The Two Models
Every roofing company has to choose: rent leads from a marketplace or build a lead system you own.
Shared platforms like Angi, HomeAdvisor, and Thumbtack sell the same homeowner's info to 3-5 contractors. You compete on speed and price. You don't control targeting, volume, or quality.
Your own lead system — multi-platform advertising built in your ad accounts with attribution to the sale — gives you exclusive leads, full control, and compounding optimization.
The Math
| Feature | Shared Leads (Angi/HomeAdvisor) | Your Own System |
|---|---|---|
| Monthly cost | ~$4,000 | ~$13,000 |
| Leads/month | 100 | 200 |
| Competitors per lead | 3-5 | 0 |
| Close rate | 5-10% | 25-35% |
| Cost per sale | $400-800 | $150-350 |
| Monthly revenue | $75K-$150K | $750K-$1M+ |
| You own the data | ||
| Scales with you |
When Each Makes Sense
Shared leads work when you're under $500K/year, can't invest $10K/month, and need any leads to survive.
Your own system is the clear winner once you're past $1M, ready to invest $10K+/month, and want predictable growth you control.
Our Recommendation
Don't switch overnight. Keep shared leads as a baseline while your system ramps. By month 3, your own system will outperform. By month 4, you're redirecting that Angi budget into ads that generate 3-5x better ROI.