Angi vs HomeAdvisor vs storm data — best roofing lead sources in 2026

Every roofing contractor has heard the pitch: pay us a monthly fee and we'll send you warm leads. Angi (formerly Angie's List), HomeAdvisor, Thumbtack, and a dozen other platforms have built billion-dollar businesses on this promise. But if you've been on any of these platforms for more than six months, you already know the frustrations.

The shared-lead problem

Angi and HomeAdvisor sell the same lead to multiple contractors simultaneously. When a homeowner submits a request, that contact information gets sent to 3–5 contractors at once. You're not getting a lead — you're entering a race. The contractor who calls back fastest wins, and the others wasted their money.

Angi charges $300–$600/month for membership, plus per-lead fees of $15–$85 depending on the job type and market. A roofing lead in a competitive metro market can cost $60–$85 per contact. If you're converting 1 in 5, you're paying $300–$425 in lead costs for every job before you've even touched a shingle.

HomeAdvisor's model

HomeAdvisor Pro works similarly but leans harder into pay-per-lead. Costs vary by trade and location but average $50–$70 per roofing lead in Ohio and Midwest markets. The platform generates leads through SEO and paid search — meaning the homeowners you're reaching were actively searching for help, which sounds good, until you realize 4 other contractors got the same call.

Contractors frequently report that HomeAdvisor leads are lower quality than expected — homeowners doing price comparisons, renters who can't authorize work, or invalid contact information. Chargeback processes exist but require documentation and aren't guaranteed.

Where storm data beats both

NOAA storm data leads are fundamentally different in two ways: exclusivity and intent.

When a hail event hits Franklin County, Ohio, every house in the affected area is a potential job — whether or not the homeowner knows it yet. You're not competing for a submitted form. You're canvassing a neighborhood where you know the damage happened. You're the first call, not the fifth.

The second advantage is volume. A single storm event can generate hundreds of addressable homes in a county. A $300/month subscription to storm lead data gives you access to every event across 6 states — Ohio, Indiana, Michigan, Kentucky, Illinois, and Pennsylvania — refreshed every week.

What storm data won't do

Storm data requires you to do the outreach. Angi and HomeAdvisor deliver inbound homeowners who already want a quote. Storm canvassing means door-knocking or direct mail in affected neighborhoods. If your team isn't set up for proactive outreach, platform leads may still be part of your mix. But for contractors with an outbound sales motion, NOAA-sourced leads at $300/month is the most cost-effective source in the market.