Trueform Revenue Infrastructure™
Your roofing leads are leaking. We build the system that stops it.
Missed calls, slow replies, and forgotten estimates quietly cost established roofing companies jobs they already paid to generate. More than 1 in 4 calls to home service businesses goes unanswered.* We build the revenue infrastructure that captures every lead, gives it an owner, and moves it to a booked job. Then we hand you the keys.
Free · 45-minute pipeline deep dive · No pressure. You’ll see where your jobs are leaking before we talk about fixing them.
Prefer to talk first? Call 513-822-2798
Built for established residential roofing companies that already have leads coming in.
*Source: Invoca call data, “See How Much Missed Sales Calls Cost Home Services Businesses,” May 2024. Covers home service businesses.
Why home service owners trust the build
Built for contractors who already have the work and need a system to hold it.
20+ years designing protection systems for the power grid. Same method, applied to home service operations.
We build it, stabilize it for 30 days, document it, and transfer ownership to you. No lock-in. No required retainer.
Built around the job management and photo tools you already use.
Built by an Engineer
Why an engineer builds a better follow-up system than a marketing agency.
Marketing agencies sell you leads. Software companies sell you tools. Neither one inspects where your operation actually breaks.
For more than 20 years, I designed protection systems for the power grid: finding the weak points, understanding what happens when they fail, and building the safeguards before those failures get expensive. Now I do the same thing for home service companies. The method is the same. The results show up faster.
- Trace the handoffs.
- Find the weak points.
- Build the protection.
- Test the system.
- Make it visible.
- Then hand over the keys.
Add 18+ years of residential real estate operations: homeowners, properties, deadlines, and the communication gaps between them. Trueform Partners brings those two worlds together: engineering discipline applied to the business behind the work.
A Normal Tuesday
Without a system, this is how roofing jobs leak away.this is how HVAC jobs leak away.this is how jobs leak away.
Nothing dramatic happened. Nobody intentionally dropped the ball. The work simply outran the process, and every missed handoff was a homeowner who could have become a job.
It’s the first 95-degree Tuesday in the dead of summer. Your phones have been ringing nonstop since 7 a.m. Your techs are booked solid by 9 a.m. A homeowner with a dead AC unit calls at 11:40 and gets your voicemail. She calls the next company on Google! They answer, and by 2 p.m. they’ve sold her a new system that you could have quoted. Here’s the kicker: nobody on your team even knows she called.
It’s a busy Tuesday. Your crew is on two jobs and you’re on a third. A homeowner fills out your website form at lunch asking about a panel upgrade, but the form goes to an inbox that nobody checks until Thursday. By then, she has hired someone else. That missed lead cost you money. The job went to a competitor.
Tuesday, without a system
- Missed call from a homeowner with hail damage8:12 AM · no voicemail · no callback
- Web form: “Need a roof inspection this week”9:40 AM · sitting untouched in the inbox
- 1:00 PM inspection. Homeowner isn’t home.No reminder was sent · no rebook
- $14,800 estimate sent 11 days agoNo follow-up on record
- A competitor calls back first and books the inspectionYou paid for that lead. They got the job.
- Heat wave: phones ringing nonstop7:00 AM · every tech booked solid by 9:00
- Missed call: homeowner with a dead AC unit11:40 AM · voicemail · no callback
- She calls the next company on Google11:45 AM · they answer right away
- A competitor sells her a new system2:00 PM · a job you could have quoted. Nobody on your team knows she called.
- Crew on two jobs. You’re on a third.8:00 AM · nobody watching the inbox
- Web form: “Can you quote a panel upgrade?”12:15 PM · sitting untouched in the inbox
- Form finally openedThursday · two days later
- She already hired someone elseYou paid for that lead. A competitor got the job.
Four homeowners. No dramatic mistakes. Just no system. At $10,000 a job, that’s up to $40,000 in possible work, gone in one day.
One missed call. No dramatic mistakes. Just no system. At $7,500 for an average new system, that’s a replacement job gone before lunch.
One web form. No dramatic mistakes. Just no system. Every lead like this is money you already spent, handed to a competitor.
Do any of these sound familiar?
These aren’t lead problems. They’re pipeline leaks.
Demand outran the process. By the time someone called back, another roofer may already have the inspection.
