VA Horizon vs Angi Leads for Roofing Companies
Angi and HomeAdvisor sell shared leads: the same homeowner request resold to three to eight contractors, priced roughly $15 to $120 per lead plus an annual membership fee, with shared roofing leads closing at an estimated 8% to 20%. VA Horizon sells exclusive, double-confirmed booked appointments for a $300 one-time setup plus $199 per appointment, never resold, with free no-show replacement. They are different products: a raw contact you compete for versus a scheduled estimate already on your calendar.
$300 setup + $199 per booked appointment.
VA Horizon vs Angi / HomeAdvisor
| Decision Point | VA Horizon | Angi / HomeAdvisor |
|---|---|---|
| What you buy | A booked, double-confirmed estimate appointment on your calendar. | A raw homeowner lead, resold to other contractors at the same time. |
| Exclusivity | Exclusive to your business. Never resold. | Typically resold to 3 to 8 contractors at once per lead. (source) |
| Pricing | $300 one-time setup, then a flat $199 per booked appointment, published. | $15 to $85+ per lead (higher for bigger jobs) plus an annual membership around $300 to $400. (source) |
| Close rate (industry estimate) | Exclusive appointments trend 25% to 35%. | Shared leads trend 8% to 20%. (source) |
| No-show / bad lead protection | Free replacement. You are never billed for a no-show. | Credits only, disputed case by case; early-termination fees can reach 30% of the remaining contract. (source) |
| Regulatory / trust record | No public FTC action or comparable order. | 2023 FTC final order requiring up to $7.2 million over deceptive lead-quality and sourcing claims. (source) |
What to verify before choosing either option.
Volume vs quality
Angi and HomeAdvisor can produce more raw contacts per dollar because the same request is sold multiple times. If your team can absorb a low hit rate at scale and already has strong follow-up, that volume has value. If your crew time is expensive, chasing eight-way-shared leads gets costly fast.
Membership and contract terms
Angi charges an annual membership on top of per-lead pricing, and HomeAdvisor has documented early-termination fees up to 30% of the remaining contract. Read the cancellation terms before signing either platform, not just the per-lead price.
What "qualified" means
A shared marketplace lead is qualified against the platform's own generic form, not your criteria. VA Horizon appointments are qualified against roof age, damage type, homeowner status, and service area that you set and sign off on at kickoff.
Complaint and regulatory history
A contractor on Angi's Indianapolis BBB profile documented over $5,700 in charges for leads where "not one person ever answered." Weigh that alongside the 2023 FTC order before treating shared-lead pricing as the full cost of the channel.
Match the choice to your bottleneck.
Choose Angi/HomeAdvisor when
You need raw volume at the lowest unit price, you already have strong in-house follow-up and speed-to-lead systems, and you can tolerate a lower close rate in exchange for more total contacts per month.
Choose VA Horizon when
Your crew's time is the expensive resource, you want appointments already agreed to a specific slot and double-confirmed, and you want a fixed, published per-appointment price with free no-show replacement instead of a credit dispute process.
VA Horizon vs Angi, answered.
Is VA Horizon more expensive than Angi leads?
Does Angi resell the same lead to my competitors?
What happened with the FTC and HomeAdvisor?
Can I use both Angi and VA Horizon at the same time?
What if a VA Horizon appointment no-shows?
Get an exclusive appointment instead of a shared lead.
Book a 15-minute call. We map your service area and criteria, confirm the $199 per-appointment rate, and give you a start date inside the week.
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