Hover growth playbook

Pick one offer (the 3 free projects) and put it on every page and button. Add a picker to /pricing: projects per year and the mix of simple, average and complex homes, roof-only or full exterior. Show the year's total on each plan, the cheapest plan and the break-even point, then send the answer into signup so the account starts on the right plan.

A contractor who sees one clear offer and their own numbers signs up faster and trusts the price. It also stops contractors buying Business when Pro would have been cheaper, which causes complaints and churn later.

Plan | Fee | Simple | Average | Complex
Starter | $0 | $59 | $99 | $139
Pro | $999 a year | $39 | $79 | $119
Business | $2,999 a year | $79 | $79 | $79
Pro beats Starter after about 50 projects a year ($999 / $20).
Business beats Pro only on complex homes: $40 saved each, so about 50 more complex homes than simple ones a year to cover the extra $2,000.

• Some contractors move to a cheaper plan

  They stay longer; track retention, not only plan mix.

• Mixed offers live in old templates

  Search the old page templates as well as the new ones.

• HiringDirector / Senior Director, Engineering, Core UX & Growth (posted September 29, 2026): Hover has "a fast-growing base of small businesses discovering us for the first time" and wants to "unlock the small-business market through product-led growth, so a contractor can discover Hover, get set up, see value, choose the right plan, and grow with us without needing a high-touch sales motion". The role also leads "Billing Systems that power plans, entitlements, subscriptions, payments, and pricing".Source
• Your websitePricing page: Starter "Get your first 3 projects for free - no credit card needed", then pay per project; Pro "$999/year" for "$20 off every project"; Business "$2,999/year" for "low flat-rate pricing regardless of project complexity"; Enterprise custom. Exterior models cost $59/$99/$139 on Starter, $39/$79/$119 on Pro and a flat $79 on Business; roof-only models cost $29/$49/$69 on Starter, $9/$29/$49 on Pro and a flat $39 on Business. Design, Estimates and CRM integrations are not included in Starter.Source
• Your websiteFree offers differ by page: the pricing page offers the first 3 projects free; the /reports/ and /customer-stories/ pages say "Your first job is free" and "The 1-week free trial is only applicable to construction professionals who have not signed up for HOVER previously"; the roofing, distributor and small-business pages say "Start free trial"; the homeowner page says "Try Hover Design free for your first project".Source
• Your websiteProof numbers differ by page: the homepage says "300K+ construction pros" and "22B+ square feet measured"; /contractors says "12M+ homes scanned" and "49B+ square feet"; /estimates says "10M+ homes scanned" and describes Pro as "Unlimited simple projects ... and automatic volume discounts", while /contractors and /pricing describe Pro as "$20 off" every project; /small-business-contractor says "Join 235,000+ Pros".Source

Agree current numbers with Finance and Data, build one shared proof module in the CMS, and replace the hard-coded numbers on every template. Fix the Pro description on /estimates to match pricing.

Buyers, especially enterprise and insurance buyers, notice when a vendor's numbers disagree. One module also means the bigger, current numbers show everywhere.

• Lower number on some pages

  Use the latest number everywhere, rounded down.

• Your websiteProof numbers differ by page: the homepage says "300K+ construction pros" and "22B+ square feet measured"; /contractors says "12M+ homes scanned" and "49B+ square feet"; /estimates says "10M+ homes scanned" and describes Pro as "Unlimited simple projects ... and automatic volume discounts", while /contractors and /pricing describe Pro as "$20 off" every project; /small-business-contractor says "Join 235,000+ Pros".Source
• Your websitePricing page: Starter "Get your first 3 projects for free - no credit card needed", then pay per project; Pro "$999/year" for "$20 off every project"; Business "$2,999/year" for "low flat-rate pricing regardless of project complexity"; Enterprise custom. Exterior models cost $59/$99/$139 on Starter, $39/$79/$119 on Pro and a flat $79 on Business; roof-only models cost $29/$49/$69 on Starter, $9/$29/$49 on Pro and a flat $39 on Business. Design, Estimates and CRM integrations are not included in Starter.Source
• HiringContent Marketing Manager (posted September 1, 2026): "build a modern content engine from the ground up" and own "content strategy for our self-serve, product-led business" for "SMB construction businesses discovering and evaluating Hover"; formats include "website content, blog articles, webinars, original research and industry reports, guides and templates, video"; measured on "organic website traffic, content engagement, self-serve signups, feature utilization, and monetization".Source

Unpublish or noindex the staging blog and clone post, keep old legal versions reachable from the current policy but out of the sitemap, and redirect /roi-calculator/v1 to the current calculator. Add a monthly sitemap check to the content calendar.

