TLDR

• Brown Roofing is part of Contractor Nation.
• Uses Hatch across the customer journey, including speed to lead, estimate follow-up, aged lead nurture, and customer engagement/upselling.
• Integrates with AccuLynx and lead sources to make this possible.
• Tangible results: 86% conversion (set) rate; 74% speed to lead campaign response rate, 71% estimate follow-up campaign response rate.
• Intangible results: Speed to lead is now a KPI, estimate follow-up and upselling are now standardized processes, sales is receiving warmer leads, and the customer experience is better all around.

About Brown Roofing

Brown Roofing has served its community for over 52 years, embodying a commitment to customers, employees, and family values. Eddie Griffin, the owner, has been with the company since the age of 13, ensuring a deeply personal connection to its mission. We sat down with Kevin Luchin, Director of Marketing, and Tammy Puzacke, the Appointment Center Manager, to talk about their success with Hatch and AccuLynx.

How do you use AccuLynx?

AccuLynx plays a central role in Brown Roofing's day-to-day operations. The appointment team uses the platform to create new customer profiles and prepare sales staff with detailed information before they perform estimates. The sales team uses it to keep track of prospects, prepare quotes, and store project photos, which Kevin also uses for website content.  “We’re in and out of AccuLynx all day long,” Tammy shared, highlighting its importance to their workflow. “It’s just a good flow.”

What do you like about AccuLynx?

AccuLynx stands out for its simplicity and efficiency. According to Kevin, it excels in organizing production and scheduling, storing photos and videos, and generating estimates and quotes.

“Our production managers and project managers rely on AccuLynx to understand what to expect before heading out for an install or repair,” Kevin said. “It’s also affordable and fits our size—big enough to need robust tools, but not Salesforce-level complexity.”

What reports do you pull in AccuLynx?

The Brown Roofing team relies on AccuLynx for comprehensive reporting, tracking metrics such as call volume, booking rates, and outcomes. These reports provide crucial insights into operational performance.

Kevin also notes that while AccuLynx is already providing dashboards and reports for the sales and appointment functions of the business, he is working with them to do the same for marketing campaigns and KPIs.

“We’re currently working together right now on building out reports for set rates, cost per lead, cost per conversion, closing rates, and things of that nature so I can plan out my budget,” Kevin explained.

“AccuLynx has done a good job of growing with us. And as we get more sophisticated we’re working together on taking our usage to another level.”

Why did you start using Hatch and AccuLynx?

Kevin explained that AccuLynx had already been in use upon his arrival at Brown Roofing. In fact, the team has been relying on it for five years.

As for Hatch, speed to lead was the challenge that led Kevin to explore this solution. Brown Roofing is a part of Contractor Nation, so he found out about it through Kelly Green, the Marketing Manager at The Basement Doctor of Cincinnati. After seeing its capabilities in a demo, he advocated for its adoption, emphasizing its potential to improve lead response times and support upselling efforts.

“I thought Hatch would help us out an awful lot, especially in the appointment center and with upselling, as well as with our hunter initiatives,” Kevin said. (Hunter initiatives refer to longer-term lead nurture, also known as database mining.)

How are you using Hatch and AccuLynx together?

Brown Roofing uses Hatch for several key campaigns across the customer journey:

• Speed to lead: Ensures quick follow-up with new leads.
• Estimate follow-up: Sends messages post-appointment to keep estimates on track and gather feedback.
• Production: Sends project updates and appointment confirmations.
• Nurture campaigns: Longer term campaigns for aged leads who never booked an appointment, who never moved forward with an estimate, or who canceled their appointment.
• Cross-selling: To promote additional services to existing customers.

The speed-to-lead campaign is made possible through Hatch’s integration with Brown Roofing’s lead sources, while the remaining campaigns are made possible through Hatch’s integration with AccuLynx.

Hatch receives AccuLynx data on customers so that the Brown Roofing team can build highly targeted audiences and campaigns. In addition, the customers’ Hatch campaign activity appears in AccuLynx so that the team can view everything in one place.

What results have you seen with Hatch and AccuLynx?

The implementation of Hatch was quick and effective, with the appointment center adopting it enthusiastically. The results speak for themselves:

• Conversion rate increase: The YTD conversion rate rose from the low 70s to 86% in just a few months. But because this YTD average includes the lower 70s conversion rate, their current conversion rate must now be closer to 93% in order to balance out to 86%.
  
  
• Nurturing success: Staying in touch with undecided prospects has led to higher retention and conversions.  “For folks who were not ready to make a decision today, we keep in touch with them over the course of time so when they were ready, they come back to us,” adds Kevin.
  
  
• Upselling revenue: Targeted communications have driven significant additional revenue from existing customers. “We've had an awful lot of success upselling our current customer base just, and that has helped us generate a significant amount of revenue,” emphasizes Kevin.

Again, this type of standardized, personalized nurture and outreach would not be possible without Hatch’s integration with AccuLynx. “Before this, our follow-ups and cross-selling were ad hoc and inconsistent. Hatch and AccuLynx have allowed us to make these processes standardized, more effective, and trackable,” says Kevin.

“Before this, our follow-ups and cross-selling were ad hoc and inconsistent. Hatch and AccuLynx have allowed us to make these processes standardized, more effective, and trackable.”

Other results and findings

1. Speed to lead is now a KPI
   Quick responses have become a priority for the appointment center. Hatch helps Brown Roofing set and meet customer expectations for immediate follow-ups.
   
   
2. The power of text
   Texting has become a vital communication tool for Brown Roofing. It allows instant connection with customers, often bypassing the need for multiple phone calls.
   
   “When we email and call our customers, it can take several engagements to get a response, but people respond to texts right away. It’s made scheduling and follow-ups much easier,” Tammy explained.
   
   
3. More engaged sales reps
   Kevin points out that the implementation of automated estimate follow-up campaigns has actually nudged sales reps to be more diligent about their own manual follow-up because if Hatch has to do the follow-up for them, they don’t receive the commission. So  fewer leads are actually making it into those longer-term follow-up campaigns.
   
   
4. Warmer leads for sales reps
   Speed-to-lead campaigns have allowed for immediate engagement and qualification of leads, so that when they reach sales, they’re warmer and better qualified. This improves both the sales team’s effectiveness and the customer experience.
   
   

What was Hatch onboarding like? What about AccuLynx?

The onboarding process for Hatch was seamless. “We were up and running in a day,” Kevin said, praising its intuitive interface and excellent support. Tammy adds that learning how to use AccuLynx was also quick and easy. “Especially compared to the CRM we were using at my last company. This was straightforward, not complicated at all.”

Using Hatch for expansion

With 26 lead sources and a focus on expanding out to other counties in Connecticut, Brown Roofing relies on Hatch—and its integration with lead sources and AccuLynx— to stay organized and scale operations effectively. Its lead and appointment management processes have become more efficient, enabling the company to handle increased demand.

“Hatch and Acculynx help us to keep everything organized and stay top of mind. We would not be able to expand the way we have without these tools,” Kevin admitted.

“Hatch and Acculynx help us to keep everything organized and stay top of mind. We would not be able to expand the way we have without these tools.”

Final thoughts on Hatch and AccuLynx

Hatch and AccuLynx have been transformative for Brown Roofing, making the company more efficient and helping it achieve its vision of delivering an exceptional customer experience.

“This has helped us to become a more efficient team, and to live up to our mission and values, all centered around a good customer experience,” Kevin concluded.

“This has helped us to become a more efficient team, and to live up to our mission and values, all centered around a good customer experience.”