Most lead companies win when they sell more leads. Roof Dogs wins only when the pack closes them. We're built to drive high-conversion demand to GAF-certified roofers — and to give GAF the data to make every lead better.
The commodity lead-generation model profits by selling as many leads as possible — often the same lead to several contractors — whether or not anyone ever closes the job. Volume is their product; your conversion isn't their problem. Roof Dogs is built the opposite way: exclusive, assessment-qualified leads, and a structure that shares in the pack's success. We only win when contractors win. We hunt conversion, not volume.
| How it works | Commodity lead sellers | Roof Dogs |
|---|---|---|
| Their product | Volume of leads sold | Closed roofs |
| Lead exclusivity | The same lead sold to several contractors | One lead, one Roof Dog — exclusive in territory |
| What they optimize | More leads out the door | Higher conversion rate per lead |
| Incentive alignment | They win when they sell, win or lose for you | We win only when the pack closes |
| Data & reporting | A black box — you rarely learn what happened | Radical transparency, shared both ways |
| Built for | The lead seller's revenue | Consumer, contractor, supplier & manufacturer |
A partnership isn't a one-way buy. GAF's market-leading roofing knowledge sharpens which leads we chase — and every lead we generate flows back to GAF as hard conversion data. Each cycle makes the system smarter.
gives the pack
The result is a feedback loop no commodity lead seller can offer: GAF's knowledge finds better leads, and Roof Dogs' data proves exactly what every lead became.
Full transparency on every lead means every dollar spent on lead generation maximizes value across the entire chain — not just for whoever sold the lead. Four wins. Four legs that keep roofing standing.
An honest assessment and a vetted, top-certified roofer — no pressure, real value.
Exclusive, high-intent leads they actually close — not a list they share with rivals.
Predictable, data-backed pull-through of material as closed jobs convert to orders.
More GAF systems specified, more squares sold, more warranties registered — with proof.
The four legs of the dog that keeps roofing running.
Roof Dogs serves owner-operated, GAF-certified roofers — and concentrates exclusive, qualified demand on the tiers that pull through the most GAF product. More work for Master Elite and President's Club contractors means more squares of GAF shingles sold and more Golden Pledge® and President's Club warranties registered — the exact metrics GAF's top tier is measured on.
Every exclusive lead we route is built to move those numbers in GAF's favor.
Let's put numbers to it. We'll walk through the model, the markets we're live in, and exactly how the data exchange works — then run a focused pilot and measure the squares and warranties it drives.