Roof Works

Storm Outreach Playbook

Full channel strategy — ROI, costs, and execution steps from $0 to state-wide scale.

Avg job value: $5,000–$15,000
Avg profit margin: 30–50%
Target market: DFW → All TX → Multi-state
Best unit economics: AI Voice + EDDM combo

Quick Actions

Canvass Tool
Radius search + prospect list
Skip Trace
Authorize enrichment batch
Launch Calls
AI voice campaign
Call Center
Recordings + transcripts

Channel Comparison

AI Voice Calls
LiveOpen →
Cost / Contact
$0.23 all-in
Response Rate
2–5% booking
Cost / Lead
$5–25

High-volume proactive outreach at scale

$0.12 skip trace + ~$0.10 call + $0.01 SMS follow-up

Already built
SMS Outreach
LiveOpen →
Cost / Contact
$0.01/msg
Response Rate
8–15% reply
Cost / Lead
$1–5

Follow-up after voice call; highest reply rate

Sinch US outbound — $0.0083/msg logged at $0.01

Already built
EDDM Postcards
Manual
Cost / Contact
$0.28–0.35/piece
Response Rate
3–8% inbound call
Cost / Lead
$9–25

Covers every door in storm zip. Works in any state with no list.

USPS postage $0.203 + printing $0.05–0.15 — no list needed

USPS.com — 48hr turnaround
Door Hangers + Canvassers
ManualOpen →
Cost / Contact
$0.25–0.35/door
Response Rate
5–15% callback
Cost / Lead
$3–10

Highest ROI per dollar. Canvasser can close on the spot.

Print $0.10–0.15 + labor $15/hr @ 100 doors/hr = $0.15/door

Same day — use canvass radius tool
Email
LiveOpen →
Cost / Contact
~$0.00
Response Rate
1–3% open-to-lead
Cost / Lead
$0–2

Nurture / follow-up after initial contact. Not cold acquisition.

Hostinger SMTP — effectively free at our volume

Already built
Facebook / Instagram Ads
Future
Cost / Contact
$10–15 CPM
Response Rate
1–2% click, 5% convert
Cost / Lead
$20–35

Passive inbound. Brand presence in storm zips. Scales nationally.

Target homeowners by zip code — $200/mo reaches ~15,000 impressions

$200 test budget, 1hr setup
Nextdoor (Organic)
Manual
Cost / Contact
Free
Response Rate
5–20% engagement
Cost / Lead
$0

Highest trust channel. Works in any neighborhood immediately after storm.

Post in neighborhood groups — high trust, peer-to-peer perception

Immediate
Google Local Services Ads
Future
Cost / Contact
$50–150/verified lead
Response Rate
30–50% close (inbound)
Cost / Lead
$50–150

Purely inbound, high intent. Best long-term CAC at volume.

Pay per lead — not per click. Background check required.

1–2 day setup + Google verification
Texas Voter File Match
Planned
Cost / Contact
~$0.019/record
Response Rate
N/A — data source
Cost / Lead
Reduces skip trace cost

Pre-enrichment pass before skip trace. Pays for itself in 1 use.

$75 one-time statewide file ÷ ~4,000 phone matches (40% coverage)

Build address matcher once
BatchData Skip Trace
LiveOpen →
Cost / Contact
$0.12/record
Response Rate
N/A — data source
Cost / Lead
Enables all other channels

Full contact dossier: phone, email, Facebook, LinkedIn per homeowner.

Returns phone + email + social profiles + household data per record

Already built — manual auth required

Budget Execution Plan

Start Today
< $100
Post on Nextdoor + Facebook Groups in Rowlett / Garland / Richardson for 4/27 stormFree
Print 400 door hangers → hit canvass radius zones$30–50
Skip trace top 50 prospects (score ≥ 60, hail ≥ 2") → Launch AI voice campaign$6
Estimated 1–3 jobs from a $50–80 spend. One job = $5k–15k.
Week 2
$100–500
EDDM postcards to all carrier routes in 75088, 75089, 75043 (Rowlett + Garland)$300–400
Skip trace top 200 prospects → full AI voice + SMS sequence$24 + calls
Texas voter file ($75) → free phone match for ~4,000 records$75
5–15 inbound calls from EDDM, 3–10 jobs. ROI: 20–100x.
Cash Flow
$500–2,000/mo
Facebook / Instagram zip targeting ($200/mo) — homeowner audiences in storm zips$200
Hire 1–2 commission canvassers (10–15% of closed job, zero upfront)$0 upfront
Google Local Services Ads — high-intent inbound leads$50–150/lead
Expand skip trace batches to 500/run across full storm zone$60/batch
Target: 10–30 jobs/mo. $50k–300k/mo revenue at DFW scale.
State → National
$2k+/mo
EDDM to all storm-hit zips same-day after any TX storm (USPS covers any zip)$0.30/piece
Buy voter files for TX + OK + CO ($75–500 each) — millions of free recordsOne-time/state
Auto-run voice campaigns for all new storm dates as leads generateMarginal
White-label or franchise model — license system to other contractors$150–250/mo
System already built for any DFW county and any US zip via EDDM + Retell.

System Build Status

Storm Detection (MRMS + SPC)
Auto-detects DFW hail same day
✓ Live
Lead Generation (10k+ per storm)
Pulls from county property DB
✓ Live
Skip Trace Enrichment
Manual auth — $0.12/record, BatchData
✓ Live
AI Voice Dialer (Retell)
Storm outreach agent, voicemail detection
✓ Live
SMS Outreach (Sinch)
Batch send + cost logging
✓ Live
Post-call Webhook
Auto-updates status, hot lead email, Calendly SMS
✓ Live
Call Center (recordings + transcripts)
/admin/call-center
✓ Live
Campaign ROI Tracking
Per storm: skip trace + calls + SMS costs
✓ Live
Canvass Radius Tool
Address → radius → sorted prospect list
✓ Live
EDDM Carrier Route Selector
Add to canvass page — USPS free data
Planned
Texas Voter File Matcher
$75 one-time — pre-enrichment pass
Planned
Facebook Zip Targeting
Manual setup in Meta Ads Manager
Future
Google Local Services Ads
Manual setup — requires Google verification
Future

Roofing Storm Outreach Benchmarks

AI Voice Connect Rate
20–40%
Of dialed numbers
Interest Rate (connected)
10–20%
Expressed interest
Close Rate (appointments)
30–50%
Appointment → signed job
Overall Lead Rate
1–4%
Of skip-traced prospects
EDDM Response Rate
3–8%
Inbound call per piece
Door Hanger Callback
5–12%
Of hangers distributed
Canvasser On-Spot Close
10–20%
Of conversations
Cost Per Job (all-in)
$10–50
Skip trace + calls + mail

Scaling to Full Texas → Multi-State

The infrastructure is already state-agnostic. Storm detection runs nationally via NOAA/SPC. The property database just needs county appraisal data loaded for each new county — most Texas CADs publish free bulk downloads. EDDM works identically in any US zip code. Retell calls work in any area code. The entire outreach pipeline scales to new states with a county data import and a zip code change.

TX: Add Parker, Wise, Rockwall, Kaufman, Johnson, Ellis counties
Phase 2: Oklahoma (OKC, Tulsa storm corridors)
Phase 3: Colorado (Denver, Colorado Springs hail belt)
Phase 4: Midwest — Kansas, Nebraska, Missouri