A clean sitemap concentrates crawling on pages that sell, and a new content engine starts from a tidy base.

• Legal needs old versions public

  Keep them live, just not in the sitemap.

• Your websiteSitemap (339 URLs, checked October 21, 2026): 230 blog posts; one /for/ trade page (roofing contractors, updated October 20, 2026); a "Production Staging Blog" page and a post titled "Webinar Recap: Smarter Interior Inspections (Clone)"; superseded legal pages (several dated privacy versions, "terms-of-use-old"); /roi-calculator/v1 and /roi-calculator/nl; eight paint-colour visualizer pages by brand; the only comparison posts are "aerial roof measurements vs Hover" and a blueprint takeoff tool comparison.Source
• HiringContent Marketing Manager (posted September 1, 2026): "build a modern content engine from the ground up" and own "content strategy for our self-serve, product-led business" for "SMB construction businesses discovering and evaluating Hover"; formats include "website content, blog articles, webinars, original research and industry reports, guides and templates, video"; measured on "organic website traffic, content engagement, self-serve signups, feature utilization, and monetization".Source

Build five more /for/ pages on the same template, one per trade, each with that trade's measurements, a real customer quote, the right product brands, pricing for that job type and the 3-free-projects offer. Link them from the blog's cost guides for that trade.

Contractors search by trade, and a page that speaks their trade converts better than a general one.

• Thin pages

  Each needs trade-specific numbers and a customer.

• Your websiteSitemap (339 URLs, checked October 21, 2026): 230 blog posts; one /for/ trade page (roofing contractors, updated October 20, 2026); a "Production Staging Blog" page and a post titled "Webinar Recap: Smarter Interior Inspections (Clone)"; superseded legal pages (several dated privacy versions, "terms-of-use-old"); /roi-calculator/v1 and /roi-calculator/nl; eight paint-colour visualizer pages by brand; the only comparison posts are "aerial roof measurements vs Hover" and a blueprint takeoff tool comparison.Source
• Your websiteRoofing contractors page: "As few as 8 exterior photos", "Around 285 measurements per project on average"; an FAQ says ground-based photos capture detail "aerial imagery can miss". The exterior contractors page says Rapid Roofing's "close rates on siding jobs increased from 30% to 75%".Source
• HiringContent Marketing Manager (posted September 1, 2026): "build a modern content engine from the ground up" and own "content strategy for our self-serve, product-led business" for "SMB construction businesses discovering and evaluating Hover"; formats include "website content, blog articles, webinars, original research and industry reports, guides and templates, video"; measured on "organic website traffic, content engagement, self-serve signups, feature utilization, and monetization".Source
• Your websiteCustomer stories hub: five contractor stories (Sprague Roofing, Peninsula Siding, Gouge Roofing, Timberland Exteriors, Royal Exteriors); no insurance carrier, adjuster, distributor or builder stories. The press page's newest item is April 23, 2025 (James Hardie's "Hardie Designer, Powered by Hover's AI Technology").Source

Publish comparison pages for the three tools contractors mention most: cost per report at Hover's published prices, what each covers (walls, trim, soffit, interiors), turnaround, design and estimates, and switching steps. Keep every rival claim sourced and dated.

Comparison searches come from buyers who are ready to choose, and ground-level detail is Hover's clearest difference.

• Rival claims go stale

  Date each page and review quarterly.

