About Bone Dry
Bone Dry Roofing is a customer-centric roofing company with 20 locations across the Midwest, Florida, and Colorado and is operated by about 500 team members. CMO Matt Tyner has a passion for growing businesses and was previously in the HVAC space before starting at Bone Dry. “It’s been a great experience making these amazing team members even more successful in what they do every day,” he says.
Get more insights from Matt on leadership, running successful estimates, and more in this webinar recap.
The challenge
Matt had a few goals in mind, when he began at Bone Dry Roofing, that led him to seek out a customer communication platform.
Converting existing leads: “An almost immediate goal was to figure out how we can do a better job serving the leads we’re already getting. This was before we could even have conversations around driving more leads.”
Scaling revenue: Bone Dry is striving for $200M this year across all of their brands. “In this process, I've been able to understand the different walls and fences that everyone has to go over once they get to certain revenue sizes.”
Providing an unmatched customer experience: “Consumer financing is defaulting at the highest rates ever today,” Matt shares, “so we need to be ready for the downstream effect of that. And that means taking care of every lead that comes through the channels and giving them the best experience possible, throughout the whole customer journey.”
The solution
After exploring several vendors, Matt ended up partnering with Hatch, one main reason being that it had a direct API connection with their CRM, improveit360.
The three core components of Hatch that appealed most to Matt include:
Speed to lead: Because Hatch integrates natively with lead sources like Angi, Google LSA, Yelp, website forms, and more, those leads can be reached within seconds of coming through.
“In this industry, leads are vetting 3-5 vendors at a time. So we need to show them that we care more than everyone else. And that’s by responding as quickly as possible. I want our team to be so good that we're in the driveway before the next competitor calls them back.”
Multi-channel, multi-touch outreach: Hatch’s customizable drip campaign templates support text, email, ringless voicemail, and live calls over the course of several days.
“I’m a big believer in cadences. It won’t work if you’re just doing one outreach or one channel. You need to combine text, email, and phone calls and really build it up over several days.”
Matt points out that the multi-step cadences also add a deliberate and personal feel. “When they get a personalized text right away, then an email that refers to that text, and a phone call, it conveys to them that we care and are actively seeking out a relationship with them.”
“It's all about being deliberate in your communication, showing that you want to do business with them."
Being able to measure: Hatch reaches out right away via text, but Matt’s team also calls every lead. “We strive to outbound every lead within 2 minutes,” he explains. “So being able to see response speed by agent is really helpful.” Hatch reporting also includes sales, appointments, customer response rates, opt-out rates, and more.
The results
Higher set rate: “Before we got started with Hatch, our set rate was in the mid-20s to 30%. Then we brought it up to 50.3% in 90 days, and in the last 30 we reached 73.81%. That’s raw booking rate, not removing any unqualified leads like applicants and marketing agencies,” says Matt.
“And that's incredibly important because that means you're doing a better job serving the people that already want to do business with you. You don't have to go find new ones, take care of the ones that want to do business with you already.”
Being able to leverage lead aggregators: Matt points out that fast, multi-step outreach can help increase your set rate on lower intent leads from lead aggregators like Angi. “Once you optimize your cadences for those cooler leads and get your set rates up to 73-75%, then you can really start having fun,” he shares. “Because once you break even, you can then just throttle those sources and all of those additional dollars are going straight to the bottom line.”
“Once you optimize your cadences for those cooler leads and get your set rates up to 73-75%, then you can really start having fun."
Aligning marketing with operations: “A lot of organizations keep marketing separate from operations, but it’s got to be closely aligned,” he says. “Marketing is only going to be as successful as the operations, so the more we can help and equip operations with the right tools, the bigger the impact we can have.” Hatch, Matt explains, is one of those tools.
Leveraging current customers: Because Hatch integrates with CRMs (in this case, improveit360) Matt and his team can build out tailored campaigns to engage specific segments of his customer base. “As lead numbers overall have softened over the last 24 months in this industry, engaging your current customers has become more important.”
Reducing cancellation rate: Using appointment reminders in Hatch as well as a dedicated team for guiding customers through the journey has been key for Bone Dry. “Our cancellation rate is 5-7%, but we’re on our way to getting that down to 2-3%.”
Upholding the Bone Dry brand promise: “Some consumers only want the cheapest prices, but others value the experience. They want the peace of mind that their contractor can respond and take care of problems quickly and completely, not in a couple days or a week. That’s part of our brand promise, and Hatch helps us to uphold that.”
Other takeaways
Look at what you have. “A big mistake a lot of companies make is saying, ‘I need more leads.’ I'm guilty of that. I want to be driving revenue every single day. But a lot of times that's not necessarily the problem. You have enough leads. What are you doing with those leads? You’ve got to make sure you're taking care of the leads, otherwise you're going to burn through cash.”
Have a Hatch owner. “The software doesn’t solve the problem on its own. You have to pair it with skilled individuals whose primary responsibility is working in Hatch, taking care of those leads and building their confidence that we’re the best company for them.”
Make a positive impact with marketing. “There's a lot of predatory practices out there, so there’s a big need in the home services space for good marketing.”
Never be satisfied. “Could we go from 73% to 93%? That's a big move when you look at the number of leads we're dealing with on a daily basis.
“You don't have to go find new leads. Just take care of the ones who already want to do business with you."
Final thoughts
“Having a dedicated team and the right software solution has been an absolute game changer. If you are ever questioning if you should do it, stop. Build the team and give them the tools to execute the plan.”