RESTORIZE ROOFING · ATLAS

A repeatable AI-powered operating model for roofing companies, proven first through a real Minnesota contractor.

Restorize Roofing is the packaged operating model owned by Agentic Personnel Solutions. It combines the Operating System, Google discovery, Peak Growth Command Center, and the real contractor roles needed to move a homeowner from lead to finished roof. Silver Loon Roofing LLC is the first live validation company: the real Minnesota contractor where the model gets proven before it is sold to other licensed roofers.

IMAGE SLOT · #7ATLAS HERO · umbrella + 3 layers + flagship as celestial topology
VISUAL TDD ATLAS · LIVING OPERATING BLUEPRINT

This site is the browsable spec before the company is fully built.

The point is not to make a normal marketing page yet. The point is to see the operating model, inspect the language, trace the homeowner path, and find the missing tools before Silver Loon starts proving the system in the real world.

Diagrams, status tables, and proof sections are part of the build process. They start with the normal roofing-contractor workflow: homeowner lead capture, inspection, measurement, bid, contract, insurance/payment paperwork, production, warranty, and reviews.

TYPICAL HOMEOWNER-TO-CLOSE PIPELINE
01Discovery
02Intake + Qualification
03CRM Manager
04Inspection + Estimate
05Contract
06Production Manager
07Materials
08Crews
09Closeout

Working diagram source: docs/foundation/05-roofing-contractor-pipeline.md

Developers and operators

Inspect the build path first: what exists, what is planned, what is missing, and where each system hands work to the next.

Open path →

Roofing contractors and investors

Read the business case: buyer behavior, operating economics, compliance posture, and why the model should be commercially useful.

Open path →

Google discovery foundation

See how Google Business Profile, local SEO, and Google Ads create the demand layer before Peak Growth amplifies it.

Open path →

Silver Loon proof

Track the first live validation company: status, onboarding gaps, service-layer wiring, and proof artifacts before public launch.

Open path →
Open the roofing contractor pipeline
TYPICAL ROOFING CONTRACTOR PIPELINE

The normal contractor workflow becomes the integration map.

Each block below documents what typically happens, what the homeowner touches, what the contractor needs to track, and where software either has to own the step or integrate with a tool that already does.

CONTRACTOR WORKFLOW

Typical Roofing Contractor Pipeline

This is the normal homeowner-to-roofer path we need to understand before we decide what Restorize should automate, integrate, or leave manual.

Typical Roofing Contractor Flowchart

Homeowner discovery, intake, CRM ownership, field inspection, proposal, contract, production, closeout, review, and the insurance branch.

Discovery
Intake + CRM
Inspection + Proposal
Contract + Accounting
Production + Closeout

START

01
Homeowner

Finds a roofer through search, reviews, ads, social proof, referral, or storm response.

Owner:
Decision maker
Tools:
Google, social, website, phone

DEMAND SOURCE

02
Google discovery

Google Business Profile, Map Pack, organic SEO, service-area pages, and Google Ads capture high-intent searches.

Owner:
Lead Marketer
Tools:
GBP, SEO, Google Ads, call tracking

DEMAND SOURCE

03
Media and proof

Peak Growth turns reviews, job photos, homeowner questions, and local proof into social and content demand.

Owner:
Media Director
Tools:
Facebook, Instagram, Pinterest, Nextdoor

DEMAND SOURCE

04
Campaigns and referrals

Storm campaigns, email, Facebook campaigns, referral asks, yard signs, reviews, and local outreach.

Owner:
Lead Marketer
Tools:
Email, paid social, review engine

LEAD ORGANIZER

05
Lead Marketer

Tracks source, campaign, service area, lead quality, cost per lead, and booked inspection rate.

Owner:
Marketing operations
Tools:
Attribution, spreadsheet, CRM source fields

HOMEOWNER ACTION

06
Website entry

Homeowner lands on the website, chooses instant estimate, intake form, or phone call.

Owner:
Website / conversion owner
Tools:
Website, forms, phone, RoofRecon360

CRM RECORD

07
Intake + qualification

Address, contact info, roof concern, urgency, insurance status, service area fit, source, and next action.

Owner:
CRM Manager
Docs:
Lead record, call notes, intake form

CUSTOMER OWNER

08
CRM Manager

Owns follow-up, reminders, homeowner questions, scheduling, proposal follow-up, closeout, reviews, and aftercare.

Owner:
Customer Relations Manager
Tools:
CRM, SMS, email, calendar

HUMAN FIELD WORK

09
Field inspection

A human estimator inspects roof condition, access, pitch, decking clues, ventilation, damage, and constraints.

Owner:
Estimator / inspector
Tools:
Camera, checklist, measurement tool
Docs:
Inspection notes, photos

SCOPE INPUT

10
Measurement + evidence

Measurements, dimensions, photos, notes, damage evidence, roof facets, waste factor, and estimator corrections.

Owner:
Estimator
Tools:
Aerial measure, manual measure, photo app
Docs:
Measurement report, photo log

INTERNAL PRICING

11
Estimate engine

Turns dimensions and scope into materials, labor, waste, margin, supplier assumptions, and material draw.

Owner:
Estimator / production
Docs:
Internal estimate worksheet

HOMEOWNER PACKET

12
Bid + proposal

Homeowner sees scope, materials, exclusions, timeline, payment terms, options, warranty summary, and next step.

Owner:
CRM Manager / estimator
Docs:
Proposal, bid, estimate PDF

IF STORM / CLAIM

13
Insurance branch

Claim number, carrier scope, adjuster notes, photos, supplement package, approvals, and compliance language.

Owner:
Insurance/supplement owner
Docs:
Carrier estimate, supplement, approvals

SALES TO PRODUCTION

14
Contract signed

Signed contract moves the job from sales follow-up into production readiness.

Owner:
CRM Manager
Tools:
DocuSign or e-sign
Docs:
Contract packet, notices, warranty terms

MONEY TRAIL

15
Accounting record

Customer, job, deposit, invoice, payment status, receipt, financing, and QuickBooks sync rules.

Owner:
Accounting / office
Tools:
QuickBooks, payment processor
Docs:
Invoice, receipt, payment record

BUILD READY

16
Production Manager

Orders material, sets delivery or pickup, prepares crew packet, confirms schedule, handles production handoff.

Owner:
Production Manager
Tools:
Supplier portal, calendar, work order
Docs:
Material order, work order

ABC / SUPPLIER

17
Supplier + materials

Material draw turns into supplier order, color selection, delivery window, pickup details, and change handling.

Owner:
Production Manager
Docs:
PO, delivery ticket, color confirmation

INSTALLATION

18
Roofing crew

Dedicated crews now; future qualified crew marketplace later. Crew gets packet, schedule, scope, photos, and QC rules.

Owner:
Crew lead
Docs:
Crew packet, safety notes, scope

CUSTOMER LOOP

19
Closeout + aftercare

Final invoice, completion photos, paid receipt, warranty, review request, referral ask, and future storm follow-up.

Owner:
CRM Manager
Tools:
CRM, QuickBooks, review tool
Docs:
Closeout packet, warranty, receipt
Stage notes

Discovery

01

Lead Marketer, Google foundation, and media amplification.

Leads can come from Google Business Profile, SEO, Google Ads, Facebook, email, storm campaigns, referrals, reviews, social, or local campaigns. A Lead Marketer role owns the lead-source mix and coordinates with the Peak Growth Media Director.

Website intake and qualification

02

RoofRecon360 or an intake form creates the CRM record.

The homeowner enters through the website, either by using the RoofRecon360 instant roof estimator or by submitting a regular intake form. Intake and qualification belong together: address, contact info, roof concern, source, urgency, service area, and project fit all become one CRM record.

CRM Manager

03

The customer relationship owner from lead to closeout.

A Customer Relations Manager handles the lead after it enters the CRM: follow-up, questions, scheduling, reminders, proposal follow-up, contract status, closeout, review request, and aftercare.

Inspection, measurement, estimate, bid, and proposal

04

Human field work feeds the automated proposal system.

The CRM Manager schedules a human roof inspection. The field person visually inspects and measures the roof, captures photos and notes, and sends that information back into the system so the automated estimate, bid, material draw, and proposal can be produced and presented in person or by email.

Contract and production trigger

05

Signed paperwork moves the job out of sales.

Once the homeowner signs the contract, the job leaves the sales/CRM lane and enters production. This is the point where the estimate dimensions, scope, material draw, and job packet need to be reliable enough to build from.

Production Manager

06

Materials, supplier, schedule, and crew readiness.

The Production Manager orders materials from ABC Supply or the selected supplier, sets delivery or crew pickup, confirms the production schedule, and prepares the crew work order.

Roofing crews

07

Dedicated contractors now; crew marketplace later.

For now, work can go to a dedicated team of roofing contractors. The larger platform idea is to let qualified roofing crews sign up for available work, receive clear job packets, and complete the installation under defined quality controls.

Production and quality control

08

The roof gets installed and documented.

The crew tears off, installs, handles hidden damage or change orders, captures job photos, and completes the roof. Production management or field QC verifies completion before closeout.

Closeout and aftercare

09

CRM Manager closes the customer loop.

The CRM Manager handles final communication, invoice/payment status, warranty information, closeout packet, Google review request, referral ask, maintenance reminders, and future storm follow-up.

PAPERWORK + TRANSACTIONS

Paperwork, Money, And Insurance Flow

This is the paper trail and money trail. Each item needs an owner, a source of truth, and a clean handoff between homeowner, contractor, accounting, and insurance when applicable.

Paperwork, Money, And Insurance Flowchart

The document and transaction path that has to stay attached to one homeowner, property, job, and accounting record.

Lead + Evidence
Estimate + Legal
Insurance Branch
Accounting + Production

SOURCE OF TRUTH

01
Lead record

Forms, calls, SMS, email, appointment choices, source tracking, and homeowner/property record.

Owner:
CRM Manager
Docs:
Lead record, call notes

FIELD EVIDENCE

02
Inspection report

Photos, roof measurements, damage notes, access constraints, estimator corrections, and job risks.

Owner:
Estimator
Docs:
Inspection report, measurement report, photo log

INTERNAL MATH

03
Estimate worksheet

Materials, labor, waste, overhead, margin, supplier pricing, production assumptions, and material draw.

Owner:
Estimator / production
Docs:
Internal worksheet

HOMEOWNER-FACING

04
Proposal / bid

Scope, materials, specs, exclusions, approximate timing, payment procedure, warranty summary, and choices.

Owner:
CRM Manager
Docs:
Proposal PDF, bid packet

LEGAL COMMITMENT

05
Contract packet

Signed agreement, required notices, cancellation language, state-specific clauses, financing terms, timestamps.

Owner:
CRM Manager
Tools:
DocuSign or e-sign
Docs:
Contract, notices, warranty terms

IF APPLICABLE

06
Insurance claim

Carrier estimate, claim number, adjuster scope, deductible-compliance language, and homeowner permissions.

Owner:
Insurance/supplement owner
Docs:
Claim docs, carrier scope

INSURANCE GAP

07
Supplement package

Compare carrier scope to contractor scope, attach evidence, line items, measurements, code/manufacturer support.

Owner:
Supplement owner
Docs:
Supplement, approval/rejection

QUICKBOOKS

08
Accounting record

Customer, job, deposit, progress invoice, final invoice, payment status, refunds, receipts, and sync rules.

Owner:
Accounting / office
Tools:
QuickBooks, payment processor
Docs:
Invoices, receipts, payment log

OFFICE TO FIELD

09
Production packet

Work order, permit, material order, color selections, crew notes, safety notes, subcontractor docs, delivery details.

Owner:
Production Manager
Docs:
Work order, PO, delivery ticket

HIDDEN DAMAGE

10
Change order

Decking, ventilation, scope change, approval record, pricing change, and customer acknowledgment.

