Exclusive vs. Shared Leads: Which Is Right for Your Company?

Every company that joins Gold Star Referrals picks a side on one question: do you want to be one of a few names a homeowner hears, or the only name? Shared and Exclusive leads are the two ways we recommend pros, and neither is "better" in the abstract — the right answer depends on your schedule, your margins, and how much territory you actually want to own. Both are explained side by side on our pricing page; this post is about choosing.

Shared: lower cost, some competition

Shared leads start at $15 per valid lead (10-mile radius, +$5 per lead for each 10-mile step up). Your company is recommended alongside up to two other contractors for the same service and area — three companies total, which is a short list, not a free-for-all. Shared works well when you have crew capacity to fill, when you respond fast, and when your closing skills are strong. Because the homeowner may get up to three calls, speed and clarity matter: the company that answers first and sounds most prepared wins a lot of these jobs.

Exclusive: your territory, your leads

Exclusive leads start at $25 per valid lead at 10 miles (also +$5 per step, up to $45 at 50 miles). You choose a center ZIP and radius, and inside it you are the only company recommended for your services. No bidding against the clock, no sharing the homeowner's attention — the request is yours to work. Exclusive is priced higher per lead because the value per lead is higher: the conversation starts with you as the recommendation, not as one option among three. It's tracked ZIP by ZIP on a first-come basis, so territory that matters to you is worth claiming early.

Questions that point to the answer

• How full is your schedule? Booked out for weeks? Exclusive's higher-intent requests fit a selective calendar. Hungry for work? Shared volume at a lower price fills gaps.
• How fast do you respond? If you or your office answers within minutes, Shared leads convert well. If calls often wait until evening, Exclusive removes the race.
• How strong is your close rate? Great closers make Shared economics work beautifully. If you win work mainly on trust and reputation, being the only recommendation plays to that strength.
• Which neighborhoods are your best jobs in? If a handful of ZIP codes produce your most profitable work, owning them exclusively is usually worth more than being one of three everywhere.

The option most pros end up with: both

You don't have to choose one identity. Your plan is set per service, per area, so a typical setup is Exclusive in your home territory where your reputation is strongest, and Shared across a wider radius to keep the pipeline full. Start where you're confident, watch which leads turn into your best jobs, and adjust. The For Contractors page shows how the application and radius selection work.

Questions & Answers

Carli James writes for Gold Star Referrals.