Understanding L1/L2/L3 Categories

Referr uses a three-level category system to organize lead requests. Understanding this system helps you choose the right category and get better leads.

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The Three Levels Explained

L1 Categories (Level 1)

The broadest classification—major industry groups.

Examples:

• Home Services
• Professional Services
• Health & Wellness
• Financial Services
• Automotive
• Events & Entertainment

L2 Categories (Level 2)

Subcategories within each L1—more specific industries.

Examples under "Home Services":

• Cleaning
• Trade Services
• Landscaping
• Pest Control
• Home Security

L3 Categories (Level 3)

The most specific level—individual services you can select when creating a lead request.

Examples under "Cleaning" (L2):

• House Cleaning
• Office Cleaning
• End of Tenancy Cleaning
• Carpet Cleaning
• Window Cleaning

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Full Category Path Example

L1: Home Services
  └── L2: Cleaning
        └── L3: End of Tenancy Cleaning

When you create a lead request for "End of Tenancy Cleaning," it lives under:

• Home Services (L1) → Cleaning (L2) → End of Tenancy Cleaning (L3)

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Why Three Levels?

For Buyers

• Precision: Get leads for exactly what you offer
• Less competition: Specific categories have fewer buyers
• Better matches: Sellers know exactly what you need

For Sellers

• Easy navigation: Find relevant requests quickly
• Clear expectations: Know what buyers want
• Better targeting: Submit to the right requests

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Choosing the Right Category

Step 1: Identify Your L1

What major industry do you operate in?

If you...	Your L1 is likely...
Work on homes	Home Services
Provide professional advice	Professional Services
Work in health/fitness	Health & Wellness
Handle money/insurance	Financial Services
Work with vehicles	Automotive

Step 2: Find Your L2

What type of service within that industry?

Example for Home Services:

• Do you clean? → Cleaning
• Do you fix things? → Trade Services
• Do you work outdoors? → Landscaping

Step 3: Select Your L3

What specific service do you provide?

Example for Trade Services:

• Plumbing
• Electrical
• Roofing
• Painting & Decorating
• General Handyman

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Multiple Services? Multiple Requests

If you offer several services, create separate lead requests for each:

Example: A General Contractor

Instead of one vague request, create:

1. Lead request for Kitchen Renovation (L3)
2. Lead request for Bathroom Renovation (L3)
3. Lead request for Extension Building (L3)

Benefits:

• More specific leads
• Different pricing per service
• Better conversion tracking
• Clearer for sellers

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Category Selection Tips

✅ Do

• Be specific – Choose the most accurate L3 category
• Create multiple requests – One per service you offer
• Check the category – Browse Explore to see how it's used
• Read descriptions – Category descriptions clarify what belongs

❌ Don't

• Go too broad – "Home Services" alone won't get good leads
• Pick the wrong category – Leads won't match your business
• Force a fit – If no category matches, contact support

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Browsing Categories

As a Buyer

1. Go to Categories from the main menu
2. Browse L1 categories
3. Click into L2 and L3 levels
4. See how many active lead requests exist in each

As a Seller

1. Go to Explore
2. Use the category filter
3. Drill down L1 → L2 → L3
4. Find lead requests matching your leads

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What If My Category Doesn't Exist?

If you can't find a category that fits:

1. Use the closest match – Pick the most similar category
2. Add details in description – Explain your specific service
3. Contact support – We regularly add new categories based on demand

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Category Performance

Different categories have different characteristics:

Category Type	Competition	Lead Volume	Typical Price
Broad (L1/L2)	High	High	Lower
Specific (L3)	Lower	Lower	Higher

Strategy: Specific L3 categories often have better ROI despite lower volume.

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Examples by Industry

Home Services

L1: Home Services
├── L2: Cleaning
│   ├── L3: House Cleaning
│   ├── L3: Office Cleaning
│   └── L3: End of Tenancy Cleaning
├── L2: Trade Services
│   ├── L3: Plumbing
│   ├── L3: Electrical
│   └── L3: Roofing
└── L2: Landscaping
    ├── L3: Garden Maintenance
    └── L3: Tree Surgery

Professional Services

L1: Professional Services
├── L2: Legal
│   ├── L3: Personal Injury
│   ├── L3: Divorce & Family
│   └── L3: Immigration
├── L2: Accounting
│   ├── L3: Tax Preparation
│   └── L3: Bookkeeping
└── L2: Marketing
    ├── L3: SEO Services
    └── L3: Social Media Management

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Next Steps

• Reviewing inbound leads
• How to create your first lead request

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Questions?

Can't find the right category? Contact support and we'll help.