HomeAdvisor vs Angi vs Booked Appointments

Roofers usually compare HomeAdvisor and Angi as if they are two different bets. They are two doors into the same model: a platform buys homeowner attention, collects a form, and sells that contact to several contractors. The genuinely different third option is not another marketplace, it is buying a scheduled inspection instead of a contact. Here are all three, side by side.

The three-way comparison

Cost figures for shared lead marketplaces in this article are third-party reported ranges, not our data and not quotes from the platforms. Sources: leadtruffle.co, improveandgrow.com and constructionleadpro.com. Pricing and terms change, so confirm anything current directly with the platform.

HomeAdvisor, plainly

HomeAdvisor built its volume on homeowners describing a project and getting matched with several pros. For a roofer that means instant contact flow, a mix of repairs, replacements and general inquiries, and the same fundamental mechanic as any shared marketplace: several contractors receive the person you just paid for.

Where it works: you need volume now, you answer the phone in under a minute all day, and your average job can absorb a lead cost in the reported $15 to $85 or more band. Where it hurts: quality varies, credit disputes are ongoing admin, and in a busy metro the reported effective cost per signed job can reach $1,000 to $1,400 or more.

Angi Leads, plainly

Angi and HomeAdvisor sit under the same corporate roof, and the roofing contractor's experience of both is more similar than different: pay per contact, plus a membership component reported at roughly $300 per year, with contacts shared with 3 to 8 contractors. Angi carries a stronger consumer brand and a review profile that homeowners genuinely browse, which is a real asset even for contractors who buy no leads at all.

Practical difference to test rather than argue about: traffic mix by metro. In some markets one platform simply produces better roofing inquiries than the other. That is worth a controlled 30-day test with a hard spend cap. What is not worth doing is switching in the hope that the shared model behaves differently, because it will not. The deeper read is in our honest Angi breakdown.

Booked appointments, plainly

The third option changes what you are buying. Instead of a contact you have to reach first, somebody makes the calls, confirms the homeowner owns the property, confirms the address is in your service area, gets a read on the damage and the timeline, and puts a scheduled inspection on your estimator's calendar. Reported close rates on exclusive opportunities run 27 to 30 percent against 13 to 20 percent on shared contacts, and the reason is not magic: nobody else is calling, and the qualifying conversation already happened.

It is not free of trade-offs. It costs more per unit than a shared lead. It takes setup time rather than starting this afternoon. And it only makes sense when your estimators have capacity, because the whole point is filling calendar time you already own. If crews, not calendar, are your bottleneck, buy nothing and go hire.

Which one you should pick

• Idle crews, no pipeline, someone on the phone all day. Run a marketplace with a hard spend cap while you build something that compounds. Volume beats efficiency at zero.
• Nobody answers the phone within a minute. Do not buy shared leads from anyone. You will fund competitors' close rates. Fix answering, or buy appointments where the calling is already done.
• Estimators with open days, high average project value. Booked appointments. The math turns on your close rate and your ticket, both of which favor exclusivity.
• Commercial, property manager or restoration work. Neither marketplace is built for it. Direct outreach is the only route.
• Thin margins, plenty of work. Stop renting demand. Referrals, reviews and local pages first.

Whatever you choose, report on the same number: total channel spend, including your own team's hours, divided by jobs signed. HomeAdvisor versus Angi is a small question. Contact versus booked appointment is the big one. Next: shared versus exclusive, the real math and the Angi Leads alternative.

Why the first two columns look almost identical

Contractors sometimes read the table above and assume we were lazy. We were not. HomeAdvisor and Angi Leads are variations of one product, and the reported figures for both sit in the same bands: $15 to $85 or more per lead, a wider $20 to $120 depending on trade, location and project value, roughly $300 per year of membership on top of lead charges, contacts shared with 3 to 8 contractors, and 13 to 20 percent close rates on shared leads.

What genuinely differs between them is traffic: which homeowners land on which form in your metro, what mix of repair versus replacement inquiries you see, and how the platform's rules handle credits and service areas. Those differences are real and they are local, which is why the only useful comparison is a capped test in your own zip codes rather than an argument on a contractor forum.

It also helps to know they sit under the same corporate roof. HomeAdvisor and Angi Leads are both Angi Inc. products, which is why the pricing model, the sharing mechanic and the credit process feel so similar from the contractor's side of the phone. Where either one still earns a place is narrow: a newer roofing company without the volume to justify a full outbound program, or a supplement during slow retail months when your crews have gaps to fill.

Run the numbers on your own business

Use your figures, not ours. Three inputs: what you pay per lead, the share of leads you actually reach and quote, and your close rate on those. Multiply out to cost per signed job, then add the hours your team spends chasing. Two examples using the reported ranges show why the answer is so market dependent.

• Modest market. $50 leads, 15 percent close: roughly $333 of media per signed job as reported. On a $12,000 replacement that is a rounding error and the channel is a bargain.
• Competitive metro. Leads at the top of the band, more contractors on each one, close rate at the bottom of the 13 to 20 percent range: reported effective cost climbs to $1,000 to $1,400 or more per signed job. Same product, same effort, completely different decision.

Now run the same arithmetic on exclusivity. At the reported 27 to 30 percent close rate on exclusive opportunities instead of 13 to 20 percent shared, you need roughly half as many opportunities for the same number of contracts. That is why a more expensive unit can still be the cheaper channel, and why cost per lead is the wrong metric to shop on.

Fix these before you switch anything

• Answer speed. First contact inside a minute during business hours, or shared leads are not for you at any price.
• Follow-up cadence. Two calls, a text, and a next-day attempt on every single inquiry. Written down so it happens without you.
• Estimator capacity. Know how many inspections a week your team can actually run. Buying more opportunity than your calendar can absorb wastes it.
• One reporting number. Cost per signed job, including your own hours, reviewed monthly.
• A second channel that compounds. Reviews, Google profile, local pages. So no platform decision is ever existential again.

Do those five things and every option above gets better, including the one you are already paying for.

Keep reading

• How to Get Roofing Leads in 2026 (With or Without Angi)
• Shared vs Exclusive Roofing Leads: The Real Math
• How to Cancel Angi Leads (and What to Do Next)
• Angi Leads for Roofers: An Honest Breakdown
• 7 Angi Alternatives for Roofing Contractors
• Angi Leads alternative: exclusive booked roofing appointments
• Roofing leads hub: every program, city and guide we run