Acquisition delivers an end-to-end operating system for modern roofing companies.

SalesRabbit, the leading all-in-one field sales management platform, today announced the acquisition of Roofle, the category leader in e-commerce technology for roofing and exterior contractors.

Together with RoofLink, which joined the SalesRabbit platform at the end of 2024, the acquisition brings three specialized products into a single, unified platform specifically built for the roofing and home improvement industries.

For years, contractors have been forced to stitch together disconnected tools to manage sales, pricing, financing, inspections and production—creating friction for teams and confusion for homeowners. The combined SalesRabbit platform eliminates those gaps by unifying on-site selling, online buying and sales-to-production workflows into one cohesive system.

A unified platform for how roofing is bought and sold today

SalesRabbit is used daily by more than 85,000 sales professionals to manage territories, score buyers with AI, gamify performance and close deals in the field.

• Roofle brings modern e-commerce infrastructure to roofing - enabling instant, accuracy-driven pricing, AI-assisted financing and digital proposals that allow homeowners to shop and commit with confidence, often before a sales visit occurs.
• RoofLink connects sales directly to production with inspection tools, measurements, weather intelligence and job-ready data that reduce errors and overhead.

Together, the platform supports the entire customer journey—from first click to final shingle—without forcing contractors to juggle multiple point solutions.

"Contractors don't need more software—they need fewer tools that actually work together," said Ben Alves, chief executive officer of SalesRabbit. "Roofle brings the missing piece we've been watching the industry demand: a true online buying experience that integrates seamlessly with field sales and production. This acquisition accelerates our vision to be the most complete, contractor-first platform in the market."

Bringing e-commerce to a historically offline industry

The acquisition underscores SalesRabbit's long-term commitment to the roofing vertical, one of the largest and fastest-growing segments within home services. By investing in vertical-specific capabilities rather than horizontal tools, SalesRabbit aims to help roofing companies compete more effectively in an increasingly digital, competitive market.

Roofle was built to modernize one of the most complex purchases a homeowner can make. By combining instant pricing, financing and digital proposals into a single online experience, Roofle has helped contractors build trust earlier, operate more efficiently and close deals faster.

"Homeowners don't want to wait days for answers anymore—and contractors shouldn't have to fight their own tools to deliver them," said Travis Harvego, ceo of Roofle. "By joining SalesRabbit, we're scaling what we started: bringing transparency, speed and trust to the moment of purchase, while tightly connecting sales and production behind the scenes."

What customers can expect

All three products—SalesRabbit, Roofle and RoofLink—will remain specialized while becoming more deeply integrated over time. Customers will benefit from:

• Faster closes through combined online and in-field selling
• Fewer handoffs and less operational friction
• Greater accuracy from quote to production
• Reduced software costs through consolidation
• A shared roadmap focused on speed, trust and scalability

The combined platform is designed to support contractors at every stage of growth, from local operators, to large multi-market teams. 

About SalesRabbit

SalesRabbit is the leading all-in-one field sales management platform, trusted by more than 85,000 sales professionals worldwide. The platform provides tools for territory management, lead tracking, AI-powered buyer insights, gamification and performance analytics. Helping sales teams sell smarter, faster and more efficiently.

About Roofle  

Roofle is the e-commerce engine for roofing and exterior contractors, powering instant pricing, AI-assisted financing and digital proposals that modernize how homeowners buy. Roofle enables contractors to meet today's buyers online while operating with greater speed, accuracy and transparency. Vista Point Advisors acted as the exclusive financial advisor to Roofle.

About RoofLink

RoofLink is a comprehensive roofing sales-to-production solution designed to streamline inspections, measurements, weather intelligence and job workflows—connecting sales teams directly to production with accuracy and efficiency.

By Emma Peterson.

MetalVue and the latest version of Roofing Passport not only simplify the estimating process but boost your sales capabilities!

