Roofr is good software with a lead-capture feature. A lead-capture feature is not a lead source. Here's the difference, and what to run alongside it.
Contractors usually search 'Roofr alternatives for lead gen' after discovering a specific gap. Roofr's core products — roof measurement reports, proposals, and the instant estimator widget you embed on your website — are sales tools. The instant estimator does capture leads, but only from homeowners who are already on your website. It converts traffic; it doesn't create it. If your site gets a handful of visitors a month, the estimator has a handful of chances to capture anything, no matter how good the widget is.
So the honest framing isn't 'Roofr vs. some better Roofr.' It's two different product categories: software that helps you close the demand you already have, and services that generate new demand. This page covers the second category — what actually fills the top of the funnel — and where Roffy fits in it.
The instant estimator's math is simple: leads captured = website visitors × capture rate. The widget can only improve the second variable. For most independent roofing contractors, the first variable is the constraint — a local roofer's site without serious SEO or ad spend gets very little organic traffic, and no on-site widget fixes that.
That's not a knock on Roofr. Measurement reports and clean proposals genuinely shorten the close. It's a category boundary: conversion tooling assumes demand exists. When contractors say 'Roofr isn't generating enough leads,' the real diagnosis is almost always 'my website isn't generating enough visitors' — a problem that lives upstream of any software Roofr sells.
The demand-generation options are the usual suspects: marketplaces (HomeAdvisor, Angi, Thumbtack — each lead sold to 3-4 contractors typically), door-knocking, direct mail, referrals, and exclusive lead services. We've laid out the full landscape with realistic costs in our guide to getting roofing leads in 2026, and the marketplace trade-offs specifically in our HomeAdvisor alternative breakdown.
Roffy's slot in that landscape: exclusive roofing leads — each lead sold to exactly one contractor and locked for 30-90 days — generated from NOAA storm-event data plus AI vision scoring on satellite and Street View imagery, rather than homeowner form fills. Territory is region-based (multi-county) with a cap of roughly 6-17 contractor spots per region, across 18 metros in the storm belt. Pricing is published on the pricing page: Starter $298 + $398/mo (50 leads, 30-day lockout), Pro $698 + $898/mo (150 leads, 60-day lockout), Elite $1,398 + $1,798/mo (400 leads, 90-day lockout) — roughly $4.50-$8 effective per-lead cost depending on tier.
If Roofr's measurement and proposal tooling is working for you, keep it. The stack that makes sense for most contractors in our metros is Roffy at the top of the funnel and Roofr (or whatever proposal tool you prefer) at the bottom: Roffy surfaces the storm-impacted, AI-scored homeowner exclusively to you; you run the measurement, proposal, and close through your existing workflow.
The evaluation is the same one we recommend everywhere: compute cost per closed job by channel from your own last 90 days — total spend divided by jobs signed — and put budget where that number is lowest. A website estimator with near-zero traffic has a fine per-lead cost and terrible volume; a marketplace has volume but a close rate structurally capped by 3-4 competing contractors. Plug your own numbers in and let the math pick the stack.
Only for lead generation. Roofr is measurement, proposal, and estimate software with an on-site lead-capture widget; Roffy is a lead source — exclusive, AI-scored roofing leads generated from NOAA storm data. Many contractors run both: Roffy generates the lead, Roofr handles the measurement and proposal.
It captures leads from homeowners already visiting your website — it doesn't create new demand. Leads captured equals your site traffic times the widget's capture rate, and for most independent roofers, traffic is the binding constraint. If your site gets few visitors, the estimator has few chances to capture anyone.
They're different product categories, so compare them to different budgets. Roffy publishes three tiers: Starter $298 + $398/mo for 50 leads with a 30-day lockout, Pro $698 + $898/mo for 150 leads with a 60-day lockout, Elite $1,398 + $1,798/mo for 400 leads with a 90-day lockout — roughly $4.50-$8 per exclusive lead. Check Roofr's current pricing on their site; it buys sales software, not leads.
Yes. Roffy delivers each lead with owner contact info, the storm event reference, priority score, and imagery. From there you can run your normal workflow — order a Roofr measurement report, build the proposal, and close. The two tools sit at opposite ends of the same pipeline.
Exclusive territory. AI-scored leads. Published pricing. Live in 18 metros across the storm belt.