Winning Sales and Managing Projects: How MeasureSquare CRM and QFloors Empower White River Flooring’s Growth

Two Tools, One Vision: Structure That Drives Growth

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.”

White River is also keeping an eye on the future—particularly when it comes to evolving its ERP platform.

“Both 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 team at White River uses MeasureSquare CRM to structure responsibilities between 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 Job Trakr, 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 commit? Test-drive MeasureSquare CRM with our free 14-day trial: Begin your trial.

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