• Competitor researchRivals' own homepages: Eagleview sells aerial "Premium Roof Reports" and "Bid Perfect" with "98%+ Accuracy on property measurements" and "20 of the top 20 insurers rely on Eagleview"; Roofr sells roofing software with "Start for free", AI-built "Roofr Sites" and a "Compare softwares" section; CompanyCam sells photo documentation for field crews.See the research Source
• Your websiteSitemap (339 URLs, checked October 21, 2026): 230 blog posts; one /for/ trade page (roofing contractors, updated October 20, 2026); a "Production Staging Blog" page and a post titled "Webinar Recap: Smarter Interior Inspections (Clone)"; superseded legal pages (several dated privacy versions, "terms-of-use-old"); /roi-calculator/v1 and /roi-calculator/nl; eight paint-colour visualizer pages by brand; the only comparison posts are "aerial roof measurements vs Hover" and a blueprint takeoff tool comparison.Source
• Your websiteRoofing contractors page: "As few as 8 exterior photos", "Around 285 measurements per project on average"; an FAQ says ground-based photos capture detail "aerial imagery can miss". The exterior contractors page says Rapid Roofing's "close rates on siding jobs increased from 30% to 75%".Source
• Your websitePricing page: Starter "Get your first 3 projects for free - no credit card needed", then pay per project; Pro "$999/year" for "$20 off every project"; Business "$2,999/year" for "low flat-rate pricing regardless of project complexity"; Enterprise custom. Exterior models cost $59/$99/$139 on Starter, $39/$79/$119 on Pro and a flat $79 on Business; roof-only models cost $29/$49/$69 on Starter, $9/$29/$49 on Pro and a flat $39 on Business. Design, Estimates and CRM integrations are not included in Starter.Source

Render the cookie banner as a small bar that loads after the hero, defer tag-manager tags and ads pixels until consent and interaction, and set long cache lifetimes for static files. Check the field numbers monthly so they stay inside the limit.

Contractors often visit from a phone in the truck, and a lighter page keeps them above the line as more scripts get added.

• Consent compliance

  Keep the banner's choices; only change when it loads.

• Google PageSpeedHomepage on mobile: performance 37/100, lab largest paint 11.7 s and the largest element is the cookie banner; 7.2 MB and 140 requests, 17 third-party services (about 2 MB). Real visitors pass Core Web Vitals (largest paint 2.5 s at the 75th percentile, at the limit).Source

Track each new account from first model to first estimate to first signed proposal. When a model is ready, show a pre-filled estimate from the measurements with default labour and markup, and let Starter users send one estimate free. Report the step with the biggest drop each week.

The estimate is where contractors see money, and showing it on day one is the strongest reason to upgrade.

• Default prices look wrong

  Use the contractor's region and let them edit before sending.

• HiringModel-to-estimate: the Staff Product Analyst will "Define how we measure the flow from 3D model to Estimates, find where it leaks"; the Senior Engineering Manager, Estimation says "Hover already owns the measurement. Now we're building the estimate, the step that turns a completed scope into a signed deal"; the Staff Software Engineer, Property Scope covers "scope-to-order, including our material catalog, pricing, and ordering" and exports to "Xactimate and Cotality".Source
• Your websitePricing page: Starter "Get your first 3 projects for free - no credit card needed", then pay per project; Pro "$999/year" for "$20 off every project"; Business "$2,999/year" for "low flat-rate pricing regardless of project complexity"; Enterprise custom. Exterior models cost $59/$99/$139 on Starter, $39/$79/$119 on Pro and a flat $79 on Business; roof-only models cost $29/$49/$69 on Starter, $9/$29/$49 on Pro and a flat $39 on Business. Design, Estimates and CRM integrations are not included in Starter.Source
• HiringDirector / Senior Director, Engineering, Core UX & Growth (posted September 29, 2026): Hover has "a fast-growing base of small businesses discovering us for the first time" and wants to "unlock the small-business market through product-led growth, so a contractor can discover Hover, get set up, see value, choose the right plan, and grow with us without needing a high-touch sales motion". The role also leads "Billing Systems that power plans, entitlements, subscriptions, payments, and pricing".Source

Run the free projects with Pro features switched on, show what each one did ("design sent", "estimate signed"), and on the third project show the yearly saving at the contractor's pace with a one-click Pro upgrade. Keep Starter for those who don't upgrade.

A reverse trial lets people lose something they have used, which converts better than describing it.

• Support load rises

  Short in-app guides for each Pro feature.

