1,300
US searches a month for "roofing leads", at $48 a click. Roofers pay to find the homeowner before anyone else does.
Google Ads keyword data via DataForSEO, Sept 2026
87%
of Grok Bot's answers about local businesses cited bbb.org. The assistant checks you before it names you.
Picks Index, Grok Bot answers, Sept 2026
45%
of US consumers used an AI tool for local business recommendations in the past year.
BrightLocal, Feb 2026, n=1,002
Shared leads versus a named roofer
A shared roofing lead is a homeowner's form sold to several roofers at once. You pay for it whether you win the job or not, and you are racing the others to the phone.
When a homeowner asks an assistant instead, there is no auction. It names a few roofers and says why. The homeowner calls one of them. The roofer that was named did not pay per lead, and the next three roofers never saw it.
“The best roofing lead is the homeowner who already heard your name from the assistant they trust.”
What the assistant checks before it names a roofer
We record what Grok Bot, Meta Muse and Instinct say when homeowners ask for local businesses, every month, in the Picks Index. The same checks come up again and again.
- 01
Your own website
For most picks the assistant read the business's own site first. Grok Bot did for 85% of its picks, Instinct for 93%. What your site says about warranty, service area and the estimate is what the assistant repeats.
- 02
Standing it can verify
Grok Bot cited bbb.org in 87% of its answers. License and insurance stated plainly, and matching what the records say, keep you on the list.
- 03
Reviews
Reviews were the most common reason Meta Muse gave for a pick, in 70% of them. Volume gets you considered. What reviewers say about the work decides how you are described.
- 04
Price and financing
Price and financing was the most common reason Instinct gave, in 65% of its picks. A price range per square or a typical replacement range, and your financing terms, give it something to say.
What we do for a roofer
- 01
Run the homeowners' real questions, monthly
Replacement, repair, storm damage and insurance questions in your metro, through the assistants people use. You see which roofers were named and, in the assistant's own words, why.
- 02
Publish what the assistant checks
Warranty terms, license and insurance, the towns you serve, what the inspection includes, and a price range you can stand behind.
- 03
Line up the records
Google Business Profile, BBB and the directories the assistants cite, made consistent with your site.
- 04
Count the calls
We tag AI-sourced calls and forms in your call tracking so you can compare them with what you pay per shared lead.
We are not a lead seller
We do not sell roofing leads, and we do not take a cut of your jobs. We work on your site, your profile and your listings so the assistant names you, then we show you the proof. The fixes stay on your site if you leave.
If you buy shared leads today, keep buying them while this builds. Most roofers compare the two for a quarter and decide from their own call tracking.
Bought roofing leads vs Picked by Agents
| Bought roofing leads | Picked by Agents | |
|---|---|---|
| Who else gets the lead | Three or four other roofers | Nobody. The assistant named you to the homeowner |
| How you pay | Per lead, won or lost | A flat monthly fee, never per lead |
| What you own | Nothing when you stop paying | The fixes on your site, profile and listings |
| Proof | A list of contacts | The assistant's own words, then AI-sourced calls in your tracking |
| Storm season | Prices go up with demand | The same answer keeps naming you |
Questions we get asked
Do you sell roofing leads?
- No. We work so the assistants homeowners ask name your company, and we show you the answers. The homeowner calls you directly. There is no lead to buy and no one else to share it with.
How fast does this produce roofing leads?
- The fixes go live in the first weeks. How fast the assistant changes its answer varies by market and by assistant. We run the same questions every month so you can see the shift, and tag AI-sourced calls as they arrive.
Should we stop buying leads?
- Not at first. Run both for a quarter and compare cost per job in your own call tracking. Some roofers keep a lead seller for storm surges, others drop it.
Which assistants do you check?
- The ones homeowners use, including ChatGPT, Gemini, Grok, Meta Muse and Instinct. The Picks Index shows how several of them choose local businesses today.
Does this work for insurance and storm work?
- Yes. We run the storm damage and insurance claim questions homeowners ask after hail, and publish how you handle inspections and adjusters so the assistant can explain it.
Your next step
See which roofers the assistants name in your market.
The report is free. It shows who they named for your homeowners' questions and where they stopped on you. Then we fix it, guaranteed.
Or write to Greg at greg@pickedbyagents.com.