There’s a new wave of flooring entrepreneurs hitting the scene. They’re tech-savvy, agile, and hungry to grow their businesses–fast. Jude Bontemps, founder and owner of Design Construct Flooring, is part of that wave. His journey to building a strong flooring business reflects the story of many newcomers entering the industry today.

The old standards no longer apply. Today’s entrepreneurs like Jude are looking to optimize, simplify, and consolidate their workflows, and that’s exactly what Jude sought when searching for flooring-specific takeoff software.

After almost a decade of working as a general contractor, juggling multiple trades and chasing endless jobs, Jude realized the traditional GC grind wasn’t sustainable. He decided to focus on one scope: flooring. A year and a half ago, he launched Design Construct, aiming to build a lean, technology-forward company that could scale quickly. With the help of MeasureSquare CRM and MeasureSquare 8, Jude is achieving just that.

Finding Tools That Match a Growth Mindset

Right away, Jude knew he needed software that could keep pace with his ambitions. Callidus felt outdated, and other generic solutions weren’t designed for flooring. MeasureSquare 8 stood out; not only was it user-friendly, it offered AI-powered takeoffs, a feature few competitors could match.

“I was juggling over five different software programs: a CRM, invoicing, takeoffs, QuickBooks, Excel, phone logs, email, you name it. Why isn’t there a software with everything combined in one?” he recalled. Then he discovered MeasureSquare CRM: “This is exactly what I’m looking for.”

Jude learned the platform largely on his own.

“I compare it to tracing in a coloring book. You trace it, you know what material goes in, add the adhesives and labor, and that’s it.”

That intuitive experience let him get started immediately, even while building a team from scratch.

Streamlining a Complex Workflow

MeasureSquare CRM transformed how Jude manages his business. Tasks that once involved juggling multiple platforms now flow seamlessly in one connected system. His workflow, simplified, looks like this:

MeasureSquare CRM Workflow Flow:

• Import Bids → Review Projects → Assign to Estimators → Complete Takeoff → Double-Check & Request Pricing → Build Bid → Awarded Projects → Invoicing & SOVs → Send Submittals → Track POs & Work Orders → Analyze Profitability
  

This system reduces errors, saves time, and allows Jude to scale while retaining complete control over the entire process.

Project Summary

Jude tracks profitability and costs for every project using Project Summary in MeasureSquare CRM.

“Profit margin is really the main thing I’m looking at to see if I’m going to make money on a job or not.”

By logging purchase orders (POs), work orders (WOs), and payments directly in MeasureSquare CRM, Jude has a live view of project costs throughout the lifecycle. While recording payments is still manual, he feels confident in tracking job performance without relying solely on QuickBooks.

Price Requests

Sending pricing to vendors is now streamlined, replacing a tedious four- or five-step process.

“Now it’s realistically a one-step process. Actually, it’s like a two-click process. And it saves all of your vendor correspondence right in the CRM. I don’t have to dig through emails from weeks ago.”

This efficiency keeps projects moving and ensures pricing information is always at his fingertips.

Submittals

Submittals, which used to be a headache, are now a breeze. Many projects reuse the same materials, stored in a general folder on Microsoft Outlook or OneDrive, making attaching product data nearly instantaneous.

“It’s just a drag, pull in, attach the product data, hit print, and it literally attaches everything on the back end instead of me trying to do it manually. If you’re doing several a week, you save a couple hours easily.”

Previously, Jude would create templates in Excel, input materials, convert to PDFs, and manually append product data; steps that were redundant and time-consuming. Now, MeasureSquare CRM handles the heavy lifting.

Airtable

While MeasureSquare CRM manages projects, Jude uses Airtable to track leads and store client information.

“I store all my leads in Airtable because you don’t know if they’re hot or cold. Pulling estimates into Airtable gives me one central database of commercial and residential clients, instead of overloading the CRM.”

He also plans to connect Airtable with MeasureSquare CRM via open APIs to create a unified, automated workflow in the future.

AI Tools in MeasureSquare CRM

Teaching his junior estimators used to be a challenge, especially when it came to identifying materials for each project. That’s where the AI Analyzer in MeasureSquare CRM comes in handy. Its Extract Materials tool quickly identifies all materials in a diagram, drastically reducing the time spent manually reviewing schedules.

“The AI and price requests are the biggest game changers for me because when I was teaching them [his new hires], a struggle point for them was, ‘Where do I find a finish schedule? How do I know which material is for flooring or which material is this?’

It was a growing pain for his new hires. Now with AI, his team can just hit analyze and it gives them a list of all the flooring material involved in a project. So now it’s as simple as copying and pasting the materials when they’re working on a diagram.

“So that was a big help for them. It saves them a lot of time. This way I don’t have to look through it. I’ll double check it and I tell them to double check it as well, but based on my experience, it’s about 90%. It’s pretty damn accurate,” says Jude.

