The real cost of a bought lead
Three ways to buy leads, one number that decides between them: cost per closed client. Here's the honest breakdown of shared marketplaces, pay-per-call, and signal-based B2B sourcing — with the worked math.
What you're actually buying
| Model | Typical cost | Exclusivity | Close rate | Cost / closed client | Best for |
|---|---|---|---|---|---|
| Shared marketplace | $15–75 / lead | Shared with 3–5 | ~3–5% | ~$800–1,500 | Resi volume |
| Pay-per-call / live transfer | $30–100 / call | Sometimes | ~10–20% | ~$300–800 | Resi emergencies |
| Signal-based B2B (us) | $2,000 / mo flat | Routed to one | Account-dependent | One close often covers a year | B2B accounts |
Ranges are industry-typical, not guarantees; your numbers depend on trade, market, and how you work leads. The point is the method: always convert to cost per closed client before comparing.
Why the per-lead price lies
A $40 lead sounds cheaper than a $2,000 membership until you do the division. Forty dollars at a 4% close rate is about $1,000 per new customer — and if that customer is a single homeowner repair, the relationship ends when the invoice is paid. Signal-based sourcing costs more per month and nothing per lead, but it aims at accounts: a management company or building owner worth $50–150K over three to four years. One close can cover a year of membership.
When each model wins
Shared marketplaces win for homeowner emergency volume if you're fast and price-competitive. Pay-per-call wins for resi emergencies where a live inbound call converts high. Signal-based B2B wins when the prize is a recurring account and you'd rather not compete with four other contractors for the same shared inquiry. Many companies run more than one — the mistake is using a resi-volume tool to chase account-sized work.
Compare head to head
Signal-based leads by trade
Questions
Are HVAC (or any trade) leads worth buying?
It depends entirely on the model and the math. Shared marketplace leads can work for homeowner volume if you win on speed and price. For B2B accounts with lifetime value, the per-closed-client cost of shared leads is usually too high — which is why signal-based sourcing exists.
What’s the difference between a lead broker and lead generation?
A broker resells lists or shared inquiries — you’re buying access to demand others also bought. Lead generation, done right, produces a lead that’s yours: sourced from a real signal, matched to the account, and routed exclusively. The difference shows up in the cost-per-closed-client column.
How do I compare costs fairly?
Ignore the per-lead price. Multiply by how many leads it takes to close one client, and divide the total by the lifetime value of that client. A cheap shared lead with a 4% close rate and a one-off job can cost more per dollar earned than a flat monthly membership that lands one recurring account.
Do the math on your own market.
Two weeks, $250, credited in full. Judge signal-based leads on real accounts before committing a retainer.
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