Case Study
An In-House Operating Platform for a High-Growth Home Services Brand
A high-growth roofing contractor was producing strong ad volume but losing leverage. The instant-quote tool on the site was a dead form. The sales dashboard was a Google Sheet. Video production was outsourced and slow. We built a content engine and an operations stack on the same data model, in eight weeks.
Industry
Home Services / Roofing
Field Crew
40+ Operators
Timeline
8 Weeks
Spend Tier
Six-Figure Monthly Ads
The Challenge
The contractor had a real problem most home services operators would kill for: too many leads, not enough leverage. Ad spend was producing volume, but the digital experience had not kept up. Every flat-roof lead got the same scripted call regardless of urgency. Every storm-damage lead waited in the same queue as a routine repair. The marketing team wanted to test new creative weekly but could not ship faster than the production company they were paying $400 to $600 per finished video.
The owner put it bluntly: "We were paying for the leads twice. Once on Meta, then again every time one fell through the cracks because nobody knew which job site to send the rep to."
What We Built
We delivered two systems in parallel, on the same data model.
The Content Engine is a Node and Remotion pipeline that produces studio-grade vertical video at inventory pricing. It integrates Gemini's image and video models for visuals, ElevenLabs for voiceover and music, and Higgsfield Seedance for high-motion hooks. The team can spin up a concept brief in the morning and have ten 9:16 cuts queued by lunch.
The Operations Stack is a public-facing roof estimator with a 2-button repair flow, a flat-roof material picker, a timeline qualifier, and a financing branch. Every estimate flows into a custom dashboard with source-attributed leads, manual lead entry, and a tier-based referral program for past customers. Sales, ops, and the founder see the same numbers, in real time, sourced from the same database.
Content engine pipeline
Concept brief
Hook, beat, CTA in plain text.
AI image + video
Gemini Nano Banana Pro for stills; Veo 3.1 for motion.
Voice + music
ElevenLabs for VO; track + SFX layered to brand.
Remotion render
Composed, captioned, branded. Ten 9:16 cuts per concept.
Operator review
Cherry-pick five. Ship to social calendar same day.
Public-facing estimator flow
Estimator Step
Step 1: Repair vs Replace
Two-button qualifier. Repair branches to a fast-track flow; replace continues.
Estimator Step
Step 2: Material + Roof Type
Flat-roof material picker; pitched-roof shingle picker. Branded illustrations.
Estimator Step
Step 3: Timeline Qualifier
Urgency tag drives dispatch priority: emergency, this week, this month, exploring.
Estimator Step
Step 4: Financing Branch
Optional pre-qualification flow integrated with the in-house financing partner.
Results
Video production cost per finished cut dropped from $400 to $600 down to under $30, with the team shipping 10+ pieces per week. Lead-to-rep dispatch time fell from hours to minutes, with every lead source-tagged and routed automatically. Estimate completion rate climbed materially after replacing the generic form with a four-step qualifier that books call-backs based on urgency, not order received. The referral pipeline became measurable for the first time, replacing a one-line 'tell a friend' footer with a tracked, tier-based incentive ladder.
Why This Matters
Roofing and home services are the most over-traded ad categories in the country. Customer acquisition costs climb every quarter, and the contractors who can not post fresh creative weekly are quietly being priced out of paid social. The competitive moat is not in the roof itself, every crew uses the same shingles. The moat is in the speed and quality of every customer-facing touch, from the first ad impression to the final referral request. The contractors who bring that moat in-house compound every dollar of media spend.
Watching CACs climb and creative go stale?
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