• Your websitePricing page: Starter "Get your first 3 projects for free - no credit card needed", then pay per project; Pro "$999/year" for "$20 off every project"; Business "$2,999/year" for "low flat-rate pricing regardless of project complexity"; Enterprise custom. Exterior models cost $59/$99/$139 on Starter, $39/$79/$119 on Pro and a flat $79 on Business; roof-only models cost $29/$49/$69 on Starter, $9/$29/$49 on Pro and a flat $39 on Business. Design, Estimates and CRM integrations are not included in Starter.Source
• HiringDirector / Senior Director, Engineering, Core UX & Growth (posted September 29, 2026): Hover has "a fast-growing base of small businesses discovering us for the first time" and wants to "unlock the small-business market through product-led growth, so a contractor can discover Hover, get set up, see value, choose the right plan, and grow with us without needing a high-touch sales motion". The role also leads "Billing Systems that power plans, entitlements, subscriptions, payments, and pricing".Source
• HiringLead Product Manager, Agentic UX (posted October 8, 2026): "make Hover feel like one intuitive, connected product, from the first signup"; "Build self-service growth. Help customers discover value, get set up, become productive, and expand their use of Hover without high-touch support at every step"; "Apply AI to onboarding and self-service".Source

Offer a lite embed on Pro and Business: one trade, the contractor's brands, leads to email or their CRM, and a "Powered by Hover" link. Keep homeowner insights and custom products for Enterprise. Charge an add-on or use it to justify the plan.

More leads is what small contractors want most, and every embed is also a Hover ad on a local site.

• Cannibalises Enterprise

  Keep insights, custom SKUs and multi-branch for Enterprise.

• Your websiteDesign Embed page: homeowners design on the contractor's own site and their choices go "straight to your CRM", with "+125% increase in requested appointments", "+30% average ticket size" and "+8% increase in win rate". The pricing table lists Design Embed and Homeowner insights as Enterprise only.Source
• Your websitePricing page: Starter "Get your first 3 projects for free - no credit card needed", then pay per project; Pro "$999/year" for "$20 off every project"; Business "$2,999/year" for "low flat-rate pricing regardless of project complexity"; Enterprise custom. Exterior models cost $59/$99/$139 on Starter, $39/$79/$119 on Pro and a flat $79 on Business; roof-only models cost $29/$49/$69 on Starter, $9/$29/$49 on Pro and a flat $39 on Business. Design, Estimates and CRM integrations are not included in Starter.Source
• HiringDirector / Senior Director, Engineering, Core UX & Growth (posted September 29, 2026): Hover has "a fast-growing base of small businesses discovering us for the first time" and wants to "unlock the small-business market through product-led growth, so a contractor can discover Hover, get set up, see value, choose the right plan, and grow with us without needing a high-touch sales motion". The role also leads "Billing Systems that power plans, entitlements, subscriptions, payments, and pricing".Source

Tier the top 300 accounts by fit and intent across four verticals (carriers, adjusting firms, national contractors, distributors and manufacturers). For tier 1, write a one-page account plan with a named use case and the proof that fits it; for tier 2, run vertical campaigns. Share one list with SDRs.

Shared tiers stop marketing and SDRs working different lists and focus spend where enterprise deals are.

• Data quality

  Clean the top 300 first, not the whole CRM.

• HiringSenior Enterprise Marketing Manager (posted August 28, 2026): "The ABM function is new. We are hiring the second person on it"; deals are with "national contractors, distributors, manufacturers, and carriers"; "the account tiering frameworks, the vertical playbooks, and the co-marketing program are all either half-built or not built at all"; the role will be "Evaluating and rearchitecting our co-marketing program".Source
• HiringUpmarket sales: the Sales Development Representative post says "pipeline for our Large Accounts segment is the input to everything we close in 2026" as "Hover moves upmarket into enterprise accounts"; the Revenue Strategy & Analytics Director post says "Our sales-led business is growing faster than the systems that measure it" and asks for one source for the board, CEO, CFO and CRO.Source
• HiringImplementation Manager, Insurance (posted October 15, 2026): "Nine of the top ten U.S. insurance carriers use Hover"; Hover is "building our Implementation function now" for carrier deployments that move adjusters "from in-person inspections to remote, scan-based workflows".Source

Give distributor reps a co-branded invite link that gives their contractors extra free projects and tracks orders placed through Hover. Run joint counter events and webinars, and share order data with the distributor so they see the value.

Distributors talk to contractors every day and gain orders when Hover's takeoffs win bids, so their incentives line up.

