Post-Storm Roofing Marketing: Ethical Lead Generation
Serve first, sell second. This guide shows how to win trust after severe weather—by being compliant, transparent, and fast.
Compliance: Verify state/local laws before publishing. Avoid acting as or implying you are a public adjuster unless licensed. Follow TCPA for SMS/voice, door-to-door rules, drone/airspace laws, and advertising disclosures.
Introduction
Post-Storm Roofing Marketing: Ethical Lead Generation is a field-tested playbook for booking inspections without crossing legal or ethical lines. You’ll get compliant copy, community-first offers, fast AI replies with consent, documentation checklists, and a 30–60–90 rollout that scales reputation—not just leads.
Expanded Table of Contents
- 1) Ethics First: Principles that Outlast the Storm
- 2) Legal Quick-Check (Public Adjuster • TCPA • Door-to-Door • Drone)
- 3) 72-Hour Response Timeline (Day 0–14)
- 4) Community-First Offer Stack (Transparent & Verifiable)
- 5) Policy-Safe Copy & Ad Templates
- 6) Channel Mix: LSA, Search, GBP, Nextdoor, Marketplace, Email/SMS
- 7) AI Responder Scripts (Consent, Opt-Out, Escalation)
- 8) Qualification & Triage (Emergency vs Preventative)
- 9) Photo/Video Proof & Documentation SOP
- 10) Review Velocity & Referral Engine
- 11) KPIs & Dashboard Formulas
- 12) Budget Tiers & ZIP Targeting (Illustrative)
- 13) 30–60–90 Day Rollout Plan
- 14) Troubleshooting & Red Flags
- 15) 25 Frequently Asked Questions
- 16) 25 Extra Keywords
1) Ethics First: Principles that Outlast the Storm
- Truth over tactics: Facts, photos, and clear pricing beat hype.
- Consent-based contact: Opt-in only; easy opt-out on every message.
- No claim promises: Document conditions; don’t imply insurer outcomes.
- Community care: Prioritize safety, seniors, and urgent leaks first.
2) Legal Quick-Check
| Area | What to Know | Action |
|---|---|---|
| Public Adjuster | Restrictions in many states | Avoid negotiating claims unless licensed; use “documentation provided.” |
| TCPA | Consent for SMS/voice required | Checkbox + language + STOP to opt out; store timestamps. |
| Door-to-Door | Permits/curfews often apply | Carry permit/ID; respect Do-Not-Solicit signs. |
| Drone | FAA/local rules | Use licensed pilots; avoid restricted airspace; respect privacy. |
| Ads/Claims | Truth-in-advertising | No “free roof” claims; add license, insurance, warranty terms. |
3) 72-Hour Response Timeline (Day 0–14)
| Window | Action | Goal |
|---|---|---|
| Day 0–1 | Switch on LSA/Search in affected ZIPs; publish safety notice; open extended hours; AI chat live with consent. | Capture urgent demand |
| Day 2–3 | Nextdoor/GBP updates with before/after documentation; community posts with hotline; start routes (where allowed). | Expand reach |
| Day 4–14 | Retarget visitors; case studies; schedule follow-ups; request reviews with photo proof. | Sustain pipeline |
4) Community-First Offer Stack
Transparent Offers
- Free roof condition check (photos + written report)
- Emergency tarping available (pricing disclosed up front)
- Priority slots for seniors/first responders (optional)
- Financing options with clear terms (where applicable)
Landing Page Layout
Headline: Storm in {City}? Get a Same-Day Roof Check
Proof: Local photos + 5-star reviews
CTA: Pick a time (Today 4:30p / 6:15p)
Compliance: We document findings; we do not represent you in insurance claims.5) Policy-Safe Copy & Ad Templates
Marketplace/Community Post
Title: Post-Storm Roof Inspection — Photos & Written Report
Body: Licensed & insured. Same-day availability in {ZIPs}.
We document what we see; you decide next steps.
Comment "CHECK" or DM your address + preferred time.Search Ad (RSA)
H1: Roof Inspection Today | Photos & Report
H2: Licensed Local Team | Fast Scheduling
Desc: Same-day appointments. No claims promises—just clear documentation.6) Channel Mix
- Google LSA: Verified profile, extended hours, call recording.
- Search/PMax: “roof leak after storm,” “tarping service,” “hail roof inspection.”
- GBP/SEO: Storm update posts, fresh photos, Q&A with policy-safe answers.
- Nextdoor: Business posts + replies; keep tone helpful and local.
- Marketplace: Service listings with clean photos and plain-English copy.
- Email/SMS: Consent-based alerts for open time slots and safety tips.
7) AI Responder Scripts (Consent, Opt-Out, Escalation)
First Reply (DM/SMS)
Thanks for reaching out 👋
We can document your roof with photos + a short report.
Pick a time: {5:30p} or {7:15p}?
Reply YES to agree to SMS; STOP to opt out.No-Show Rescue
We held a nearby slot for you—prefer {10:00a} or {1:30p} tomorrow?
Reply 1 or 2. STOP to opt out.8) Qualification & Triage
| Question | Why | Routing |
|---|---|---|
| Active leak? | Safety/emergency first | Tag EMERGENCY → nearest crew |
| Address + ZIP | Geo routing | Assign by crew radius |
| Roof age/material | Scope planning | Attach material checklist |
| Best 2 times | Reduce back-and-forth | Offer slot A/B + calendar link |
9) Photo/Video Proof & Documentation SOP
- Drone overview (where legal) + soft-metal dents + shingle close-ups
- Date-stamped images; chalk circles around impact evidence
- Technician photo + ID; brief summary with next-step options
Deliver a simple PDF report: overview, 6–10 labeled photos, findings, and recommended next steps.
