Roofing Win-Back: Account Overview
3 of 99 Closed Lost roofing accounts analyzed for re-engagement. Each account kit includes a full narrative, decision maker profiles, product enhancements since close, messaging framework, case studies, and a suggested email sequence.
| Account | SDR Owner | Signal | Summary & Strategy |
|---|---|---|---|
| Honest Abe Roofing Franchise | Sam D'Souza | HOT | COO Adriann Dalton is actively engaging with ServiceTitan content (Jan–Feb 2026); original timing objection is resolved and the franchise is expanding — prioritize immediate outreach to Adriann with Enterprise Hub and Good-Better-Best demos. |
| C3 American Exteriors Inc. | Rory O'Day | WARM | CEO Carnie Fryfogle said "still interested" in Jan 2026 and Rory met them at a conference in Dec 2025; the measuring tool gap that killed the original deal has been solved — schedule the demo Carnie requested and lead with the fix. |
| Storm Guard (Corporate) | Sam D'Souza | LONG PLAY | President and Dir. People Dev both declined in Jan 2026 (committed to AccuLynx), and original champion Jason Santee has left — nurture via franchisee-level content and monitor for AccuLynx friction as they rebrand to full exterior services, which AccuLynx doesn't support. |
🔥
Hot Signal: COO Adriann Dalton is Actively Engaging
Adriann Dalton (COO) has been clicking marketing emails and visiting the ServiceTitan website multiple times per week since Jan 2026. She is clearly re-evaluating. Rory O'Day attempted to reach her on Jan 12, 2026 but had a wrong phone number. The original contact Laci Erickson responded positively to re-engagement in Aug 2025.
Recent Company News
Expansion
New Franchise Territories Awarded (2025)
Honest Abe Roofing expanded into north Indianapolis, Muncie, and Kokomo, Indiana, and opened a new location in Jackson, TN. [1]
Honest Abe Roofing expanded into north Indianapolis, Muncie, and Kokomo, Indiana, and opened a new location in Jackson, TN. [1]
Sponsorship
CEO Kevin Newton Wins Inaugural Race; Sponsors 2026 Open Wheel Showdown (2025–2026)
Kevin Newton won the inaugural Larry Trigueiro Memorial at the 2025 Open Wheel Showdown. Honest Abe Roofing will sponsor the 2026 event at Las Vegas Motor Speedway. [2]
Kevin Newton won the inaugural Larry Trigueiro Memorial at the 2025 Open Wheel Showdown. Honest Abe Roofing will sponsor the 2026 event at Las Vegas Motor Speedway. [2]
Recognition
Franchise 500 & Orlando Top 3 Recognition (2025)
Honest Abe continues in Entrepreneur's franchise directory and the Orlando location was named a Top 3 Best Roofing Contractor. [3]
Honest Abe continues in Entrepreneur's franchise directory and the Orlando location was named a Top 3 Best Roofing Contractor. [3]
Insight: Honest Abe is actively expanding (new territories in IN and TN) and investing in brand visibility (motorsports sponsorship). CEO Kevin Newton is personally engaged in brand-building. This growth trajectory aligns with their 2023 goal of reaching 100 locations — they need scalable tech infrastructure now more than ever.
Account Narrative
Company Overview: Honest Abe Roofing Franchise is a residential roofing franchisor based in Indiana. At time of evaluation (March 2023), they had 21 locations across 16 franchisees, with a few multi-unit operators, adding 5 locations that year. Their ambition was to reach 100 locations within 12 months. Average location does $7-8M annually.
Original Engagement (March - May 2023): Laci Erickson, who leads Franchise Launch and Support, was the primary contact. She is a former Jimmy Johns franchisee with 4 locations and had just completed a corporate restructuring including rewriting the FDD. The company had recently slowed down on new locations but was ramping back up.
Pain Points & Interests Identified:
• Job Costing: Using post-mortem spreadsheets - no real-time job cost tracking. They want to see crew efficiency and margins at job completion.
• Lead Tracking: Need a better way to track open leads across locations.
• Roll-Up Reporting: Currently rely on QB royalty reports and quarterly coach visits. No daily insight into franchisee performance.
• Invoicing: Long paper trail from field to office.
• Marketing: No central marketing - some franchisees do own ad spend, others use contracted marketing companies. Want to control and consolidate.
• Sales Process: All household decision makers must be present for outside sales. 16-point inspection at each location. Quote-based (not estimate-based).
• Canvassing: Each location has canvassers but majority comes from Google/digital. Not storm chasing.
Financing partners: Synchrony, Foundation, previously GreenSky (want to re-engage).
Materials: Buy some from Home Depot, no leads from HD but want to.
Tech Stack: QBO, G-Suite, iRoof. FDD mandates software required by franchisor.
Stretch Goal: Customer self-service: build roof online, get quote, approve and sign off digitally.
