roofing marketing automation case study

Snapshot:

Marketing Automation for Contractors – Quick Wins for Our Client

Client:

A fast-growing residential & commercial roofing contractor in Chicago, IL

Service:

Boomerang implementation – All-in-one sales and marketing automation for contractors

Results:

150%

increase in appointment set rates

64%

increase in quoted revenue QoQ

<5 min.

new lead response time

Results:

160+

qualified leads generated

$347K+

in revenue directly from ads

72%

overall valid lead rate

$9+

in revenue for every $1 spent

Wade’s Story

Partnering With a Market Leader in Roofing

Wade Tutt is the CEO of Conrad Roofing, a pillar of the Chicago construction industry with a legacy dating back to 1947. With over 25 years of personal experience in residential and commercial building, Wade has overseen thousands of projects, bringing a level of expertise that matches the company’s 75-year reputation for architectural preservation and Midwest-hardy craftsmanship.

Conrad Roofing isn’t just another contractor; they specialize in high-end slate, tile, and copper systems that require a reverent respect for history. However, while their field teams were building roofs meant to last decades, their internal sales processes were struggling to keep pace.

Wade knew that to protect a brand built on three-quarters of a century of trust, he needed a system that mirrored that same level of precision.

He needed a solution that could handle the complexity of the Chicago market and ensure that every high-value lead was treated with the same care his team puts into a copper restoration.

Hear it directly from Wade:

The Challenge:

Manual Processes and Lead Leakage Were Stalling Growth

Operating a reputable roofing company in the competitive Chicago market requires absolute precision. For Conrad Roofing, however, the business’s lead handling and sales processes had become a black box.

Despite their stellar reputation, the internal sales engine was suffering from several hurdles that created an invisible ceiling on their growth:

  • Zero visibility: Customer data and project history lived inside the heads of individual sales representatives rather than in a shared environment. If a rep was unavailable, the context for that lead was lost.

  • Internal communication gaps: Constant internal back-and-forth was required just to understand what stage a lead was in. This lack of clarity led to leads going cold, and jobs and revenue slipping through the cracks.

  • Manual reporting: The sales team was wasting hours every week manually filling out spreadsheets instead of working leads.

  • Speed to lead: The follow-up process was both manual and varied from rep to rep, causing lead leakage and low appointment set rates.

Wade’s first attempt at setting up automation for Conrad Roofing was a cautionary tale involving a platform that over-promised and under-delivered.

When Wade hired Webrunner to implement Boomerang, that’s when things started to click.

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The Solution:

Boomerang as Conrad Roofing’s Command Center

We implemented Boomerang not just as a tool, but as the operational “Command Center” of Conrad Roofing.

The strategy focused on three core pillars:

1

A Unified CRM

To solve the issue of data living in sales reps’ heads, we established Boomerang as the single source of truth for the entire company.

  • Centralized lead history: Every homeowner interaction (including emails, SMS, and call recordings) is now automatically logged in a shared environment.

  • Context preservation: If a sales representative is out of the office, any team member can jump into the lead profile and see the full history, ensuring the customer never has to repeat themselves.

  • The “Boomerang Rule”: We helped Wade implement a new internal standard: “If it isn’t in Boomerang, it doesn’t exist,” ensuring 100% data integrity across the board.

2

Eliminating Manual Work

To reclaim the hours lost to manual spreadsheets, we moved Conrad Roofing to dynamic, real-time dashboards.

  • Instant data visualization: Key performance indicators (KPIs) like appointment set rates and lead-to-close ratios are now calculated automatically. The marketing loop from investment to revenue is now closed.

  • Focus on high-Value tasks: By removing the manual work, the sales team was able to shift their focus from filling out cells in a spreadsheet to actually working leads and closing jobs.

3

Standardizing Speed to Lead Via Automation

We solved the inconsistency of manual follow-ups by implementing an automated engagement engine.

  • Immediate engagement: The moment a new lead is generated, Boomerang triggers an instant multi-channel response (SMS and email), ensuring Conrad Roofing is the first contractor the homeowner hears from.

  • Consistent follow-up: Regardless of which rep is assigned to a lead, the system follows a standardized follow-up cadence, eliminating lead leakage and driving the appointment set rate up significantly.

marketing automation for contractors
Transformative Results:

From Manual Chaos to $2.14M in Pipeline

The shift from manual chaos to Boomerang’s automated clarity produced immediate, staggering results.

While seasonality typically drives volume in the Chicago market, Wade noted that Boomerang helped maximize lead and sales velocity, ensuring that increased demand actually translated into signed contracts rather than missed opportunities.

Here’s how Boomerang played a role in helping Conrad log $2.14M in quotes over three months:

Appointment Velocity

The most immediate impact was seen in speed to lead and follow-up efficiency. By removing the variability of how different reps handled leads, the appointment set rate skyrocketed:

38%

May
(pre-launch)

63%

June
(implementation)

95%

July
(fully optimized)

93%

August
(holding steady)

Revenue Expansion

The transition to Boomerang coincided with a significant leap in closed business. By centralizing data and ensuring no lead went cold, Conrad Roofing saw revenue numbers that dwarfed their previous manual efforts.

Here are the numbers from one campaign in particular:

  • 4-month Pre-Boomerang Total: $147,000

  • 3-month Post-Boomerang Total: $278,000

Pipeline Expansion & Visibility

With every lead, call, and quote finally being logged in a single environment, the true scale of Conrad Roofing’s market reach became visible.

  • Pre-Boomerang Quote Value (4 months): $1.3M

  • Post-Boomerang Quote Value (3 months): $2.14M

markeitng automation for roofing contractors

Beyond The Numbers

Beyond spreadsheets and KPIs, the operational fog has lifted. Wade and his team have confirmed:

  • Rapid response times: Leads are now engaged almost instantly upon inquiry, maximizing their odds of setting an appointment
  • Elimination of lead leakage: With the “if it’s not in Boomerang, it doesn’t exist” policy, the team has reclaimed thousands in potential revenue that previously would have been lost in a rep’s head or a forgotten spreadsheet.
  • Strategic reinvestment: Because Wade can now see the exact spend-to-sales ratio for every marketing channel, he can confidently reallocate budget to the sources with the highest win rates and lowest cost-per-lead.

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Scaling With Precision

By moving away from fragmented spreadsheets, manual tasks and lacklustre automation, Conrad Roofing has done more than just increase its revenue: it has built a foundation for long-term, sustainable growth.

The transition to Boomerang replaced internal chaos with a high-visibility sales engine that respects the 75-year legacy of the brand while leveraging 21st-century efficiency.

Today, Wade isn’t just managing a roofing company; he’s leading a data-driven powerhouse that responds to every lead in seconds, tracks every dollar of spend, and converts opportunities into appointments at a world-class rate of over 90%. For Conrad Roofing, the black box of marketing automation has finally been opened, giving them the clarity and confidence to dominate the Chicago market for years to come.

Ready to Grow Your Roofing Business?

Wade’s results speak for themselves, but the message is just as powerful:

If you’re a contractor looking to grow, don’t waste another month chasing lead leakage and manual spreadsheets. Invest in a smarter sales engine and partner with a team that knows how to automate the precision you bring to the job site.

Webrunner’s marketing automation for contractors is designed to turn “lost leads” into measurable revenue—whether you’re looking to fix your speed-to-lead or ready to scale to a multi-million dollar pipeline.

Let’s talk about how we can help you improve your sales process, too.

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