In roofing, two markets coexist under the same keyword: the emergency following damage, and planned renovation. The first signs quickly and compares little; the second compares a great deal. Handling them together distorts every rate.
The enquiry arrives with the type of work and its degree of urgency — enough to prioritise your callback.
The homeowner is on the line while describing the damage observed, without having to explain it again.
Fourteen criteria apply across all verticals. These ones are specific to yours, and this is where the difference between a contact and a real project is made.
Emergency work and planned renovation share neither the same decision cycle nor the same close rate: mixing them makes any measurement unreadable.
Site accessibility rules out a share of enquiries before any site visit.
A roof replacement often opens up an insulation or solar project straight after.
Move the price you are willing to pay for a lead. Available volume and meeting rate move with it: a lead bought below its acquisition cost arrives raw, with no verification and no call.
Results are projected on a batch of 100 leads — the market's unit of comparison — and not on the vertical's total volume.
An indicative estimate built on market averages. It is neither a quote nor a commitment on volume or results.
On a batch of 100 leads
25
appointments obtained
5.9
signed deals
€56,222
in potential revenue
€541
in lead budget per signed deal
Appointment rate used here: 25% — the 30% ceiling is the published figure for warm call transfers. With raw leads, whether an appointment is secured depends on your own callback time.
Lead budget for this batch of 100
€3,200
Volume available, at this price, in Energy retrofit leads
2,830per month, across all buyers
Exclusive or shared, depending on the vertical and demand — we decide together before the first volume.
Yes, this criterion is captured at qualification. You can receive only one of the two: they involve neither the same teams nor the same sales approach.
They are identified as such when the household declares it. If your business does not handle them, they are filtered out before delivery — the decision path goes through the insurer and lengthens the cycle.
A test volume, your own criteria, your own sales team. It is the only honest way to compare one supplier with another.