Why They Lost: The deal was classified as "Perceived urgency" with a note to "Reconnect in 3 months." The company was mid-restructuring and ramping back up - the timing simply wasn't right. AE confidence was "Low Probability" at close. The deal was 100% sellable.
Recent Re-engagement (2025-2026):
• Aug 2025: Rory O'Day re-engaged Laci via email asking if they found a software solution. Laci replied positively saying she'd connect the next day.
• Oct 2025: Rory emailed Laci about visiting Indiana and highlighted new roofing partnerships (Xactimate, EagleView, GAF, HOVER, SRS, ABC, Beacon).
• Jan-Feb 2026: COO Adriann Dalton has been heavily engaging with marketing emails (clicking GAF QuickMeasure, HOVER integrations) and visiting the website multiple times per week. This is a strong buying signal.
• Jan 2026: Rory emailed Adriann directly but had wrong phone number.
Key Decision Makers
Chief Executive Officer
kevinnewton@honestaberoofing.com
Key interest: Scaling franchise operations to 100+ locations with standardized technology. FDD mandates software choice — CEO approval is required for any system-wide technology change. Also an avid motorsports racer — personal rapport angle.
Chief Operating Officer (COO)
adriann@honestaberoofingfranchise.com
Key interest: Operational efficiency across all locations. Currently ACTIVELY ENGAGING with ServiceTitan content (Jan-Feb 2026). Clicking emails about GAF QuickMeasure and HOVER integrations. Primary target for re-engagement.
Chief Marketing Officer
aaron.ellis@honestaberoofingfranchise.com
Key interest: Centralized marketing and ad spend control across franchisees. Received ServiceTitan content about GAF partnership and profit maximization. Recommended content: Guardian Roofing Marketing Pro case study.
Franchise Launch & Support
laci@honestaberoofingfranchise.com
Key interest: Streamlined onboarding (12-week process per new location). Former franchisee herself — understands operator pain. Was responsive to Rory's Aug 2025 outreach. Original discovery POC.
Product Enhancements Since Close (May 2023)
Integration
ServiceTitan + GAF QuickMeasure
Automated roof measurements integrated directly into estimates. Eliminates manual iRoof + hand measurement workflow.
Addresses: Their estimators used iRoof and hand measurements for 90-min in-home evaluations
Integration
ServiceTitan + HOVER
3D property models for exterior measurements, enabling digital estimates without climbing the roof.
Addresses: Their stretch goal of customers building roof quotes online
Core Feature
Enterprise Hub (Franchise/Multi-Location)
Roll-up reporting, centralized management, per-location access controls, and franchisor-level dashboards.
Addresses: Their #1 gap - Roll-Up Reports and inability to track day-to-day across locations
Core Feature
Job Costing Module
Real-time job costing with crew tracking, material costs, and margin analysis — no more post-mortem spreadsheets.
Addresses: Their pain of using spreadsheets for post-mortem job costing
Core Feature
Marketing Pro
Centralized marketing automation, ad spend tracking, and ROI attribution across all locations.
Addresses: Fragmented marketing across franchisees with no central control
Integration
Supplier Integrations (SRS, ABC, Beacon)
Direct material ordering and pricing from major roofing distributors within ServiceTitan.
Addresses: They buy materials from Home Depot and wanted supplier connectivity
Integration
GreenSky Financing Integration
In-app financing with GreenSky, Synchrony, and other partners for seamless customer approval.
Addresses: They used Synchrony/Foundation and wanted to re-engage GreenSky
Messaging Framework & Proof Points
7x
Faster estimating [4]
30→4 min
Estimate build time [4]
+25.4%
Revenue increase [5]
+10%
More leads [6]
+4%
More deals closed [6]
+67%
Growth in jobs booked (Pro) [6]
"Before ServiceTitan, if they were doing a good, better, best, they had to build three different estimates in the system to present it to the customer. So that could take up to 30 minutes. Right now, once they're comfortable with it, they could pop a good, better, best estimate out in four minutes flat." [4]
— Dean Mainairdi, Partner, Munz Roofing
"ServiceTitan has been a game-changer for our growth. Since adopting the platform, we've increased revenue by 25.4% and boosted profitability. It's transformed our culture—helping our team become more sophisticated in tracking KPIs, understanding performance, and setting benchmarks for success." [5]
— Andrew Musio, Director of Marketing & Technology, WeatherPro Exteriors
"Because you have real-time information, your KPIs, you can make quick decisions, you can pivot, you can see what marketing is working. If we would've had the same technology we have now compared to when we started, everything would've looked a lot different." [7]
— Lori Swanson, Owner, Guardian Roofing, Gutters, & Installation
Recommended Case Studies & Content
Boss Roofing replaced 10 disconnected tools with ServiceTitan, cutting $500K in overhead and growing from $14M to $26M in revenue — with 21% average revenue increase in two years. [8]
Best for: Adriann Dalton (COO) & Kevin Newton (CEO) — mirrors their multi-tool pain (QBO + iRoof + G-Suite)
Guardian Roofing grew 200% since 2015, reaching $30M in revenue. Owner Lori Swanson credits real-time dashboards: "What took us 18 years is going to take someone five." [7]
Best for: Kevin Newton (CEO) — franchise growth parallel; Aaron Ellis (CMO) — marketing ROI visibility
Shows how Marketing Pro delivers centralized marketing automation with attribution across campaigns — exactly the consolidated marketing control Honest Abe needs.
