Brown Roofing's 86% Set Rate [Webinar Recap]

Written by Kristen McCormick | January 24, 2025

We recently hosted a webinar called Brown Roofing’s 86% Set Rate: Conversion, Expansion, and Cross-Promotion

Guests included:

Kevin Luchun, Marketing Director who has helped Brown Roofing to become one of Connecticut’s largest roofing businesses.
Michelle Mittelman, Senior Marketing Manager at AccuLynx

In this webinar, Kevin shares his success with the Hatch and AccuLynx integration as well as insights on challenges involving brand awareness, lead source attribution, the customer experience, and more.

Get the full recording here.

Get the official Brown Roofing success story here.

Hatch + AccuLynx integration:

How does the integration between Hatch and AccuLynx work?
Hatch integrates with AccuLynx to automate tailored messaging campaigns, based on real-time customer data (such as project status, location, lead source, and more), with real-time updates every 15 minutes.
Are there any challenges with integrating Hatch and AccuLynx?
The integration is seamless, enabling appointment center reps to access the same data in both platforms, maintaining AccuLynx as the single source of truth.
What are common themes when AccuLynx is recommending Hatch to roofing clients?
Clients often focus on improving speed-to-lead response times and estimate follow-ups.

Hatch strategies

What is your speed to lead strategy?
Hatch sends an automated text message as soon as a lead is generated, letting them know that a team member will be calling them. The team member also gets notified in Hatch so they know to make the call. If a customer prefers to communicate over text, the rep can have the conversation in Hatch.

This approach dramatically improved conversion rates and minimized response times for Brown Roofing.
What is your estimate follow up strategy?
There is a certain window of time during which sales reps can follow up on their estimate appointments. That time varies depending on the job type. After that window passes, the Hatch automated campaign gets triggered.

If the deal closes with the help of a Hatch intervention, the rep still gets compensated, but at a lower rate than had they secured or closed the deal before any Hatch messaging was required.

This ensures no opportunities fall through the cracks and keeps the sales team engaged and accountable.
Do you personalize those estimate follow-up messages with the salesperson names?
No, messages come from a centralized contact to simplify communication.
What is your cross-sell campaign strategy in Hatch? Quarterly messages (via text and email) remind customers of additional services, tailored to their history (e.g., mentioning gutters to roof customers). This is usually a one-touch campaign, as opposed to a multi-touch drip campaign firing out over several days.

“We’ve successfully re-engaged dormant leads and upsold existing customers using targeted campaigns,” Kevin shared. For instance, customers who previously installed gutters are reminded of roofing or siding services, ensuring Brown Roofing stays at the top of their minds.
How do you prevent no-shows for appointments? Notifications are sent a few days before, followed by a 24-hour reminder call. Robust pre-mailer packets provide all necessary information about the company and salesperson.

Some Hatch users like to automate an appointment confirmation email right after booking, with what to expect and some price conditioning.

Marketing & lead gen

How many lead sources do you manage?
Brown Roofing manages 37 lead sources, ranging from PPC, radio, TV, and direct mail to sponsorships and community events.
How do you track and attribute leads?
The company uses tracked links and tracked phone numbers on all of their collateral.
How do you determine if branding campaigns are effective?
They require appointment setters and sales reps to ask “how did you hear about us?" to better attribute. For example, a person may see the company name in a grocery store and then go online and fill out a form. The reported lead source is organic + website, but the true lead source is the grocery store.
What branding strategies do you use?
The company focuses heavily on making the owner locally famous through branding, including ads on buses, radio, and community sponsorships. Over 50% of their marketing budget is allocated to branding efforts.

“Our goal is to make our owner, Eddie Griffin, locally famous. When people see our logo or hear our name, they already know us,” Kevin explained.

This multi-channel branding approach ensures a consistent presence in the market.

Is Brown Roofing primarily retail or insurance-focused?
The company is primarily retail, with limited engagement in insurance claims due to the administrative overhead.

What are the SEO efforts of Brown Roofing?
The website is updated frequently with blogs, before-and-after photos, videos, case studies, and job stories. A dedicated team collects and publishes fresh, location-specific content.
How does Brown Roofing differentiate itself?
Higher pricing but quality experience. Estimates take 90-120 minutes, they stay in touch with the customer throughout their journey and maintain fast response times (thanks to Hatch), they provide educational content, and they offer a branded 50-year Eddie Griffin warranty, ensuring trust and quick issue resolution.

News from Hatch

What upcoming features is Hatch launching?
Hatch is rolling out calling in campaign workflows. The first version comes out on February 3, and includes call dispositioning. Version 2 will include call transcriptions.
Voice AI. Version 1 of voice AI will be coming out mid February, starting with inbound call handling.
Weekly office hours starting next week.
Tune in every Tuesday at 1pm ET for interactive webinars with Hatch experts. We’ll be giving updates, doing tutorials, sharing best practices, and answering your questions.