Not every roofing CRM is up to snuff. Learn a simple process that reveals whether your CRM is helping or harming your business.
By this point, you know that CRM stands for customer relationship manager. You know that your CRM should make it easier, not harder, to move homeowners through your process.
But do you know beyond a shadow of a doubt if your roofing CRM is helping or hurting your business? Many roofers suspect something’s wrong with their CRM. Only a handful ever do the work to confirm their instinct.
Well, until today. Here’s a simple process to figure out in 5 minutes if your roofing CRM sucks.
Step 1: Rate Your Roofing CRM’s usefulness on a scale of 1 to 10.
This isn’t a feelings-over-facts process. A few key features determine how useful your roofing CRM actually is.
Here are the ten features we advise you to consider…
- Ease of Use
- Communication
- Customizability
- Automations
- Mobile App
- Integrations
- Scalability
- Support & Training
- Reporting & Analytics
- Cost
Go through and score each one on a scale of 1 to 10. Give a big fat ZERO to any feature your CRM lacks.
Step 2: Add the Scores Together
Once you’ve gone through and rated each feature on a scale of 1 to 10, it’s time to add up the numbers. This total score will give you a snapshot of how well your CRM is serving your roofing business.
Step 3: Divide by 10 to Get Your Average
Now, take that total score and divide it by 10. That’ll give an average score that reflects the overall performance of your CRM.
Here’s what your score means…
A = 9 – 10: Your CRM rules. Don’t let anyone convince you otherwise.
B = 7 – 8: Your CRM works pretty darn well! Changing isn’t worth the hassle.
C = 5 – 6: Your CRM is holding your business back. It’s time to investigate better options
D = 3 – 4: Your CRM is actively harming your business. You need to switch and switch fast.
F = 1 – 2: Your CRM is a grease fire destroying your business. Switch CRMs ASAP.
Let’s walk through a hypothetical scenario using ACME CRM:
Rating ACME CRM’s Usefulness
Ease of Use: You rate it a 7.
Communication: You rate it a 6.
Customizability: You give it a 5.
Automations: You rate this feature a 7.
Mobile App: You give it a 6.
Integrations: You rate it a 5.
Scalability: You give it a 6.
Support & Training: You rate it a 6.
Reporting & Analytics: You give it a 5.
Cost: You rate it a 7.
Now, add up the scores:
7 (Ease of Use) + 6 (Communication) + 5 (Customizability) + 7 (Automations) + 6 (Mobile App) + 5 (Integrations) + 6 (Scalability) + 6 (Support & Training) + 5 (Reporting & Analytics) + 7 (Cost) = 60.
Divide the total score by 10:
60 ÷ 10 = 6.0
In this scenario, ACME CRM gets a C. It’s not world-ending, but it’s likely time to investigate other options.
Now, watch what happens to that score if ACME CRM doesn’t have a mobile app OR automations.
7 (Ease of Use) + 6 (Communication) + 5 (Customizability) + 0 (Automations) + 0 (Mobile App) + 5 (Integrations) + 6 (Scalability) + 6 (Support & Training) + 5 (Reporting & Analytics) + 7 (Cost) = 47.
Divide by 10 and you get 4.7.
That’s a D. Do you want to run your roofing business with a CRM that gets a failing grade?
So run your numbers and see what you get. How does your CRM hold up under scrutiny?
If it scored 7-10, you’re in the clear. Your roofing CRM is solid.
If it scored 5-6, you could do better.
And it’s 1-4, switching CRMs should become your top priority.
But here’s the beauty of this scorecard—it’s not just for grading the CRM you’re stuck with right now. You can take this bad boy all over town. Use it on demos, free trials, or even those fancy pitches from sales reps trying to sweet-talk you into the latest and greatest.
The process stays the same. You whip out your scorecard, jot down those ten features, and start rating. It’s like bringing your own lie detector to the meeting. While they’re talking up all the bells and whistles, you’re keeping score. Add it all up, split the total by 10, and boom—you’ve got your answer.
