Tag: <span>CRM</span>

Technology stacks need to be able to communicate and integrate with each other for success

RT3 member Charles Antis interviews Antis Roofing Chief Operation Officer to share more about the technology stacks that she has implemented within the company.

Charles Antis of Antis Roofing loves technology but when it comes to implementing it, he trusts his COO, Karen Inman to put the solutions in place. In this interview, he talks to Karen about what is happening at Antis Roofing. Watch it here, or read the transcript below.

CA: This month’s question is: What is your technology stack, and how does it work together? Karen, you get to answer this question for me because I can’t.

KI: Well, and this is what I do. This is part of why I came to Antis. So, at Antis our application stack includes the Microsoft Office Suite of tools along with SharePoint and Teams for our collaboration. And then in the past year, we’ve actually switched over to an ERP system. We use Salesforce.com along with Accounting Seed. Both from the field side as well as the office on customer service. And then of course with our accounting team.

Something special that we’ve done, which is really cool, is we actually worked with CompanyCam, who we’ve used for a little while to create an API that works with Salesforce. So, our techs can take photos in CompanyCam and it syncs with our Salesforce instance, which is really cool. Because then our estimators get to see that. And it’s all in one place.

And then the other piece that we use in our application stack is HarnessUp for our safety program. So, we used Tom Whitaker’s tool and it is phenomenal. It really has made a big difference for us out in the field. On the safety side, it’s been a game changer in our ability to see what’s happening out there and also educate the guys. So that’s our stack. That’s what we’re doing.

Charles Antis is the founder and CEO of Antis Roofing & Waterproofing. Karen Inman is COO of Antis Roofing & Waterproofing

Source: RoofersCoffeeShop

The ROI of Roofing Reports: How Understanding Your Data Can Impact Your Bottom Line

By Michelle Mittelman, Acculynx.

CRM platforms have evolved into a critical tool for roofers and exterior contractors when it comes to managing and organizing the processes associated with owning and running a service-based contracting business. Expanded features have given roofers the ability to create estimates and contracts, manage production calendars, order measurements and materials, and communicate more effectively across teams.

All of this functionality yields an overwhelming amount of job data that is collected and stored within a CRM. However, most roofing CRM’s offer little to no customization of reporting features, making it difficult to garner insight, visualize and disseminate this information to their teams. As a result, in an effort to combat this lack of data accessibility, roofers often run multiple reports across several platforms in order to see the information they need.

The ability to structure, customize and analyze data within a CRM is the most important tool that a roofer can leverage to make actionable decisions, strategize future production and gain a competitive edge.

Every company is different; roofers service different markets, use different materials and offer various additional exterior trades. The data that is important to one business may not have as great an impact on another when it comes to making decisions that affect the bottom line.

The ideal format of data output and the way that information is analyzed and applied to overall business strategy is so varied, that roofers cannot always rely on static reports to see viable results.

Reporting solutions for roofers need to be flexible.

The ability to create detailed reports, as well as the ability to manipulate the way that the data is grouped, calculated, displayed and shared needs to be customizable.

For example, a company may need to create a sales report for different material lines, or even get as granular as shingles sold by color. Other companies may need to report on the ROI of shingle recycling programs, or rebate offers year over year in order to better understand their overall performance.

Roofers need to be able to see their data to understand it.

The ability for roofers to easily visualize their data is another critical function of reporting. Dashboards can help roofers quickly see and understand high level key performance indicators. The ability to customize dashboards for specific teams or set permissions allows everyone to understand and measure their own success in correlation to the company.

Data should not live in a silo.

The data compiled in your CRM is only useful if it’s being shared with the people who need to see and understand the information. The ability to automatically share detailed reports, dashboards and analytics with your project managers, team leads and sales are critical when it comes to providing transparency and aligning department goals with those of your business. When key employees have access to these reports, they are better able to make adjustments to their strategies, analyze employee performance metrics, and identify existing issues and opportunities.

Successful roofers see the value that comes from understanding business performance. The ongoing ability to monitor reports drives meaningful changes, and ultimately contributes to revenue growth.

What is a Sales CRM and Why Should You Care?

