Let's be direct about what changed. RoofTap used to pitch itself as roofing software — a CRM for contractors. We repositioned. We're now a lead enrichment API: one address in, a ready-to-close lead out, $3.95 a call, no homeowner involved.
This isn't a rebrand. It's a different product for a different buyer, and it came from a hard look at where the money and the gap actually were. Here's the honest version of why.
The CRM seat is a knife fight
If you want to sell a roofing contractor a CRM in 2026, you are walking into a crowded, mature, expensive market. AccuLynx owns the high end of the production workflow. JobNimbus has the volume play. ServiceTitan is bringing enterprise field-service muscle into the trades. Roofr is winning on slick estimating and instant measurements. Every one of them is well funded, well known, and fighting over the same seat: the contractor's CRM login.
We could have spent years and a lot of money trying to be the fifth-best option for that seat. The math on that is bad. The buyer already has a CRM, switching costs are brutal, and the feature checklist is a treadmill you never get off of.
More importantly, fighting for that seat meant ignoring the people who were quietly asking us for something none of those CRMs sell.
The gap nobody was filling was data
The roofing and solar world runs on leads. Brokers generate them. Aggregators buy, package, and resell them. Large roofing companies and carriers consume them by the thousands. And almost none of these high-volume operators wanted another CRM. They wanted better data on the lead, the instant it was created.
Think about what a raw lead actually is: a name and an address. That's it. To do anything useful with it, somebody has to figure out the roof, the property, the owner, the storm history, the solar potential. Today that means stitching together EagleView for measurements, a property-data vendor for ownership, a hail vendor for storms, and a separate solar tool — four contracts, four integrations, four invoices, and several minutes of latency per address.
Nobody was selling the whole answer in one call. That was the gap. So we stopped competing for the CRM seat and rebuilt RoofTap as the enrichment layer that sits under everyone's CRM — including the four we just named.
What "data-first" actually means: one call, four layers
The product is the /v1/enrich API. You send one address. In about 3 to 6 seconds you get back a ready-to-close lead — with roughly 95% coverage on U.S. single-family homes, and no homeowner photo flow, no app for them to download, no involvement from them at all. Low-confidence reads come back as `billable: false`, so you don't pay for data we couldn't stand behind.
Every call includes a stack of free layers:
- Storm and claim-window — last hail, 5-year hail count, max wind, last event date, and whether the address is inside an open insurance claim window
- Hazard risk — property-level risk signals
- Neighborhood — area context
Then the paid layers you turn on per call:
- Roof — satellite measurement: area, pitch, facet count, linear feet of eaves, rakes, ridges, hips, and valleys, complexity score, material takeoff, and a bid range. The EagleView step, folded into the same call.
- Property and owner — year built, roof age, owner-occupied and owner-match flags, lot and living area, last sale, a fresh-mover flag, and assessed value.
- Solar — kW potential, annual kWh, and panel count.
- Imagery — the picture to go with the numbers.
Roof plus property plus storm plus solar, from a single address, in one request. That's the thing that didn't exist before, and it's the entire reason for the repositioning.
Who this is for now
We're explicit about the new buyer because it sets expectations correctly. RoofTap is built for operators who move leads at volume:
- Lead brokers who want to sell enriched leads instead of naked ones, at a higher price.
- Lead aggregators in both roofing and solar, who buy raw and resell qualified.
- Large roofing companies running their own lead flow who want to quote on the first call and route owner-occupied homes to the right crew.
- Carriers and iBuyers who need property and roof condition at the address level, programmatically.
If you're a two-truck shop shopping for a CRM, we'll be honest: that's not who we built the new RoofTap for. Go pick one of the four CRMs above. But if your business is moving leads at scale, the data layer under those CRMs is exactly where the leverage is — and it's where we now live.
Pricing that matches an API, not a SaaS seat
Data-first means per-call pricing, not per-seat subscriptions. You pay for the addresses you enrich, and the rate drops as you scale:
| 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 |
No seats, no contracts, no minimums dressed up as "platform fees." You send addresses, you get data, you pay per address. That's the whole model. The margin math on enriched leads shows why that $3.95 pays for itself several times over on resale.
The data keeps paying after the first call
Here's the part that made the data-first bet obvious internally. Because we own the enrichment moment, we can keep working the address long after you've sold the lead. Every enriched address is auto-watched for 24 months, and when a qualifying storm — 1" hail, 60 mph wind, EF1+ tornado, or a hurricane warning — lands within 10 miles, a webhook fires in minutes. A dead lead becomes a claim-ready lead with no new acquisition cost. We wrote up the full mechanics in how to re-engage roofing leads with storm data.
That re-engagement loop is only possible because we're the data layer. A CRM can't do it — it doesn't own the enrichment, the storm watch, or the address-level intelligence. We do.
Where to start
If you move leads at volume, the data layer under your stack is the highest-leverage place to spend $3.95. See the full product on the RoofTap homepage, browse the API and integrations overview, and when you're ready to send your first address, the /v1/enrich endpoint is one call away. One address in, a ready-to-close lead out.