NEW YORK - Angie's List (NASDAQ: ANGI) launched LeadFeed, a product designed to capture leads from its free online visitors, and turns them into prospective customers for remodelers, closets design firms, cabinetry companies and other service providers.

Angie's List says more than 100 million unique visitors come to it searching for home improvement services; 85 percent of them are not yet members. LeadFeed is supposed to connect those non-members to service providers.

"We are unlocking a powerful new source of business for highly rated service providers," said Scott Durchslag, Angie's List president and CEO.

Non-member visitors to Angie's List receive a prompt them to start their project by submitting the details of a service request. Angie's List then sends these project details to its network of qualified service providers.

"LeadFeed enables us to directly connect these visitors to highly-rated service providers while monetizing more of the massive amount of traffic that comes to our website," explained Durchslag. "It also allows non-members an easy way to sample a small piece of the value we offer."

LeadFeed was deveoped in response to requests from providers advertising at its site. Service providers can access leads if and when they choose. Approximately 25 categories are covered, including plumbing, painting, HVAC, remodeling and electrical. Service providers will pay from $7 to $100 per lead, depending on the category and project, as well as a platform fee of $499 per year or $49.99 per month. A background check is required.

Angie's List has three million consumers registered nationwide, with providers in 720 categories of service. Built on a foundation of more than 10 million verified reviews of local service, Angie's List connects consumers directly to its online marketplace of services from member-reviewed providers.

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