Owner:
Production Manager / CRM Manager
Docs:
Change order, photos, approval

CUSTOMER PROOF

11
Closeout packet

Completion photos, final invoice, paid receipt, workmanship warranty, manufacturer warranty registration, care notes.

Owner:
CRM Manager
Docs:
Closeout packet, warranty, receipt
Stage notes

Lead and communication record

01

Every conversation must attach to the job.

Forms, call notes, SMS, email, chat, appointment choices, and source tracking should live against one homeowner/property record.

Inspection and measurement records

02

The field visit becomes evidence.

Photos, notes, roof measurements, damage documentation, access constraints, ventilation/decking observations, and estimator corrections become the basis for scope and pricing.

Estimate worksheet

03

The internal math stays internal.

Materials, labor, waste, overhead, margin, supplier assumptions, and subcontractor costs need to be calculated before the homeowner-facing proposal is generated.

Proposal / bid

04

The homeowner-facing decision packet.

The proposal should explain scope, materials, specifications, exclusions, approximate timing, payment procedure, warranty summary, and optional choices without exposing internal margin math.

Contract packet and e-signature

05

The legal commitment layer.

Signed contracts, required notices, cancellation language, state-specific clauses, warranty terms, financing terms, and approval timestamps need clean storage and retrieval.

Insurance branch

06

Storm work needs a separate document path.

Carrier estimates, claim numbers, adjuster scopes, photo evidence, supplement packages, depreciation notes, and deductible-compliance language must be handled carefully.

Accounting and payments

07

QuickBooks or the accounting system becomes source of truth.

Customer, job, invoice, deposit, progress invoice, final invoice, receipts, payment status, refunds, and financing/payment records need clear sync rules.

Production paperwork

08

The crew needs the right packet.

Work orders, permits, material orders, color selections, crew notes, safety notes, subcontractor docs, delivery details, and change orders must move from office to field.

Closeout packet

09

The homeowner leaves with proof.

Completion records, final photos, paid receipt, workmanship warranty, manufacturer warranty registration, care notes, and review/referral requests close the loop.

RESTORIZE ENABLEMENT

Roofing Company Onboarding Into Restorize

This is how Restorize should onboard a contractor: first understand the company workflow, then decide which software pieces we provide, integrate, replace, or postpone.

Roofing Company Onboarding Into Restorize Flowchart

How a real roofing company gets mapped, configured, tested, launched, and turned into repeatable proof.

Baseline
Inventory + Map
Gap Audit
Configure + Integrate
Launch + Proof

TENANT / PARTNER

01
Roofing company

Company identity, owners, service area, licensing posture, insurance, volume, team roles, and constraints.

Owner:
Owner / Restorize onboarding
Docs:
Business profile, licenses, insurance

CURRENT STACK

02
Tool inventory

Website, forms, phone, SMS, CRM, estimator, measurement, proposal builder, e-sign, accounting, payments, storage.

Owner:
Restorize onboarding
Docs:
Tool register

CURRENT PAPERWORK

03
Document inventory

Estimates, proposals, contracts, invoices, change orders, warranty language, insurance forms, closeout packets.

Owner:
Restorize onboarding
Docs:
Template library

ACTUAL PROCESS

04
Workflow map

Map how a job moves today from lead to closeout, including owners, handoffs, duplicate entry, and weak spots.

Owner:
Restorize + contractor
Docs:
As-is workflow map

KEEP / REPLACE / BUILD / DEFER

05
Gap audit

Decide which tools stay, which get replaced, which integrations matter, which workflows must be built, and which automations are too risky.

Owner:
Restorize operator
Docs:
Gap matrix, risk list

SYSTEM SETUP

06
Restorize configuration

Lead capture, CRM stages, required fields, estimate templates, proposal templates, contract/e-sign flow, portal states.

Owner:
Developer / operator
Tools:
Website, CRM, RoofRecon360, portal

HANDOFFS

07
Integrations

Forms, phone, SMS, email, QuickBooks, payments, storage, scheduling, photo docs, supplier workflow, review requests.

Owner:
Developer / operator
Tools:
APIs, webhooks, manual bridges

BEFORE LIVE VOLUME

08
Dry runs + training

Run sample jobs through intake, inspection, proposal, contract, invoice, production, closeout, and review request.

Owner:
Restorize + contractor team
Docs:
SOPs, training notes

SMALL BATCH

09
Controlled launch

Throttle lead volume, review every estimate, contract, invoice, production handoff, closeout, and customer message.

Owner:
Operator + contractor
Docs:
QA log, issue list

REPEATABLE MODEL

10
Proof + scale

Track response time, estimate time, close rate, gross margin, DSO, review velocity, job photos, and deployment lessons.

Owner:
Restorize leadership
Docs:
Proof packet, KPI dashboard
Stage notes

Baseline discovery

01

Who is the company and what can it legally do?

Collect company identity, licenses, insurance, service area, roles, owner approvals, current volume, current pain points, and operating constraints.

Tool inventory

02

What do they already use?

List website, forms, phone, SMS, CRM, estimator, measurement provider, proposal builder, e-signature, QuickBooks/accounting, payments, financing, storage, scheduling, and review tools.

Document inventory

03

What paperwork already exists?

Collect estimates, proposals, contracts, invoices, change orders, warranty language, insurance templates, closeout packets, and any attorney-reviewed language.

Workflow mapping

04

How does a job move today?

Map the actual contractor lead-to-close workflow against the typical pipeline so gaps, duplicate entry, weak handoffs, and missing owners become visible.

Gap audit

05

Keep, replace, build, defer.

Decide which tools stay, which tools are replaced, which integrations are needed, which workflows Restorize must build, and which automations are too risky for day one.

Configuration

06

Turn the mapped process into working software.

Configure lead capture, CRM stages, required fields, estimate templates, proposal templates, contract/e-sign flow, accounting sync, portal states, compliance gates, and notifications.

Dry runs and training

07

Prove the handoffs before real lead volume.

Run sample jobs through intake, inspection, proposal, contract, invoice, production, closeout, and review request while training the owner and team on each stage.

Controlled launch

08

Start small and inspect everything.

Throttle lead volume, review every estimate/contract/invoice/closeout, collect screenshots and logs, fix workflow gaps, and only automate steps that prove repeatable.

Scale and proof

09

Turn operations into a repeatable deployment model.

Track response time, estimate time, close rate, gross margin, days sales outstanding, review velocity, job photos, and lessons that become the next contractor onboarding template.

THE SHAPE OF IT

One model. Demand, operations, media, and one proof company.

UMBRELLA · OWNED BY APS

Restorize Roofing

The repeatable AI-operated roofing business model. The asset APS is building and selling.

PRODUCTIZED LAYER

The System

The brain.

The Restorize Operating System. Paperclip + Agent Zero + Hermes + Claude. Five operating pods + three utility agents + one human in the field.

Read →
PRODUCTIZED LAYER

Google Discovery

The demand foundation.

Google Business Profile, local SEO, Google Ads, conversion tracking, and attribution create the first reliable demand-capture layer before media amplification.

Read →
PRODUCTIZED LAYER

Peak Growth

The voice.

Seven named agents (SCOUT, SCRIBE, LENS, GATE, POST, PULSE, ECHO) reach the ICP across Facebook, Instagram, Pinterest, Nextdoor, plus the AI-citation lane (Reddit + YouTube). Sold standalone too.

Read →
FIRST LIVE VALIDATION COMPANY

Silver Loon Roofing LLC

The actual Minnesota roofing company being onboarded onto all three Restorize layers. Princeton, MN HQ. BC license in progress. Twelve-city North Central Minnesota service area.

See the company →
THE PERSON THE WHOLE SYSTEM IS BUILT AROUND

Start with the Ideal Customer Profile.

The decision-maker on a residential roof replacement is no longer the husband at the kitchen table. She is a woman, roughly 35 to 55 years old, doing all of her contractor research on her phone — scrolling reviews, scanning social, browsing Pinterest, comparing websites — long before she ever picks up the phone.

Every page on this site, every campaign brief, every paid-ad targeting pack references back to one canonical narrative. If you read one page first, read this one.

Read the ICP narrative
ICP AT A GLANCE
Age range
35–55
Sweet spot
35–44
Median HHI
$132,700
Mobile-first searches
72%
Reviews-trust window
~3 months
AI-search adoption
11% (doubled YoY)
FLAGSHIP PRODUCT SURFACES

Two near-term product surfaces have their own deep-dive pages.

One closes the see-the-price-first leak at the top of the funnel. The other anchors the entire job lifecycle to a shared 3D model — and lets the homeowner see the actual installing crew's prior work before they ever step on her roof.

RoofRecon360

The 2-minute instant 3D quote. The entry point to the entire pipeline. Closes the see-the-price-first leak that costs the average roofer 30–40% of inbound leads.

Read the deep-dive →

Client Project Portal

The lifecycle portal that anchors every job to the same 3D model — homeowner, adjuster, and crew lead each get their own role-based view. The moat that no other instant-quote tool has.

Read the deep-dive →
FOR THE INVESTOR · OR THE CONTRACTOR · OR THE REGULATOR

Four supporting pages that back up everything above.

Economics

90/10 token routing. Channel cost-per-lead and close-rate. Budget allocation framework. Why the math works at any scale.

Read →

Compliance moat

Why most roofers can buy software but none can buy the read-only behaviour file + fail-closed scanner that defends every customer-bound draft.

Read →

Resources

Every numeric claim on this site links here. Seventy citations across customer research, discovery behavior, reviews, AI search, channel economics, and statutes — organized by topic.

Read →

About

Restorize · Silver Loon · APS · Jimmy. Each as a distinct entity, with the relationships between them.

Read →
FOR PROSPECTIVE INVESTORS · LICENSEES · PARTNERS

Want to see the deck, the financials, or run a deployment in your state?

Email goes to Jimmy directly. Reach out, and we'll get materials in front of you the same week.

Request investor materialsOr read the About page first
PRODUCTIZED LAYER 1 OF 3 · THE BRAIN

The Restorize Operating System.

Four pieces of software, all open-source or industry-standard, plus a pinned set of agent profiles and universal skills. Paperclip runs the company; Agent Zero runs the C-suite; Hermes runs the Marketing Director; Claude runs the highest-stakes work. The local LLMs on the office GPU run everything else at zero marginal cost. The investor or reviewer does not need to know how each piece works — only what it does.

IMAGE SLOT · #9THE SYSTEM HERO · Paperclip nervous-system topology, satellites, two runtime nodes
SECTION 1 · THE FOUR FOUNDATION TOOLS

Open-source where it counts. Cloud where the stakes are highest.

Paperclip

The company OS.

Org chart, tickets, budget caps, audit log, approval queue, Routines (the webhook-driven event trigger that makes the under-sixty-second SLA real). Open-source, MIT-licensed, self-hosted on the company VPS. Replaces "the office building."

Agent Zero

The runtime that the C-suite agents run inside.

Native sub-agent spawning via call_subordinate — the Compliance specialist can spin up a "look at this one contract" subordinate, hand it the file, get the answer back, dismiss it. The mature MCP ecosystem covers social APIs, ops tools, finance, compliance. Containerized, profile-driven.

Hermes

The runtime the Marketing Director runs inside.

Built by Nous Research. Persistent, self-improving memory — gets better at coordinating the marketing operation over time via auto-written SKILL.md files. Not a publisher: Hermes briefs Peak Growth (the third productized layer) and gates its responses through the CCO scanner.

Claude

The cloud language model used for the highest-stakes work.

Anything legally exposed. Anything customer-facing in writing. All statute-driven work. Used sparingly — the local models running on the office GPU handle ~90% of the token volume at zero marginal cost. Sonnet 4.6 is the default; Opus 4.7 for the gross-misdemeanor-exposure tasks.

WHY THIS MIX

Seats where iteration compounds → Hermes. Seats where tool coverage and hierarchy matter → Agent Zero.

