How NiceJob Gave One Roofer a Competitive Edge

By solving a familiar challenge, Copper Masters Roofing now stands out in a crowded market

Kaleb Lyles learned the roofing trade at an early age, working side by side with his father, a licensed builder in Mississippi. Summers were spent on rooftops instead of vacations, and by his teens, he was already leading crews. In his twenties, Lyles bought into the family business, and then in 2021, he launched Copper Masters Roofing to carve out a clear niche in the market and honor the copper craftsmanship he and his father had long shared.

A Crowded Market

From day one, the company focused on quality workmanship and great relationships. But like many businesses, Copper Masters faced challenges that had nothing to do with skill or service.

Based in Jackson, Mississippi, the company competes in a crowded market where hundreds of roofers, many of them unlicensed, all fight for the same jobs. On top of that, consumers are cautious, often pushing back against even a modest deductible. Copper Masters needed to stand out, yet despite delivering exceptional service, Lyles struggled to consistently collect online reviews.

“We would ask people to leave a review, and they would say they would, but life gets in the way. We were not seeing the kind of review volume that matched the quality of work we were doing,” he recalls.

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Enter NiceJob

That changed after attending the JobTread Connect conference, where Lyles was introduced to NiceJob, a reputation marketing platform. Nicejob helps contractors collect more customer reviews by automating follow-up with personalized text messages and emails. It connects with tools like JobTread to pull in customer information as soon as a project is marked complete. NiceJob then guides clients to leave reviews on platforms like Google and Facebook, and once those accolades are live, NiceJob can automatically display them on the contractor’s website using a built-in widget.

The automation made an immediate impact. “We finish a job, click a button in JobTread, and NiceJob does the rest,” Lyles says. “They reach out to the customer right away, and we start seeing reviews come in without chasing people.”

Before and After

Within six months of signing up, Copper Masters nearly doubled their total number of reviews, and the review conversion rate reached thirty-three percent. Even more important, prospective customers began referencing reviews as the reason they felt confident choosing the company. “Our Google ranking improved,” Lyles says. “We show up near the top when people search for roofers in our area. When people call us, they say they read our reviews and felt confident. That makes a real difference.” Beyond visibility, the reviews have helped reinforce the Copper Masters brand.