Definition · Roofing Marketing
Every marketing dollar in roofing is a bet on one question: will this home buy a roof soon? Propensity scoring is the discipline of answering it with evidence — a per-address prediction built from the roof's actual condition and the owner's actual capacity.
THE SHORT ANSWER
Roof propensity scoring is a predictive model that estimates, per address, how likely a home is to need and purchase roof work soon. It combines verified roof condition — read from EagleView aerial imagery at 1-inch-per-pixel resolution — with 50+ homeowner signals like income, home value and spending indicators. Reworked.ai's implementation, the Betty Score, ranks 112M+ US roofs so contractors market to the likeliest homes first.
112M+
US roofs carrying a propensity score
50+
owner signals feeding the model
1-inch
per-pixel imagery resolution behind the condition read
$1.79
per scored, owner-matched opportunity
Why ranking beats filtering
A filter says yes/no; a score says who's first. Given 4,000 qualifying homes in your zips and budget for 1,200 mailers, the propensity ranking decides which 1,200 doors get the spend — and that prioritization, more than any creative decision, sets your response rate. It's the same logic insurers and lenders apply to risk, pointed at demand instead.
The two halves of the score
1
Roof condition — computer vision reads EagleView aircraft-mounted imagery for wear patterns, streaking, missing shingles, ponding and age indicators. This is the need half: does the evidence say this roof is failing?
2
Owner fit — 50+ demographic and financial signals — income levels, home values, spending patterns — estimate whether the owner can and will fund the work. This is the means half.
3
The score — both halves combined into one rankable number per address. High score = need and means overlap; that overlap is where jobs come from.
From score to signed job
1
Rank — every address in your territory scored and sorted; Reworked.ai brands this the Betty Score.
2
Pull — the top of the list becomes your campaign at $1.79 per AI-Qualified Opportunity.
3
Reach — Direct Mail Sequences and Home Ads land on those exact households; response runs 3–5% because the list did the qualifying.
4
Refresh — roofs age and owners change; scores update so the ranking stays current.
Frequently asked questions
KEEP READING