• Channel conflict between distributors

  Keep each programme separate and fair.

• Your websiteDistributors page: "Reps at SRS Distribution and ABC Supply use Hover to deliver accurate takeoffs in minutes"; "Pros who use Hover save 40 minutes on every takeoff". The pricing page offers "Direct ordering" with "suppliers like ABC, SRS, or QXO" on Pro and above.Source
• HiringSenior Enterprise Marketing Manager (posted August 28, 2026): "The ABM function is new. We are hiring the second person on it"; deals are with "national contractors, distributors, manufacturers, and carriers"; "the account tiering frameworks, the vertical playbooks, and the co-marketing program are all either half-built or not built at all"; the role will be "Evaluating and rearchitecting our co-marketing program".Source
• Your websitePricing page: Starter "Get your first 3 projects for free - no credit card needed", then pay per project; Pro "$999/year" for "$20 off every project"; Business "$2,999/year" for "low flat-rate pricing regardless of project complexity"; Enterprise custom. Exterior models cost $59/$99/$139 on Starter, $39/$79/$119 on Pro and a flat $79 on Business; roof-only models cost $29/$49/$69 on Starter, $9/$29/$49 on Pro and a flat $39 on Business. Design, Estimates and CRM integrations are not included in Starter.Source

After a homeowner scan, offer them a free design to share and a "send this to another contractor" option that invites that contractor with free projects. Add a small "measured with Hover" link on proposals and designs sent to homeowners.

Every job creates new contacts at no cost, and a contractor invited by a homeowner arrives with a real project.

• Contractors dislike rivals being invited

  Let the inviting contractor see only their own job; allow opt-out of the footer on Business.

• Your websiteInsurance page: "500k homeowner scans", "4.5 stars in the Apple App Store", "5 of 5 top adjusting firms trust Hover". The invited-by-contractor page tells homeowners the app is "Fast, simple, secure and free" and that they can "Collaborate with your contractor to design and estimate costs".Source
• Your websiteHomeowner design page: "Add a photo to start designing in 15 seconds or less" and "Show your contractor exactly what you want"; the About page video shows the product helping "the user select a contractor and schedule a consultation".Source
• Your websitePricing page: Starter "Get your first 3 projects for free - no credit card needed", then pay per project; Pro "$999/year" for "$20 off every project"; Business "$2,999/year" for "low flat-rate pricing regardless of project complexity"; Enterprise custom. Exterior models cost $59/$99/$139 on Starter, $39/$79/$119 on Pro and a flat $79 on Business; roof-only models cost $29/$49/$69 on Starter, $9/$29/$49 on Pro and a flat $39 on Business. Design, Estimates and CRM integrations are not included in Starter.Source

Publish one story per segment this quarter (an adjusting firm, a distributor branch, a builder, a restoration contractor), with numbers. Post product updates and customer milestones to the newsroom each month.

Enterprise and insurance buyers look for peers like them, and a current newsroom shows momentum.

• Carriers rarely approve named stories

  Publish anonymised results with a role and region.

• Your websiteCustomer stories hub: five contractor stories (Sprague Roofing, Peninsula Siding, Gouge Roofing, Timberland Exteriors, Royal Exteriors); no insurance carrier, adjuster, distributor or builder stories. The press page's newest item is April 23, 2025 (James Hardie's "Hardie Designer, Powered by Hover's AI Technology").Source
• HiringImplementation Manager, Insurance (posted October 15, 2026): "Nine of the top ten U.S. insurance carriers use Hover"; Hover is "building our Implementation function now" for carrier deployments that move adjusters "from in-person inspections to remote, scan-based workflows".Source
• HiringSenior Enterprise Marketing Manager (posted August 28, 2026): "The ABM function is new. We are hiring the second person on it"; deals are with "national contractors, distributors, manufacturers, and carriers"; "the account tiering frameworks, the vertical playbooks, and the co-marketing program are all either half-built or not built at all"; the role will be "Evaluating and rearchitecting our co-marketing program".Source
• HiringContent Marketing Manager (posted September 1, 2026): "build a modern content engine from the ground up" and own "content strategy for our self-serve, product-led business" for "SMB construction businesses discovering and evaluating Hover"; formats include "website content, blog articles, webinars, original research and industry reports, guides and templates, video"; measured on "organic website traffic, content engagement, self-serve signups, feature utilization, and monetization".Source

Define five triggers from product data, route each to a CX manager with a short script and a suggested next step, and track saves and upgrades per trigger. Drop triggers that don't move behaviour.

