Definition · Roofing Marketing
Not storm chasing — storm response: a pre-built, data-triggered system that begins marketing to verified-impact homes within hours of a hail event, in your own service area. The definition matters because the two get confused and only one builds a business.
THE SHORT ANSWER
Storm response marketing is weather-triggered outreach: when a qualifying storm hits, a pre-configured system identifies the affected addresses and launches marketing to them automatically — ads, mail and ranked canvassing in the first hours and days. Reworked.ai maps serious hail events to affected homes as fast as 90 minutes after impact, ranked by claim potential, with Home Ads serving inside those households within 24 hours.
90 min
fastest event-to-mapped-addresses time
24 hrs
for ads to begin serving inside affected homes
1-inch+
hail size that qualifies as a serious event
3–8%
response on storm-footprint mail runs
Storm response vs storm chasing
Storm chasing follows weather across state lines — arriving as a stranger, competing on speed alone, and leaving. Storm response is stationary infrastructure: your service area, your brand the homeowners may already know from retail campaigns, and a data pipeline that makes you first without leaving home. Chasing scales with miles driven; response scales with preparation — which is why the definition insists on the pre-built part.
The definition, piece by piece
1
Weather-triggered — the campaign's start condition is the event itself, not a marketer's decision. Serious hail — 1-inch or larger — fires the system.
2
Verified impact — outreach targets addresses inside the mapped storm footprint, not a county-wide guess; real-time reports are matched to actual homes.
3
Pre-built — templates, budgets and rules exist before the storm, so execution is measured in hours; the only scarce resource after hail is time.
4
Prioritized — addresses rank by claim potential (roof age and pre-storm condition), so the first knocks land on the likeliest approvals.
The response timeline, hour by hour
1
Hour 0 — Storm Alerts push the event to your phone: size, footprint, homes affected.
2
~Hour 2 — affected addresses mapped to your dashboard as fast as 90 minutes after impact, ranked by claim potential.
3
Hours 2–24 — Home Ads begin serving inside affected households; the storm-template Direct Mail Sequence queues on ranked addresses.
4
Days 1–3 — mail lands, crews canvass top-ranked homes, and Mail Alerts route every QR scan to a phone in seconds.
Frequently asked questions
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