On Using AI Takeoff in MeasureSquare 8

While Jude’s estimators handle smaller-scale takeoffs in MeasureSquareCRM, he still relies on MeasureSquare 8 for larger, more complex projects. And he’s been exploring its AI Takeoff tool since first starting out.

Jude says: “Honestly, I think it’s getting better. When I first started, it was a hit or miss, so I stopped using it. But recently, it’s gotten better. You have to train the AI. So, in the last six months, I just use it every time just so it can get smarter because I know that’s how AI works.”

GC Experience: Professionalism In Submittals & SOV

Jude’s experience as a general contractor gives him a unique edge. He knows what commercial clients expect, especially when it comes to schedules of values (SOV) and submittals. 

Early on, he noticed that many smaller companies struggled to get SOVs right. 

“Your guys’ SOV template makes the format way easier,” he says, adding that Measure Square allows him to handle these documents efficiently and professionally. That foundation makes managing change orders seamless, helping him deliver high-quality work every time.

Submittals used to be just as tricky. “A lot of flooring companies will just send a bunch of product PDFs without cover pages or transmitter sheets. As a GC, you could be very particular and send it back, and then you might not get that submittal back for another month or so,” Jude explains. 

With Measure Square, he keeps the process organized and professional, saving time and avoiding unnecessary back-and-forth.

Scaling Fast with MeasureSquare CRM 

MeasureSquare CRM has fueled Design Construct’s rapid growth. Before implementing the system, Jude could produce roughly 50 estimates per month. With streamlined workflows and AI-assisted takeoffs, he and his team now complete 80-100 a month. Once his junior estimators are fully trained, he predicts they’ll be able to achieve an average of 120-150 a month.

Small Details, Big Wins

Perhaps the most illustrative example of Measure Square’s impact is in the details. Seam placement, for instance, is critical in flooring layouts, which is a nuance even self-proclaimed ‘jack-of-all-trades’ Jude never would have known without the software. MeasureSquare 8 ensures these small but crucial details are handled correctly, saving time, reducing errors, and building professional credibility for his company.

In Conclusion: From Smart to Smarter

Barely a year and a half in, Jude Bontemps is already ahead of the game, with his eye on analytics, optimizing every part of his operation, and putting AI to work intelligently. He’s proof that the smartest leaders can get even smarter with the help of Measure Square.

For more info on MeasureSquare CRM, click here.
To schedule a demo, click here.

For more info on Design Construct Flooring, click here.

According to Paul Menninger, most business owners in the stone and countertop industry focus on net results: margins, jobs completed, revenue. What often gets overlooked is accuracy at the front end. With MeasureSquare Stone & Tile stone fabricator software, Paul and his team at Capitol Granite don’t just maintain accuracy; they prevent costly errors before they ever happen.

Previously, Paul relied on Bluebeam, where nearly 50% of his time was spent figuring out where the deviations were between the initial takeoff and what was actually installed. Today, that same time goes into estimating and winning jobs–a transformative shift.

Being able to implement tagging, affiliating parts, and phased work have made his workflow smoother, more transparent, and more resilient when it comes to handling inevitable change orders.

And Paul knows a thing or two about innovation. Early in his career, he worked with Flow International to program waterjet machines, back when jobs had to be programmed from hard templates. It was redundant, error-prone work, and it showed him firsthand the cost of inefficiency. 

Around that time, he founded Capitol Granite. A decade later, the company expanded into the commercial sector, where Paul quickly encountered a major challenge: over- or under-ordering materials.

“We made our way into the commercial sector where the margins are better, but the risk is also higher. The downside is greater if you do it wrong. The upside is very lucrative if you’re capable of doing it right.”

Key milestones since then include going fully digital about eight years ago, expanding into a 24K square foot facility, and, most recently, adopting MeasureSquare Stone & Tile in 2023–all of which paved the way for smarter, more efficient workflows.

Consistent Nomenclature via Tagging: Staying Aligned
For Paul, tagging inside MeasureSquare Stone & Tile stone fabricator software has been a game changer. “All the activities associated with a project are seamlessly connected. We can phase the work, affiliate the parts, and keep every file consistent throughout the process,” he explained.

That consistency is especially powerful once jobs hit the shop. By tagging sinks, splashes, cutouts, and edges during the takeoff, those details flow directly into fabrication drawings with no risk of getting lost in translation. Instead of relying on notes or renaming parts by hand, Paul’s team delivers complete files to the shop, making it clear what gets cut, fabricated, and installed.

The result: smoother handoffs, fewer mistakes on the floor, and far less rework. 

“The opportunity cost of preventing rework is massive. Rework isn’t just material; it’s labor, managing the shop, interrupting everyone’s life. Measure Square cuts that out upfront,” Paul explained.

Phased Work: Managing Complex Jobs Without Overbuying
Commercial projects often require work to be broken into phases–bathrooms first, then a salad bar, then the rest of the space. Without planning, material orders quickly go wrong. MeasureSquare Stone & Tile lets Paul label phases within the same file and run slab optimization accordingly.