If you don’t have a sales CRM in place, you’re leaving a lot of potential money on the table.

By Ryan Groth.

A sales CRM (customer relationship manager) system can tell you how much work you can expect to come in the next week, month or quarter. It gives roofing contractors the ability to define sales processes and measure the stages of each potential contract. Sales CRM programs also give you reliable reporting to make the right decisions and predict the future. Wouldn’t you rather “know” than “guess?” Making sales predictable so that you have enough work for your crews to do is important, but if you don’t have a sales CRM in place you’re also leaving a lot of potential money on the table. Leads are slipping through the cracks due to mismanagement. Did you know that the first company to contact a lead has a 238 percent higher conversation rate than the second to contact? Companies on average take 19 hours to respond via email and 61 hours to respond by phone, according to a recent study from the Massachusetts Institute of Technology

Given these overwhelming circumstances, there are some key questions you need to be asking: Do you know that following up is important? What are you doing about it? Do you know that if you take managing leads seriously that you’ll smoke your competition?

The problem is salespeople and estimators are telling you one thing, but the reality is they’re doing another. This means that you aren’t in control and you need to keep a closer eye on your projects. Without a good sales CRM, you’ll find that you’re unable to see trends at a glance and see who and what’s really performing well. That makes it very difficult, if not nearly impossible to answer the following key questions directly impacting your company’s day-to-day: How can your sales manager manage his team objectively without knowing what your closing ratio is? How do you know where to spend your marketing dollars, or is it just a guessing game? What can you anticipate in future sales without understanding your pipeline? Are you thinking that you can buy that next big piece of equipment, building or two more service trucks based on hope? It’s better to really know.

Think of it this way, would you hand-weld an entire TPO roof just because you happen to already own a heat gun, or would you rather do the field laps with a robot? A sales CRM is like the robot. A heat gun is like most database software.

In a sales CRM, one must be able to insert and measure their identifiable key performance indicators, or in layman’s terms, each step of the sales steps. Sales managers also need to be paying attention to reports like sales pipeline, closing ratios, selling cycle, achievement against goals for sales and bid volume, lead source tracking on a per-salesperson, per-division basis. If you’re not keeping track then how can you hold your team accountable to performing the right activities to close more deals? It’s better to “know” than to “guess.”

So, is a CRM all about the sales manager after all? No, CRM’s can be user-friendly even for roofers and can actually help sales people sell. Sales reports are a huge pain in the neck for salespeople because they get paid to produce revenue. But if the system can actually help them sell more and keep them focused on the right priorities, everyone wins.
So, if you knew your competition was following up with every lead and tracked every step of the sales process, would you want to compete against that guy?

Ryan Groth is president of the Florida-based Sales Transformation Group, Inc. Over the past decade, he’s helped roofing companies from around the country improve their technological capabilities and transform their sales organizations. Reach him at rgroth@salestransformationgroup.com.

Note: This article first published in Roofing Contractor Magazine and can be viewed here.

7 Steps to Opportunity Automation in Roofing

By Ken Kelly, Kelly Roofing.

CRM, or Customer Relationship Management, is a software system designed to track potential customer interactions and help manage the sales process.  There are a number of players in the CRM space, but the two most robust offerings are Dynamics CRM and Salesforce.  The key to their success is the ability to automate and customize.  This article focuses on the opportunity.

Many companies call opportunities “leads.”   Opportunities are so much more.  Opportunities are a true request to provide a quote or potential quoting “opportunity.”  In the end, opportunities are either won or lost.  And, you can have multiple opportunities for each customer.  Now that we know what an opportunity is, let’s jump into the creating an automated opportunity process.

1 – Create the Opportunity. 

In most cases, a potential customer will simply call into your office, fill out a web form request or send an email request to have their roof looked at.  If a lead asks for an estimate they are now an opportunity.  Convert the lead to an opportunity and add in additional details about their specific need.  Details needed will include details about the leak or problem, contact details, who the decision maker is, budget, communication channel preference, type of roof, age of roof, time frame, presentation venue, advisors and material preferences.

2 – Set Estimate Appointment.

