Exclusive leads vs. shared leads: the math service businesses keep missing

Shared lead platforms are popular because they look cheap on the invoice. They aren't. Let's run the numbers the way owners actually should.

The shared-lead math

Say HomeAdvisor sells you a 'qualified' roofing lead for $45. That same lead went to three other contractors at the same time. Industry close rate on shared leads sits around 5–10% in roofing. At an average ticket of $12,000, your cost per booked job is roughly $450–$900 — assuming you respond fastest.

The exclusive-lead math

Run your own Meta + Google funnel and you might pay $200 per lead — sounds worse. But close rates on exclusive leads typically run 25–40% because nobody else is calling them. Cost per booked job: $500–$800. Same range, but with a key difference.

Why exclusive still wins

• You own the relationship — they call you back for the next job.
• You own the data — every lead becomes a retargetable audience.
• You own the reviews — happy customers come back to your funnel.
• You don't compete on speed-to-call with three other contractors at 11pm.

When shared leads make sense

Honestly: when you have crew capacity, no marketing systems, and need work this week. Treat it as cash-flow stopgap — not a strategy. Build the exclusive funnel in parallel, then turn the shared platforms off.