This was the death spiral. Houzz let homeowners find contractors and see reviews. Apex had a list of 350 local pros—plumbers, electricians, painters. Most hadn't updated their profile since 2019. Leo built a simple directory: name, phone, star rating. But Marcus insisted on a "verification badge" (a little green checkmark) for pros who paid a $99 monthly fee.
Marcus, a man who measured success in lumber volume and nail gun sales, had been humiliated. By sunrise, Leo’s phone was melting down. houzz clone
At 9 AM, Marcus logged in from his office. His first click was on a photo of a rustic farmhouse kitchen. The "Ideabook" button worked. He dragged the photo into a folder labeled "Dream." It saved. He smiled. This was the death spiral