Identity Resolution Tools Compared: Home Service Edition

Your website gets traffic. Some visitors fill out forms. Most don’t. Google Analytics tells you 500 people visited this month, but 480 of them left without a trace.

Identity resolution promises to change that equation. Instead of anonymous traffic, you get names, addresses, and contact information for visitors who never converted.

The category has exploded over the past few years. But most tools target B2B companies selling software, not local contractors selling AC repairs. Knowing that “Acme Corp visited your pricing page” doesn’t help a plumber in Tampa.

Here’s what exists, who it’s for, and what actually matters for home service businesses.

What identity resolution actually means

Identity resolution is the process of matching anonymous website visitors to real people or companies. When someone visits your site, tracking pixels capture data points - IP address, device fingerprints, browsing behavior. Providers match those data points against their databases to reveal who’s behind the visit.

B2B identity resolution focuses on companies. The visitor came from a Comcast IP address that maps to IBM’s office in Austin. Now you know IBM is researching your product.

B2C identity resolution focuses on individuals. The visitor came from a residential IP that maps to John Smith at 123 Main Street. Now you know a homeowner is looking at your water heater page.

Different use cases require different data sources and matching methods. Most tools in this space optimize for B2B because enterprise software companies pay more per seat than local contractors.

The B2B tools (and why they don’t work for you)

Clearbit, ZoomInfo, 6sense, Demandbase - these are the category leaders. They identify company-level visitors, enrich contact data for sales teams, and integrate with enterprise CRMs.

Pricing starts around $15,000-50,000 annually. Their data sources focus on business email domains, company IP ranges, and LinkedIn profiles. They’re excellent at telling you which companies visited your site and who the decision-makers are at those companies.

For a home service contractor, they’re useless. You don’t care that someone from State Farm’s corporate office looked at your website. You care that Mary Johnson at 456 Oak Lane spent 4 minutes on your AC installation page.

Leadfeeder, Lead Forensics, Visitor Queue - these target smaller businesses with company-level identification. Pricing drops to $100-500/month. Still B2B focused, still identifying businesses rather than residential addresses.

Visitor Queue markets to home service companies but the match is imperfect. Their data sources excel at identifying businesses visiting your site. Residential visitors, the people who actually hire plumbers and roofers, match at lower rates.

Read our detailed Visitor Queue comparison.

The B2C tools (closer but not perfect)

A smaller category of tools focuses on identifying individual consumers rather than businesses.

RB2B pioneered residential visitor identification for B2B sales teams prospecting into businesses. Their data matching works for personal email capture but their use case centers on salespeople reaching out to individual buyers at companies, not local service businesses reaching homeowners.

Customers.ai (formerly MobileMonkey) offers visitor identification alongside their broader marketing automation platform. They have residential matching capabilities but the platform emphasizes e-commerce and digital marketing agencies. Pricing and feature sets reflect those priorities.

Read our comparisons of RB2B and Customers.ai.

Retention.com, Instant, Opensend - these focus on e-commerce visitor recovery. Match a website visitor to an email address, then send abandoned cart emails. The use case is digital retailers, not service businesses. Their residential data matching works, but the surrounding product doesn’t fit a contractor’s workflow.

What home service companies actually need

The requirements for a home service identity resolution tool differ from both B2B enterprise tools and e-commerce recovery platforms.

Residential address matching. You need to know that the visitor lives at an address you can physically visit or mail. Company identification doesn’t help. Email-only identification has limited value when your sales motion is phone calls and postcards.

Geographic filtering. A visitor from 200 miles away isn’t a prospect. The tool needs to understand your service area and focus matching efforts on relevant visitors.

Intent signal correlation. Someone who spent 30 seconds on your homepage and bounced isn’t the same as someone who read your emergency plumber page twice in 24 hours. The tool should surface high-intent visitors, not just raw match data.

CRM integration for your actual CRM. ServiceTitan, Housecall Pro, Jobber - these are the systems contractors use. Enterprise tools integrate with Salesforce and HubSpot. That doesn’t help you.

Pricing that makes sense at scale. $500/month is reasonable for a tool that generates 20 booked jobs. $5,000/month requires a much bigger return. Most contractors can’t justify enterprise pricing regardless of how good the tool is.

Match rates and data quality

Every provider claims impressive match rates. The reality is more complicated.

Match rate depends on your traffic composition. Visitors from organic search match at higher rates than visitors from paid ads. Desktop visitors match better than mobile. Returning visitors match better than first-time visitors.

B2B tools matching company-level data often claim 30-60% match rates. They’re matching IP addresses to company databases, which is relatively straightforward.

B2C tools matching individual residential addresses typically achieve 10-30% match rates. Some traffic simply can’t be matched - VPN users, mobile networks with pooled IPs, new households not yet in databases.

