By Heidi J. Ellsworth.

For Tracey Donels, roofing is more than a profession. It is a passion that apparently follows him all the way home, even when he is trying to relax.

Anyone who knows Tracey Donels knows his commitment to the roofing industry runs deep. Whether he is working with roofing professionals, sharing his knowledge or preparing for the upcoming Service First Solutions Roof Service Summit, Tracey brings an incredible amount of energy and real-world experience to the industry.

But after all that preparation, even Tracey needs an opportunity to step away and recharge.
His solution? LEGO and football.

Tracey has been unwinding with what he calls the “Service First LEGO Roofing crew,” which has been busy tackling a TPO reroof of a LEGO town hall. With parapet walls and base flashings added “for my roofing friends,” the miniature project reflects the same attention to detail Tracey brings to the roofing industry. After days of preparing for the Roof Service Summit, Tracey summed it up simply: “My brain and body are fried from all the prep work. Had to relax with LEGO and football.”

Of course, only someone truly passionate about roofing would relax from roofing work by building another roof.

The detailed project, complete with LEGO roofing crews, materials, parapet walls, base flashing and a TPO roofing system, offers a fun look at the personality behind the roofing professional. More importantly, it connects perfectly to what has been keeping Tracey so busy: preparing for the Service First Solutions Roof Service Summit happening now, November 9-11, 2026, in the Dallas/Fort Worth area.

Now in its second year, the summit is clearly more than another event on the calendar. Even the preparation has become a family tradition. Tracey shared a behind-the-scenes look at family members working together to prepare items for attendees, noting, “Gift bags and name tags for the Roof Service Summit by Service First Solutions are a family tradition!”

It is a small detail that says a lot about the spirit behind the Summit. Before attendees ever walk through the door, there are people putting time, thought and personal attention into making them feel welcome. That sense of connection and community reflects so much of what makes the roofing industry special.
The summit is designed to bring roofing service professionals together for education, networking and, perhaps most importantly, honest conversations with one another. The agenda includes a building representative/roof consultant panel, a service leaders panel, roundtable discussions and presentations from Dataforma, KARNAK, Centerpoint Connect and BITEC.

The event kicks off today with a welcome reception sponsored by Centerpoint Connect. Tuesday features panels, presentations and multiple roundtable discussions before wrapping up with a networking event at PopStroke sponsored by Dataforma. The conversations continue Wednesday with additional roundtables, presentations and industry discussion.

That collaborative format is important. Some of the best education in roofing happens when contractors and industry professionals sit down together and openly share what is working, what is not and what they have learned along the way. Creating space for those conversations can turn an industry event into something attendees take back to their companies and actually put into practice.

And that brings us right back to the LEGO roof.

There is something authentically Tracey about preparing for an event focused on helping roofing professionals improve their businesses, gathering family around the table to assemble gift bags and name tags and then unwinding by building a miniature commercial roof.

In many ways, all three tell the same story. It is about craftsmanship, attention to detail and, most of all, people.

As the roofing industry comes together for the Roof Service Summit, Tracey’s LEGO town hall and the family assembly line behind the summit offer a lighthearted but meaningful reminder of what sits underneath all the education, processes, technology and business strategy: people who genuinely care about the roofing industry and the people in it.

And for Tracey Donels, apparently even downtime needs a good roof.

By Jesse Sanchez.

Contractor feedback and artificial intelligence are helping accelerate software development while expanding tools for sales, service, maintenance and project management.

Contractor feedback plays a central role in the evolution of business management software, while artificial intelligence (AI) helps developers turn those ideas into usable features faster.

During this episode of CoatingsTalk™, Dataforma Chief Executive Officer Mark Zeleznock and Chief Operating Officer Brian Cook discussed how customer input influences the company’s development process.

Feedback comes from thousands of contractors using the system and attending focused events such as Dataforma’s Design Summit. Describing the importance of that input, Mark explained, “Our best source of ideas are the contractors we have. Thousands of contractors use this every day and the feedback that we get is driving our decisions.”