“There’s nothing worse than buying 12 slabs for a 12-slab job, only to find out later you need 14 because the work was phased,” Paul said. “Measure Square makes sure that doesn’t happen.”

Unified Teamwork & Handling Change Orders
Measure Square Stone & Tile doesn’t just improve accuracy; it keeps the entire team aligned. From sales to fabrication to installation, everyone works from the same tagged parts, phased plans, and takeoffs.

Change orders, while unavoidable, no longer derail projects. Paul can model scenarios in advance, compare slab sizes, tie labor estimates to material choices, and instantly see the cost and yield impact of each option. In conversations with owners or designers, he can adjust the takeoff and provide a visual, accurate answer without starting over.

“Being able to do it fast and right is key to this game,” Paul said. “That speed and accuracy set us apart. In the past, change orders meant manually adjusting drawings and losing hours to rework. With Measure Square, that’s gone.

Value Engineering: Winning Jobs With Smarter Proposals
MeasureSquare Stone & Tile has also given Paul a competitive edge in bidding. Instead of submitting a single number, he can test alternatives on the fly, swap slab sizes, and generate new layouts without redoing entire takeoffs. This allows him to present clients with options, explain cost impacts with visuals, and educate them on choices competitors rarely highlight.

“With Measure Square, I can lay out a project, calculate the slabs needed, then create another version by adjusting seam locations to get a much better material yield,” Paul explained. “That lets me pass most of the savings on to the client in a true value-engineered proposal.”

The software also makes it easy to adapt layouts across different slab sizes, thicknesses, or layers.

“I can convert, add, and reprice with just a few clicks,” Paul said. “That lets me quickly present multiple options, show the value proposition, and position us as a partner rather than just a contractor.”

“Our competitor gives a number. We give a number with proof,” Paul added. “That transparency puts us in a different light with the same set of clients.”

This ability to value-engineer has translated into winning more jobs–and often, repeat business.

From Damage Control to Estimating

The personal impact for Paul has been dramatic. “I used to spend 50% of my time fixing problems from an inefficient process. Now, I spend that time estimating,” he explained. “Production installs the job, and I don’t hear about it again until it’s time to invoice.”

That shift, from damage control to proactive estimating, Paul says is difficult to quantify but invaluable for both efficiency and peace of mind.

From Bluebeam to Measure Square: A Necessary Leap

Paul’s experience with Bluebeam underscored the gaps that MeasureSquare Stone & Tile filled. In Bluebeam, there was:

• No consistent nomenclature: Different names for the same part at each stage
• No ability to affiliate parts: Notes were the only workaround
• No phased work: Making complex jobs risky to bid
• No visual representation: Harder to scope jobs or catch errors

With MeasureSquare Stone & Tile, Paul gained the optics, accuracy, and flexibility that Bluebeam couldn’t provide.

Stone-Specific Tools: Built for Fabricators

In addition, what really caught Paul’s eye when first getting a demo of MeasureSquare Stone & Tile, were the stone-focused tools built directly into the software.

“When I first saw it with Matt at a trade show, I was blown away by how fast and visual takeoffs were,” Paul said. “Affiliating splashes, laminations, and creating substrate layers was simple. Everything’s built for stone, and nothing extra gets in the way.”

With MeasureSquare Stone & Tile, he can:

• Visually create shapes
• Add miters or backsplashes with a single click
• Tag every detail for accurate tracking
• Segregate and categorize parts for fabrication

Through the Slab Optimizer in MeasureSquare Stone & Tile, Paul can:

• Nest pieces in a project
• Test different slab sizes
• Calculate material yield

For Paul, that clarity is crucial: “Stone is our biggest cost center. If I can get the yield right, I know what the job is really going to cost.”

The result is an accurate takeoff that ties directly into fabrication, helping Paul focus on doing each job right the first time.

Effectiveness Over Efficiency: Paul’s Philosophy

Paul believes Measure Square’s biggest strength is that it supports his philosophy of effectiveness over efficiency. While most of the industry focuses on pushing more square footage through the shop, Paul zeroes in on doing it right the first time.

“Nobody talks about effectiveness, or doing it right the first time, on time, every time. Efficiency doesn’t matter if you’re doing the same thing twice and not getting paid for it,” he said.

For him, effectiveness means fewer errors, less rework, and more profit. “If you focus on effectiveness, all the efficiency metrics fall into place anyway,” Paul explained. “You make more money by doing it right upfront.”

Final Thoughts

With MeasureSquare Stone & Tile, Paul has turned effectiveness and preventative processes into a competitive advantage, proving that doing it right the first time is the best path to profit, repeat business, and client trust.

For more information on MeasureSquare Stone & Tile, click here.

To schedule a free demo, click here.

What followed was a period of rapid growth: CIR increased its revenue by 88.37% over a 5-year period. Here’s how Valentino guided his estimating team through the transition, overcame key challenges, and helped position the company for scalable success.

CIR’s Evolution

As CIR began to take on larger commercial projects, its existing takeoff software, Callidus, couldn’t keep up. That’s when Valentino began exploring alternatives.