Sheriwn-Williams' MetalVue program brings industry experts together to help manufacturers and contractors sell more metal roofs. The program includes integrations with companies like Roofle, EagleView and Sheridan Metal Resources to help with every part of the roofing process, from training and lead generation to finances and measurements! Recently, they updated their Roofing Passport, which aims to simplify and streamline the typically tedious estimating process. In this episode of MetalTalk™, Megan Ellsworth sat down with Junny Lee and Brendan McGinnis to talk about Roofing Passport and how it fits into the MetalVue program.

Brendan, MetalVue’s OEM program manager, explained the core of what the Roofing Passport aims to do as a part of the MetalVue program. He shared, “From quoting and bidding to estimating a job, that's typically been the biggest amount of heartburn that you would get when trying to sell or quote or install a metal roof...Instead of doing this all by hand, Roofing Passport allows you to enter an address; upload blueprints, plans or drawings; or add an existing three-dimensional XML file directly into the program.” Then, a a little while later, you will have a complete material take off list that allows you to fully build out the rest of your estimate. This means that you can have a quote ready to present to homeowners on the first call, before you’ve even been on their roof, making the sale easier to secure.  

Junny, who has worked with Sherwin-Williams for over a decade and is currently the marketing segment manager of MetalVue, explained how Roofing Passport fits into the larger MetalVue program. They shared, “MetalVue is the chassis, the Roofing Passport is the engine...You can track all your projects within the new Roofing Passport. The UI/UX is significantly improved, made user-friendly. It's a nice clean dashboard. You can manage your jobs, your projects, your quotes much better, much more efficiently than in the past. The idea is to help you succeed in metal.”  

Read the transcript or Listen to the full episode to learn more about how Roofing Passport and MetalVue can help you manage your projects better and sell more metal!

By Emma Peterson. 

Learn how Roofle has transformed lead generation, making the process easier for both contractors and homeowners. 

Just recently The Coffee Shops™ crew got the opportunity to explore the Roofing Contractors Association of Texas (RCAT)’s 46th annual trade show and expo! While there, we thoroughly enjoyed the two days' full of educational seminars, a keynote speech from Hans Johnson of TWF System about financial freedom, networking events like the annual golf tournament and exploring the trade show floor of over 150 exhibitors! While there, we also got a chance to catch up with our friends from around the industry! In this interview, Heidi J. Ellsworth stopped by the Roofle booth to chat with Mike Goldenstein.  

Mike, who is Roofle’s chief revenue officer, spoke about the exciting ways Roofle is focusing their efforts on supporting contractors. He started by sharing the basics of what they do over at Roofle, saying, “We are a top of funnel lead generation tool for contractor's websites that allows them to give instant estimates right through their website.” This integration allows contractors to get more leads by making the roofing process more transparent for homeowners. He elaborated, “Homeowners are hungry in that transparency. Getting to see that price along with all the other things that they need to know, like warranty and reviews, is key.” 

We can see this desire for transparency and more information up front displayed in some data that Mike shared. He explained, “10 years ago, 20% of homeowners already knew they were going to make a purchase from that contractor before they ever called them or gave them their contact information. That was 10 years ago, today that number is up over 70% and Marcus Sheridan writes that in the next five years it is going to be up over 90%.”  

These numbers back up what the folks at Roofle have been saying, it is in contractors’ best interest to provide homeowners with all the information they need to make a decision before even making a phone call. Mike explained, “A roof is not cheap, and homeowners have to make a right decision, so if they can't get the information that they need, they move on to the next source. That's why it's so important to have that that virtual experience for your homeowner so that they can make the right choice and choose you as a contractor to do that work in the correct manner.” 

Watch the full interview below or on the RoofersCoffeeShop YouTube channel to hear more about what these homeowner purchasing trends mean for the future of the contracting industry. 

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This expansive program helps manufacturers transform their business and contractors make more with metal.

