Lead Economics

Shared Lead Close Rates: The Math Behind 8% to 20%

Quick answer

Shared roofing leads close at an estimated 8% to 20% because the same homeowner inquiry gets resold to three to eight contractors racing to call first, while exclusive leads close at 25% to 35% with no resale competition. Run that close-rate range against a typical $50 to $85 shared-lead price and the true cost of one closed job lands at $1,000 to $2,500, not the number on the invoice.

By VA Horizon Team · July 20, 2026 · 7 min read

Why the Same Lead Sells to Multiple Contractors

Shared-lead marketplaces like Angi, HomeAdvisor, Networx, and CraftJack all work the same way: a homeowner fills out one form, and that single inquiry gets sold to three to eight contractors at once. Angi's own economics show why. An $80 lead sold to 5 contractors nets Angi roughly $400 from one homeowner, while each contractor is really buying a 20% shot at being the one who gets the job, not an exclusive introduction. That is before Angi's separate annual membership fee, typically $300 to $400, is added on top of the per-lead cost.

The Close Rate Gap, By the Numbers

The resale structure shows up directly in close rates. Shared leads close at an estimated 8% to 20%, versus 25% to 35% for exclusive leads, according to independently published 2026 competitor data. For context on what "good" looks like industry-wide, the average roofing sales close rate for the largest US roofing companies runs approximately 27%, roughly in the middle of the exclusive-lead range and well above the top of the shared-lead range.

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What $1,000 to $2,500 Per Job Actually Means

Sticker price hides the real number. A $50 to $85 shared lead does not cost $50 to $85 per closed job, because most of the leads in that price tier never answer, were already claimed by a faster-calling competitor, or were never a real prospect once you count the whole batch. Once that full accounting is done, the true cost per booked job on shared leads often lands at $1,000 to $2,500, not the sticker price on the invoice.

This is not a hypothetical. One Colorado contractor reported spending $750 in a single month chasing dead leads and getting exactly one job out of it, along with 15 hours of wasted call time. That is the shared-lead model working exactly as designed, just not in the contractor's favor.

What This Means When You're Pricing a Vendor

Close rate is only useful once you turn it into a real cost-per-booked-job number: price per unit divided by your own tracked conversion rate, not the vendor's advertised one. A $199 exclusive appointment converting at the low end of the 25% to 35% range still compares favorably to an $80 shared lead converting at the high end of 8% to 20%, once you do the actual division instead of comparing sticker prices. Track your own numbers for at least a month before trusting either figure at face value.

Sources

The external data in this article draws on the sources below. Figures described in the text as estimates or industry triangulations are directional and are not attributed to a single dataset.

FAQ

Why do shared roofing leads close so much lower than exclusive leads?

Because the same homeowner inquiry typically gets resold to three to eight contractors at once, so you are competing on speed to the phone rather than fit or pitch. That resale pattern is why shared leads close at an estimated 8% to 20%, versus 25% to 35% for exclusive leads.

What is a realistic close rate for a shared roofing lead?

Independently published 2026 benchmarks put it at 8% to 20%, well below the 27% average close rate for the largest US roofing companies and well below the 25% to 35% range reported for exclusive leads.

How much does a shared lead actually cost per closed job?

Once you count every dead, already-claimed, or non-answering lead in the batch, the true cost per booked job on a typical shared lead runs $1,000 to $2,500, not the $50 to $85 sticker price on the invoice.

What is a good roofing sales close rate to benchmark against?

Roughly 27% is the reported industry average for the largest US roofing companies. Use it as a midpoint reference: if your shared-lead close rate is well below 20%, that is consistent with published shared-lead benchmarks, not a sign something is unusually wrong with your sales process.

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