If you’re a roofing contractor like me, you’ve probably asked yourself more than once: Is buying leads even worth it anymore? After 15 years in this business, I’ve seen it all—high-dollar platforms that never deliver, sketchy lead lists, and even a few services that just recycle the same leads to every roofer in town.

The truth is, buying roofing leads can work, and it can work really well. But only if you do it strategically. If you go in blindly, you’ll burn through your marketing budget faster than a Texas hailstorm can rip through a shingle roof.

Here’s what I’ve learned from helping contractors grow smarter and faster through lead generation—without flushing money down the drain.

What Kind of Leads Are Best for Roofing Companies?

This is a question I get from contractors all the time: “What kind of roofing leads should I actually be going after?”

The truth is, not all leads are equal—and the type of lead you target should depend on your business model, your crew size, and your cash flow needs. But after years of trial and error (and a lot of wasted ad spend), I’ve found there are a few types of roofing leads that consistently convert better and bring in higher profit margins.

Let’s break them down.

1. Storm-Damage Leads (Insurance-Based)

If you’re in a market like Texas, Florida, or anywhere that gets hail, wind, or hurricane activity, storm-damage leads are gold.

These homeowners are often filing insurance claims, meaning:

• They’ve already budgeted (via their deductible)
• The job size is higher
• They’re motivated to get repairs done fast

But they also come with more urgency and competition. You need to be quick, professional, and familiar with the insurance claims process to win them over. If you can do that, these are some of the highest-value jobs you’ll land.

What to ask when buying:

• Are these leads tied to a recent storm event?
• Is there confirmed roof damage or a claim in progress?

2. Emergency Repair Leads

When someone searches “roof leak help near me” or “emergency roofing company,” they’re not window shopping—they need help now.

These are the leads you want if:

• You offer 24/7 or next-day service
• Your crew is available to deploy fast
• You want jobs that turn around quickly

They’re typically smaller-ticket jobs, but they convert fast and build trust—often leading to future full replacements.

For emergency leads, make sure you (or your answering service) can respond within minutes, not hours.

3. Full Replacement Residential Leads

These are the bread and butter for most roofing companies.

A homeowner notices their roof is aging, maybe a few shingles blew off, or they’re planning to sell—and they start shopping around. These leads aren’t panicking, but they are serious about making a decision.

They’re often higher-ticket than small repairs and give you a chance to build a relationship, upsell upgrades, and deliver long-term value. If you’re offering quality work and solid warranties, these are ideal jobs to target.

Look for:

• Homeowners 10+ years into their current roof
• People requesting multiple estimates
• Leads coming from local SEO, ads, or referrals

4. Commercial Roofing Leads

These can be a mixed bag, but if your company is set up to handle larger-scale jobs, commercial roofing leads can be incredibly profitable.

You’ll deal with property managers, building owners, or HOAs who:

• Need formal proposals and professional presentation
• Often schedule multiple quotes
• May take longer to decide—but offer big contracts

These leads usually cost more upfront, but if you land just one or two large jobs a year, it can significantly boost your revenue.

Best sources for these leads:

• Local networking groups
• Commercial property data providers
• Targeted ads with a dedicated landing page

5. Referral-Ready Leads

This one isn’t sold by a lead platform—but it’s still one of the best types of leads you can have.

Referral-ready leads come from your satisfied past customers. These leads already trust you based on a personal recommendation, and they often have much higher close rates and lower cost per acquisition.

Every lead service should be feeding your pipeline, but your internal systems should also be:

• Asking for reviews and referrals
• Offering incentives or follow-up touchpoints
• Staying top of mind after each job

If you’re not tapping into your own referral network, you’re leaving money on the table.

Match the Lead Type to Your Business Goals

The best kind of lead for your roofing company depends on your goals. Here’s a quick breakdown:

Lead Type	Best For
Storm-Damage	High-ticket, fast close, insurance savvy
Emergency Repairs	Quick wins, fast closers, service crews
Full Replacements	High-margin, long-term value
Commercial Roofing	Scalable jobs, experienced teams
Referral-Ready	Best ROI, low acquisition cost

My advice? Don’t chase every lead. Focus on the ones that fit your strengths and your market.

