About the Guests

Blake Grissom - Charleston, South Carolina

• Previously featured on The Kitchen Table Podcast approximately one year ago
• Had a record-breaking year in insurance restoration following South Carolina's largest storm
• Recently launched his own roofing company
• Experiencing the "baptism by fire" of starting during a non-storm year
• Co-founder/partner in BuilderLink CRM
• LinkedIn: https://www.linkedin.com/in/blake-grissom-0993bb26b/

James Wolfgang Kuntz - Austin, Texas

• Decade of experience in the tech/software industry
• Worked with VC and private equity-backed software companies
• Former "understudy" to industry leader Kurt
• Recently completed major multi-family/commercial projects
• Operating in one of the most saturated roofing markets (Texas)
• Believes in collaboration over competition
• Co-founder/partner in BuilderLink CRM
• LinkedIn: https://www.linkedin.com/in/wolfgangkuntz/

Major Industry Issues Discussed

1. The Retail Roofing Shift

• Insurance carriers sending "drop letters" forcing replacements at 10-20 years (non-hail markets) or 5 years (hail markets)
• ACV policies and percentage deductibles ($15K-$40K deductibles mentioned)
• Interest rates affecting housing market turnover
• Texas statistics: 47% of insurance claims denied in recent year
• Insurance restoration alone is no longer sustainable

2. Current CRM Limitations

• Acculynx acquired by Verisk (October 1, 2025) for ~$1 billion
• Most "CRMs" are actually project management tools
• Not built for retail/multi-trade operations
• Poor support for roofing + siding + windows + doors + gutters
• Data migration costs often $10,000+ extra
• Lack of true sales enablement features

3. The Need for Diversification

• Retail encompasses: repairs, replacements, shingle, coating, metal, solar
• Multiple payment options and financing required
• Need for quick proposal generation (5 minutes vs. 1-2 hours)
• Professional proposals that don't look like Microsoft Word documents
• Systems that support premium pricing ($1,000/square achievable)

BuilderLink CRM Features

Core Functionality:

• True CRM (not just project management)
• 20+ lead acquisition channels supported
• Multi-channel sales strategy (omnichannel approach)
• Storm data mapping tool
• AI voice assistants for follow-up
• Automated follow-ups via SMS, phone, ringless voicemail, email
• Call center integration capabilities

Integrations:

• QuickBooks (true integration)
• Calendar systems
• ABC Supply (MVP), other supply houses post-MVP
• Eagle View
• Hover
• Company Cam alternative built-in
• CAD tools for blueprints and designs

Supported Industries:

• Roofing (insurance & retail)
• Siding
• Windows & Doors
• Gutters
• Solar
• Full General Contractor work
• Landscaping
• Water Mitigation
• Any home service business

Data Migration:

• Turnkey migration service included
• Assessment process to understand current systems
• Identify gaps in processes
• Team deployed to assist
• Free/low-cost for early adopters
• Eliminates typical $10,000+ migration costs

User Experience:

• User-friendly for typical roofing salesperson
• Not overly customizable (avoiding Job Nimbus complexity)
• Training programs included
• AI-powered training features
• Process and procedures built into the system
• Live in one application vs. 6-7 subscriptions

Beta Program Details

Launch Timeline:

• MVP (Minimum Viable Product) launching Q4 2025
• Expected mid-to-late December 2025
• Perfect timing for slow season implementation

Beta Program:

• Originally 30 spots, expanded to 50 total
• Approximately 25 spots remaining (as of recording)
• AI agent qualification call upon signup
• Feedback from beta users heavily valued
• Early adopter benefits include:
  • Discounted rates
  • Grandfathered pricing long-term
  • Free/low-cost migration assistance
  • Direct input on product development

How to Join:

• Visit: BuilderLink.com
• Fill out beta user application
• Alternatively, join waitlist
• Investment opportunities also available for select investors

Founder:

• Sean (founder of BuilderLink)
• 4+ months of research before development
• Built by contractors who understand the pain points
• Focus on recurring revenue, not just upfront costs

Investment & Business Philosophy

Ken Baden's Journey:

• Invested $500,000 in coaching/consulting over 18 months
• Admits to having an "addiction problem" with learning (now in recovery)
• Scaled back investments to focus on implementation
• Currently planning group coaching program for retail roofing
• Focus on teaching $1,000/square systems

Key Success Principles Discussed:

1. Collaboration Over Competition - "People at the top collaborate, people at the bottom compete"
2. Cross-Market Networking - Learn from contractors in different states
3. Invest in Yourself - Best ROI you'll ever get
4. Be a Student of the Game - Continuous learning is essential
5. Know Your Strengths/Weaknesses - Leverage others' expertise
6. Get Out of Your Own Way - Drop the ego

The Importance of Paying for Education:

• Forces attention and commitment
• Creates accountability
• Provides access to networks and connections
• Accelerates learning curve
• Investment psychology: "I get my attention when I'm paying for something"

Market Conditions & Trends

Texas Market (James):

• High saturation similar to Dallas
• Many contractors moving into Austin
• Percentage deductibles and exemptions common
• Active hail market but not every year
• Focus on doing little things well to separate from competition

South Carolina Market (Blake):

• Had massive storm year before launching business
• Currently experiencing non-storm conditions
• Insurance companies sending forced replacement letters (15-20 year old roofs)
• Housing market stagnation due to interest rates
• Retail boom expected when rates drop

DMV/Eastern Market (Ken):

• Not a hail market traditionally
• High concentration of government employees
• Recent influx of insurance restoration companies
• Insurance carriers implementing 10-15 year replacement requirements
• Drop letters becoming standard practice
• Once drop letter received, insurance typically won't pay

Additional Industry Insights

Drop Letters Explained:

• Insurance carriers using Google Maps/aerial imagery
• Forcing replacements based solely on age
• High-profile cases (Massachusetts church example)
• Creating retail opportunities for contractors
• Legal questions about timing (carrier wins if letter sent first)

CRM Market Dynamics:

• Roofing companies launching their own CRMs (New Look → Leap example)
• Big money in software solutions
• Verisk consolidation concerns (owns Xactimate, Acculynx, potentially more)
• Black Rock investment trails in various platforms
• Industry recognizing software as the future

Retail vs. Insurance Restoration:

• Completely different business models
• Retail requires: different lead sources, qualification processes, dispatching, recycling, rehashing
• One-call-close methodology
• Premium pricing justified through system and presentation
• Product diversity (roofing systems, not just shingles)
• Financing options essential
• Professional proposals critical for conversion

Pricing Philosophy:

• Roofing has price disparity like watches ($10 Walmart → $200K AP)
• $1,000/square achievable with proper system
• Quality justifies premium pricing
• System supports price point through:
  • Lead qualification
  • Professional presentation
  • Product demonstration
  • One-call-close methodology
  • 30-40% demo and close rates achievable

Upcoming Initiatives

Ken Baden's Group Coaching:

• Launching winter 2025
• Focus on retail roofing systems
• Teaching $1,000/square methodologies
• Group format for affordability
• Beta test with trusted peers first
• DM Ken directly for information
• Alternative to expensive one-on-one consulting

BuilderLink Next Steps:

• Finalizing MVP features
• Onboarding beta users
• Gathering feedback for improvements
• Planning post-MVP features
• Investor selection process ongoing
• Building customer success/migration team