Every Tool Had a Number. None of Them Agreed.
A growing roofing company ran on six tools, multiple lead sources, teams and locations. The owner could not get the truth about leads, revenue or people. We built the place where the truth lives.
- Client
- SouthShore Roofing & Exteriors, Tampa, Florida
- Industry
- Roofing · Home Construction
- Engagement
- Discovery, integration engineering, live reporting MVP, ongoing partner
- Timeline
- 8 weeks from idea to MVP launch
8 wks
From idea to MVP in production
1
Source of truth for leads, revenue and team performance
6+
Tools and lead sources connected
Live
Reports instead of end-of-week spreadsheets
What the business was living with
SouthShore runs its day-to-day on a stack most US roofing and home-construction firms will recognise: GoHighLevel for lead capture, several paid and referral lead sources, a CRM, calling tools, follow-up email sequences—spread across multiple teams and locations.
Each tool was good at its job and each reported its own version of reality. As the owner, the questions that mattered—how many real leads came in, what revenue is actually closing, who on the team is performing, is anyone following up—could only be answered by exporting, reconciling and arguing.
This is not a SouthShore problem. Almost every small and medium roofing and construction business in the US operates with decentralised operational data and no reliable way to see it whole.
What was broken
- Lead counts differed between GoHighLevel, the CRM and the lead sources—duplicates, re-entries and lost hand-offs
- Revenue and pipeline lived in one system, activity and communication in others
- Team performance could not be compared fairly across locations and roles
- Follow-up gaps were only discovered after a lead had gone cold
- Reporting meant someone building a spreadsheet every week, already out of date on Monday
The solution
We connected every system, wrote the logic that decides which record is the truth, and presented the result as live reports the owner and managers open every morning. That is The Hub.
Integration Layer
GoHighLevel, lead sources, CRM, calling and email tools feed one data model through their APIs—continuously, not by export.
TrueRead Data Algorithms
Rules that dedupe leads across sources, attribute each one to its origin, team and location, reconcile revenue against pipeline and flag missing follow-ups—so a number means the same thing everywhere.
Live Operational Reports
Leads by source and location, conversion and revenue, team and individual performance, and communication activity—filterable by date, location and team, and always current.
Owner and Manager Views
The owner sees the whole company; managers see their location and team. Same data, appropriate scope.
Deciding what is true
Connecting the tools was the smaller half of the work. The hard half was reconciliation: the same homeowner enters through a Facebook lead, is re-entered by a call agent, and becomes a CRM opportunity under a slightly different name. Each system counts one lead; the business had one. We designed matching and attribution rules with the client’s team, tested them against months of real records, and kept them adjustable—because how a roofing company defines a “lead” or a “closed job” is a business decision, not a technical one.
We shipped in eight weeks by scoping ruthlessly: the first release answered the owner’s top questions with the data already in the tools, and nothing else.
What changed
The Hub went from idea to a working MVP in eight weeks. SouthShore’s leadership now opens one set of live reports instead of reconciling exports, and can see leads, revenue and team performance across every location with numbers everyone trusts.
- One agreed source of truth across marketing, sales and operations
- Lead leakage and follow-up gaps visible the same day, not weeks later
- Fair, like-for-like performance comparison across teams and locations
- A foundation the business keeps extending as new tools and locations are added
- A repeatable product for other roofing and construction firms with the same problem
Stack & integrations
- GoHighLevel API
- CRM, calling & email integrations
- Lead source connectors
- Deduplication & attribution rules
- Live reporting dashboards
- Cloud hosting & DevOps