How Five Star Roofing Doubled Outbound Connections

Who Five Star Roofing Is

Five Star Roofing is a commercial roofing company that sells business-to-business, running three specialized telemarketing teams to generate outbound calling opportunities.

The company manages its pipeline in HubSpot and depends on phone outreach as its primary go-to-market channel, since roofing decision-makers are rarely found through inbound channels alone.

The Problem: Standard Phone Lines Were Capping Growth

Five Star Roofing had standard phone lines, but those lines lacked the support and systemic speed the team needed to stay competitive. Inefficiency was sitting in the seats, not in the reps.

When phones failed, reps sat idle with no support to fall back on. Manual lines peaked at an 18–20% answer rate, a hard ceiling no amount of extra effort could push past. With no automated lead distribution, salespeople competed with each other for fresh leads instead of working a system. And because dialing was manual, individual reps were capped at roughly 200 calls per day, regardless of how hard they worked.

The trigger event was a realization inside leadership: an unreliable phone system was not just a technical inconvenience; it was an active drain on payroll and a ceiling on growth that no amount of hiring could fix.

From Friction Removed to Results: The Flywheel

Reliable support and local presence dialing removed the two biggest points of friction at once, eliminating downtime when phones failed and the “unknown caller” hesitation that made prospects ignore incoming calls.

With that friction gone, reps could move faster, jumping from 200 to 400 calls a day. PowerDialer and Chrome Click-to-Call kept that pace consistent call after call instead of spiking for a day and fading, which made doubled call output the new standard for every seat, not just a lucky outlier.

What Changed in the System

Execution Speed: PowerDialer automates reaching potential customers, and Chrome Click-to-Call lets reps move instantly from lead research to a live conversation without manual number entry, so a rep’s queue never stalls between calls.

Workflow Automation: Voicemail Drop eliminates repetitive manual voicemail messaging, and integrated SMS lets reps send a text directly from the app immediately after a call, keeping momentum going without switching tools.

The Local Advantage: Local Presence makes every outbound call appear as a local number, fundamentally changing whether a prospect is willing to pick up in the first place.

Why It Worked

Reps trusted the infrastructure. Reliable support, managed through dedicated experts, meant reps never sat idle waiting on a fix, so the tool stopped being a source of daily frustration.

There was initial pushback from the team, but removing rep resistance came down to results reps could feel immediately: local presence dialing made prospects actually pick up, and that ease of reaching people is what eventually won the team over.

Multi-channel momentum kept reps dialing instead of doing admin, since dropping a voicemail or sending a follow-up text took seconds instead of minutes. And Five Star Roofing treated Kixie as a strategic partner, not just a vendor selling phone lines, which is why the system kept expanding instead of being quietly abandoned after rollout.

Built Into How Five Star Roofing Runs Outbound Now

Kixie has moved from a test to a core asset across all three of Five Star Roofing’s telemarketing departments. Outbound that runs like infrastructure means the phone system is not a tool reps opt into on a good day; it is the default way every seat works a list, every day.