ServiceLive.com lets shoppers name price for repairs

CHICAGO -- Aimed at matching homeowners with contractors, handymen and other in-home helpers who can do everything from install a flat-screen television to repair a leaky toilet, ServiceLive.com lets consumers name their price and set up a date for services while selecting from a list of prescreened contractors who get information blasted to them by e-mail and text message.

The first to respond snags the work, which is then rated and commented upon online.

"The very nature of this business is really fundamentally changing the way that services for homes are procured," says Carlos Fojo, divisional vice president of marketing and business development for ServiceLive. "The way to do it is providing the ultimate transparency about what people thought about the experience, what people are paying for things."

But the beta launch comes at one of the worst times for the nation's home improvement industry, as the recession continues to sap consumer's credit, putting many improvement projects beyond their reach. Meanwhile, home sales and construction continue to lag along with median sales prices.

Still, ServiceLive officials are banking that consumers will spend money on small projects — from repairs to installations — even when times are tight, to protect their investment in their home.

"In economic times like this, you don't want to let the little repairs in your home go by so they turn out into huge big expenses," said spokeswoman Kirsten Whipple. "A little leak right now could turn into being a huge ordeal when your ceiling falls in."

So far, the site has recruited an army of 9,000 vetted service providers across the country. Another 23,000 have registered and are at some stage of the website's approval process.

Homeowners looking for help will be provided with sample labor costs when they submit their price to help them gauge how much to offer. They'll also asked to submit as many details about the work as possible, even uploading photographs of the area where work will be done.