Sherwin-Williams Coil Coatings will be highlighting the innovative MetalVue program at the International Roofing Expo (IRE), the largest roofing and exteriors event in the country, from Feb. 6-8 in Las Vegas, Nevada. Alongside a deep bench of program partners spanning various industries, Sherwin-Williams Coil Coatings is encouraging attendees to learn more about the MetalVue program and its offering at booth 5116 in the Expo Hall. In addition, conference attendees can join an educational presentation on how to make more money with metal roofing on Tuesday at 3:30 p.m. at the Exteriors Education booth 3844 during the Sherwin-Williams sponsored Exhibitor Series. 

As an industry leader in metal roof coatings, Sherwin-Williams Coil Coatings developed MetalVue to help grow the metal roof market by connecting manufacturers and contractors with a network of industry partners. MetalVue aims to help transform manufacturers’ businesses by growing contractor relationships and improving collaboration, while also helping contractors make more with metal and expand their portfolio with a premium product offering. 

“Metal roofing is already a $3.3 billion industry and with experts expecting 4% growth through 2026, we know there are so many opportunities to support our partners and make it even easier to build more with metal,” said Mark MacDonald, marketing and sales manager for Sherwin-Williams Coil Coatings. “We’re beyond excited to bring MetalVue to IRE and reconnect with our partners who’ve helped build this program into a collection of thoughtful resources that ultimately drive industry innovation and business growth.” 

MetalVue partners at IRE

Sherwin-Williams welcomes a group of MetalVue partners who will be available at booth 5116 for live demonstrations and with trusted experts to discuss how they can help attendees improve their businesses.

Sherwin-Williams Roofing Passport is built specifically for the metal residential and commercial roofing market. The groundbreaking, fully automated digital platform simplifies ordering for projects and enables metal roof estimation in just one click. Their will be live demos on this platform to show how simple the platform is to integrate. 

Toolbelt is an app and user-friendly platform that helps contractors connect with other trades people in the industry to find quality leads on laborers ready to get to work and for laborers with jobs ready to fill who are on the hunt for trustworthy contractors.

Sheridan Metal Resources is an industry leader providing the best tools and training to sheet metal professionals. Based on 45+ years of experience, Sheridan offers several levels of hands-on training tailored to specific needs, from introductory to supplemental to more hands-on and advanced options.

MetalCoffeeShop® is an online community consisting of a progressive and informative website, podcasts, webinars, articles, classifieds and more that engage the entire metal industry from contractors to product manufacturers to industry experts. Focusing on all things metal, the site delivers information that builds businesses while enabling ongoing conversation.

Designed by contractors for contractors, One Click Contractor is a simple and complete digital sales platform that helps contractors streamline every step of the sales process by building a custom toolkit from existing sales process, pricing list and workflows. By integrating with the leading software tools in the industry like CRMs, visualizers, remote measurements, payment processing and financing, One Click helps users save time on estimates, close more deals and sell from anywhere.

Truss Payments is a financial toolset designed specifically for construction businesses and offers a comprehensive range of banking and payment solutions including business checking, receivables management, payables processing, accounting integrations and Truss cards for expense management.

Watts Removal Products are designed and tested to remove, restore and rejuvenate metal surfaces that have been affected by over-spray, oil and grease, adhesives or over time, the real world adverse effects like surface rust stains, mildew, smoke damage and so much more. IRE attendees can even stop by booth #4916/4918 and put their graffiti skills to the test to see exactly why Watts Removal Products are the only products approved by Sherwin-Williams labs for cleaning metal building products finished with Sherwin-Williams coil coatings.

Grosso University offers the leading and most comprehensive sales training program designed to arm contractors with turn-key sales performance solutions that help grow their business and expand their metal building capabilities. This comprehensive training program is conveniently accessible on Grosso University's online training center and ensures the tactics, strategies and methods are tailored to coach through the specific challenges unique to individual businesses.

Other MetalVue partners that will be exhibiting at IRE include Giddyup, EagleView, RillaVoice, Roofle and Ingage.

To learn more about Sherwin-Williams Coil Coatings, visit coil.sherwin.com/metalvue. For more information about IRE, visit theroofingexpo.com.

