Inside the 60 seconds
A homeowner types an address. What follows is seven steps, most of them invisible, and one of them deliberately blocking. This page is the whole mechanism, including the parts that slow it down on purpose.
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t = 0
Capture, with consent attached
Three entry points feed the same pipeline: the form on your website, the RI Site Agent widget, and the video agent. All three collect the address, a mobile number and an explicit consent checkbox, and all three store the exact consent language plus a UTC timestamp on the lead record before anything else happens.
If consent is missing, the report can still run — the messaging cannot.
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t + 3 s
Rooftop geocode, then the confirmation card
The address is geocoded to rooftop precision and matched to the closest building footprint. That match is a genuine failure mode: on corner lots, flag lots, alley-loaded garages and multi-structure parcels the closest building is sometimes not the house.
So the homeowner sees a card — the satellite tile with the matched footprint outlined — and two buttons. Confirmed is a blocking state in the API. Until it is set, no measurement is billed, no lead is written to your CRM, and no SMS is queued. A wrong-building report that reaches a homeowner costs you more than a slow one.
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t + 15 s
Measure from current aerial imagery
From the confirmed footprint we derive roof area in squares, the facet count, the dominant pitch, a complexity grade and a waste factor. The example on the home page: 29.8 squares over 8 facets at a 9.7/12 pitch, 15% waste, 34.3 effective squares, from imagery captured in December 2023 and graded high.
Every report prints the imagery grade and capture date. Medium and low grades widen the ranges and print an inspection-required flag. We would rather show you a wide number than a confident wrong one.
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t + 15 s
Price it from your book, not ours
Effective squares, pitch multiplier and complexity run through the price book you loaded — your material tiers, your labour rates, your margin, versioned so you can see which book produced which number. Output is three tiers: architectural Class 3, impact-rated Class 4, and impact-rated premium Class 4, with the Texas Class 4 insurance-discount talk track attached for the rep.
Until your real book is loaded, dollar figures stay internal. Nothing homeowner-facing shows a price derived from a placeholder.
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t + 20 s
Publish the report
A branded page on your report domain plus a PDF: satellite and street imagery, the facet diagram, measurements, the imagery-quality badge, the three ranges, the preliminary-estimate disclaimer, a book-inspection button wired to your calendar and a talk-to-us video button.
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t + 25 s
Write it into GoHighLevel
Contact upserted, tagged, and scored. Opportunity opened in the Roof Leads pipeline at the Report Generated stage — automation is allowed to advance a deal as far as Contacted and no further, because a robot should not be moving a deal your rep has not touched. A note and a task land on the assigned rep.
Custom fields written on every lead: squares, pitch, facets, estimate low, estimate high, report URL, imagery quality, confidence, and lead score.
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t + 60 s
Reach the homeowner, brief the rep
SMS and email go out with the report link, subject to consent on file. The homeowner gets a click-to-start video invite — sessions are never opened for them in the background, and every session runs under a hard duration cap, an absent-participant timeout and a left-participant timeout.
Your rep gets three lines on their phone: the address, the roof, the range, and the line to open with.
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t + 15 min → day 7
Escalate, then nurture
No booking in fifteen minutes rings the on-call rep. Nothing by hour four triggers a video follow-up. After that, a day 1 / day 3 / day 7 nurture sequence — every step inside your CRM, every step visible in the pipeline, every step stopping the moment the homeowner books or opts out.
What the engine actually reads
Measurements are derived from building and roof-geometry data over current aerial imagery, plus satellite and street-level tiles for the report itself. Coverage and quality vary by address — that is a property of the imagery, not of the software, and pretending otherwise is how estimating tools lose contractors' trust.
So quality is a first-class field. It appears on the report, in your CRM, and in the API response, and it drives how wide the estimate range gets.
- High — tight ranges, standard confidence.
- Medium — widened ranges, inspection-required flag on the report.
- Low — measurements marked indicative, pricing suppressed unless you turn it on.
- No coverage — imagery-only report, no measurement claim at all.
Before any new market goes live we run a batch of real addresses from the service area and publish the resulting quality distribution to the contractor. If the area does not measure well, we say so before you pay us.
What it does not do
Being specific about the boundaries is part of the product.
- It does not produce a quote. Every figure is a preliminary estimate pending an on-site inspection, and it says so on the page, in the PDF and in the SMS.
- It does not replace the inspection. Decking condition, ventilation, flashing, layers, and everything under the shingles still require a human on a ladder.
- It does not file or negotiate insurance claims, and it is not an adjuster's scope. Class 4 discount eligibility is a conversation with the homeowner's carrier.
- It does not cold-message anyone. Outbound only ever goes to a person who entered their own number and checked the consent box.
- It does not sell your leads. Not to another contractor, not to a lead aggregator, not to anyone. Ever.
Getting set up
Onboarding takes days, not a quarter. Most of it is us loading your numbers, not you learning software.
| Step | What happens | Who does it |
|---|---|---|
| 1. Price book | You send your material tiers, labour rates and margin rules. We load and version them. | You send, we load |
| 2. Coverage probe | We run 20–30 real addresses from your service area and publish the imagery-quality distribution. | Us |
| 3. CRM wiring | Pipeline, stages, tags, the nine RI custom fields, calendar and workflows in your GoHighLevel — or in one we provision for you. | Us, with your sign-off |
| 4. Branding | Report domain, logo, colours, disclaimer language, the tenant setting for whether homeowners see dollars before you approve. | Us |
| 5. Compliance | Consent language on every capture surface, A2P 10DLC brand and campaign registration on your sending number. | Us, you sign |
| 6. Live | A real lead runs the full path end to end and is independently verified before you rely on it. | Us, you watch |
Point it at an address you know
The demo is not a slide deck. Put in a roof you have personally stood on and check our numbers against yours.