Use cases / Follow-up & Estimates

Case Study: Estimate Follow-Up and Nurture Synced From the Roofing CRM (Brown Roofing)

Last updated · Reviewed by Jacob Campos

Short answer: Follow-up on new leads and open estimates was left to individual reps, so it was slow and inconsistent, and aged leads were never nurtured. The fix: Connect every lead source so new leads get a text in seconds, then follow the 4-step workflow below using Hatch (SMS, voice, email) + AccuLynx + Google Ads/LSA/web forms. It's rated medium to set up, and you should measure results against your own baseline.

The problem: Follow-up on new leads and open estimates was left to individual reps, so it was slow and inconsistent, and aged leads were never nurtured.

Trades
Roofing
Category
Follow-up & Estimates
Difficulty
Medium
ROI lever
Close rate on estimates
Tools
Hatch (SMS, voice, email) + AccuLynx + Google Ads/LSA/web forms

Workflow

  1. Connect every lead source so new leads get a text in seconds.
  2. Trigger post-appointment estimate follow-up from CRM status changes.
  3. Run longer nurture campaigns for leads that never booked, never signed, or cancelled.
  4. Make speed-to-lead a tracked company KPI and review response rates monthly.

Starter prompt

Draft a 4-touch nurture sequence (text and email) for roofing leads at [Company] who got an estimate but didn't sign. Touch 1 asks if they have questions, touch 2 shares one useful fact about their roof type, touch 3 offers a short call, touch 4 asks whether to keep the estimate open. Keep texts under 160 characters. No fake urgency or invented discounts. Never invent prices, availability, stats, or outcomes; if you don't know, say so and hand off to a human.

What to measure

Vendor-reported (Hatch case study; not independently verified): Brown Roofing (Connecticut) reports its year-to-date conversion rate rose from the low 70s to 86% in a few months after automating speed-to-lead and estimate follow-up from AccuLynx data, with a 74% speed-to-lead response rate and a 71% estimate follow-up response rate. (source linked below)

Comparing vendors? See AI tools for contractors, with checked prices.

FAQ

What tools do I need for case study: estimate follow-up and nurture synced from the roofing crm (brown roofing)?

A typical stack is Hatch (SMS, voice, email) + AccuLynx + Google Ads/LSA/web forms. Pricing varies by vendor and plan, so check each vendor's current pricing page. Start with tools you already pay for when they cover the job.

How hard is this to set up?

It's rated medium. Start with step one: Connect every lead source so new leads get a text in seconds.

How do I know if it's working?

The main lever is close rate on estimates. Record your baseline for a few weeks before you switch it on, then compare. Vendor-reported (Hatch case study; not independently verified): Brown Roofing (Connecticut) reports its year-to-date conversion rate rose from the low 70s to 86% in a few months after automating speed-to-lead and estimate follow-up from AccuLynx data, with a 74% speed-to-lead response rate and a 71% estimate follow-up response rate. Source: https://www.usehatchapp.com/case-studies/brown-roofing

Is it safe to let AI talk to customers?

Keep a human in the loop for prices, promises, and complaints. Any customer-facing AI should hand gas smells, sparking, smoke, or active flooding to a human or emergency services right away.

Sources

Official vendor and platform pages for the tools and policies named above. We don't endorse any vendor.

Safety note: any customer-facing AI should hand gas smells, sparking, smoke, or active flooding to a human or emergency services right away. Last updated 2026-10-20. How we pick and check use cases.

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