- Great operations Robust production workflows capable of handling scale.
- Great data High-quality customer data ready to be leveraged for growth.
CMR Construction & Roofing · Home services
$100M → $800M,
$100M → $800M,
in two years.
How CMR Construction & Roofing replaced a live call center with an AI-powered IVR, doubled appointment-setting rates, and unlocked 24/7 lead qualification — built in one month on DirectMail.io and Twilio Autopilot.
- 8× Revenue growth · $100M → $800M
- 47% Appointment rate · 2× increase
- 24/7 Always-on AI lead agent
- 1mo Built + deployed
Great operations, bottlenecked by traditional channels.
CMR already had strong operational workflows and high-quality customer data capable of scale. What they didn't have: a way to talk to every lead, on every channel, at every hour.
- Omni-channel strategy Single-channel comms left leads unengaged on their preferred platforms.
- AI-powered phone agent Live agents couldn't scale 24/7 to match the ops capacity — creating a conversion bottleneck.
Scaling from $100M to $800M required removing the human bottleneck in lead qualification.
Meet Salli — an AI-powered virtual lead agent.
DirectMail.io built CMR's intelligent IVR bot in just one month using Twilio Autopilot. Natural-language flows, 24/7 coverage, and appointment-setting baked in — deployed across IVR, SMS, voice, and landing pages.
“Essentially you can build a natural-language survey and just click a button and apply it into IVR, SMS, voice, or landing pages.”
Shawn Burst · CEO, DirectMail.io
- 01
NLU Engine
Interprets caller intent in real time using Twilio Autopilot — no keyword tricks.
- 02
Dynamic Flows
Customizable surveys adapt to each caller's response path.
- 03
24/7 Availability
No missed calls. No "leave a message." AI qualifies every lead, any hour.
- 04
Speech Recognition
Understands dates, names, times, and complex multi-sentence phrases.
- 05
Appointment Setting
Books appointments directly during the call without a human in the loop.
- 06
Voicemail Transcription
Converts voicemails to text, drops them straight into the CRM.
- 07
Dynamic Routing
Routes to the right department based on real-time intent analysis.
- 08
Multi-channel Deploy
Same natural-language survey powers IVR, SMS, voice, and landing pages.
Tech stack
Twilio Autopilot Twilio IVR DirectMail.io
Explosive revenue growth through strategic innovation.
Salli handles the initial qualification; the sales team closes. AI didn't replace the human touch — it removed the bottleneck that was wasting it.
$100M → $800M Revenue in 2 years CMR Construction & Roofing
47% Appointment-setting rate (2×) Post-deployment benchmark
257% Response increase Platform vs. prior baseline
1 month Build + deploy time DirectMail.io
We were a little skeptical at first when Shawn suggested we remove the Live Call Center, but now, you just can’t argue with the results. I’m glad we did it.
An omni-channel platform built for scale.
What CMR ran on is the same platform that powers thousands of direct mail and omni-channel campaigns every year.
- 20,000+ Campaigns executed
- 600M PURLs created
- 25M+ Leads generated
- 12 yrs Twilio customer
Ready to remove your lead-qualification bottleneck?
Bring a real lead flow. We’ll show you how it runs on DirectMail.io — qualified 24/7, routed intelligently, and piped into your CRM with zero handoffs lost.