Call volume triples overnight. Every call you miss goes to the next company on the list.
When work picks up, the office falls behind and new leads wait.
Every delay gives another contractor an opportunity to get there first.
A no-heat or no-AC call gets booked by whoever answers first.
The first company to reply usually gets the job.
If nobody clearly owns the next step, leads sit and opportunities quietly disappear.
Dispatch, the office and the techs each think someone else followed up.
No one clearly owns the lead after the first call.
The estimate may not have been dead. The follow-up was.
Techs flag old systems, but the quote never gets a second touch.
Estimates go out and then go quiet.
Pouring more opportunities into a leaking pipeline simply creates more opportunities to lose.
You pay for peak-season clicks, then lose the calls they create.
You pay for leads you never get back to.
The owner ends up chasing everyone for updates. The owner becomes:
You can’t see how many calls, quotes and maintenance plans slipped through last month. The owner becomes:
You can’t see where jobs fall out of the pipeline. The owner becomes:
- the reminder system
- the follow-up system
- the report
Diagnose the Leak
Jobs rarely disappear all at once. They leak out one handoff at a time.
Tap each stage to see where the opportunity can break down, and what should be happening instead.
How the job slips away
A homeowner calls while the crew is on a roof, after hours, or in the middle of a storm surge. Nobody answers. Nobody calls back.
How we patch the leak
Every call, form, chat, and referral is captured in one place and triggers the right acknowledgment and next action.
How many of your calls last week went to voicemail with no callback?
The leak usually isn’t one giant failure. It is dozens of small handoffs nobody built a system to protect.
Now put a number on it
What could those leaks be costing you?
In a Harvard Business Review study of 2,241 U.S. companies, 23% never answered an online sales lead at all. The average first reply took 42 hours.
Source: Oldroyd, McElheran & Elkington, “The Short Life of Online Sales Leads,” Harvard Business Review, March 2011. The study covered many industries, not only home services.
Potential jobs leaking each month
Potential annual revenue tied to the leak
This isn’t about squeezing every lead into a sale. It’s about making sure good opportunities actually get worked before you spend more money generating new ones.
Even winning back a quarter of that number matters. And it comes from a system, not more effort or more people.
Find My Pipeline LeaksUse your own numbers whenever possible. Default values are illustrative only. This calculator is a planning tool and does not predict or guarantee jobs, revenue, or recovered sales.
Where the defaults come from: the 27% unworked rate matches Invoca’s missed-call data. Job values are based on Angi roofing costs, Built on Tenth HVAC benchmarks, and average ticket data by trade.
How it’s calculated: inquiries × % unworked or stalled × close rate = jobs per month; × average job value × 12 = annual revenue.
In Their Own Words
Don’t just take our word for it. Hear it from our clients.
Press play on any video. You can pause, change the speed, or turn the sound up, down or off.
Each client’s experience is their own. Results vary and are not guaranteed.
Before you buy another lead
More leads won’t fix a leaking pipeline.
If your existing opportunities are not being captured, assigned, followed up, and moved forward consistently, adding more volume only makes the leak more expensive.
The Old Playbook
- Buy more leads when things feel slow
- Let missed calls fall into voicemail
- Hope somebody remembers to call back
- Assume the rep is following up
- Send the estimate and wait
- Add another piece of software
- Ask the team what happened to the lead
A Pipeline Built to Hold
- Every call, form, and referral lands in one inbox, right away
- Each opportunity gets a named owner within 5 minutes
- Confirmations, reminders, and no-show recovery run on their own
- Open estimates move through a 5-stage follow-up sequence
- One dashboard shows what is moving, stalled, or overdue
- The owner checks the system, not the team’s memory
Patch the leak first. Then add fuel.
Once the pipeline can actually hold and move the opportunities you already have, generating more demand makes a lot more sense.
Trueform Revenue Infrastructure™
Patch the leaks. Add the fuel. Take control.
Stop existing opportunities from disappearing between inquiry and decision.
Built to: give every inbound opportunity a response, an owner, and a follow-up path.
$3,500 founding$5,000 standard
See how it works →Create qualified demand and feed it directly into a pipeline capable of handling it.
Built to: bring qualified opportunities from Google and Meta straight into a pipeline that can hold them.
