Roofing in real time

By Emma Peterson.

Roofle reimagined the roofing sales process for modern contractors and consumers.

In a new episode of Roofing Road Trips®, Heidi J. Ellsworth sat down with Travis Harvego and Matthew McDaniel, two of the founders of Roofle, to talk about their journey of bringing roofing sales into the digital era. Roofle’s story starts with a group of contractors looking for a better way to sell roofs and other home improvement services.  

Matthew shared a bit about the traditional sales process that they were trying to improve on, saying, “The traditional model was always this funnel system, where you're just simply trying to funnel down a customer.” But where many people just accepted this method, Matthew, Travis and the other founders saw an opportunity. Travis explained, “We'd all been in construction for 12 plus years doing residential remodeling, and we saw this shift happening as the consumers changed with the digital world. So we were thinking about better ways to present a price on our websites.”

And so, they launched roofle.com. For the first couple of years it existed, Roofle was a direct-to-consumer company. During this time, Travis, Matthew and the rest of the team got a good handle on what homeowners liked and what drove their purchasing decisions. From there, they switched their business model to focus on equipping other contractors with software and tools for their websites.

It wasn’t necessarily a smooth process, as many contractors were wary of the shift away from in-person sales. Travis elaborated, “Contractors always want to say, ‘It can't happen, it'll never happen. There's no way. This is an in-person type sale,’ until you start getting their brains turning. So I usually talk them through the evolution of the industry sharing, we used to hand measure, now we rely on digital satellite. We used to use paper files, now we use CRM. This is just the next step.”

Today, Roofle helps countless contractors reach leads at the right time to turn them into customers. Matthew explained, “Roofle gives customers 24/7 access to the answer that they're looking for. Whereas before, they would have to stew and then you're competing with their attention... With Roofle, we're trying to accommodate the modern consumer by designing this platform around taking the outside influence away and simplifying their experience.”

And the Roofle team is still continuing to innovate and create new features to help contractors. Travis gave an example, sharing, “We have a fairly new feature that is the ability to have weather reports in Roofle. This is the first time being in the roofing space specifically, where the homeowner can not only figure out what the roof is going to cost instantly, but also find out if they have a potential claim right on their hands, or if they've had some sort of storm reports.”

Read the transcript or Listen to the episode to learn more about Roofle and how they help both contractors and their clients.