Your CRM is a filing cabinet.
Ours runs the work.
We help roofing and HVAC owners scale without adding chaos. Eleven stages that move on their own, a clock on every job, and guards that stop work going out wrong — plus the appointment engine that fills it.
Built by people who have sold the work · Fort Myers, FL
Fort Myers, FL
Roof replacement
Cape Coral, FL
AC replacement
Naples, FL
Full system swap
Punta Gorda, FL
Storm damage · claim
Estero, FL
Quiet 14 days
Bonita Springs, FL
Heat pump swap
Sarasota, FL
COI expired · blocked
Lehigh Acres, FL
Signed · to permit
Port Charlotte, FL
Crew dated
Speed to lead
41s avg
Stuck > 14d
1 job
Blocked
1 job
Open bids
$412K
Proof · attributed to date
Every figure sourced.
$0
In attributed sales
0
Appointments booked and kept
0
Projects sold from those appointments
0+
Dead leads reactivated
0+
Revenue systems shipped
The diagnosis
You don’t have a lead problem.
You have an operations problem.
More leads into a business that runs on memory just costs more. Here is what we find when we open the hood, and it is almost always the same four things.
You are the automation
Nothing moves unless you remember to move it. The stalled estimate does not raise its hand, the no-show does not chase itself, and the job that has been sitting in the same stage for three weeks looks exactly like the one that moved yesterday. The business stops scaling at the point your attention runs out.
Nobody trusts the system, so there are six of them
A rep keeps his own spreadsheet. The office has a whiteboard. Production runs off a group text. You cannot say how many bids are open right now without opening three tabs and guessing — so everyone builds their own version of the truth and none of them agree.
The work goes out wrong and you find out later
A contract rendered against an expired license. A job scheduled with no signed scope. A supplement filed past the carrier's deadline. These are not people being careless — they are a system with no opinion about what has to be true before work leaves the building.
Every rep runs a different process
Your best closer has it in his head. Nobody wrote it down, so your newest rep invents his own. You cannot coach what you cannot see, and you cannot scale what you cannot repeat.
Why owners stop growing
The ceiling isn’t your market.
It’s you.
Every contractor who has stalled around the same revenue number for three years has the same problem, and it is not demand. It is that the business only works when one person is paying attention — so growth stops at the edge of what that person can hold.
Running on memory
Running on Stratify
A job moves when somebody remembers to move it
A job moves when the conditions to move it are met
You are the only person who knows what is really open
Anyone can see what is open, what is stuck and what died
Hiring a rep adds chaos before it adds revenue
Hiring a rep adds capacity, because the process is the system
Growth is capped by how much you can personally hold
Growth is capped by crews and demand, which you can buy
You find out work went out wrong afterwards
The system refuses before it goes out wrong
Your best month is the one you were most available for
Your best month is the one the pipeline was fullest for
That is the whole product. Not better software for its own sake — a company that can take on more work without the owner having to personally carry it.
The platform
A system with an
opinion.
Most contractor software stores what already happened. Stratify has rules — about what has to be true to move a job forward, how long something is allowed to sit, and what is not allowed to leave the building at all.
Pipeline
Eleven stages, and the job moves itself
Every stage has a written definition, an entry condition and a way out. What has to be true to move forward, what marks it dead, and how long it is allowed to sit before it gets flagged. The rules live in the database, not in a rep's head — so the hundredth job is handled the same way as the first.
- Drag the board, or move a job from the card
- Entry and exit conditions on every stage
- Nothing sits in a stage silently
- One journey for retail and insurance work
The standards clock
A clock on every job, and it escalates
Speed to lead is the single number that moves close rate most, so it is measured in seconds, not reported monthly. A new lead starts a clock. So does an estimate that has gone quiet, a no-show that has not been rebooked, and a job that has been sitting in one stage too long. When a clock runs out it escalates to someone who can do something about it.
- 60-second and 15-minute speed-to-lead standards
- Stalled estimates surface on their own
- No-show rebooking is tracked, not remembered
- Escalation goes to a person, not a dashboard
Guards
It will not let the wrong thing go out
Four hard guards sit between a job and the outside world. An expired license or a lapsed certificate of insurance blocks a contract from rendering. A missing signed scope blocks scheduling. In Florida, unlicensed contracting during a declared emergency is a felony — so this is not a nice-to-have, and the system refuses rather than warns.
