Technology Spotlight: An Interview with Roofer.com

As part of Beaumont Bailey’s mission to connect founders, innovators and key players that make up the fabric of our industry, our latest Technology Spotlight series highlights the successes of our incredible members and wider network. In this second instalment, we speak with Nate Smoyer, Head of Marketing at Roofer.com.

Tell me a about your organisation and how your own career path has landed you at Roofer.com.

Certainly! My journey into this career began about 13 to 14 years ago, where I initially immersed myself in marketing while pursuing my own ventures. However, my trajectory took an unexpected turn when I joined a software company based in the Northwest, unrelated to real estate or home services. During my tenure there, I honed my skills in digital marketing, delving into scalable strategies and team building. It was during this period that I encountered a less-than-ideal experience while buying a home, sparking my interest in improving real estate processes. Recognising the vast opportunities within the space, I made the conscious decision to dive into what we call “PropTech.” Establishing my own agency, our primary focus was on aiding early-stage start-ups in PropTech scale their growth through paid media. This venture not only allowed me to expand my personal network but also served as a springboard for my entry into the PropTech start-up scene.

A pivotal moment arrived when I connected with Nathan Mathews, the founder and CEO of Roofer.com, through my podcast, Tech Nest, where I interview PropTech founders and investors. Despite initially not seeking another company to join, the synergies between us were undeniable. After engaging in some project work, I recognised the tremendous opportunity within the realm of home services, particularly in the roofing sector, and decided to join Roofer.com full-time in 2023 as Head of Marketing.

Now, onto the technology and services offered by Roofer.com. At Roofer.com, our primary focus is on revolutionising the roofing industry by providing innovative solutions to longstanding challenges. Through our platform, we offer homeowners a seamless and hassle-free experience when it comes to roofing repairs, replacements, and maintenance.

Roofer.com is both a technology firm and a roofing contractor. Our technology enables us to be more efficient and accurate when providing roof inspections and estimates. By leveraging cutting-edge tools and resources, we ensure transparency, quality, and efficiency in every roofing project, ultimately delivering peace of mind to homeowners and a superior customer experience.

In essence, Roofer.com is dedicated to solving the main problem plaguing the roofing industry: the lack of a reliable, transparent and efficient solutions for homeowners. With our technology-driven approach and commitment to customer satisfaction, we’re reshaping the way roofing services are delivered, one roof at a time.

Delving into the technology in a little more detail, what problem does Roofer.com solve?

At Roofer.com, we’re addressing several key challenges within the roofing industry. As a roofing company with our own dedicated crews, we’re actively involved in every step of the roofing process, from inspections to installations and quality assurance. Our primary markets include the DFW Metroplex and Austin, Texas, with plans for expansion through mergers and acquisitions in other regions.

One of the primary challenges in roofing revolves around the initial inspection process, particularly for homeowners dealing with insurance claims. In regions prone to extreme weather, such as ours, many homeowners rely on insurance claims to fund roof replacements or repairs. Traditionally, these inspections involved manual assessments, often involving risky rooftop walks that could potentially cause further damage, especially on specialty roofs like tile.

To mitigate these risks and streamline the inspection process, we’ve implemented drone technology. Our proprietary flight patterns allow us to capture comprehensive aerial imagery of the property, far surpassing what’s achievable through manual inspections. By eliminating the need for manual review or third-party services, we’ve integrated our own visual recognition AI into the analysis process.

This AI technology, developed through extensive image modelling, can identify various issues such as damages, installation errors, moisture problems, and wear and tear. Moreover, it provides estimates on the remaining lifespan of the roof. By automating and expediting the inspection process, we’ve not only reduced costs but also enhanced the overall roofing experience, ushering it into the modern era of technology-driven solutions.

Why does Roofer.com stand out in the market?

Our service stands out by seamlessly blending two essential components: roofing expertise and cutting-edge AI technology. At Roofer.com, we’re fortunate to have an in-house team of roofing experts who contribute their knowledge and experience to annotate and mark up images, essential for generating accurate roofing models. Simultaneously, our dedicated team of talented engineers specialises in AI development, ensuring our technology remains at the forefront of innovation.

This unique combination allows us to leverage the strengths of both worlds. While our engineers focus on refining and enhancing our AI algorithms, our roofing experts ensure the accuracy and relevance of the annotations. By bringing together these complementary skill sets, we create a powerful synergy that drives the effectiveness of our technology.

One key aspect that sets us apart is our meticulous control over the input data for our AI models. We have the capability to design and adjust flight patterns, optimize photo types and lighting conditions and ensure stability during data capture. This level of control ensures that our AI algorithms receive the most relevant and accurate information, maximising their effectiveness in identifying roofing issues.

