Roofing and exterior contractors know that software is no longer optional — it’s foundational.
But there’s been an industry phase where the affordability of a customer relationship management (CRM) software has been prioritized over its capabilities, which has led to contractors stitching multiple softwares together to run every aspect of their business.
That phase? It’s phasing out.
According to a recent ServiceTitan report, 47% of exterior contractors now prioritize a strong suite of production features when it comes to using software. They also favor ease of use (29%), workflow configurability (24%), and AI/automation capabilities (21%). Only 6% selected cost and affordability, which signals a major shift:
The industry is moving from basic CRM adoption toward full workflow orchestration.
“I think roofers are starting to realize that stitching multiple softwares together is too much to manage,” said Vishal Laddha, Senior Director of Exterior Strategy at ServiceTitan. “It’s too complicated. It requires them to have an IT team and to figure out what broke when something isn’t working.
“They're realizing they want a single platform. It’s just easier. It allows for automation, because the data sits in that single platform, end-to-end.”
ServiceTitan’s survey of 1,018 residential and commercial roofing-focused companies was conducted by Thrive Analytics from Oct. 14 to Oct. 31, 2025.
The survey revealed an optimistic outlook for 2026: 75% expect revenue to increase, and 74% expect higher profit, marking one of the strongest outlooks in recent years. But the survey also noted familiar challenges:
39% of respondents cite rising labor and overhead costs as the primary threat to their business
34% point to ongoing skilled labor shortages
As a result, contractors are leaning aggressively on operational efficiency programs to reduce costs: 60% are focused on optimizing labor costs, 45% are focused on material costs, 41% are focusing on marketing ROI efficiency.
“Costs are rising on all fronts, and the 2026 playbook should be about automation throughout the business, optimizing labor and materials, and demanding ROI from every workflow,” Laddha said.
The survey revealed that exterior contractors are also adopting AI. Younger businesses and mid-market contractors ($10M–50M in revenue) show the fastest adoption, particularly large-language-model (LLM) tools such as ChatGPT or Gemini, while older businesses express more caution and risk sensitivity.
Only 4% use AI features built directly into their CRM, while 25% use external LLM tools
Meanwhile, in a market where customers increasingly judge professionalism through communication behaviors, speed and professionalism are reshaping the sales experience.
67% of contractors now reply to leads within four hours — a significant shift from historic norms
“Consumer expectations have evolved,” Laddha said. “A few years ago, contractors were OK with getting back to the customer within the same day. Now, roofers have quickly learned that they need to almost immediately get back to the customer.”
That’s why it comes as no surprise that the top three differentiators cited across the industry are reputation (59%), transparent communication (47%) and exceptional customer service (43%).
Another key area exterior contractors are homing in on? Diversification. Contractors cite their biggest opportunities as:
Customization/personalization (40%)
New trade expansion (36%)
Digital transformation (34%)
Metal roofing (29%)
“The next wave isn't one trade. It's a portfolio,” Laddha said. “Ensuring vertical integration via automation, consistent workflows, and discipline will ensure your company operates effectively with its new portfolio.”
That’s why Laddha stressed that contractors must be able to understand what’s happening in their businesses — and use a single software platform that allows them to easily access that data.
“How can contractors set themselves apart? Data. Without data, you can't optimize your costs. You can't understand your close rates, your lead-conversion rates, your reputation, and time from lead to completion. With the right data, you can provide exceptional customer service,” Laddha said.
“That's where the value of a software like ServiceTitan shines. It's a single, end-to-end software vs. an ecosystem of four or five different pieces of software that are stitched together.”
Check out ServiceTitan’s 2026 Roofing and Exteriors Market Report here.
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