Meet Price Foulger, who wants to gamify his roofing business with a Sims-like CRM

What if your CRM functioned like a video game? Instead of tooling around on a dashboard, each job could show up like a home, with each phase visualized as the job progressed. 

For Price Foulger, this is just one of several ways he’s using AI to build his new company, Rally Roofing. 

What’s happening: Foulger started the California-based company just six months ago, with a vintage logo and an “AI-native” approach. 

The backstory: Foulger’s career path is winding and random — he studied construction management in college, worked in commercial development and e-commerce, and designed a ski-apparel brand for good measure. But after his family’s finances were “reset” by the 2022 crypto crash and his daughter was born prematurely, he hit “a low.” 

• “All my colleagues that I went to school with had been in their careers eight years by this point and are doing really well, because they were consistent with one thing,” he told Homepros in an interview. “I was chasing a lot of different opportunities, but with nothing to show for it.”
• Family friends encouraged him to go back to his construction roots and try roofing, and that’s when everything clicked. Now, he’s bringing his marketing and customer experience skills to home services. 

Building a bot: While waiting on California’s “brutal” licensing timeline — it typically takes six to nine months to get a roofing contractor license in the state — Foulger said he fell down an AI rabbit hole and became obsessed with agents and building automated processes for the business. 

• “I didn’t realize until a few months into this [that] ‘Oh, I’m gonna be able to basically automate 80 to 90 percent of this business,” he said of his AI system that automates office tasks.
• His full-time employees are all AI agents: One for bookkeeping, another for pulling permits, and even one that functions as a personal business coach.
• “Ask yourself, what did I do three times this week that I don’t like doing?” he advised other contractors. “If you can train an employee to do it, you can probably train an AI agent to do it.”  

It’s all fun and games: Foulger said he was never into video games, but the idea of gamifying his business in a Sims-like CRM was too enticing to let go.

• “My AI agents could also be in the game, and I can see them doing things,” he said. “I can literally watch my roofing business grow in real time.”
• The thought resonated: He posted about it on Twitter/X — and attracted 1 million views. 
• Right now, he’s building it on nights and weekends, hoping to get it operational in the near future. 

See the mockups

What they’re saying: “My wife gives me such a hard time,” he said. “She’s like: ‘Literally, you’re talking to a robot [all day].”

Looking ahead: Foulger said he hopes to keep building his business “in public,” engaging with other operators on Twitter/X and sharing his journey in his community newsletter. 

• “I have no interest in being an influencer or whatever, but just by being active and engaged I’ve met so many people,” Foulger said. “For the first time in … a decade, I’m stoked to wake up and … start working.”