The opportunity
When the workflow doesn't fit, the work leaks into email
Priority Roofing had grown into a $200M+ nationwide contractor with more than 700 field and office staff — but its systems hadn't kept up. The company had tried the mainstream roofing CRMs, including Roof Link, AccuLynx, and JobNimbus. None of them were bad software; none of them fit the way Priority actually ran a job.
So the workflow leaked out into email. Quoting, estimating, material orders, delivery verification, photo capture, commissions, and subcontractor payments were all coordinated through inboxes and workarounds — and at 700+ people, email was the least efficient way to run anything.
The cost showed up as headcount. Every time a branch grew, Priority had to hire more office staff just to keep work from falling through the cracks — and every new admin had to be trained across every facet of the business at once.
Inside the platform: the branch dashboard, job workflow, and material orders. Shown with representative demo data.
When I used other CRMs, I worked around my problems. Now, with our custom CRM, I can work with our unique workflow through the system — no workarounds.
— Greg Johnston, Charlotte Branch, Priority Roofing
The approach
We rebuilt the system around the job, not the other way around
Ephraim Solutions started by mapping the full lifecycle of a job — from the first quote to final payment — across sales, operations, and finance. Rather than bend Priority's process to fit a product, we built one operational platform that carries every communication and every workflow the company runs on.
01
Unified Job Workflow — quoting, estimating, and material orders in one place, so a job moves forward without ever leaving the system.
02
Field & PM Verification — material-delivery checks and job-site photo capture built in, so the right materials and proof are logged against the job.
03
Commissions & Sub Payments — sales commissions and subcontractor payments handled in-platform instead of chased over email.
04
One System to Learn — every role works in the same platform, so onboarding an admin no longer means training on a dozen disconnected tools.
Instead of forcing Priority onto another off-the-shelf CRM, Ephraim built to their process and rolled the platform out branch by branch — reaching 30 branches, live and ongoing, in under a year.
The platform in the field: dashboard, job list, and material ordering — one system across every branch.
The impact
Growth, decoupled from headcount
Priority now runs jobs in roughly a quarter of the time they used to take — about 75% faster from quote to close. Work that once leaked into email now moves through one system, and nothing falls through the cracks between sales, operations, and finance.
Most importantly, the company can grow without the staffing tax. Because the platform absorbs the coordination work, opening a new branch no longer means hiring a wave of office admins just to keep up — the system does the lift.
✓
Job cycle times cut by roughly 75%
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30 branches live on one platform in under a year
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Growth no longer tied to adding office headcount
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Every workflow — quote to payment — in a single system
The platform is live and expanding across Priority's 30 branches, with new capabilities added as the company continues to grow.
Engagement led by Bec Chamberlain, Ephraim Solutions.
