Shared leads are cheaper because the same homeowner inquiry can be sold to multiple contractors. Exclusive leads cost more because only one contractor receives the opportunity.
The important question is not price per lead. It is cost per booked job.
Shared leads create immediate competition
The homeowner may hear from several companies within minutes. That can push the conversation toward speed and price before the contractor has a chance to establish value.
Exclusive leads remove one source of competition
Exclusive does not mean guaranteed. The customer can still contact other companies independently. It simply means the lead provider is not selling that same inquiry to multiple contractors.
Contact rate matters
A cheap lead you cannot reach is expensive. Track how many leads answer, how many are qualified, how many book, and how many close.
Run the math all the way through
If shared leads cost half as much but close at one-third the rate, the cheaper source may produce a higher customer-acquisition cost.
Match the model to your sales operation
Teams with fast call centers can sometimes make shared leads work well. Smaller contractors often benefit more from fewer opportunities with less built-in competition.
Judge both models by gross profit from completed jobs, not by the price shown on the lead invoice.