About Sherwin-Williams Coil Coatings

Sherwin-Williams Coil Coatings delivers a full range of high-performance coatings in polyvinylidene fluoride (PVDF), silicone-modified polyester (SMP) and polyester formulas, designed to meet the most demanding environmental requirements while providing protection against weathering and pollution. The Coil Coatings Division is part of the Sherwin-Williams Performance Coatings Group, which supplies a broad range of highly-engineered solutions for construction, industrial, packaging and transportation markets in more than 110 countries in the world. Founded in 1866, The Sherwin-Williams Company is a global leader in the manufacture, development, distribution and sale of paints, coatings and related products to professional, industrial, commercial and retail customers. For more information about Sherwin-Williams Coil Coatings, visit coil.sherwin.com. 

By Anna Lockhart.  

Metal professionals won’t want to miss out on the chance to stop by the MetalVue booth at the upcoming Certified Contractors Network Innovate Conference!  

The Certified Contractors Network (CCN) Winter Conference, Innovate 2024, is coming up soon and will be the perfect opportunity for industry professionals to network, learn and take advantage of the unique growth opportunities available during the event.  

As one of CCN’s quarterly conferences, this winter meeting allows contractors from across North America to gather valuable industry insights from the experts. Each quarterly conference highlights the latest and greatest in the industry so attendees can be at the top of their game and successfully strengthen their company through new connections, product knowledge and more. The upcoming winter conference will also feature a special booth for the experts from Sherwin-Williams, who will be showcasing their MetalVue program! 

The MetalVue program helps metal manufacturers and contractors grow their business and increase profits by providing access to exclusive content and industry insights. MetalVue users have access to incredibly valuable and up-to-date resources and services that can help strengthen their business model, service offerings and other key success factors that they may want to focus on boosting. With the proper guidance, training and online community of support through the program, MetalVue users are ready to take on the industry and succeed with their newfound skills and knowledge!  

The MetalVue booth at Innovate 2024 will host representatives from across the industry who have partnered with Sherwin-Williams in creating this unique program. Stop by to hear the expert advice and insights about the program from professionals from the following companies:  

• Grosso University 
• Rilla 
• Certified Contractors Network 
• UNIFLEX 
• Kool Seal 
• Geocel 
• ToolBelt 
• Predictive Sales AI  
• EagleView  
• Roofing WRX 
• ROOFLE 
• SOCiUS Marketing 
• Sidekick 
• Renoworks 
• Truss  
• GoodLeap 
• Sheridan Metal Resources 
• Ingage 
• GiddyUp 
• Shawn Feurer Consulting 
• MetalCoffeeShop 
• Metal Roofing Alliance 
• Watts Removal Products 
• One Click Contractor 
• The Stonegate Group 

Attendees of the upcoming Innovate 2024 conference from January 28-31, at the Seabird Resort in Oceanside, California, should make plans to stop by the MetalVue booth, #5116, to find out exactly how the program can help them achieve greatness through their metal services.  

Learn more about the MetalVue program or sign up to attend the upcoming CCN winter conference, Innovate 2024!

By Dani Sheehan. 

Technology is here to stay, and the shift towards virtual continues. Don’t get left behind in a society that wants everything at their fingertips. 

Did you know that Sting’s “10 Summers” CD was the first item ever purchased via e-commerce? Or that Mark Cuban of the Dallas Mavericks purchased a $40 million private jet completely online? Newly promoted CEO and co-founder of ROOFLE, Travis Harvego, shared these fun facts and more during his presentation for the Roofing Contractors Association of Washington (RCAW) 2023 fall annual membership dinner. In their first year as a company, they’ve been able to gain over 600 users on their platform. 

Travis began his presentation with a reminder of the old way and how far our technological advancements have taken us so far. He starts, “You probably remember files, paper files. We go in the office; you have the little plastic sleeves on the wall probably... Pretty much everybody in here uses some sort of CRM to where now everything is digital.” 

