How 3D animation is transforming roofing sales

By Jesse Sanchez.

A simple tool is helping contractors explain complex roofing systems — and closing more deals.

In this episode of Roofing Road Trips®, the spotlight shines on a surprising ally in the roofing sales process: 3D animation. “We employ it day in and day out... in several applications that definitely make our lives easier around here,” said Pat Muhs, of Sales Assist, a software company that’s bridging the knowledge gap between contractors and customers.

At the heart of the conversation with Heidi J. Ellsworth is a persistent challenge in the industry — explaining highly technical roofing concepts to homeowners in a clear, engaging way. Pat describes a typical problem: “We in the industry take for granted how difficult and how complicated some of the concepts are that we have to explain to a homeowner or to a business owner.”

Sales Assist delivers short 3D animation clips designed to explain roofing processes like ventilation and underlayment to non-experts. “It’s not the kind of thing where a person needs to go out and get a degree... it is an enhancement to or an augmentation to the sales process,” Pat says. And for tech-wary veterans? Pat describes himself as “still a pen and paper notebook guy,” and calls the tool “very user-friendly.”

But this isn’t about replacing human connection — it’s about reinforcing it. “We still have to be that consummate professional,” Pat shares. “We can’t allow technology to replace us. It’s only there to enhance it and make it better.”

The technology isn’t just boosting clarity — it’s impacting the bottom line. “We’ve got some real statistical information about how it is helping with closing,” Pat says. Sales Assist also includes back-end analytics that show how thoroughly reps are using the videos, offering coaching opportunities and deeper insights into performance.

More than anything, the system encourages consistency and collaboration among teams. “We build in small clips throughout the entire process. It’s forcing a person to practice the pitch before they get to the dining room table,” Pat notes. “There’s feedback amongst the group of guys when they train. They’re helping one another out, boosting one another up.”

For contractors considering the leap into sales tech, Pat acknowledges the hesitation — especially from those who came up in the industry before apps and automation. “My initial reservation was ill-founded,” he admits. “As a matter of fact, we’re only better at what we do.”

As the roofing industry continues to evolve, tools like Sales Assist offer a path forward that doesn’t compromise the personal relationships that define the trade — it amplifies them.

Read the transcript or Listen to the podcast to learn more about how contractors are using 3D animation to close deals and train teams!