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Roofing lead value: what’s a roof replacement lead worth?

Leak calls and full tear-offs land in the same inbox. Price the leads you want, the replacements, so you know what to pay for them.

By the BlueSmith team · Updated

At a glance

You enter
  • Average project value
  • Gross margin
  • Leads that become booked estimates
  • Estimates you close
You get
  • Each lead is worth (revenue)
  • Gross profit per lead
  • Leads per signed job
How the math works
  • Same math, roofing inputs
  • Split repairs from replacements
  • Example (not a benchmark)
What it costs
Free. No signup, no email. Arithmetic on your own numbers, not a promise of results.
35%
40%
30%

Each lead is worth (revenue): $2,160

Each lead is worth (revenue)$2,160
Gross profit per lead
$756
Leads per signed job
8.3

$18,000 project, 35% margin, 40% of leads booked, 30% of estimates closed.

See what we’d build for these numbers

Starts with example numbers. Change them to yours. Arithmetic only, not a promise of results.

HOW IT WORKS

Three steps. Your numbers.

  1. 01

    Enter your numbers

    Enter your average replacement value and gross margin.

  2. 02

    Watch it recalculate

    Add the share of roofing leads that book an inspection or estimate.

  3. 03

    Use the answer

    Add the share of those estimates you sign.

How the math works

Same math, roofing inputs

Revenue per lead = replacement value × booking rate × close rate. Gross profit per lead = that × margin. Leads per roof = 1 ÷ (booking rate × close rate).

Split repairs from replacements

Run it twice: once for repair leads with your repair ticket, once for replacement leads. A blended number hides which campaign is actually paying.

Example (not a benchmark)

$18,000 replacement, 40% book, 30% sign: $2,160 revenue per lead. At a 35% margin, $756 gross profit per lead. About 8.3 leads per signed roof.

KEEP GOING

Use it with these.

STRAIGHT ANSWERS

Questions we hear.

Does this tell me what roofing leads will earn me?

No. It’s arithmetic on the numbers you enter. The defaults are example numbers, not a roofing benchmark.

Why does the repair-versus-replacement mix matter so much?

A leak repair and a full replacement can both take an inspection, but they pay very differently. If most of your leads are repairs, your real lead value is far below the replacement figure.

Homeowners get several roofing bids. Where does that show up?

In your close rate. If you’re one of three bids on most roofs, use the close rate you actually see, not the one you’d like.

How should I use the result?

Hold gross profit per lead up against what you pay per lead. If a source costs more than a fair slice of that, it’s not working, however busy it keeps you.

Numbers are the start. Let’s build the system.

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