A buyer’s guide for contractors

Shared vs. exclusive contractor leads

Start with one question when a provider quotes a price per lead: who else can receive the same inquiry? Then compare what each source actually costs your team per booked estimate and per won job.

What you’re buying

Shared lead: The provider can send the same inquiry to multiple businesses. Ask how many can receive it and whether they all get it at the same time.
Exclusive lead: The provider agrees to send the inquiry to one business under its stated rules. Ask how long that restriction lasts and whether the provider can distribute the inquiry through another channel. The customer may still contact other contractors independently.

What to ask before you pay

Which job types and ZIP codes can I accept or exclude?
When was the inquiry submitted, and how quickly will my team receive it?
What counts as a duplicate, an invalid contact, or an out-of-area inquiry? How are disputes handled?
What details come with each lead, and what contact methods did the customer authorize?
Can I pause or adjust delivery when our crews are fully booked?

Compare sources using the same outcomes

Track each source from inquiry to booked estimate to won job. Compare the same trade, service area, and job types, and give each group enough time to close. Divide total lead spend by the number of booked estimates or won jobs from that source.

Calculate your actual cost per booked estimate and won job.

Example with made-up numbers: Twenty shared leads at $30 each cost $600. If they produce three jobs, that’s $200 per won job. Ten exclusive leads at $70 each cost $700. If they produce four jobs, that’s $175 per won job. The more expensive lead can cost less per job, depending on how many you win.

Use the contractor lead cost calculator to set a ceiling before comparing offers, or see how Lead Flow Partners builds a lead pipeline.