Month: July 2018

If you have tried to find clients for your plumbing business, you have probably heard of some popular pay-per-lead sites such as Thumbtack, HomeAdvisor, or Angie’s List.

Even though many people post their requests on those sites, the competition is very high because they sell shared leads. Since many plumbers are likely to be looking for clients on those sites, you could be bidding against quite a few competitors.

Thankfully, as more people turn to online searches to look for plumbers, there are also more lead generation services available to help you get in front of prospects.

Some of these providers drive online traffic to their platforms on which potential clients submit requests. The vendors then distribute these leads among plumbers who have signed up for their services.

Others take a full-service approach to helping plumbing businesses build their marketing funnels, which include websites, SEO, online advertising, and more to drive online traffic and get leads.

When you choose among various lead generation services, make sure to consider the different ways they generate, verify, and distribute leads. Select one that fits your market, business model, and budget so you can get the highest return on investment (ROI.)

To help you find a lead generation service for your plumbing business, we have done the legwork and put together a comparison of the 10 popular plumbing leads providers:

	Exclusive Leads	Lead Verification	Lead Source(s)
33 Mile Radius	Yes	Yes	Prospects submit projects via vendor’s network
Boost Marketing & SEO	Yes	N/A	Prospects request quotes via vendor’s website
Marketing 360	Yes	N/A	Prospects visit contractor’s website
LeadsMill	No	Yes	Prospects submit requests via vendor’s system
Goodzer	Yes	Yes	Prospects set up calls via vendor’s website
AgencyPPC	Yes	N/A	Prospects visit contractor’s website
J&C Marketing Solutions	Yes	Yes	Vendor finds phone leads and transfers them to plumbing businesses
CraftJack	No	Yes	Prospects submit projects on vendor’s website
eLocal	No	N/A	Prospects submit requests on vendor’s website
99 Calls	Yes	Yes	Prospects visit contractor’s website

Figure 1: How each pay-per-lead website handles lead generation, verification, and distribution

 

How To Select the Best Lead Generation Service For Your Plumbing Business

We have selected a variety of providers that offer different types of services and packages so you can find one that works best for your business.

Here are a few things to consider:

Lead Distribution

Some vendors advertise “exclusive leads” – what does that mean and how is it different?

When you purchase leads, you’d typically encounter two types of leads.

Shared leads are sold to several plumbers so the competition will be higher. You may also be stuck in a bidding war that’d negatively impact your profit margin.

On the other hand, exclusive leads are sold only to one contractor. The competition is lower and you’d more likely win the business while keeping a healthy profit margin.

You may need to experiment to find the type of lead and the price per lead that will generate the highest ROI for your business.

In general, if you’re just starting out or have limited resources to devote to sales and marketing, getting exclusive leads may be a more efficient use of your time and money.

If you have more resources to spend on pitching new businesses, shared leads could yield better results because you can buy more leads at the same price.

Lead Source

Lead source refers to where your leads are coming from.

Most pay-per-lead website or lead generation services rely on search engine optimization (SEO) and online advertising to attract prospects who are searching for specific terms that indicate a high purchase intent.

If you have been in business for even just a little while, you probably notice that some sources (e.g., Google Adwords, Facebook ads, organic searches, website inquiries, referral) send you higher quality leads that are more likely to convert to clients.

Take note of how your highest-converting prospects find you so you can focus on promoting your business through those lead sources.

Some pay-per-lead vendors get their leads from third-party databases. They’re essentially just buying and reselling the information. Although they may be selling you more leads, the quality of those leads may vary.

Lead Verification

When you’re purchasing leads from a vendor, make sure to inquire how it verifies the prospects’ information and readiness to start a project so you don’t have to spend time and resources chasing after bad leads.

Some vendors screen prospects by having them fill out a detailed web form when submitting requests on their websites. This helps weed out those who aren’t ready to engage the work of a plumber.

Some lead generation services that charge per valid call or appointment often do more legwork for you by contacting the leads on your behalf to ensure that they meet your criteria.

In the case where a lead vendor has prospects call you directly, find out how to dispute a lead. Often direct leads are recorded and reported. This allows you and the lead vendor to post-qualify leads. You should not have to pay for unqualified leads.

Price Per Lead

Knowing your price per lead is essential in helping you project your client acquisition cost and staying profitable.

Keep mind that cheaper isn’t always better. You have to consider the conversion rate from each lead source to understand if you’re getting the highest ROI.