Marketing Director is the only seat where compounding beats tool-coverage — the marketing brief patterns get better month over month if the agent can keep its own memory. Every other seat (Compliance, Operations, Sales, Finance) wants depth on tools, sub-agent spawning, and a strict read-only governance file. That is Agent Zero. Paperclip sits above all of them and never gets into the weeds with each spawned specialist.

SECTION 3 · ORG CHART · LAUNCH SHAPE

Five operating pods, three utility agents, one human in the field.

"Pod" means a function-level grouping of one or more agents under a department head. Each pod has a written charter, documented decision rules, a budget, and a human-approval threshold table for any decision above its authority. Pods can spawn additional specialist sub-agents on demand for high-volume or high-skill tasks.

CCO — Compliance

Agent Zero · hire #1

Sits above the tool suite, scans every customer-facing draft against MN Stat. § 325E.66 + the 14-factor independent-contractor test + BC license-scope rules. Fail-closed: uncertain equals reject. Profile mounted read-only at the container level so the agent cannot rewrite its own governance.

COO + CRM — Operations

Agent Zero · hire #3

Webhook-driven lead intake (the under-sixty-second SLA lives here). Voice AI triage. SMS routing. Scheduling. Dispatch. Material orders. Permit pulls. Install-day coordination.

Proposal + Scope — Sales

Agent Zero · under COO

Aerial measurement. Scope-of-work assembly. Proposal generation. Scope review against Xactimate (the "Scope Review Assistant" — the homeowner-facing alias for what is internally Supplement Sniper). Contract drafting, with a CCO scan before any send.

CFO — Finance

Agent Zero · hire #7

Cash in, cash out. Invoices on milestone completion. 1099 sub payments. Year-end reporting. Job costing per project. Margin-floor block: if a proposal lands under the floor, the CFO blocks the send pending owner sign-off. QBO sync.

Marketing Director — Marketing + Optimization

Hermes · hire #2

Owns the full marketing portfolio: search, paid ads, social, physical advertising, brand. Briefs Peak Growth. Routes HIGH-tier drafts to the CCO compliance gate. Compounds vendor brief patterns over time via persistent memory.

UTILITY AGENTS · CLAUDE LOCAL · READ-ONLY
  • Daily DigestA one-page morning summary across all pods to the human owner.
  • Weekly Ops ReviewMonday dashboard.
  • Anomaly DetectorPattern watchdog — lead-intake spikes, conversion drops, sub-cert expirations within 30 days, cloud LLM cost trends.
FIELD QC · THE ONE HUMAN IN PRODUCTION

Pre-estimate roof walk. Pre-contract scope confirm. Pre-install material/permit/weather check. Install-day photo checkpoints. Closeout walkthrough. Tooling: RoofProof Pro (a Company Cam integration with EXIF GPS, time-stamped trails, AI-vision damage classification, branded PDFs).

Why a human owns this — permanently: agents cannot validate decking softness, flashing detail, ventilation reality, or magnet sweep at closeout. A human owns it. Period.

SECTION 4 · UNIVERSAL SKILLS

Two pinned skills are mounted on every agent in the fleet.

compliance.md

Encodes MN Stat. § 325E.66 (storm-damage), § 181.723 (the 14-factor independent-contractor test, effective March 2025), the BC license scope (roofing + gutters + fascia + soffit + siding only), the Scope Review Assistant alias rule, the Peak Growth review-gate hand-off, the 1099 labor-model rules, the approval-threshold lookup table, and the pre-license language guardrails. Mounted read-only inside every Agent Zero container.

model-routing.md

Three-tier routing policy. Tier 1 (Gemma 7B local, $0) for intent classification, SMS triage, simple FAQ matching. Tier 2 (Qwen 30B-A3B local, $0) for drafts, internal reports, structured extraction, date math. Tier 3 (Claude Sonnet/Opus cloud, $) for anything customer-facing, anything legally exposed, all statute-driven work. Target: ≥90% local · ≤10% cloud, by token volume.

WHERE TO READ NEXT

The brain runs the system. The hands do the work.

Top Dogs Toolbelt

The 11 tools the pods govern — CRM, proposals, photos, storms, supplements, aerial, portal, voice, reviews.

Read →

Peak Growth

The third productized layer — marketing, social, content. Seven named agents.

Read →

Compliance Moat

Why the read-only behaviour file + the fail-closed scanner together are the actual moat.

Read →
THE ICP · WHO ACTUALLY PICKS THE ROOFER

The decision-maker on a residential roof replacement is no longer the husband at the kitchen table.

She is a woman, roughly 35 to 55 years old, living in a home that is typically twenty-five years old or older. She does all of her contractor research on her phone — scrolling reviews, scanning social, browsing Pinterest, comparing websites — long before she ever picks up the phone to call anyone. Industry research is unambiguous on this. Every honest survey of who actually picks the roofer lands in the same place. Most local roofing marketing is still built for the wrong person.

We use the term ICP — Ideal Customer Profile — throughout this site for the buyer described below. It is the same concept other teams sometimes call "customer persona" or "customer avatar." We standardized on ICP. Every page on this site, every campaign brief, and every paid-ad targeting pack references back to the narrative on this page.

IMAGE SLOT · #12ICP HERO · over-the-shoulder, woman researching roofers on phone, no face visible
SECTION 2.1 · WHO SHE IS

A millennial or older Gen X woman, mid-thirties to mid-fifties, in the highest-earning bracket of any generation alive.

The numbers behind that profile are so consistent across surveys that they have stopped being arguable. Women account for roughly 85% of all consumer purchases and influence 91% of home-related purchase decisions. They make about 65% of all home remodeling decisions. Among the people most likely to be hiring a contractor right now, 78% of millennials have done active home upgrades in the past year — the highest of any generation.

The sweet spot is even tighter. Women aged 35 to 44 are the highest-earning bracket of any generation alive, with a median household income of around $132,700. Millennials are also 82% more likely than other buyers to purchase fixer-uppers rather than new construction — meaning they actively hire contractors on older homes they have already chosen to keep and improve.

Marketing that doesn't reach her is marketing that misses the decision.

PROFILE AT A GLANCE
Women's share of consumer purchases
85%
Influence on home decisions
91%
Share of remodeling decisions
~65%
Millennials with active upgrades (past year)
78%
Sweet-spot age range
35–44
Sweet-spot median household income
$132,700
Millennials more likely than peers to buy fixer-uppers
82%

Sources: Nielsen / Federal Reserve · Kleber & Associates · LendingTree 2025 · Bank of America Millennial Home Improvement · Fortune / NAR 2026. Full citations on the Resources page.

SECTION 2.2 · WHAT SHE VALUES

She is not impressed by yard signs or radio jingles.

She values what an investor or an engineer values: trust signals, real evidence, and respect for her time. Four things compound her decision before she ever calls.

Trust and credibility

Professional presentation. Real photos of the team. Clear credentials. Evidence the company actually exists at the address it claims.

Reviews from real customers

She reads them carefully — not just the star count. Recency matters as much as volume. Roughly three out of four homeowners only trust reviews from the last three months.

Transparent pricing

78% of homeowners are more likely to call when pricing is visible on the website. The instant 3D quote on RoofRecon360 exists for exactly her.

Responsive communication

Companies that respond inside one minute see up to a 391% lift in lead conversion. The under-sixty-second SLA is not a brag — it is the floor she expects.

SECTION 2.3 · HOW SHE ACTUALLY FINDS A ROOFER

She is not picking a channel. She is cross-referencing across two or three of them at once.

The most authoritative source on this question is the 2026 Roofing Contractor Homeowner Survey, fielded nationwide with Roofle Technologies and Owens Corning as research partners. It was a multi-select survey. Respondents could pick every method they use. That is why the percentages add to well over 100% — and that is the single most important fact about the channel mix.

Channel she usesShare
Word-of-mouth (friends · family · neighbors)74%
Repeat business with a known contractor62%
Online search engines (Google)54%
Social media (Facebook · Instagram · Nextdoor)25%
AI search (ChatGPT · Google AI Overviews · Perplexity)11%

AI search alone doubled from 2025 to 2026. Source: RC 2026 Homeowner Survey.

A 42-year-old homeowner whose roof started leaking last week.

She asks her sister-in-law and two neighbors. She remembers the gutter guy from two years ago and considers calling him. She also Googles "best roofers in [town]" to see who else is out there. Then she scrolls a Facebook neighborhood group to see if anyone has posted recently.

That one homeowner is counted in four of the rows above. She is not picking a channel. She is cross-referencing across four of them.

THE CRITICAL INSIGHT ABOUT WORD-OF-MOUTH

Word-of-mouth is still number one — but it no longer stands alone. Referrals do not replace online research; they trigger it. A neighbor says "we used ABC Roofing." The homeowner immediately Googles "ABC Roofing reviews." Reads them. Checks the website. Then calls. Even referral customers are judging the contractor's online presence before they ever pick up the phone.

Being visible on Google alone isn't enough. Being present everywhere she checks — and consistent across all of it — is how the company wins the call. The four publishing channels Peak Growth runs (Facebook, Instagram, Pinterest, Nextdoor) plus the AI-citation lane (Reddit + YouTube) exist for exactly this reason.

SECTION 2.4 · THE GENERATIONAL SPLIT

Millennials lean way more on social. The split is not subtle.

The younger the buyer, the more she leans on search and social to find contractors. The 2025 Roofing Contractor Homeowner Survey, broken down by generation:

GenerationUses social to find contractors
Millennials40%
Gen X27%
Boomers15%

The primary buyer — millennials and the younger half of Gen X — is the most digitally dependent generation in roofing history. A meaningful portion of the 74% "word-of-mouth" number, for her, is Google reviews and Facebook or Nextdoor recommendations — not conversations over the back fence.

Marketing built around social proof and reviews is not a Gen-Z tactic. It is the way her generation actually does word-of-mouth in 2026.

IMAGE SLOT · #18ICP GENERATIONAL SPLIT · 3 silhouettes with descending social-graph density
SECTION 2.5 · HER JOURNEY

From problem to phone call: 72 hours, 5.5 interactions, a top-3 shortlist.

Understanding the journey explains why multi-channel visibility wins. She does not deliberate. She scans.

72 hrs

Median window from problem to first phone call

PM Magazine

5.5

Average company interactions before contact

Industry research

≤ 3

85% contact 3 companies or fewer

RC Homeowner Survey

6 PM – 12 AM

Emergency search peak — when most offices are closed

Hook Agency

40%

Decision substantially made before the phone rings

Industry research 2026

STRATEGIC IMPLICATION

Companies that capture leads after hours — through a chatbot, an instant-quote tool like RoofRecon360, online scheduling, or a fast-response SMS system — win the high-intent customers their competitors miss overnight. The under-sixty-second SLA and the instant-quote widget exist for exactly this window.

SECTION 2.6 · ON HER PHONE

Roofing is now a mobile-first purchase. The data is unambiguous.

IMAGE SLOT · #17ICP MOBILE JOURNEY · 5 stacked phone screens showing the cross-channel research path
  • 72%of roofing searches happen on mobile (Invoca).
  • 90%of traffic to local business listings comes from mobile (FranceNum).
  • 76%of "near me" searches result in a related business visit within 24 hours (Google).
  • 46%of all Google searches have local intent (LocalIQ / Whitespark).
  • 400%+growth in "open now near me" searches in recent years (Google data via Guest Suite).
  • 44–58%click share captured by the top 3 listings in the Google Map Pack (SearchScaleAI 2026).
  • 60–90%of roofing leads originate from the Google Map Pack (Blue Aspen Marketing).

The website's mobile-first build, the Map Pack optimization, and the per-city SEO/AEO/GEO matrix are the foundation for this. None of them are optional for the ICP.

SECTION 2.7 · WHAT MAKES HER CALL

The decision is largely scanned, not deliberated.