To truly automate the process there are online calendar systems that allow potential customers to request their own appointment time slot, much like making a restaurant reservation via OpenTable or similar app.  If your CRM program has an integrated resource calendar this is absolutely possible and quite easy to set up.  Set your CRM software to change the appointment duration based on the type of appointment.  Repairs may only take one hour while reroofs may take three.  Commercial projects could take the full day.  The system can use the job type to determine this.  The system can also automatically assign an estimator, sales coordinator and sales manager.

3 – Confirmation Automation.

Based on the potential customer’s preference, an automated confirmation should be generated from your CRM system shortly after the estimate appointment is created.  This communication is most often an email but could be a text or phone call.  I suggest including the detailed information you’ve collected from the potential client and ask them to review it for errors or omissions.   Many times, potential customers have told us what their objections are in a reply email to the confirmation.  Suggested items to list include names, phone numbers, email addresses, time of appointment, type of roof, budget, time frame to decision, decision makers, type of roof interested in, etc.  Also include information about your company to help give some background on what makes you unique.  As a final touch of professionalism, resend the confirmation 24 hours before the appointment and make it easy for the potential client to reschedule if needed.

4 – Estimate Automation.

Time is our most valuable resource.  Constantly spending it reinventing the same estimate wheel is a waste.  Have your CRM system do the heavy lifting for you.  For instance, if you use an aerial measurement service, have your CRM system request a report automatically via addressing.  The service can reply in kind using an importable file type that can then auto-generate estimates, prepopulate proposals and do most of the work without ever involving the sales team.

5 – After-Estimate Action.

Once the estimate is completed the system should be updated with the sales details.  Examples are percentage of probably win rate, likely decision time frame, adjusted budget amount, samples requested, next follow-up date, type of follow-up requested and anything you can think of that will help adjust the after-estimate actions.  Now that CRM has the information it needs, let the automation begin.  CRM can automatically order samples from distribution or manufacturers and have them sent directly to the client.  How about sending an after-estimate survey to see where the potential customer stands?  Send automated communications via snail mail, email, fax, text or phone call reminder to see if the customer has made a decision yet.

6 – Close Opportunity Lost.

Ever wonder what happened to that estimate you gave a while back?  Wouldn’t you like to know who won that big job?  Wouldn’t it be nice to look at a list of opportunities and only call on the ones that are still active?  This is where the Close Opportunity dialog comes in.  Close opportunities lost if they were truly lost, if the customer decided not to have the work done or if it wasn’t really an opportunity in the first place.  Have CRM send the opportunities an email with reply buttons in it.  If the job is lost, just have them simply click on “We’ve decided to not have the work done or have it done by someone else.”  This is a soft way for lost clients to let you know they went elsewhere.  Let the system do it automatically to avoid putting any more time into a lost cause.

7 – Close Opportunity Won.

The customer has just awarded you the job.  Now this is where automation really takes over.  Your CRM software can be programmed to pass over all the important opportunity, contact, account, roof and job-related details and automatically start preparing the project for production.  It’s time to automatically thank the customer and let them know what to expect.  Have CRM contact the customer with a special thank you message.  Include details on the specific job process, timeline of the project, what to expect, what they can do to prepare, what additional details are needed to keep things on schedule and so on.    And don’t forget to bask in the winner’s circle.  You deserve it.

Ken Kelly is president of Kelly Roofing in Naples, Fla. For more information, he can be reached via email at ken@kellyroofing.com.


Note: This article first published in Roofing Contractor magazine and the full version can be viewed here.

Using Your Reports to Make Better, Profit-Driven Decisions for Your Roofing Business

By Michelle Mittleman.

Software technology has opened the door for roofing companies when it comes to managing their business more efficiently and effectively than previous generations. CRM and ERP platforms, mobile applications and integrations give roofers 24/7 access to their business, including the information they rely on to make smart decisions.

It’s more than just knowing how many leads are in your pipeline, or how much revenue your top salesman generates on a quarterly basis. Dashboards and colorful graphs can’t always provide you with the in-depth analysis into the data that you need to see in order to make profit-driven decisions that impact your entire organization.

Going back and forth between Excel or separate programs means you are spending valuable time staring at spreadsheets, and not taking care of the things that really need your attention. As a roofing business owner, it’s more critical now than ever before that the reports you see and share with your teams are both accessible and easily generated from your software platform.