Best for: Aaron Ellis (CMO) — directly addresses fragmented franchisee ad spend
TIMEPROOFUSA chose ServiceTitan to scale to 50 branches across 30 states using a hub-and-spoke model with centralized back office — nearly identical to Honest Abe's franchise model. [9]
Best for: Adriann Dalton (COO) & Laci Erickson — franchise scaling and onboarding
Recommended Talking Points
- Lead with the COO signal: "Adriann, I noticed you've been exploring our GAF QuickMeasure and HOVER integrations. Since we last spoke with Laci in 2023, we've built the exact franchise reporting tools you were missing."
- Sell more, close faster (Retail positioning): "Your estimators spend 90 minutes per in-home evaluation using iRoof and hand measurements. Our customers are building Good-Better-Best estimates in 4 minutes flat with SBET templates and integrated measurements. That's 7x faster."
- Enterprise Hub demo: Show how franchisor can see real-time P&L across all 21+ locations — replacing the QB royalty reports and quarterly coach visits. "Run your business—not after it. Get total clarity, stronger control, and real growth."
- Job Costing transformation: "You told us you were doing post-mortem spreadsheet analysis. We now have real-time job costing that tracks crew efficiency, materials, and margin as the job happens. WeatherPro Exteriors saw a 25.4% revenue increase with this visibility."
- Good-Better-Best proposals: "Present homeowners with upgrade options and embedded financing on the spot. Munz Roofing is closing bigger jobs faster because every estimate automatically includes tiered options that drive average ticket size."
- Digital estimation vision: Reference their stretch goal. "You wanted customers to build a roof online and get a quote. With HOVER + GAF QuickMeasure, that's now possible."
- Franchise marketing control: "You told us your franchisees are each doing their own ad spend with no central control. Marketing Pro gives you centralized marketing automation, ad spend tracking, and ROI attribution across all locations."
- Timing is right: The original objection was urgency/timing during restructuring. They're now ramping and the COO is actively researching. Don't let them find a competitor first.
Suggested Outreach Emails (for Rory O'Day → Adriann Dalton)
Subject: The franchise reporting tools you were researching
Hi Adriann,
I saw you've been looking into our roofing measurement integrations. Since we last connected with your team in 2023, we've launched Enterprise Hub — built specifically for franchises like Honest Abe. TIMEPROOFUSA is using it to scale to 50 branches with centralized reporting. [9]
Would you have 15 minutes this week to see how it maps to your multi-location needs?
I saw you've been looking into our roofing measurement integrations. Since we last connected with your team in 2023, we've launched Enterprise Hub — built specifically for franchises like Honest Abe. TIMEPROOFUSA is using it to scale to 50 branches with centralized reporting. [9]
Would you have 15 minutes this week to see how it maps to your multi-location needs?
Subject: 30 minutes → 4 minutes (your estimators will thank you)
Hi Adriann,
Quick stat: Munz Roofing cut their estimate build time from 30 minutes to 4 minutes flat using our Good-Better-Best templates. [4] With GAF QuickMeasure and HOVER now built in, your teams can generate precise estimates without climbing the roof.
As you add new territories in Indiana and Tennessee, that speed multiplies across every location. Worth a quick look?
Quick stat: Munz Roofing cut their estimate build time from 30 minutes to 4 minutes flat using our Good-Better-Best templates. [4] With GAF QuickMeasure and HOVER now built in, your teams can generate precise estimates without climbing the roof.
As you add new territories in Indiana and Tennessee, that speed multiplies across every location. Worth a quick look?
Subject: How Boss Roofing cut $500K in overhead
Hi Adriann,
Boss Roofing was running 10 disconnected tools — sound familiar? They consolidated onto ServiceTitan and saved $500K in overhead while growing from $14M to $26M. [8]
With Honest Abe expanding into new markets, having one system across all locations could be the difference. Happy to show you exactly how it works for franchise operations.
Boss Roofing was running 10 disconnected tools — sound familiar? They consolidated onto ServiceTitan and saved $500K in overhead while growing from $14M to $26M. [8]
With Honest Abe expanding into new markets, having one system across all locations could be the difference. Happy to show you exactly how it works for franchise operations.
🎯
Warm Lead: CEO Said "Still Interested" — Planning 2026 Demo
Rory O'Day met with C3 at a roofing conference in December 2025. The team is planning to demo in 2026. On Jan 29, 2026, Carnie (CEO) told SDR he is "still interested but timing is not right." They have grown from 9 to an expanding multi-location operation. The original product gap (measuring tool) has been solved.