After testing several solutions, Valentino found that MeasureSquare 8 initially stood out for its modern user interface. “Other programs looked Windows ’95-esque. Measure Square looked more modern,” Valentino said. But what really sealed the deal was the ability of MeasureSquare 8 to handle large-scale projects with ease.

“With Callidus, when we worked on multistory buildings, we had to manage separate files for each floor. Just working out how to do that took time away from actually moving the project forward.”

MeasureSquare 8 eliminated that bottleneck. Its Tabs feature allowed users to manage multiple areas of a project within a single file, perfect for multilevel jobs or multi-phase rollouts.

By early 2019, CIR began phasing out Callidus and transitioning to Measure Square. But the switch wasn’t without its growing pains.

Early Roadblocks: Adoption and Accuracy

Initially, the residential and retail-leaning setup of MeasureSquare 8 didn’t reflect CIR’s commercial workflow. On top of that, CIR’s estimators were used to how Callidus calculated waste and material quantities, details that directly impacted their competitiveness in bids.

Valentino compares the transition to learning Photoshop:

“It was like opening a complex program with no manual. We didn’t know which settings to tweak, like seam overlaps and stretch size. The small details that affect quantities. And the commercial workflow process that we needed replicated within MeasureSquare 8 just was not built into the program yet. So we did use the Measure Square training program and many other online resources, but at the early stages that adaptation to a commercial workflow just wasn’t there yet.”

Rather than abandon the rollout, Valentino customized the settings in MeasureSquare 8 to more closely mirror that of Callidus’. That made the platform more intuitive for his team and ensured consistent material usage across bids.

“Fortunately, I was able to figure it out by trial and error, and that’s my specialty. I was able to make Measure Square reflect the quantities and the behavior of Callidus. So then if we drew it on Callidus or Measure Square, both projects would vary very, very slightly. And so once it got to that point, everybody liked it.”

From Steady Growth to Major Gains: Scaling with Measure Square

It took about 1-2 years for CIR to fully adopt Measure Square and climb the learning curve. But by year three, the impact was clear.

The bottleneck in estimating disappeared, and, combined with other contributing factors such as a growing estimating team and increased proficiency with the software, this led to rapid growth in project sales.  By year four, sales had jumped by more than 50%, and within two more years, CIR had nearly doubled that milestone.

Measure Square also gave CIR the capability to take on its largest project to date, valued at over $6 million, which played a major role in achieving that record-breaking year in 2024.

The Tools That Transformed CIR’s Workflow

According to Valentino, three key features in MeasureSquare 8 were game changers:

1. Hot Keys for Faster Workflows

“I mapped all my hot keys to the left side of the keyboard. I can do everything without moving my hand. In a project that might involve hundreds of clicks, cutting half a second off each one adds up fast.”

This optimization alone shaved 1–2 hours off projects that used to take 8 hours.

2. Image IntelliSense (Now Align on Path)

“It’s subtle but powerful. You get quick, accurate alignment when drawing floor plans. Saving even milliseconds per task adds up over hundreds of actions.”

3. Tabs & Phases for Complex Jobs

On large projects (like hotels or event spaces) CIR often needs to separate front-of-house, back-of-house, and shared areas, for example. The Tabs and Phases features in MeasureSquare 8 made it easy to break jobs down, estimate specific rooms, and generate area-specific reports.

“It follows the workflow all the way to the installer. Being able to send quick, precise printouts for each section made a big difference.”

A Costly Lesson in Detail

Of course, not every lesson came easy.

In one project, CIR’s team didn’t realize that grout lines in MeasureSquare 8 reduce the net square footage of tile—leading to a shortage after materials were ordered.

“It wasn’t a huge amount, but the tile was coming from Italy. Between manufacturing and shipping delays, that one miscalculation turned into a substantial delay. It was a costly lesson.”

Valentino now uses that example as a training opportunity: overlooking or just not knowing about small setup details in estimating software can have major downstream consequences.

Note that at the time, tile estimates in MeasureSquare 8 included grout spacing (e.g., 1/8″ or 1/16″), which subtly reduced the net coverage per tile. If users didn’t realize this impact on total square footage, they may have underordered materials. That’s exactly what happened in this case: the calculated area appeared sufficient, but the actual quantity of material fell short once grout spacing was factored in.

For new users currently experiencing blind spots due to the learning curve, know that Measure Square offers numerous support resources, including an in-house support team, a 24/7 AI chatbot, YouTube tutorials, Knowledge Base articles, and a Facebook group where Measure Square users like you troubleshoot challenges and share time-saving tips and tricks.

Final Thoughts

CIR’s story is one of adaptation, customization, and leadership. By leaning into a flexible platform like Measure Square, and tailoring it to their commercial needs, Valentino was able to design a process that reduced manual work, scaled their output, and created a smoother experience from takeoff to completion.

“It took time, but we made the software work for us. Now, it’s the foundation of how we estimate every job,” Valentino says.