While there are third-party tools available for roofers who fly their own drones, what sets us apart is our continuous feedback loop for product improvement. With every roof inspection we conduct, our technology evolves and improves. This iterative process allows us to make immediate adjustments based on real-world data, ensuring that our service remains at the forefront of innovation.

Ultimately, it’s this dedication to excellence and continuous improvement that sets Roofer.com apart in the roofing industry. Our commitment to harnessing the power of AI technology while leveraging the expertise of our roofing professionals ensures that we deliver unparalleled accuracy, efficiency, and reliability in every inspection we undertake.

How have you seen this industry change over the years and where do you predict it is heading?

Over the years, I’ve observed an intriguing trend in the industry—a paradoxical desire for both automation and personal interaction. As automation becomes more prevalent, there’s an increasing demand for personalised attention and interaction. This desire for human connection isn’t likely to diminish any time soon.

At Roofer.com, we’ve recognised this dynamic and tailored our approach accordingly. Rather than aiming to replace human involvement, our goal is to enhance the efficiency and effectiveness of interactions. For instance, we offer homeowners the option to be present during roof scans or to opt for telehealth consultations. By providing these choices, we accommodate varying preferences while maintaining flexibility in our operations.

While telehealth consultations offer greater efficiency for us, we understand that many homeowners still value face-to-face interactions. Therefore, we’ve ensured that our staff remains available to meet with customers in person, if preferred. This emphasis on personalized attention, coupled with advancements in technology for a more streamlined experience, is where the industry is heading.

In essence, the key to success lies in striking a balance between automation and personalised service. Rather than solely focusing on cutting out human involvement, companies should prioritise creating modern, efficient experiences while preserving opportunities for meaningful customer connections. After all, in significant investments like home repairs, personalised attention can make all the difference.

What is the current climate for fundraising like in the space?

The fundraising landscape for scaling organisations, particularly in the PropTech sector, has experienced significant fluctuations. Last year, PropTech funding saw a notable decline of approximately 33% year over year, as reported by sources like Ashkan at CRETI. This downturn was largely influenced by market corrections, fluctuations in financing accessibility and transactional volumes.

However, amidst these challenges, there’s a prevailing consensus that companies demonstrating resilience and a viable path forward are still attractive to investors. Factors such as past fundraising history, valuation and current funding requirements play crucial roles in shaping fundraising prospects. Start-ups that exercised restraint and maintained focus on business sustainability are more likely to secure funding.

Investors, particularly venture capital firms, are actively seeking opportunities to deploy capital, especially those who’ve accumulated funds during periods of abundant capital availability. With market conditions favouring pragmatic and sustainable business models, start-ups showcasing clear pathways to profitability stand out in the current climate.

Ultimately, the market is discerning between noise and genuine innovation, directing funding toward ventures with promising products or services. As such, organisations positioned for growth and equipped with robust business strategies are poised to navigate the fundraising landscape successfully.

What do you find the most challenging about the talent market right now in your industry?

Navigating the talent market in our industry, particularly at Roofer.com, presents a unique set of challenges due to the diverse skill sets required across our organization. We operate at the intersection of AI, automation, project management, and traditional trade expertise, spanning from seasoned project managers with decades of experience to AI engineers and automation specialists.

Finding individuals who possess both industry-specific knowledge and technological expertise remains a significant hurdle. While ideal, it’s rare to find candidates with proficiency in both areas, especially given the nascent stage of the PropTech landscape. As a result, our recruitment strategies vary based on role specificity.

For field-oriented positions like canvassing teams, we leverage platforms like Indeed to attract qualified candidates who are aligned with the role’s requirements. Conversely, for design and engineering roles, we rely heavily on personal networks and referrals to identify suitable candidates. Recruitment in the early stages of a start-up is inherently challenging, underscoring the value of cultivating and nurturing professional networks over time. Fortunately, we benefit from having team members with extensive industry connections, facilitating expedited recruitment processes when new roles arise.

Moreover, embracing a hybrid approach to talent acquisition, which includes both domestic and international hires, expands our talent pool. However, managing a distributed team necessitates robust communication systems and flexible schedules to accommodate different time zones effectively.

In essence, while recruitment poses challenges, strategic networking, leveraging varied recruitment channels and embracing a diverse talent pool have been instrumental in overcoming these obstacles and building a dynamic team at Roofer.com.

If you would like to discuss any of the topics raised in this piece or if you need support with your leadership resourcing strategy, please get in touch with Emma Callahan on: emma.callahan@beaumontbailey.com