She is on her mobile device. She is reading reviews. She wants to see pricing. She eventually calls the first company that already looks credible from everything she has seen on screen.

Decision factorFigure
Online reviews rated "very/extremely important"67%
Homeowners more likely to call when pricing is on the website78%
Homeowners who hire the first company that appears trustworthy40%
Revenue uplift per 1-star Google rating improvement (4.0 → 5.0)~45%
Homeowners who avoid companies rated below 4 stars87%
Homeowners who only trust reviews from the last 3 months74%
Roofers who still don't show any pricing online33%

Independent surveys across the trades for two years now have converged on the same finding: the modern homeowner wants a price range before any human contact. Roughly 73% of homeowner respondents prefer "see the price first" over a phone call. When she has to fill out a contact form and wait two days for a callback to get a number, a meaningful percentage simply move on to whichever competitor gives her an instant range.

This single behavior — the demand for a fast, believable price before any conversation — is the single largest leakage point in the small-roofer funnel. It is exactly what RoofRecon360 is built to close. The 30–40% inbound-lead loss attributable to slow first-contact response is the back half of the same problem; the under-sixty-second SLA closes that one.

WHERE TO READ NEXT

Now that you know who she is, see the system built around her.

The System

How the operating system answers her in <60s and produces a compliant proposal in <2h.

Read →

Peak Growth

How the marketing layer reaches her on the four channels she actually uses.

Read →

RoofRecon360

How the 2-minute instant 3D quote closes the see-the-price-first leak.

Read →
DISCOVERY LAYER · GOOGLE BUSINESS · SEO · GOOGLE ADS

Google is the foundation of roofing demand.

Before Peak Growth can amplify the brand, the contractor needs the Google foundation: a strong Business Profile, local SEO that earns organic discovery, and paid search that captures homeowners who are actively looking for a roofer now.

Local visibility owner

Google Business Profile

The Map Pack and trust surface.

Claim, verify, complete, and maintain the profile: categories, service area, hours, phone, website, services, photos, posts, reviews, Q&A, messaging options, and performance reporting.

SEO owner

Local SEO

The website and content foundation.

Make the site understandable to Google and useful to homeowners: service pages, city/service-area pages, roof replacement and repair content, schema, internal links, technical health, and Search Console monitoring.

Paid search owner

Google Ads

The high-intent paid lead layer.

Run campaigns for searches with buying intent: emergency repair, roof replacement, storm damage, free estimate, financing, and city-specific service terms. Track calls, forms, booked inspections, and cost per qualified lead.

Media Director

Peak Growth handoff

The Media Director amplifies what Google proves.

Search data, real jobs, reviews, questions, and seasonal demand become content briefs for Peak Growth. Google shows what people want; Peak Growth turns that into proof, social content, and follow-up demand.

GOOGLE PIPELINE

Search demand needs its own operating pipeline.

This is the missing Discovery layer: what gets set up, what creates demand, what gets measured, what moves into the CRM, and what becomes content fuel for the Peak Growth Media Director.

01

Set foundation

Business Profile, Search Console, analytics, call tracking, conversion events, and clean landing pages.

02

Capture intent

Map Pack, organic rankings, Google Ads, call assets, lead forms, and estimator entry points.

03

Qualify traffic

Track query, source, city, service type, urgency, phone/form outcome, and booked inspection rate.

04

Feed operations

Push qualified leads into CRM with attribution, contact details, roof concern, and campaign context.

05

Feed media

Send reviews, questions, completed jobs, photos, and winning search themes to Peak Growth.

Google Discovery Pipeline

How Google Business Profile, local SEO, and Google Ads create qualified discovery before Peak Growth turns proof into broader demand.

PRODUCTIZED LAYER 3 OF 3 · THE VOICE

Peak Growth Command Center.

The third productized layer of the Restorize umbrella, owned by Agentic Personnel Solutions. Seven named AI specialists run a coordinated social and content operation across the four publishing channels the ICP actually uses — Facebook, Instagram, Pinterest, Nextdoor — plus the AI-citation lane (Reddit + YouTube). For Silver Loon and any full-Restorize licensee it is woven into the company; for roofers who want only the marketing layer it is also sold standalone.

IMAGE SLOT · #11PEAK GROWTH HERO · 7 agent streams converging through hub into 4 channels
TWO DEPLOYMENT SHAPES · SAME ARCHITECTURE

Woven into the company. Or sold to the company next door.

Woven in

For Silver Loon and any full-Restorize licensee.

The Marketing Director seat (Hermes) hires and manages Peak Growth as the social-and-content operation. Brand and color system are shared. Drafts flow back through the CCO compliance gate. The whole operation feels native to the company. The "vendor on a separate VPS" detail is correct as a deployment choice — it isolates the social/content compliance surface — but Peak Growth is APS's product, not someone else's.

Standalone

For roofers who want only the marketing operation.

Same architecture. Same agents. Same compliance-gate pattern. Deployed on the customer's own VPS (Hostinger KVM 4 recommended baseline). The customer purchases per the standalone tiers below. The "if Jimmy disappears" handoff clause applies on cancellation — written runbook + access transfer + 30 days of on-call at no charge. The customer owns every credential at every layer.

SECTION 1 · THE 7 NAMED AGENTS

One job each. Together, one publishing operation.

IMAGE SLOT · #20PEAK GROWTH 7 AGENTS · pipeline graph with 7 named nodes and lane connections

SCOUT

Research / intelligence

Polls roofing trade press, manufacturer newsrooms, NWS / NOAA, Reddit homeowner threads, Google Trends, and People Also Ask every morning. Scores 20–30 content opportunities into the knowledge base by 7 AM.

CADENCE · 06:00 daily

SCRIBE

Drafting

Pulls the top 3–5 opportunities, drafts 2–3 structural variants per post (storyteller / educator / spotlight / urgent), enforces brand voice from prior posts in the knowledge base. Never fabricates statistics.

CADENCE · 07:00 daily

LENS

Image generation

Routes among 3 pinned roofing-specific image-gen skills (Premium Roof Showcase / Roofing Image Generator / Roofing Branding Image Generator). Hard rule: real completed jobs always use real photos; AI imagery is reserved for educational, conceptual, or brand-mascot content. Two aspect ratios per post.

CADENCE · 07:00 daily

GATE

Approval queue manager

Auto-classifies risk tier (LOW / MEDIUM / HIGH), routes to the right approver, schedules approved posts. HIGH-tier drafts route through the CCO compliance gate before publish.

CADENCE · 07:30 daily

POST

Publishing

Handles Meta Graph API + Pinterest API with rate-limit awareness, retry/backoff, and 60-day token refresh. Nextdoor stays human-published (no public API). Reddit stays read-only via PRAW (commenting is human, non-negotiable for authenticity).

CADENCE · Continuous · staggered through 08:00–10:00

PULSE

Engagement monitor

Watches comments, DMs, mentions, tags. Auto-responds to FAQ-level queries with the required Meta bot disclosure. Flags real leads for human response within a 5-minute SLA. Escalates negative sentiment.

CADENCE · All day

ECHO

Analytics

Daily metrics pull, weekly digest, monthly report. Tracks AI-citation share-of-voice across ChatGPT, Perplexity, Gemini, Bing Copilot, and Google AI Overviews.

CADENCE · 17:00 daily · weekly Mondays · monthly 1st

THE CONTROL-PLANE / REASONING-PLANE SPLIT

n8n schedules, triggers, and publishes. Agent Zero reasons, drafts, and classifies. Never the other way around.

This split keeps the publishing path deterministic (and testable) and the reasoning path swappable (different models, different prompt strategies, different skill files) without touching the trigger infrastructure.

SECTION 2 · CHANNEL MIX

Four publishing channels, one intelligence channel. Every other platform earns its place later.

ChannelCadenceWhy this is the right call
Facebook1 post / weekday + always-on Meta Ads + comment triageThe buyer is here. Comment triage is where a missed reply at 7:42 PM becomes a competitor's lead at 7:45 PM.
Instagram1 post / weekday + Stories on jobsite days + Reels when real footage existsRoofing is a visual category. Instagram is where the quality of work sells itself.
Pinterest2–3 pins / week × 3–5 boards eachThe single most female-skewed planning platform on the internet. Most local roofers skip it.
Nextdoor2 posts / week — drafted by Peak Growth, published manually by humansHighest-trust local channel. 77% of users are homeowners. 161% more likely than average to be remodeling.
Reddit (intelligence + authority)2–3 thoughtful comments / week, human-ledQuiet authority compounding. ~43% of ChatGPT citations come from Reddit-sourced content.

TikTok and YouTube Shorts are deliberately Phase 2 — the moment the contractor's crew starts capturing real 60-second vertical footage on every job, those channels get added to the same pipeline at no additional infrastructure cost. No AI-generated video. Roofing buyers can smell faked content from a mile away.

SECTION 3 · THE COMPLIANCE GATE PEAK GROWTH CANNOT BYPASS

Every draft is tagged by risk tier before it leaves Peak Growth's VPS.

The operating company's Compliance specialist sits between the draft and the publish action. Peak Growth produces beautiful brand content. The Compliance specialist ensures none of it crosses the operative state's storm-damage statute.

LOW

EXAMPLES

Generic brand awareness, educational content, no compliance-adjacent language.

ACTION

Pass-through · logged.

MEDIUM

EXAMPLES

Pricing mentions. Scope-of-service mentions. Before/after promotions.

ACTION

Auto-scanned for license-scope drift and obvious factual errors.

HIGH

EXAMPLES

Anything touching insurance, claims, storms, deductibles, supplements, adjusters, carrier names, "free roof," or "no out-of-pocket."

ACTION

Full statute scan (the operating state's home-solicitation-sales statute) + license-scope check + restricted-language string-block. Sub-4-hour business-day SLA. APPROVE / REVISE / BLOCK.

SECTION 4 · STANDALONE PRICING

When Peak Growth is sold separately to a contractor who does not want the full Restorize package.

Three tiers on month-to-month after a 90-day initial commitment. Plus a one-time setup engagement and an optional ads-management add-on. The handoff clause applies on cancellation: written runbook + access transfer + 30 days of on-call.

Starter

$1,250 / mo

20–22 posts/month to Facebook + Instagram. AI-generated drafts with human-reviewed guard rails. Basic comment monitoring + monthly reporting.

Growth

$1,750 / mo

Daily weekday posting to both channels. Comment triage + reply suggestions. Monthly strategy refresh, promotions, storm-event content, reputation monitoring.

Authority

$2,500 / mo

Everything in Growth + priority edits, deeper analytics, campaign coordination, seasonal promos, ads workflow with human approval.

Setup fee · one-time

$1,500–$5,000

Meta setup, FB+IG linking, automation design, prompts, approval logic, escalation rules, testing, brand-asset onboarding.

Ads add-on · monthly

$750–$1,250 / mo

Excluding ad spend. Meta ads management with human approval. Higher end when active weekly campaign optimization.

WHERE TO READ NEXT

See how the voice connects to the rest of the system.

The ICP

Who Peak Growth is actually reaching, in detail.

Read →

Compliance Moat

How the HIGH-tier gate works — the read-only behaviour file, fail-closed scanner, 16-trigger approval table.

Read →

The System

The Restorize Operating System — the brain layer that runs everything else.

Read →
THE DOGFOODED FLAGSHIP

Silver Loon Roofing is not "an implementation." It is the literal build of the product, on the front end.

Restorize Roofing is the productized model. Silver Loon Roofing LLC is the actual licensed Minnesota company running on all three Restorize layers in production — Operating System, Top Dogs Toolbelt, and Peak Growth. APS dogfoods its own product to prove the system works before selling deployments to other licensed contractors. We use what we sell.

IMAGE SLOT · #8SILVER LOON HERO · lake-country MN home, golden hour, recently re-roofed
SECTION 1 · THE COMPANY AT A GLANCE

A real Minnesota roofing company under one human owner and a small subcontractor bench.