What Do Your Reports Tell You?

The greater the visibility you have into all of your data, the easier it is for you to extract the critical information necessary to run your business.

Is your reporting easy?

Reports are not helpful if you need to spend hours analyzing them. Reports generated from your CRM should easy to create, easy to to understand and easy to access.

Is your reporting customizable?

Being able to create custom reports from all of the data within your software platform means you get to pick and choose what’s important to you and not what a software company thinks you need.

Likewise, can your teams create their own reports that they need to succeed in their individual roles? Flexible data structuring and custom filtering means everyone has access to what they need.

Does Your Data Give You True Insight Into Your Business?

Being able to create calculations within your reports that allow you to derive meaningful insights and a greater understanding of what is happening in your business is the foundation of what software reporting functionality is about.

At the end of the day, these reports should be helping you make smart, profitable decisions for your roofing business.

Note: This article first published on the AccuLynx blog and can be viewed here.

3 Ways Roofing Software Creates a Seamless Experience for Your Sales Teams

By: Nate Stein, AccuLynx

As industry technology continues to advance, so does the ability of your sales teams to integrate their selling process with software platforms specifically designed to improve their efficiency.


As a roofing company, you rely on the expertise and organization of your teams in the field to generate, track and close new business every season. These teams are constantly on the move, handling massive amounts of paperwork, phone calls and tracking progress through the pipeline. Some roofing businesses may struggle to keep all of these moving parts organized and accessible for accounting and management back in the office. However, as industry technology continues to advance, so does the ability of your sales teams to integrate their selling process with software platforms specifically designed to improve their efficiency.

Unlike in the past, roofing sales teams no longer need to flood filing cabinets with seemingly never-ending loose-leaf paper and copies. Instead, emerging roofing business software platforms can completely change how your salespeople handle the documentation for customers and jobs in progress. By implementing a CRM into your roofing business, you can streamline the selling experience for your roofing sales teams and create urgency for the buyer.

Create Familiarity with Your Customer (and Never Lose Their Information Again)

Everyone remembers the not-so-good ol’ days when you went diving through seas of filing cabinets in order to locate that one phone number belonging to the prospect who you spoke with last week. After taking forever to locate the paper, you give the customer a call back, only to mess their name up during the call because you cannot read the handwriting of the salesperson who jotted down notes during the initial conversation. Now, not only did you waste time locating files, but you also lost a customer by not referring to them by the correct name, making them feel less than valued.

With roofing business software, you can combine the benefits of an ERP and a CRM platform to simplify your roofing sales management. Ditch that messy filing cabinet and replace it with software that allows you to electronically input all customer information and track them from prospect to invoice. Instead of wasting time sifting through physical files, soar through electronic files at lightning speed to locate customer information. Easily search in your CRM by client name, date, salesperson, address, etc.

With your data securely stored in the cloud, you will never lose a customer’s information. In addition, you no longer need to worry about offending your prospect by mispronouncing their name. When you originally speak with customer “Stephen,” you can jot down in your notes that his name is pronounced as “Steven,” and not “Stefan.” Now, when you call Stephen back, you

Leverage an Existing Relationship and Build Trust

Suppose your customer wants to see references or previously completed work. Roofing business software can give you the ability to search in your system for addresses near your customer, or similar style roofs you have completed. You can then send the prospect before and after photos of similar projects to show them that you put pride and effort into your roofing projects.

A CRM can ensure that you consistently give your customer up-to-date, correct information. Say you called a prospect a few weeks back and offered them a special deal on a roof repair. When you get back to them now, you want to make sure that you don’t forget what your original offer was, so that you do not frustrate your customer with incorrect, misleading information.

Track All Correspondence

With a CRM roofing software, your sales team can track all contact with your clients. Whether it is negotiating a deal, offering a discount, or just making a cold call, your sales team can take note of anything they wish, and won’t have to worry about it getting lost. Sales managers can oversee all projects, including which salesperson is dealing with which customer, and wherein the process the project is. With a bird’s eye view of the entire customer pipeline, from prospect to invoice, your teams can take complete control of the entire roofing business workflow.

