The real proposition here is diagnosing the specific problem and offering specific fixes for said problem. I think the platform provides a good opportunity to present alternatives to the user other than "just fix the problem" and says "have you thought about this instead?" But since the primary user is trying to fix the issue, I don't want to necessarily try to force alternatives my audience isn't looking for. That being said, one option would be to give an option in filling out the form to ask what their goals are, such as "I just want to fix the problem" or "I'm open to exploring new ideas for my lawn."

It's not "just" for lead gen. I'm actually trying to help people and solve a problem. I want the tool itself to be free. It monetizes by means other than making it a paid tool.