Here are the price-per-lead of some of the vendors:

	Cost Per Lead	Notes
33 Mile Radius	Approximately $60 per lead, depending on service area	No setup or monthly fee
Boost Marketing	Cost can get as low as $5 per lead, depending on competition and advertising methods.	Works with only one company per service category within a 50-mile radius to ensure exclusive leads
Marketing 360	Varies based on package	Builds your website and offers online ad service to drive traffic
LeadsMill	Depends on job type and service area
Goodzer	$25-$45 for each qualified exclusive call	Pricing varies based on service areas and type of service
AgencyPPC	Varies based on package	Drives traffic to your website with SEO
J&C Marketing Solutions	Varies based on package	Pay per call or online form lead
CraftJack	$27-$40 per shared lead	Get $100 fund when you start receiving leads
eLocal	Depends on service type and location	No contract or set up fee
99 Calls	$29.90 per exclusive lead after intro period	Intro offer: $199 setup and $99/month for first 10 months of unlimited leads

Figure 2: Price-per-lead comparison

 

10 Lead Generation Services For Plumbers

There are different ways to work with lead generation service providers and here are the pros and cons of 10 companies to help you make the right decision:

 

1. 33 Mile Radius

Cost per plumbing lead: Approximately $60 per lead, depending on service area.

Lead distribution system: Exclusive leads.

Lead source: Vendor drives traffic to its website using digital marketing techniques such as online ads.

Lead Verification System Prospects submit projects via the vendor’s network.

Pros:

• You get exclusive leads for your particular service area.
• The vendor provides training to help you get the most out of its system.
• You only pay for valid leads.
• According to the vendor, top partners close up to 90% of the leads.

Cons:

• Cost per lead is higher than some other pay-per-lead sites.

Reviews:

Source: Better Business Bureau

 

2. Boost Marketing

Cost per plumbing lead: Cost can get as low as $5 per lead, depending on competition and advertising methods.

Lead distribution system: Exclusive leads.

Lead source: Vendor builds your custom website and drives traffic to it using PPC and local search campaigns.

Lead Verification System Prospects submit requests on your website.

Pros:

• The vendor works with one company per 50-mile radius to ensure you’re getting exclusive leads.
• You get a website built to support long-term growth.
• There’s no long-term contract.
• The vendor guarantees high-quality leads that are actively searching for a plumber.

Cons:

• You may not get into the program if there’s already a plumber using its service in your area.

Reviews:

Source: Google Reviews

 

3. Marketing 360

Also known as Madwire

Cost per plumbing lead: Varies based on package.

Lead distribution system: Exclusive leads generated from your own website.

Lead source: The vendor builds your website and uses online ads to drive traffic to it.

Lead Verification System: Potential clients opt-in to get a quote.

Pros:

• The vendor offers on-demand professional marketing services such as website design and development, content creation, online advertising, and video production to help you market your business.
• Packages include access to online lead management software.

Cons:

• The full-service approach can be more expensive than other pay-per-lead sites.

Reviews:

Source

 

4. LeadsMill

Cost per plumbing lead: Depends on job type and service area.

Lead distribution system: Shared leads.

Lead source: The vendor looks for leads and sends them to the mobile app in real-time.

Lead Verification System: Vendor claims to deliver only verified leads.

Pros:

• You get leads sent to you in real-time via a mobile app.
• You can control your budget by adding funds to your app account.
• Pay as you go, easy to use.

Cons:

• Doesn’t offer as much customer support as other full-service vendors.

Reviews:

Source: LeadsMill.com

 

5. Goodzer

Cost per plumbing lead: $20-$45 per qualified exclusive call.

Lead distribution system: Exclusive leads.

Lead source: The vendor promotes your business online (e.g., paid ads, SEO etc.) and prospects submit requests via its website.

Lead Verification System: You only pay for valid calls.

Pros:

• You only get charged for valid calls with prospects.
• There are no setup fees, service fees, or other fees.

Cons:

• Price per call is typically more expensive than shared leads from other pay-per-lead sites.

Reviews:

Source: Facebook Reviews

 

6. AgencyPPC

Cost per plumbing lead: Varies based on services.

Lead distribution system: Exclusive leads generated from your own website.

Lead source: The vendor uses search engine optimization (SEO) techniques and pay-per-click (PPC) ads to drive traffic to your website.

Lead Verification System: Potential clients submit requests on your website.

Pros:

• Optimizing your website for organic search is a strategy that will generate long-term results for your business.
• The vendor helps you analyze metrics and track ROI so you can improve results over time.

Cons:

• The service only involves driving traffic to your website. You still need to make sure you have a client-attractive website that can capture leads effectively.

Reviews:

Source: Google Reviews

 

7. J&C Marketing Solutions

Cost per plumbing lead: Varies based on services.

Lead distribution system: Exclusive leads.

Lead source: The vendor transfers phone leads to your business immediately and notifies you via email about online appointment requests.

Lead Verification System: The vendor uses local targeting to make sure leads collected are located in your service area.

Pros:

• Exclusive leads and local targeting helps improve conversion rate.
• Hot phone transfer connects you with prospects that are ready to hire a plumber.
• Service includes tracking to help fine-tune tactics and increase ROI.