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Armed with a laptop, mobile printer, internet connection, and a folding table and chair, he transformed his vehicle into a makeshift command center. He’d visit a jobsite, take measurements, retreat to his van to complete the plan, then head straight to the next appointment, often completing 10 to 12 measures a day. Meanwhile, others on his team were lucky to finish two. They had to return to the office, re-enter data from paper notes, and only then could they begin quoting.

This hustle-first, systems-later approach worked for a while. But as the business grew, so did the need for consistency, efficiency, and scalable processes, especially when bringing on new sales reps.

Today, Burke runs a streamlined, tech-driven operation powered by MeasureSquare Mobile and MeasureSquare CRM, two tools that have transformed the way his team estimates, sells, and closes jobs.

“The most expensive part of my business is hiring and training salespeople who can estimate and quote accurately on the spot,” Burke explains. “Measure Square gives us a system that works, even for newer team members.”

Let’s walk through how Burke’s team trains and empowers new reps using MeasureSquare Mobile and MeasureSquare CRM, from lead capture to job closeout.

Lead Entry and Appointment Scheduling with MeasureSquare CRM

The sales process begins the moment a customer expresses interest, whether it’s a phone call, a showroom visit, or an online form submission. At this stage, Brian’s team logs every new lead into MeasureSquare CRM, entering their contact details, address, and any notes about product preferences or showroom selections.

From there, the system automatically syncs the information to MeasureSquare Mobile, equipping the assigned sales rep with everything they need before they even walk into the home. This pre-appointment prep means reps aren’t starting cold. They’re walking in informed and ready to measure, quote, and sell.

Burke’s team has also adopted a “zone of ownership” mindset when it comes to team structure and MeasureSquare CRM usage. Every role is specialized, and every employee is empowered to become a subject matter expert in their part of the workflow.

“You load your job up on MeasureSquare CRM, your diagram. The measurer picks up their diagram, measures the room, syncs it back. That’s the job done,” explains Burke. “I always talk about heroes in the business. I want everyone to be the hero of the area that they do their work in.”

This mindset shift, from trying to hire all-in-one experts to building strong, focused workflows, has changed how his business operates. Instead of relying on experienced generalists (which are harder to find), Burke trains new hires to master one specific part of the process: job scheduling, quoting, measuring, or customer engagement.

“We’ve got one person doing job scheduling for three locations, Auckland, Whangarei, and Kaitaia, and it works,” he says. “Let each person become the best at their part.”

In-Home Measurement and Product Assignment

During the appointment, sales reps use MeasureSquare Mobile to measure each room and assign specific products (i.e., carpet, pad, vinyl, tile, etc.) to each area. They can visualize the job and prep it for quoting in real time, all from their tablet.

For new hires, this is a game-changer. They don’t have to guess or remember steps. The app guides them through every room, every measurement, and every product entry. It creates consistency, improves accuracy, and dramatically reduces the training curve.

Keeping Everything in Sync with MeasureSquare CRM

Once measurements are complete, the rep taps a button in MeasureSquare Mobile to send all data back to MeasureSquare CRM. This includes floor plans, product selections, and all associated quantities.

Everything lives in one system; no double entry, no email attachments, no searching for paper notes.

“Before MeasureSquare CRM, we had to re-key product data into StockUnify and other tools. It was a huge drain,” Burke explains. “Now, everything is centralized in MeasureSquare CRM. We’ve eliminated hours of admin work.”

That centralization allows reps, project managers, store staff, and installers to access exactly what they need and when they need it—all from the same interface.

Automate Lead Entry into MeasureSquare CRM with Zapier

For many flooring retailers, the problem starts before the rep even gets involved: missed leads. When prospects fill out a contact form on your website, it often triggers an email. And if no one enters that lead into MeasureSquare CRM right away, it can easily be lost or delayed.

To solve this, Brian Burke’s team uses Zapier to automate lead entry into MeasureSquare CRM. Here’s how it works:

When a customer fills out a form on the company website, an email is triggered. Zapier monitors the inbox, detects the lead email, extracts the relevant information, and automatically creates a new deal in MeasureSquare CRM, populating customer name, contact info, project type, and more.

This automation means no more missed leads sitting in email. Reps can follow up right away, and the lead is properly tracked in MeasureSquare CRM from day one.

Automated lead entry also improves data consistency, saves time for the sales team, and shortens the time between inquiry and appointment.

“We use Zapier to trigger a full workflow,” says Burke. “Once a lead is entered in MeasureSquare CRM, it pushes to Basecamp and ClockShark for team comms and time tracking. It’s a system built for speed.”

Quote Creation and Proposal Generation

Back in the field, once the project data is synced, reps use MeasureSquare CRM to generate a detailed bid proposal. No more calling the office. No more starting from scratch. The proposal includes the room diagrams, product selections, pricing, deposit amounts, and terms.

Burke’s team even adds QR codes to their proposals so that inventory labels and barcoded product tickets can be printed on demand, which saves the warehouse team hours of re-keying each order.

