Hey Barry!

It’s really easy to set up an account and pay the $49, you just need a valid credit card to put on file which they will charge. The scores you see in the “Check Listing” report are dependent upon the NAP (Name, Address, Phone Number) that the tool is checking. So if there are inconsistencies between the NAP in the search and the actual listings across the web, that’s where a low score comes from.

As far as fixing this/ improving your score goes, the way Moz Local works is that it pushes your business information into the major data feeds (Localeze, Infogroup, Acxiom, and Factual) which serve as the source of information for directories. Once your business information is correct at these source points, it will become more consistent and correct across the web as the directories periodically update their info based upon the info from the data feeds.

Besides that, the tool also serves as an easy way to identify NAP inconsistencies on directories so you can go to those sites directly and clean up your information instantly (which in turn will improve your scores).

Check out Moz’s Local Search Ecosystem for more on who get’s their info from which data feeds:
http://moz.com/blog/2013-local-search-ecosystems