Every cloud has a silver lining: Capitalizing on opportunities to drive growth

Overview

Our client is a leader in roofing inspection, installation, maintenance and repair, focusing on large residential complexes on the East Coast. They had the opportunity to build a customer relationship management (CRM) solution to proactively organize their complex lead sources and to use regional weather data, publicly available building permit history and key data gathered during inspections to greatly enhance lead quality, win rate and growth. All this critical information will form the foundation of their automated lead creation and selling motions. 

Challenge

For roofing companies, identifying target properties, their owners and each roof's service life is a valuable process to manage the sales pipeline. For example, roofs are generally replaced every 25 years although many insurance providers require reroofing every 17 years. Additional complexities occur with residential communities as they are typically led by homeowners associations (HOAs) where leadership may rotate yearly.  Keeping on top of the relationships at these properties and the roof consultants that they may be working with enables companies to proactively manage opportunities for their services.  

Roofs of course are highly subject to natural (and unnatural) conditions and a weather event can create damage. In some cases, a damaged roof may not be identified until it's too late, creating water leaks that can later create magnified expenses.​ 

Opportunities can be easily missed without an organized CRM process. 

Solution 

RSM worked closely with the client to design and build a centralized source of truth in Salesforce for managing sales and responding quickly to weather events.

This comprehensive CRM solution enables the client to: 

• Track roof type, age, condition and more, creating a methodical pipeline of potential customers who need reroofing or repairs 
• Track the relationships critical to the sale, such as owners, inspectors, HOA leadership, consultants and others, and maintain communication and trust with them 
• Use virtual geofencing for prospect and client properties with integrations to the National Weather Service and similar third-party services to provide value-added services to customers, such as alerts and inspections, as well as sales intelligence to identify inspection and repair opportunities 
• Provide industry-leading maintenance through a customer portal that enables a one-stop shop to view warranty information, budget for new roofs, view alerts for hail and wind events, log repair requests, manage service visits, view pictures from field visits, and track inspections, leak activities and contract repairs 
• Offer value-added services like subscriptions that identify hail and wind events that can affect roofs and advise customers on how to prevent or mitigate damage 
• Upsell products and services through product information and tools for budgeting for new roofs 

In addition, RSM configured and installed Microsoft Dynamics 365 and ensured proper connection points with Salesforce to transform the lead-to-cash process. 

The takeaway 

By leveraging the Salesforce platform and RSM’s solution and industry experience, the client can methodically build their business while quickly responding to market opportunities to grow their revenue. A single source of truth for managing potential customer opportunities enables them to proactively engage with property owners, homeowners and HOAs. Innovative integrations with third-party services connects potential weather events that might trigger the opportunity for roof inspection, replacement and repair. A customer portal enables them to better service their clients with direct insight into warranty information, repair requests, service visits and more.

Creating an innovative front- and back-office infrastructure helps the client grow their business rapidly while providing value-added services that differentiate them from their competitors.