Recent Company News
Expansion
4 New Franchise Locations Awarded in Houston, TX (2025)
CR3 American Exteriors expanded into the Houston market with 4 new franchise territories, accelerating their national growth strategy. [10]
CR3 American Exteriors expanded into the Houston market with 4 new franchise territories, accelerating their national growth strategy. [10]
Leadership
Key Leadership & Team Hires (2024–2025)
Lester Morris joined as Director of Franchise Development. Mykel Castellon joined the Franchise RevOps team focused on compliance and collections. [10]
Lester Morris joined as Director of Franchise Development. Mykel Castellon joined the Franchise RevOps team focused on compliance and collections. [10]
Partnership
Part of Loyalty Brands Franchise Family (2023–present)
CR3 American Exteriors is backed by Loyalty Brands, founded by John T. Hewitt, giving them franchise infrastructure support. [11]
CR3 American Exteriors is backed by Loyalty Brands, founded by John T. Hewitt, giving them franchise infrastructure support. [11]
Insight: C3/CR3 is in hyper-growth mode — expanding into Houston, hiring franchise development leadership, and backed by an established franchisor (Loyalty Brands). They've grown from 9 to ~20 locations since our last engagement. Their franchise infrastructure is maturing fast, which means they'll need scalable software soon. The measuring tool gap that killed the original deal has been solved.
Account Narrative
Company Overview: C3 American Exteriors is an emerging multi-location roofing company based in Pennsylvania. At time of evaluation (April 2024), they had 9 locations and were growing fast. 80% residential, 20% insurance work. Currently using Leap for software and QBO for accounting.
Original Engagement (April 2024): Very brief — only a 5-minute discovery call with CEO Carnie Fryfogle. He had to jump but was "super eager for a demo" and added another person to the call. Key interest was the franchise model: he needs to see how different locations get different access levels (he sees everything, location #2 can only see their numbers, etc.).
Why They Lost: Product Gap — specifically the Measuring Tool. At the time, ServiceTitan lacked integrated roof measurement capabilities. The deal lifecycle was only 8 days, suggesting a fast evaluation and quick disqualification based on this specific feature gap. The deal was classified "Unsellable" at the time.
What's Changed Since Then: ServiceTitan has since launched integrations with GAF QuickMeasure, HOVER, and EagleView — the exact category of measuring tools that was the deal-breaker. The company has continued growing and was described as an "emerging roofing business" with multi-location franchise needs.
Recent Re-engagement (2025-2026):
• Jul 2025: Sent Carnie a comped ticket to ServiceTitan User Conference.
• Sep-Nov 2025: Marketing outreach ("How roofing contractors are winning", ServiceTitan product emails).
• Dec 2025: Rory met them at a roofing conference and is planning to demo in 2026.
• Jan 2026: SDR call — Carnie said "still interested but timing is not right."
• Jan 2026: SDR left message, ongoing cadence active.
Key Decision Makers
Chief Executive Officer
carnie@c3america.com
Key interest: Franchise management model with role-based access by location. Wants visibility across all locations while restricting franchisee views. Fast decision maker — original eval was 8 days. STILL INTERESTED
President
mluterman@c3america.com
Key interest: Overall business operations and growth strategy. Likely involved in technology decisions for multi-location expansion. As President, he'll care about unit economics and P&L visibility.
Vice President
—
Key interest: Day-to-day operations across locations. Added to the demo call by Carnie — likely an operational stakeholder who evaluates tools. Focus on job costing and production efficiency.
Product Enhancements Since Close (April 2024)
Deal Breaker Fix
ServiceTitan + GAF QuickMeasure Integration
Automated roof measurements from aerial imagery, directly integrated into ServiceTitan estimates and proposals.
DIRECTLY SOLVES the "Measuring Tool" product gap that killed this deal
Deal Breaker Fix
ServiceTitan + HOVER Integration
3D property visualization and measurements from a smartphone photo, eliminating the need for manual roof measurement.
DIRECTLY SOLVES the "Measuring Tool" product gap — replaces manual measurement workflows
Deal Breaker Fix
ServiceTitan + EagleView Integration
Satellite-based roof measurement reports with automated takeoffs integrated into the estimating workflow.
DIRECTLY SOLVES the "Measuring Tool" product gap — third measurement partner option
Core Feature
Enterprise Hub (Multi-Location Access Controls)
Role-based access controls allowing franchisor to see everything while individual locations only see their own data.