- Credential gate on licenses and COIs
- Contract render blocked, not just flagged
- Deadline tracking on claim work
- The refusal is logged with a reason
Partners & crews
Everyone sees their work and nothing else
Built multi-tenant from the first migration, with row-level isolation enforced in the database rather than in the app. Your company's data is invisible to every other company on the platform, and a partner contractor or subcontractor sees only the jobs they are actually on. Contract templates are per-partner, because the paperwork is theirs.
- Row-level isolation, enforced in the database
- Partner visibility as its own scope
- Per-partner contract templates
- Verified with 80+ isolation assertions
Reporting
Numbers you would change a decision on
A short set of figures tied to decisions you actually make: what is open, what is stuck, which rep needs help this week, and where jobs are dying. Not a wall of charts nobody opens. If a number does not change what you do on Monday, it is not on the screen.
- Open, stuck and dead, by stage
- Rep-by-rep, not company averages
- Speed-to-lead as a tracked standard
- Built for the weekly review, not the board deck
The services
And the people who fill it.
Software on its own does not book an appointment or coach a rep. Five lanes run alongside the system — you can take one, or all of them.
Lane 01 — Demand
Appointment setting
We book buyers, not leads.
No ads and no lead list. We build a list of homeowners who should be replacing what you sell — property records, roof or equipment age, storm history — and a person on our team calls every one of them. Only the ones who clear a written standard reach your calendar.
See how it runsLane 02 — Recovery
Rehash & reactivation
Revenue you already paid for.
Every unsold estimate and cold contact in your CRM was paid for once already. We work that list as a separate add-on — no upfront cost, a percentage of what the projects it produces close for. It is the cheapest pipeline in your business and almost nobody runs it.
See how it runsLane 03 — Infrastructure
CRM build & migration
Onto a system, off a filing cabinet.
We move you onto Stratify and bring your history with you — stages mapped to how you actually sell, data migrated and de-duplicated, your team trained in the system as configured. If you would rather stay where you are, we also audit and fix GoHighLevel, JobNimbus and AccuLynx.
See how it runsLane 04 — Capability
Sales training & call review
Written down, scored, coachable.
A documented nine-step sales system your reps actually follow. We score real calls against a fixed scorecard, run rep-by-rep reviews, and roleplay the objections your market keeps throwing. The point is that your third-best rep starts sounding like your best one.
See how it runsLane 05 — Virtual selling
Online sales
Sell the roof without driving to it.
We sell roofs virtually, to a standard that holds up against a rep at the kitchen table. Aerial measurements of the actual property, a produced presentation on your brand, and a proposal the homeowner can sign and finance in the same call.
See how it runsWho we run this for
Two trades, and the operators next to them.
Roofing
Retail and insurance work in one pipeline, storm cycles, supplements, and the difference between a homeowner who wants a roof and one who wants a claim handled.
See the detailHVAC & plumbing
Replacement demand, maintenance plans, and the seasonal swing that decides whether your techs are stacked in July and idle in November.
See the detailOther home trades
Siding, windows and doors, bathroom remodeling. Same engine: one system of record, a filtered homeowner list, and confirmed appointments on your calendar.
See the detailSelected work
The work behind the numbers.
Built from zero, ongoing
From no website to $550,000 in tracked revenue
A startup roofing company with nothing — no site, no CRM, no pipeline. We built the whole operation and then filled it: 100+ replacement appointments, 30+ repairs, and over half a million dollars in tracked revenue.
- $500K+
- In roof replacement revenue
- 100+
- Replacement appointments booked
- 30+
- Repair jobs booked
- $50K+
- Added from repairs and online sales
First package, now on a second
Five roofs signed off a single package
Fourteen qualified appointments, thirteen kept, five roofs signed. Just under six figures in new revenue from one package — and they re-upped.
- 5
- Roofs signed
- 14
- Appointments booked
- 93%
- Appointments kept
- ~$100K
- New revenue attributed
$66,000 collected, inside three weeks
Twelve appointments, $66,000 signed and collected
Four installs and changeouts signed at roughly $14,000 a ticket, with eight service and repair calls booked alongside to keep the techs moving in between.
- $66K
- Signed and collected
- 12
- Appointments booked
- 4
- Installs and changeouts signed
- ~$14K
- Average ticket
From the operators we work with
Named, with the company attached.
“Stratify took us from chasing leads to a calendar that fills itself — 100+ booked appointments and real roofing sales behind them.”
