Ashcroft Roofing tripled qualified estimate requests in one storm season
By replacing a static contact form with a photo-upload estimate intake and emergency triage, Ashcroft captured the June/July hail season without adding office staff. Estimate volume tracks storm season: the late-winter lull gives way to a spring surge, dips slightly mid-summer between hail cycles, and climbs again with pre-winter roof prep.
Qualified estimate requests
How we modeled thisEstimate requests are observed form submissions and inbound calls tagged in the CRM. Volume tracks the standard roofing season (spring storms + late-summer prep); winter months are omitted because they don't reflect steady-state demand.
The challenge
During storm season, phones rang 400+ times a week. The office manager was manually creating leads in ServiceTitan and losing details. Emergency tarp-outs were queued the same as retirement gutter cleaning.
What we built
- ▸Photo-upload estimate form (roof, shots, address) with instant confirmation email
- ▸Emergency triage question routes tarp-outs directly to the on-call dispatcher's phone
- ▸Automated 3-touch SMS follow-up for cold estimates
- ▸Job-status update page each customer can bookmark
Results after 6 months
- ✓Estimate requests grew from 62/mo to 191/mo across storm season
- ✓Emergency response time dropped from 4.2 hours to 38 minutes
- ✓Close rate on AI-qualified leads: 34% vs 19% baseline
"We ran storm season with the same office staff and did 40% more revenue. That's the entire story."