Choosing the right CRM is one of the most critical decisions a roofing company can make. A powerful CRM not only helps manage client relationships but also streamlines project management, automates workflows, and tracks leads—all of which are essential for a smooth, efficient operation. Here’s a breakdown of the top CRMs in the roofing industry, including my personal favorite, ProLine, which brings together the best of automation, ease of use, and advanced job estimating and costing capabilities.
Nimbus: Great Project Management, But Growing Pains
I was a huge Nimbus user back in 2017 when it was only $25 per user, and I’ve watched it evolve over the years. While I loved the early versions, recent growth has impacted the customer service quality, and I started to feel it was going to be rough to build out Nimbus for multiple clients. While Nimbus is still solid on the project management side, I began looking into other options that could offer smoother setup and support.
- Detailed Project Tracking: Nimbus allows for highly customizable project tracking, letting you add in details specific to each job. This flexibility is ideal for companies that want to build out their own workflows and dashboards tailored to their needs.
- Extensive Reporting Features: For companies that value data insights, Nimbus provides a range of reports that can help identify areas for improvement, track job progress, and manage budgets. It’s a tool that helps with visibility and accountability across teams.
- Challenging to Build Out: While powerful, Nimbus has a steeper learning curve than other CRMs. The customization options can be overwhelming, and without automations, manual work is required to keep leads engaged. It’s best suited for companies with dedicated time to configure and manage the system, or those who value high customization over ease of use.
GoHighLevel
As I searched for alternatives, I seriously considered GoHighLevel (GHL), given its strong reputation in marketing automation. However, I had concerns about the workarounds needed for roofing-specific features. GHL’s popularity among marketers is often tied to its attractive commission structure, but I found it lacked the built-in job costing and project management that roofers really need.
- Powerful Marketing Automations: GHL shines in automated lead nurturing, follow-up sequences, and SMS/email campaigns. It’s designed to maximize engagement, which can be beneficial for companies heavily focused on marketing.
- Lacks Job-Specific Features: Unlike other roofing-specific CRMs, GHL doesn’t have built-in job estimating, costing, or project management tools. For a roofer, this means needing additional systems to handle these core operational functions.
- Complex Setup for Non-Marketers: GHL’s interface is built for marketing-heavy workflows and can feel overwhelming for teams new to complex automation. While it offers advanced features, the lack of specialized roofing functionalities limits its usefulness for managing day-to-day projects.
It’s worth noting that because of GHL’s high commission incentives, the market has seen an influx of “CRM specialists” pushing it without necessarily understanding the roofing business. Many of these consultants have taken quick courses on selling GHL, and while they may know the marketing side, they lack hands-on roofing experience and don’t fully grasp what a roofing CRM truly needs.
My background in roofing CRM isn’t just theoretical. I hold a double degree in Business Information Systems and Supply Chain Management from a top 50 business school, and I’ve been in the trenches—doing everything from canvassing to owning and selling my own roofing company. My CRM and operations knowledge allowed me to scale and sell my business quickly, and I now use that expertise to help other roofing professionals do the same. I’m always on the lookout for the best solutions to serve my clients’ needs, and my allegiance is to their success, not to any given software or commission structure.
AccuLynx: Powerful Lead Management and Document Control
AccuLynx is another popular choice in the roofing industry, with a focus on lead management and document control. It’s particularly effective for larger companies that need a centralized place to store documents and manage leads at scale.
- Lead Management: AccuLynx offers a solid suite of lead management tools, allowing roofers to track leads from initial contact through to closing. Its lead tracking features are well-organized, which helps prevent leads from slipping through the cracks.
- Document Storage and Sharing: The CRM includes document storage that can be shared across teams, making it easy to keep contracts, permits, and job photos in one place. This feature is particularly valuable for companies managing multiple job sites.
- Steeper Learning Curve: AccuLynx is a powerful tool, but it does require time to learn and fully implement. Teams need some dedicated onboarding time to take advantage of all its features. Additionally, while it’s great for lead and document management, it lacks the built-in automations and job costing that some other CRMs offer.
Roofr: Simple, Effective CRM for Smaller Roofing Companies
For smaller roofing companies or those just getting started with a CRM, Roofr provides a simpler solution that covers the basics without overloading users with too many features.
- Quick Setup: Roofr is designed to be easy to set up, making it accessible to teams that want a CRM without a complicated onboarding process. It’s straightforward and ideal for companies that don’t need advanced features.
- Affordable Option: Roofr is generally more affordable than other CRMs on this list, making it a good entry point for smaller teams. You’ll get essential CRM tools for lead tracking, project management, and some document storage without breaking the bank.
- Limited Customization and Features: Roofr is basic by design, which can be a limitation for companies that need more robust project tracking or automation. It’s best for smaller operations that just need the essentials.
ProLine: My Top Pick for Roofing CRMs
After reviewing a variety of options, I ultimately landed on ProLine. I first heard about it when Dimitri posted about a few CRM solutions, and about 60 roofers chimed in recommending ProLine. I scheduled a demo, and I haven’t looked back since. Here’s why it stands out:
- Automations on Par with GHL: ProLine incorporates powerful automations similar to GoHighLevel (GHL), which many companies use for lead nurturing and follow-up. This means you can set up drip campaigns, automated reminders, and lead scoring, all from within ProLine’s system—essential for keeping potential clients engaged without manually reaching out every time.
- Intuitive Interface: ProLine has one of the cleanest, most user-friendly interfaces I’ve seen in a roofing CRM. It’s easy to navigate, which is a significant advantage for teams that want to get up and running quickly without a steep learning curve.
- Advanced Job Estimating and Costing: Roofing projects live or die by accurate estimates and job costing. ProLine makes it incredibly easy to generate and adjust estimates, ensuring projects stay within budget. The job costing feature is built into the system, so you’re not juggling multiple spreadsheets or tools to track expenses and profitability.
Although I’ve found ProLine to be the best fit for my clients so far, I’m always on the lookout for the latest and greatest solutions. My allegiance is to my clients’ success, not to any one software. If something better comes along that will better serve my clients, I’ll make the switch. For now, ProLine provides the ideal balance of automation, ease of use, and roofing-specific tools.
Which CRM is Right for You?
Ultimately, the right CRM depends on the specific needs and goals of your roofing business:
- For Full-Service Automation and Ease of Use: ProLine is my top recommendation for companies that want powerful automations similar to GHL, an intuitive interface, and top-notch job estimating and costing tools. ProLine gives you everything in one streamlined package, making it a great choice for roofing companies ready to streamline their workflows and boost efficiency.
- For Marketing-Focused Companies: GHL is great for businesses focused primarily on lead nurturing and marketing, but it lacks the core job-specific tools roofers need. For those wanting an all-in-one solution, ProLine may be a better fit.
- For Advanced Project Management: Nimbus is ideal if your focus is on project tracking and reporting. It’s highly customizable, though it requires a dedicated setup period and doesn’t include built-in automations. It’s a powerful tool for companies with complex project requirements who value customization.
- For Lead and Document Management: AccuLynx is excellent for companies that need a centralized space for documents and lead tracking. It’s highly organized but requires a bit of onboarding to fully utilize its features.
- For Simplicity and Cost-Effectiveness: Roofr provides basic CRM functions at an affordable price, making it a good fit for smaller companies just getting started with CRM.
Take the Next Step in Optimizing Your Roofing Business
Investing in the right CRM can significantly boost your efficiency, improve client relationships, and streamline your project management. If you’re ready to explore options and find the best fit for your business, let’s connect. Schedule a free discovery call, and I’ll help you assess which CRM aligns best with your goals and guide you through setup and best practices.