That feedback is paired with an agile development approach that allows functionality to be introduced, evaluated and adjusted in shorter cycles. Instead of waiting for a large release to determine whether a feature meets contractors’ needs, the development team can continue refining tools as users respond to them. Mark emphasized, “We try not to wait too long now to produce functionality. We’re producing it every week.”

AI is further accelerating that process. The company is using AI coding tools to support software development, prototyping and quality assurance, with development speed increases of two to five times reported on some projects. Those capabilities are contributing to a broader workflow designed to support sales, production, service and maintenance within one system.

New and updated tools discussed during the conversation include dashboards, sales functionality, proposal creation, refreshed work-order views and maintenance contract management. Explaining the flexibility of the new dashboards, Brian shared, “So if I’m a person with multiple locations or departments or divisions in my company, I can have separate dashboards for those, those different pieces of my business.”

The maintenance functionality also came directly from contractor conversations at the company’s summit. It is designed to help users manage scheduled visits while tracking revenue, labor, materials and additional service work connected to those agreements.

Listen to the podcast or Watch the conversation to learn more about how contractor feedback, AI-assisted development and new workflow tools are changing the way contractors can manage sales, service, maintenance and project information!

GPStimate, an AI assisted estimating platform built for commercial roofing contractors, has launched its automated takeoff and compliance software.

Designed by veteran commercial estimators and roofing business owners, GPStimate replaces spreadsheets, measuring wheels and disconnected tools with AI assistance, aerial takeoffs and automated product documentation. In testing across roughly 100 projects, estimates that typically took more than two hours were completed in about half the time. In commercial roofing, one miscalculation or missed warranty requirement can wipe out a project's margin. GPStimate addresses that with a human-in-the-loop approach: the AI handles measurements and paperwork, and the estimator verifies and approves every number. The platform is built to support estimators, not replace them. They spend less time on data entry and more time building accurate, competitive bids.

"In a typical roofing operation, the noise is deafening — changing building codes, broken Excel formulas, scattered manufacturer documents and fragmented supplier data," said Kenn Furr, CEO and co-founder of GPStimate. "Our mission is simple: more signal, less noise. GPStimate works like noise-canceling headphones for estimators. It mutes the manual busywork so contractors can focus on what drives their business — winning high-margin jobs and executing them well."

Key Features

• AI aerial takeoff: automatically measures roof areas from satellite and aerial imagery, so estimators no longer draw takeoffs by hand.
• Edmond, AI Assistant: pulls manufacturer product data sheets (PDS), safety data sheets (SDS) and code documentation directly into the estimate and assembles submittal packages, helping estimators meet manufacturer warranty requirements.
• Assembly and Detail Builder: Simplifies TPO, EPDM and modified bitumen assemblies and automatically calculates materials, labor units and waste factors.
• Scale verification: before the AI calculates anything, the estimator confirms scale against one known measurement, so every number can be checked and trusted.
• Bid and export: sends finished takeoffs, margin adjustments and client-ready proposals to shareable formats or [name integrations, e.g., accounting or CRM systems].

Dataforma Integration

GPStimate has partnered with Dataforma, the leading provider of business management software for the roofing industry. Dataforma combines CRM, service management and project management in one platform. Dataforma allows thousands of roofing contractors to eliminate redundant software and manage their entire business in a single program. With the new integration, contractors will go from sales lead, to estimate to signed job to production without leaving the system they use to run their business.

Early Adopter Program

GPStimate is available now. The first 150 users to register for the Early Adopter Program will receive a lifetime discount per license. To register or schedule a live demo, visit gpstimate.com.

By Heidi J. Ellsworth.

Some of roofing's most meaningful technology innovations are being developed by the contractors and industry professionals who understand the challenges firsthand. 

