Your contact form is not capturing roofing leads. It's capturing names and phone numbers from homeowners who filled something out and will answer one call out of five. That's not a lead — that's a lottery ticket.
The contractors pulling quality leads from their own websites have made one change: they replaced the blank contact form with a tool that gives homeowners an actual estimate. The homeowner gets a real number. You get a lead who already knows roughly what it costs and submitted their contact info anyway. That's a different conversation from the start.
Here are the three tools built specifically for this — all embeddable, no developer required.
Quick Comparison
| Tool | Starting Price | What It Embeds | Lead Type | Best For | |---|---|---|---|---| | Roofr | ~$89/mo | Instant quote widget + contractor platform | Type 2 (calculated) | Contractors who want lead capture + operations in one tool | | ROOFLE | ~$199/mo | Roof Quote PRO satellite estimate widget | Type 2 (calculated) | Mid-size ops wanting CRM integrations and accurate estimates | | Instantroofer | Free embed / ~$199/mo Pro | Instant estimate widget | Type 2 (calculated) | Small shops wanting a low-cost or free starting point |
All three tools generate Type 2 leads — the Lead Type framework calls these "calculated leads." The homeowner inputs their address and project scope; you receive structured data (roof dimensions, material preference, estimated budget) alongside their contact info. That's meaningfully different from a cold Type 1 form submission.
Roofr
Roofr started as an aerial measurement platform for contractors who needed accurate roof dimensions before bidding jobs. The homeowner-facing quote widget came later — and it fits cleanly into their broader platform.
How the embed works: A homeowner enters their address on your website. Roofr pulls satellite imagery, calculates the roof dimensions, and returns an instant replacement estimate. The homeowner submits their contact info to see the full breakdown. You receive a lead that already includes roof measurements — meaning your first call isn't spent gathering information you could have had automatically.
Pricing: Starts around $89/month for access to the contractor platform, which includes the embeddable widget. Measurement report credits are separate on some plans.
Pros:
- The satellite measurement is genuinely useful — you're getting real roof data, not a ballpark based on zip code averages
- The platform behind the widget covers proposals, customer portals, and job tracking — so if you're not happy with your current CRM, Roofr can replace it
- Material ordering integration means the lead-to-proposal workflow is compressed
Cons:
- If you already have a CRM you like, you're paying for platform depth you won't use
- Roofr is building toward a consumer marketplace — there's a potential conflict of interest down the road, similar to what Angi became
- Slightly higher learning curve than a pure widget tool
Best for: Contractors who are ready to consolidate. If you're juggling three different tools for measurements, proposals, and job tracking, Roofr gives you all of it plus lead capture at the entry price. Not the right call if you just want a widget.
ROOFLE — Roof Quote PRO
ROOFLE's Roof Quote PRO is purpose-built for one thing: putting a credible, satellite-based instant estimate on your website so homeowners will hand over their contact information.
How the embed works: Homeowner enters their address. The widget measures the roof from satellite imagery and returns a price range based on local material costs — not a national average. That accuracy matters because a credible number is what gets homeowners to submit their info. A generic "get a free estimate" button doesn't move anyone.
Pricing: Around $199/month for the Roof Quote PRO widget. That's the full price for the embed — there's no lower-tier option to test first.
Pros:
- The satellite estimate is accurate enough that homeowners trust it, which drives higher submission rates
- Native CRM integrations with ServiceTitan, JobNimbus, and others — leads flow directly into your workflow without manual entry
- Full white-label branding; the widget looks like your company built it
Cons:
- Most expensive option for a widget-only product
- ROOFLE also runs a consumer-facing lead marketplace — you're sending data to a company that may route homeowners to your competitors through their own platform
- No free tier or trial; you're committing to $199/month upfront
Best for: Contractors with a real CRM already in place and the job volume to justify the price. If your average job is $12,000–$15,000 and the widget closes two extra jobs a month, the math works easily. If you're doing five jobs a month total, it's a harder call.
Instantroofer
Instantroofer is the simplest product in this category. It's a standalone instant estimate widget — embed it, capture leads, done. No operations platform, no consumer marketplace, no conflict of interest.
How the embed works: Homeowner enters their address and gets an immediate cost range. The estimate creates enough investment that they submit contact info for the itemized version. You get a lead.
Pricing: A free embed tier is available with basic functionality. The Pro tier — which adds branded customization, lead routing integrations, and more accurate estimates — runs around $199/month.
Pros:
- The free tier is a real entry point — you can validate whether an instant estimate widget moves the needle on your site before spending anything
- No competing consumer marketplace; Instantroofer isn't selling leads to anyone else
- Works alongside whatever CRM or operations system you already use
Cons:
- Fewer CRM integrations than Roofr or ROOFLE at the Pro tier
- Less brand recognition — homeowners who've seen ROOFLE's widget across multiple contractor sites may find it more credible on first impression
- The free tier has real limitations; most contractors who take it seriously end up on Pro
Best for: Smaller roofing shops (1–3 crews) who want to test instant estimate capability before committing to a monthly cost, or who are happy with their existing operations stack and just need the lead capture layer.
How to Choose
Start with the question that actually matters: do you need a widget or a platform?
If you already have a CRM, a measurement workflow, and a proposal process — you just want to capture better leads from your website — Instantroofer's free tier is the right first move. Validate the lift in lead quality, then decide whether $199/month for Pro is worth it.
If your current process is a mix of spreadsheets, texts, and gut feel, and you're ready to build real infrastructure, Roofr gives you lead capture and operations for $89/month. That's an efficient starting point.
If you're mid-size, running ServiceTitan or JobNimbus already, and you want the most accurate estimate widget with native integrations — ROOFLE is built for that situation. The price reflects it.
What all three have in common: a homeowner who used any of these tools is not the same as a homeowner who submitted a contact form. They've already seen a number anchored to their actual house. They submitted their info anyway. That's a Type 2 lead — and it closes at a different rate than anything a contact form produces.
Browse all home services lead capture tools in the QuantaTasks directory, including all three tools reviewed here — with features, pricing, and fit checks.