Lessons from a Crossover Crew

When this group of operators bought a roofing company almost 2 years ago, they weren’t coming in cold. In fact, they had already built, scaled, and exited a successful HVAC business, giving them a distinct edge when stepping into the roofing world.

This wasn’t just a copy-paste job. Roofing comes with its own challenges: different sales cycles, different production bottlenecks, and a customer base that doesn’t always know what to ask for. What this team brought with them, though, was a mindset — rooted in operational discipline, modern systems, and a relentless focus on improving operations.

Their mission wasn’t just to keep the lights on at Legacy Roofing. It was to take a solid local brand and turn it into a high-performing, highly visible, and well-oiled machine. And they weren’t afraid to shake things up along the way — from redesigning the brand to overhauling backend workflows and training their team to embrace a new standard.

This is a detailed story of how they did it and what other roofing companies can learn from their journey.

Rebranding Without Losing Legacy

One of the first major decisions was how to handle the brand. Many new owners consider a name change to signal a fresh start, but this team took a more measured approach.

“We opted for a visual rebrand rather than a full name change,” they explained. “The decision to retain the name ‘Legacy’ was intentional — we wanted to preserve the reputation and trust that had already been built in Prescott and the greater Northern Arizona area.”

That trust wasn’t just tied to the company name — it was tied to people. One of the partners, Toby (The original founder), grew up in Prescott and was already a known figure in the community. Local residents associated him personally with the Legacy brand. To walk away from that would’ve meant forfeiting real equity.

Instead, the team refreshed the visual identity. The logo was updated, the trucks got bold new wraps, and the overall look of the brand became sharper and more memorable.

Now their trucks are impossible to miss, giving them visibility on every street and driving a stronger connection between their brand and the service they provide.

Why ServiceTitan Was a No-Brainer

Long before acquiring the roofing company, this team had already been running their previous HVAC business on ServiceTitan, actually adopting it all the way back in 2014. That experience gave them a deep understanding of how powerful the platform can be when used correctly.

They didn’t choose ServiceTitan out of hype, they chose it because it works. The platform offered the kind of automation, data visibility, and workflow management that helped them scale their HVAC business — and they knew it could do the same for roofing.

“One of the biggest advantages is automation. ServiceTitan allows us to automate a huge portion of our workflows, which has helped reduce manual errors and streamline daily operations.”

Everything from job photos and customer notes to estimate templates and KPI dashboards now lives in one centralized hub. This allows their team to stay aligned and focused, and it gives leadership full visibility into what’s happening across the business in real time.

Still, the process wasn’t entirely frictionless. One recurring issue was the gap between theory and field reality.

“Some members of the implementation team, while knowledgeable about the system itself, lacked real-world field experience. This made it harder at times to connect the dots between features and actual day-to-day operations.”

To overcome that, for new users they recommend seeking out conversations with other contractors already using ServiceTitan effectively. Real-world examples provided the clarity and creativity they needed to shape the system around their unique business needs. Their advice: don’t just follow a playbook — rewrite it to fit your business.

Fixing the Foundation: Estimating, Forms, and Automation

With the system in place, the team got to work improving the core business processes that would have the greatest impact.

They started with estimating. The goal was to give sales advisors tools to build fast, accurate, and professional quotes while still in the home. That meant overhauling the pricebook so it reflected real-world job conditions, and made sense to the people actually using it in the field.

Next came forms. First for sales, then for production. These weren’t only checklists, but alignment tools. They ensured everyone, from the advisor to the installer, knew exactly what was promised and what needed to happen. The same forms also kept the customer informed at every stage of the project.

Finally, they tackled automation. From triggered tasks and status updates to completed-form routing, they found ways to reduce manual steps, eliminate errors, and scale the right behaviors.

“Our goal was to identify processes we could automate to reduce human error, save time, and lighten the workload across departments. All while creating a system thats easy to scale.”

These weren’t cosmetic changes. They were structural upgrades designed to support the business as it grows.

Performance Gains Across the Board

Once the foundational systems were in place, the team began to see results. Close rates improved. Customer satisfaction scores climbed. But the most telling sign of progress came from one specific KPI: average ticket size.

“A higher average ticket often reflects better communication, better solutions, and a more consultative approach in the home. Also, selling the customer with education, not just selling them what we think is best but letting them make that decision.. An educated decision that they will be happy with.”

This wasn’t just about upselling though, it was about delivering more value per visit. With better tools and tighter processes, the team could identify more comprehensive solutions and communicate them clearly to homeowners. That clarity translated to trust, which translated to revenue.

Still, the leadership team was quick to point out that improvement didn’t happen overnight. Shifting systems was one thing. Shifting mindsets was another. It took training, buy-in, and ongoing motivation to get everyone aligned with the new standard of performance. But once that alignment clicked, the metrics started trending the right way.

Getting the Numbers Down

While many companies chase topline growth, this team took a different approach. They focused on building a healthier business, even if that meant sacrificing some early revenue gains.

“Over the past two years we’ve seen a 10% increase in total revenue, and more importantly, a 10% increase in gross margin.”

Part of that margin gain came from strategic choices: investing in marketing, upgrading vehicles and branding, and offering better employee benefits. At the same time, they pulled back from lower-margin sectors that previously propped up revenue but didn’t contribute to long-term health.

The numbers reflect a more disciplined, intentional operation. And while marketing still requires constant adjustment, the systems now in place allow the company to scale smarter, not just faster.

Final Advice: Invest in the Foundation

For other roofing operators considering a similar overhaul, the message is simple: don’t wait.

“Implementing the right systems and technology gives you the visibility, consistency, and control needed to scale your business with confidence.”

That confidence comes from having clarity — knowing what’s happening in the field, understanding where your leads come from, and being able to make decisions with real data instead of gut instinct.

Yes, it takes time. Yes, it takes money. And yes, there will be growing pains. But the return is worth it.

This team didn’t just upgrade software or tweak a few processes. They rebuilt the way the business operates at its core — with strategy, tech, and a whole lot of grit.