Verified Delivery is WilDi Maps' pricing model. You pay $0.20 each time your message is delivered to a real phone moving through a real street segment you've leased on background; tunnels (1-mile road strips) and zones (1-square-mile areas) are priced higher for hyper-local precision. Every delivery is GPS-verified — the device was physically present in the corridor at the time of delivery. No bots, no off-screen impressions, no auction, no Middleman Tax. CPVD replaces the impression-based and shared-lead pricing that hides 30–50% of an appliance shop's ad budget in intermediary fees.
For appliance repair, zones almost always beat tunnels. A tunnel is a 1-mile road strip — ideal when your customer is in transit (auto repair, restaurants, drive-thru). A zone is a 1-square-mile area — ideal when your customer is at home with a broken fridge. Mandarin, Arlington, and Westside have dense residential clusters where one repair call often surfaces neighbor referrals and repeat work on other appliances in the same household. The recommended mix for appliance repair is zone (residential clusters) + background (city-wide $0.20 baseline coverage). Tunnels make sense only for shops marketing to property managers along specific corridors.
The volume brands across Jacksonville households are Whirlpool (and its Maytag, KitchenAid, JennAir sub-brands), GE Appliances, LG, Samsung, and Bosch — these cover the bulk of refrigerators, washers, dryers, dishwashers, and ranges in 1980s–2010s housing. On the premium tier (San Marco, Ponte Vedra, Atlantic Beach), Sub-Zero, Wolf, Miele, Thermador, and Viking show up in custom kitchens. Factory-authorized status on the volume brands gives you steady warranty flow; independent skill across all brands gives you retail upside. WilDi delivery doesn't care which brand — it cares which neighborhood has the failing appliance.
The average U.S. household owns 8–10 major appliances. That means a single acquired customer is rarely a one-time repair — it's a 5–10 year relationship across refrigerator, washer, dryer, dishwasher, range, microwave, garbage disposal, and water heater. Maintenance-plan adoption can grow appliance-shop revenue ~35% in year one, and members carry materially higher lifetime value than emergency-only callers. CPVD economics get more attractive every month a customer stays with you: a $0.20 delivery that books one refrigerator job becomes the entry point to 6+ future jobs in the same home. Auction-priced leads don't compound that way because you re-pay the auction every time.
About this analysis
Written by Timm Ross, founder of WilDi Maps · Jacksonville-based · Veteran-owned. We run our own delivery mesh in this market and hold ourselves to the same numbers we publish.
More about WilDi MapsPriority Access is open to the Jacksonville pilot cohort. Fixed rate. No auction. No bidding. No Middleman Tax.
