Angi Roofing Leads Review: Worth It in 2025?

Your phone rings at 8:47 AM.

It's a homeowner from Angi asking about a roof replacement. You drop what you're doing, call them back in three minutes, and discover five other contractors already called.

By 9:15, the homeowner stops answering. You just paid $62 for a lead that went cold before you could even introduce yourself.

This scenario plays out thousands of times daily across roofing companies using Angi (formerly Angie's List and HomeAdvisor). The question isn't whether Angi generates leads - it does. The question is whether those leads justify the cost when you're competing against 3-15 other contractors for every single one.

Angi charges roofing contractors between $15 and $85+ per lead, with most markets seeing costs of $25-$120 depending on location and competition. That's just the entry fee. The real cost comes when you factor in your time, your sales rep's effort, and the price you cut to compete against every other contractor who got the same lead.

💰 What Angi Actually Costs for Roofers

Let's cut through the marketing speak and talk real numbers.

Base Investment: Angi requires an annual membership fee starting around $300 per year, though this varies by market and business type. That's before you receive a single lead.

Per-Lead Costs:

• Small repair jobs: $15-$35 per lead
• Full roof replacements: $45-$85 per lead
• Storm restoration projects: $60-$120 per lead

The Hidden Cost: Multiple contractors report spending more than $1,400 to acquire each customer who actually closes through Angi. Compare that to owning your own Google presence where customer acquisition costs average $300-$450.

Here's the math that kills most contractors: You buy 20 roof replacement leads at $65 each ($1,300). If you're seeing the industry-reported 13% conversion rate on shared Angi leads, you close 2-3 jobs. Your cost per acquisition? $433-$650 before you account for the hours your reps spent chasing the other 17.

📞 How Angi's Lead Sharing Actually Works

When a homeowner fills out Angi's form, that same lead information gets sold to multiple contractors - sometimes as many as 16 different roofing companies. Every contractor pays full price for the exact same contact.

The homeowner's experience? Their phone explodes within minutes. Texts, calls, emails from a dozen contractors all promising the best service and lowest price. By the time you make contact, they've already talked to three competitors and have two quotes in hand.

What Angi Calls It: "Matched leads based on your service area and expertise"

What It Actually Is: A race to see who calls first, quotes lowest, and follows up most aggressively. The homeowner isn't evaluating who's the best contractor - they're filtering out who's the most annoying while hunting for the cheapest price.

Industry data shows that 35-50% of shared-lead sales go to whoever calls first. Notice it doesn't say "best qualified" or "most experienced." Just fastest.

🎯 The Real Conversion Numbers

Industry close rates tell the whole story. Average roofing contractors close 27-30% of qualified leads. Good contractors with proper training hit 30-40%. Elite reps who've practiced hundreds of objection scenarios can reach 35-42%.

But those numbers assume qualified, exclusive leads where you're not competing on price alone.

With Angi's shared model, contractors report drastically different results. One roofing company tracked conversion rates of 13% on 300 Angi leads compared to 27% on 100 exclusive leads from other sources - literally half the close rate for twice the hassle.

Why the gap? Three reasons:

1. Price Shopping Intent — Homeowners using Angi are collecting quotes, not hiring contractors. They're trained by the platform itself to compare multiple bids. You're entering a pricing tournament, not a sales conversation.
2. Lead Fatigue — By the time you reach them, they've talked to 4-8 other contractors. They're exhausted, confused, and defaulting to whoever quoted lowest.
3. Quality Variance — Contractors across multiple class-action lawsuits allege that many Angi leads were not actually seeking services, with reports of false leads, unauthorized charges, and lead recycling.

⚖️ When Angi Makes Sense (And When It Doesn't)

Angi isn't universally terrible. There are specific situations where the platform can work as a supplemental lead source.

Where Angi Can Work:

Rural Markets: In small towns with limited competition, contractors report better results because fewer companies are bidding on the same leads. When you're only competing against 2-3 other contractors instead of 12, your odds improve dramatically.

Emergency Services: Storm damage, leak repairs, and emergency situations create urgency. Homeowners need someone now, not quotes from eight contractors next week. Speed matters more than price in true emergencies.

New Businesses: If you just launched and have zero online presence, Angi can generate immediate activity while you build your own SEO and Google My Business presence. Think of it as expensive rent while you're constructing your own house.

Where Angi Fails:

Established Markets: In competitive suburban territories with dozens of roofing companies, the lead-sharing model becomes a pricing war. Your GAF Master Elite certification and 20 years of experience don't matter when six contractors quote $2,000 less.

Premium Positioning: If you sell quality over price - Owens Corning Duration Premium, lifetime warranties, meticulous flashing details - Angi works against you. The platform trains homeowners to compare price first, value never.

Consistent Pipeline: Contractors report that Angi works best as a short-term gap filler, not a core lead strategy, with recommendations to continue investing in long-term owned marketing channels like SEO. You can't build predictable revenue on leads you're renting.

