Founder & CEO of GhostRep
Built from roofing reality, not software theory.
GhostRep started with a simple standard: build something the roofing sales rep would actually want because it made them better in the field. The owner and manager value came later. That order matters.
Two decades in roofing—knocking doors, running teams, training 1,000+ reps. Built GhostRep to give every rep access to the coaching top teams get.
Jordan — your last 3 Echo sessions show you're stalling at price. Here's the script that's working for Sam this week.
Send it — what's the key difference?
He leads with deductible math before showing the total. Anchors the homeowner around $1,000 instead of $14,000.
Around roofing and storm sales for nearly 30 years
Started from what reps deal with in the field, not from software theory
Writes about communication, recruiting, onboarding, and objection handling
Founder Narrative
The operating logic behind the company.
Why GhostRep exists
I built GhostRep for the roofing sales rep first.
I was not starting with what would sound good in a software pitch. I was starting with whether a roofing rep would actually want to use this because it helped them handle the door better, recover faster, and go into the next appointment stronger.
The first idea was not sales management software. It was to build something that helped reps practice, communicate better, and get support from real field situations instead of hearing one thing in training and facing something completely different with a homeowner.
The owner and manager value came later. That matters. GhostRep only works if it helps the rep first. If the rep does not actually improve, then the dashboards and tracking do not matter.
Background
Roofing is where I learned what actually matters.
I grew up around roofing and storm sales. That means I saw the actual work before I ever thought about software. Good reps win because they can communicate under pressure, handle objections without getting rattled, and keep moving the deal forward when the conversation gets uncomfortable.
That background changes what problems look real. The hard part is not writing a training manual. The hard part is helping a rep stay sharp when the homeowner pushes back, the job is expensive, and the margin for error is thin.
That is the standard I wanted GhostRep built around. Start with the rep. Help them improve from what actually happens in the field. Then make that useful for the rest of the company too.
What I believe
Communication still wins.
Technology matters. Systems matter. Good operations matter. But in-home sales still comes back to communication and trust. The rep who can connect, explain clearly, handle pressure, and help a homeowner make the right decision will keep winning.
That is why GhostRep leans into practice, field coaching, and customer context instead of pretending more dashboards are the answer.
If the software does not help a rep before the appointment, during the conversation, and in the follow-up after, then it is probably solving the wrong problem.
Job Intel Feed
24 New TodayHartley Roofing Claims
NewStorm Damage — Hail & Wind
$14,200
First American Home
HotInsurance Claim — Full Replacement
$18,400
Bryant Residence
ActiveRetail Re-Roof — Shingle Upgrade
$9,800
Westside HOA
NewMulti-Unit Storm Assessment
$32,000
Why This Product Exists
The rep had to come first.
The original problem was not how to give managers another dashboard. It was how to help reps improve from real field situations instead of depending on whatever they happened to remember from training or the last ride-along.
Once that worked, the management layer became obvious. If the platform could help the rep improve from real conversations, it could also help managers see what was happening earlier and coach with something real.
Recent Writing
Articles tied to the same operating problem.
Roofing Leads
Angi vs HomeAdvisor Roofing Leads: Cost, Quality & Winner
Compare Angi vs HomeAdvisor roofing leads by cost, shared-lead quality, booked-job ROI, close-rate risk, and which one makes sense for roofers.
Storm Damage Training
GhostRep vs HailTrace: Data Gets You There. Now What?
HailTrace puts your crew on the right street after every storm. When every company has the same map, the rep at the door is the only differentiator.
Door to Door Training
GhostRep vs Map My Customers: Visit Two Is Different
Map My Customers routes your rep back to every warm lead. It can't prepare them for a homeowner who already heard the pitch and said not yet.
Door to Door Training
GhostRep vs BatchLeads: Finding Leads Isn't the Hard Part
BatchLeads finds homeowners and hands you their contact info. That's the easy part. What your rep says in the first 10 seconds determines everything after.
Door to Door Training
GhostRep vs D2D CRM: Seeing the Problem Isn't Fixing It
D2D CRM shows you exactly which rep is failing. GhostRep gives you the tools to fix it. Measuring the gap and closing it require two different platforms.
Door to Door Training
GhostRep vs Knockbase: Finding the Storm Is the Easy Part
Knockbase puts your reps on the right doors after a storm. But when six companies are working the same block, data isn't the differentiator. The rep is.
Next Steps