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Buy roofing leads · 2026

Buying roofing leads in 2026: a brutally honest comparison

Most roofers Googling 'buy roofing leads' end up at HomeAdvisor, Angi, or Networx — and most of them stop buying within 90 days because the math doesn't work. Here's a side-by-side of what's actually for sale, what each lead actually costs after conversion, and the structurally different model that fixes the unit economics.

Apply for your ZIP cluster →See what's included

One roofer per ZIP cluster · No long-term contract · Performance pricing

What's included every month

The full storm-response engine, bundled. You only pay per booked inspection.

  • Managed paid ads

    $2,000–$5,000/mo value

    FB, Google, Bing — we run them. Creative, audience, optimization, reporting. You don't touch the ad accounts.

  • 24/7 AI receptionist

    $500–$1,200/mo value

    Every call answered. Every missed call rescued. Books inspections directly to your calendar.

  • 30-day SMS nurture

    $300/mo value

    Every lead gets timed follow-ups + appointment reminders. Industry avg show-rate 60% — ours hits 85%+.

  • Exclusive vetted leads

    Geographic exclusivity

    Homeowners with confirmed storm damage in your service area. We don't sell the same lead to 5 contractors.

  • Performance pricing

    Pay per result

    $50–$150 per booked-and-shown inspection. No retainer. No long-term contract. Cancel anytime.

How it works

  1. 1

    Apply for your ZIP cluster

    We work with one roofer per ZIP cluster. 60-second qualifying call. If we have an open slot in your area, you get the territory.

  2. 2

    We turn on the engine

    Within 7 days: ads live, AI receptionist routing to your calendar, SMS sequences nurturing every lead. You don't lift a finger.

  3. 3

    You close the inspections that show up

    Pre-qualified homeowners with storm damage book directly into your schedule. You inspect. You quote. You install. We handle everything before that.

The lead-buying landscape, ranked by what it actually costs

**HomeAdvisor / Angi Leads (shared).** $60-$150 per lead, sold to 3-5 contractors. 5-10% conversion to inspection because you're racing 4 others. Effective cost per booked inspection: $600-$1,500. Effective cost per signed contract (at 30% close rate on inspections): $2,000-$5,000. On a $15,000 roof, that's 13-33% of revenue eaten by lead cost alone.

**Networx.** Similar shared-lead model. $50-$120 per lead, similar conversion math, same effective cost structure as HomeAdvisor.

**CraftJack.** Pay-per-lead with some exclusivity tiers. $75-$200 per lead. Better conversion than fully-shared (8-15% to inspection) because lead is sold to 2-3 contractors instead of 5. Effective cost per signed contract: $1,500-$3,500.

**Modernize, Quinstreet, Networx Pro tier.** Premium shared-lead networks. $120-$250 per lead. Conversion 10-20% because they pre-qualify slightly. Still shared.

**Exclusive lead-gen platforms (Surgepoint, RoofClaim, etc.).** $50-$200 per booked-and-shown inspection (note: per inspection, not per lead). One contractor per geographic territory. Lead has been pre-qualified and pre-booked. Effective cost per signed contract: $200-$600 at typical close rates.

Why shared-lead economics are structurally broken for roofing

Shared leads work for some categories — auto insurance shopping, refinance, etc. — where the customer is genuinely comparing 5 providers and the first to call gets a fair shot. Roofing isn't that category. After a storm, homeowners don't want to talk to 5 roofers. They want to talk to one trustworthy roofer and stop fielding calls.

The shared-lead model bets on 'we're not the only one paying for this lead, but we'll work it harder.' For the first roofer to dial within 60 seconds, that math sometimes works. For everyone else, it's a lottery ticket.

Worse: aggressive shared-lead conversion practices teach homeowners to mistrust the entire roofing-lead funnel. The next time they need a roofer, they ask their neighbor — and you're not in that conversation if you're a HomeAdvisor-only contractor.

Exclusive leads flip the dynamic. The homeowner gets one match instead of five. The conversation is calm. The conversion rate is structurally higher because nobody else is racing you.

What to require from any lead source

**Exclusivity transparency.** Ask directly: how many other contractors are getting this same lead? If the answer is 'multiple' or 'depends,' you're in the shared-lead bucket.

**Pre-qualification quality.** Are the leads vetted (real damage, in-area, homeowner not renter, insurance status known) before you're charged? Or are you paying for raw form fills, including tire-kickers and fake submissions?

**Refund policy on bad-fit leads.** What happens if the lead is fake, out-of-area, or a renter? Premium platforms refund or replace; most shared-lead networks don't.

**Show-rate vs lead-rate billing.** Are you paying for someone showing up to an inspection (high signal) or for someone clicking 'submit' on a form (low signal)? Show-rate billing aligns incentives correctly.

**Source transparency.** Where did the lead come from? Facebook ad, Google search, organic SEO? Networks that won't tell you are running practices you'd dislike if you knew (e.g., scraping form fills from unrelated home-services sites).

How Surgepoint's exclusive-lead model differs

**Geographic exclusivity per ZIP cluster.** When you claim 65802, no other Surgepoint roofer gets a lead in 65802. Period.

**Pre-qualified through a 4-layer filter.** (1) Clicked an ad targeted to specific damage in your service ZIPs, (2) filled an LP form confirming damage type and ZIP, (3) AI receptionist qualified intent and booked the inspection, (4) SMS reminder confirmed appointment 24h before.

**Show-rate billed.** You only pay for inspections that booked AND showed up. No-shows are on us.

**$50-$150 per booked-and-shown inspection.** All-in. No retainer, no per-click ad spend, no per-lead fee. Compare to ~$2,000-$5,000 effective cost per signed contract on shared HomeAdvisor leads.

**You can claim multiple ZIP clusters.** Springfield + Joplin + Branson is a common combo. We just need crews who can service each.

Frequently asked

What's the difference between a 'lead' and a 'booked inspection'?
A lead is anyone who filled a form or made a call. Most lead networks bill per lead. A booked inspection is a homeowner who's confirmed an appointment time at your property. Surgepoint bills per booked-and-shown inspection — significantly higher signal than raw lead volume.
Can I run shared leads (HomeAdvisor) and exclusive leads (Surgepoint) at the same time?
Yes — many of our partners do for the first 30-60 days as a comparison. After that, most either pause or cut shared-lead spend significantly because the unit economics don't compete.
How fast can Surgepoint start sending leads?
7 days from contract sign. Day 1: ad accounts wired. Day 3: AI receptionist routing to your calendar. Day 5: SMS sequences live. Day 7+: ads delivering, leads flowing.
What happens if my market is saturated with storm-chaser ads?
We optimize against that. Storm-chaser ads typically have weaker creative (generic, no license number, no guarantee). Our creative names the roofer's license and BBB rating up front, which differentiates and improves CTR even in saturated markets.
Is there a setup fee or contract?
No setup fee. No long-term contract. Cancel anytime within 24 hours. We earn the next month or we don't.

Claim your ZIP cluster.

We work with one roofer per ZIP cluster. 60-second qualifying call. If your area is open, you get the territory and the engine starts within 7 days.

Apply for your ZIP cluster →