For decades, roofing contractors have been asked to do more with less. More projects, tighter margins, increasingly complex specifications and persistent labor shortages have put pressure on businesses to find new ways to work smarter. What is interesting, however, is that many of the industry's most impactful technology solutions are not coming from Silicon Valley. They are coming from people who know roofing. 

When contractors and roofing professionals experience the same frustrations year after year, they develop a unique perspective on what truly needs to change. That firsthand knowledge has helped drive some of the industry's most successful software platforms. Companies like AccuLynx, Dataforma and JobNimbus grew by addressing real roofing workflows and operational challenges, demonstrating the value of technology developed with a deep understanding of the industry. 

Today, a new generation of technology companies are building on that same philosophy. One example is GPStimate, an AI-assisted takeoff and estimating platform focused on commercial roofing. The platform was designed by veteran commercial estimators and roofing business owners to reduce manual work while keeping the estimator firmly in control. Its approach is very intentional: artificial intelligence assists with measurements and repetitive tasks, while the roofing professional reviews and approves the work. 

That distinction is important because commercial estimating remains one of the most complex and labor-intensive functions in roofing. Estimators work through plans, assemblies, manufacturer documentation, warranty requirements, pricing and countless details that can affect the profitability of a project. One overlooked component or incorrect measurement can have consequences long after the bid is submitted, making accuracy just as important as speed. 

GPStimate was developed around those realities. According to the company, its technology combines AI-assisted takeoffs with contractor-specific pricing, reusable assemblies and access to manufacturer documentation and requirements. Its AI assistant, Edmond, can help estimators locate warranty information, product data sheets, safety documents and installation guides. Throughout the process, the estimator remains responsible for reviewing and approving the information. 

This human-in-the-loop philosophy represents an important direction for construction technology because contractors are not necessarily looking for software that replaces expertise. They need technology that amplifies it, giving experienced professionals better information and more time to apply the judgment they have developed throughout their careers. 

That is one of the reasons industry-driven technology companies can be so powerful. The people behind them understand where processes break down because they have experienced those problems themselves. They understand complicated specifications, warranty requirements, labor pressures and the consequences of missing something during an estimate. Just as importantly, they understand that speed has little value if accuracy and professional judgment are sacrificed. 

The philosophy is evident in how GPStimate publicly describes its technology. Rather than positioning itself simply as "AI Powered," it emphasizes being "AI Assisted," combining the efficiency of artificial intelligence with people remaining directly involved in the estimating process. This distinction is especially relevant as contractors determine where AI can deliver measurable value instead of simply becoming another technology buzzword. 

Artificial intelligence is attracting enormous attention across construction, but the real opportunity is not AI for the sake of AI. It is about finding practical applications that remove friction from businesses and allow roofing professionals to dedicate more time to higher-value work. Estimators should be able to spend less time tracing plans, searching through documents and repeating calculations and more time applying their knowledge to scope, pricing, risk and strategy. 

The technologies that ultimately create lasting value will be the ones that solve real problems. They will eliminate repetitive tasks, bring important information together and provide roofing professionals with better tools for making decisions without trying to eliminate the experience behind those decisions. That balance between technology and human expertise will be critical as AI becomes increasingly integrated into roofing businesses. 

That is why companies like GPStimate are worth watching. They are part of a larger movement in which roofing professionals are helping shape the technology they want to use. Decades of estimating, selling, installing, servicing and managing roofing projects are being translated into digital tools designed around the way contractors actually work. 

For contractors evaluating technology, that may be one of the most important considerations of all. Look not only at what the technology promises but also at the industry knowledge behind it. Does it understand the realities of roofing and solve an actual operational problem? Most importantly, does it make experienced people more effective at what they already do well? 

As roofing continues its digital transformation, contractors are no longer simply technology users. Increasingly, they are helping create, influence and improve the technologies that will define the industry's future. Some of the best innovations are coming from people who have spent their careers living the industry's challenges and are now building the tools they always wished they had. 

Learn more about GPSimate.

