How HoneyDew Roofing Streamlined Sales, Boosted Revenue, and Built a Better Workflow

When Jacob LaRue started HoneyDew Roofing, he was focused on growth — but not at the expense of quality.

“We wanted to grow intentionally and grow a brand and a culture, not just chase money.”

The problem? Disconnected tools and a lack of visibility were holding his team back. Leads were falling through the cracks, production wasn’t in sync with sales, and he couldn’t confidently say where jobs stood or how the business was performing.

Before Roofr, Jacob’s team was running their operation with a CRM that had been built for insurance restoration jobs — not the kind of retail residential work HoneyDew focused on.

The result?

“I didn’t really know what was going on in our pipeline. There were just no clear markers.”

The admin team couldn’t see which projects had stalled. Production wasn’t looped into what had been sold or when work could start. Jacob himself had zero insight into key metrics like lead source performance or job size averages — and no easy way to make informed calls.

“I didn't know where my leads were coming from. I didn’t know our close rate or average job size. I didn’t have that information.”

This meant delayed decisions, revenue bottlenecks, and a lot of stress trying to keep up with growth using tools that simply weren’t built for the job.

Jacob wasn’t just looking for another tool. He wanted a system — one that gave his entire team access to the same source of truth, and one that made it easy to connect what was happening on the sales side to what needed to happen in production.

That’s exactly what he found in Roofr.

With Roofr in place, HoneyDew’s team can:

• Track every job across the pipeline — from lead intake to contract to production — with real-time updates.
• Visualize and manage sales performance, including lead source tracking, close rate, average job size, and total sales volume.
• Integrate CompanyCam seamlessly so production crews stay in sync without adding more admin tasks.

“CompanyCam has been our production and fulfillment hub. Roofr makes it really easy to communicate with them — and it happens automatically.”

Roofr became the connective tissue across departments — replacing disconnected processes with a simple, centralized workflow.

Once the system was in place, the impact on HoneyDew’s operations was immediate — and measurable.

Their close rate jumped to 60–65%

They also started driving more revenue with fewer sales reps — a major efficiency boost that Jacob attributes in part to the visibility Roofr unlocked:

“I did most of the selling last year until September. This year, it’s just me and one other guy — and we’ve already matched last year’s revenue by April.”

And when issues come up or numbers start slipping, the team can pivot quickly:

“We can look in Roofr and say, ‘Hey, this is the problem, let’s adjust mid-month instead of waiting.’ It gives me a clear line of sight.”

Roofr turned what used to be reactive fire-fighting into proactive leadership.

HoneyDew’s success is rooted in referrals, and referrals only happen when homeowners have a great experience. For Jacob, Roofr has become the backbone of delivering that consistency — even as the company scales.