Does your roofing CRM have these core features?
If not, there might be better options for your business
On paper, a roofing CRM is a simple piece of technology. It’s a digital place where you track all of your customer relationships. It’s like an old-school Rolodex or what your grandma called a “paper brain.” Now it’s on your computer or phone instead of note cards or physical documents.
But you’d never guess that based on how most roofing CRMs advertise themselves today. Your boilerplate CRM boasts about how it’ll do EVERYTHING in your business. Aerial measurements? Your CRM’s got you covered. Ordering materials? No problem.
But when it comes to actually managing your customer relationships, you might as well use a rolodex and phone alarms. It’d be more simple than navigating a massive modern CRM.
That said, some roofing CRMs still get it right. And here are the four features that they all have in common.
They Let You Move Projects Through Your Process
Your CRM shouldn’t look like an address book. The last thing you need is a list of all your projects in alphabetical order. No, you need to see in an instant where each project stands in your process.
It seems obvious. But there’s more that goes into it than you might think.
First, your roofing CRM should let you customize the stages of your process. Again, it seems obvious. But some CRMs keep a close grip on their system. Understandably, they’re afraid that competitors might pirate their system. It’s a good choice for their business. But it’s not a great choice for you, the user.
A great roofing CRM will let you customize those stages. Do you have different stages and processes for door-knocking and website leads? Great! Your CRM should reflect that.
Second, your roofing CRM should store all your project and contact data in one place. And when we say all, we mean everything from texts to phone calls to addresses to photos. It should all be there at a glance. Not only do you see the progress of a project, but you also see the entire customer relationship at a glance.
And third, your CRM should automatically move projects through your process stages. Automation will pop up throughout this article. But it’s the true advantage of using a CRM instead of a rolodex. The old-school way required hours of manual entry, moving projects around, updating notes, and much more. A modern roofing CRM should do most of that work for you. Did you book the inspection? Your CRM should move the project to the next stage. Same thing with quotes and invoicing.
But that automation means you’ll need another key feature. Communication.
They Make Communication With Customers a Breeze
A roofing CRM should make it easy to talk with your customers. After all, communication is the foundation of any relationship. You can ask to book an inspection without communication. You can’t ask for the sale without communication. You can‘t actually make money or grow your business without communication. So it makes sense that your customer relationship manager would help you communicate with your customers!
That’s why you should be able to text, call, and email them directly from the CRM. When all these ways to communicate are in one place, you don’t have to switch between different apps or programs.
Think about it like this: if a customer calls you with a question, you can quickly pull up their project in the CRM. That project shows you all the texts, calls, and emails you’ve had with them. This way, you can give them a quick and accurate answer without searching for past messages. And then you can fire back a response right from your CRM.
A good CRM will give you a special phone number that works right inside the system. This phone number saves details about every call, like how long it lasted and any notes you took. This feature means you always have a complete record of your conversations, helping you stay organized and informed.
Your CRM should also automatically send text and email follow-ups for you based on the stage of the project. Got a new lead? Your CRM should automatically reach out for you! Booked an inspection? Your CRM should automatically send reminders. This automation ensures that no customer falls through the cracks and that every lead gets timely attention.
When a lead comes in, your CRM should immediately send a welcome message, letting the potential customer know you’ve received their inquiry and will follow up soon. When an inspection is booked, it should send reminders as the appointment date approaches, reducing the chances of no-shows.
After completing a job, your CRM should automatically send thank-you messages and request reviews, helping you build a positive reputation online. This kind of proactive communication keeps your customers engaged and shows them that you value their time and business.
In short, an effective CRM not only helps you manage your customer relationships but also takes over routine communication tasks, freeing up your time to focus on what you do best—providing excellent roofing services.
They Provide Detailed Reporting
A roofing CRM should clearly show you how your business is doing. Why? Because it’s hard to make good decisions without good information. Without data, you’re left with instinct. Make no mistake, your instincts are powerful. But they need good intel to guide them.
And your CRM should give a 30,000-foot view of your customer relationships. How else will you know what’s working and what’s not?
Think of it like a dashboard. It shows all the important stats about your business at a glance. You can see how many leads came in this month. You can also see how many turned into sales and how many projects you finished. This data helps you understand trends and make smart decisions.
A great CRM will also break down your sales activities. It will show you the number of calls made, emails sent, and follow-ups scheduled. You can see which sales strategies work and which ones need improvement. This insight helps you adjust your approach and improve your sales process.
These reports also help you keep track of your team’s performance. You can see how each team member contributes to the business. You can identify top performers and those who might need extra support or training. That transparency encourages everyone to work towards common goals.
A good roofing CRM also offers customizable reporting options. Every roofing business is different. And your CRM should let you visualize the information that matters most to you. There shouldn’t be a question you can’t answer because your CRM won’t let you create a report or it “doesn’t track that.”
They’re So Simple That Even A Fool Could Make Them Work
This is less of a feature and more of a character trait. But it’s maybe the most important thing in this article.
We have a saying at ProLine that “Complex fails, simple scales.” Some CRMs can indeed do everything. Salesforce is a classic example. You wouldn’t believe what’s possible with Salesforce. But there’s a reason only big companies use Salesforce. It’s unbelievably complicated.
That’s not a problem if you can spend hundreds of thousands of dollars on setting up a CRM. But most businesses need something that doesn’t require a master’s degree to operate. They need something that makes them more sales for less work.
A good roofing CRM should be easy to use from day one. You shouldn’t need extensive training or technical skills to get started. The interface should be intuitive, with clear instructions and straightforward processes. When a new team member joins, they should be able to learn the CRM quickly and start using it effectively right away.
Simplicity also means fewer errors. The more complicated a system, the more likely you are to make mistakes. An easy-to-use CRM reduces the risk of errors, ensuring that your processes run smoothly.
Moreover, a simple CRM saves you time. You don’t have to spend hours figuring out how to perform basic tasks or searching for information. Everything you need should be accessible with just a few clicks. Focus on what you do best: running your roofing business and serving your customers. Let the CRM do the rest.
A good rule of thumb is that your CRM should get you measurable results fast. Ask yourself these questions…
- How many sales can you attribute to your CRM?
- How long did it take for your CRM to start closing your sales?
If you can see a clear, positive impact on your sales numbers shortly after starting with the CRM, you’ve found a winner. You might not master a good roofing CRM in a few months. But it should at least make you some money!
In short, all the best features in the world matter less than results. And simplicity always yields better results than complexity. Look for a roofing CRM that you’ll actually use. That’s the CRM that’ll save you time and close sales for you.
Conclusion: Choosing the Best Roofing CRM
Investing in a good roofing CRM is more than just a tech change. Heck, it’s more than a choice to make your business grow. It’s a choice to make your life better. It’s a choice to unclench your teeth and say goodbye to the headaches.
The best CRM is one you’ll use every day and not hate. And that might mean you choose a CRM without all the bells and whistles. After all, it’s about having the right tools, not every tool under the sun.
If you want to see how other roofing CRMs stack up, check our guide to the 8 best roofing CRMs for residential roofers.
