The short answer
At ACE, a gift card campaign usually takes 2 to 3 weeks to set up, mostly to record your video and build the offer. That's too slow if you start after the storm. So we build your campaign before the season, then hold it ready. When hail hits, ACE Data finds the homeowners in the hail path, and the campaign goes out fast.
Why preparation wins
Right after a big storm, homeowners get flooded with roofers. The ones who stand out:
- Show up first. The first credible roofer in the mailbox has the best shot.
- Look established. A real video, a real company name and a clear offer beat a flyer from a crew that rolled into town.
- Follow up fast. A homeowner who reaches out on day two shouldn't hear back on day nine.
None of that happens if you're recording videos and writing mailers after the storm.
Step 1: Record your video now
Your video is the heart of an ACE campaign. Homeowners watch it to unlock a reward, so it's your first impression.
- Keep it about 60 seconds. Who you are, how long you've been local, what an inspection involves and what happens next.
- Use your phone. You don't need a production crew. We write the script.
- Show your people. Your face, your trucks, your crew on a real job.
- Record a version for Florida if you work there. The reward there is only for watching, so the video shouldn't promise a reward for booking an inspection.
Step 2: Build your lists before the storm
- Past customers and old estimates. Clean them now, so you're ready to reach the ones in the storm zone.
- Your service area. ACE Data can map the neighborhoods you serve so we're ready to pull homeowners in the hail path the moment a storm is reported.
- Clean everything. We verify phones and emails and scrub against Do Not Call lists, so you're not cleaning lists while competitors are calling.
Step 3: Set your offer
Decide the reward ladder ahead of time:
- Watch. A real gift card for watching your video, for example $20.
- Book. A bigger reward for booking an inspection, for example another $30, where it's allowed.
In Florida, the booking reward isn't used. Florida law (Fla. Stat. 489.147) bars roofing contractors from offering anything of value for a roof inspection or an insurance claim, so ACE's Florida campaigns reward only watching your video. We review every campaign before launch, and you should confirm with your own attorney.
Fund your account balance before the season too, so rewards can unlock the moment homeowners act.
Step 4: Prepare your mail, texts and scripts
- Roofing direct mail. Design the mailer now, with a spot for each home's unique code. When the storm hits, it just needs addresses.
- Text and email. Write and approve the messages ahead of time. They go out from your own accounts.
- Call scripts. Give your team call scripts for new storm leads, old estimates and neighbor referrals, so everyone sounds the same.
Step 5: Line up your follow-up
- Who calls? Decide who calls hand-raisers within minutes, and who backs them up on busy days.
- What happens if they don't book? Set up automatic follow-up by text, email and retargeting.
- Where do leads go? Make sure every response lands in one place, your CRM or a shared list, so nobody slips through.
The pre-season checklist
What we've seen
In a typical ACE roofing campaign, about 9 in 100 homeowners who receive the offer activate it, and one homeowner booked an inspection 20 minutes after a direct mail offer arrived. Those results come from campaigns that were ready to go. Good Faith Roofing is one of the roofing companies running ACE campaigns. These are past results, not a promise for your market. For what to do when the storm hits, see how to book more inspections after a hailstorm.
When this isn't the right fit
- You don't work storm damage. If most of your jobs are planned replacements, focus on old estimates and referrals instead.
- You can't take on more jobs during storm season. Build your crew capacity first.
Frequently asked questions
How should roofers prepare for hail season?
Record your video, clean your lists, set your offer, design your mailer, write your scripts and line up who will call leads, all before the season starts.
When should roofers start preparing for storm season?
At least a few weeks before your area's hail season typically starts. An ACE campaign usually takes 2 to 3 weeks to set up.
How fast can ACE launch after a hailstorm?
If your campaign is built ahead of time, ACE can pull homeowners in the hail path and launch quickly once the storm is reported.
What should a roofer's storm video say?
Who you are, how long you've been local, what an inspection involves and what happens next. Keep it about 60 seconds.
Do I need a different setup for Florida?
Yes. In Florida, the reward is only for watching your video, never for an inspection or insurance claim.
About the author
Jake Nicks is the founder of ACE (Actual Consumer Engagement), a customer acquisition firm in Frisco, Texas. He has 10 years in paid media and has directed more than $2 billion in ad spend. ACE's verified-action gift card technology is protected by U.S. Patent No. 11,847,634 B2.
See who's in market in your service area before the storm. On a free 15-minute call, we'll pull 50 homeowners in market for roofing in your area, live while you watch, scrubbed against Do Not Call lists. You keep the list. Claim your free 50