Addresses: Carnie's #1 request — "needs to see how some people have different access to different numbers"
Messaging Framework & Proof Points
7x
Faster estimating [4]
30→4 min
Estimate build time [4]
+25.4%
Revenue increase [5]
+10%
More leads [6]
+4%
More deals closed [6]
"ServiceTitan's estimating tools make my sales process 7x faster when it comes to building out good, better, best options for the homeowner." [4]
— Dean Mainairdi, Partner, Munz Roofing
"Here's the value of ServiceTitan to any roofing business owner: it's going to drive your average ticket. It's going to reduce your salesperson's time, and it's going to increase your gross profit." [4]
— Dean Mainairdi, Partner, Munz Roofing
"When we started with ServiceTitan, we had maybe two trucks on the road. We quickly grew to six in 12 months." [12]
— Robert Maeir, Laing Roofing
Replacing Leap + QBO
Leap + QBO (Current)
- Separate systems for sales vs. accounting
- No integrated measurement tools
- No franchise/multi-location management
- Limited reporting across locations
ServiceTitan
- All-in-one: CRM, estimating, proposals, production, financing
- GAF QuickMeasure, HOVER, EagleView built in
- Enterprise Hub with role-based access per location
- Real-time dashboards, job costing, and P&L by location
Recommended Talking Points
- Lead with the fix: "Carnie, last time we spoke you needed a measuring tool. We've since integrated with GAF QuickMeasure, HOVER, and EagleView — the exact capability that was missing. Your team can now generate precise estimates in minutes, no roof climbs needed."
- Win the job on the spot: "With Good-Better-Best proposals, embedded financing, and eSign, your salespeople can present professional options and close the deal in one visit. Munz Roofing cut their estimate time from 30 minutes to 4 minutes flat."
- Franchise access demo: Show the Enterprise Hub with role-based access — Carnie sees all locations, each franchise only sees their own numbers. This was his #1 ask. "Run your business—not after it. Get total clarity across every location."
- Replace Leap + QBO: "You're running Leap for sales and QBO for accounting—two disconnected systems. ServiceTitan replaces both with one platform that connects CRM, estimating, proposals, production, and financing. Dean Mainairdi at Munz Roofing says it drives average ticket and increases gross profit."
- Conference momentum: Rory met them at a Dec 2025 conference. Strike while the relationship is warm and schedule the demo Carnie asked about.
- Growth story: "Laing Roofing went from 2 trucks to 6 in 12 months with ServiceTitan. WeatherPro Exteriors grew revenue by 25.4%. You're expanding fast—ServiceTitan is built to scale with you."
- Insurance workflow (20%): "For your insurance jobs, Xactimate integration handles claims natively. You get dedicated insurance stages, supplement tracking, and documentation tools in the same platform."
Recommended Case Studies & Content
Robert Maeir grew Laing Roofing 3x in one year with ServiceTitan. His goal: own the full lifecycle of every roof. A growth story that mirrors C3's expansion trajectory. [12]
Best for: Carnie Fryfogle (CEO) — growth-minded leader scaling fast
TIMEPROOFUSA chose ServiceTitan Enterprise Hub to scale to 50 branches with centralized back office and per-location operations — the exact franchise access model Carnie asked about. [9]
Best for: Carnie Fryfogle (CEO) & Mark Luterman (President) — franchise access model
Boss Roofing replaced their "Frankenstein of Software" — 10 disconnected tools — with ServiceTitan, saving $500K in overhead and hitting $26M in revenue. [8]
Best for: Matthew Luterman (VP) — operational consolidation from Leap + QBO
Suggested Outreach Emails (for Rory O'Day → Carnie Fryfogle)
Subject: The measuring tool you needed — it's here
Hey Carnie,
Great connecting at the conference in December. You mentioned timing wasn't right yet, but I wanted you to know: the measuring tool gap that held things up last time? Solved. We now integrate with GAF QuickMeasure, HOVER, and EagleView — precise estimates in minutes, no roof climb needed.
Worth 15 minutes to see it in action?
Great connecting at the conference in December. You mentioned timing wasn't right yet, but I wanted you to know: the measuring tool gap that held things up last time? Solved. We now integrate with GAF QuickMeasure, HOVER, and EagleView — precise estimates in minutes, no roof climb needed.
Worth 15 minutes to see it in action?
Subject: How a franchise like yours is scaling to 50 locations
Carnie,
TIMEPROOFUSA just chose ServiceTitan to power their expansion to 50 branches across 30 states — using the hub-and-spoke model you asked about. [9] You see everything, each location sees only theirs.
As CR3 grows into Houston and beyond, this is exactly the infrastructure that scales. Happy to show you how it maps to your setup.
TIMEPROOFUSA just chose ServiceTitan to power their expansion to 50 branches across 30 states — using the hub-and-spoke model you asked about. [9] You see everything, each location sees only theirs.
As CR3 grows into Houston and beyond, this is exactly the infrastructure that scales. Happy to show you how it maps to your setup.
Subject: One platform instead of Leap + QBO
Hey Carnie,
Quick thought: Boss Roofing was juggling 10 disconnected tools before switching to ServiceTitan. They saved $500K in overhead and grew revenue 21% in two years. [8]
You're running Leap + QBO today. One system for CRM, estimating, proposals, production, and financing — built for multi-location. Let me know when the timing is right.
