Embracing AI in Roofing: A Simple Guide

As women in the roofing industry, we’re no strangers to innovation—whether adopting cutting-edge materials or streamlining job-site operations. Now, artificial intelligence (AI) offers a powerful way to make our businesses smarter, faster, and more efficient. For those of us who aren’t tech experts, diving into AI can seem daunting, but here’s the good news: You don’t need to be a coder to start. This article introduces "Agentic AI"—a smart tool that works like a trusted team member—and shares a simple, step-by-step plan to bring it into your business, starting with a critical look at your current systems, especially marketing.

What is Agentic AI, Anyway?

Let's keep it simple: Agentic AI is like a virtual assistant on steroids. Unlike basic AI that just follows strict rules (think a calculator app), Agentic AI can think ahead, make decisions, and handle tasks on its own. It learns from what you do, adapts to changes, and works toward your goals without constant hand-holding.

In roofing, this could mean that with AI it could:

• Create personalized content, social media graphics, or video scripts for client testimonials.
• Tracks and routes customer support in real-time.
• Manages day-to-day workflows, like routing job bids for approval or scheduling crew tasks across your software tools.

The key? It doesn't replace people—it empowers them, freeing up time for what humans do best, like building relationships with clients or solving on-site challenges.

Step 1: Audit Your Current Systems—Start with Marketing

Before jumping into AI, take a hard look at what you already have. This "audit" is like inspecting a roof before repairs: It reveals leaks, weak spots, and opportunities. Many roofing businesses overlook this, but it's essential to avoid wasting time or money on AI that doesn't fit.

Focus especially on marketing, as it's often the quickest win with AI. Ask yourself:

• What tools are we using now? CRM, Google Analytics, META, etc. 
• What's working and what's not? Track metrics on campaigns and the leads being generated.
• Where are the bottlenecks? Maybe creating content takes too long, you aren’t ready for the AI search results, or following up on leads is manual and inconsistent.
• Who handles these tasks? Involve your team from sales, admin, or ops—to get a full picture.

Actionable tip: Spend a day or two documenting everything in a simple spreadsheet. List processes, tools, and pain points. If you're not sure how to measure marketing performance, use free webinars listed on the NWIR website, or reach out to a trusted marketing partner.

Redesign Your Workflows with AI at the Center

The best way to use Agentic AI isn't to slap it onto your old processes—it's to rethink how work gets done. Imagine redesigning your office like a modern roof: Stronger, more flexible, and built to last.

For example:

• Content Agents: These generate ready-to-use assets. Need an email for a client or to update a template in your CRM? AI can draft it.
• Performance Agents: They watch your marketing campaigns, operations, and collections 24/7.
• Workflow Agents: They handle the grunt work, like auto-approving routine expense reports or routing customer inquiries to the right team member.

In roofing, this could transform marketing from a chore into a powerhouse: AI personalizes outreach to homeowners in storm-prone areas or analyzes competitor ads to keep you ahead.

Make the Cultural Shift: AI as Your Teammate

Adopting AI isn't just about tech—it's about mindset. Treat AI like a new hire: Train it, give feedback, and let it grow.

• Collaborate, Don't Command: Involve your team in testing AI. For instance, always have your marketing lead review AI-generated posts/images before publishing.
• Build Feedback Loops: After using AI for a task, rate its output (e.g., "This email was spot-on!" or "Make it more roofing-specific next time"). Over time, it gets smarter.
• Focus on Results: Stop micromanaging steps. Instead, set clear goals and let AI make recommendations on the how.

Businesses that do this become more resilient—able to scale during busy seasons or pivot when supply chains glitch. With AI we are seeing the playing field level out, giving us tools to compete with larger companies.

Stay tuned for part 2 in the AI Tips & Tricks series. Or if you have any questions on enabling AI email me at anna@artunlimitedusa.com.