Entity
Silver Loon Roofing LLC
Headquarters
510 South Rum River Drive, Unit 1, Princeton, MN
County
Mille Lacs County
License category
BC — Residential Building Contractor (in progress)
License scope
Roofing · Gutters · Fascia · Soffit · Siding
Qualifying Person
Jimmy Davidson
Labor model
1099 subcontractors with monthly COI verification
Service area
12 cities across North Central MN / lake country
Marketing surface
43 cities / 129 service × location pages (intentionally broader than service area)
Operating tenant
Tenant #1 on Top Dogs Toolbelt; full-Restorize licensee
WHY WE DOGFOOD

The first market has to be operationally clean before the template ships.

The temptation in any AI-operated business is to flip the lead-gen switch on Day 1 and let volume reveal the bugs. The model does the opposite. The first jobs at Silver Loon are walked manually. Every contract is read by both the Compliance scanner and the human owner. Every install gets a closeout walkthrough. Every invoice is checked against the proposal. Bugs surface at low volume, get fixed, and only then does the marketing engine ramp.

Selling the template before this is proven would be irresponsible. Running the company ourselves means we feel every operational gap the moment it appears — and we fix it on our own rooftops before any other contractor inherits it.

SECTION 2 · ALL THREE PRODUCTIZED LAYERS, WOVEN INTO ONE COMPANY

Brain · hands · voice. One operating company. The way every full-Restorize licensee will run.

The System

The brain.

Paperclip + Agent Zero + Hermes + Claude run the company. Five operating pods + three utility agents + one human in the field.

Read →

Top Dogs Toolbelt

The hands.

Eleven AI-operated tools handle CRM, proposals, photos, storms, supplements, aerial measurement, the homeowner portal, voice, and reviews. Silver Loon is tenant #1.

Read →

Peak Growth

The voice.

Seven named agents reach the ICP across Facebook, Instagram, Pinterest, Nextdoor, plus the AI-citation lane. Marketing Director seat (Hermes) briefs and gates.

Read →
SECTION 3 · A REAL DAY OF WORK

What an inbound lead looks like inside the running company.

IMAGE SLOT · #22SILVER LOON JOB · mid-installation residential roof, crew back-to-camera, real-work feel
  1. 00:00A homeowner in Princeton submits her address to RoofRecon360 on the Silver Loon website. Her project record auto-creates in the integrated CRM.
  2. 00:02Two minutes later her phone shows the 3D model of her actual roof, per-segment measurements, a believable price range. She has not spoken to anyone.
  3. 00:45She taps "Schedule the inspection." The COO + CRM Pod gets the webhook, books the next available 48-hour slot, and confirms via SMS. Voice AI is on standby for the inbound side.
  4. + 28 hoursField QC (the one human in production) is on her roof with RoofProof Pro. EXIF-tagged photos, AI-vision damage classification, branded inspection PDF — all flowing into her portal.
  5. + 30 hoursProposal + Scope assembles the proposal in The Closer. CCO scans for §325E.66 compliance + BC scope drift. APPROVED. Sent.
  6. + 30 hours, 7 minutesShe opens the proposal. One-tap e-sign. Material order auto-fires.
  7. Install dayCrew lead sees the work order in the Client Project Portal — material list, install checklist, special instructions pinned to specific roof segments. Photos upload at every milestone.
  8. + 48 hours after closeoutCFO Pod issues the invoice via QBO. Reputation Rocket fires the review request. Project closes. The next homeowner is already in the funnel.
SECTION 4 · WHERE WE WORK

North Central Minnesota / lake country. Twelve cities, top five first.

Permit-priority cities first; the remaining seven follow as work materializes. The marketing surface is intentionally broader than the service area for AEO/GEO reach — but the marketing surface does not imply service availability outside the twelve service-area cities.

PERMIT-PRIORITY · TOP 5
  1. 01Princeton (HQ)
  2. 02Cambridge
  3. 03Mille Lacs Lake area (Onamia / Isle / Garrison)
  4. 04Brainerd
  5. 05Baxter
REMAINING · ADDED AS WORK MATERIALIZES
  1. 06Nisswa
  2. 07Pequot Lakes
  3. 08Crosslake
  4. 09Aitkin
  5. 10Little Falls
  6. 11Pine City
  7. 12Hinckley / Sandstone

Cities 6 through 12 are subject to confirmation pending the master architecture plan cross-check.

WHERE TO READ NEXT

Silver Loon proves the template. The template is the business.

The ICP

Who Silver Loon is actually selling to — the buyer the entire system is built around.

Read →

Economics

90/10 token routing. Cost model. Channel economics. Why the math works at any scale.

Read →

About

Restorize · Silver Loon · APS · Jimmy. Each as a distinct entity, with the relationships between them.

Read →
RESTORIZE FLAGSHIP PRODUCT · ROOFRECON360

A real number on her actual roof in two minutes — before she ever speaks to anyone.

The homeowner types her address. Satellite imagery renders her actual roof as an interactive 3D model, every segment labeled with area and pitch. She picks a material, sees a real price range computed from real measurements, and has a believable answer in hand. That's the entry point to the entire pipeline. It also closes the see-the-price-first leak that costs the average roofer 30–40% of inbound leads.

IMAGE SLOT · #3ROOFRECON360 VIEWER · interactive 3D model with per-segment area + pitch labels and material picker
SECTION 1 · THE INSTANT QUOTE IN FOUR STEPS

Two minutes. No contact form. No callback queue.

The entire flow takes roughly two minutes. The homeowner never fills out a contact form or waits for a callback — she has a real number before anyone in the company knows she visited. By the time she taps "Schedule the inspection," she's already pre-qualified herself on price.

TIME · 0:0001

Enter address

A single field on the company website. She types her address and taps go.

TIME · 0:1502

See her actual house

Satellite imagery of her real roof appears — not a stock photo, not a generic map tile.

TIME · 0:4503

Spin a 3D model

An interactive 3D model loads with every segment labeled: area, pitch, ridge, valley, eave, and gutter run.

TIME · 2:0004

Pick a material, see a price range

Live API to a roofing supplier. Real measurements × material × labor × waste factor. A believable, binding range.

She has a real number. She has a real picture of her own roof. She has not spoken to anyone.

SECTION 2 · FUSED MULTI-SOURCE MEASUREMENT

~98% accuracy. The same range EagleView occupies, at a different cost structure.

RoofRecon360's measurement accuracy is the result of a deliberately fused multi-source pipeline, not a single satellite feed. The fused output produces measurements in the same accuracy range EagleView's aircraft-imagery reports occupy25 — at a meaningfully different cost structure, and inside a 2-minute homeowner-facing flow rather than a paid B2B report.

Google Solar API22

~472M buildings · ~95% U.S. coverage. Roof imagery plus per-segment measurement and segmentation.

Public records

City and county assessor data, building permits, and property line records — corroborate satellite geometry.

3D mapping utilities

Several utilities providing structural 3D models of buildings and surrounding area.

Operationally protected

The exact composition of the fused pipeline is the product's protected operational design. That's deliberate.

ACCURACY STAT
~98%

of an in-person tape measurement — roughly the same range EagleView's aircraft-imagery reports occupy, at a meaningfully different cost structure.

The point — Accurate enough to anchor a binding new-roof estimate. Fast enough to anchor a contract pipeline.
SECTION 3 · THE QUOTE IS HONEST ABOUT WHAT IT ISN'T

New-roof installation only. Everything else is disclosed up front.

The estimate covers a new-roof installation only. What it excludes is disclosed on the quote screen, in the confirmation email, and in the contract template. Honesty up front is what makes the inspection conversation easy when it arrives — the homeowner already knows what the next step is for.

NOT INCLUDED IN THE INSTANT QUOTE
  • Tear-off or removal of the existing roof
  • Decking replacement
  • Soffit, fascia, or flashing replacement
  • Structural modifications
  • Underlayment upgrades or specialty membranes
  • Repair of any unseen damage to the roof system

Disclosed on the quote screen, in the email confirmation, and in the contract template.

WHY THE 48-HOUR INSPECTION MATTERS

Satellite cannot see decking softness.

The 48-hour in-person inspection is where real scope, ventilation reality, flashing detail, and storm damage get found. A trained human walks the roof, opens soffits where needed, and uploads everything to the same project record that holds the 3D model.

WHERE THE INSURANCE CONVERSATION BEGINS

The inspection is also where the insurance conversation begins, where it's appropriate and statute-permitted. Documented evidence is provided to the homeowner.

No public adjusting · no policy interpretation · no deductible payment or rebate

SECTION 4 · COMPETITIVE POSITION

Replaces Roofle. Complements EagleView.

Two incumbents own the instant-quote and aerial-report categories today. RoofRecon360 carves a deliberate position between them — the embeddable interactive 3D quote that Roofle never built, and the homeowner-front-end EagleView never wanted to build.

Feature
RoofRecon360
The new entrant
Roofle
2.4M quotes sent24
EagleView
$40–$75 / report25
HOVER
Smartphone-based26
Embeddable instant 3D quote●———
Per-segment pitch + measurements●—●●
Live supplier-API pricing●———
Built-in CRM●———
Photo pins on 3D model●———
Project lifecycle portal●———
Adjuster role-based view●———
Industry-standard claim report——●—
Replaces

Roofle

for lead capture. Interactive 3D, per-segment data, photo pins, supplier-API pricing, and a lifecycle portal that extends the homeowner experience past the quote.

Complements

EagleView

for high-stakes claim work. Still ordered when a deal moves toward signature on a documented insurance claim — EagleView's report backs the supplement.

WHERE TO READ NEXT

The quote is the door. The portal is the moat.

Client Project Portal

Once she schedules the inspection, the quote evolves into a full lifecycle portal anchored to the same 3D model.

Read →

Top Dogs Toolbelt

RoofRecon360 is one of eleven AI-operated tools. The full Toolbelt covers everything from intake through invoice.

Read →

The ICP

Why an instant 3D quote matters for the actual buyer — the woman doing all of her contractor research on her phone.

Read →
RESTORIZE FLAGSHIP PRODUCT · CLIENT PROJECT PORTAL

The lifecycle view that no other instant-quote tool has.

Every competitor in the instant-quote category ends the homeowner experience at the quote. RoofRecon360 plus the Client Project Portal extends it through warranty registration. Three role-based views — homeowner, adjuster, and crew lead — all anchored to the same shared 3D model. That continuity is the moat.

IMAGE SLOT · #4CLIENT PORTAL · 3D model with photo pins on south slope (hail bruising) + chimney flashing; status timeline + one-tap approve
SECTION 1 · THREE ROLE-BASED VIEWS, ONE SOURCE OF TRUTH

One 3D model. Three different ways of looking at it.

Once the homeowner schedules her inspection, the RoofRecon360 quote interface evolves into a full project record. Photos, documents, proposals, approvals, and crew information all live in one place — with a different lens for each person who needs to see it.

Homeowner viewPrimary view

My Roof, with photos pinned

  • —3D model of her actual roof
  • —Inspector photos pinned to specific segments
  • —Project status timeline
  • —Proposal with one-tap approval
  • —Documents and messages in one thread
  • —Company Cam portfolio of the specific crew installing her roof

The trust move: she sees the actual work history of the crew that will be on her property — before they arrive.

Adjuster viewClaims view

Damage zones plus storm-event data

  • —Same 3D model with damage zones highlighted
  • —Per-segment measurements for line-item validation
  • —NOAA storm event ID attached
  • —Inspection photos organized by damage type
  • —No pricing internals visible

Structured for supplement review — everything the adjuster needs, nothing they shouldn't see.

Crew Lead viewField view

Work order with photo checkpoints

  • —Full material list
  • —Installation checklist with completion photo upload
  • —Special instructions pinned to specific roof segments
  • —Pre-install and closeout photo checkpoints

Every field step is logged in the audit trail. Closeout walkthrough triggers the invoice.

