Taylor Canaday remembers when his Horch Roofing sales representatives used to pull measurements with a tape measure. He still recalls the days of hand drawings, and the tedious uploads of large amounts of data and information into disconnected platforms and databases.
He remembers it all—because it wasn’t long ago.
“(Technology is) transitioning so quick,” said Canaday, the chief sales officer for Horch Roofing out of Warren and Portland, Maine, who got a first-hand glimpse at the newest tech features at the 2025 International Roofing Expo (IRE) in San Antonio.
“Every year there's something new coming out—new tech, new platforms to utilize…(that help you) create efficiencies and provide a good service. We're trying to be on the front end of staying cutting-edge, and try not to get left behind.”
That’s a big reason why Horch joined ServiceTitan.
For the past few years, the residential roofing shop had been utilizing four different platforms to go from start to finish with their sales process. They used a customer relationship management (CRM) software, a bid platform, a software for project scheduling, and another for invoicing.
“(But) when you looked at our process and how many steps we had, and how many different platforms we had to utilize to get from A to Z to provide a service to the customer, it was mind-blowing,” Canaday said with a laugh.
Then he and his team learned that ServiceTitan, an all-in-one solution, could do all of the above and more.
“Just consolidating (our processes) and the efficiency it's going to create is the real driving factor for us wanting to switch (to ServiceTitan),” Canaday said, whose shop will go live with the software in the spring of 2025.
Horch Roofing has always taken a forward-thinking approach when it comes to scaling. But Canaday knows not everyone has adopted this new technology wave. For example, Canaday has competitors who still handwrite estimates.
“It works for them, (but) they're not trying to really scale their business (like we are),” he said.
That was one point Chris Petros, the general manager of residential markets at ServiceTitan, stressed during his IRE talk about software in the roofing industry: If you want to scale, software is the answer.
“Making your business repeatable—and augmenting that with technology—is the path,” Petros said. “Plain and simple.”
Canaday is thrilled to be on the cutting-edge of scaling and automation, and is excited to see what happens next with Horch—especially after going live with ServiceTitan.
“I feel like we're in that mindset of, ‘If you're not growing, you're dying.’ That's how we operate our business,” he said. “We want to continue to grow and provide more services to customers.”
