Douglas Greenhaw used to get on the roof, measure it himself, and handwrite the estimate when he first opened Summit Roofing and Restoration in 2007.
“There was no system,” Greenhaw said. “We came up with accounts receivable in my mind.”
A lot has changed since then — Summit has grown into a GAF Master Elite Three Star Presidents Club contractor running six locations across Tennessee and Arkansas. But by 2025, the systems underneath hadn't kept pace.
Summit’s CRM software had no dispatch function. No integrated call center. The shop had no idea how many calls were being missed, and managing six locations from afar was a huge challenge.
“We had no clue what was actually going on in the other place(s),” Greenhaw said. “(We depended) on a phone call or maybe an email saying that they had done this or they didn't do this.
“It just wasn’t scalable.”
In the field, salespeople couldn't build estimates — which meant returning to the office, getting on a computer and driving back days later to present. As a result, “our first-call close rate was 0%,” Greenhaw said.
Insurance jobs were a different problem. There was no central view of statuses, no tracking, and no clear ownership. When a customer called for an update, Summit had to hunt down the one person who might know.
Even worse, “We've been out door-knocking…and found checks with our name on it that a customer had — where we got their roof approved three months prior and we didn't even know about it.”
Greenhaw wanted to continue scaling. But first, he needed to navigate a roadblock.
“We knew the (CRM) we were using was not going to work well for (scale),” he said. “Because we weren't going to have visibility."
‘This Ain't for Roofing’
Greenhaw switched to ServiceTitan in July 2025. He has friends in HVAC who’ve had huge success with the software.
“I don’t know any other CRM that has $500 million companies on it that are in the trades,” Greenhaw said.
But that was the same reason some at Summit were skeptical.
“We were skeptical that ServiceTitan was more geared towards HVAC,” said Chase Burns, Summit’s VP of Sales and Operations. “We all thought, ‘This ain't for roofing.’”
What won them over was how ServiceTitan listened to their feedback and implemented it.
“Our prior CRM, we never even spoke to anybody there,” Greenhaw said. “ServiceTitan’s probably been in our office 10 times with groups as large as eight people trying to learn, trying to understand, trying to help.”
The Proof
The results are hard to argue with.
Call center: With an integrated call center, every inbound call, every missed call and every recording is visible in real time. Summit responds to every one of them.
Estimates: With ServiceTitan, salespeople can build and present estimates in the field — in about two minutes. Sales reps cover twice as many customers with the same workload.
First-visit close rate: “After ServiceTitan, our first visit closes around 20%," Greenhaw said, "which in roofing is unheard of."
Insurance: Every job, every status, every next step — visible in one place, with automated task management.
Multi-location: Greenhaw can pull up every location's dispatch, sales and performance from wherever he is. “Everything's right there at (my) fingertips,” he said.
Profit margin is no longer a mystery. Burns estimates Summit would miss $500,000 a month in sales opportunities without ServiceTitan's call tracking and follow-up tools.
“Before ServiceTitan, we were running around a 30% to 32% profit margin,” Burns said. “(Now), we’re at about 48% profit margin. We've seen a drastic difference.”
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Built to Scale
All of the above has affected the bottom line.
"Running a roofing company on ServiceTitan has compounded our growth," Greenhaw said. "We've seen $10 million in top-line sales increase the first year."
The impact extends beyond the income statement. If Summit ever decides to exit, Greenhaw knows ServiceTitan will work in their favor.
"Most private equity companies I know of would much rather you already be on ServiceTitan," he said.
Looking ahead, Greenhaw is expanding into new verticals. Gutters and gutter guards are next, with estimates built in ServiceTitan that any CSR can sell over the phone. New locations can easily get added as a business unit.
"It's a very, very scalable system. I don't know if you can outgrow it,” Greenhaw said.
"We function internally with less people now on ServiceTitan, with $10 million more in revenue than we did on the other CRM.
“And we do a better job now."
