Are exclusive roofing leads worth the higher price?

Usually yes, if you measure cost per booked job rather than cost per lead. An exclusive lead at four times the price only needs to close better than four times as often — and against zero to two competitors instead of seven, it typically does.

How many roofing leads do I need per month?

Work backwards: divide your monthly revenue target by your average job value to get jobs needed, then divide by your close rate. At a 20% close rate and a $12,000 average ticket, $120,000 a month means 10 jobs and roughly 50 leads.

What does a roofing lead cost on Homeowner Henry?

Leads are included. You pay $5 a month for each county you cover, and every phone-verified homeowner in those counties comes to you at no extra charge. No contract, cancel any time.

Are the leads exclusive?

A job goes to no more than three roofers, and only 3 roofers hold a county at once. They are not resold to directories or bidding sites.

What if a lead is bad?

Wrong number, out of area, or not a real project gets a replacement credit. You tell us, we credit it — no dispute forms.

For roofing contractors

Roofing leads: how to get more roofing jobs without buying shared lists

A working guide to roofing leads — what shared and exclusive leads really cost per booked job, which channels produce, and how the three-roofers-per-county model works.

Reviewed by the Homeowner Henry pro team · Updated August 17, 2026 · 9 min read

Claim your roofing county for $5 a month.

Every roofing contractor has bought a batch of leads that went nowhere: numbers that never answered, homeowners who had already signed, or the same address sold to six roofers at once. The problem usually isn't the lead — it's the model behind it.

This guide covers what roofing leads actually cost once you measure cost per booked job, which channels are worth your time in a normal (non-storm) month, and what to demand from anyone selling you a lead.

The four ways roofing leads reach you

Nearly every roofing lead falls into one of four buckets, and each behaves differently on price, speed, and close rate.

Shared marketplace leads — cheapest per lead, sold to four to eight roofers, fastest race to the phone
Exclusive or capped leads — higher per lead, few or no competitors, close rates several times higher
Owned channels — your website, Google Business Profile, and local SEO: slow to build, cheapest at scale
Referral and canvass — highest close rate, lowest volume, entirely dependent on your crew's time

The only number that matters: cost per booked job

Lead price on its own tells you nothing. What tells you everything is cost per booked job — lead price divided by your close rate — measured against your average ticket.

Run it honestly for one month. Count every lead you paid for, every one you actually reached, every estimate you gave, and every contract you signed. Most contractors are shocked by the reach rate, not the close rate: leads you never get on the phone are the real leak.

Cost per booked job = what you spent on the channel ÷ jobs signed
At $5 a month per county with leads included, one booked job pays for years of coverage
A $15 shared lead at a 1-in-20 close rate costs $300 per job — and eats four times the phone time
Compare that number to your gross profit per job, not to your revenue

Storm work versus steady work

Storm chasing distorts every number in roofing. After a hail event, lead volume spikes, insurance work carries the ticket, and out-of-town crews flood the county. Three months later the same market is quiet and the roofers who built nothing but a storm pipeline have no work.

Treat storm demand as a bonus on top of a steady lead channel, not as the channel. The roofers who survive slow quarters are the ones paying for a predictable trickle of repair, replacement, and inspection requests all year.

Speed to lead beats everything else you could change

The single highest-return change most contractors can make is calling faster. A homeowner who fills out a form is in buying mode for a window measured in minutes, not days. If you call back the next morning, you are quoting against someone who already walked the roof.

Build the habit into the crew's day: whoever is nearest a phone calls within five minutes, texts if there's no answer, and calls again that evening. Three touches in the first 24 hours, then weekly for a month. Most jobs that look dead are simply un-followed-up.

Call within 5 minutes, text immediately if there's no answer
Three contact attempts in the first 24 hours, at different times of day
Every lead gets a written estimate or an explicit no — never silence
Log the outcome of every lead so you can price your channels next quarter

What to demand from any lead seller

Before you spend another dollar, get straight answers to these. A seller who dodges them is selling you a list, not a lead.

How many roofers receive this same lead?
Is the phone number verified before the lead is sold?
What is the credit policy for wrong numbers and out-of-area jobs?
Can I cap my spend, or does volume run away from me?
Am I locked into a contract or a monthly minimum?

How Homeowner Henry does it differently

Henry is a homeowner-facing site: people arrive from local roofing cost guides and city pages, describe the job, and verify their phone number by text before the request is released. There is no auction and no resale to directories.

Every job goes to a maximum of three roofers, and only 3 contractors per county hold the trade at all. When three are in, the county closes. Coverage is $5 a month per county and every lead in your counties is included — no charge per lead, no contract, cancel any time.

What roofing leads cost per booked job

Channel	Typical price per lead	Competing bids	What drives your cost per job
Shared marketplace	$15–$45	4–8 roofers	Low close rate and heavy phone time
Exclusive roofing leads	$60–$200+	1	Price per lead, offset by a much better close rate
Paid search (own account)	$25–$100 per click market-dependent	Varies	Click cost plus form conversion rate
Homeowner Henry	$5/mo per county, leads included	Max 3, only 3 roofers per county	Flat monthly cost — cost per job falls as volume builds

Ranges vary widely by metro and season; run your own cost-per-booked-job math before committing spend.

Questions contractors ask

Are exclusive roofing leads worth the higher price?: Usually yes, if you measure cost per booked job rather than cost per lead. An exclusive lead at four times the price only needs to close better than four times as often — and against zero to two competitors instead of seven, it typically does.
How many roofing leads do I need per month?: Work backwards: divide your monthly revenue target by your average job value to get jobs needed, then divide by your close rate. At a 20% close rate and a $12,000 average ticket, $120,000 a month means 10 jobs and roughly 50 leads.
What does a roofing lead cost on Homeowner Henry?: Leads are included. You pay $5 a month for each county you cover, and every phone-verified homeowner in those counties comes to you at no extra charge. No contract, cancel any time.
Are the leads exclusive?: A job goes to no more than three roofers, and only 3 roofers hold a county at once. They are not resold to directories or bidding sites.
What if a lead is bad?: Wrong number, out of area, or not a real project gets a replacement credit. You tell us, we credit it — no dispute forms.

Claim your roofing county for $5 a month.

Every phone-verified homeowner in your county comes to you at no charge per lead. Only 3 roofers per county, and you can cancel any time.

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