Insurance & Retail Roofing (Est. 1969) · Omaha, NE

Hometown Roofing LLC: Building a 3-Channel Outbound Lead Engine (Google LSA, Referral Partner Portal & Crew Yard-Sign/Door-Hanger Blitz)

Owner: Brett Huizinga
Edge Operations Manager: Jon Redman
EdgeOS Progress: Sprints 1-8 Completed (Workflow Processes, Playbooks, Role Library, Scorecards, Meeting Rhythm, Master Business Plan [MBP], Decision Making Compass, and Internal Memo System)
Tools Used: JobNimbus, GoHighLevel, Xactimate, GuildQuality, Google Vids, Claude, Grok Bot

01 · The "Before" Reality

The Tuesday-Morning Mess

For 55+ years, Hometown Roofing thrived on Omaha hail storms and word-of-mouth referrals (~70% of volume). In a big storm year, revenue hit $9M; in a calm year, it dropped to $3M with a fixed $60,000/month overhead burn. Before Sprint 1, the company had zero documented outbound lead-generation workflows, Retail and Insurance jobs were lumped together in JobNimbus, and nobody tracked how many yard signs or neighborhood door hangers were actually placed when crews finished a roof.

02 · Single Constraint Diagnosis

Primary Constraint Locked In

Non-Storm Year Lead Acquisition (70% Word-of-Mouth Dependency & 0 Tracked Outbound Channels) - after a quiet storm season in Omaha, Hometown Roofing could no longer rely passively on hail storms and referrals to feed its 8-10 roof/week production engine, while critical estimating and material ordering processes (Xactimate Estimate Creation and Material Ordering) lived as tribal knowledge inside Brandon's and David's heads.

Lock onto Proactive Lead Acquisition & Per-Rep Sales Conversion as the #1 company constraint. Split Retail vs. Insurance pipelines in JobNimbus and build repeatable weekly lead-generation playbooks that don't depend on hail.

03 · What Was Built in the Sprints

Specificity, Workflows & Playbooks

Mapped and separated Lead Acquisition Workflows across three distinct non-storm channels - (1) Google Local Services Ads (LSA), (2) Referral Partner Portal targeting Omaha insurance agents, real estate agents, and property managers, and (3) Neighborhood Door-Hanger & Yard-Sign Deployment around active roofing and siding job sites - and built the Retail vs. Insurance Sales Workflows inside JobNimbus led by Operations Manager Jon Redman.

04 · Real Rollout Friction & Course-Correction

How the System Held Up in Real Life

Two major real-world roadblocks hit during the sprints: 1. The Colombia Earthquake Crisis: A strong earthquake in Colombia temporarily knocked out power and connectivity for front-desk staff Sebas and Natalia. Because Jon Redman had already mapped the Intake & Dispatch Workflows, operations continued without dropping homeowner calls. 2. Door-Hanger Execution Drift: Initially, sales reps were supposed to hang neighborhood door hangers around active builds, but reps kept skipping it when busy. Jon and Brett course-corrected on the Sprint check-in by shifting Yard-Sign and Door-Hanger placement directly onto the Roofing and Siding Production Crews as a mandatory job-site checklist item verified by photos in JobNimbus.

05 · Before vs. After Operational Shift

What changed in the work.

Operational Dimension	Before EdgeOS	After EdgeOS Install
Owner Involvement	Brett carried the weight of a $60k/mo burn rate with zero visibility into non-storm lead generation or per-rep conversion rates.	Jon runs the Weekly Sales & Department Scorecards, Biweekly All-Hands, and Internal Memo System; Brett focuses on high-level strategy and commercial relationships.
Workflow Execution	70% passive word-of-mouth; Retail & Insurance mixed together; zero outbound playbooks.	Separated Retail vs. Insurance Sales Workflows + active Google LSA, Referral Partner Portal, and Crew Door-Hanger/Yard-Sign Playbooks.
Visibility & Cadence	Reps saw everyone else's cluttered data; no structured 1:1 or All-Hands rhythm.	Individual Per-Rep Sales Scorecards (Leads Assigned, Inspections, Estimates Sent, Win %, Revenue Sold) + Biweekly All-Hands & 1:1 Meeting Rhythm.

06 · In Their Own Words

"In a storm year we'll do nine million, and in a non-storm year we're closer to three million with sixty grand a month in overhead, because seventy percent of our business has always just been word of mouth... We split the Sales workflow into Retail and Insurance, built out the Referral Partner Portal for insurance and real estate agents, and got individual Sales Scorecards live for every rep."

Brett Huizinga (Owner, Hometown Roofing) & Jon Redman (Operations Manager)

Additional Workstreams Shipped

Additional Sprint Workstream 01

Extracting Tribal Knowledge with an 8-Minute Video Playbook (Xactimate Estimate Creation & Material Ordering)

What was built: Delegated playbook creation beyond the Operations Manager by having Brandon record an 8-minute screen-share video using Google Vids and the Edge Playbook Template to build the Xactimate Estimate Creation Playbook, while Jon built the Material Ordering Playbook and JobNimbus Automation Rules.
Before: Only Brandon and Brett knew the exact line-item nuances for writing an Hometown Roofing Xactimate estimate, and material ordering lived in production's head - creating a massive bottleneck whenever 75-100 active jobs hit production simultaneously.
Diagnosis: Prove that department leads - not just the Operations Manager - can author EdgeOS Playbooks in under 15 minutes by recording one real estimate in Google Vids and running the transcript through the Edge Playbook Template.

Additional Sprint Workstream 02

Installing Per-Rep Sales Scorecards & Transitioning Financials from BPP to the Master Business Plan (MBP)

What was built: Built Individual Sales Rep Scorecards (Sprint 4) so each rep tracks their own weekly numbers without clutter, launched the Biweekly All-Hands & Manager 1:1 Meeting Rhythm (Sprint 5), and coordinated with accountant Jess in Sprint 6 to migrate Hometown Roofing's legacy BPP financial sheet into the EdgeOS Master Business Plan (MBP) alongside Sprint 7 (Decision Making Compass) and Sprint 8 (Internal Memo System).

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