An alternative might be to ramp up the lead gen part of the site and work out a rev share model with another firm. Give them the lead, you take 20% or something.
I do a bit of this in reverse (come of my competitors send me business for locations they can't service) and I cut them in for 50% of the profit. That way nobody complains too much about what's worth more, the lead or the actual sale/service.
Which speaks to what we've discussed in other threads. I'm concluding a sale sent to me by a direct competitor, we're both going to clear a couple of grand from one sale because it was a real specialty sale. They're really more collaborators than competitors :).