If you're tired of buying the same homeowner form three times, here's what the post-Angi lead-gen stack actually looks like.
Angi (the rebrand of Angie's List + HomeAdvisor) is the largest residential-services platform in the United States. For roofing contractors, the experience over the past few years has shifted from "useful lead source" to "frustration tax" — credit pricing that's hard to predict, every lead sold to 3-4 contractors, and close rates structurally capped by the competition built into the marketplace model.
Contractors are leaving Angi at a rate that finally outpaces the platform's signup growth. The natural question: what replaces it? Below is the realistic answer.
Before picking a replacement, screen on three dimensions:
Roffy — exclusive AI-scored leads from NOAA storm data + satellite + Street View imagery. Each lead sold to one contractor, locked 30-90 days. Per-lead exclusivity is structural rather than just a marketing claim. Live in 18 metros across the storm belt.
Thumbtack — quote-based marketplace with similar structural problems to Angi (shared leads, bid race) but lower per-unit cost and broader service category breadth. See full Thumbtack comparison.
CraftJack / Networx — re-sellers of marketplace leads at a markup. Often just a different paint job on the same shared-lead model.
Direct mail to aged-roof targets — exclusive by nature, but slow to scale.
Door-knocking after storm events — also exclusive, but requires sustained field presence and good neighborhood selection. Roffy's storm data can guide which neighborhoods to walk.
Most contractors evaluating Angi alternatives default to "what's the cheapest lead source." That misses the actual problem. Per-lead price is the smaller variable. The bigger variable is whether you're racing 3-4 other roofers to the same homeowner. Read the structural argument: the close-rate ceiling, not the per-lead price, is what determines cost per closed job.
Three reasons stack: credit pricing has become opaque, lead quality has declined as marketplace supply consolidates, and shared distribution caps the close rate ceiling. Most experienced contractors track cost per closed job rather than cost per lead, and on that metric Angi has been getting worse year over year.
Per lead, Roffy is usually cheaper. Angi credit-system leads typically cost $20-$60 in real terms. Roffy's effective per-lead cost works out to roughly $4.50-$8 depending on tier, with each lead exclusive to one contractor.
Most contractors keep Angi running for 60-90 days while ramping the new channel, then track cost per closed job by source. If the new channel produces better unit economics over a 90-day sample, the Angi spend gets cut. Don't cancel Angi until you've verified the alternative actually performs in your specific market.
Exclusive territory. AI-scored leads. Published pricing. Live in 18 metros across the storm belt.