Cons:

• The added services (e.g., phone transfer) could mean a higher cost per lead than some other pay-per-lead sites.

Reviews:

Source: Yelp

 

8. CraftJack

Cost per plumbing lead: $12-$75 per shared lead.

Lead distribution system: Leads shared by up to four contractors.

Lead source: Prospects submit requests on the vendor’s website.

Lead Verification System: When potential clients submit requests, the automated system calls them to verify their information.

Pros:

• The vendor’s proprietary lead management tool helps you keep track of prospects. You also receive text or email alerts on new leads right away.

• You can request a credit through the lead management tool if you get a bad lead.

Cons:

• You’ll be competing with other plumbers for the same clients, which could lower your conversion rate.

Reviews:

Source: Better Business Bureau

 

9. eLocal

Cost per plumbing lead: Depends on advertising package and service area.

Lead distribution system: N/A. You list your business on the website for free and pay to get featured on search results.

Lead source: Vendor drives traffic to its website using online marketing techniques.

Lead Verification System: Prospects click through your listing or ad to your website to request a quote.

Pros:

• You get highly targeted leads because they’re searching for exactly the service you offer in your geographic area.
• You only pay for valid calls and leads. If there aren’t enough leads coming through, you can get the rest of your money back.

Cons:

• Competition can be high in certain areas.
• Paying for ad placements can get expensive.

Reviews:

Source: Better Business Bureau

 

10. 99 Calls

Cost per plumbing lead: $29.90 per exclusive lead after the intro period.

Introductory Price: $199 setup fee. $99 per month for the first 10 months to get unlimited leads.

Lead distribution system: Exclusive.

Lead source: 99 Calls Lead Generation System drives your website to the top of search engine results so it can be found by high-quality prospects.

Pros:

• 99 Calls doesn’t share or resell leads so you’ll get exclusive leads that are more likely to convert.

• You get a highly optimized website that will rank on the first page of Google to generate long-term results.

• The service includes listing on several prominent directories and optimizing your Facebook business page. The vendor will help you set up these profiles properly so you can gain visibility and promote special offers.

• 99 Calls Lead Generation packages guarantee a minimum number of leads per month or your bill will be prorated.

• Free monthly reporting helps you track results and maximize your ROI.

Reviews:

Source: Better Business Bureau

Also see:
Google Reviews for 99 Calls
Facebook Reviews for 99 Calls

 

Conclusion

Many people don’t think of plumbing until a pipe has burst or the bathroom is flooding.

But when they do need a plumber, they need one fast. They won’t have time for research and will call up the first few who are listed on their online search results.

As such, optimizing your website and directory listings for SEO is essential for generating leads and getting new clients.

As you can see, there are many different services to help you get found by prospects that are searching for plumbers.

To maximize results, you may need to test out a few vendors to see which method generates the highest ROI for your target market and business model.

Of course, you also need to hone in on the rest of your sales funnel (e.g., increase the conversion rate of your sales calls) and deliver outstanding customer service so you can get more leads from referral.

When you run an HVAC contracting business, it’s important that you have a reliable lead generation strategy to ensure a constant stream of clients and consistent cash flow.

You need to be where your future clients are when they’re looking for HVAC services. As more people are searching for local service businesses online, you want to make sure you’re capturing these HVAC leads.

For many HVAC contractors, the ins-and-outs of online marketing – such as website development, SEO, online advertising, or directory listing – can be time-consuming, or worse, unproductive.

Thankfully, there’s a growing number of lead generation services you can use to attract potential clients:

	Exclusive Leads	Lead Verification	Lead Source(s)
HomeAdvisor	No	Yes	Website form and third-party data sources
CraftJack	No	Yes	Prospects submit projects on vendor’s website
Home Improvement Leads	No	Yes	Prospects request quotes on vendor’s website
HomeYou	Yes	Yes	Prospects submit requests on vendor’s website
SalesGenie	No	Yes	Vendor’s vetted database
Angie’s List	No	N/A	Prospects request quotes on vendor’s website
Thumbtack	Yes	Yes	Prospects submit leads to vendor’s website
Goodzer	Yes	Yes	Prospects set up calls via vendor’s website
ServiceDirect	N/A	Yes	Prospects submit leads to vendor’s website
99 Calls	Yes	Yes	Prospects visiting contractor’s website

 

Figure 1: How each pay-per-lead website handles lead generation, verification, and distribution

Tips For Selecting the Best HVAC Lead Generation Service For Your Business

Lead generation services have a variety of packages and pricing structure. They generate, distribute, and verify leads differently and here’s what you should consider in order to select the best option for your business:

Where Are the Leads Coming From?

If you have been paying attention to your conversion rates, you’d likely notice that some lead sources (Google Adwords, Facebook ads, organic searches, website inquiries, referral) are sending you higher quality leads than the others.