SECTION 2 · WHY THE PORTAL IS THE MOAT

Four reasons this isn't just a UI improvement.

01

No competitor extends past the quote

Roofle ends at the quote. EagleView ends at the report. HOVER ends at the measurement. The portal turns a lead-gen widget into a relationship that runs through job closeout and warranty registration.

02

Adjuster view accelerates claim cycles

An adjuster who can view damage documentation in a structured portal — rather than receiving a disorganized email chain — is a faster-moving adjuster. That's a competitive advantage on supplement approval timelines.

03

Crew Cam portfolio builds trust before the truck arrives

The homeowner sees the actual Company Cam work history of the specific crew who will be on her property. No other small roofer does this. It's the single most direct trust signal available at signing time.

04

Every step is logged

The audit trail in the company OS captures every portal action. Every customer-facing surface that flows through the portal passes the compliance scanner before it reaches the homeowner.

THE BOTTOM LINE

Every other instant-quote tool ends the homeowner's experience at the quote.

RoofRecon360 plus the Client Portal extends it through warranty registration.

LIFECYCLE TOUCHPOINTS
  • 01Quote → schedule inspection
  • 02Inspection → damage documentation uploaded
  • 03Proposal → one-tap approval
  • 04Sign → crew dispatched
  • 05Install → photo checkpoints
  • 06Closeout → invoice within 1 hour
  • 07Invoice paid → review request triggered
  • 08Review posted → warranty registered
WHERE TO READ NEXT

One model. Eleven tools wrapped around it.

RoofRecon360

The 2-minute instant 3D quote that opens the relationship the portal extends.

Read →

Top Dogs Toolbelt

The full eleven-tool suite — CRM, proposals, photos, storms, supplements, voice, reviews — that surrounds the portal.

Read →

Silver Loon

The dogfooded flagship running the portal in production. The proof, not the product.

Read →
RESTORIZE ROOFING · ECONOMICS

Channel mix × close rate. A budget that compounds. And a 90/10 routing rule that keeps marginal cost flat as volume scales.

Three economic levers do almost all the work. Pick the right channels by cost-per-lead and close rate together, not in isolation. Allocate budget so that paid spend funds the build and earned channels carry the long term. And route at least 90% of agent token volume to free local inference so the cloud bill never gets within range of being the story.

IMAGE SLOT · #13ECONOMICS HERO · layered translucent curves suggesting compound vs paid trade-off
SECTION 1 · CHANNEL ECONOMICS

Cheap leads that don't close cost more than expensive leads that do.

Every roofing channel has to be evaluated on two numbers, not one. Cost-per-lead tells you what the door costs. Close rate tells you how many of those doors actually open into a paid job. Multiply them together and the rank-order of channels reorganizes itself almost completely. The cheapest paid channel is usually the worst. The free channels are usually the best. The one paid channel worth leaning on hard for immediate flow is Google's Local Service Ads, because the Google Guaranteed badge does the trust work for you.

Channel
Cost / Lead
Close Rate
Notes
SEO (after 12 months)
$5–$25
35–45%
Long-term, compounding. Lowest cost once established.
Google Local Service Ads
$25–$75
30–40%
Immediate leads with the Google Guaranteed badge. Highest-ROI paid channel.
Referrals
Free
40–60%
Best close rate of any channel. Limited by volume.
Nextdoor (organic)
Free
35–52%
Neighbors recommending the company. Extremely high trust.
Facebook Ads
$20–$85
15–25%
Reach plus brand awareness. Lower intent than Google.
Google Search Ads (PPC)
$80–$256
25–35%
Immediate visibility. Expensive. Cost climbing every year.
Lead Marketplaces (Angi, etc.)
$75–$200
8–15%
Shared leads with competitors. Lowest close rate. The bottom of the barrel.

Sources: SearchLight Digital Q1 202657; Pipeline On59; Built-Right Digital58; Roofing Revenue Marketing60. Citations on the Resources page.

The sweet spot is bracketed. Google Local Service Ads provide the immediate lead flow while the SEO investment is still maturing. Twelve to eighteen months in, SEO becomes the lowest-cost, highest-volume lead channel. Referrals and Nextdoor close best of all — but neither is a volume knob you can crank, so they sit alongside the other channels, not in place of them.

The Marketing+Optimization pod (Hermes as Marketing Director — read The System) tracks cost-per-lead and ROAS across SEO, paid search, paid social, Nextdoor, referrals, and offline channels in one dashboard. Budget moves to whatever is delivering for the ICP in the operating market.

SECTION 2 · BUDGET ALLOCATION FRAMEWORK

The mix shifts as the earned channels start working for free.

The question isn't how many dollars to spend on marketing — that depends on revenue, growth stage, and competitive market. The question is how to allocate whatever total marketing budget is set. Industry benchmark for scaling roofing companies is roughly 10–12% of revenue, with new-market entries spending 12–15% for the first six months.

Months 1–6

Growth

Paid share~42%

SEO/AEO/AIO investment is building but not yet producing volume. Immediate visibility comes from paid.

Months 7–12

Transition

Paid share~32%

SEO/AEO and structured content start producing organic leads. Review velocity is fully ramped.

Months 13–24

Mature

Paid share~22%

Roughly 48% of spend goes to compounding earned channels. Paid increasingly focuses on brand and retargeting rather than cold acquisition.

THE COMPOUNDING LOGIC

Every dollar invested in SEO, AEO, and AIO in months 1–6 keeps producing leads in months 13–24 and beyond. Paid ads stop producing the moment the spend stops. The mix shifts not because paid stops working — it works fine — but because the earned channels start working for free.That's the entire reason the Marketing+Optimization pod runs the AEO/GEO/AIO program from Day 1, even though it doesn't produce traffic for several months.

WHERE REVIEW VELOCITY AND CONTENT PRODUCTION LIVE

Review-request automation (Reputation Rocket) and Peak Growth content production are notin the paid-ads bucket — they're operational infrastructure that lives in the customer-acquisition layer of the cost model below. Their cost is largely fixed. They keep producing whether or not paid spend is on. That's part of why the model can sustain meaningful organic flow without burning cash on month-by-month media buys.

Strategic framework, not benchmarked truth. The percentages above are an industry-modeled allocation framework, not measured Silver Loon performance. Refined with real campaign data once flowing.

SECTION 3 · THE 90/10 TOKEN-ROUTING RULE

Route at least 90% of token volume to free local inference. Send only the legally exposed 10% to the cloud.

This is the single most important cost-control move in the stack — and it isn't a budget the owner has to police. It's an architectural rule, enforced by routing logic inside the company OS. The local tier (Gemma + Qwen running on the office GPU) handles drafts, classifications, internal reports, and most agent-to-agent traffic at zero marginal cost. The cloud tier (Claude) is reserved for the small slice that actually needs Tier-3 reasoning: compliance scans on customer-bound documents, proposal generation, contract language, and customer-facing communications.

IMAGE SLOT · #23ECONOMICS 90/10 ROUTING · amber-river split, 90% to local basin, 10% to cloud basin
Per-agent budget caps

Each agent has a monthly token budget. Hit the cap and the agent escalates instead of spending more. The cap is a guardrail, not a target.

Per-agent observability traces

Every cloud LLM call is attributed to a specific agent and a specific task. The Anomaly Detector watches the daily cost trend and pages on drift.

Architecturally bounded

The cloud-LLM portion is bounded by an architectural rule, not by a budget the human owner has to monitor manually. Volume can scale without the bill scaling.

PER-JOB MARGINAL COST
Voice AI intake (Twilio + ElevenLabs + Retell)sub-dollar / call
Cloud LLM — compliance scan, proposal, customer commssub-dollar to a few dollars / job
Local LLM — drafts, classifications, internal reports$0 marginal
TRADITIONAL SMALL ROOFER, COMPARABLE LIFECYCLE
$40 – $80 / job

In stitched-together SaaS, CRM seats, and proposal tools. The model here delivers a higher-quality lifecycle at meaningfully lower per-job marginal cost — and a tighter compliance posture on top.

Infrastructure is largely fixed. Volume is the leverage. Every additional job adds revenue without proportionally adding infrastructure cost.

SECTION 4 · THE COST MODEL

Three monthly buckets. Two of them mostly fixed.

The cost structure of an agentic roofing operation has three distinct lines. Agent infrastructure is largely fixed and capped. Customer acquisition scales with lead intake, on its own ledger. The operating-tool tenant fee depends on how the Toolbelt is billed (open: free dogfood for Silver Loon, Chief tier for the next licensee, or passthrough). The first two together are the part the investor needs to understand.

BUCKET 1 · AGENT INFRASTRUCTURE
ceiling $800 / mo
VPS hosting (single server)
COST.VPS.ANNUAL
$47.99 / mo
AEO / GEO tracker (Peec.ai Starter)
COST.AEO_GEO_TRACKER
$89 / mo
Cloud LLM tokens (the high-stakes 10%)
90/10 routing
usage-based, capped
Self-hosted observability (Langfuse)
on the VPS
included
Voice AI ceiling (separate from agent infra)
COST.VOICE_AI_CEILING
$200 / mo

The ceiling is the cap, not the run-rate. Most months land well under it.

BUCKET 2 · CUSTOMER ACQUISITION
  • ·Voice AI (Twilio + ElevenLabs + Retell) — capped around $200 / mo
  • ·Peak Growth Command Center operation (content + scheduling)
  • ·Google Ads spend (Search + Local Service Ads)
  • ·Meta + Pinterest + Nextdoor ad spend
  • ·Outbound prospecting

Scales separately on its own ledger because it follows lead intake, not operations. Sized by the budget allocation framework above, not by the infrastructure ceiling.

THE INVESTOR TAKEAWAY

The operating cost of the AI infrastructure is largely fixed at the tier of company we're describing, and the cloud-LLM portion is bounded by an architectural rule, not by a budget the human owner has to police every day. Customer acquisition is variable, but sized by a known framework against a known channel mix. Volume is the leverage. Every additional job adds revenue without proportionally adding infrastructure cost.

WHERE TO READ NEXT

The math is the floor. The compliance posture is the moat.

Compliance moat

Why the read-only behavior file plus the fail-closed §325E.66 scanner is the hardest part of this to copy.

Read →

The ICP

Who the channel mix is actually optimized for. The buyer the entire system is built around.

Read →

Resources

Every numeric claim above links here. Seventy citations across customer research, channel economics, and statutes.

Read →
RESTORIZE ROOFING · COMPLIANCE MOAT

Most roofers can buy software. None of them can buy compliance discipline.

Every customer-bound draft — contract, SMS, social post, ad, email — passes a five-question statute scan before it can leave the system. The decision rules are mounted read-only at the container level, so the agent literally cannot rewrite its own governance file. Sixteen specific triggers route every consequential decision to a human. Uncertain equals reject. That posture is the moat.

IMAGE SLOT · #14COMPLIANCE HERO · machined amber gate with vertical scan beam, architectural precision
SECTION 1 · THE FAIL-CLOSED §325E.66 SCANNER

Five questions. Any one ambiguous answer rejects the draft.

Minnesota Statute §325E.66 governs home-solicitation sales for storm-damage roofing. Violations are gross misdemeanors that can cost a license. Every customer-facing draft runs through the five questions below before it can route to publish. The scanner is fail-closed by design: every ambiguous case is a rejection. The reject path doesn't kill the draft — it routes it to the human owner per the threshold table further down this page.

IMAGE SLOT · #21COMPLIANCE FAIL-CLOSED SCANNER · vertical pipeline with 5 checks, two outcome gates
Q1

Does it violate the state storm-damage statute?16

Deductible mention, rebate, waiver, public adjusting, policy interpretation, missing disclosure, or a missing cancellation block — any one of these is a Minn. Stat. §325E.66 violation. Violations are gross misdemeanors.

