Same homeowner, very different unit economics. Here's what actually differs between Roffy and HomeAdvisor, with the math.
HomeAdvisor (now part of Angi) is the largest residential-services lead marketplace in the United States. Roofers have used it for over a decade, often as their primary lead channel. In 2026, that's increasingly painful — contractors widely report that every form fill is sold to 3-4 other roofers, and the race-to-the-door dynamic drags conversion down well below the days of less-saturated supply.
Roffy was built for a different model: each lead is sold to exactly one contractor, locked exclusively for 30-90 days. The underlying lead is generated from NOAA storm-event data and AI vision scoring rather than homeowner form fills. Roffy operates a region-based subscription — each region covers a multi-county area (e.g. Charlotte Metro = 8 counties across NC + SC) and is capped by lead inventory at roughly 6-17 contractor spots per region, so the per-lead exclusivity is real even at regional scale.
Most contractors compare lead services on cost per lead. That's the wrong unit. The right unit is cost per closed job — total dollars spent divided by total customers won — because the close rate sits between the two and dominates the math.
Marketplace leads are typically cheaper per unit but split across 3-4 contractors, which structurally caps your close rate because you're racing competitors to the homeowner. Exclusive leads cost more per unit but produce categorically higher close rates because there's no competing pitch.
Run your own numbers: take your last 90 days of marketplace spend, divide by jobs closed, and compare to Roffy's published per-lead pricing using your historical close rate as the baseline (the exclusive close rate will be higher than your shared close rate because of the competition difference, but use your actual historical number as a conservative starting point).
HomeAdvisor has nationwide coverage. Roffy is currently in 18 metros across the storm belt. If your service area is outside the Southeast hurricane corridor, Tornado Alley, the Phoenix monsoon belt, or the I-95 storm zone, HomeAdvisor may be your only option until Roffy expands.
HomeAdvisor also handles non-storm work — kitchen and bath remodels, fence installs, plumbing — where Roffy doesn't operate. If roofing is a small part of your business, the breadth might matter.
Roffy wins on three dimensions that compound: exclusivity (no race to the door), storm-driven targeting (homes that actually need roofs, not random form fills), and upfront roof condition data (satellite + street view scored, so the call opens with a real conversation).
The combination matters more than any single feature. Exclusive shared leads still bring you to a homeowner who may not need a roof. Storm-driven shared leads still race three other contractors. Roffy's bet is that all three together produce a category-different ROI.
Yes, and many contractors do during transition. Run Roffy in your storm-belt markets and HomeAdvisor in markets Roffy hasn't expanded to yet. Track close rate by source and shift budget toward whichever produces the lower cost per closed job.
Per lead, no — Roffy's effective per-lead cost works out to roughly $4.50-$8 (depending on tier) vs. HomeAdvisor's $20-$45 typical range. But the relevant comparison is cost per closed job. The structural argument is that an exclusive lead at a higher per-unit price tends to produce a lower cost per closed customer than a shared lead at a lower per-unit price, because the close-rate gap dominates the per-lead-price gap. Plug your own historical close rate in to see your specific delta.
It can, but the timing rarely aligns. By the time a HomeAdvisor lead form is filled out, the storm event is days old and 3-4 other roofers have already received the same lead. Roffy surfaces storm-impacted homes within 24 hours of NOAA confirming the event.
Exclusive territory. AI-scored leads. Published pricing. Live in 18 metros across the storm belt.