In the roofing industry, a recurring challenge is the lack of comprehensive data tracking in service and maintenance departments. Often, there’s an assumption that service and maintenance work, being smaller in scale, doesn't require the same rigorous tracking as large projects. This mindset, however, is a significant missed opportunity and one that limits the potential growth, efficiency, and profitability of these departments.

The Misconception: "It's Just Small Work"

Service and maintenance work may seem less critical than a six-figure roofing project, but this view is short-sighted. While individual work orders may be smaller in scope, their cumulative impact on a business can be massive. Neglecting to track these work orders thoroughly undermines the potential to optimize this critical part of operations and leaves valuable insights on the table.

Consider this: A service and maintenance department likely has hundreds of work orders annually. When aggregated, these jobs represent a significant percentage of revenue and often serve as the lifeblood of repeat business and customer retention. Dismissing them as "just small work" devalues the long-term impact they have on a business.

Data is Your Compass

At the core of any successful service and maintenance department is data. Accurate data enables roofing professionals to understand what works, identify inefficiencies, and determine how improvements can be made. Without thorough tracking, it’s like flying blind.

Here are a few areas where data tracking in service and maintenance is essential:

• Job Costing: Many roofing companies use vague estimates or skip job costing entirely for service work. This is a critical mistake. Job costing enables companies to determine whether they’re pricing services correctly, identify profitable jobs, and pinpoint areas where they’re incurring losses. By tracking each work order in detail, businesses can make data-driven decisions to adjust pricing, control costs, and improve margins.
• Performance Metrics: Metrics such as average time to complete a service call, technician utilization rates, and customer satisfaction scores provide actionable insights. Tracking these KPIs allows companies to identify top performers, reduce inefficiencies, and deliver a better customer experience.
• Revenue Forecasting: Without data, it’s impossible to forecast revenue accurately. Tracking trends in service call volume, average ticket size, and upsell success rates enables companies to predict and plan for future growth.
• Customer Insights: Service work often provides the best opportunities for upselling additional services or identifying larger issues that lead to bigger projects. Thorough data collection and analysis ensure these opportunities are identified and acted upon promptly.

Treating Service Work Like Big Projects

The key to capitalizing on the full potential of a service and maintenance department is treating it with the same level of seriousness as the project division. This means implementing the same data-tracking systems and processes for both.

For example, if a project management tool is used to track new roof installations, consider how that system can be leveraged for service and maintenance work orders. Documenting every detail — from labor hours to material usage and profit margins — creates a clear picture of performance and areas for improvement.

The Ripple Effect of Better Data

When service and maintenance departments start tracking data as rigorously as project divisions, the results are transformative. Companies that embrace this approach consistently see improvements in profitability, operational efficiency, and customer satisfaction. Furthermore, the insights gained from this data often reveal new opportunities to streamline processes, reduce overhead, and deliver more value to customers.

Additionally, thorough data tracking in service and maintenance builds trust and credibility with clients. Providing detailed reports and demonstrating measurable value strengthens a company’s position as a trusted roofing partner. This positions the business as more than just a contractor — it becomes a trusted advisor and expert.

Don’t Underestimate Small Work

At its core, the mindset of dismissing service work as "small" reflects a misunderstanding of its strategic value. Service and maintenance departments are often the gateway to long-term customer relationships and recurring revenue streams. Treating them with the same level of care, attention, and data rigor as the project division is not just advisable — it’s essential.

So the next time there’s a temptation to skip tracking the details on a service work order, remember: what gets measured, gets improved. And when service and maintenance operations improve, the impact on the business — and the bottom line — can be profound.