Know the Difference: Exclusive vs. Shared Leads

The first mistake I see contractors make is buying shared leads thinking they’re going to be first in line. Spoiler alert: you’re not. Shared leads get sent to 3–5 other roofers (sometimes more), and by the time you call, the homeowner’s already gotten three estimates.

If you’re serious about closing more jobs, look for exclusive roofing leads. Yes, they cost more upfront—but you’re the only contractor getting that lead. That means no race to the bottom on price, and a much higher chance of turning the lead into real revenue.

Ask your provider:

• Are these leads shared or exclusive?
• How long does it take for leads to be delivered after a homeowner submits their info?

If they won’t answer clearly, don’t waste your time—or your money.

Only Buy What You Can Handle

Here’s a lesson I learned the hard way: Don’t buy more leads than you can actually manage.

It’s tempting to crank up volume when you’re hungry for jobs, but if you don’t have someone answering calls quickly and scheduling estimates on the spot, leads will slip through your fingers. Fast.

Think of lead buying like fuel for a fire. If you’re not set up to burn it efficiently—with a tight sales process, fast response time, and follow-up strategy—you’re just creating smoke and no results.

Start with a manageable amount—5 to 10 leads per week—and scale up once your systems are dialed in.

Set a Realistic Cost-Per-Lead Target

Not all leads are created equal, and not all price points make sense for every market.

In general:

• Shared leads: $20–$50
• Exclusive residential roofing leads: $75–$150
• Commercial roofing leads: $200–$400+

That may sound steep, but if you’re closing even 1 in 5, a $100 lead that turns into a $10,000 roofing job gives you a 20x return. The key is to track your cost per acquisition (CPA), not just the cost per lead.

And don’t forget to ask about refund policies. Reputable platforms will offer credit or refunds for bad data, disconnected numbers, or fake submissions.

Buy from Platforms That Qualify Leads

This is huge.

Plenty of lead vendors will send you raw data straight off a form. That doesn’t mean the person actually needs a roof—or even wants a quote. They might just be “curious” or “browsing.”

Look for platforms that pre-qualify leads by asking:

• Is the homeowner actively seeking estimates?
• Is there visible damage or an insurance claim pending?
• What’s the timeline for the job?
• Is the home located within your service area?

Even better, some services offer live transfer leads—where a qualified homeowner is on the line and ready to talk. Those close rates? Much higher.

Focus on Local, High-Intent Homeowners

The broader your targeting, the more likely you are to waste money. If your company only works a 40-mile radius around Dallas, you shouldn’t be paying for leads in Waco or Texarkana.

Geo-targeting is essential. So is intent.

People who are actively searching “roof replacement near me” or “emergency roof repair” have much higher intent than those who filled out a generic form on a third-party website.

At Get Contractor Leads, we prioritize local targeting and buyer intent because I’ve seen firsthand that’s where the real value lies. You’re not just paying for a name and number—you’re investing in a qualified opportunity.

Don’t Rely on Bought Leads Alone

Now here’s something most lead platforms won’t tell you: lead buying works best when it complements other efforts, not replaces them.

If you’re not also:

• Building a solid referral base
• Generating reviews on Google and Yelp
• Following up with past clients
• Running your own ads or SEO strategy

…then you’re putting your whole business on rented land.

Use bought leads to fill gaps in your pipeline—especially during slow seasons or after big weather events. But don’t let it be your only source of business.

Final Thoughts

Buying roofing leads doesn’t have to feel like gambling. If you work with the right provider, set clear expectations, and have a system to follow up fast—you can generate real ROI and keep your crew busy year-round.

Just remember: you’re not buying customers—you’re buying opportunities. It’s still up to you to turn them into closed jobs.

And if you’re ready to skip the guesswork, I’m here to help you find the right leads, in the right areas, at the right time.

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About the Author
I’m Mark Lawson, a Texas A&M graduate with a degree in Construction Management and the owner of a successful Texas-based contracting company. Over the past 15 years, I’ve helped contractors grow smarter and more profitably through lead generation strategies that actually work. At Get Contractor Leads, I focus on connecting service-based businesses with high-intent customers in real time—without the fluff.