Quick thought: Boss Roofing was juggling 10 disconnected tools before switching to ServiceTitan. They saved $500K in overhead and grew revenue 21% in two years. [8]
You're running Leap + QBO today. One system for CRM, estimating, proposals, production, and financing — built for multi-location. Let me know when the timing is right.
⚠️
Caution: Currently Committed to Acculynx — Key Contact Left
Jason Santee (Director of Ops, original champion) is no longer at Storm Guard (confirmed Jan 2026 call). Shane Lynch (President) responded Jan 22, 2026: "We're committed to Acculynx and will not be making a change for a long time." Meredith Lynch (Dir. People Dev) also declined in Jan 2026 citing "continuation of our Acculynx/CRM rollout." This is a long-play account — nurture, don't push.
Recent Company News
Major
Major Rebrand: Full Exterior Home Solutions Provider (Oct 2025)
Storm Guard unveiled a significant brand evolution, expanding from roofing-focused to full exterior services including siding, windows, gutters, and painting. Invested in franchisee training, vendor partnerships, and "advanced CRM technology." [13]
Storm Guard unveiled a significant brand evolution, expanding from roofing-focused to full exterior services including siding, windows, gutters, and painting. Invested in franchisee training, vendor partnerships, and "advanced CRM technology." [13]
Growth
Franchise Development Relaunch — 5 New Markets Targeted (Aug 2025)
Storm Guard relaunched franchise development targeting Oklahoma, Arkansas, Missouri, Kentucky, Western Tennessee, and the Midwest. [14]
Storm Guard relaunched franchise development targeting Oklahoma, Arkansas, Missouri, Kentucky, Western Tennessee, and the Midwest. [14]
Recognition
2025 BBB Torch Award for Ethics (2025)
Nashville location won the BBB Torch Award for Ethics, with nearly 900 five-star reviews cited. [15]
Nashville location won the BBB Torch Award for Ethics, with nearly 900 five-star reviews cited. [15]
Leadership
Leadership Team Update (2025)
Current team: Shane Lynch (President), Shannon Santee (COO — possible replacement for Jason Santee), Meredith Lynch (Dir People Dev), Derrick Hemmelgarn (Dir Marketing). [16]
Current team: Shane Lynch (President), Shannon Santee (COO — possible replacement for Jason Santee), Meredith Lynch (Dir People Dev), Derrick Hemmelgarn (Dir Marketing). [16]
Key Insight: Storm Guard's rebrand to "full exterior solutions" and mention of investing in "advanced CRM technology" is significant. As they expand beyond roofing into siding, windows, gutters, and painting, AccuLynx (roofing-only) may not support these additional trades. ServiceTitan handles all exterior trades natively — this is a future wedge. Also note Shannon Santee (COO) appears to have replaced Jason Santee in a similar operations role — potential new champion.
Account Narrative
Company Overview: Storm Guard is a large residential roofing franchise based in Fort Worth, TX. At evaluation (May 2024), they had 34 franchisees with 4 more going live in 2024 and a 5-year goal of reaching 75 locations. Average $2.5M per location. 80% insurance / 20% retail, investing in retail roofing expansion. Side trades include windows, gutters, siding, and emergency tarping.
Original Engagement (May - June 2024): Deep engagement with Jason Santee (Director of Operations) and Shane Lynch (President). ServiceTitan was in the final round of demos. Storm Guard wanted a full team demo (13 people), and planned to pilot with 5 franchisees followed by system-wide rollout at their January 2025 conference.
Detailed Evaluation Areas:
• Insurance Workflow: Critical requirement — need to capture contingency agreements, handle FRQ (state-dependent, requiring dual signatures for lien on home).
• Multiple Signatures: Need distinct individual signatures for online estimates.
• Franchise Demo: Wanted to see Enterprise Hub/Franchisor level, then Franchisee level views.
• Integrations: Heavy reliance on Zoho, Spotio (canvassing), CompanyCam, SumoQuote, Xactimate, EagleView, CallRail. These integrations were critical.
• Competing Software: Evaluated Jobber, Acculynx, Job Progress, Vonigo alongside ServiceTitan.
Key Internal Notes: "Nice guys, open book but have been through CRM implementation before so they are skeptical." Red flag noted: "Large insurance workflow."
Why They Lost: Product Gap — specifically Integrations. Their tech stack (particularly the insurance workflow tools like Xactimate and the canvassing tool Spotio) needed tight integration that wasn't available. They chose Acculynx which is purpose-built for insurance roofing.
What Happened Since (2024-2026):
• Multiple SDR call attempts throughout 2025 — no answers from Jason Santee.
• Jan 13, 2026: SDR call confirmed Jason Santee is "not with Storm Guard any longer."
• Jan 13, 2026: Cooper Hausfeld (Enterprise AM) emailed Meredith Lynch. She responded: "We have a TON going on with internal programs and the continuation of our Acculynx/CRM rollout, so we're just not in a position to entertain further changes."
• Jan 22, 2026: Cooper emailed Shane Lynch (President). Shane responded: "We're committed to Acculynx and will not be making a change for a long time."
