Feature may share other kinds of leads with multiple roofers. In the second case, roofers have to compete on response time and price.
In some instances, sellers even sell booked appointments. In such cases, sellers have often done the initial negotiation regarding the scope of the job. In such cases, the cost of the lead does not matter; what matters is the total cost of the job or the project.
Where do UK roofers get roofing leads?
UK roofers get roofing leads from seven sources, and two of them, referrals and organic search, keep producing enquiries after the roofer stops paying.
The graphic and table compare the seven sources on payment model, exclusivity and what happens when spending stops.
The last way of lead generation is particularly vital, as it can consistently provide leads and is more reliable and economical in the long run. This is because referrals and organic search are owned by the business; they stay with them for a long time.
How much does a roofing lead cost in the UK?
Published UK prices start at £ 20 per exclusive roofing lead and £ 130 per booked roofing appointment from pay-per-lead sellers, while the basic plan on one national paid directory starts at about £ 30 a month plus VAT and includes no sales leads. Each source publishes a different pricing model:
• Monthly membership directory. One national directory charges a monthly membership on a fixed 12-month term for most members, from about £ 30 a month plus VAT for a basic plan without sales leads; plans that include leads are priced by trade, location, local competition and lead volume. CORC’ s data study Roofing Marketing: Paid Directories, Trade Associations or Your Own Website? compares what paid listings cost with where each channel ranks on Google.
• Job marketplace with a shortlist fee. One marketplace shows the roofer a shortlist fee before the roofer acts on a lead, and the
Graphic 1. How UK roofers pay for each lead source, and what happens when the payments end.
Lead Source |
Examples |
How the |
|
|
roofer pays |
Referals and repeat customers
Trade Association directory
Paid directory platform
Job marketplace
Pay-per-lead-seller
Google Ads
Organic search
Past customers neighbours and builders
Corc member directory
Rated trader and review directories
Sites where homeowners post a job for trades to respond to
Lead generation companies
Search ads on roofing terms
Google Business Profile, the roofer’ s own website
fee becomes payable when the customer’ s contact details are shared, whether or not the roofer wins the job.
• Job marketplace with dynamic pricing. Another marketplace prices each lead by job size and complexity, location, the homeowner’ s stage in the hiring process and local demand for the trade; the price stays fixed once the job is live.
Exclusive or shared
After payment stops
No direct fee Exclusive Enquiries continue
Membership fee
Monthly membership
Fee per lead
Fee per lead or winning auction bid
Listed alongside other members
Listed alongside other trades
Open to several trades
Exclusive, according to the two sellers reviewed
Listing ends with membership
Enquiries stop
Enquiries stop
Enquiries stop
Cost per click Exclusive Enquiries stop
Time, content and SEO fees
Exclusive
Enquiries continue
• Pay-per-lead seller. One seller charges from £ 20 per roofing lead sent to one roofer only, with no retainer, contract or notice period, and from £ 130 per booked roofing appointment.
• Lead auction. Another seller runs a live auction in which roofers bid on verified jobs, pay only when their bid wins, and receive the homeowner’ s details exclusively.
Continued on p40 www. corc. co. uk www. roofingtradesjournal. co. uk
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