10) Review Velocity & Referral Engine
- Request reviews at report delivery; include two tap-to-review links.
- Publish before/after (with permission) and tag the neighborhood.
- Referral thank-you: gift card or donation to local relief (disclose terms).
11) KPIs & Dashboard Formulas
Top
Leads, time-to-first-reply, booked rate
Middle
Inspections completed, documentation delivered
Bottom
Approved jobs, close rate, margin
Trust
Review velocity, complaint rate, policy flags
CPA = Ad_Spend / Approved_Jobs
Lead→Inspect = Inspections / Leads
Inspect→Approve = Approved_Jobs / Inspections
Avg Reply Time = mean(first_reply_seconds)12) Budget Tiers & ZIP Targeting (Illustrative)
| Tier | Monthly Budget | Split | Notes |
|---|---|---|---|
| Lean | $2k–$4k | LSA 45% • Search 25% • GBP/SEO 15% • Nextdoor/Meta 10% • Tools 5% | Intent capture first |
| Grow | $4k–$9k | LSA 40% • Search 25% • SEO 15% • Video/Meta 15% • Remarketing 5% | Scale reach with proof |
| Scale | $9k–$25k+ | LSA 35% • Search 25% • SEO 15% • Video/Nextdoor 15% • Remarketing 10% | Dominate storm ZIP clusters |
Target hail/wind swaths first; then adjacent ZIPs by roof age and permit density (where lawful to use aggregated data).
13) 30–60–90 Day Rollout Plan
Days 1–30 (Foundation)
- Publish inspection landing page with consented SMS and booking slots.
- Enable LSA/Search; load AI scripts; prepare documentation PDF template.
- Create canvassing SOP + permits; equip crews with photo checklist.
Days 31–60 (Momentum)
- Post 2 local case studies; request 10+ reviews with photos.
- Turn on remarketing audiences; refine negatives; extend hours.
- Standardize pricing cards for tarping and material options.
Days 61–90 (Scale)
- Duplicate winning adsets to adjacent ZIPs; add short reels.
- Hire/train ISA coverage; set SLAs (reply < 2 minutes).
- Quarterly compliance audit of copy, forms, and scripts.
14) Troubleshooting & Red Flags
| Symptom | Likely Cause | Fix |
|---|---|---|
| High clicks, low bookings | Weak CTA; too many form fields | Offer two times; reduce to Name/Phone/Address |
| Policy flags | Insurance promises; heavy text overlays | Remove claims language; keep overlays minimal |
| No-shows | No reminders | T-24/T-2 SMS with tech photo + map pin |
| Slow replies | No after-hours plan | AI chat + on-call rotation; SLA dashboard |
15) 25 Frequently Asked Questions
1) What is “Post-Storm Roofing Marketing: Ethical Lead Generation”?
A system to book inspections with compliant, community-first outreach.
2) Can I say “free roof” if damage is obvious?
No. Avoid claims promises; provide documentation and options.
3) Do I need consent for SMS?
Yes. Use a checkbox and clear opt-out language (STOP to end).
4) Is AI allowed to message customers?
Yes—when consented and logged; escalate complex cases to humans.
5) What photos matter most?
Soft-metal dents, shingle close-ups, drone overviews (where legal).
6) Should I watermark photos?
Small corner logo is fine; keep images readable.
7) How fast should we reply?
< 2 minutes during spikes; use AI and extended hours.
8) Where do reviews fit?
Request at report delivery; include direct links.
9) What about door-to-door?
Follow permits/curfews; respect Do-Not-Solicit signage.
10) Can I mention insurance at all?
Stick to “photo documentation provided.” No promises of outcomes.
11) How do I price tarping?
Publish clear pricing; safety first; itemize materials/labor.
12) Are before/after posts okay?
Yes—with permission and privacy respected.
13) What’s a good booked rate?
40–65% of leads in peak weeks, depending on market.
14) How many inspections per crew?
6–10 daily based on travel and documentation time.
15) How do I stop duplicate leads?
Dedupe by phone/email; one link per household.
16) When to use financing?
Present 2–3 options with clear terms; no pressure tactics.
17) What about HOAs?
Gather HOA status early; provide spec sheets if requested.
18) Best channels to start?
LSA/Search + GBP; add Nextdoor/Marketplace as you scale.
19) Can techs ask for reviews?
Yes—after service, with QR/links; avoid incentives that break rules.
20) Should I run CTV/Video?
After intent channels are funded; use proof-based reels.
21) What’s a healthy CPA?
Varies by market; track by channel and improve monthly.
22) How do I handle cancellations?
Offer two new times; capture reason codes to improve ops.
23) Are canvassing scripts risky?
Use approved scripts; avoid claims talk; log visits.
24) Can I post in neighborhood groups?
Yes—be helpful, factual, and avoid spammy behavior.
25) First step today?
Launch a consented booking page and publish your storm update on GBP.
16) 25 Extra Keywords
- Post-Storm Roofing Marketing: Ethical Lead Generation
- ethical roofing marketing
- storm damage roof inspection
- hail roof documentation
- wind damage roofing leads
- roof tarping pricing
- roofing google local services ads
- roofing search ads storm
- roofing google business profile updates
- roofing nextdoor posts
- roofing marketplace listing template
- roof inspection photo checklist
- roofing sms consent tcpA
- public adjuster rules roofing
- door to door roofing permits
- drone roof inspection legal
- roofing review request template
- roofing referral program
- roofing kpi dashboard
- roofing remarketing audiences
- storm zip targeting strategy
- roofing compliance wording
- roofing community relief
- roofing case study template
- roofing 30 60 90 plan