Q2

Is it outside the contractor's license scope?18

A service the contractor isn't licensed to perform in this state. The Minnesota BC scope is roofing, gutters, fascia, soffit, and siding only. Anything beyond that voids the bond.

Q3

Does it leak a restricted internal product name?

Internal codenames must never surface in homeowner-facing copy. The Compliance scanner enforces this as a string-block — for example, the internal "Supplement Sniper" tool always renders to homeowners as "Scope Review Assistant."

Q4

Does it use pre-license active-contracting language?

"Schedule install," "book your replacement," "sign contract," or any active-contracting phrase before the BC license is fully issued and insurance is bound. Blocked by default until the license number drops in.

Q5

Is anything ambiguous?

Uncertain equals reject. This is the most important question in the scanner. It cannot be overridden, soft-failed, or routed around. If the model can't commit to a clean PASS, the draft routes to a human.

THE ARCHITECTURAL DECISION

The behavior file that encodes these five questions is mounted read-only at the container level. The agent that runs the scanner literally cannot rewrite its own governance file in a moment of misjudgment. This is the single most important architectural decision in the stack — and it's the part that no software subscription can replicate, because it isn't software, it's posture.

SECTION 2 · THE 14-FACTOR INDEPENDENT-CONTRACTOR GATE

Effective March 1, 2025. Most local roofers haven't audited their sub roster against it.

Minnesota replaced the prior 9-factor independent-contractor framing with a stricter 14-factor test. Misclassification means back-tax exposure, workers'-comp liability, and unemployment liability. The Compliance pod pulls the live multi-factor test from the operative state's Department of Labor each business day — it doesn't cache, because the statute could be reinterpreted at any time — and runs each factor against every sub's record.

GREEN

All certs current, all factors clear

Eligible for dispatch. Daily certification scan keeps it that way. Renewal alerts fire on a 60 / 30 / 14 / 7-day ladder before any cert can drift to Yellow.

YELLOW

One cert within 30 days of expiry, or one factor ambiguous

COO is warned. A one-off dispatch requires the human owner's documented exception. Not a hard block, but a flag that needs an actual decision, not a default.

RED

Any cert expired, or any factor failing

Dispatch is hard-blocked. The Operations pod cannot route a job to a Red sub regardless of urgency. The compliance agent is the gate; operations is downstream.

Most local roofers haven't run their sub roster against the new test17. That's a liability for them. The Restorize compliance posture turns it into a competitive position.

SECTION 3 · THE LICENSE-SCOPE VERIFIER

The “we'll just add this little side job” leak — closed.

The contractor's license category determines what services can be sold under it. If a proposal includes work outside the licensed scope, the Compliance scanner blocks the proposal and escalates. The Minnesota BC scope is precisely roofing, gutters, fascia, soffit, and siding. Nothing else gets onto a Silver Loon proposal without a license expansion or a different licensed contractor on the line item.

This prevents the slow drift into out-of-scope work that pulls otherwise compliant roofers into bond-voiding territory. It's a small rule with very large consequences over a year of operation.

SECTION 4 · THE 16-TRIGGER HUMAN-APPROVAL TABLE

There is no fully autonomous corner of the company.

The agents do the work. The human owner makes every decision that exposes the license, the bond, or the brand. These sixteen triggers are encoded into the company OS policy and into every agent's behavior file. No agent can bypass them. Every breach is an audit-log event that surfaces in the daily digest.

#
Trigger
Approver
Note
01Insurance-claim contract sendCCO scan must PASSFail-closed
02Insurance proposalCCO + human owner§325E.66 disclosure required
03Deductible language detectedCCO blocks + human ownerGross-misdemeanor exposure
04Job margin below floorCFO + human ownerHard block below the floor
05Job value above thresholdHuman owner sign-offPre-contract send
06Yellow or Red sub statusCCORed = dispatch hard-blocked
07Review response on ≤ 3-starMarketing + human ownerNo auto-reply ever
08Legal threat — any inboundCCO + owner + attorneyImmediate escalation
09Property damage / injury reportOwner + insurance / legalInsurance-legal loop
10Website publish — license / legal copyCCO + human ownerSchema, claim copy, contract pages
11Ad-budget change above thresholdHuman ownerCAC bucket, outside infra ceiling
12New service category beyond license scopeCCO + human ownerBC scope is the boundary
13Active work before license issuedHard blockUntil license + insurance bind
14Peak Growth HIGH-tier social draftCCO scan, < 4h SLAInsurance / storm / claim copy
15Supplement Sniper invocationCCO renders as aliasLiteral name blocked homeowner-side
16First 10 social posts under Silver Loon brandHuman owner + CCOManual until pipeline is trusted

Open config: trigger #4 (margin floor exact percent), trigger #5 (job-value exact dollar threshold), and trigger #11 (ad-budget exact threshold) are tunable per deployment. The list of triggers themselves is fixed.

SECTION 5 · WHY THIS IS THE MOAT

Three reasons this is the hardest part of the stack to copy.

01

Software you can buy. Discipline you cannot.

Any roofer can subscribe to contract-management software. No software subscription enforces §325E.66 fail-closed on every outbound communication, with governance rules that cannot be self-modified by the agent running the check. That posture is built, not bought.

02

The IC test moved. Most haven't.17

The 14-factor independent-contractor test (effective March 1, 2025) replaced the prior 9-factor framing. Most local roofers haven't run their sub roster against the new test. The Restorize compliance posture turns a sector-wide latent liability into a competitive position.

03

The scanner library compounds with each new state.

Every state added to the Restorize rollup expands the scanner's coverage of U.S. roofing statutes. By the third or fourth state, the scanner is a defensible product on its own — white-label compliance-as-a-service for roofers, restoration, and exterior contractors.

WHERE TO READ NEXT

The gate is the moat. The math is the floor.

The System

How the CCO pod fits into the five operating pods plus three utility agents that run the company.

Read →

Economics

Channel mix, budget allocation, and the 90/10 routing rule that keeps marginal cost flat.

Read →

Resources

Statute citations, IC-test sources, and the seventy footnotes that back the claims on this page.

Read →
RESTORIZE ROOFING · ABOUT

Four entities. One human. Real relationships between them.

Restorize Roofing is the productized AI-operated business model. Silver Loon Roofing LLC is the dogfooded flagship — the actual licensed Minnesota company running on it. Agentic Personnel Solutions is the parent that owns the template and sells deployments to other licensed contractors. Jimmy Davidsonis the one human at the top of all three. Investors must be able to tell which is which on every screen — that's why each one has its own section below.

IMAGE SLOT · #16ABOUT HERO · Rum River through Princeton MN, golden hour, no people
SECTION 1 · THE ENTITY MAP

How the four pieces fit together.

From
To
Relation
What it means
APSRestorizeownsAPS owns the Restorize Roofing template — the operating system, scanner library, agent profiles, tenant configs, website framework, build runbook. That portfolio is the asset.
APSSilver LoonoperatesAPS operates Silver Loon as tenant #1 — the dogfood deployment of the Restorize template on a real, licensed Minnesota roofing company. Silver Loon is the proof, not the product.
Silver LoonRestorizeruns onSilver Loon runs on all three Restorize productized layers simultaneously: the Operating System (brain), Top Dogs Toolbelt (hands), and Peak Growth Command Center (voice). It is the live test of every claim in the pitch.
JimmyAPSfounded · ownsJimmy Davidson founded and owns Agentic Personnel Solutions. He is the architect of the Restorize template and the seller of deployments.
JimmySilver LoonCEO · qualifying personJimmy is the CEO of Silver Loon and the BC qualifying person on the license. He holds the bond, the insurance, and every consequential decision the 16-trigger approval table escalates.
SECTION 2 · RESTORIZE ROOFING — THE PRODUCTIZED MODEL

The thing being pitched. The asset. The umbrella.

Restorize Roofing is the productized AI-operated residential roofing business model. It's the operating system, the compliance scanner library, the agent profiles, the Toolbelt tenant config, the Peak Growth content stack, the website framework, and the build runbook that any properly licensed and insured contractor can deploy in roughly 30 days versus the 90 days a ground-up build would cost them.

Three productized layers compose the umbrella: the Operating System (the brain), Top Dogs Toolbelt (the hands), and Peak Growth Command Center (the voice). Each layer is sold standalone or together. Together is the full Restorize deployment.

The model is designed to be state-portable. Five things change per deployment: climate content, the operative storm-damage statute, the independent-contractor test, the license category, and the service-area geography. The mechanics are stable. The variables are state-specific data, not a re-architecture.

WHY IT COMPOUNDS
  • Compliance scanner libraryEvery state added expands coverage of U.S. roofing statutes. By the third or fourth state, the scanner becomes a defensible product on its own — white-label compliance-as-a-service.
  • AI-citation footprintEvery market deployed seeds a regional Reddit and content presence. By the fourth or fifth market, the rollup is the brand-of-record when AI assistants get asked who to hire.
  • The ToolbeltEvery new tenant gives the underlying platform more revenue, more data, and more reasons to invest in imagery, storm intel, and supplement-detection capabilities.
SECTION 3 · SILVER LOON ROOFING LLC — THE DOGFOODED FLAGSHIP

A real Minnesota roofing company. The proof, not the product.

Silver Loon Roofing LLC is the actual licensed Minnesota company that runs on the full Restorize stack in production. It does paid roofing work in twelve cities across North Central Minnesota under the BC (Residential Building Contractor) license category — which covers roofing plus gutters, fascia, soffit, and siding under one license, one bond, and one Recovery Fund line. It is the live test of every claim in the pitch. APS dogfoods its own product to prove the system works before selling deployments to other contractors.

Status (current phase)

Phase 0/1 — BC license application in progress

HQ

510 South Rum River Drive, Princeton, MN

Service area

12-city North Central MN delivery

Marketing footprint

43 cities · 129 service × location pages

For the full picture — the company facts table, the three-layers integration, “a real day of work” timeline, and the twelve-city service map — read the Silver Loon section.

SECTION 4 · AGENTIC PERSONNEL SOLUTIONS — THE PARENT

The entity that owns the Restorize template and sells deployments.

Agentic Personnel Solutions is the parent. It owns the Restorize template — the operating system, the compliance scanner library, the agent profiles, the Toolbelt tenant config, the Peak Growth stack — and sells deployments of it to other properly licensed contractors. The rollup math works because all three productized layers compound as the number of deployed markets grows.

Silver Loon is APS's first deployment of its own product. Tenant #1 of the Toolbelt. Reference customer of the operating system. The template that runs Silver Loon is the same scaffolding that goes out for the next licensed contractor in the next state — fresh server, fresh entity, local statutes loaded into the scanner, local sub bench, local brand assets, target stand-up in roughly 30 days.

THE ROLLUP THESIS · THREE COMPOUNDING SURFACES
  • 01Each new state adds coverage to the compliance scanner library.
  • 02Each new market expands the AI-citation footprint across regional homeowner searches.
  • 03Each new tenant improves the Toolbelt with more data, more revenue, and more investment rationale for imagery, storm intel, and supplement-detection capabilities.
SECTION 5 · JIMMY DAVIDSON — THE ONE HUMAN

The person at the top of all three entities.

Jimmy Davidson is the founder and human owner of both Silver Loon Roofing LLC and Agentic Personnel Solutions. He is the sole human in the day-to-day operations chain — the person who holds the BC license, the insurance, and the bond, and who makes every consequential decision the 16-trigger approval table escalates. He is the CEO of Silver Loon, the qualifying person on the license, and the architect of the Restorize template that APS sells.

His posture on human-in-the-loop is structural, not aspirational. The compliance scanner cannot be overridden. The governance files are mounted read-only at the container level. The 16-trigger threshold table is encoded into every agent's behavior file. No agent can bypass any of it. That design is what makes the model defensible at the regulatory level and credible to the homeowner.

