Angi and HomeAdvisor merged in 2017 and now share the same lead model. Here's how Roffy compares — and why the difference matters for roofers.
Angi (the rebrand of Angie's List + HomeAdvisor) is the dominant residential-services platform in the United States. For roofing contractors, the experience is essentially identical to HomeAdvisor: homeowner-submitted form fills sold to multiple contractors, variable pricing via credits, and close rates that have been declining year over year.
Roffy is built around a different premise — that the unit economics of selling each lead to one contractor outperforms selling each lead to four, even at a higher per-lead price. The math shows up clearly in cost per closed job.
When Angi and HomeAdvisor merged, the combined platform consolidated supply (more contractors competing) without proportionally growing demand. The result: contractors report that the average lead is now sold to more roofers than five years ago, while close rates have continued to decline.
Roffy bet against the marketplace model — that exclusivity at a higher per-unit price would beat shared leads at a lower price. The data so far supports that bet.
Angi covers nearly every home-services category — plumbing, electrical, landscaping, pool, fence, kitchen remodel. If you're a general contractor or roofing is only part of your business, Angi's breadth has value. Roffy is roofing-only and operates only in storm-impacted metros.
The clearest test: pull your last 90 days of Angi-sourced leads. Calculate total spend, contacts made, jobs closed, and total revenue. Compare cost per closed job. Then run the same calculation against Roffy's published per-lead prices and the typical exclusive-lead close rate. If the difference is meaningful, run a 30-day pilot.
Usually not. Angi leads through the credit system typically cost $20-$60 in real terms, with the cost going to each of the multiple contractors who receive the same lead. Roffy's effective per-lead cost is roughly $4.50-$8 depending on tier, and you're the only contractor receiving each lead.
No. Roffy doesn't host homeowner reviews — that's a different product category. Roffy's focus is lead generation. You manage your reputation through your own Google Business Profile, Yelp, and direct testimonials.
If you operate in one of Roffy's 18 metros and roofing is your primary business, most contractors find Roffy can replace their Angi spend within 60-90 days. Outside our coverage, you'll still need a marketplace until we expand.
Exclusive territory. AI-scored leads. Published pricing. Live in 18 metros across the storm belt.