The Kitchen Table

Building the Future of Roofing CRMs: Blake Grissom & James Wolfgang Kuntz on BuilderLink, Retail Roofing, and Industry Innovation

Episode Summary

In this dynamic episode of The Kitchen Table Podcast, host Ken Baden welcomes back Blake Grissom from Charleston, South Carolina, and introduces James Wolfgang Kuntz from Austin, Texas—two forward-thinking entrepreneurs who are revolutionizing the contractor CRM space with BuilderLink. Blake shares his journey from having a record-breaking year in insurance restoration to launching his own roofing company in a non-storm year, while James brings his decade of tech industry experience to solve the biggest pain points contractors face with current software solutions. The conversation centers around a critical industry shift: the move from insurance restoration dependency to diversified retail business models. With insurance carriers increasingly sending "drop letters" forcing roof replacements at 10-15 years (even 5 years in hail markets), contractors must adapt or face extinction. Current CRMs like Acculynx (recently acquired by Verisk for $1 billion) are built for insurance restoration and project management—not true multi-channel sales enablement. BuilderLink aims to change that by offering an all-in-one platform that includes: - True CRM functionality with 20+ lead generation channels - AI-powered follow-up systems (SMS, ringless voicemail, email) - Marketing automation and call center integration - CAD tools for blueprints and designs - Seamless integrations (Eagle View, Hover, QuickBooks, ABC Supply) - Support for multiple trades (roofing, siding, windows, doors, gutters, solar, full GC work) Perhaps most importantly, BuilderLink solves the #1 barrier to switching CRMs: data migration. The team offers turnkey migration assistance, eliminating the typical $10,000+ cost and months of headaches that keep contractors trapped in inadequate systems. The episode emphasizes the importance of collaboration over competition, continuous education, and surrounding yourself with other industry leaders. Both Blake and James credit their success to investing in themselves, networking across state lines, and being students of the game. Ken announces his own beta program: a group coaching initiative launching this winter to help insurance restoration companies implement retail systems that consistently achieve $1,000/square pricing through proper qualification, presentation, and closing strategies. Key Takeaway: The roofing and home service industries are at an inflection point. Contractors who diversify their business models and leverage proper technology will thrive; those who remain dependent on insurance storms will struggle. BuilderLink represents the next generation of contractor software—built by contractors, for contractors.

Episode Notes

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