• However, Tatiana Lairmore (franchise owner) is clicking marketing emails in Jan 2026.
Strategic Assessment: Storm Guard is firmly in Acculynx's camp right now. The original champion (Jason Santee) has left. Both the President and Director of People Development have explicitly declined. This is a long-play nurture account. Focus on franchisee-level awareness (some owners are engaging with content) and wait for Acculynx implementation friction.
Key Decision Makers
President
slynch@stormguardrc.com
Status: DECLINED Jan 2026 — "Committed to Acculynx, will not be making a change for a long time." Ultimate decision maker for franchise-wide technology.
Chief Executive Officer
glynch@stormguardrc.com
Key interest: Strategic direction of the franchise. Has not been directly contacted in recent outreach. As they expand into full exterior services, he may be open to a platform that handles all trades — not just roofing.
Director of People Development
mlynch@stormguardrc.com
Status: DECLINED Jan 2026 — Politely declined, citing Acculynx rollout. Handles internal programs and people ops. Intercepted Cooper's outreach before it reached ops leadership.
Chief Financial Officer
al.hertling@stormguardrc.com
Key interest: Financial reporting, franchisee royalty tracking, unit economics. Could be receptive to a financial operations pitch if Acculynx falls short on reporting.
Shannon Santee
Chief Operating Officer (NEW)
—
Key interest: POTENTIAL NEW CHAMPION — Identified via company news as current COO. Likely replaced Jason Santee in operations leadership. Not yet in Salesforce. Responsible for operational execution and CRM rollout across franchise network. [16]
Director of Marketing
—
Key interest: Brand management and marketing across 34+ locations. With the major rebrand to full exterior services, he'll be evaluating marketing tools. Marketing Pro could resonate.
Former Director of Operations
jasonsantee@stormguardrc.com
Status: LEFT COMPANY — Confirmed no longer at Storm Guard as of Jan 2026. Was the original champion. Appears replaced by Shannon Santee (COO).
Product Enhancements Since Close (June 2024)
Integration
ServiceTitan + Xactimate (Enhanced)
Deep integration with Xactimate for insurance claim estimates, including direct import/export of Xactimate files.
Addresses: Their 80% insurance workflow and Xactimate dependency
Integration
ServiceTitan + EagleView
Automated aerial roof measurement reports integrated into the estimating workflow.
Addresses: Their existing EagleView usage and need for tight integration
Core Feature
Insurance Claims Workflow
Purpose-built insurance roofing workflow with contingency agreement capture, supplement tracking, and dual-signature support.
Addresses: Their critical need for contingency agreements and FRQ multi-signature requirements
Integration
ServiceTitan + CompanyCam
Photo documentation directly linked to jobs, with automatic organization and sharing capabilities.
Addresses: Their existing CompanyCam usage and integration requirement
Core Feature
Enterprise Hub (Franchise Dashboard)
Corporate-level visibility across all franchisees with role-based access, benchmarking, and rollup reporting.
Addresses: Their need for franchisor-level vs. franchisee-level views
Integration
ServiceTitan + CallRail
Call tracking integration for lead attribution and call recording directly within ServiceTitan.
Addresses: Their existing CallRail usage for call tracking
Messaging Framework & Competitive Positioning
7x
Faster estimating [4]
+4%
More deals closed [6]
+67%
Growth in jobs booked (Pro) [6]
3,000+
ServiceTitan employees [17]
~$200M
Annual R&D investment [17]
AccuLynx vs. ServiceTitan — When the Friction Hits
AccuLynx (Their Choice)
- ~130 employees, limited R&D capacity
- Closed APIs — data locked in
- Read-only mobile app
- Forces toggling between separate accounts for multi-location
- Locks down attachments, painful migrations
- Legacy interface, limited automation
- No open data pledge — your data is their leverage
ServiceTitan
- 3,000+ employees, ~$200M annual R&D
- Open APIs + Open Data Pledge
- Two-way mobile field app with full functionality
- Enterprise Hub manages all divisions in one place
- Data always accessible and exportable
- Modern interface with advanced automation
- Purpose-built insurance workflows: supplements, contingency, dual-signature
"Spec Based Estimate Templates minimize the manual entry required by our salespeople when selecting materials, reducing the risk of errors. These templates simplify the process by automating much of the work, making it so much simpler. Everything's in front of their face. It self populates the materials." [4]
— Dean Mainairdi, Partner, Munz Roofing
"All the features that ServiceTitan offers comes together and creates this monster of a sales organization. Tracking, call booking rates, conversion rates. The data is really what drives the organization to make its next best decision." [6]
— Kelly Mesaris, VP of Special Operations, LB Capital
Recommended Approach (Long-Play Nurture)
- Do NOT push right now. Both Shane Lynch and Meredith Lynch have explicitly declined in Jan 2026. Respect their decision. Any aggressive outreach will damage the relationship.