Drones and AI can now detect damage without needing a person to perform a physical inspection on the roof, and in a pre-covid society, in-home appointments are increasingly being taken virtually. ROOFLE began with an observation of these changes and the roofing industry’s emphasis on in-person selling. Travis explains, “In 2019 we went out and said, ‘What’s the next greatest thing to come from the industry?’ We said, ‘Is e-commerce possible?’... We then took that technology, put it into a website where the homeowner was allowed to come to our website, and they were able to purchase their roof 100% online.” And it worked. He continues, “We did that for three years, did about $6 million in revenue over that period 100% online. Brand new company, no reviews, no physical location. All we had was technology and the ability for them to be able to shop online 24 hours a day.” 

There were two major takeaways from this venture. First, 80% of their business came between 9 p.m. and midnight when homeowners might have the time to think about new projects, but roofers aren’t available to meet or answer questions. Second, there was now proof that there has been an increasing demand for virtual. According to Travis, everyone should want to sell online. While it forces your company to be more transparent about pricing and improve your numbers or processes, it has great potential. Transparency will build greater trust. From there, you’ll increase your lead opportunities, and you can target the younger generation. When you streamline your sales with e-commerce, you’ll have more time to focus on other aspects of your business, and you’ll be growing even bigger in no time. 

Ready to add e-commerce to your business? See how ROOFLE can help you grow your business, improve your customer experience and build a unique brand your customers will rely on.

Strategic partnership will combine Renoworks Pro and RoofQuotePRO to provide designs and instant quotes for roofing contractors.

Renoworks Software Inc. (TSXV: RW) (“Renoworks”), an industry leader in visualization and lead generation technology for the home renovation and new construction sector, and ROOFLE (“ROOFLE”), a prominent innovator in roofing software and instant roof quotes for contractor websites, are excited to announce a strategic partnership.

The partnership will see Renoworks and ROOFLE jointly reselling their software solutions, Renoworks Pro and RoofQuotePRO™, as a combined offering. By leveraging the power of Renoworks Pro’s AI-driven instant design with ROOFLE’S instant quoting solution, the two companies aim to significantly improve the workflow experience for roofing professionals.

With this combined solution, roofing professionals can now effortlessly provide both a roof estimate and an interactive design to homeowners in a matter of seconds. The seamless combination of Renoworks Pro and RoofQuotePRO in a roofer’s workflow streamlines the process of designing and pricing roofing projects, saving time, enhancing sales, and improving the overall homeowner shopping experience.

“This strategic partnership perfectly aligns with Renoworks’ commitment to empowering our customers with innovative and workflow-enhancing solutions,” said Doug Vickerson, CEO of Renoworks. “Together with ROOFLE, we are poised to elevate the roofing buying experience through instant AI home design and instant quoting.”

The collaboration enables Renoworks and ROOFLE to expand their market reach, broaden their customer base, and drive the adoption of digital solutions in the roofing industry.

“We are delighted to join forces with Renoworks,” said Travis Harvego, CEO of ROOFLE. “Their dedication to innovation and customer success align seamlessly with our own values. Together, we are well-positioned to drive impactful change, improve roofing professionals’ workflows, and revolutionize the way roofing projects are bought and sold online.”

The combined offering of Renoworks Pro and RoofQuotePRO is available now, empowering roofing professionals to transform their business operations and enhance customer satisfaction.

About ROOFLE

ROOFLE is a technology company that revolutionizes the home services industry by providing contractors with cutting-edge tools to simplify and digitize the process of buying a roof. Founded in 2020 by a team of experts in marketing, sales, production, and software engineering, ROOFLE developed RoofQuotePRO™, a platform that allows contractors to give the world’s fastest quotes for real roofing products, emulating an online shopping experience. For more information, please visit https://www.roofle.com/.