Timed outreach saves at-risk accounts at the moment it matters, at low cost.

• Too many alerts

  Start with five and cap daily volume.

• HiringCustomer Experience Manager (posted October 9, 2026): "this Outbound motion is a newer, high-impact team that we are actively growing", "proactively reaching out to customers at key moments in their journey - from onboarding through retention", with a focus on "our small business and self-serve customer segments".Source
• HiringModel-to-estimate: the Staff Product Analyst will "Define how we measure the flow from 3D model to Estimates, find where it leaks"; the Senior Engineering Manager, Estimation says "Hover already owns the measurement. Now we're building the estimate, the step that turns a completed scope into a signed deal"; the Staff Software Engineer, Property Scope covers "scope-to-order, including our material catalog, pricing, and ordering" and exports to "Xactimate and Cotality".Source
• Your websitePricing page: Starter "Get your first 3 projects for free - no credit card needed", then pay per project; Pro "$999/year" for "$20 off every project"; Business "$2,999/year" for "low flat-rate pricing regardless of project complexity"; Enterprise custom. Exterior models cost $59/$99/$139 on Starter, $39/$79/$119 on Pro and a flat $79 on Business; roof-only models cost $29/$49/$69 on Starter, $9/$29/$49 on Pro and a flat $39 on Business. Design, Estimates and CRM integrations are not included in Starter.Source

Use anonymised Hover data for the inputs only Hover has (typical siding area, roof squares and openings by home size and region), combine with sourced material and labour prices, and publish one consistent range per guide with a method note. Add a "get your home measured" step for homeowners.

Original data earns links and AI citations, and it makes the guides proof of the product.

• Data privacy

  Aggregate by region and size; never single homes.

• Your websiteBlog cost guide "Vinyl Siding Cost" (October 2026) says vinyl costs "$4 to $12 per square foot installed" and later "$2.50 to $10.75 per sq. ft. installed", with figures "sourced from HomeGuide's siding cost guide", not Hover's own measured projects.Source
• Your websiteProof numbers differ by page: the homepage says "300K+ construction pros" and "22B+ square feet measured"; /contractors says "12M+ homes scanned" and "49B+ square feet"; /estimates says "10M+ homes scanned" and describes Pro as "Unlimited simple projects ... and automatic volume discounts", while /contractors and /pricing describe Pro as "$20 off" every project; /small-business-contractor says "Join 235,000+ Pros".Source
• HiringContent Marketing Manager (posted September 1, 2026): "build a modern content engine from the ground up" and own "content strategy for our self-serve, product-led business" for "SMB construction businesses discovering and evaluating Hover"; formats include "website content, blog articles, webinars, original research and industry reports, guides and templates, video"; measured on "organic website traffic, content engagement, self-serve signups, feature utilization, and monetization".Source

Use the same inputs to recommend a plan with its yearly cost, show return against that cost, and offer the 3 free projects with the plan pre-selected. Email the result to those who want it.

A visitor who just typed in their volume is a qualified lead; the next step should be obvious.

• Inflated ROI

  Show the survey basis for the estimates.

• Your websiteROI calculator: asks for jobs in the next 12 months, bids per month, win rate and average job value, and shows hours saved and additional revenue; it does not recommend a plan or link to pricing.Source
• Your websitePricing page: Starter "Get your first 3 projects for free - no credit card needed", then pay per project; Pro "$999/year" for "$20 off every project"; Business "$2,999/year" for "low flat-rate pricing regardless of project complexity"; Enterprise custom. Exterior models cost $59/$99/$139 on Starter, $39/$79/$119 on Pro and a flat $79 on Business; roof-only models cost $29/$49/$69 on Starter, $9/$29/$49 on Pro and a flat $39 on Business. Design, Estimates and CRM integrations are not included in Starter.Source
• HiringDirector / Senior Director, Engineering, Core UX & Growth (posted September 29, 2026): Hover has "a fast-growing base of small businesses discovering us for the first time" and wants to "unlock the small-business market through product-led growth, so a contractor can discover Hover, get set up, see value, choose the right plan, and grow with us without needing a high-touch sales motion". The role also leads "Billing Systems that power plans, entitlements, subscriptions, payments, and pricing".Source

Agree definitions for signup, activated account, paid, expanded and churned across both motions, tag the source of each account, and report product-led pipeline to sales in the same weekly pack.