Keep track of where your converting leads come from to help you focus your sales efforts and resources on lead sources that generate the highest ROI.

It’s worth keeping in mind that some pay-per-lead vendors source their leads from third-party databases. They’re essentially buying and re-selling leads without investing much in the lead generation effort so you may be paying more money for less qualified leads.

What’s the Vendor’s Lead Distribution System?

Some vendors sell one lead to a few contractors (“shared lead”) and some sell one lead to only one contractor (“exclusive lead.”)

Exclusive leads are typically more expensive than shared leads. However, the competition is lower and you’re more likely to win the business.

If you’re just starting out or don’t have the time and resources to spend on sales calls, buying exclusive leads may yield a higher ROI.

If you have more time and resources to compete for new businesses, e.g., when business is slower or when you’re expanding rapidly, shared leads could work well because you can buy more leads for the same price.

However, keep in mind that when you buy shared leads and compete with other contractors for the same job, you may get into a bidding war that could negatively impact your profit margin.

Are the Leads Verified?

Going after bad leads is a waste of time and resources. Working with vendors that verify the leads before selling them to you means you can focus your efforts on prospects that are most likely to turn into clients.

When you engage a pay-per-lead service, make sure to inquire about its lead verification method.

Some vendors require prospects to answer a detailed set of questions prior to submitting their requests for quotes to ensure that they have a high intention of hiring a contractor.

Vendors that charge by valid call or appointment may even contact the leads on your behalf to make sure they’re ready to start their projects before sending the prospects to you.

In the case where a lead vendor has prospects call you directly, find out how to dispute a lead. Often direct leads are recorded and reported. This allows you and the lead vendor to post-qualify leads. You should not have to pay for unqualified leads.

What’s the Price Per Lead?

If you have a good idea on your conversion rate, knowing the price per lead can help you estimate your acquisition cost and ROI to ensure that your investment is paying off.

Here are the price-per-lead of some of these lead generation service providers:

	Cost Per Lead	Notes
HomeAdvisor	$45-$75/shared lead	Plus $28.99/month
CraftJack	$27-$40 per lead.	Get $100 fund when you start receiving leads
Home Improvement Leads	Depends on program and service area, ranging from $20-$60 per shared lead	Offers pay-per-lead and subscription programs based on service type and territory
HomeYou	Depends on the type of service and location	N/A
SalesGenie	Varies based on package and industry	N/A
AngiesList	N/A	N/A
Thumbtack	$7-$11 to send a quote	Starts at 10 quote package, which gives you a 30% discount
Goodzer	$40-$110 for each qualified exclusive call	Pricing varies based on service areas and type of service
ServiceDirect	Varies based on package and industry	N/A
99 Calls	$29.90 per exclusive lead after intro period	Intro offer: $199 setup and $99/month for first 10 months of unlimited leads

Figure 2: Price-per-lead comparison

10 Lead Generation Services For HVAC Contractors

Different lead generation services work for different HVAC contractors based on their market, business model, and company size.

Understanding the pros and cons of each provider’s services can help you choose one that’s best for your business:

1. HomeAdvisor

Cost per HVAC lead: $45-$75 per lead.

Additional Cost: $28.99/month.

Lead distribution system: Leads shared by several contractors.

Lead source: Form on the website and third-party data sources.

Pros:

• HomeAdvisor is the largest contractor-matching service and popular among homeowners.
• It has a strong online presence. If you’re starting out, building a good profile on HomeAdvisor can help you get found on Google.
• Some contractors report having purchased good leads from the site.

Cons:

• Leads are sold to multiple contractors so competition is stiff.
• Since it’s free and easy for homeowners to submit a request for quote, some leads may not be ready to start a project.
• Many contractors aren’t happy with HomeAdvisor’s customer service.
• Canceling your subscription and requesting a refund can be a hassle.

Reviews:

Source: Better Business Bureau

2. CraftJack

Cost per HVAC lead: $12-$75 per shared lead.

Lead distribution system: Leads shared by up to four contractors.

Lead source: Homeowners submit requests on the vendor’s website.

Lead Verification System: The vendor’s automated system calls the prospects to verify their information when they submit requests for quotes.

Pros:

• CraftJack’s lead management tool makes it easy for contractors to track prospects and receive text or email alerts on new leads.
• It’s easy to request a credit for a bad lead through the lead management tool.

Cons:

• Using shared leads means you’ll have to compete with other contractors for the same prospects.

Reviews:

Source: Better Business Bureau

3. Home Improvement Leads

Also known as: Modernize (source: Better Business Bureau)

Cost per HAVC lead: Each shared lead costs $20-$60, depending on service package and location.

Lead distribution system: Leads shared by up to three contractors with a national average of 1.5. You can get exclusive leads through the vendor’s subscription programs.

