Industry: Artificial Turf Installation
ArcSite customer since: 2021
Headcount: 16
Locations: Nine states: California, Oregon, Washington, Idaho, Utah, Louisiana, Tennessee, North Carolina
The Impact
- $2M+ in revenue directly attributed to ArcSite-enabled expansion
- +~20% increase in average ticket value since implementing ArcSite
- Appointment time reduced from ~3 hours to 45 minutes–1.5 hours
- Close rate maintained despite exponential lead volume growth across new markets
How the Business Started
James Kempthorne wasn't looking for a turf job. He was in the top 1% of leadership at one of the world's largest companies when he started falling out of love with corporate America. His brother-in-law, Kyle, was running Biltright Turf out of Southern California and expanding fast. He needed someone who knew how to speak the language of big-box retailers, hit metrics under a microscope, and build systems that could scale across multiple locations and regions. James made the jump. And when he got there, the first thing he did was audit the tech stack.
"There were probably ten to twelve components," he says. "We changed pretty much all of them. But two." ArcSite was one of the two they kept.
The Challenge
Biltright launched thirteen years ago to fill a gap they had watched from their family's distribution business: the product had improved dramatically, but the installation side hadn't kept up. General contractors, landscapers, pool companies — plenty of people were laying turf. Not many were specializing in it. Fewer still were backing their work with a warranty.
Biltright’s bet was on specialization: no seams and a stellar labor warranty. Crews certified to a specific standard. Every yard was treated like it was their own. That reputation got them into big-box retailers, and those retailers got them into new markets. And from 19 stores in SoCal,
Biltright now operates across nine states — pushing toward 300 big-box home service retailers nationally. It's a replicable model, but only if the tools can scale.
The Solution
A Biltright sales associate arrives at a residential appointment with a full scope of work ahead of them: measure the yard, understand the vision, account for drainage, slope, and irrigation, lay out the turf panels, price the job, offer financing, and then possibly get a signature.
Before ArcSite was embedded in the workflow, that process had friction everywhere — measurements done by hand, drawings on graph paper.
"The moment you leave, your opportunity to close drops like 75%," James says. "If you can't propose on site, handle objections, explain your design in person — your close ratio is going to drop in general."
ArcSite collapsed the timeline. Sales associates now walk the property with a Moasure device, and the measurements appear live in ArcSite as the drawing takes shape. Products, layers, checklist items — everything the rep needs is in the same platform.
"I can design, I can quote, I can run financing through. It allows my sales associates to not have to learn multiple different technologies, which simplifies their process."
The Results
A commercial builder emailed James not long ago — a man developing several properties, who'd been dealing with contractors his whole career. He asked how many days Biltright would need to measure and turn around a proposal. James told him 45 minutes.
"They're amazed," James says. "Because we give them this truly professionally done rendering of their entire property. They can see where the turf is, where the rock's going to go. It looks beautiful. And there's no real question of what we're doing."
In a market where every turf company shows up with graph paper — or a rough sketch from a competitor's truck — the electronic to-scale drawing lands differently. It tells the homeowner something about who they're dealing with before a word is said about price.
"These jobs aren't cheap," James says. "If you're going to give us your money, you deserve the best. You deserve someone who went through and looked at your property and your vision and drew it out where we can actually encapsulate everything you told us."
The Business Case
Biltright's lead volume has grown exponentially as the retail partnerships have expanded. More leads at the same close ratio means more deals closed. But maintaining that ratio under volume pressure isn't easy. It requires the back office to move as fast as the field.
James sits in Texas and can review drawings from sales associates in Oregon in real time. If something needs adjusting, he can do so on his end without detracting the sales associate from their day of calls.
"We couldn't expand without ArcSite," he says. "I couldn't do my job from here and manage nine different states, different laws, different products, different vendors — all in ArcSite in real time. There's no way we would be able to do that."
The average ticket price is up roughly 20% from where it was. Close rates have held steady despite the volume increase.
He says that ArcSite has impacted their bottom line by "at least a couple million. We literally couldn't do what we do without it."
