About the Bone Dry Roofing family of brands
The Bone Dry Roofing Family of Brands is a $200 million, family-owned residential and commercial roofing contractor headquartered in Indianapolis, Indiana. With over 20 offices across 9 states, the company is committed to delivering The Bone Dry Experience, a standard of excellence built on craftsmanship, integrity, and care for the customer.
Along with its flagship brand, Bone Dry Roofing, the family of companies includes:
- G&W Roofing
- Roof One
- Ravlin's Roofing
- RCV Roofing, Siding & Gutters
- Gary's Roofing
- Bone Dry Solar
- Whole Sun Solar
Together, these brands deliver trusted home solutions across roofing, siding, gutters, masonry, and solar.
For this story, we spoke with Matt Tyner, Chief Marketing Officer, about how Bone Dry uses Hatch to create a consistent customer experience across every brand, location, and touchpoint.
The problem
When Matt joined Bone Dry Roofing, the outreach process his team relied on was entirely manual and fragmented.
"It was extremely manual. We had different systems for different things. Website forms would come in via email and then we would email someone back. We had a separate text platform. There was no centralized place for communication."
The bigger issue was speed. In roofing, homeowners are typically vetting 3-5 contractors at once. Bone Dry's manual process couldn't keep up, and leads were going to competitors who got there first.
"If you don't reach out to a lead within five minutes, your chance of converting them drops 400%. A lot of contractors don't understand how quickly we need to be doing outreach."
On top of that, the company wasn't maximizing the leads it already had. Before they could even think about driving more volume, they needed to get more from existing opportunities: new leads, past estimates, and current customers alike.
"An almost immediate goal was to figure out how we can do a better job serving the leads we're already getting. This was before we could even have conversations around driving more leads."
The solution
The Bone Dry team deployed Hatch as the centralized hub for all customer communication, replacing the patchwork of disconnected systems with one platform that handles text, email, and phone across the entire customer journey.
Today, Hatch touches every stage of the Bone Dry operation:
- Speed to lead: Instant outreach on leads from Angi, Google LSA, Facebook, HomeBuddy, Thumbtack, Yelp, website forms, home shows, and more, reaching prospects before competitors can call back
- Missed call follow-up: Re-engage abandoned or missed calls and turn them into opportunities
- Estimate follow-up: Personalized follow-up on recent quotes to increase close rates
- Lead nurture: Re-engagement of aged estimates and open opportunities, including insurance claim follow-up to ensure Bone Dry is present at adjuster meetings
- Customer care: Appointment confirmations and notifications, completed project follow-ups, and price increase communications
Of course, the tools are only as good as the people behind them, and the Bone Dry team delivered.
"I gave the team the tools and they ran with it. They did all the work."
The results
For Bone Dry, it's about doing more with what you already have, and by that measure, Hatch has transformed how the team converts, follows up, and scales.
More than doubled the booking rate
By centralizing outreach and deploying multi-channel, multi-step cadences, Bone Dry saw a strong impact on conversion.
"We've been able to improve our appointment booking rate from 27% to the mid-to-high 60s depending on the given month. When you look at that from a set rate perspective, the impact down funnel is measurable."
The answer wasn't more leads. It was the speed, persistence, and consistency you get from running the same playbook everywhere.
"You don't have to go find new leads. Just take care of the ones who already want to do business with you."
$7M+ from rehash and follow-up
Beyond new lead conversion, Bone Dry's rehash and follow-up campaigns became a major revenue driver. By systematically re-engaging unsold estimates and lost opportunities, the team closed over $7 million in additional business last year.
"We layered on the rehash and follow-up, and last year the follow-up team closed over $7 million worth of business."
This reinforced the team's philosophy that most companies don't need more leads, they need to do a better job with the ones they already have.
Scale and consistency across 17 instances
Perhaps the most strategic impact is the ability to run a consistent operation across every market. With the same playbook deployed across 17 instances (speed to lead, follow-up, customer care), Bone Dry ensures that every location delivers the Bone Dry Experience, regardless of which brand or region the customer is in.
The company built a dedicated team of four people whose sole focus is working in Hatch. With that team running 17 instances of the same standardized playbook, the experience feels the same whether you're in Indianapolis, Florida, or Colorado.
"Hatch has allowed us to create a team of four people that all they deal with, day in and day out, are lead opportunities. It creates a consistent brand experience, whether it's a customer, their neighbor, or their family member, they're going to have the exact same experience every time."
Across 68,000+ touchpoints per quarter, the Bone Dry team handles the volume that would otherwise require a significantly larger headcount, all while maintaining a 94% response rate on Google LSA leads and 96% on web forms.
Favorite features
Bone Dry has been intentional about how they use Hatch, and a few capabilities have made the biggest difference in how the team operates.
- Centralized communication: Hatch integrates natively with Bone Dry's CRM (Improveit360) and lead sources, so every lead flows into the same system and every campaign runs through the same workflows. "What was beautiful about Hatch was bringing it all under one umbrella. Having one centralized hub to communicate out of."
- Ease of use: "I wanted it to be a process that was going to be easy and not clunky, because I want our team to focus on the customer, not what button they have to press next."
- Crawl, walk, run onboarding: "They really believe in that crawl, walk, run approach. That's important to me as a leader, because we could launch something that a customer doesn't really value. Hatch allows us to create systems that align with our brand strategy."
- Measurement and visibility: "Being able to see response speed by agent is really helpful. Hatch reporting includes sales, appointments, customer response rates, opt-out rates, and more."
The bottom line
Bone Dry's story is about what happens when you give the right team the right tools and let them execute. By centralizing outreach, building a dedicated team, and scaling one playbook across 17 locations, Bone Dry has turned Hatch into a core part of how the company operates and grows.
"You don't have to go find new leads. Just take care of the ones who already want to do business with you."
With 17% of all revenue influenced by Hatch, $7M+ in rehash revenue, and a booking rate that more than doubled, the numbers speak for themselves. But for Matt and his team, the real win is what it means for the customer experience and for the team behind it.
"Having a dedicated team and the right software solution has been an absolute game changer. If you are ever questioning if you should do it, stop. Build the team and give them the tools to execute the plan."
