What Is Marketplace Lead?

This is the default lead model most roofing companies encounter first, since Angi, HomeAdvisor, Networx, and CraftJack all run marketplace-lead models on top of their consumer-facing directory traffic. A homeowner fills out one form, and the platform resells that single inquiry to a group of contractors rather than one.

Pricing varies by platform but follows a similar shape. Angi roofing leads run $15 to $85 on the low end and $40 to $120 for higher-value jobs, plus an annual membership fee of roughly $300 to $400 layered on top of per-lead pricing. HomeAdvisor charges an annual fee plus $45 to $110 per lead shared among 3 to 8 pros, with credits instead of cash refunds and early-termination fees that have run over $1,500 in reported cases. Networx runs $14 to $100 or more per lead generally, with roofing and HVAC leads specifically priced at $20 to $60. CraftJack sits at the budget end, $13 to $72 per lead.

Because several contractors are working the same contact at once, marketplace leads close at roughly 8% to 20% by industry estimates, compared with 25% to 35% for exclusive leads or booked appointments. That gap is the reason the real cost per booked job on a marketplace lead often runs well above what the sticker price suggests once you count how many you have to buy to win one job.