“We’ve got mobile printers on-site now. If we need ten bags of adhesive, the storeman scans the QR code, and prints ten barcoded tickets, instantly.”

Inventory, Installers, and Execution

Inventory was once one of Burke’s biggest headaches. His team used to rely on multiple apps and had to manually export purchase orders to other systems. Now, MeasureSquare CRM’s inventory module lets them manage stock, track usage, and simplify reorders, all within the platform.

Work orders are generated from MeasureSquare CRM with layouts customized for mobile. Installers receive everything they need on their phones, including site address, product specs, job notes, and contact numbers, without needing to swing by the store.

“We don’t want our installers coming in,” Burke says. “We prep everything the day before and deliver to the site. MeasureSquare CRM makes that work.”

Built for Scaling and Simplifying

As Brian Burke’s operation grew to include over 25 installers, multiple locations, and layers of communication, the complexity increased. But MeasureSquare CRM has kept everything organized, scalable, and centered on the customer.

From tracking project profit margins and SOVs, to creating simpler workflows for installers and store staff, MeasureSquare CRM acts as the central nervous system for the entire business.

“We use everything in MeasureSquare CRM: bids, work orders, scheduling, inventory,” says Burke. “It’s allowed us to grow without needing to hire more admin staff.”

Final Thoughts

MeasureSquare Mobile and MeasureSquare CRM are more than tools; they’re a system that helps flooring businesses train new sales reps, simplify workflows, and close more jobs with fewer headaches. As Brian Burke’s story shows, smart tech and smart processes can transform your business from reactive to proactive, and from scattered to streamlined.

Want to learn how MeasureSquare CRM can streamline your operations and drive growth like it did for Brian? Book a demo.

Not ready to take the leap? Test-drive MeasureSquare CRM with our free 14-day trial: Begin your trial.

For White River Flooring, two platforms stand at the heart of their operations: QFloors and MeasureSquare CRM.

QFloors manages job costing, inventory, billing, and accounting functions. MeasureSquare CRM powers the sales side—tracking leads, managing communication, and providing visibility from first contact to final bid.

This combination of structure and clarity has fueled measurable success. One White River location grew from under $1 million to $14 million in revenue, a leap that owner Waylon Reeves credits in large part to both Measure Square and QFloors.

“QFloors and Measure Square allowed us to provide structure and delegate tasks within the software, and that, in turn, caused a ton of growth. I would say that Measure Square and QFloors are in the top five reasons we’ve been able to grow.”

Looking ahead, White River is also exploring ways to evolve their ERP platform for even greater impact.

“Hopefully, if we get to a point soon that I can move over to QPro instead of being on QFloors, I’ll have that same ability on my ERP system as well… I really use the heck out of the accounting side of QFloors.”
– Waylon Reeves, Owner, White River Flooring

From Chaos to Clarity: The CRM Impact

Before adopting MeasureSquare CRM, White River had tried other tools: RLM (Retail Lead Management) and EasedEdge, a CRM tailored to stone and countertop shops. These platforms served short-term needs but lacked the flexibility, integration, and user experience White River needed long-term.

“MeasureSquare CRM replaced two systems—RLM and EasedEdge—and flows better than RLM did in many ways.”

MeasureSquare CRM has become their go-to tool for:

• Lead management
• Bid development (residential and commercial)
• Customer communication throughout the project lifecycle

Even after jobs are won and handed over to QFloors for fulfillment and accounting, MeasureSquare CRM remains the center of all customer-facing communication.

“We’re still managing communication through MeasureSquare CRM all the way until the job is done. We’re really just managing the accounting features through QFloors.”

CRM in Practice: Sales Enablement and Accountability

The White River team uses MeasureSquare CRM to structure responsibilities among sales, estimating, and admin roles. This structure has created a stronger, more accountable team.

“MeasureSquare CRM gives you the ability to manage your people better. It exposes team members who may not be doing their job. I can tie MeasureSquare CRM usage directly to performance.”

The sales team operates in MeasureSquare CRM daily. The admin team uses QFloors. Leadership can cross-reference data between both systems to identify performance trends and opportunities for coaching.

“Instead of typing up job descriptions, we train employees within the software. I can say, ‘This is the section you own.’”

Solving Real Problems Flooring Pros Face

MeasureSquare CRM has helped White River solve five common headaches in flooring sales:

No more missed leads or follow-ups
No more lost handwritten notes or measurements
Consistent, professional quotes across the team
No more retyping data into multiple systems
Clear visibility into which leads are hot—or cold

“Every lead that slips through the cracks is a missed sale. MeasureSquare CRM helps us track everything and close jobs faster—with our whole team on the same page.”

Looking Ahead: CRM Mobile and Bid Management

White River is actively exploring the next evolution of MeasureSquare CRM usage: creating commercial bid templates in MeasureSquare CRM and integrating JobTrakr for project execution. They’re also excited about the potential of MeasureSquare CRM Mobile to further streamline field sales.