- Monitor Acculynx friction: Watch for signs of implementation pain. AccuLynx has ~130 employees, closed APIs, and a read-only mobile app. As Storm Guard scales to 75 locations, they will hit ceiling issues — multi-account toggling, locked data, and limited automation. Be ready.
- Build franchisee-level awareness: With 34+ franchise owners, plant seeds at the individual location level. Tatiana Lairmore is already clicking marketing emails. Share insurance workflow success stories and case studies with engaged franchisee contacts.
- Open Data Pledge angle: When the conversation reopens, lead with: "Your data should be yours. We have open APIs and an Open Data Pledge, so your data is always accessible—no locked attachments, no painful migrations."
- Conference strategy: Storm Guard has a January conference. Target a booth/presence at roofing industry events where their franchisees attend.
- When the time comes — lead with insurance workflow: "We've built purpose-built insurance workflows with dedicated stages for supplements & approvals, Xactimate sync, contingency agreement capture, and the FRQ dual-signature support you needed. Plus native integrations with EagleView, CompanyCam, and CallRail — the exact tools your franchisees are using."
- Enterprise Hub vs. AccuLynx multi-account: "You're managing 34+ franchisees. In AccuLynx, that means toggling between separate accounts. Enterprise Hub gives you one unified view with role-based access, benchmarking, and rollup reporting."
- New champion: Shannon Santee (COO). News research reveals Shannon Santee is now COO — likely replaced Jason Santee. This is your new operations contact. Build a relationship from scratch. Also consider Glenn Lynch (CEO) — not yet contacted in recent outreach.
- Full-exterior rebrand = AccuLynx ceiling: Storm Guard just rebranded as a "full exterior home solutions" provider (siding, windows, gutters, painting). AccuLynx is roofing-only. As they operationalize these new trades, they'll need a platform that handles all of them. ServiceTitan does. [13]
Recommended Case Studies & Content
ServiceTitan's official comparison page details key differences: open APIs vs. closed, full mobile app vs. read-only, multi-trade support vs. roofing-only. [17]
Best for: Shannon Santee (COO) & franchisee owners — share when AccuLynx friction emerges
Boss Roofing's "Frankenstein of Software" story mirrors Storm Guard's multi-tool stack (Zoho + Spotio + CompanyCam + SumoQuote + Xactimate + EagleView + CallRail). Saved $500K in overhead. [8]
Best for: Allan Hertling (CFO) — overhead reduction and financial consolidation
Demonstrates ServiceTitan's franchise scaling capability with hub-and-spoke model. Storm Guard's 75-location goal requires exactly this infrastructure. [9]
Best for: Glenn Lynch (CEO) & Shannon Santee (COO) — franchise expansion
Guardian Roofing grew 200% with ServiceTitan's reporting dashboards. Lori Swanson: "What took us 18 years is going to take someone five." [7]
Best for: Derrick Hemmelgarn (Dir Marketing) — KPI visibility and marketing attribution
Suggested Nurture Emails (for Cooper Hausfeld — when timing is right)
Subject: Congrats on the rebrand — quick thought on multi-trade ops
Hi Shannon,
Congrats on Storm Guard's expansion into full exterior services. Exciting move. [13]
As you add siding, windows, and gutters, you may find your roofing CRM wasn't built for multi-trade workflows. ServiceTitan handles all exterior trades natively — one system from lead to invoice. Happy to share how other multi-trade contractors have scaled.
Congrats on Storm Guard's expansion into full exterior services. Exciting move. [13]
As you add siding, windows, and gutters, you may find your roofing CRM wasn't built for multi-trade workflows. ServiceTitan handles all exterior trades natively — one system from lead to invoice. Happy to share how other multi-trade contractors have scaled.
Subject: How TIMEPROOFUSA is scaling to 50 branches
Shannon,
TIMEPROOFUSA just chose ServiceTitan to power their expansion to 50 branches across 30 states with a centralized hub-and-spoke model. [9] With Storm Guard targeting 75 locations, the infrastructure needs are similar.
When you're ready to explore what's possible beyond AccuLynx, I'd love to show you Enterprise Hub.
TIMEPROOFUSA just chose ServiceTitan to power their expansion to 50 branches across 30 states with a centralized hub-and-spoke model. [9] With Storm Guard targeting 75 locations, the infrastructure needs are similar.
When you're ready to explore what's possible beyond AccuLynx, I'd love to show you Enterprise Hub.
Subject: Your data should be yours
Hi Shannon,
Quick note: ServiceTitan has an Open Data Pledge — your data is always accessible via open APIs, and we'll never lock your attachments or make migrations painful.
As you scale and your data becomes your most valuable asset, that commitment matters. Happy to chat anytime — no pressure. [17]
Quick note: ServiceTitan has an Open Data Pledge — your data is always accessible via open APIs, and we'll never lock your attachments or make migrations painful.
As you scale and your data becomes your most valuable asset, that commitment matters. Happy to chat anytime — no pressure. [17]