About Renoworks

Renoworks Software Inc. develops and sells unique digital visualization software and integration solutions for the remodeling and new home construction industry. Renoworks delivers its technology to manufacturers, contractors, builders, and retailers offering solutions to one of the home improvement industry’s greatest challenges: enabling homeowners to review their product selections in a hyper-realistic, virtual environment before committing to purchases and construction. Renoworks markets its technologies as an innovative engagement, sales, and marketing platform and generates revenues from five main business lines: Renoworks Enterprise, Renoworks PRO, Renoworks Design Services, Renoworks FastTrack, and Renoworks API (Application Programming Interface). For more information, visit www.renoworks.com and www.renoworkspro.com.

by Dani Sheehan.

Join RCAW for their traditional fall membership dinner at the Hotel Interurban in Tukwila, Washington on Thursday, October 12, 2023. 

Come support your roofing community and join the Roofing Contractors Association of Washington (RCAW) for their 58th annual October membership dinner in Tukwila, Washington on Thursday, October 12, 2023. Registration is only open a few more days, so reserve your spot now! Networking and beverages start the evening at 5 p.m. at the Hotel Interurban, with an elegant dinner to follow.  

Meet some new faces and catch up with old friends while sharing your love for the industry. They’ll announce their 2024 RCAW Board of Directors who will be representing the roofing industry for the state of Washington. You won’t want to miss their guest speaker, Travis Harvego of ROOFLE Technologies. With over ten years in the construction industry, Travis is the president and COO of Roofle and has proven success in customer relationship management, labor relations, sales, sales management and more. Hear his passion for technology as he discusses how to grow your business with technology and improve construction and roofing processes.   

If you’d like to book accommodation to stay at the hotel, RCAW has discounted rooms available for October 11 and October 12. Book with this special link and enter the discount code RCAW10 before it fills up! 

Tickets are available for members and nonmembers! Bring your spouse, get a new friend involved or come solo – it's sure to be a memorable event no matter what. It’s also not too late to sponsor the event! Sponsoring is a great opportunity to market your company and get more involved with your local community.

Whether you want to learn about new technological advancements and trends in the industry or make some new connections, you won’t want to miss this event. 

Register today for this incredible evening and celebrate with your roofing community! 

The award recognizes a roofing contractor who contributes to the advancement of the roofing industry.

Roofing Technology Think Tank (RT3), a group of progressive roofing professionals focused on technology solutions for the roofing industry, awarded the 2022 Innovator of the Year award to Joe Hoffman, owner and president of Hoffman Weber Construction The award was announced during the 2022 Best of Success Conference in Scottsdale, Arizona.

“Joe is a true innovator who recognized the online shift in consumer buying habits and developed the technology to allow Hoffman Weber Construction to sell roofs to homeowners online,” stated Anna Anderson, CEO of Art Unlimited, Award Task Team Leader and past RT3 Board President. “The technology that Joe created, known as Roofle, has changed the landscape for purchasing residential roof systems.”

Hoffman Weber Construction has been a leader in using technology for decades.  As an early adopter of EagleView, AccuLynx and Xactimate, Joe Hoffman has led Hoffman Weber in the adoption of technology that has propelled their business while inspiring them to create software that roofing contractors need for growth into the future.

With the development of Roofle, homeowners can enter their property address and within seconds receive price quotes for good, better and best roofing systems from their choice of manufacturer. Hoffman is making this technology accessible to other roofing contractors who want to increase transparency and bring their roofing businesses into the 21st century.

Congratulations to Joe Hoffman and Hoffman Weber Construction on being named the 2022 Innovator of the Year.

About Roofing Technology Think Tank (RT3)

Roofing Technology Think Tank (RT3) strives to find innovative technology solutions to be used within the roofing industry. RT3 provides insights from progressive thought leaders both inside and outside the roofing industry along with practical resources for implementing potential solutions successfully. The organization will encourage and enable contractors to embrace technology as they seek to grow their businesses.  With a commitment to disseminate technology advancement information, RT3 will help build the professionalism and appeal of the roofing industry. Learn more at www.rt3thinktank.com.