If you're done racing 3-4 other roofers to the same homeowner, here's the math on a different model.
HomeAdvisor's model — sell each lead to multiple contractors, profit from the spread, let the market sort it out — worked for a decade. By 2026, it's producing close rates that don't pencil. Independent roofing contractors are increasingly looking for a HomeAdvisor alternative that doesn't involve four roofers calling the same homeowner within an hour.
Roffy is one of those alternatives. The model is fundamentally different: each lead is sold to one contractor and locked exclusively for 30-90 days, with leads generated from NOAA storm-event data and AI vision scoring rather than homeowner form submissions. The territory model is region-based (multi-county) with a fixed cap on contractor spots per region, so the per-lead exclusivity is structural rather than just a marketing claim.
Before evaluating Roffy or any other competitor, screen on three dimensions:
Roffy's model: each lead is sold to one contractor and locked exclusively for 30-90 days (lockout window varies by tier). Territory is region-based (multi-county) with a contractor cap per region (typically 6-17 spots), so the exclusivity isn't diluted as the platform grows. Leads are generated by tracking every NOAA-reported severe storm event, identifying impacted properties via parcel records, and scoring the roof condition via AI vision on satellite and street-view imagery. Pricing is published — three retail tiers (Starter $298 + $398/mo, Pro $698 + $898/mo, Elite $1,398 + $1,798/mo) with each tier including a defined monthly lead allotment. Per-lead cost works out to roughly $4.50-$8 depending on tier. No credit system.
The trade-off: Roffy currently operates only in 18 metros across the storm belt. Outside that footprint you're still on marketplace alternatives until we expand.
Beyond Roffy, the HomeAdvisor alternative landscape includes Thumbtack, CraftJack, Networx, and a long tail of regional specialty providers. Thumbtack uses a similar form-fill model. CraftJack and Networx are intermediaries that often resell HomeAdvisor leads at a markup. The structural problem — shared leads — exists across all of them.
The only models that fundamentally fix the shared-lead problem are exclusivity-based: Roffy, custom direct mail, door-knocking, and a small number of niche regional services.
Per-lead exclusivity. Every Roffy lead goes to exactly one contractor and is locked for 30-90 days. HomeAdvisor leads go to 3-4 contractors simultaneously. That structural difference is the reason cost per closed job differs between the two — your actual delta depends on your historical close rate.
Per lead, yes — many regional services are cheaper. But cheaper per lead doesn't matter if the lead is still sold to multiple contractors and the close rate is structurally capped by competition. The metric to track is cost per closed job, calculated from your own data.
No. Many contractors run both during transition. Track close rate and cost per closed job by source for 60-90 days, then shift budget toward whichever produces better economics.
Exclusive territory. AI-scored leads. Published pricing. Live in 18 metros across the storm belt.