Seth Daffin
Owner · Royal Ridge Roofing · Florida
“I tried a 5-pack to test it. Closed 2 out of 5 in a retail Florida market — no price-dropping to compete. The lead quality just spoke for itself.”
Hunter Graham
Project Manager · Green Coast Roofing · Florida
“Twelve appointments in under three weeks, and $66,000 signed and collected off them — installs and changeouts, plus enough service work to keep my techs moving in between.”
Jason
Owner · Desert HVAC Pros · Arizona
How it runs
Audit call to a system your team lives in, in about a month.
The order matters. Map the process, then configure, then migrate, then train. Skip the first step and the software fights your team — and your team wins.
Day 0
01Audit call
Thirty minutes on how you actually run — your stages, your CRM, your numbers. We agree what the system has to do and what a job looks like at each step, in writing. We also tell you whether we are the right people to fix it. Sometimes the answer is no.
Days 1–5
02Your process, mapped
We sit with whoever runs sales and write down the real stages a job passes through, including the ugly ones everybody works around. If the map does not match reality the system will fight your team, and your team will win.
Week 2
03Configured and migrated
Stages, entry and exit conditions, the standards clock and the guards, set to your market and your licence. Your history comes across and gets de-duplicated on the way in.
Week 3
04Your team lives in it
We train your people in the system as configured, not in a vendor demo, and we stay reachable while it beds in. Built and handed over is not the same as adopted.
Week 4+
05Weekly review
A short set of numbers and a call: what is open, what is stuck, which rep needs help. If a week was bad we tell you it was bad and what we are changing.
Why this exists
I have sold the work.
Austin Seibert
Founder
I started knocking doors at sixteen. I became the top rep at a Southwest Florida roofing company and helped scale it to four locations across the state. I have sat at the kitchen table and watched a homeowner decide whether to trust me, and I have driven home on the nights they didn’t.
What I kept running into was not a lead problem. It was that the business only worked when somebody remembered to make it work. The follow-up that never happened. The estimate nobody chased. The contract that went out against paperwork that had lapsed. I was the automation, and that does not scale past one person paying attention.
So I built the opposite. Stratify is the system I wanted when I was running the floor — one that has an opinion about what has to be true before a job moves, puts a clock on the things that decide close rate, and refuses to let work go out wrong. The services around it exist because software alone does not book an appointment or coach a rep.
We are not a marketing company. We tell you the numbers every week, including the weeks they are bad.
More on how we workQuestions
The ones owners actually ask.
If yours is not here, ask it on the audit call. You will get the same answer either way.
Full FAQIs Stratify a CRM or an agency?
Both, and in that order. Stratify is the system your company runs on — the pipeline, the clocks, the guards, the reporting. Alongside it we run the services that fill and support that system: appointment setting, database rehash, sales training and virtual selling. You can take the software on its own, but most companies come to us because the two together are the thing that actually changes their week.
We already have JobNimbus / AccuLynx / GoHighLevel. Why move?
Often you should not, and we will tell you so. Those systems store what already happened and they do it fine. The reason to move is if the thing you need is a system with an opinion — one that blocks a contract against an expired licence, escalates a job that has sat too long, and refuses to let work go out half-finished. If what you actually need is your current CRM configured properly, we will audit it and fix it instead.
Will our team actually use it?
That is the real risk, which is why mapping your process comes before any configuration. Software built on top of a process nobody follows just adds friction, and reps route around friction within a fortnight. If your process is the problem we say so before building anything on top of it.
Does it handle insurance work as well as retail?
Yes, as one pipeline rather than two. A job carries a funding path, and the stages that only apply to a claim appear only on claim work. Both paths rejoin at the permit. The claim side covers the claim record, the deadline tracker, the adjuster-meeting packet and the supplement narrative — we deliberately do not price carrier scopes, because that is your estimator's job and it should stay there.
What happens to our existing data?
It comes with you and gets de-duplicated on the way in. A clean build on a small team is a different job from migrating four years of messy history, so we scope it before quoting rather than guessing.
What counts as a qualified appointment?
The homeowner owns the property. They are inside your service area. They have confirmed a budget and a timeline. And they have agreed to a specific time on your calendar with your rep. If an appointment misses any one of those four, it does not count against your package and you are not billed for it.
Free 30-minute audit
Show us how you run.
We’ll tell you straight.
Thirty minutes on your stages, your CRM and your numbers. We will walk through them and tell you what we would change — or why we are not the right fit.