The agents do the work. Jimmy decides what work the agents are allowed to ship.

ONE CONVERSATION

The template and the company are built by the same group.

If you're a licensed contractor interested in a Restorize deployment, an investor who wants to understand the rollup thesis in more detail, or a partner with a state we should be entering — reach out directly. Email goes to Jimmy. We'll get materials in front of you the same week.

EMAIL
hello@restorizeroofing.com
LOCATION

Princeton, MN

North Central Minnesota

Request investor materialsBack to Atlas

The template is the business.

Silver Loon proves the template.

INTERNAL TOOL INVENTORY · REFERENCE SECTION

Top Dogs Toolbelt — the underlying tool inventory.

This is not the homeowner pipeline language. The pipeline should use literal operating roles: Lead Marketer, CRM Manager, field inspector, Production Manager, supplier, and roofing crews. The eleven tools below are the internal software inventory that may support those roles as the platform matures.

IMAGE SLOT · #10TOOLBELT HERO · 11 stylized tools on a leather belt, brass-and-amber detailing
QUICK MAP · 11 TOOLS

Silver Loon uses 10 in production. Two are dark — Peak Growth absorbs that surface.

The Wrap and Media Rig — Top Dogs's social/content tools — stay dark on Silver Loon's tenant because Peak Growth Command Center, the third productized layer, runs that surface for any full-Restorize licensee.

IMAGE SLOT · #19TOOLBELT 11-TOOLS GRID · stylized amber-line icons on dark, JetBrains Mono labels
THE 11 TOOLS · IN DETAIL

One tool at a time, in plain English. The pod that owns it. The ICP moment it serves.

TOOL · 01

The Yard

Owning podCOO + CRM
Homeowner-facing?No
BrandingInternal
What it does

The job board for the company. Every lead lands here, every job moves through here from intake to close, every dispatch decision is logged here. Replaces the JobNimbus / AccuLynx assumption.

The ICP moment it serves

Behind every promise of a sub-60-second first contact and a 48-hour inspection is a CRM that does not drop balls. The Yard is what makes the SLA chain enforceable rather than aspirational.

TOOL · 02

Lead Dog

Owning podMarketing + Operations
Homeowner-facing?No
BrandingInternal · throttled until BC license issues
What it does

Active outbound lead-gen tool. Pulls property records, monitors permit-pull signals, scores prospects against the service-area + ICP profile, and surfaces qualified leads into The Yard. Storm-event triggers from StormScout fire targeted scans into recently-affected ZIP codes.

The ICP moment it serves

Helps fill the top of the funnel for the buyer who hasn't yet typed 'roofer near me' but whose roof is statistically due.

TOOL · 03

The Closer

Owning podProposal + Scope · CFO
Homeowner-facing?Yes
BrandingSilver Loon
What it does

Generates the proposal from job data. Sends it to the homeowner with one-tap e-sign. Fires 24/48/72-hour follow-ups. Generates the invoice on milestone completion. Syncs invoices and payments to QBO. The single tool that converts an inspection into a signed contract into paid revenue. CCO scan sits between draft and send for any contract.

The ICP moment it serves

The proposal-within-2-hours after the in-person inspection is what closes the loop on her decision (40% of homeowners pre-decided before the phone rings). The Closer is what makes the proposal arrive on time.

TOOL · 04

RoofProof Pro

Owning podField QC · Proposal + Scope
Homeowner-facing?Yes
BrandingSilver Loon (Company Cam under the hood)
What it does

The integration with Company Cam — the dominant industry-standard photo platform (30,000+ businesses, 50+ CRM/field-tool integrations, including direct adjuster/insurance integrations). Field QC walks the roof, takes EXIF-tagged GPS+timestamp photos, AI vision auto-classifies damage (hail bruising, wind uplift, granule loss, flashing failure). Output: organized gallery per job + a branded PDF report.

The ICP moment it serves

Documentation she can see herself, in her Client Project Portal, pinned to her actual 3D roof model. Builds her trust in what the inspection found, especially when storm damage is real and an insurance claim is in play.

TOOL · 05

StormScout

Owning podMarketing + Operations
Homeowner-facing?Optional
BrandingSilver Loon when surfaced
What it does

Polls NOAA + Tomorrow.io feeds for hail, wind, and severe-storm events across the licensed service area. When an event lands, fires three downstream actions: triggers Lead Dog scrapes into affected ZIP codes; pings existing customers with an opt-in inspection offer; feeds Peak Growth a ready-to-publish storm-response brief.

The ICP moment it serves

When a hail or wind event hits her neighborhood, StormScout is what lets the company be in her feed and her inbox within hours, not weeks. Beats the out-of-state storm-chaser response time on her own home turf.

TOOL · 06

Supplement Sniper

rendered as "Scope Review Assistant" on every homeowner-facing surface
Owning podProposal + Scope, gated by CCO
Homeowner-facing?Yes
Branding"Scope Review Assistant" homeowner-facing · literal name string-blocked
What it does

Reads an insurance adjuster's Xactimate estimate (PDF upload), compares it line-by-line against what RoofProof Pro and the Field QC report actually documented, and flags missing or under-scoped line items. It does not interpret policy. It does not negotiate. It does not communicate with the carrier. It builds a factual contractor estimate that can stand beside the adjuster's, line-item to line-item.

The ICP moment it serves

When she has a real insurance claim and the adjuster has under-scoped it, the Scope Review Assistant produces the documentation that supports her in the conversation with her carrier. The contractor stays strictly on the contractor side of the MN Stat. § 325E.66 line; she stays the policyholder; the documentation is what closes the gap.

TOOL · 07

RoofScan Pro

Owning podProposal + Scope
Homeowner-facing?No
BrandingInternal · same engine as RoofRecon360
What it does

Pulls the address into a multi-source aerial measurement pipeline (Google Solar API anchoring; assessor data, building permits, mapping utilities providing 3D structures of the surrounding area). Produces per-segment area + pitch + ridge/valley/eave/gutter measurements at ~98% accuracy versus a tape measurement on the roof. Same engine that powers RoofRecon360, but RoofScan Pro is the back-office surface — the Proposal + Scope Pod calls it directly to size scope and price materials.

The ICP moment it serves

Indirect — she experiences this as the speed of the proposal arriving, not the tool that produced it.

TOOL · 08

Client Project Portal

Owning podCOO + CRM
Homeowner-facing?Yes
BrandingSilver Loon (the moat)
What it does

Auto-generated from the moment a homeowner submits an address through RoofRecon360. Three role-based views over one shared project record: homeowner view (her 3D model with photos pinned to it, project status, proposal, documents, lightweight messages, and a link to the actual installing crew's Company Cam portfolio); adjuster view (same model, damage zones highlighted, per-segment measurements, photo annotations); crew lead view (material list, install checklist, special instructions pinned to specific roof segments).

The ICP moment it serves

The full lifecycle. She is more engaged, more informed, and lower-anxiety from quote through warranty registration. She sees the actual photo portfolio of the crew installing her roof — a trust signal almost no other roofer in her market can match.

Read the full deep-dive on Client Project Portal
TOOL · 09

Voice AI

Owning podCOO + CRM
Homeowner-facing?Yes
BrandingSilver Loon · activation deferred until pre-launch waitlist phase ends
What it does

Twilio carrier/telephony entry → ElevenLabs voice synthesis → Retell agent loop. Answers every inbound call 24/7 in under sixty seconds. Captures intent (new lead / existing customer status / scope question / billing), creates a record in The Yard, and either schedules the next step or escalates to a human if the situation calls for it.

The ICP moment it serves

Her 6-PM-to-midnight emergency search gets a real voice answering at the moment she calls — not a voicemail, not a callback queue, not nothing.

TOOL · 10

Reputation Rocket

Owning podMarketing + Compliance
Homeowner-facing?Yes
BrandingSilver Loon · activation deferred until first 5 paid jobs complete
What it does

Fires on the Top Dogs `closer.invoice.paid` event → sends the homeowner an SMS + email review request within minutes of payment. AI drafts response text for incoming reviews; CCO + CEO must approve any response to a review at or below 3 stars before publish.

The ICP moment it serves

This is what hits the velocity targets (8–10 new reviews per location per month, ≥80% response rate) — the operational discipline that compounds into Map Pack visibility (median 79 reviews) and, eventually, AI-citation visibility (340+ reviews threshold).

TOOL · 11

RoofRecon360

Owning podProposal + Scope
Homeowner-facing?Yes
BrandingSilver Loon on Silver Loon · also marketed standalone under its own brand
What it does

The homeowner-facing surface of the same multi-source aerial measurement engine that powers RoofScan Pro. She types her address into the website widget; in roughly two minutes she sees a satellite image of her actual house, an interactive 3D model of her roof with per-segment area + pitch labels, and a believable price range for the new shingle she picked from a list (with material data and pricing pulled live from a roofing supplier API). Auto-creates her project record in the integrated CRM, which integrates with The Yard so the lead lands in dispatch, proposal, and invoicing without re-entry.

The ICP moment it serves

The single largest leakage point in the small-roofer funnel — she wants a price before the phone call (~73% prefer 'see the price first'). RoofRecon360 closes that leak.

Read the full deep-dive on RoofRecon360
WHERE TO READ NEXT

The inventory sits behind the real operating roles.

Peak Growth

The third productized layer — marketing, social, content. Seven named agents.

Read →

The System

Layer one. Paperclip + Agent Zero + Hermes + Claude. The pods that govern the toolbelt.

Read →

Silver Loon

The first live validation company where the operating model is being proven with real roofing workflows.

Read →
RESOURCES · EVERY CITATION ON THIS SITE

Every numeric claim on this site is traceable to a primary source.

Seventy citations across customer research, discovery behavior, reviews and reputation, the AI search shift, channel economics, statutes and compliance, the technology foundation, and the trade press the content engine reads daily. Organized by topic. Each entry links directly to the source. Click any inline footnote on any page and you land here, on the right entry.

IMAGE SLOT · #15RESOURCES HERO · wall of translucent indexed citation cards in dark space
JUMP TO A TOPIC
CUSTOMER RESEARCH — WHO IS ACTUALLY BUYING

Customer research — who is actually buying

The buyer profile, demographics, generational data, and the household-decision research that anchors the ICP narrative.

REVIEWS & REPUTATION — THE MOAT

Reviews & reputation — the moat

BrightLocal review behavior, Local Falcon Map Pack ranking benchmarks, the star-rating revenue research, and the AI-citation review thresholds.

THE AI SEARCH SHIFT

The AI search shift

Adoption curves, conversion math, AI-Overviews coverage, and the early-mover lane forecasts that drive the AIO program.

BUDGET & CHANNEL ECONOMICS

Budget & channel economics

Cost-per-lead and close-rate data across SEO, GLS, paid social, PPC, lead marketplaces; budget-allocation benchmarks for scaling roofing companies.

INDUSTRY SHAPE & TRADE PRESS

Industry shape & trade press

IBISWorld and Statista on industry size and concentration; ServiceTitan State of Industry; manufacturer newsrooms; the broader trade press the Peak Growth content engine reads daily.

STATUTES & COMPLIANCE

Statutes & compliance

The Minnesota statutes that anchor the compliance gate; the DLI BC license framework; the analog statutes other states will load when the template ships.

TECHNOLOGY FOUNDATION

Technology foundation

The open-source projects, vendor APIs, and standards that the Operating System and Toolbelt are built on.

HOW CITATIONS WORK ON THIS SITE

Every numeric claim should resolve to one of the entries above.

The foundation source-of-truth document for the project narrative is docs/foundation/01-business.md. Every figure cited there carries a numbered footnote like [15], which corresponds to [15] on this section. The website pages built from the foundation inherit the same numbering.

If you spot a figure on this site that is not traceable to one of the entries above, that is a bug — please flag it via the contact section.