By giving your sales teams the assets they need to produce more comprehensive, and organized processes, your business has the ability to increase sales, build trust, and make the customer acquisition process more intimate. Modernize your roofing job management with easy to use software that allows you to grow, while at the same time making the lives of you and your sales teams a whole lot easier.

Note: This article first appeared on the AccuLynx blog and can be viewed here.

4 Factors to Consider When Purchasing a Roofing CRM

Use of the right roofing CRM saves you time and money.

It is important to employ the right roofing CRM for your construction work. This enables you to streamline your work in an organized way. Because of achieved efficiency, you can save on time, which counts a lot in any project work. At the end of it all, you will realize that your project will not only be successful but will be cost-effective as well.

The software can be effective over a wide range of construction projects ranging from installation of drainage systems to roof treatment projects. This makes it very favorable especially for a company dealing with a wide range of operations within the construction industry. Now, there are so many systems dealing with this; most of them are designed generically, meaning they may not specialized for the construction work. For this reason, it is important to consider some key factors whenever you are purchasing the software to ensure you do not go wrong.

Consider your specific business needs

To establish the best CRM roofing software that is suited for your business, it is very paramount to, first, define the specific business needs. This means you need to have a very clear vision of what it is that you want to achieve. Some businesses may be after a software that can give them very quick service and able to generate quick data that can be interpreted as useful information. Other companies may want a software that is able to automate operations hence reducing unnecessary paperwork. There are also some that will be after enhanced communication and streamlined operations. Whatever the reason, you should be in a position to define to ensure you acquire the right software.

Ability to keep records in an organized manner

For any contract work to be completed in perfection, it is important to plan and to know the resources you are going to use. This may sound easy but if done without a proper system, you may leave out some very crucial materials. With this in mind, then you can acquire the right CRM roofing software that can meet the needs.

Ability to ensure well-managed customer relations

In contractual work, it is very important to keep records of your clients, their feedbacks and even any important records pertaining to the business relations. This helps in future works since you already have a documented history of their likes and dislikes. This also creates a good image with the client since they feel their services are personalized. You, therefore, need a system that is able to manage all this and also to retrieve this information instantly.

A software that is able to generate reports

Reporting is inevitable in every organization. Reports help in showcasing the work done and also in accounting for resources utilized. It may be tricky if you must design reports from scratch whenever they are needed. You need a software that can generate accurate reports the instant they are required.

With above to consider, you can be assured of selecting a roofing CRM software that suits your organization and one that can give you value for money.

Editor’s note: This article was first published on FollowupCRM’s blog and can be viewed here.

Advantages of Cloud-Based CRM Software for Contractors

By FollowUp CRM.

Being cloud-based means contractors can readily access customer information from anywhere at any time.

Working in sales can often be spontaneous, as you never know what your client may want next. To be a part of a good sales team, you must be ready at a moment’s notice for whatever your customer wants. Cloud-based CRM software for contractors allows sales team members the ability to access their sales data from anywhere and at any time.

Cloud-based computing is beginning to take over all aspects of the Internet industry as downloadable proprietary software falls out-of-date. Liberating sales team members from the confines of the office allows them to become more mobile and better suited to fulfill customer needs. Concurrently, this allows for sales representatives to make more in-person sale pitches to prospective clients. Despite all advances in technology, nothing can beat the human touch of a personalized sales pitch.

Business and technology are constantly changing, but, unfortunately, many construction contractors still remain in the past with their customer relations and sales techniques. Be sure to choose a software that has been specifically tailored to bring construction contractors into the modern age of cloud-based computing and has been designed by construction workers for the construction industry.

Note: This article first appeared on FollowUp CRM’s blog and can be viewed here.

Marketing Technology Tools for Contractors – Part 1

By Heidi J. Ellsworth, HJE Consulting.


In today’s world where efficiency and precision take precedence, technology is a key component when it comes to doing business within the contracting community. Technology comes in many shapes and sizes but leading contractors are realizing that if they are not progressive in their use of technology they are going to be left behind.


