Modernize specializes in home-improvement form-fills. Roffy specializes in homes that need a new roof. Different products, different math.
Modernize is a home-improvement lead generator owned by QuinStreet, a publicly traded performance-marketing company. Roofing is a core vertical: contractors buy per-lead access to homeowners who completed a Modernize roof-replacement form, typically $30-$80 per lead. The lead is then sold to multiple contractors who race to make first contact.
Roffy runs a different lead-generation model. Instead of waiting for homeowners to fill out forms, we identify residential roofs that need replacement using NOAA storm event data, AI vision scoring on satellite + Google Street View imagery, and parcel + permit history. Each lead is sold to exactly one contractor and locked for 30-90 days. Per-lead exclusivity is structural.
Modernize captures homeowners who actively submitted a roof-replacement request. That intent signal has real value — the homeowner is in-market by definition. The trade-off is the form-fill funnel attracts a wide quality range: window-shoppers comparing prices, homeowners who'll cancel after the first quote, and a small fraction of genuine buyers.
Roffy's signal is different: we surface homes that physically need replacement based on storm exposure, roof age, and visible damage from satellite + Street View. The intent timing is less precise (the homeowner may not be actively shopping yet), but the underlying need is real. For storm-restoration contractors, condition-based leads convert at higher rates because the home owner already has a damaged roof — they're not browsing, they're solving a problem.
QuinStreet operates a network of comparison and lead-gen properties across home services, education, financial services, and insurance. Roofing leads are sometimes generated on partner sites and sold under the Modernize brand. The same homeowner form fill can also surface on related QuinStreet roofing properties — meaning the contractor count competing for any individual lead may exceed the per-platform count Modernize advertises.
Roffy's pipeline has no upstream resellers. Each lead is generated end-to-end on our own infrastructure and sold once.
Modernize sells an optional appointment-setting layer on top of the base lead. For an extra fee, Modernize's call center qualifies and books an appointment before handing the lead to the contractor. This raises lead quality but also raises cost per lead substantially. The contractor still receives the lead alongside competitors who paid for the same upgrade.
Roffy doesn't sell appointment-setting because the per-lead exclusivity removes the race-to-first-call dynamic. The contractor calls when they're ready; no one else has the lead.
Per lead, no. Modernize roofing leads typically run $30-$80 and are shared. Roffy's effective per-lead cost is $4.50-$8 depending on tier, with each lead sold to one contractor for 30-90 days.
Both are shared-lead marketplaces but they're owned by different parents (QuinStreet vs Angi). Lead inventory is mostly separate but the model is similar: homeowner form fill, sold to multiple contractors. Pricing tends to run higher on Modernize for roofing specifically.
No — Modernize provides homeowner contact info, project description, and timeline. There's no condition data on the actual roof. Roffy provides a 0-100 condition score, storm event reference, and the imagery the model scored.
Yes. A common pattern: Roffy for exclusive storm-restoration leads in covered metros, Modernize for fill-in form-fill volume in markets Roffy hasn't reached or for non-storm replacement work. Track cost per closed job by source.
Exclusive territory. AI-scored leads. Published pricing. Live in 18 metros across the storm belt.