Roofing

How a $15M residential and commercial roofing company rebuilt their sales process from the ground up — and nearly doubled their close rate in 14 months.

About

Company: Crestline Roofing Co.

If your sales process depends on your reps remembering to follow up, you're leaving jobs on the table.

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Location: Atlanta, GA

Revenue at Start: $14.8M

Services: Strategy, Implementation, and Maintenance

WAS 23%

48%

Overall close rate

+25 pts.

WAS 12%

27%

Cold lead close rate

+15 pts.

WAS 4.2 HRS

38 min

Lead-to-rep response time

- 86%

WAS 0%

34%

Revenue from follow-up sequences

New Stream

"I used to think we had a lead problem. Turns out we had a follow-through problem. Avidity fixed that — and I haven't personally had to chase a deal in eight months."

- Marcus T., Owner Crestline Roofing Co.

THE SITUATION BEFORE AVIDITY

Crestline had 4 sales reps and a steady flow of inbound leads — but no real system for handling them. Leads came in by phone, website, HomeAdvisor, referrals, and storm -chasing door knocks. referral and landed in a shared inbox. The owner or office manager manually assigned leads, reps followed up when they remembered, and half the estimates never got a second touch if the homeowner didn't call back first. Response times averaged over four hours. Follow-up was inconsistent at best. The owner, Marcus, was personally closing the biggest jobs because he didn't trust the process to handle them. He knew he was the bottleneck. He just didn't know how to fix it.

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CRM follow-up sequences - for every outcome

Whether a job is won, lost, or pending, a follow-up automation triggers immediately. Three sequences run in parallel, each tailored to where the homeowner is in their decision process.

"Thinking about it" sequence: 6-touch email + text over 21 days. Includes social proof, financing options, and a limited-time price-lock offer
"Got another quote" sequence: 3-touch response within 48 hours highlighting Crestline's warranty, materials, and workmanship guarantee
"Not right now" sequence: 90-day re-engagement with storm season reminders and a referral ask
All sequences pause automatically if the homeowner replies or books — no awkward double-messages

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Rep gets a pre-built route and lead brief

The moment a lead is assigned, the rep receives a push notification with everything they need: the homeowner's name, job type, lead source, a one-tap route to the address, and a short brief on any recent claims or permits pulled in the area.

Route opens directly in Google Maps or Waze with one tap
Lead brief includes property details pulled from county records automatically
If neighborhood has active storm claims, rep sees a flag before arrival

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Lead scoring by neighborhood and job type

Each lead receives a priority score before it ever touches a rep. Scoring factors in neighborhood claim density (storm events), job type margin profile, estimated ticket size, and source quality. High-score leads are flagged for immediate dispatch; low-score leads enter a nurture sequence.

Insurance replacement and full re-roof jobs scored highest
Neighborhoods with active storm claims scored 40% higher than baseline
Referral leads scored above cold web leads by default
Score thresholds reviewed and tuned monthly with Avidity

Unified lead capture and instant routing

Every inbound lead — web form, Google Local Services Ads, referral, storm event canvassing — now flows into a single CRM pipeline. The moment a lead is created, an automation evaluates it in real time.

Web forms, LSA, and referral channels connected to JobNimbus via Zapier
Lead source, job type, and estimated ticket size captured at entry
Storm canvassing leads entered via mobile app by field staff in real time

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WHAT WE BUILT

AVIDITY designed and implemented a five-layer sales automation system - from the moment a lead comes into the moment a job is signed

Auto-assign to closest available rep

High-priority leads are automatically assigned to the rep with the nearest open schedule slot and closest geographic proximity. No more grabbing. No more inbox chaos. The right rep gets the right lead, every time.

Rep location tracked during business hours via mobile CRM app
Assignment logic weights proximity, current workload, and rep close-rate history
If rep doesn't confirm within 10 minutes, lead auto-escalates to next available

Prospect communication - before the rep arrives

The moment a lead is assigned, the homeowner receives a branded text message introducing the rep by name, with a photo, an estimated arrival window, and a confirmation link. A second message goes out 30 minutes before arrival. No-shows dropped significantly in the first 60 days.

Text 1 (immediate): "Hi [Name], this is Marcus from Crestline. Your rep Jake will be at your home between 2–3pm today. Here's his photo."
Text 2 (30 min out): "Jake is on his way — about 30 minutes out. See you soon."
No-show rate dropped from 31% to 9% within 60 days of launch