First visit. Property documented, photographed, time-stamped.
It isn't leads. It isn't another CRM.
It's relationships you can prove and visibility you can't lose.
I ran the crews. I knocked the doors. I sold the company. Then I spent two years and ten thousand hours building the system I couldn't buy — one place where every door, every rep, and every customer starts building on the one before it. It runs itself. That's the whole point.
After every named storm and every minor hail event, the carriers are building a record on your customer's house. Aerial imagery. AI roof-condition scoring. Neighborhood-wide analysis. Nobody sends a guy up a ladder anymore.
Then a year passes. Your customer finally files. And it isn't storm damage anymore — it's deferred maintenance. That policy they've been paying on all year is effectively worthless on that roof.
They're not guessing. They have the record. Your customer doesn't.
That's the whole opening. It's why the Roof Passport isn't a gimmick you upsell — it's the thing your customer actually needs, and the reason they'll pay you every year to keep it current.
And you don't have to take my word for any of it.
Government sources are linked directly to the statute, bulletin or bill text. News sources are national outlets and state public radio working from public records requests. Nothing here is our data or our analysis — go read it.
Nothing on this page determines coverage or guarantees a claim outcome. What a dated record does is make the "it was already like that" argument a conversation with evidence in it instead of a conversation without one.
For years I knew I needed to write a real business plan. Every time I started I hit the same wall — where do you begin, what goes in it, and how do you actually implement it? So I quit trying to write one. I built an executable one. Everything it does comes back to three things.
An annual inspection they actually want, documented every year, on a record with your name on it. Not a one-time transaction you hope calls you back in fourteen years.
Every door knocked. Every call and text. Every follow-up the system sent that your rep forgot to. And the day he walks out, none of it walks with him.
Three photos before the knock. A card with a QR. Snap a napkin, get a quote. If it added work, nobody would touch it — so it doesn't.
Just not from one place. And not for what it's actually worth to you.
Three photos before he knocks. A clean, time-stamped report, instantly. He leaves the card with the QR — and when they scan it, you know when, and how long they looked. Answered or not, that address is now something you own and nurture until it closes.
Every rep gets a number you control, running on their equipment. Every call, text and automated follow-up — recorded, visible to both of you. Protects him, protects you, settles the disputes we've all had. The day he leaves, you cut the cord. It never went through his phone.
What if every rep had their own assistant? Not a shared one — his own. Never sleeps, never calls in sick, never quits mid-storm-season. Photograph a note scrawled at the door; three minutes later it's a lead and a quote.
Answers 24/7. Qualifies. Books the appointment. Texts the confirmation. What's one missed call worth in the middle of a storm week?
Automatic aerial measurements on every address you enter, up to 500 a month. Instantly. No ordering, no waiting, no five-to-seven dollars a pop. This feature alone pays for the app.
The site you're reading right now, built for your company in minutes — that's not a mockup, that's the product. Dozens of nurture workflows running the day you start. Use ours, customize ours, or build your own.
The three photos your rep already takes at every door are the first page of that customer's dated history. You didn't add work — you just found the recurring revenue that was already sitting there.
First visit. Property documented, photographed, time-stamped.
Condition photographed. Soft metals sealed. Maintenance documented.
Weather event attached to the property timeline.
Current conditions compared against the April baseline.
Another year of history preserved. Another scheduled job on your books.
Sixty doors a day, per rep, already being photographed. That compounds into something almost no roofing company can say to a buyer: "We'll do this many roofs this year, because we already have this many inspections scheduled."
Here's what running on ASC Edge actually changes:
Go down the list. Check the ones you can do today.
Most business books never get finished. Not because every book is bad — because owning the idea of change is easier than doing the work change requires. So let me save us both some time.
Let's be honest — somebody will build their own version. Every feature on the list is copyable and there's no patent on a good idea. Good. If this industry gets better because ten other people build something like it, that's a win.
But here's what doesn't copy. Software companies build software. They hire a consultant, run some interviews, watch a few ride-alongs, and build what they think happens at a door. Then they hand you a beautiful product that solves problems you don't have and misses the three that are actually killing you.
I knocked the doors. I climbed the roofs. I hunted the unicorns and lost them to the guy three miles away. I sat at a desk at eleven at night wondering what a rep who'd just quit had told my customers.
Then I sold the company, got bored out of my mind, taught myself to code, and directed a team to build the thing around how this business actually works — not how it looks from a conference room.
Ten thousand man-hours, with a team, aimed at one thing: turning roofing into a relationship business. Taking every action you already do and removing the friction from it — without asking you to change your behavior at all.
You know that shirt you keep wearing because it's the most comfortable thing you own, and then somebody tells you it's also the best you've ever looked? That's what I was going for. Everybody loves results. Nobody likes changing. I get it — I'm the same way. So I built something where the normal everyday things are easier to do than to skip. That's the only kind of system anybody actually adopts.
The work was never the hard part. Roofers aren't afraid of work. The hard part was finally understanding I didn't know what I didn't know. Nobody was ever going to show me — not because they were hiding it, but because you can't see it from where I was standing. I paid for every one of those lessons the expensive way, one mistake at a time, for years.
That's the actual reason this exists. Not to sell you software. So you don't have to pay for the same education I did.