By Jesse Sanchez. 

Contractors can use artificial intelligence to strengthen existing technology, analyze business data and improve productivity while maintaining careful oversight. 

Artificial intelligence (AI) is moving quickly, but contractors do not need to overhaul their entire technology stack to begin exploring its potential. In this CoatingsTalk webinar hosted by Megan Ellsworth, Dataforma founder and CEO Mark Zeleznik discussed how contractors can use AI alongside existing software, data and business processes. Rather than viewing AI as a replacement for established systems, he encouraged contractors to consider how it can help their teams accomplish more. Mark explained, “I really believe that proper AI usage is an enhancement to your existing team and will allow contractors to do more with the people that they have and do a better job.” 

One of the strongest opportunities is data analysis. AI can help contractors bring information from multiple sources together, identify useful insights and better understand what is happening across their businesses. Estimating, reporting, proposal development and everyday document work can also provide practical opportunities to experiment. 

That experimentation still requires oversight. Because AI-generated information is not always reliable, contractors need to review its output before using it in important business decisions or processes. Mark cautioned, “Always keep in the back of your mind a little bit of doubt, and ask, ‘Is that true?’” That approach becomes especially important when AI is applied to processes with little tolerance for error. 

Contractors evaluating software for future AI capabilities can also look for well-defined application programming interfaces (APIs), Model Context Protocol (MCP) server capabilities, embedded AI tools and systems designed to scale. Clean, securely stored data remains essential because AI can help interpret information, but dependable software and organized data still provide the foundation for repeatable business processes. 

For contractors unsure where to begin, Mark encouraged a measured approach, advising, “You take baby steps.” Starting with a low-risk challenge gives teams an opportunity to learn what AI can do, understand its limitations and determine where it can provide meaningful value. 

Listen to the podcast or Watch the conversation to learn more about how contractors can responsibly integrate AI into their existing technology stack! 

By Jesse Sanchez. 

New artificial intelligence tools and an updated home screen are designed to help contractors access information, improve efficiency and strengthen customer relationships. 

Technology continues to reshape how roofing contractors manage information, communicate with customers and keep projects moving. During this interview on the sound stage at the Florida Roofing and Sheet Metal Contractors Association (FRSA) Expo, Dataforma Sales Executive Brad McCulla shared how the company is incorporating artificial intelligence (AI) into its platform while giving users greater visibility into upcoming product developments. 

Dataforma has already introduced AI capabilities within its mobile app. When contractors take photos in the field, the technology can analyze those images in real time and provide descriptions based on what it identifies. Brad explained that this photo functionality was the company’s first step into AI and is now being followed by additional tools designed to help users work with the information already in their system. 

The company is also updating its home screen and introducing an AI assistant designed to help individual users access information without manually searching through the database. Users will be able to request the information they want to see and create report widgets pulling from different parts of the platform. Describing the flexibility of the new assistant, Brad said, “You can tell that thing to do pretty much whatever you want and it's going to start building what you want to see.” 

The redesigned home page will also provide announcements and greater visibility into upcoming features. Dataforma has added its product roadmap to the help center, where users can see descriptions and photos of planned functionality. Brad noted that these updates come as more contractors become comfortable incorporating technology into their operations, saying, “A lot of more people are open to the idea of technology and it makes the conversation a lot easier with everybody at these shows.” 

Beyond improving everyday workflows, Brad emphasized that contractors can use information already stored in their customer relationship management (CRM) system to pursue opportunities during slower economic periods. Rather than waiting for new business to come to them, contractors can review customer information, reconnect with existing clients and identify additional services they can provide. Encouraging contractors to take a more proactive approach, Brad said, “Let's get the phone ringing for our customers.” 

Service and maintenance can also help contractors build long-term customer relationships and create additional opportunities. By combining those relationships with better access to business data, contractors can use technology as a tool to support productivity, sales and customer engagement. 

