Roofr and ROOFLE are the two most talked-about instant estimate tools in roofing. Both put a satellite-based quote widget on your website. Both capture leads who've already seen a real number tied to their actual house. Both convert meaningfully better than a contact form.
The question isn't which one is good — they both are. The question is which one is right for your specific shop, your current stack, and what you're willing to pay.
Here's an honest look at both.
Quick Comparison
| | Roofr | ROOFLE Roof Quote PRO | |---|---|---| | Starting price | ~$89/month | ~$350/month (+ $2,000 setup) | | Free trial | Yes | No | | Lead type | Type 2 (satellite estimate) | Type 2 (satellite estimate) | | Setup time | 1–2 hours | 1–2 hours | | CRM integrations | Limited | ServiceTitan, JobNimbus, others | | Operations platform | Yes (proposals, jobs, ordering) | No | | Consumer marketplace | Yes (potential conflict) | Yes (potential conflict) | | Best for | Budget-conscious shops or those who want one platform for everything | Shops with an existing CRM who want maximum conversion |
Roofr
Roofr started as an aerial measurement platform — contractors used it to get accurate roof dimensions before bidding jobs. The homeowner-facing instant quote widget came later, sitting on top of that measurement infrastructure.
What the embed does: A homeowner enters their address on your website. Roofr pulls satellite imagery, calculates roof dimensions, and returns an instant replacement estimate. The homeowner submits contact info to see the full breakdown. You receive a lead that already includes measured roof data — no estimating-by-phone required before your first conversation.
Pricing: Around $89/month for the contractor platform, which includes the embeddable widget. Some plans charge separately for measurement report credits once you exceed a monthly volume.
Pros:
- Lowest price point among satellite estimate tools — the widget is included in what's already a reasonably priced platform
- The platform extends well beyond lead capture: proposals, customer portals, material ordering, job tracking. If you're running your business on spreadsheets and texts, Roofr can replace all of it
- Free trial available, so you can validate before committing
Cons:
- You're paying for platform depth you may not use. If you already have a CRM and proposal workflow you like, you're funding features that don't apply to your shop
- CRM integrations are more limited than ROOFLE — if you're deeply embedded in ServiceTitan or JobNimbus, the data connection isn't as clean
- Roofr is building a consumer-facing marketplace alongside the contractor product. That creates the same long-term tension that Angi ran into — the company's incentives and yours start to diverge over time
Best for: Contractors who are ready to consolidate their tools and want one platform that handles lead capture, measurements, proposals, and job tracking at an accessible monthly price. Also a smart starting point for smaller shops that want a free trial before committing.
ROOFLE — Roof Quote PRO
ROOFLE built Roof Quote PRO to do one thing: put the most credible, highest-converting instant estimate widget possible on your website. It's not an operations platform. It's not a CRM. It's a lead capture tool, and it's very good at that specific job.
What the embed does: Homeowner enters their address. The widget pulls satellite measurements and returns a price range based on local material costs — not national averages. That localization is part of what makes homeowners trust the number enough to submit their contact info. A credible, specific estimate converts. A vague range doesn't.
Pricing: $350/month for the widget, plus a $2,000 one-time setup fee. That's the only tier — there's no entry-level option, no free trial. You're in or you're not.
Pros:
- The estimate accuracy is the best in the category — localized pricing means homeowners see a number that feels real, not a guess
- Native integrations with ServiceTitan, JobNimbus, and other major CRMs. Leads flow directly into your workflow with no manual entry
- Full white-label branding; the widget looks like your company built it
- Focused product — the team isn't splitting attention between widget conversion and a job management platform
Cons:
- $350/month plus a $2,000 setup fee with no trial is a serious commitment for a small shop. If you do five jobs a month, you need to believe in the ROI before you've seen it
- ROOFLE also operates a consumer-facing marketplace. Same conflict-of-interest concern as Roofr — they may route homeowners to other contractors through their own platform
- No operations platform means you're still managing your jobs, proposals, and measurements elsewhere. That's fine if you have a system — it's a gap if you don't
Best for: Mid-size roofing operations already running a real CRM who want the highest-converting widget on the market and have the job volume to absorb the price. If your average job is $12,000–$15,000 and this widget closes two extra jobs a month, $199 is not the bottleneck.
Head-to-Head
Price: Roofr wins easily. $89/month for a platform that includes the widget versus $350/month (plus $2,000 setup) for the widget alone is a dramatic difference, especially for shops doing under 15–20 jobs a month.
Ease of setup: Roughly equal. Both take 1–2 hours for a non-technical owner to configure. ROOFLE's focused scope may make configuration slightly faster since there's less platform to set up.
Lead quality: Functionally similar at the widget level — both use satellite measurements to generate localized estimates, which is what drives homeowner trust and submission rates. ROOFLE's localized pricing model may produce slightly higher initial conversion, but the difference is not dramatic for most markets.
CRM integrations: ROOFLE wins for shops using ServiceTitan, JobNimbus, or similar enterprise tools. If clean data flow into your existing CRM matters, ROOFLE handles it better.
Operations depth: Roofr wins, clearly. If you need more than a widget, Roofr gives you a platform. ROOFLE doesn't try to compete here.
Customer support: Both have active support teams. Roofr's larger user base means more community resources and third-party tutorials. No meaningful difference for day-to-day issues.
The Verdict
Choose Roofr if: You're running a 1–3 person shop, you want to test with a free trial before committing, or you're ready to consolidate your operations tools into one platform at a price that doesn't require you to close extra jobs just to cover the subscription.
Choose ROOFLE if: You're already running ServiceTitan or JobNimbus, you want leads flowing directly into your CRM without manual work, and your job volume makes $350/month plus the $2,000 setup fee easy to justify against a higher conversion rate on your website.
Both tools generate what the Lead Type framework calls a Type 2 lead — a homeowner who has seen a real estimate, invested enough to submit their info, and enters your pipeline already knowing the ballpark. Either one is a material upgrade over a contact form.
Browse both tools — and others like Instantroofer — in the QuantaTasks directory.