Stop selling naked leads. That's the whole pitch, but it only matters if the arithmetic works — so let's run the arithmetic, line by line, the way a lead aggregator's P&L actually sees it.
The claim is simple: spend $3.95 to enrich a lead and you can resell it for $15 to $40 more than the naked version. That's not a margin improvement. At those numbers it's frequently a margin *multiplier*. Here's why, with real examples.
What a naked lead actually is
A naked lead is a name and an address. The buyer — a roofer or a solar installer — has to do all the qualification themselves: pull the roof measurement, check who owns the house, look up storm history, figure out solar potential. Until they do that work, they don't know if the lead is worth a truck roll.
That uncertainty is exactly what caps what a naked lead sells for. The buyer prices in the risk that the lead is a renter, a flat roof they don't service, or a house with no claim and no storm. Enrichment removes the uncertainty, and removing uncertainty is what you're really selling when you sell an enriched lead.
The roofing example, line by line
Take a roofing aggregator buying raw leads and reselling to restoration roofers.
| Line item | Naked | Enriched |
|---|---|---|
| Raw lead cost | $40–50 | $40–50 |
| Enrichment ([/v1/enrich](https://www.rooftap.app/enrich)) | — | $3.95 |
| Resale price | ~$45–55 | ~$60–75 |
| Margin per lead | a few dollars | $11–21 more |
The raw lead costs the same either way. You add $3.95 of lead enrichment, and the resale price moves up by $15 to $25. After the enrichment cost, that's $11 to $21 of additional margin on a single lead — on inventory you were already buying.
Why does the roofer pay $15–25 more for the enriched version? Because the enriched lead arrives with the roof already measured — area, pitch, facets, linear feet of eaves, rakes, ridges, hips, and valleys, plus a material takeoff and a bid range. The roofer skips the EagleView order and the wait. It arrives with the owner-occupied and owner-match flags, so they don't dispatch a crew to a rental where the tenant can't authorize anything. And it arrives with storm and claim-window data, so they know there's an open insurance claim to work. The roofer is paying for certainty and saved steps, and both are worth far more than $3.95 to them.
The solar example, where the spread is even wider
Solar leads cost more and the enrichment uplift is bigger.
| Line item | Naked | Enriched |
|---|---|---|
| Raw lead cost | $80–120 | $80–120 |
| Enrichment ([/v1/enrich](https://www.rooftap.app/enrich)) | — | $3.95 |
| Resale price | ~$85–125 | ~$110–160 |
| Margin per lead | thin | $26–36 more |
Same $3.95 enrichment, but the resale uplift is $26 to $36 of additional margin per lead after cost. Solar installers will pay a real premium for an address that arrives with kW potential, annual kWh, and panel count already estimated, plus roof geometry to confirm the array even fits and owner-occupancy to confirm the person on the form can actually sign a 20-year agreement. A naked solar lead is a coin flip on system size; an enriched one is a near-finished proposal. That's worth a lot more than four dollars to the installer. Aggregators working both verticals can run the same loop through roofing and solar lead flows.
Why buyers actually pay the premium
Four concrete reasons, none of them vague:
- They skip the EagleView step. The roof measurement they'd otherwise order separately is already in the lead. That's saved cost and saved days.
- They quote on the first call. With the bid range and takeoff in hand, the rep can talk numbers immediately instead of scheduling a measurement and calling back. First-call quotes close more.
- Owner-occupied filtering cuts wasted dispatch. The single most expensive mistake in field sales is rolling a truck to someone who can't say yes. The owner-match flag kills those before they ever get sold.
- Pre-qualified leads convert 2–3x higher. A lead that arrives measured, owner-confirmed, and storm-flagged closes at two to three times the rate of a naked lead. For the buyer, a higher per-lead price with double the conversion is *cheaper per closed job*, not more expensive.
That last point is the one that makes the whole market work: enriched leads cost the buyer more up front but less per acquired customer. So they'll pay the premium all day, and you keep the spread.
The volume-tier math at scale
The per-lead spread is the story for a small operator. For an aggregator at scale, the volume tiers turn it into a serious line of profit. Enrichment pricing drops as you grow:
| Monthly volume | Price per call |
|---|---|
| Up to 5,000 | $3.95 |
| 5,000 to 15,000 | $3.25 |
| 15,000 to 30,000 | $2.45 |
| 30,000+ | $1.95 |
Run an aggregator doing 20,000 leads a month. That lands in the $2.45 tier.
- Enrichment spend: 20,000 x $2.45 = $49,000/month
- Resale uplift (roofing, conservative $15/lead): 20,000 x $15 = $300,000/month
- Net added margin: roughly $251,000/month — about $3 million a year of margin that didn't exist on the naked leads
Even at the most conservative end of the uplift range, the enrichment cost is a rounding error against the margin it creates. Push some of that volume into solar, where the uplift is $26–36, and the numbers get sharper still. And because every enriched address is auto-watched for 24 months, a slice of those leads come back around as storm-triggered restoration leads at no new acquisition cost — extra margin we break down in re-engaging roofing leads with storm data.
The cost you don't pay
One more line that matters: low-confidence reads return `billable: false`. If we can't enrich an address well enough to stand behind it, you don't pay for it. So the $3.95 (or $2.45, or $1.95) is only ever charged on data you can actually resell. That keeps the unit economics clean — there's no "shrinkage" line eating your spread on bad addresses.
This per-call, pay-for-what-works model is the whole point of RoofTap being a data layer rather than a CRM: your cost scales exactly with the value you create, never ahead of it.
Run your own numbers
Take your real raw-lead cost, your real resale price, and your real monthly volume, and drop them into the tables above. For almost every aggregator, the spread between a naked lead and an enriched one is several times the $3.95 it costs to close that gap.
Start with the integration built for your vertical: roofing lead aggregators or solar lead aggregators. Stop selling naked leads. One address in, a ready-to-close lead out — and $11 to $36 more margin on every one.