We built Rafter Elite because roofers deserved better.
The problem we kept seeing
Hardworking operators losing to software.
We kept meeting roofing company owners who were some of the hardest-working, most technically skilled operators in the trades — and who were still losing hundreds of thousands of dollars a year because of software. Their customer list lived in a spreadsheet that only the office manager could find. Their sales pipeline lived on a whiteboard that got erased every Friday. Their missed calls went to voicemail no one checked.
Their photos lived in CompanyCam, their measurements in Hover, their estimates in Xactimate, their deals in JobNimbus, their invoices in QuickBooks, their reviews on a Google tab nobody refreshed, and their email marketing in a Mailchimp account the last marketing intern built and never documented.
We watched a two-location storm restoration company in Florida spend $2,847 a month across eight different tools, and still miss a $38,000 commercial reroof because the lead email went to a channel nobody monitored after 5 p.m. We watched a solo operator in Texas lose nine consecutive weekend leads in a single hail event because he was, correctly, on a roof — and his phone was on silent.
We also watched brilliant roofers watch their industry get consolidated by private equity rollups — 56 active PE-backed roofing platforms by March 2025, up from 17 in early 2023 (Roofing Contractor) — knowing that the single biggest gap between a $3M shop and a $30M platform is not skill, crew size, or marketing budget. It's infrastructure.
Roofers deserved infrastructure built for them, not retrofitted from a generic SaaS vertical. We built it.
What Rafter Elite is
And who it's for.
Rafter Elite is an all-in-one AI-powered CRM and marketing platform built exclusively for roofing businesses. Not home services. Not general contracting. Not "field service." Roofing.
If you do new installs, repairs, replacements, additions, or storm and hail damage work — residential, commercial, or both — Rafter Elite was built for you. Whether you're a solo owner-operator with a truck and a dream, a two-estimator retail shop, a storm-chase crew, a commercial reroof specialist, or a multi-location roll-up platform, Rafter Elite scales with you.
We're not a generic CRM with a roofing skin. Our pipelines are named for the real roofing sales cycle. Our Voice AI understands supplements, ACV vs. RCV, contingency agreements, and adjuster walks. Our integrations plug into the tools roofers actually use (Xactimate, EagleView, CompanyCam, Hover, QuickBooks). Our automation library comes pre-loaded with storm-lead playbooks, post-job review cadences, and dormant-homeowner reactivation sequences. Because we built this for roofers, with roofers.
Our mission
To give every roofing company in America — from the solo owner to the regional platform — the operational infrastructure of a PE-backed rollup, at a price a two-truck shop can afford.
If the industry is going to consolidate, independent roofers should at least have the same tooling the consolidators do.
What we believe
Four principles guide everything we ship.
Technology should be invisible.
You shouldn't have to think about the software. You shouldn't have to log in to five tools. The best roofing software disappears into the background and lets you do what you do best — sell roofs and run crews. If Rafter Elite makes you think, we've failed. If it makes leads land in your calendar without you noticing, we've succeeded.
AI should take action, not just draft.
There are a lot of 'AI tools' for contractors that help you write a marketing email 12% faster. That's not what we built. Rafter Elite's AI answers the phone. Books the estimate. Sends the reminder. Drafts the review response. Runs the ad. Takes action — not just words.
Your data belongs in one place.
Every call, every text, every email, every photo, every contract, every invoice, every review — for every customer — should live in one unified record you own. Not scattered across 8 vendors who each charge you monthly to hold a slice of it.
Roofers deserve a partner, not a vendor.
We answer the phone when you call. We onboard you ourselves for the first 30 days. We know your configuration. We update you when we ship features. We ask what to build next. If that sounds like it shouldn't be a differentiator — you haven't tried to get JobNimbus on the phone lately.
What this means for you
Here's exactly what we do for your roofing company.
You didn't get into roofing to log into five dashboards. Here's the short list of what Rafter Elite takes off your plate — starting your first week live.
We answer your phone at 10 p.m. on a Saturday.
Voice AI picks up the first ring, qualifies the lead, and books the estimate onto your calendar — without you moving. The 85% of callers who hang up on voicemail? They never get to. You keep eating dinner.
We follow up every lead in under a minute — forever.
Your web forms, LSA leads, Facebook ads, referrals, and after-hours texts all drop into one cadence: text in 30 seconds, email in 2 minutes, AI call if silent at hour two. 80% of sales require 5+ follow-ups. You never have to make one of them.
We show you which dollar of ad spend is actually working.
Call tracking, UTM-tagged forms, and revenue attribution stitch your marketing into a single dashboard that reports cost-per-booked-estimate and cost-per-closed-job — not cost-per-click. You stop paying agencies that send screenshots.
We bring your past customers back.
Automated 6, 12, and 24-month cadences re-open the door before a competitor finds your homeowner. Maintenance memberships generate recurring revenue. Referral tracking pays out without you cutting a check. Past customers close at 50%+ — Rafter Elite actually uses them.
We consolidate your $2,000+/month software stack.
CRM, phone system, SMS, email marketing, reviews, scheduling, invoicing, funnels, AI receptionist — one login. Your crew learns one app. Your office stops exporting CSVs. Your bill shrinks.
We get you live in 5–7 days. Not 90.
We migrate your customer list, port your business line, configure your pipelines, and record your Voice AI script for you. Your $200 one-time setup fee covers it end-to-end. By week two you're booking estimates through the platform.
The short version
You keep doing what you're great at. We handle everything that happens before the crew shows up — and after they leave.
The first week Voice AI was live, it handled a 9:47 p.m. Saturday call from a homeowner with active water intrusion. Qualified her, booked me for 7 a.m. Sunday, and I closed a $28,400 tear-off. That call would have gone to voicemail and she would have called the next name on Google.
Ray Kessler
Kessler Roofing Co. — Venice, FL
Ready to get your roofing company on one platform?
Book a live demo. We'll load your actual workflow into Rafter Elite and show you what day one looks like.