Shared definitions show which motion pays for itself and stop teams fighting over credit.

• Arguments over credit

  Report both source and influence.

• HiringUpmarket sales: the Sales Development Representative post says "pipeline for our Large Accounts segment is the input to everything we close in 2026" as "Hover moves upmarket into enterprise accounts"; the Revenue Strategy & Analytics Director post says "Our sales-led business is growing faster than the systems that measure it" and asks for one source for the board, CEO, CFO and CRO.Source
• HiringDirector / Senior Director, Engineering, Core UX & Growth (posted September 29, 2026): Hover has "a fast-growing base of small businesses discovering us for the first time" and wants to "unlock the small-business market through product-led growth, so a contractor can discover Hover, get set up, see value, choose the right plan, and grow with us without needing a high-touch sales motion". The role also leads "Billing Systems that power plans, entitlements, subscriptions, payments, and pricing".Source
• HiringModel-to-estimate: the Staff Product Analyst will "Define how we measure the flow from 3D model to Estimates, find where it leaks"; the Senior Engineering Manager, Estimation says "Hover already owns the measurement. Now we're building the estimate, the step that turns a completed scope into a signed deal"; the Staff Software Engineer, Property Scope covers "scope-to-order, including our material catalog, pricing, and ordering" and exports to "Xactimate and Cotality".Source

Build an in-app agent that asks for the trade, brands and labour rates, sets up the estimate template, walks the first scan, and drafts the first proposal. Hand off to a person when stuck. Compare activation against a control.

Setting up the first job with the contractor removes the main reason self-serve users stall.

• Wrong setup values

  Contractor reviews every value before use.

• HiringLead Product Manager, Agentic UX (posted October 8, 2026): "make Hover feel like one intuitive, connected product, from the first signup"; "Build self-service growth. Help customers discover value, get set up, become productive, and expand their use of Hover without high-touch support at every step"; "Apply AI to onboarding and self-service".Source
• HiringDirector / Senior Director, Engineering, Core UX & Growth (posted September 29, 2026): Hover has "a fast-growing base of small businesses discovering us for the first time" and wants to "unlock the small-business market through product-led growth, so a contractor can discover Hover, get set up, see value, choose the right plan, and grow with us without needing a high-touch sales motion". The role also leads "Billing Systems that power plans, entitlements, subscriptions, payments, and pricing".Source
• HiringModel-to-estimate: the Staff Product Analyst will "Define how we measure the flow from 3D model to Estimates, find where it leaks"; the Senior Engineering Manager, Estimation says "Hover already owns the measurement. Now we're building the estimate, the step that turns a completed scope into a signed deal"; the Staff Software Engineer, Property Scope covers "scope-to-order, including our material catalog, pricing, and ordering" and exports to "Xactimate and Cotality".Source

After a proposal is signed, offer a one-click order with the distributor's live price and delivery date, plus a reorder for missed items. Track order value per account and agree a commercial model with distributors.

It saves contractors time, gives distributors orders, and gives Hover revenue that grows with jobs, not seats.

• Distributors protect their own portals

  Share data and send them the order.

• HiringModel-to-estimate: the Staff Product Analyst will "Define how we measure the flow from 3D model to Estimates, find where it leaks"; the Senior Engineering Manager, Estimation says "Hover already owns the measurement. Now we're building the estimate, the step that turns a completed scope into a signed deal"; the Staff Software Engineer, Property Scope covers "scope-to-order, including our material catalog, pricing, and ordering" and exports to "Xactimate and Cotality".Source
• Your websiteDistributors page: "Reps at SRS Distribution and ABC Supply use Hover to deliver accurate takeoffs in minutes"; "Pros who use Hover save 40 minutes on every takeoff". The pricing page offers "Direct ordering" with "suppliers like ABC, SRS, or QXO" on Pro and above.Source
• Your websitePricing page: Starter "Get your first 3 projects for free - no credit card needed", then pay per project; Pro "$999/year" for "$20 off every project"; Business "$2,999/year" for "low flat-rate pricing regardless of project complexity"; Enterprise custom. Exterior models cost $59/$99/$139 on Starter, $39/$79/$119 on Pro and a flat $79 on Business; roof-only models cost $29/$49/$69 on Starter, $9/$29/$49 on Pro and a flat $39 on Business. Design, Estimates and CRM integrations are not included in Starter.Source