Watch the full interview to learn more about how AI, data and service-focused strategies can help roofing contractors strengthen productivity and customer relationships!

By Jesse Sanchez. 

Emerging software capabilities could help contractors turn the information they already collect into faster, more useful answers. 

What if contractors could quickly ask which roof systems generate the most repairs in a particular region and receive a report built from their own company data? Brian Cook described that possibility during a recent discussion about the future direction of Dataforma. Rather than focusing only on collecting more information, his vision centered on making existing information easier to explore, compare and use. 

Looking ahead to the company’s design summit, Brian explained, “At our design summit this year, we’re going to have a section about how you will have a widget on your dashboard and then you will just type probably at first, but very soon just speak and say, Dataforma, show me this.” 

Under the concept he outlined, a user would submit a question through a dashboard widget. Brian continued, “It’s going to crawl through your database and then build you that report that you have on your dashboard.” The questions could address practical decisions contractors regularly face. As one example, Brian asked, “Which roof systems tend to perform the worst in which regions of the country?” 

He also described how the system could compare roof systems using repair volume, repair costs and replacement tendencies. Brian illustrated the potential by explaining that contractors could quickly review the types of roof systems they have installed, the number and cost of repairs associated with each system and how often those systems are replaced. This could make it easier to identify which roof systems are performing better. 

These examples point toward an emerging role for roofing software. A platform can serve as more than a system of record when it helps users identify patterns within the information they have already accumulated. Regional comparisons and repair histories could give contractors a clearer way to evaluate performance without manually assembling every report. 

Reflecting on the breadth of information already available within the platform, Brian observed, “There’s so much detail in Dataforma that an agent in there would just find a myriad of uses for.” 

The concept remains a future direction rather than a confirmed, fully launched voice-query feature. Still, it illustrates how easier access to existing data could help contractors move from storing information to asking better questions of it. 

Learn more about how roofing software could help contractors turn existing data into practical answers!

By Jesse Sanchez. 

Connected maintenance and inspection tools can help contractors improve consistency, streamline service workflows and turn field data into stronger business insights. 

For commercial roofing contractors, managing service and maintenance can involve hundreds of visits, inspections, repairs and customer touch points. Keeping that activity organized is essential not only for completing work efficiently but also for maintaining consistent communication and understanding how service operations are performing. Dataforma grew out of that challenge. The software was originally developed after a roofing company struggled to manage service tickets through a combination of Excel files, whiteboards and paper forms. Reflecting on the problem that started the development process, Dataforma Chief Operating Officer Brian Cook explained during this CoatingsCast™, “The original reason was we needed a better way to run our service department.” 

While contractors now have more technology available, Brian said familiar service challenges remain, including getting invoices out quickly and ensuring inspections are completed consistently. Emphasizing the importance of a standardized process, Brian noted, “We need our inspections to be consistent. I can't have Megan go out and do an inspection and it looks this way and then Brian goes out and does an inspection and it looks another way.” 

That need for consistency also helped shape Dataforma’s new maintenance module, which grew from contractor feedback at the company’s Design Summit. The module is designed to help contractors manage recurring maintenance agreements across multiple buildings by showing outstanding visits, tracking profitability and connecting maintenance activity with resulting repair work. Inspections support that process by documenting completed visits with photos and recorded deficiencies. 

Dataforma has also changed how field users interact with its inspection technology. Rather than requiring technicians to follow a rigid sequence, the updated experience allows them to document roof conditions as they encounter them while the software handles more of the organization behind the scenes. Brian said, “You just go out, figure out what's wrong up there.” 

The information collected through maintenance and inspections can also support broader business decisions. Contractors can review recurring deficiencies, examine service history and compare issues across roof systems, properties or regions, turning individual field visits into a larger source of operational insight. 

Listen to the podcast or Watch the conversation to learn more about how connected maintenance and inspection processes can help contractors improve service consistency, organize recurring work and make better use of field data!

By Jesse Sanchez.

