Five lead sources actually move revenue for roofing contractors. Here's what each costs in real terms.
The 'best roofing lead service' depends on three variables: your operating metro, your close rate capability, and your tolerance for lead-quality variance. There's no universal answer. The honest ranking below evaluates each service on cost per closed job (the metric that matters) rather than cost per lead (the metric every service publishes).
Model: Each lead exclusive to one contractor, locked 30-90 days. Region-based subscription with a fixed contractor cap (~6-17 spots) per multi-county region. Leads sourced from NOAA storm events + AI vision scoring on satellite + street-view imagery.
Coverage: 18 metros across the storm belt.
Pricing: Three retail tiers — Starter ($298 + $398/mo, 50 leads/mo, 30-day lockout), Pro ($698 + $898/mo, 150 leads/mo, 60-day lockout), Elite ($1,398 + $1,798/mo, 400 leads/mo, 90-day lockout). Effective per-lead cost roughly $4.50-$8 depending on tier.
Best for: Contractors in covered metros who can move quickly post-storm and prefer exclusivity at a higher per-lead price over volume at a low close rate.
Model: Form-fill marketplace, each lead sold to 3-4 contractors concurrently.
Coverage: Nationwide.
Per-lead cost: Typically $20 - $45 (via credit system, varies by category and region).
Best for: Contractors in markets outside Roffy's footprint who need high-volume sourcing and have efficient lead-handling. Track your own close rate over 60-90 days to compute cost per closed job — the answer varies widely by contractor sales motion.
Model: Quote-based marketplace; contractors send a bid to interested homeowners.
Coverage: Nationwide.
Per-lead cost: Typically $15 - $35.
Best for: Smaller roofing operations doing residential repair and maintenance work in addition to replacements.
Model: Mostly re-sellers of marketplace leads at a markup; some original sourcing.
Coverage: Most U.S. metros.
Per-lead cost: Typically $25 - $55.
Best for: Fill-in volume when other channels are slow. Not recommended as a primary source — the markup over the underlying marketplace leads usually pushes cost per closed job above the marketplace direct.
A growing category of regional providers serves specific markets — Texas hail belt, Florida hurricane corridor, etc. Quality varies dramatically. Evaluate the same way you would evaluate Roffy or HomeAdvisor: per-lead cost, typical close rate, and cost per closed job. Insist on a 30-day trial before committing.
If you operate in one of Roffy's 18 metros and roofing is your primary business, Roffy typically wins on cost per closed job. Outside our coverage, HomeAdvisor or Thumbtack are usually the right starting points. Always run a 30-90 day trial before committing significant budget.
Referrals, Google Business Profile (free organic), and Nextdoor (free for contractors) all produce zero-cost leads but at low volume. There's no free paid lead service — the providers all charge per lead, per credit, or per signup.
Run a 30-day trial with a $500-$1500 budget cap. Track total spend, contacts attempted, conversations had, jobs closed, total revenue. Calculate cost per closed job. Compare to your existing channels. Only scale up if the new service produces better unit economics than what you're already doing.
Exclusive territory. AI-scored leads. Published pricing. Live in 18 metros across the storm belt.