Tailoring tech for the roofing industry

By The Coffee Shops. 

How ServiceTitan is custom-building solutions that are helping roofing contractors grow.  

In an interview at Pantheon 2025, Jamie Pillitteri, director of product management at ServiceTitan, shared how the company is evolving its platform to better serve roofing contractors. While ServiceTitan has long supported trades like plumbing and HVAC, its latest innovations are purpose-built for the unique workflows and challenges of the roofing industry. 

Purpose-built production tools 

One of the most impactful changes is the introduction of a tailored production queue that varies based on whether the job is a retail sale or is related to an insurance claim. Those workflows are going to be very different so using generic stages that everyone follows won’t work for the business.  

Jamie explained, “This segmentation ensures that sales reps and production teams can focus on their specific tasks without unnecessary clutter, especially when dealing with retail versus insurance jobs.” 

The power of terminology 

Jamie is a strong advocate for the importance of language in software design saying, “I'm a big believer in that the smallest stuff makes the biggest difference.” 

She emphasized that changing terminology within the app — without rebuilding core features — can make the platform more intuitive for roofers, especially when onboarding new sales team members. Speaking the language and using the terms that the industry uses on a daily basis is an approach that helps new users onboard quickly and reduces friction in daily operations. 

Commercial CRM in beta 

ServiceTitan is also piloting a CRM feature specifically for commercial roofing, which involves longer sales cycles and more complex bidding processes. Jamie described the need for visual tracking and automation, saying, “You go from a lead to a qualified lead to maybe being in negotiation to being contracted over a longer period of time.” The visualization feature allows users to see everything and quickly understand what stage in the process the project is at.  

Automation at each stage — such as sending emails or ensuring contract compliance — helps teams stay organized and responsive throughout the extended sales cycle. 

Looking ahead 

While the current CRM focus is on commercial roofing, Jamie hinted at future developments including a residential CRM sometime in the next year, signaling ServiceTitan’s commitment to evolving its platform to meet the full spectrum of roofing needs — from large-scale commercial projects to fast-paced residential jobs.