Are Angi and HomeAdvisor Leads Worth It for Roofers?

Every roofer has an opinion on the big marketplaces. Some built their company on them. Many quit angry. Here is a calm way to decide for your own business.

How marketplace leads work

A homeowner asks for a roofer on the platform. The platform sends that request to contractors who pay to receive it. In most cases the same request goes to more than one company.

You pay for the lead, not for the job. If the homeowner never answers, you usually still pay unless you win a credit.

The honest pros

• Volume. These platforms have large audiences.
• Speed to start. You can be live in days.
• No ad skills needed.

The honest cons

• Sharing. You are racing other roofers. See shared vs exclusive leads.
• Quality swings. Renters, wrong service, wrong area.
• Credit disputes. Getting money back for bad leads takes time.

In 2023 the FTC finalized a $7.2 million settlement with HomeAdvisor over what it called false, misleading or unsubstantiated claims to contractors about the quality and source of leads (Wood Floor Business). That does not mean every lead is bad. It means you should check the numbers yourself.

How to test it properly

Run a 30-day test and write down five numbers:

1. 1Leads bought
2. 2Homeowners reached
3. 3Inspections held
4. 4Jobs sold
5. 5Total spend, including credits you did not get

Then work out your cost per sold job. Compare it with your other sources.

Who it suits

It suits a company with a person who calls every lead within minutes, all day. It does not suit an owner who returns calls at night after estimates.

Questions roofers ask