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What does a booked roofing job actually cost you?

Quick answer: divide what you pay for a lead or appointment by your close rate. Enter your own price and close rate below, or start from a shared-lead, exclusive-lead, or VA Horizon preset built from published industry numbers, and see your real cost per closed job instantly.

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Sourced defaults, no signup Runs entirely in your browser
8-20%
Shared Lead Close Rate
25-35%
Exclusive Appt Close Rate
$199
VA Horizon Per Appointment
$17,631
Avg Roof Replacement Value
The Calculator

Price divided by close rate. That is the whole formula.

Pick a preset to load sourced industry numbers, or drag every slider to match your own market. Every output updates instantly and stays on your device.

Your Inputs

Start from a preset, then adjust anything to match your market.

Context only. Shared-lead marketplaces commonly resell one inquiry to 3 to 8 contractors, which is part of why shared close rates run lower.

Your Cost Per Job

Estimate based on the inputs you set. Not a guarantee.

Cost Per Booked Job
$357
Leads/appointments needed per job 7.1
Monthly spend for your job target $1,786
VA Horizon flat rate $199 / appt
Shared lead preset: priced at the low-to-mid end of the published Angi/Networx range, at the low end of the published shared close-rate band. Move the sliders to test your own numbers.
Exclusive lead preset: midpoint of published exclusive-appointment vendor rates ($75 to $200), at the midpoint of the published exclusive close-rate band. Not VA Horizon pricing.
VA Horizon preset: VA Horizon's published $199 flat rate per booked appointment, paired with the industry-published exclusive close-rate band (25 to 35%). This is not a VA Horizon performance guarantee.
How The Math Works

Three numbers, one division.

This tool runs three plain calculations. Nothing is hidden and nothing is estimated beyond what you type in.

Cost per booked job

Price divided by close rate, written as a decimal. A $50 lead at a 14 percent close rate costs $50 ÷ 0.14, or about $357 per closed job.

Leads needed per job

The inverse of your close rate. At 14 percent, you need 1 ÷ 0.14, or about 7.1 leads, to land one signed job on average.

Monthly spend at your target

Cost per job multiplied by the number of jobs you need this month. This is your budget line, not a guaranteed outcome.

The close rate is the number that moves this calculation the most. Shared roofing leads report close rates of roughly 8 to 20 percent, and exclusive appointments report 25 to 35 percent, across the independent sources listed below. Both ranges are industry estimates, not a single controlled study, and your own results will depend on your list quality, follow-up speed, and sales process.

The "contractors sharing this lead" slider does not multiply into the formula. It is shown because it is the structural reason shared close rates run lower than exclusive ones: the same homeowner inquiry commonly gets resold to 3 to 8 contractors, so you are one of several trucks racing to answer first.

Sources

Every default, traced to a source.

No number on this page is invented. Here is exactly where each default came from.

FAQ

Cost per job, answered.

How is cost per booked job calculated?
Divide what you pay for a lead or appointment by your close rate, written as a decimal. A $50 lead that closes into a signed job 14 percent of the time costs about $357 per booked job, because you need roughly 7 of them to land one job. The same math applies to exclusive appointments at a higher price and a higher close rate.
What is a realistic close rate for shared roofing leads?
Independent sources put shared roofing lead close rates at roughly 8 to 20 percent, well below the 25 to 35 percent reported for exclusive appointments (industry estimate, see Sources below). Shared leads are sold to multiple contractors at once, so you are one of several trucks racing to answer first.
What is a realistic close rate for exclusive roofing appointments?
Industry-published figures put exclusive appointment close rates at roughly 25 to 35 percent, versus 8 to 20 percent for shared leads (industry estimate, see Sources below). Exclusive appointments are booked and confirmed before they reach you, which is the structural reason the range runs higher.
Does VA Horizon guarantee a 25 to 35 percent close rate?
No. The 25 to 35 percent figure is an industry-published range for exclusive appointments generally, not a VA Horizon performance claim or guarantee. Your actual close rate depends on your sales process, pricing, and follow-up speed. Use this calculator to model your own numbers, not to predict a specific outcome.
Why does the number of contractors sharing a lead matter?
It is context, not a separate line in the math. Shared-lead marketplaces commonly resell the same homeowner inquiry to 3 to 8 contractors, and that competition is part of why shared close rates run lower than exclusive ones. The calculator already reflects that reality in the close rate you enter, so the contractor count is shown for reference rather than multiplied into the formula.

Want appointments already booked, not just leads?

VA Horizon books exclusive, double-confirmed roofing estimate appointments at a flat $199 per booked appointment, plus a flat $300 one-time setup. No-shows are replaced free. Book a 15-minute call to see your exact rate.

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