In this webinar, we sat down with Indy Roof & Restoration to talk about how they're maximizing conversion rates on new leads, recent estimates, and even aged leads and customers in their database.
The speakers
Kristen McCormick: Head of Marketing at Hatch, an AI CSR platform that enables businesses to scale 1:1, revenue-driving conversations across the customer journey.
Michelle Mittelmen: Senior Marketing Manager at AccuLynx, the leading all-in-one roofing CRM designed to help you manage your business from leads and estimates to scheduling and invoicing.
Nick Segar: Marketing Director at Indy Roof & Restoration, who is spearheading efforts to use Hatch and AccuLynx to scale leads, appointments, and sales with a lean team.
The backstory
Indy Roof & Restoration was moving toward a strategy of multiples. That is:
- Multiple lead sources
- Multiple channels of communication with those leads
- Multiple engagement touch points across the customer journey
Doing this manually was impossible. Automating it with multiple platforms was counterproductive. So they went with Hatch, which integrated with their lead sources and CRM (AccuLynx).
Results were:
- Added on 6+ lead sources
- Booked 700 appointments in one month with just 2 CSRs
- Sped up lead to prospect conversion by 75%
- Closing an additional $100K per month in rehash
Without breaking their tech ecosystem or having to increase headcount. The full success story is here.
This webinar aimed to dive into the tactics behind that success.
1. Mastering speed to lead in a crowded market
Problem: Slow response times (15–20 days from lead to prospect) and juggling 8–10 lead sources
Strategy:
- Centralize all leads via Hatch
- Set unique campaigns per lead source to preserve attribution and tailor messaging
- Use AI to handle 90% of qualification and route only serious leads to CSRs
- Deploy AI as a “Midwestern-friendly CSR”—not a salesperson—to increase trust
Results:
- 700 appointments booked in one month
- Lead to prospect time cut to under 6 days
- Team stays lean with just two CSRs
Pro Tips
- Even shared lead sources (e.g., Thumbtack, Porch) can be won with speed. Use Hatch to launch SMS within minutes and follow with calls to dominate the first-response window.
- For colder leads, run a post-booking campaign to educate and build trust. This reduces cancellations and no-shows.
2. Scaling new lead sources without breaking ops
Step-by-step framework:
- Start with attribution: Get your lead source attribution nailed down first.
- Pilot safely: Test one source at a time with tight performance guardrails
- Choose partners with direct integrations: Nick preferred lead vendors that integrated directly with Hatch (e.g., Angi, Modernize, Contractor Appointments)
- Stress-test before scaling: Measure ROI, cancellation rates, and capacity before adding more
- Make sure you have the right automations in place (in this case, Hatch automation, AccuLynx automation, and Hatch AI)
3. Using AI without losing the human touch
How it works for Hatch
- AI qualifies leads, gathers information, and tentatively books the appointment. Human CSR then confirms the appointment and puts it on schedule. For ServiceTitan users, the AI can book the appointment directly on the calendar.
- Bailouts are used for to transfer to a human. In many cases, the bailout is the goal, because it means they’re ready to confirm the booking.
- Human CSRs remain essential: They schedule, manage nuance, and benefit from reduced grunt work
Getting CSR buy-in at Indy Roof:
Positioned AI as a helper, not a threat. Human CSRs at Indy Roof were relieved, not worried—AI took the burden, they closed the deal.
4. Estimate follow-up: Don't let leads rot
Campaign setup:
- Hatch integrates with AccuLynx to trigger outreach sequences based on any disposition/property in AccuLynx.
- For Indy, they trigger a follow-up sequence one day after inspection. The sequence come from a CSR, asking how the appointment went and whether the customer received a quote
- If the customer did not receive the quote, AI triggers a task in AccuLynx for the rep to follow up and deliver the estimate within 24 hours
Results:
- 75% decrease in lead-to-prospect time
- Sales reps now feel accountable: “If I don’t follow up, Hatch will.”
Bonus tips:
- Name the AI after a real CSR for seamless handoffs.
- Get your sales reps in the habit of looking at the Hatch conversation history in the communication tab in AccuLynx, to get appropriate context before doing the inspection and before following up on the inspection.
5. Rehash campaigns: Monetize old leads, cut CAC
Campaigns used:
- Lead → never became prospect: AI retargets after 45 days
- Prospect → never sold: AI re-engages with new offers or reminders
Outcome:
- $100K/month in rehash revenue
- Significantly reduces marketing cost as a % of revenue (MCR)
6. Leveraging AccuLynx reports & dashboards
Out-of-the-box reports:
- Lead source performance
- Sales activity (e.g., last touch within 7 days)
- Job progress and financials via QuickBooks/Sage integration
Custom reports at Indy Roof:
- Daily marketing scorecard (by channel)
- Marketing cost of revenue (MCR) by lead type
- Attribution across organic, self-gen, and paid sources
7. Production & administration
- AccuLynx calendar + Crew app to align sub contractors, PMs, and reps
- Crew app includes automatic Spanish-English translation
- AI for admin tasks:
- Send automated QuickBooks payment reminders
- Trigger review requests with embedded BirdEye links
- Auto-move leads into different Hatch columns based on status
- Extract customer info and push to CRM
Final takeaways
- AI doesn’t replace CSRs—it empowers them.
- Attribution is non-negotiable before you scale.
- Speed wins, but follow-up closes.
- Every touchpoint matters, even post-booking.
- Your old leads are a goldmine—don’t ignore them.
Want to learn more?
For past and upcoming Hatch webinars, check out our webinar page!