How TrueWorks Roofing Scaled from $2.9M to $4.3M with ROOFLE's Lead Magnet (and Ice Cream)

The Challenge: Door Knocking Your Way to Growth Has Its Limits

When Joel Patzke founded TrueWorks Roofing in Houston, he built his business the old-fashioned way: one door knock at a time. For 5.5 years, his 11-person team hustled hard, completing 15-20 projects monthly and generating $2.9 million in annual revenue.

But Joel faced a problem that kept him up at night: inconsistent lead flow and unpredictable cash flow. Without a reliable lead generation system, forecasting revenue felt like reading tea leaves. Door knocking worked, but it wasn't scalable. The business needed a way to attract homeowners without burning shoe leather.

"We were using SumoQuote for estimates, doing inspections, presentations, and follow-ups manually," Joel explains. "But we didn't have a real lead magnet—something that would make homeowners come to us instead."

The Solution: Turning ROOFLE into a Lead Generation Machine

After a few months of consideration, TrueWorks implemented ROOFLE in September 2023. While many roofing companies use ROOFLE primarily for instant measurements and proposals, Joel saw something different: an irresistible lead magnet.

"The instant quote feature is pure gold," Joel says. "Homeowners love the transparency. They can get real numbers immediately without the pressure of a sales pitch."

The onboarding was smooth, and the team adopted it quickly—not surprising when you've got a tool that customers genuinely love.

The Results: 48% Revenue Growth and a Lead Generation System That Works

The numbers tell a compelling story:

Lead Generation Explosion

• 15-20 additional leads per month flowing in consistently
• 2-4 more jobs closed monthly directly from ROOFLE-generated leads
• Went from unpredictable door-knocking campaigns to a steady stream of inbound inquiries

Revenue Growth

• Revenue jumped from $2.9M to $4.3M—a 48% increase
• While Houston storms played a role, the consistent lead flow from ROOFLE ensured TrueWorks could capitalize on every opportunity

Customer Experience

"Customers love the transparency," Joel notes. "When they can see an instant quote based on aerial measurements of their actual roof, it builds trust immediately. We're not asking them to take our word for it—they can see the data themselves."

The TrueWorks Difference: Where Technology Meets Ice Cream Trucks

Here's where Joel's strategy gets really interesting. While ROOFLE handles the digital lead generation, TrueWorks has built a customer experience that's anything but typical in the roofing industry.

The Ice Cream Truck Strategy

When TrueWorks is working in a neighborhood with lots of families and kids, they roll up with something unexpected: an ice cream truck.

It's brilliant community marketing. Kids get excited, parents come out to chat, and suddenly the "roofing company" becomes the neighborhood hero. It's relationship building that no digital tool can replicate—but it pairs perfectly with ROOFLE's tech-forward approach.

The "Cherry on Top": The Holiday Gift 

But Joel doesn't stop at job completion. Every December, TrueWorks runs what they call "the cherry on top" —personalized holiday gifts for each customer. The mastermind behind this? Joel’s wife, Laura Cole.

These aren't generic branded mugs. Joel's team pays attention. They remember conversations. One customer mentioned loving a funny line from a show? They get a sweater with that funny quote from the show. Another customer is a home chef? A custom cutting board shows up at their door. Wine enthusiasts get engraved wine cups.

"It's about showing customers they're not just a transaction," Joel explains. "We remember who they are."

This combination of high-tech lead generation through ROOFLE and high-touch customer care creates something powerful: a roofing company that generates consistent leads and turns customers into raving fans who refer their neighbors.

The Secret Sauce: ROOFLE Brings Them In, Experience Keeps Them Talking

What makes TrueWorks's story unique is how they layer technology with genuine human connection.

"ROOFLE is the best lead magnet I know of," Joel says emphatically. "We primarily use it as a lead magnet and to predict cashflow, and it works incredibly well. Homeowners love getting instant information without committing to a sales appointment first. And we’re able to forecast what we’ll do during the year and keep our team happy."

By featuring ROOFLE's instant quote tool prominently on their website and marketing materials, TrueWorks solved their biggest challenge: creating predictable, scalable lead generation. But by pairing that digital efficiency with ice cream trucks and personalized gifts, they've created a customer experience that generates referrals and repeat business naturally.

It's the perfect marriage of modern tech and old-school relationship building.

The Bottom Line

If you're a roofing contractor struggling with inconsistent leads and unpredictable cash flow, Joel's approach offers a blueprint: Use ROOFLE to create a frictionless digital experience that generates steady leads, then exceed expectations with personal touches that make your company unforgettable.

"ROOFLE is a great tool that homeowners genuinely love," Joel says. "The instant quote feature gives you credibility and transparency that turns website visitors into qualified leads. But technology is just the starting point—you still have to show up for people in memorable ways."

For TrueWorks Roofing, ROOFLE wasn't just about faster measurements or prettier proposals—it was about building a lead generation system that could scale a $2.9M company to $4.3M and beyond, while never losing sight of the human relationships that make the roofing business rewarding.