“The future for us is doing all proposals and bids—residential and commercial—within MeasureSquare CRM. Mobile will be a game changer.”

They’ve expressed interest in features like:

• Exporting CRM bids to CSV for QFloors import
• A synced product catalog between QFloors and Measure Square
• JobTrakr integration for project visibility

“We’ve got a lot of growth planned based on what the program is right now—and we know there’s still a lot we can grow into. MeasureSquare CRM is just getting better with time.”

Waylon also shared his appreciation for the development team’s effort and transparency:

“When you’re not a software developer, you always think things should move faster. But I’ve been in it long enough to know—things take time. You guys are working hard behind the scenes, and we appreciate it.”

Final Takeaway: CRM as a Growth Engine

Ultimately, MeasureSquare CRM isn’t just a tool for White River—it’s a growth enabler.

“Most of our sales team functions in MeasureSquare CRM. It’s added organization, accountability, and structure to running the business. I can access the info I need quickly—even remotely.”

MeasureSquare CRM empowers White River Flooring to:

• Scale their team with clarity and control
• Streamline sales workflows from bid to close
• Keep customers engaged and informed
• Gain real-time performance insights

And it’s just the beginning.

“As you bring out the mobile version and JobTrakr, I see a lot of potential to grow into MeasureSquare CRM even more over the years.”

Want to learn how MeasureSquare CRM can streamline your flooring business and drive growth like it did for White River? Book a demo.

Not ready to take the leap? Test-drive MeasureSquare CRM with our free 14-day trial: Begin your trial.

Learn about the QFloors integration with Measure Square Solutions: Click here.

Download the case study below:

Dan Frederick and Dan Schrickel of D&R Commercial Flooring had been loyal Measure Square customers for several years. But when it came to managing data and streamlining operations, they found themselves searching for a solution that eliminated multiple programs. Generic CRMs like Salesforce and HubSpot didn’t fit their workflow. What they really needed was a cohesive system that could reduce data entry, centralize information, and integrate directly with their existing takeoff tools.

Enter MeasureSquare CRM.

Unlike the generic platforms they had tested, MeasureSquare CRM offered something different: a direct connection between takeoff, product import, and estimating–and managing all the tasks in between. That alone was a game-changer. But it didn’t stop there.

“It lets us eliminate multiple applications and focus on the CRM, the projects, the companies, and the clients,” says Frederick.

Moving Faster, Forecasting Smarter

One of the biggest early wins? Replacing their internal forecasting spreadsheet with a flooring-specific CRM software. Previously, they relied on an Excel-based “green sheet” to manually log project data and pass information from sales to estimating. With MeasureSquare CRM, they digitized that workflow.

“We built an electronic version of our green sheet in MeasureSquare CRM. Now, we’ve tied that into a pipeline around the estimating process,” explains Schrickel.

The result: visibility across teams. Estimators now work directly within MeasureSquare CRM, which feeds into the sales forecast pipeline—eliminating redundant work and ensuring nothing slips through the cracks.

“Before, sales didn’t always have time to log projects into the forecast. Now that MeasureSquare CRM handles the lifecycle, we’re capturing more projects and making better forecasts.”

Integrating With Takeoff & Organizing Product Data

Integrating MeasureSquare 8 Commercial with MeasureSquare CRM is simple. Once you complete your takeoff, it’s imported into MeasureSquare CRM, which automatically pulls in all product data. The ability to group by manufacturer—like filtering all Shaw products—helps streamline vendor communication.

The D&R team also created pre-formatted emails that dynamically pull in project details from MeasureSquare CRM fields, allowing vendors to respond faster.

“It cuts their time down by 80%,” notes Frederick. “It’s efficient, easy to manage, and helps us keep everything in one place.”

The Power of Connecting the Dots

Though their project managers aren’t yet using MeasureSquare CRM, the sales and estimating teams are already leveraging it to connect the dots across projects, clients, and stakeholders.

“You stop thinking about jobs in isolation. You start to see patterns—like which architects appear on multiple projects or which GCs are collaborating more than you realized,” Schrickel says. “That helps us present differently and support clients in a more holistic way.”

MeasureSquare CRM helps them shift from being reactive subcontractors to strategic partners. Instead of chasing jobs, they’re building relationships and making smarter, more connected decisions.

What’s Next? Expanding CRM’s Role

Looking ahead, D&R hopes to integrate their quoting and project management processes into MeasureSquare CRM as well—ultimately bringing more of their workflow under one roof.

“We’d love to see forecasting and pipeline features that filter by salesperson, month, quarter, or year—and give us both forward-looking and historical views,” says Schrickel.

They also want to close the loop between MeasureSquare CRM and their ERP system, Structure, enabling a seamless transition from winning the bid to tracking the project through completion.

“Right now, there’s a bit of a handoff we’d like to smooth out. But the vision is there—and MeasureSquare CRM is helping us get closer.”

A Partner That Moves As Fast As You Do

Beyond the software itself, what stands out most to Dan and Dan is the Measure Square team.