These aren't hypotheticals from a product roadmap. They're the seven things that cost me the most money, and what each one turned into.
For years. Every job, every conversation, every condition I saw and didn't record. Then I watched the insurance companies start doing the exact opposite — and figured out why.
A dated, photographed record on every property you touch, starting with the three photos your rep already takes at the door.
Not one screen anywhere that showed me what was actually happening in my own company. I ran a business I could only see in pieces, after the fact, from people motivated to tell me it went fine.
Every door, call, text, thread and follow-up on one screen. Live. Interruptible while it still matters.
Top guys leave because they want more — that's the exact ambition you hired them for. Then they take the phone, the relationships and the pipeline out the door with them and set up three miles away.
Every rep runs on a number you control. The day he leaves, you cut the cord — and every call, text and customer stays exactly where it was.
Handshakes with no measurable purpose behind them. Sweat equity valued like cash. Most people overvalue what they put in and undervalue what they take out — and there has to be an ego-to-production ratio somewhere.
Defined roles, monitored numbers, performance you can point at instead of argue about. Nobody's contribution is a matter of opinion.
Tripping over a dollar to pick up a dime on the things that mattered, and bleeding out on six subscriptions that never talked to each other and nobody ever cancelled.
Measurements, phones, site, workflows, CRM — in one place, for less than the pile you're paying for now.
Everything lived in my head or in a guy's memory. Every new hire relearned the same job from scratch, badly, and every process died the day the person running it quit.
Dozens of them live on day one. Use ours, customize ours, or build your own — but the process runs whether anybody remembers it or not.
That funny thing that happens when you start winning. I stopped tracking the rules, the regs, the way the ground was moving underneath me — because success felt like proof I already knew. It was like juggling knives and hand grenades on a tightrope. Make it five years and you've done something.
The hard part was never the work. Roofers aren't afraid of work. The hard part was finding out I didn't know what I didn't know — and nobody was going to show me, because you can't see it from where I was standing.
A local buyer looks at your books and offers you three or four times earnings, half of it an earnout you'll spend two years chasing. That's not because your business is bad. It's because small companies sell at small-company prices.
Move that exact same profit inside a platform and it gets valued at the platform's multiple. Nothing about your trucks, your crews or your customers changes. Only the buyer changes.
It already happened in HVAC. It already happened in plumbing, pest control and pool service. Roofing is mid-cycle right now, and the owners who get organized early are the ones who set their own terms instead of taking what's offered.
Again — don't take my word for it. Go look.
Fair disclosure on sourcing: several of these are published by buy-side M&A advisors — parties with an interest in the market being active. Read them that way. They're linked because they publish actual transaction bands rather than vibes, and because the ranges they report are consistent across independent sources.
Every one of those sources publishes the same checklist of what makes a shop worth the higher multiple instead of the lower one. Read it and tell me it isn't a description of this software.
Sources for this list: catalystforthetrades.com · auxocapitaladvisors.com
Nobody's buying your company today, and running this software obligates you to nothing. What it does is quietly build the exact record a buyer asks for — so that if the day ever comes, you're a known operator with clean books instead of a stranger with a shoebox. And if it never comes, the thing still pays for itself every month.
Not what you think you're paying. What's actually leaving the account every month, across six systems that don't talk to each other.
This isn't a cheaper version of what you're running. It's less than what you're already spending, and it does things your current stack can't do at any price.
Three plans. Pick one, sign up right here, and you're building tonight. Founding members lock their rate for 36 months.
One-person operation
Up to 25 people
Everything in Core, plus an AI employee
Build is invoiced at signup with the first month · Rate locked 36 months · Rather talk it through first? Book 15 minutes ↓
Everything on this page is live today. It is not the finished product.
There are builds already in progress that are every bit as significant as what you just read about — a few of them, honestly, bigger — and they're going into this same stack inside the calendar year. Not a premium tier. Not an add-on. The stack you're on.
I'm not going to list them, for the obvious reason. But here's the commitment, and you can hold me to it: we are obsessed with putting more value into this than anyone else in the market, and we intend to keep being obsessed with it.
So the price rises as the stack does. That's not a scarcity play, it's arithmetic. Founding members lock their rate and keep everything that gets added to it. The people who come in early paid for the build. It'd be backwards to charge them for it twice.
Being in business is the hardest thing you will ever do. Not the work — the situations. The impossible ones nobody warned you about, that you have to solve anyway, usually alone, usually on a Tuesday.
I've been in that seat. I know what it costs and I know what it takes out of you.
So the whole mission here is simple: put as much value in your hands as I possibly can. That's it. That's the business model. Deliver more than anybody expects, keep doing it, and let that be the reason you stay.
One: nothing changes. Keep paying for six systems that don't talk, keep losing doors you already paid to knock, and keep hoping your best rep doesn't quit.
Two: watch it run on your own company.
Founding members lock their rate. That's real, and it won't be true for long.
Roof Passport™ and Annual Roof Protection™ are property documentation, inspection and preventive-maintenance services. They do not determine insurance coverage, establish the cause or date of a loss, guarantee that a claim will be approved, or constitute legal or public-adjusting services. Coverage is determined by the applicable policy and the circumstances of each loss.