Lead source: The vendor uses online marketing techniques to drive traffic to its website, on which prospects submit requests.

Lead Verification System: Homeowners’ information is verified in real time as they fill out the requests for quotes on the website.

Pros:

• You get notified of new leads in real-time.
• You can set filters for territory, trade, and type of service etc., as well as the number of leads you want to get per week to control your budget.
• Online tool helps you manage leads.

Cons:

• Leads are sold to multiple contractors so competition is high.
• The subscription programs for exclusive leads can be expensive.

Reviews:

Source: Google reviews

4. HomeYou

Cost per HAVC lead: Depends on the type of service and market.

Lead distribution system: Shared and exclusive leads.

Lead source: The vendor drives traffic to its website using online marketing techniques (e.g., SEO,) on which prospects submit their requests for quotes.

Lead Verification System: The vendor verifies the request from each prospect before passing the lead to contractors.

Pros:

• Many contractors have been happy with the leads they receive from this vendor.
• You can get a refund for bad leads.

Cons:

• Price per lead may be higher than some other vendors.

Reviews:

Source: Better Business Bureau

5. SalesGenie

Cost per HAVC lead: Depends on package and solutions.

Lead distribution system: Shared leads.

Lead source: The vendor gathers data from a variety of sources, including Yellow Page directories, new business filings, daily utility connections, press releases, corporate websites, annual reports, user-generated feedback, and more.

Lead Verification System: The vendor calls all the leads before selling them to contractors.

Pros:

• SalesGenie constantly updates its database with new prospect information, including consumers and businesses.
• The vendor offers a full suite of marketing tools and services, such as direct mail, email, phone-dialer, and mobile app.
• You can upload your customer data to the system to find prospects that are similar to your ideal client and therefore more likely to convert.

Cons:

• The full-service approach can be more expensive than other pay-per-lead services.

Reviews:

Source: G2 Crowd

6. Angie’s List

Cost per HAVC lead: It’s free to set up a profile. You can pay to advertise on the site.

Lead distribution system: Shared leads.

Lead source: Potential clients search for contractors on the website.

Lead Verification System: N/A

On May 2, 2017, Angie’s List was purchased by IAC/InterActiveCorp, owner of HomeAdvisor. IAC plans to merge Angie’s List and HomeAdvisor into a new publicly traded subsidiary known as ANGI Homeservices. Source

Pros:

• It’s a popular website among homeowners who are looking for contractors so you can get exposure to a lot of potential clients.
• Vendors with good reviews can get high-quality leads from the site.

Cons:

• There are many vendors listed on the site so it’s hard to stand out.
• Often times vendors have to advertise to get listed on the first page of search results, which can become costly.
• Angie’s List was acquired by HomeAdvisor. They share a lead-pool so you may get duplicate leads if you’re paying for both services.

Reviews:

Source: Sitejabber

7. Thumbtack

Cost per HVAC lead: $7-$11 to send a quote.

Introductory Price: Start with a 10-quote package at a 30% discount.

Lead distribution system: Shared by several contractors.

Lead source: Prospects fill out a form on the vendor’s website.

Lead Verification System: The vendor reviews each lead to make sure the request is legitimate.

Pros:

• The site offers a detailed description of each job or project.
• There’s a large number of homeowners sending requests to Thumbtack.
• You only pay for each quote you send, there are no hidden or additional fees.
• It’s possible to get good quality leads at a low cost if you have excellent reviews and a compelling description of your services on your profile.

Cons:

• Many contractors will receive the same requests so it’s highly competitive.
• Your company’s contact details aren’t visible to potential clients so they can’t contact you directly via your Thumbtack profile.

Reviews:

Source: Better Business Bureau

8. Goodzer

Cost per HVAC lead: $40-$110 per qualified exclusive call.

Lead distribution system: Exclusive leads.

Lead source: The vendor promotes your business online (e.g., paid ads, SEO etc.) and drives traffic to its website, on which prospects submit requests for quotes.

Lead Verification System: You only pay for valid calls.

Pros:

• Goodzer only charges for valid calls with potential clients.
• There are no setup fees, service fees, or subscription fees.

Cons:

• Price per call is typically more expensive than shared leads from other pay-per-lead sites.

Reviews:

Source: Facebook reviews

9. Service Direct

Cost per HVAC lead: Depends on package and service area.

Lead distribution system: Exclusive leads.

Lead source: The vendor builds a website for you and drives traffic to your website using online marketing techniques. Prospects request call via your website.

Lead Verification System: You only pay for valid calls.

Pros:

• You get a search-optimized website to promote your services.
• The vendor only charges you for valid calls with potential clients.
• You can adjust your budget via the online dashboard.
• There’s no contract to sign – you can pause or end your campaigns any time.

