The Ultimate Storm Marketing Plan for Roofing Companies: Before, During, and After the Storm

When a storm is on the horizon, roofing companies have a unique opportunity to not only help their communities but also grow their businesses. Having a proven storm marketing strategy in place can make all the difference. In this guide, we’ll cover how to prepare your marketing before, during, and after a storm, ensuring your roofing company stays top-of-mind when disaster strikes.

Why Your Roofing Business Needs a Storm Marketing Plan

Storms are unpredictable, but your marketing doesn’t have to be. By preparing ahead of time, you can ensure that your company is ready to respond immediately, capturing leads, building trust, and establishing your brand as a go-to service provider when it matters most. Here’s our battle-tested plan that covers everything from postcards to social media, email marketing, and PR submissions.

Pre-Storm Preparation: Start One Week Before the Storm Hits

When a storm is forecasted to hit within a week, it’s go-time for your marketing efforts. Here’s what you need to focus on:

1. Track the Cone of Impact: Know exactly where the storm is expected to make landfall. Identify the zip codes that will be in the path of the storm.

2. Send Storm Preparedness Postcards: Target the identified zip codes with 6x9 Storm Preparedness Postcards. These should include a QR code that leads to pre-storm tarping or repair services to capture leads. With a 2-3 day delivery window, these postcards arrive just in time for homeowners to start thinking about roof damage prevention.

3. Run Meta Ads: Target the same zip codes with Storm Preparedness ads on social platforms like Facebook. Offer a free download, such as:

   • Option A: A free storm preparedness checklist for homeowners.
   • Option B: “When the door knockers come” – a guide on the insurance process and what to watch out for when hiring contractors after a storm.

4. Create Video Content: Share as much video content as your company can handle. Videos about storm preparation, tips, and how your business is ready to help build trust and engagement.

5. Email Marketing: Target customers in the storm's path with emails outlining your services. Be clear about warranty terms—let them know that Category 1 storms may be covered under warranties (like GAF’s), but Category 3 and above often require a claim due to “Act of God” clauses.

Sales Coaching: “Everyone is a Journalist”

Your sales team’s role during a storm isn’t just about selling—it's about capturing content and getting the word out. Train them to act as journalists in the field:

• Document everything: Encourage your team to take photos, videos, and newsworthy content.
• Use CompanyCam to tag photos as “PR,” automatically syncing them to a Google Drive folder for PR submissions.
• Research PR sites ahead of time, so you’re ready to submit your stories quickly.

During the Storm: Boots on the Ground

As long as it’s safe, your team should be out in the community helping wherever they can. Here's how to maximize your marketing during the storm:

1. Field Service Assistance: When it's safe, your field team should be tarping roofs, cutting trees, cleaning up, and generally helping the community. Let the sales team handle the business side—your focus should be on being a helpful presence in the community.

2. Capture Content: Film live Facebook updates, real-time storm conditions, and video content. Be a journalist for the storm, sharing updates and positioning your company as a trusted source of information.

3. PR-Ready Content: Prepare human interest stories. Find local people affected by the storm, and help where you can. Document everything with video or photography and send it to your marketing team for social media and PR.

4. PROcess Videos: Create short “how-to” videos showing emergency roof repairs or tarp installations. This content will not only help your customers but also establish your company as an expert in handling storm damage.

Post-Storm Strategy: Dominate the Market After the Storm

Once the storm has passed, it’s time to capitalize on all the marketing groundwork you’ve laid. Here’s how to stay in front of potential customers:

1. Neighborhood-Specific Postcards: Target neighborhoods that were affected by the storm with post-storm damage postcards. Many homeowners will still be waiting for contractors, and you can step in to fill the gap.

2. Meta Ads: Use the content your team captured during the storm (videos, photos, etc.) to create before-and-after ads. Target zip codes hit by the storm and neighboring regions where displaced homeowners might be staying.

3. Google Ads: Create a landing page specifically for the storm and run Google PPC in the affected and surrounding areas. Create tracking numbers to be able to identify where the leads are coming from. 

4. Submit PR: The news media thrives on storm damage stories. Submit your storm damage photos, human interest stories, and articles to relevant PR outlets. Storm coverage often gets picked up by news sites, generating valuable backlinks to your company’s website.

5. Neighborhood Job Completion Postcards: As you complete roofing jobs, send follow-up postcards to the neighbors. Many people will still be waiting for other contractors to show up—claim those jobs by getting your name in front of them first.

Bonus Tip: Free Tarp Ads!

Offering free tarps is a great way to generate leads during storm season. Set up ads promoting free tarping services to those affected by the storm. It not only helps homeowners but also gets you in the door early for potential roofing jobs.

Check out this example of Free Tarp Ads: Free Tarp Ads

Final Thoughts: Be Ready, Be First

The key to a successful storm marketing plan is preparation. By having your strategy in place ahead of time, you can respond quickly, build trust with the community, and capture leads before the competition even gets started.

When the next storm hits, don’t just react—be ready to act. With this storm marketing plan, your roofing company will be in the perfect position to help your community and grow your business at the same time.

Need Help with Storm Marketing?

Our team specializes in creating high-impact storm marketing campaigns for roofing companies. Learn more about our marketing services and see how we can help your company maximize their storm marketing efforts.