🔄 The Angi-HomeAdvisor Merger Reality

Angi (formerly Angie's List) merged with HomeAdvisor in 2017 under parent company IAC, creating two brands - Angi Ads and Angi Leads - that share the same lead pool. This matters because many contractors sign up for both, thinking they're diversifying lead sources.

They're not. Leads coming through Angi are shared with HomeAdvisor contractors, meaning you could be paying for the same lead twice if you're listed on both platforms.

IAC announced in January 2025 that it plans to spin off Angi in Q2 2025. What does this mean for contractors? Uncertainty. Pricing changes, service quality shifts, and platform modifications are all on the table during corporate restructuring.

💡 What Actually Works: The Alternative Math

That $1,400 Angi customer acquisition cost could buy any of these instead:

1. SEO Investment — Proper SEO delivers customers at $300-$450 each and you own the asset. Your Google rankings work 24/7 without per-lead fees.
2. Google Local Service Ads — Pay-per-lead like Angi, but homeowners see verified Google-screened contractors. Leads cost $75-$150 with less competition because Google limits how many contractors see each lead.
3. Your Own Website + Reviews — Every Angi lead you close could instead be a five-star Google review driving organic traffic. Build the asset you own rather than renting attention.

<<<Visual #3 here>>>

🎓 The Training Gap Nobody Talks About

Here's what makes the Angi math even worse: your reps are practicing on leads you're paying $65 each for.

When they freeze during the "my neighbor got their roof done for $8,000" objection, that's a $65 training session. When they don't know how to handle the "I need to think about it" stall, another $65 gone. Run that across 15-20 leads while your new rep learns the fundamentals and you've spent $975-$1,300 on training before they close a single deal.

Compare that to objection training where reps practice 200+ scenarios before they ever talk to a real homeowner. They learn to handle price objections, insurance confusion, and competitor comparisons on practice scenarios - not on leads that cost you real money.

The contractors succeeding with Angi aren't special. They just trained their reps to close at 35-40% instead of 13%. Same leads, different preparation.

🚨 The Bottom Line for 2025

Angi lead costs increased again in 2025, with intensifying competition and mixed contractor reports on whether platform improvements have enhanced lead quality.

Is Angi worth it? For most established roofing contractors - no. The shared-lead model, price-focused positioning, and high cost per acquisition work against building a sustainable business. You're renting customers at premium rates while your competitors build owned assets that compound over time.

Use Angi if:

• You're brand new with zero online presence (3-6 months only)
• You're in a rural market with limited competition
• You have a systematic sales training process to maximize conversion

Skip Angi if:

• You're established and can invest in SEO
• You compete in saturated suburban markets
• You position on quality and expertise over price
• You want predictable, scalable growth

The roofing companies thriving in 2025 aren't the ones buying the most leads. They're the ones converting the highest percentage of every lead they touch - whether that lead comes from Google, referrals, or yes, even Angi. But they're training their reps to close at 38% instead of 13%, and that changes everything about the economics.

Frequently Asked Questions

How much do Angi roofing leads cost?

Angi roofing leads cost between $15 and $85 per lead depending on job type and market competition, with most roof replacement leads ranging $45-$85 each. However, the true cost per acquired customer typically exceeds $1,400 when factoring in the 13% average conversion rate on shared leads. Contractors also pay an annual membership fee starting around $300.

Is Angi worth it for roofing contractors?

For most established roofing contractors, no. The shared-lead model and high cost per acquisition ($1,400+) work against sustainable growth. However, Angi can work for new contractors with zero online presence, rural markets with limited competition, or as a short-term gap filler while building owned marketing assets like SEO.

What is the conversion rate for Angi roofing leads?

Contractors report approximately 13% conversion rates on Angi roofing leads, compared to 27-30% on exclusive leads from other sources. This lower conversion happens because Angi sells the same lead to 3-16 different contractors, creating intense price competition.

Are Angi leads shared with other contractors?

Yes. Angi sells the same lead to multiple contractors—typically 3-8 roofing companies per lead, though some contractors report leads being sold to as many as 16 businesses. Each contractor pays full price for the same homeowner contact information.

What's the difference between Angi and HomeAdvisor?

Angi and HomeAdvisor are owned by the same parent company (IAC) and share the same lead pool, operating as Angi Ads and Angi Leads respectively. Contractors listed on both platforms may end up paying for the same lead twice.

What are better alternatives to Angi for roofing leads?

Better alternatives include investing in your own SEO ($300-$450 cost per customer), Google Local Service Ads ($75-$150 per lead with less competition), and building your Google My Business presence with reviews. These owned marketing assets compound over time and deliver exclusive leads.

Ready to stop competing on price and start closing on value? Check out our AI Role Play training where reps practice 1,000+ objection scenarios before they ever talk to a real homeowner. Or explore Ghost Rep for real-time Bluetooth coaching during appointments.