Cons:

• Price per call is typically more expensive than shared leads from other pay-per-lead sites.

Reviews:

Source: Google reviews

10. 99 Calls

Cost per lead: $29.90 per exclusive lead after the intro period.

Introductory Price: $199 setup fee. $99 per month for the first 10 months to get unlimited leads.

Lead distribution system: Exclusive.

Lead source: 99 Calls Lead Generation System drives a contractor’s website to the top of search engine results so they can be found by high-quality prospects.

Pros:

• 99 Calls doesn’t share or resell leads so you’ll receive exclusive leads that are more likely to turn into clients.

• You get a highly optimized website that will rank on the first page of Google to generate long-term results.

• The service includes listing on several prominent directories and optimizing your Facebook business page. These profiles will be properly set up so you can gain visibility and promote special offers.

• 99 Calls Lead Generation packages guarantee a minimum number of leads per month or your bill is prorated.

• Free monthly reporting helps you track results so you can maximize your ROI.

Reviews:

Source: Better Business Bureau

Also see:
Google reviews for 99 Calls
Facebook reviews for 99 Calls

Conclusion

HVAC service is a competitive field and you should use all the help you can get to generate high-quality leads for your company.

You may have to test out a few vendors to find the method that works best for your market and business model. Make sure to track the results so you can identify a lead generation service that yields the highest ROI for your business.

Last but not least, don’t forget to optimize the rest of your sales funnel. For example, by honing in on your sales conversation to increase conversion rate and delivering outstanding services so you get more clients from word-of-mouth and referrals.

For many roofing contractors, having a reliable system to acquire high-quality roofing leads is the key to ensuring a consistent stream of clients and a steady cash flow.

As more homeowners are searching online for contractors, you need to be where your prospects are in order to get more roofing leads.

There are many service providers that help contractors get roofing leads using online marketing methods.

Some pay-per-lead websites advertise to attract homeowners and distribute the leads among their users. Others service providers create the entire marketing funnel, including websites, SEO, online advertising, and more to help contractors get roofing leads.

These vendors offer a variety of packages that generate, verify, and distribute roofing leads differently. You need to choose one that fits your business model best to get the highest return on investment (ROI).

Here are the top 10 roofing leads providers:

	Exclusive Leads	Lead Verification	Lead Source(s)
CraftJack​.com	No	Yes	Prospects submit projects on vendor’s website
Home​Improvement​Leads​.com	No	Yes	Prospects request quotes on vendor’s website
Modernize​.com	Yes, with selected programs	Yes	Prospects submit requests on vendor’s website
Visibleroofer​.com	Yes	N/A	Prospects submit requests on contractor’s website
BigNet​Leads​.com	Yes	N/A	Prospects submit requests on contractor’s website
Goodzer.com	Yes	Yes	Prospects set up calls via vendor’s website
Contractor​Appointments​.com	Yes	Yes	Prospects set up appointments via vendor’s website
Roofer​Marketing​360​.com	Yes	N/A	Prospects visiting contractor’s website
Contractors​99​.com	Yes (selected programs)	N/A	Prospects submit requests on vendor’s website
99calls.com	Yes	Yes	Prospects visiting contractor’s website

Figure 1: How each pay-per-lead website handles lead generation, verification, and distribution

 

Things To Consider When Selecting a Lead Service For Your Roofing Business

Vendors offer different packages and sometimes it could feel like comparing apples to oranges. Here are some questions you need to consider:

• Where do the roofing leads come from?

• Are the leads verified before they’re sold to contractors?

• Do you have exclusive access to the leads or are you sharing them with other contractors?

• What is the price per lead?

Here are the answers to some commonly asked questions:

Should I Buy Exclusive Leads Or Shared Leads?

Exclusive leads are often more expensive than shared leads. However, you’ll be the only roofing contractor receiving the leads so the competition is low and the chance of closing the sale is much higher.

In addition, when you share leads with other contractors, you may get into a bidding war, which can negatively impact your revenue and profit margin.

You can often get more shared leads than exclusive leads with the same fee, so shared leads could work well if you have the time and resources to compete.

However, if you don’t have the time or desire to go after a large number of prospects, exclusive leads can often yield higher ROI because you can focus your efforts on higher quality leads.

Why Should I Care About Lead Source?

If you have been in the roofing business for a while, you probably notice that leads from certain sources (e.g., Google Adwords, Facebook ads, organic searches, website inquiries, referral) are more likely to convert than others.

You’d want to focus your sales efforts on those leads to make more sales and increase your ROI.

Note that some pay-per-lead vendors source their leads from third-party databases. Although you may get more leads, they’re usually more expensive and less qualified because the vendors are essentially buying and re-selling the leads to you without being involved in the lead generation effort.

Why Is Lead Verification Important?

