Roofing

One brand, separate funnels. Storm work runs on a 72-hour attention window after a hail or wind event. Retail re-roof runs on an 18-month consideration cycle. Sharing landing pages, ad groups, and creative dilutes both. Build a storm landing page with maps, hail report links, and insurance-claim guidance. Build a retail landing page with financing, warranty, and consultative content. Same brand, different funnel.

12% to 22% for retail, 30% to 45% for storm (where intent is higher and competitive timing is tighter). The number is meaningless without the lead-to-inspection rate next to it. A platform running 60% lead-to-inspection and 30% inspection-to-contract is operating differently from one running 90% lead-to-inspection and 18% inspection-to-contract. Both produce 18% lead-to-contract, but they have different problems to fix.

Three things, ahead of time. First, build storm-specific landing pages and ad creative now, ready to deploy within 24 hours of an event. Second, pre-build relationships with weather services and insurance adjusters so you have lead flow before competitors are even aware of the event. Third, build a dialer infrastructure that can take 4x to 8x normal call volume during the response window. Storm marketing isn't a campaign you launch after the event. It's a system you stage before it.

Financing changes which ticket sizes a household will entertain. Surfacing affordability inside the lead form, not at the kitchen table, lifts average ticket and close rate while keeping CAC flat. Most platforms surface financing too late in the funnel and leave meaningful EBITDA on the table. Operators offering monthly-payment messaging in their paid search ads see better lead quality and stronger close rates.

Storm response time-to-market, retail lead-to-inspection ratio, inspection-to-contract conversion, average ticket by lead source, and financing attach rate. These five metrics tell the operator whether the platform is operating both halves of the trade (storm and retail) efficiently.

Roofing splits cleanly into storm-chase and retail operating models. The marketing organization has to support both calendars. Most sponsors fund one and starve the other. The platforms that build a defensible retail brand on top of storm capability exit at premium multiples. The work the sponsor underwrites at LOI almost always overweights one half; the work the platform actually needs is balance.