Shared leads vs. one agency per market: the real math for contractors

If you've ever bought leads from a marketplace, you know the feeling: the phone number is already "considering other options," or it goes straight to voicemail because four other contractors called first. That's not bad luck. It's the business model.

How shared leads actually work

Most lead-resale platforms sell the same inquiry to several contractors at once. You're not buying a customer — you're buying a footrace. The lead's value to you drops the moment it's sold to someone else, but you pay full price either way.

Run the close-rate math

Say a shared lead costs $80 and you'd normally close 1 in 3 of your own inquiries. Sold to four contractors, your realistic close rate drops to roughly 1 in 8 or worse, because speed-to-call and luck now decide it.

1. Not resold: $80 ÷ (1 close per 3 leads) = ~$240 to acquire a customer.
2. Shared 4 ways: $80 ÷ (1 close per 8 leads) = ~$640 to acquire the same customer.
3. Same lead price. Nearly 3x the real CAC — plus the time your team burns chasing inquiries that were never really yours.

Why exclusivity changes the unit economics

When an inquiry isn't resold to three other contractors, three things improve at once: your close rate goes back up, your cost per acquired customer drops, and your team stops wasting hours on races they lose. You also stop competing against yourself on price — shared leads train customers to treat you as one of four interchangeable bids.

What exclusive should actually mean

There's a deeper level most contractors never get: exclusivity at the market level. It isn't about any single lead (Google's ad leads, for example, can still go to other advertisers on the page). It's an agency refusing to take on your competitor down the street at all.

That's the model we built Proforged around. We work with one roofer, one HVAC company, and one plumber per city. We don't sell leads — we build and run your marketing in accounts you own, and we won't run the same playbook for your direct competitor, because we've given your slot to you.

What to ask any marketing partner

• Are these leads sold to anyone else — ever?
• Do you work with my direct competitors in my city?
• Do I own the ad accounts, the phone number, and the Business Profile?
• Do you mark up my ad spend?

If the answers aren't "no, no, yes, no," you're renting access to a footrace. Check whether your trade is still open in your city — we cap it at one per market on purpose.