You don’t want to waste time and money chasing bad leads. Make sure the pay-per-lead vendor has a lead verification system in place so you’re only buying qualified leads that are most likely to turn into clients.

Most reputable vendors that accept inquiries or set up appointments on your behalf will screen the prospects before sending you the leads. Some may call the potential clients to make sure they’re ready to engage the service of a roofing contractor.

In the case where a lead vendor has prospects call you directly, find out how to dispute a lead. Often direct leads are recorded and reported. This allows you and the lead vendor to post-qualify leads. You should not have to pay for unqualified leads.

How Does Price Per Lead Impact My ROI?

For your marketing dollars to pay off, the revenue you generate from the leads you purchase needs to exceed the amount you spend on buying the leads.

Price per lead, along with your conversion rate, helps you determine your customer acquisition cost and properly optimize your ROI.

Here are the price-per-lead of our top 10 sites:

	Cost Per Lead	Notes
CraftJack​.com	$13-$72 per shared lead	Get $100 fund when you start receiving leads
Home​Improvement​Leads​.com	Depends on program and service area, ranging from $20-$60 per shared lead	Offers pay-per-lead and subscription programs based on service type and territory
Modernize​.com	Depends on program and service area, ranging from $20-$60 per shared lead	Offers pay-per-lead and subscription programs based on service type and territory
Visibleroofer​.com	Varies based on package	Builds your website and offers SEO service to drive traffic
BigNet​Leads​.com	Varies based on package and market	Builds your website and offers SEO service to drive traffic
Goodzer.com	$40-$110 for each qualified exclusive call	Pricing varies based on service areas and type of service
Contractor​Appointments​.com	$75-$350 per appointment	Pay as you go
Roofer​Marketing​360​.com	Varies based on package	Builds your website and offers online ad service to drive traffic
Contractors​99​.com	$29 per shared lead $69 per exclusive lead	100% refund for bad leads
99calls.com	$39 per exclusive lead	Intro offer: $199 setup and $99/month for first 10 months of unlimited leads

Figure 2: Price-per-lead comparison

Top 10 Lead Generation Services For Roofing Contractors

As you can see from the comparisons above, there are different ways to work with a roofing leads service.

To help you find the best option for your business, we have done the legwork and summed up the pros and cons of each vendor’s services:

1. CraftJack

Cost per roofing lead: $12-$75 per shared lead.

Lead distribution system: Leads shared by up to four contractors.

Lead source: Homeowners submit a request on the vendor’s website.

Lead Verification System: When homeowners submit their requests on CraftJack’s website, the automated system calls the prospects to verify their information.

Pros:

• CraftJack’s proprietary lead management tool allows you to keep track of prospects and receive text or email alerts on new leads.

• You can request a credit through the lead management tool if you receive a bad lead.

Cons:

• Getting shared leads means you’ll compete with other contractors for the same prospects.

Reviews:

Source: Better Business Bureau

 

2. Home Improvement Leads

Cost per roofing lead: Ranges from $20-$60 per shared lead, depending on the program and service area.

Lead distribution system: Leads shared by up to three contractors with a national average of 1.5. This vendor also offers subscription programs that distribute exclusive leads.

Lead source: The vendor drives traffic to its website using online marketing tactics (e.g., paid ads, SEO, etc.) and prospects submit requests via its website.

Lead Verification System: Homeowners’ information is verified in real time as they fill out the request for quotes on the website.

Owned by: Modernize, Inc.

Pros:

• You can set up a filter so you only receive leads that match your territory, trade, type of service etc. You can also set the number of leads you want to get per week.
• Leads are distributed in real-time.
• You can manage leads with the vendor’s online lead management tool.

Cons:

• Sharing leads means you’ll compete with other contractors.

• The subscription model for exclusive leads may get expensive.

  Reviews:

  

Source: Google reviews

3. Modernize

Cost per roofing lead: Ranges from $20-$60 per shared lead, depending on the program and service area.

Lead distribution system: Leads shared by up to four contractors with a national average of 1.2. The vendor also offers subscription programs that distribute a blend of exclusive and shared leads.

Lead source: The vendor drives traffic using online marketing methods (e.g., paid ads, SEO etc.) and prospects submit requests via its website.

Lead Verification System: Homeowners’ information is verified in real time as they fill out the requests for quotes on the website.

Pros:

• Prospects opt-in to get a quote and the leads are sent to contractors in real-time.
• The vendor is the largest private home improvement leads provider in the US and its scale allows the collection of data for analytics to help improve results.

Cons:

• Getting shared leads means you have to compete with other contractors for every lead.

• The subscription model for exclusive leads may get expensive.

Reviews:

Source: Better Business Bureau

4. Visible Roofers

Cost per roofing lead: Varies based on package.

Lead distribution system: Exclusive leads generated from your own website.