“You’re constantly improving. We don’t see that with most proprietary tools in the flooring space. You don’t just talk—you act, prioritize, and push forward. That’s why we’re here, and we know there’s a lot more to come.”

For more info on MeasureSquare CRM, schedule a complimentary demo: Click here.

Watch MeasureSquare CRM YouTube Tutorials: Click here.

Start your free, 14-day trial: Click here to try MeasureSquare CRM.

We have made it a focus to support and educate in all things Measure Square.

Let’s look at some interesting stats on where our efforts go for customer success. Our amazing support team collected this information.

• We have over 20,000 hours of videos watched on our YouTube channel. That is over 2 years!
• We have created over 560 videos that are heavily focused on teaching our users the software and how to make it benefit their business.
• We have solved and closed over 1400 support tickets in the last 2 years. 
• We have spent over 700 hours on the phone with our amazing customers in the last year alone.

At Measure Square, we understand our customer’s needs and preferences and align them with our business goals. 

We create long-lasting relationships by providing value before and after the sale. 

We partner with our customers to work together and achieve success. Engagement and communication are critical for building and maintaining our strong customer relationships.

We tailor communication to the customer’s preferences and methodology. We take into his consideration how customers prefer to be reached (via email, phone, chat, etc.) and make sure to take detailed notes on the customer needs. 

We don’t wait for the customer to reach out. With follow-up, we keep their information secure and up to date. We do this in the form of regular product emails and helpful resources, and, of course, our monthly newsletter.

We guarantee we meet the standard through follow-up. A customer’s satisfaction is a top priority, so we collect feedback and ask for any areas of improvement.

Great customer support is the foundation of our customer success. Our customers see our commitment to success time and time again through our testimonials and user knowledge base. 

Now we are opening the doors to our Measure Square User Group so that most customers can share experiences, perspectives, and opinions regarding our software and more. Our user group will have exclusive webinars, product discussions, and more completely based on what the current user wants to learn more about. 

Click the link and join the conversation today!

Education – Honorable Mention – Quality Service

Education – Gold – DCO Commercial Floors

Healthcare – Bronze – Pavilion Floors, A Diverzify Company

Healthcare – Gold – Commercial Flooring Systems

Unique Installation – Bronze – Commercial Flooring Systems

Unique Installation – Silver – Pavilion Floors, A Diverzify Company

People’s Choice – Bronze – Quality Service

Grand Prize Winner – Commercial Flooring Systems

Founded in 1989, the company focuses on hardwood flooring. The motto is: “Just floor it.”

Over the years, Masterpiece Floors has had some very interesting clients. Keep in mind that one was James Cameron. Yes, he is the ultra famous Hollywood director and producer of films like Titanic, Terminator, and Avatar.

Then again, Masterpiece Floors has a dedication for 100% satisfaction. The company also uses technology, such as Measure Floor’s iOS mobile app. They have been a customer for the past four years.

“We originally used RFMS,” said Wilke. “But we wanted something better.”

He’s certainly a power user – and has provided Measure square with invaluable feedback. “I have features that have wound up in the software,” said Wilke.

The Measure Square app is part of his daily operations. The software has meant more accuracy, the elimination of overages – which is essential in light of the industry shortages — and higher sales. “I can measure and provide a customer a bid on the spot,” said Wilke. “The most important thing is that customers often tell me, ‘Wow, that’s cool!’ That’s always a good thing, especially when you are bidding against others.”

He has also used the software for projects that involve insurance coverage. With Measure Square, he can get exact room dimensions and attach photos to highlight the damages. The result is that he can usually get more coverage for his clients. “Measure Square has completely changed the way I do more estimates,” said Wilke.

Over the years, the company grew quickly and expanded its operations. As of today, Dixie Carpet focuses on multifamily interiors, which span from garden style to mid-rise builds. Each of the company’s locations has local installers to install carpet, rolled goods, luxury vinyl tile, laminate, engineered word, floor tile, and wall tile.

For the growth strategy, Dixie Carpet has invested in technology. And one of the critical tools is Measure Square. “Using Measure Square has helped us significantly,” said Alan Young, who is a CAS and the Senior Vice President of Sales.

The software actually helped the company manage through the COVID-19 pandemic. During the past couple years, Dixie Carpet has aggressively expanded its operations into Denver, Colorado, Atlanta, Georgia, Phoenix and Tucson Arizona.

“Going from a labor-intensive job to a quick and easy to use digital software system has increased our efficiency, organization, accessibility, and most of all, the accuracy in the bidding process,” said Young. “We don’t have to rely on pen and paper calculations. With Measure Square, everything gets done on a tablet and is uploaded to each individual account.”

Another benefit is the collaboration capabilities, which are leveraged from Measure Square’s cutting-edge cloud platform. “Everyone with access can easily pull up the information needed to introduce the bid,” said Young. “With Measure Square, we have a faster and more reliable way to account for materials and labor costs. It is a great benefit for everyone.”