$3,500 founding + $1,500/mo$5,000 standard + $1,500/mo management · ad spend paid by you
See how it works →Make ownership, next steps, bottlenecks, overdue actions, and pipeline movement visible to management.
Built to: let the owner stop being the reminder system and start being the manager.
$2,500 founding$4,000 standard
See how it works →How Recover Works
See what we build →- Capture
- Route
- Respond
- Advance
- Re-engage
- Report
Every opportunity gets an owner, a next step, and a recovery path, so your team does not have to rely on memory.
Your team still does the selling. The system makes sure they get the chance.
Built for established home service companies
This works best when the leads are already coming in.
Trueform Partners is built for home service companies that have real demand, a team touching the sales process, and opportunities slipping somewhere between inquiry and close.
This is probably for you if
- Calls, forms, referrals, or storm and peak-season leads already come in
- More than one person touches the sales process
- Opportunities are getting lost between stages
- You are tired of chasing callbacks, estimates, and updates
- You want to own the system when the build is complete
This is not the right fit if
- You are brand new without consistent lead flow
- You only want the cheapest leads possible
- You want someone to manage or coach your sales reps
- You refuse to use a defined process
- You are looking for guaranteed jobs or revenue
If the demand is there but the follow-up feels fragile, that is exactly what the Pipeline Audit is designed to uncover.
Before you book
Straight answers to the questions you’re probably already asking.
A 45-minute deep dive into your pipeline on Zoom, at no charge. We map how leads come in, where they stall, who owns each one, and what happens to open estimates. Before the call, you’ll complete a short online audit so we can review your numbers first.
You’ll leave knowing where your biggest leaks are and what it would take to fix them. If it makes sense to work together, we’ll talk about that too.
Founding builds start at $2,497. Every build is scoped to your operation, so you’ll receive a fixed scope and price after your free Pipeline Audit, before work begins. Software subscriptions, third-party fees, and ad spend are paid directly by you.
Most builds go live 14 to 21 days after kickoff, once we have access to your accounts and the inputs we need. Then we spend 30 days stabilizing the system before we hand it over.
A CRM gives you software. You still have to set it up, write the follow-up, and get your team to use it. That is why a lot of trials end with nothing built.
We build the system around how your company already works, test it, and stay with you for 30 days after launch. Then we hand it over. You own what we build and only pay for your own software subscriptions.
A snapshot is a pre-built template. It installs the same workflows for every company, and you still have to make it fit.
We start with your free Pipeline Audit, find where your leads are leaking, then build on GoHighLevel to fit your team, your tools, and your process. Every workflow is tested before launch and tuned during the 30 days after.
Your system runs on GoHighLevel, and we set it up for you. We connect the tools you already use, like your phones, forms, and estimating software, wherever they can connect. If a tool can’t connect, we’ll tell you why and what your options are.
Neither. Your people still build relationships and sell the job. We don’t coach reps or teach closing. The system handles what people should not have to remember: assignments, reminders, follow-up timing, and status.
No. The core system build uses Build & Release: a defined build with a clear finish line. The Generate system may include optional ongoing paid-media optimization, because live campaigns need active management.
For 30 days after launch, we monitor the system, fine-tune workflows, and fix setup or routing issues while your team settles in. Then we transfer it to you.
Once invoices are paid, the workflows, settings, and documentation built inside your accounts are yours.
No. We build infrastructure that helps opportunities get worked consistently. Pricing, selling, and closing remain yours.
Yes. Plumbing, electrical, remodeling, and other home service companies can use the same system. The Pipeline Audit shows whether it fits your business.
No. We connect to the tools you already use where we can, and handle the lead follow-up those tools miss. We check your setup during the Pipeline Audit.
Your next step
Your pipeline is leaking. The free Pipeline Audit shows you where.
We’ll spend about 45 minutes walking through how leads move through your business and showing you where opportunities are slipping away. Then we’ll tell you what it would take to fix it. It’s free. No pressure. If the leak isn’t worth fixing, we’ll tell you that too.
Free · 45 minutes on Zoom · You’ll leave knowing where your biggest leaks are.
For established residential roofing companies with active lead flow.
Patch the pipeline. Save the lead. Close the job.