Artificial intelligence is changing the way contractors work, but getting the most from AI starts with understanding where it belongs within the technology and processes businesses already rely on. 

In an upcoming CoatingsTalk™, on September 9, 2026, at 11 a.m. PT, Megan Ellsworth meets with Mark Zeleznock from Dataforma to discuss where artificial intelligence (AI) fits into a contractor’s technology stack and how contractors can use it to support, rather than replace, the systems and people that keep their businesses moving. 

As AI tools become more accessible, contractors have more opportunities to automate administrative work, quickly access company information and gain useful insights from their data. But adopting AI simply for the sake of having the latest technology is unlikely to deliver lasting value. Megan and Mark will explore why contractors should start with a specific business challenge and look for practical applications where AI can strengthen existing workflows. From drafting emails and summarizing meetings to analyzing project information and improving communication, some of the biggest gains can come from relatively simple uses of AI. 

Dataforma brings an important perspective to this conversation because of its experience helping contractors organize and manage the information at the center of their businesses. A strong Customer Relationship Management software (CRM) remains the source of truth for company and project data, even as AI becomes a larger part of daily operations. Mark will explain why contractors should evaluate software based not only on what it can do today, but also on its ability to integrate with existing systems, support future AI applications and continue evolving alongside the business. 

Contractors will also learn why clean, organized data is essential to getting reliable results from AI. Standardized processes and a well-maintained CRM give intelligent tools better information to work with, while human oversight remains critical. AI is not a replacement for experienced employees or sound decision-making. Instead, it can help those employees spend less time searching for information and completing repetitive tasks and more time applying their expertise where it matters most. 

Looking ahead, Mark will discuss emerging capabilities including intelligent assistants embedded directly into business platforms, workflow automation that reduces administrative burdens and personalized insights based on a contractor’s own data. For contractors ready to begin, the message is straightforward: identify one recurring problem, test AI on a small scale, measure the results and expand from there once the value has been proven. 

Join Megan Ellsworth and Mark Zeleznock from Dataforma on September 9, 2026, at 11 a.m. PT, to learn more about where AI fits into your technology stack and how it can help your team work smarter and more efficiently. 

Register for this CoatingsTalk™ and start exploring practical ways to put AI to work in your business! 

By Jesse Sanchez. 

A roofing customer relationship management (CRM) system can help contractors organize leads, strengthen communication and make more informed sales decisions. 

Generating quality leads is essential for roofing contractors competing in a fast-moving market. While marketing helps attract prospective customers, Dataforma can help roofing companies establish a reliable process for tracking opportunities, maintaining communication and guiding leads through the sales pipeline. 

A customer relationship management (CRM) system brings customer information, sales activity and communication into one centralized platform. By giving team members access to current lead information, roofing CRM software can reduce missed follow-ups and help companies respond more consistently to potential customers. Important CRM features include lead tracking, automated reminders, integrated email and text messaging, analytics and reporting. Integration capabilities can also help connect the CRM with accounting, project management and other business systems. 

These tools can support a range of marketing strategies. Contractors can use CRM data to evaluate leads generated through content marketing, email campaigns, social media, pay-per-click advertising and search engine optimization. Reporting tools can then help teams identify productive lead sources, monitor conversion rates and adjust campaigns based on customer behavior. 

Scalability is another consideration, particularly for roofing businesses operating in multiple locations. A centralized system can help companies maintain consistent communication, provide access to reliable data and coordinate leads and projects across different markets. 

When comparing CRM solutions, roofing contractors should consider ease of use, available features, cost, customer support and customization options. The right platform should fit existing workflows while giving teams the reporting and communication tools needed to improve decision-making. 

By automating routine tasks and organizing customer information, roofing CRM software can help teams focus on higher-value activities. Consistent communication, accessible data and clearer sales processes can strengthen customer relationships while supporting long-term business growth. 

Learn more about Dataforma and its roofing business management features!