Lead source: The vendor builds your website and uses online marketing methods (e.g., SEO) to drive traffic to your site.

Lead Verification System: Prospects opt-in to get a quote.

Pros:

• The vendor works with one contractor per city to ensure you’re getting exclusive leads.
• You get a website built for long-term growth and won’t get tied down by a long-term contract.

Cons:

• The full-service approach can be more expensive than other pay-per-lead services.

Reviews:

Source: Customer Lobby

 

5. Big Net Leads

Cost per roofing lead: Varies based on service type and market.

Lead distribution system: Exclusive leads generated from your own website.

Lead source: The vendor builds your website and uses online marketing methods (e.g., SEO) to drive traffic to your site.

Lead Verification System: Prospects opt-in to get a quote.

Owned by: Contractor Nation

Pros:

• Package includes the entire online marketing funnel, from website creation and SEO to social media and reputation management.
• The vendor doesn’t charge anything upfront and there’s no long-term contract. You only pay for the leads generated.

Cons:

• The full-service approach can be more expensive than other pay-per-lead providers.

Reviews:

Source: bignetleads.com

 

6. Goodzer

Cost per roofing lead: $40-$110 per qualified exclusive call.

Lead distribution system: Exclusive leads.

Lead source: The vendor promotes your business online (e.g., paid ads, SEO etc.) and prospects submit requests via the website.

Lead Verification System: You only pay for valid calls.

Pros:

• You only get charged for valid calls with prospects.
• There are no setup fees, service fees, or other fees. You only pay for calls that take place.

Cons:

• Price per call is typically more expensive than shared leads from other pay-per-lead sites.

Reviews:

Source

 

7. Contractor Appointments

Cost per roofing lead: $75-$350 per appointment.

Lead distribution system: Leads shared by up to three contractors, depending on location.

Lead source: The vendor drives traffic using online advertising and prospects set appointments on the website to get an estimate.

Lead Verification System: The vendor handles appointment confirmation.

Pros:

• The vendor guarantees that you’ll meet with the prospect and estimate the project. No-show appointments are replaced at no cost.
• The vendor claims that 85% of the appointments are of high quality and 30% turn into sales.
• The vendor speaks to each prospect on your behalf to verify the lead and set the appointment.
• “Pay as you go” pricing structure, no setup fee.

Cons:

• Price per appointment is more expensive than most pay-per-lead sites.

Reviews:

               Source: TrustPilot

 

8. Roofer Marketing 360

Cost per roofing lead: Varies based on package.

Lead distribution system: Leads shared by up to three contractors, depending on location.

Lead distribution system: Exclusive leads generated from your own website.

Lead source: The vendor builds your website and uses online ads to drive traffic to your site.

Lead Verification System: Prospects opt-in to get a quote.

Pros:

• You get on-demand access to professional marketing services such as website design and development, content creation, online advertising, and video production.
• You also have access to marketing software to help you manage leads.

Cons:

• The full-service approach can be more expensive than other pay-per-lead sites.

Reviews:

Source

9. Contractors 99

Cost per roofing lead: $29 per shared lead and $69 per exclusive lead.

Lead distribution system: Both shared and exclusive leads are available.

Lead source: Prospects submit requests to Contractors99.

Lead Verification System: N/A, you get 100% refund on invalid leads.

Pros:

• Simple pay-per-lead pricing system with no down payment.
• Real-time lead posting so you can respond quickly.
• You can set up filters for project types, service area, and daily cap.

Cons:

• The vendor doesn’t offer additional or personalized services.

No review was available at the time of writing.

10. 99 Calls

Cost per lead: $39 per exclusive lead after the intro period.

Introductory Price: $199 setup fee. $99 per month for the first 10 months to get unlimited leads.

Lead distribution system: Exclusive.

Lead source: 99 Calls Lead Generation System begins by driving a contractor’s website to the top of search engine results where they’re found by high-quality prospects.

Pros:

• 99 Calls doesn’t share or resell leads so you’ll receive exclusive leads.

• You get a highly optimized website that will rank on the first page of Google to generate long-term results.

• You’ll be listed on several prominent directories. These listings and your Facebook business page will be properly set up so you can gain visibility and promote special offers.

• 99 Calls Lead Generation packages guarantee a minimum number of leads per month or your bill is prorated.

• You have access to free monthly reporting to help you maximize your ROI.

Reviews:

Source: Better Business Bureau

Also see:
Google reviews for 99 Calls
Facebook reviews for 99 Calls

 

Conclusion

It may take some experimentation to find the best lead generation service that’s most effective for your business and market.

To get the most out of your marketing dollars, track the metrics for each lead generation method so you can keep track of your investment and optimize your ROI.

Lead generation is just the first step in your sales funnel. Don’t forget to hone in on your sales conversations and deliver high-quality services so you can get more leads from referral.