E-commerce moves from theory to execution in roofing sales

By Jesse Sanchez. 

Roofing contractors are using ROOFLE-powered digital storefronts to deliver instant pricing and online proposals while simultaneously keeping selling flexible. 

Integrating e-commerce into roofing business practices is no longer a hypothetical. In this episode of Roofing Road Trips® hosted by Heidi J. Ellsworth, ROOFLE leaders Travis Harvego and Matthew McDaniel detailed how contractors are bringing online buying behaviors into the roofing sales process with tools built to convert leads, educate homeowners and speed decision-making. 

Travis, the company’s CEO and co-founder, said the platform’s contractor roots shaped both its purpose and its evolution. “All the founders come from a background of working with a construction company,” he explained. After years in residential remodeling, the team saw a gap between how consumers were changing and how roofing sales were still being delivered, especially in the first moments when homeowners visit a contractor’s website. 

ROOFLE initially tested the concept as a direct-to-consumer business, giving homeowners the ability to browse products, see instant pricing and request proposals online. That testing period helped clarify what homeowners engaged with and where they dropped off. From there, the company shifted to a B2B model, offering contractors a white-labeled experience that lives on their own websites. 

Travis said contractor skepticism often eases when digital selling is positioned as an extension of changes the industry has already absorbed, from measurement technology to back-office systems. Matthew, ROOFLE’s chief of product and marketing and co-founder, echoed that perspective by tying the shift to how consumers now behave online. “With ROOFLE, what you can do is you can get them not just at the right time, but 24/7 - always - at the right time,” he said. He also emphasized that digital tools allow contractors to stay present even when traditional sales hours end. 

At the center of the platform is the question homeowners want answered first, as Travis explained, “What is this going to cost me?” Once pricing is established, homeowners can explore products, view options and request an e-signable proposal. Newer features include weather reports that help identify storm activity and support conversations about whether a project may follow an insurance or retail path. Together, those capabilities position digital selling as a practical way for contractors to streamline decisions, improve transparency and stay competitive as homeowner expectations continue to evolve. 

Read the transcript or Listen to the podcast to learn more about how e-commerce is reshaping roofing sales and homeowner engagement!