Fake Roofing Leads: How to Spot Them Before You Pay
Not every bad lead is a scam. Some are just low quality. Either way you paid for it. Here is how to see the problem early.
Eight warning signs
- 1Wrong or disconnected numbers. A few happen. A pattern is a problem.
- 2"I never asked for a roofer." The homeowner filled in a form about something else, or was tricked by a prize or survey.
- 3Renters. Nobody checked ownership.
- 4Outside your area. Nobody checked the address.
- 5The same name twice. Recycled contacts sold again.
- 6Old requests. The homeowner asked weeks ago and already hired someone.
- 7Everyone has already called them. The lead was sold to many roofers.
- 8Perfect-looking data that never answers. Possibly generated by bots.
Where bad leads come from
- Forms that promise something unrelated to roofing
- Lists bought and resold many times
- Aggregators who sell the same request to anyone who pays
- Ads targeted so widely that anyone clicks
Protect yourself before you buy
Ask these and get the answers in writing:
- How is each lead produced?
- How old is it when I get it?
- Is it sold to anyone else?
- What is your policy for wrong numbers, renters and out-of-area?
- How fast do I have to report a bad one?
In 2023 the FTC finalized a $7.2 million settlement with HomeAdvisor over claims made to contractors about lead quality and source (Wood Floor Business). Written terms matter.
Test small
Buy a small batch first. Log every lead: reached or not, owner or not, in area or not, booked or not. After 30 leads you will know.
The stronger fix
The further down the chain you buy, the harder it is to fake. A phone number is easy to fake. A homeowner standing in the driveway at 2 p.m. is not. That is the case for paying per inspection. See roofing leads vs booked inspections.
Questions roofers ask
What bad-lead rate is normal?
It varies by source. Compare sources against each other with your own log.
Can I get my money back?
Only under the provider's credit policy. Report quickly and keep notes.
How does NorthLine guard against this?
A real person texts every homeowner to confirm they own the home, the address is in your area, and they will be home. You pay only when the inspection is booked. See how it works.