Every lead a homeowner. Every number a real one. $23.82 each.
Measured from our own production database across every paid lead we have ever delivered — not a case study, not our best month, not a market we cherry-picked. The whole ledger.
Two of those are 100% because they are structural, not survey results. A lead cannot exist without a complete number, and an answer that fails the homeowner gate closes the form before anyone is counted. That is a screen, not a lie detector. The number that proves these were real people is the fourth one — and that is while the median first dial still runs over eight hours.
What the same lead costs to buy.
We are not the cheap option — we are a different product. The market has already priced that difference, and it did it without us: the same vendor sells the same category, under the same name, at roughly double when it is exclusive.
Read the denominators. The top two are invoices — what a contractor pays, vendor margin
included. Ours is managed ad spend on your own account; our fee is separate. And exclusive
solar leads list lower than the range shown, at $80–$141.
Networx published rate cards, retrieved 2026-07-28 (list prices). Angi Inc. Form 10-K, FY2025:
$587.1M U.S. lead revenue across 20.2M leads, blended across every trade Angi sells.
Three things we do not control.
- Population density. Thin markets cost more per lead because there are fewer homeowners to reach before the audience repeats.
- Competition. Every operator bidding for the same homeowner in the same week raises what that impression costs.
- Geography and season. Utility rates, roof stock, storm cycles and daylight all move intent — the same ad is a different offer in two states.
This is why one number is a sales pitch and a range is an answer. We map your market before we quote you.
Three things that decide the rest.
- Targeting built from data, not guesses. Utility-territory maps from government GIS — which ZIPs a specific electric utility exclusively serves — filtered on the demographics that make the pitch land.
- Copy written to convert, then audited to refute itself. Every claim goes through a pass whose job is to break it before a dollar is spent.
- Owner-on-camera video, properly made. A real person on the roof beats a cheap AI-generated single image every time — and that is most of what the competition is running.
In most markets these three are enough to make the arithmetic work. Where they are not, we say so on the call.
Nobody has a lead problem. Everybody has a response problem.
A homeowner fills out your form at 7:02pm. They filled out three others in the same ten minutes. Whoever reaches them first is the only company that exists — the rest are calling a stranger who has already made a decision.
This is where almost every ad budget in this industry dies. Not in the targeting. Not in the creative. In the ninety minutes between submit and dial.
Directional. The shape of lead decay is well established; exact figures vary by study and trade, and we do not publish it as our own measurement. What we measure is your actual time-to-first-touch, and we put it in front of you every week.
Let's find out what your market actually costs.
Fifteen minutes. We look at your trade, your territory and your capacity, and tell you what we think a lead and a booked appointment cost there, and what number we would be willing to put in the agreement. If we are not the right fit, we will say so on the call.