This scorecard is your secret weapon. It cuts through the fluff and tells you straight up if that shiny new roofing CRM is worth your time or if it’s just another dud. So next time you’re shopping around or sitting in on a demo, don’t just take their word for it. Let your scorecard do the talking. It’s like having an old friend by your side, keeping you grounded while everyone else tries to pull the wool over your eyes.
So, why did we pick these ten criteria? It’s not a random grab bag—we’re talking about the lifeblood of your roofing business. Each one of these features either keeps your business running smooth or gums up the works.
Ease of Use: First off, if a roofing CRM isn’t easy to navigate, it’s a non-starter. You’ve got jobs to manage, not puzzles to solve. A CRM should make your day easier, not harder. If you’re wasting time just trying to figure out how to log a lead, that’s a problem.
Communication: Next up, communication. Roofing’s all about keeping folks in the loop. Whether it’s homeowners, your crew, or your office staff, if the CRM can’t handle smooth, clear communication across the board, it’s dead weight.
Customizability: Then there’s customizability. No two roofing businesses are exactly alike, so why should your CRM be one-size-fits-all? You need to tweak and tailor it to fit the way you work, not the other way around.
Automations: Automations are another big one. In this business, time is money. Automations take care of the repetitive stuff—like follow-ups or scheduling—so you can focus on what really matters: closing deals and finishing jobs.
Mobile App: Let’s talk about the mobile app. You’re not always behind a desk. Sometimes, you’re on a roof, in a truck, or meeting a client. Your CRM needs to be as mobile as you are. If it doesn’t have a solid mobile app, it’s dragging you down.
Integrations: Integrations are crucial too. Your CRM shouldn’t exist in a bubble. It needs to play nice with other tools you’re using, like QuickBooks for accounting or marketing software for lead generation. The more it integrates, the less time you spend juggling different systems.
Scalability: Scalability is all about growth. Your CRM might work fine now, but what happens when your business doubles or triples in size? You need a CRM that can grow with you, not one that hits a ceiling when you start hitting your stride.
Support & Training: Support and training can’t be overlooked either. Even the best CRM will have a learning curve. If the company behind it doesn’t offer solid support and training, you’re left in the lurch when you run into problems.
Reporting & Analytics: Reporting and analytics give you the data you need to make smart decisions. If you can’t track your performance and see what’s working, you’re flying blind. A good CRM should offer robust reporting tools that help you steer your business in the right direction.
Cost: Finally, cost. It’s not just about how much you’re shelling out every month. It’s about whether you’re getting your money’s worth. A CRM could be cheap as chips. But if it doesn’t deliver, it’s a waste. On the flip side, if it’s expensive but saves you time and drives revenue, it’s worth every penny.
We chose these criteria because they cover the full spectrum of what a CRM needs to do to support a roofing business. Ignore one, and you might as well ignore them all. But get them right, and you’ve got a tool that’ll help you grow, manage, and succeed.
Conclusion
Now that you’ve run the numbers, it’s time to face the music. If your CRM scored high, congratulations—you’re working with a system that’s got your back. Keep it close and don’t let anyone convince you to jump ship. A solid CRM is worth its weight in gold, and you’re set up to thrive.
But if your CRM didn’t make the grade, don’t just shrug it off. Your roofing business deserves better. A mediocre or failing CRM is like a leaky roof—it might hold up for a while, but sooner or later, it’s going to cause problems you can’t ignore.
So, start exploring your options. Look for a CRM that checks all the boxes, one that can handle your business as it grows, and gives you the tools to succeed. Don’t settle for anything less than what your business needs to run smoothly, grow steadily, and keep your customers happy.
Remember, the right CRM can be the difference between a business that just gets by and one that dominates the market. Whether you’re sticking with your current system or searching for something new, make sure your CRM is a tool that works as hard as you do. Your roofing business deserves nothing less.
Want to give our grading score a test? Check out our CRM overview. Be ruthless.
Or, do it in person. Book a demo and grade us to our face.
You should also check out our guide to the 8 best roofing CRMs for residential roofers. Are you using one from the guide? If so, how did it score?