Data freshness matters. People move. Phone numbers change. A tool matching against stale data delivers outdated contact information. The best providers continuously update their databases and flag records with uncertain accuracy.

False positives cause problems. If the tool says John Smith visited when it was actually his neighbor, you’re wasting time and potentially damaging relationships. Accuracy matters more than volume.

Comparison table

Tool	Target Market	Residential Matching	Home Service CRM Integration	Monthly Cost
Clearbit	Enterprise B2B	No	No	$15,000+
ZoomInfo	Enterprise B2B	Limited	No	$15,000+
6sense	Enterprise B2B	No	No	$30,000+
Leadfeeder	SMB B2B	No	No	$139-399
Visitor Queue	SMB B2B	Limited	No	$99-399
RB2B	B2B Sales	Yes	No	$199-499
Customers.ai	E-commerce/Agency	Yes	Limited	$199-499
Retention.com	E-commerce	Yes	No	$500-2,000
PipelineOn	Home Services	Yes	Yes (ServiceTitan, HCP, Jobber)	Contact for pricing

The integration problem

Identifying a visitor means nothing if you can’t act on it. The typical contractor workflow looks like this:

1. Visitor identified
2. Someone needs to call or send outreach
3. The lead needs to enter the CRM for tracking
4. Follow-up needs to happen within hours, not days

Most identity resolution tools assume you have a sales team using Salesforce or HubSpot. They send identified visitors into those systems for SDRs to work.

Contractors use ServiceTitan, Housecall Pro, Jobber, or FieldEdge. The disconnect means identified visitors sit in a separate dashboard that nobody checks, or require manual data entry that doesn’t happen consistently.

The tools that work for home service integrate directly into contractor workflows. Identified visitors should appear in the CRM you already use, trigger the follow-up processes you already have, and fit into the sales motion your team already runs.

Read more about visitor tracking integrations with ServiceTitan, Housecall Pro, and Jobber.

Privacy and compliance considerations

Visitor identification operates in a regulatory gray zone. GDPR in Europe, CCPA in California, and state-level privacy laws elsewhere all affect what’s permissible.

The legal basis for most residential identification relies on legitimate interest and publicly available data. Providers match website visitors against databases compiled from property records, warranty registrations, and data broker sources that consumers have (often unknowingly) opted into.

This is not the same as placing tracking pixels for advertising. The data matching happens server-side, against existing databases, not through third-party cookie tracking.

Reputable providers offer opt-out mechanisms and comply with suppression requests. They also take responsibility for compliance so you don’t have to become a privacy expert.

What you should verify: Does the provider have clear terms of service? Do they handle opt-out requests? Do they maintain compliance certifications? Are they transparent about data sources?

What you should avoid: Providers who can’t explain where their data comes from, who don’t have visible privacy policies, or who make claims that seem too good to be true.

ROI math for contractors

The value of identified visitors depends on your average job value and close rate.

Say you get 1,000 website visitors per month. At a 20% match rate, you identify 200 visitors. Half of those are in your service area - 100 prospects.

If you reach out to those 100 prospects and 10% book a job, that’s 10 new customers per month. At a $500 average job value, that’s $5,000 in additional revenue.

The question becomes: what would you pay for $5,000 in new revenue?

Most identity resolution tools cost $200-500/month for home service appropriate solutions. At $300/month and $5,000 in attributed revenue, the ROI is obvious.

The math breaks down if match rates are lower, outreach conversion is lower, or the tool costs more than the revenue it generates. Always run the numbers for your specific situation before committing.

What the future looks like

Third-party cookies are dying. Google has delayed their removal multiple times, but the direction is clear. Tools that rely on cookie-based tracking face an uncertain future.

First-party data becomes more valuable as third-party data gets restricted. Identity resolution tools that match against deterministic databases (property records, registration data) rather than probabilistic tracking (cookies, device fingerprints) will outperform.

Privacy regulations will tighten. California set the pace with CCPA. Other states are following. The tools that build compliance into their DNA will survive. Those operating in gray areas won’t.

For home service contractors, the opportunity is now. Early adopters of visitor identification capture demand that competitors let walk away. As the technology matures and adoption increases, the advantage shifts from “you have this and competitors don’t” to “everyone has this, it’s table stakes.”

Choosing the right tool

For most home service contractors, the checklist is straightforward:

1. Does it identify residential addresses, not just companies or email addresses?
2. Does it integrate with your CRM or dispatch software?
3. Does the pricing make sense for your traffic volume and job values?
4. Is the provider clear about data sources and compliance?
5. Can you test it before committing?

Skip the enterprise B2B tools. Skip the e-commerce recovery platforms. Find a provider built for your use case, with data sources that match your prospects, and integrations that fit your workflow.

The contractors capturing demand from their existing website traffic have a structural advantage over those buying leads on marketplaces. Visitor identification makes that capture possible.

Learn more about visitor identification fundamentals and how to capture more leads from your website.