The founders of Guardian Roofing used to be inundated with paper. They used to have to wait until the end of the month to learn their metrics, and used to rely on too many manual processes instead of technology.
The key phrase from above? Used to.
Guardian Roofing, started by husband and wife duo Matt and Lori Swanson in 2005, went live with ServiceTitan in 2017. Today, it’s one of the largest residential roofing shops in the country with reported 2024 revenue just shy of $34 million—more than tripling in size since 2015, and representing a 13 percent year-over-year growth from 2023. *
“I can't even imagine going back to pre-ServiceTitan because of how archaic it was and not having real-time information,” Lori Swanson said. “It's really hard to grow that way. You find yourself really reactive.”
Guardian’s story is one of many roofing successes highlighted by ServiceTitan in 2024—which marked a year of progress, partnerships and a burgeoning community among ServiceTitan’s roofing customers.
Miss any of it? We’ve got you covered. Here are the highlights.
2024 Exteriors Industry Report
ServiceTitan’s 2024 Exterior Trades Contractor Market Report completed during ServiceTitan’s fiscal year 2024 ended January 31, 2024 surveyed more than 1,000 exterior trade contractors across the U.S. on their growth expectations and industry outlook for 2024.
The report found that 24% of survey respondents saw technology as a tool to leverage growth, and that using technology to scale business was a primary goal for 2024.
29% said they would modernize/digitize their customer experience in ‘24
25% said they would consolidate their technology systems
25% said they would invest in additional technology
“I truly believe this: You need to use technology,” said Lance Bachmann, owner of LB Capital, a private equity firm that has eight roofing companies under its umbrella. “My technology of choice is ServiceTitan. Roofers are technology companies. And once they understand that, (they’re) going to blow things up really, really quick.”
Survey respondents differed in their predictions of what 2024 revenue numbers would look like.
51% of contractors expected revenue to remain the same or to increase by 1-5%
27% of contractors expected increases in revenue of 6% or higher
The report also showed that 82% of contractors perceived reputation and good reviews as their most important brand differentiator.
“The fact that you're getting reviews back every day, the fact that you better be monitoring every customer and how they feel about you,” said Matt Swanson, co-owner at Guardian Roofing. “We have systems that do that, that send us text messages if someone is unhappy. That's what we're doing just to keep up, just to try to stay ahead of the competition.
“Without all those things, I don't see us being here. And I think it's going to get really hard for companies that don't embrace (technology).”
Delivering End-to-End Roofing Solutions
In 2024, ServiceTitan expanded its roofing-specific solutions by signing many new partnerships. These integrations ensure that contractors have seamless access to the tools they trust most while bringing all the data and work into one centralized control center: ServiceTitan.
Those partnerships include:
Fast, affordable and accurate roof measurements without the need to take pictures. Arrive prepared for every appointment. GAF QuickMeasure™ reports can be ordered from within ServiceTitan, and the data can be used in the platform to create and present professional estimates and proposals.
EagleView delivers highly accurate roofing, siding and windows measurements quickly and remotely. Order reports in ServiceTitan to eliminate manual measurement errors with auto-populated data, and reduce costly site visits. Bid faster, sell smarter and order the right materials every time.
ServiceTitan also signed partnerships with:
ABC Supply Co.
CompanyCam
Sales Transformation Group
In addition, ServiceTitan built roofing-specific solutions such as Spec-Based Estimate Templates and Proposal Builder.
Spec-Based Estimate Templates minimizes the manual entry required by salespeople when selecting materials, reducing the risk of errors.
The templates simplify the process by automating much of the work, making it much simpler for sales teams. It auto-populates the materials based on what sales package they're in: good, better or best, with the goal of driving average ticket size.
Once the key details, such as cost, and material quantities, are captured sales teams can use Proposal Builder to create consistent, professional proposals for homeowners to sign on the spot.
Building a Community
A big perk of ServiceTitan is having access to a built-in community of the best tradesworkers across the country. This year, the roofing community saw plenty of growth.
ServiceTitan launched roofing-specific resources such as the Quarterly Customer Newsletter and Roofing Specific Release Notes. In addition, roofing customers utilized the Knowledge Base Home Page and the Masterminds Chat Group.
Roofing also made its presence known at ServiceTitan’s biggest event of the year, Pantheon. That included the first-ever roofing and exteriors booth in the expo hall, roofing-specific partners in attendance (such as GAF, Hover and EagleView), and breakout sessions featuring thought leaders such as Jane Margolin, COO of Vertex Service Partners, presenting alongside Chris Petros, GM of residential at ServiceTitan.
In total, 2024 was an exciting year for roofing at ServiceTitan. And there’s plenty more to come in 2025, as ServiceTitan continues to help roofing customers utilize technology to streamline their shops.
“With technology…I think what took us 18 years is going to take someone five,” Lori Swanson said. “If we would've had the same technology we have now (compared) to when we started, everything would've looked a lot different.”
*Results are as reported by customer, and have not been independently verified by ServiceTitan.
