The History and Landscape of the Roofing Industry
The roofing industry has long been a blue-collar, labor-intensive sector, relying on outdated processes and minimal technology. For much of American history, this approach was sufficient. However, the past decade has seen an influx of private equity funding and cutting-edge technology, leading to an industry-wide transformation.
We are now at a pivotal moment—a massive wave of change is coming. Those who embrace this change and position themselves properly will ride the wave to wealth and financial freedom. Those who don’t will be crushed by it.
At the core of this transformation is your Customer Relationship Management system (CRM). This isn’t just software; it’s the central nervous system of your business, dictating how efficiently you operate and how much profit you make.
Why Does the CRM Matter So Much?
Your CRM is more than just a tool—it’s the engine, drivetrain, and transmission of your business. It drives every critical process, from lead generation to job completion, while connecting your team and systems into one cohesive operation.
To illustrate, think of your roofing business like a vehicle:
- A poorly designed CRM is like a broken-down daily driver—it’ll get you where you’re going, but not without constant repairs and frustration.
- A well-designed CRM, on the other hand, is a hypercar, built for performance and efficiency. It handles stress, maximizes productivity, and delivers results effortlessly.
The good news? A hypercar doesn’t cost much more than a daily driver if you work with the right specialist. The key is choosing someone who can design a system that fits your specific needs and positions you for exponential growth.
How to Choose the Right CRM Specialist
Choosing the right CRM specialist is just as important—if not more important—than the CRM software itself. A poorly designed CRM can cost you time, money, and opportunities, no matter how powerful the software is. Here’s how to make the right choice:
1. What’s Their Background in CRMs?
Ask:
- How long have you been building CRMs?
- What systems are you familiar with?
- What industries have you worked in?
Many CRM specialists today are new to the field, often trained by software providers like GoHighLevel (GHL) or HubSpot. While these programs teach the basics, they don’t prepare implementers to handle the unique challenges of the roofing industry.
Pro Insight: I’ve been building CRMs for over 20 years, customizing systems across multiple industries, including roofing. My experience means I don’t just know how to set up a CRM—I know how to make it work for your specific business needs.
2. What’s Their Experience with Roofing?
Ask:
- Have you worked in the roofing industry?
- Have you been a canvasser, closer, or business owner in this space?
Most CRM specialists lack roofing experience. They’ve never knocked doors, explained roof components to homeowners, or managed a sales team. Without this hands-on knowledge, they can’t fully understand the challenges roofing businesses face.
Pro Insight: I’ve done it all—door knocking, closing deals, managing sales teams, and scaling roofing companies to millions in revenue. This firsthand experience ensures I can design systems that actually work for roofers.
3. What Software Do They Recommend and Why?
Ask:
- Which CRM platforms do you recommend, and why?
- Are your recommendations influenced by commissions or performance?
Some specialists push software like GHL or HubSpot because of the high commissions they earn. While these platforms are great for marketing, they lack critical features for roofing, such as job tracking and production tools.
Pro Insight: I recommend ProLine, a CRM that combines marketing automation with robust production capabilities. It’s ideal for roofing businesses because it simplifies estimating, tracks job files, and offers excellent reporting for sales and commissions.
4. Do They Understand Benchmark KPIs?
Ask:
- Can you track KPIs for every stage of my sales and production pipeline?
- How will you use this data to optimize my business?
A great CRM should measure performance at every stage of your pipeline:
- Leads → Booked Appointments.
- Booked Appointments → Show-Ups.
- Show-Ups → Signed Contracts.
- Signed Contracts → Funded Projects.
- Funded Projects → Completed Jobs.
- Completed Jobs → Collected Revenue.
If your specialist can’t discuss these metrics, they won’t be able to design a system that delivers results.
5. Do They Understand the Roofing Industry’s Shifts?
Ask:
- Do you have experience with retail and insurance models?
- Do you understand commercial vs. residential roofing?
The roofing industry is evolving rapidly. The rise of retail sales, the changing insurance landscape, and the growth of commercial projects all require unique systems. Without experience in these areas, a CRM specialist can’t design a system that meets your needs.
The ROI of a Well-Built CRM
A properly designed CRM is an investment, not an expense. Here’s the math:
Let’s say your average job brings in $15,000–$20,000 in revenue. After costs, you’re looking at a net profit of around $1,500–$4,000 per job.
A high-quality CRM that adds just five additional jobs could generate an additional $8,000–$20,000 in profit. And that’s just the beginning. A great CRM doesn’t just add a few jobs—it multiplies your jobs while eliminating inefficiencies and headaches.
Here’s how:
- More Efficient Lead Management: Convert more leads into booked appointments.
- Faster Production: Reduce delays and complete jobs more quickly.
- Improved Close Rates: Track and optimize every stage of your sales process.
- Streamlined Administration: Save time and reduce overhead.
When done right, a CRM can easily pay for itself in a matter of weeks, all while positioning your business for long-term growth.
Conclusion
Choosing the right CRM specialist is one of the most important decisions you’ll make for your roofing business. Look for someone with a deep understanding of CRMs, firsthand roofing experience, and a proven track record of delivering results.
Remember: the goal isn’t just to add a few jobs—it’s to multiply your revenue while eliminating headaches. With the right system and the right partner, your business can grow faster and operate more efficiently than ever before.
Are you ready to transform your roofing business? Let’s build a system that works as hard as you do.