With carrier agreement and homeowner consent, offer policyholders a choice of Hover contractors who can start from the existing model, and let contractors quote from it. Keep it optional and neutral.

Contractors get qualified jobs, homeowners avoid another visit, and carriers settle faster.

• Carrier and regulatory concerns about steering

  Keep it homeowner-choice, neutral and carrier-approved.

• HiringImplementation Manager, Insurance (posted October 15, 2026): "Nine of the top ten U.S. insurance carriers use Hover"; Hover is "building our Implementation function now" for carrier deployments that move adjusters "from in-person inspections to remote, scan-based workflows".Source
• Your websiteInsurance page: "500k homeowner scans", "4.5 stars in the Apple App Store", "5 of 5 top adjusting firms trust Hover". The invited-by-contractor page tells homeowners the app is "Fast, simple, secure and free" and that they can "Collaborate with your contractor to design and estimate costs".Source
• Your websiteHomeowner design page: "Add a photo to start designing in 15 seconds or less" and "Show your contractor exactly what you want"; the About page video shows the product helping "the user select a contractor and schedule a consultation".Source

After a design, ask for a zip code and offer to send the design to local Hover painting contractors, who get it as a lead with free projects. Track which brands bring the most leads.

Free design tools draw homeowners; leads draw contractors. The visualizer becomes a two-sided channel.

• Few painters on Hover

  Start in metros with the most Hover painters.

• Your websiteSitemap (339 URLs, checked October 21, 2026): 230 blog posts; one /for/ trade page (roofing contractors, updated October 20, 2026); a "Production Staging Blog" page and a post titled "Webinar Recap: Smarter Interior Inspections (Clone)"; superseded legal pages (several dated privacy versions, "terms-of-use-old"); /roi-calculator/v1 and /roi-calculator/nl; eight paint-colour visualizer pages by brand; the only comparison posts are "aerial roof measurements vs Hover" and a blueprint takeoff tool comparison.Source
• Your websiteHomeowner design page: "Add a photo to start designing in 15 seconds or less" and "Show your contractor exactly what you want"; the About page video shows the product helping "the user select a contractor and schedule a consultation".Source
• Your websiteDesign Embed page: homeowners design on the contractor's own site and their choices go "straight to your CRM", with "+125% increase in requested appointments", "+30% average ticket size" and "+8% increase in win rate". The pricing table lists Design Embed and Homeowner insights as Enterprise only.Source

Commission a third party to measure 100 homes by tape, Hover and an aerial report, publish the full method and results, and use them on comparison pages and in carrier deals.

In a market where everyone claims accuracy, a public study is proof rivals must answer.

• Results less favourable than hoped

  Agree to publish either way; improve where it loses.

• Competitor researchRivals' own homepages: Eagleview sells aerial "Premium Roof Reports" and "Bid Perfect" with "98%+ Accuracy on property measurements" and "20 of the top 20 insurers rely on Eagleview"; Roofr sells roofing software with "Start for free", AI-built "Roofr Sites" and a "Compare softwares" section; CompanyCam sells photo documentation for field crews.See the research Source
• Your websiteRoofing contractors page: "As few as 8 exterior photos", "Around 285 measurements per project on average"; an FAQ says ground-based photos capture detail "aerial imagery can miss". The exterior contractors page says Rapid Roofing's "close rates on siding jobs increased from 30% to 75%".Source
• HiringSenior Enterprise Marketing Manager (posted August 28, 2026): "The ABM function is new. We are hiring the second person on it"; deals are with "national contractors, distributors, manufacturers, and carriers"; "the account tiering frameworks, the vertical playbooks, and the co-marketing program are all either half-built or not built at all"; the role will be "Evaluating and rearchitecting our co-marketing program".Source