Technology is not just software, it is using services and cloud-based solutions to help increase productivity for the company and employees.  Exploring multiple types of technology and evaluating their effectiveness for a roofing company, no matter the size or type can play an important part in the growth of a business.  In this technological age, it is essential to incorporate technology into the business’ processes and culture.  In fact, contractors are finding that they can get more done, faster by using technology while staying ahead of the competition.

New technologies and applications are introduced literally every day.  Understanding what is beneficial for a roofing business and more importantly, the best technology for the size of the business is critical for success.  Here are a few important sales and marketing technologies that can make a difference in growing sales and profitability in 2017.



The number one, most important marketing technology is a website.  It needs to provide enough information about the company so potential customers will act by requesting estimates or additional information for projects.   A customer wants to feel confident in the vendor’s experience and professionalism.  By validating the company’s expertise concerning high-quality work, long-term service and excellent responsiveness along with strong knowledge of the latest products and technologies, customers will be enticed to respond.  This can all happen on a website.  The quality of information will speak to the customers long before they pick up the phone.

A website should be dynamic, meaning that the content is fresh and always up to date.  It should feature a section or blog on the site that provides short articles and information that customers will find interesting.  Press releases and other news should be shared regularly on the site.  A good website will have a prominent button or link on every page that a visitor can click on to request an estimate.  Ask them to complete a form that captures their contact information (name, address, phone, and email) but also use the opportunity to try to gather some basic qualifying information.

Finding a good website developer can be challenging but there are several options.  Everything from do-it-yourself, to leasing a website, to finding a knowledgeable internet marketing agency are available.  Before hiring a company to update or develop a website, take the time to look at other websites and note what is impressive.  Often the name of the company that developed the site is noted at the bottom of the homepage.  By pulling information together ahead of meeting with developers, it will save time and money when working with a new web development company.  Lastly, look internally first.  Often there are employees who can create websites or work on marketing projects who are already on the payroll.


Smart Devices

It does not seem possible to survive in today’s world without a smart device and that is especially true when it comes to business.  Smartphones allow contractors to be in touch immediately with their customers giving them the edge when it comes to customer service.  The agility of utilizing smartphones makes sense for communication with other employees while providing the overall benefit of informed customers.

It is important to use phones in a way that works with customers, so knowing their preferences concerning email, text or phone usage is beneficial for creating enhanced communications.  As part of the sales process, ask how the customer would prefer to receive their project communications.  A critical part of utilizing technology is understanding how customers want to interact with that technology.

Smartphones and or tablets make day-to-day business easier on the road, hopefully eliminating some of the late-night work.  Asking vendors, such as manufacturers and distributors, about their technology offerings and especially finding out which apps make working with them easier helps both businesses.  To be able to order materials, reports or services through the phone or tablet can lead to efficiency and time savings.

In deciding which smart device to use, take the time to coordinate the company’s phones, tablets, and computer system with cloud-based software in a way that all devices can speak to each other.  This creates an easy, efficient means of transferring data and documents while also documenting customer discussions.


Customer Relationship Management

There are several Customer Relationship Management (CRM) systems designed for roofing professionals.  CRM systems have evolved significantly over the years from server-based systems such as ACT to simple contact management solutions such as Microsoft Outlook or Excel to cloud-based, enterprise-level software like Salesforce.  In the roofing world, there are many contractor CRM software systems that help manage customers.  They are often also connected to project management and/or accounting software.

Questions to ask when looking for a CRM system include how the program works for residential vs. commercial business. Ideally, will it handle both.  There are companies that are very focused on residential projects with functionalities that track canvassing, sales and overall leads.  Commercial roofing software may focus more on inspections, service, and maintenance and may feature a customer portal that allows property owners to access service records and to request maintenance online.  Depending on the business model of the roofing company, residential, commercial or both, the CRM needs to fit the business.  As roofing companies continue to grow and gain sophistication, an important element for any CRM systems is the ability to track customer’s overall data and retain that data for long-term use.

No matter the CRM chosen, the key is to maintain a strong, up-to-date customer database that becomes not only a historical view of customers and projects but also a strong database for future sales and marketing.  By using a CRM software instead of an Excel document or a Rolodex, customer contact can be automated and shared including notes, past correspondence, property data, material preferences and/or potential future projects.