Finding the homeowners who actually need a roof without bugging the rest.
How does precision roofing leads with less pestering and wasted spend sound?
Target homeowners ready to replace their roof — not the whole neighborhood.
If you own a home, there’s a decent chance you’ve seen the pattern: a knock at the door, a flyer in the mailbox, or a phone call that starts with some version of, “We’re in the neighborhood and noticed you might need a new roof.”
Sometimes that outreach lands at the absolute worst moment.
Maybe you just replaced your roof and it’s in great shape. Maybe you’re dealing with bigger priorities, and a roof replacement simply isn’t financially possible right now. Or maybe your roof is fine, and the pitch is based on little more than a guess and a ZIP code.
For homeowners, this kind of “shotgun-style” marketing is at best annoying and at worst stressful. It can feel intrusive, poorly timed, and disconnected from reality — especially after you’ve already made a major investment in your home. And when a message is mass-produced, it doesn’t inspire trust. It feels like you’re being treated as a number, not a neighbor.
But here’s the other side: it’s frustrating for contractors, too.
The hidden cost of “spray and pray” roofing marketing
Roofing contractors live and die by finding the right jobs at the right time. Traditionally, that has meant broad demographic targeting, generic ZIP-code mailings, canvassing, and sending field teams to inspect neighborhoods — just hoping the math works out.
These methods are often costly, inefficient, and inconsistent, reaching homeowners who don’t need a replacement while missing those who do.
Consider contractors using search ads: LocaliQ’s 2025 benchmarks show an average $5.31 cost per click, a 2.61% click-to-lead conversion rate, and about $165.67 per lead. In other words, it can take dozens of paid clicks to generate a single (expensive) inquiry.
The downstream impact quickly adds up:
- Marketing budgets get eaten by low-yield campaigns.
- Surveyors and field teams spend time (and fuel) visiting homes with no real opportunity.
- Canvassers face low conversion rates, contributing to turnover and morale issues.
In other words: homeowners get bothered when they don’t need help, and contractors burn time and money trying to find the homeowners who do.
So what would it look like if both sides got a better experience?
A smarter way to match real needs with real intent
Reworked.ai set out to solve a clear problem: help contractors target homeowners more effectively with an AI-driven platform.
But they hit a critical gap. Even if you can predict homeowner engagement, you still need to know something basic: does the roof actually need replacement?
That’s where Eagleview came in.
In the case study, Reworked.ai integrated Eagleview’s high-resolution aerial imagery, roof condition scores, and broader property intelligence into its homeowner targeting models — enabling the system to evaluate both roof need and homeowner readiness.
This combination created a tighter, more practical definition of a “good lead”:
1. Precision property insights
Eagleview provides roof-level data at scale — such as roof condition, age, pitch, area, and material — so contractors can target with greater confidence.
2. AI refinement (need + propensity)
Reworked.ai layers that roof intelligence with financial and demographic modeling to identify households that both need roofing work and are likely to engage.
3. Actionable outputs
Instead of “best guesses,” contractors receive homeowner lists designed for more targeted direct mail and more productive door-knocking.
From a homeowner’s perspective, that shift matters. Fewer irrelevant mailers. Fewer awkward doorstep conversations. Less pressure when the roof is fine — or when life simply doesn’t allow for a major purchase.
Why it matters
When you reduce wasted outreach, good things happen quickly. Let’s consider a traditional approach vs. one that uses Reworked.ai:
A contractor has a $100,000 lead-generation budget and uses it to blanket a market — say 1,000,000 mailers (plus the usual scattershot follow-up). If only ~275,000 homes are actually in a roof-replacement window, then roughly ~725,000 mailers go to homeowners who don’t need a roof, just replaced one, or can’t act right now.
In effect:
- $100,000 spend = 1,000,000 touches
- ~72.5% of spend (≈ $72,500) is essentially spent on the wrong households
- Marketing waste becomes sales waste:
- Reps chase inbound interest that was never true demand
- Time gets burned on scheduling, inspections, and estimates that were dead on arrival
- The best leads wait longer because calendars are clogged with “no-need” appointments
Now take the same $100,000, but aim it at the ~275,000 homes most likely to need replacement.
Instead of spending ~$72,500 reaching the wrong people, that money gets reallocated to increase pressure and conversion on the right audience:
- $100,000 spend = fewer wasted touches + more depth where it matters
- The dollars that used to be wasted become:
- 2x touch frequency to the right homes (mail + digital)
- SEO/local search and retargeting aligned to those same neighborhoods
- Call and lead nurture programs, so “not today” becomes “next month”
- Sales impact flips:
- Fewer unlikely prospects enter the funnel
- Less time wasted on site visits and estimates
- Recovered time is applied to fast response and consistent follow-up on leads that are actually in-market
Beyond this example, Reworked.ai reports that contractors using the combined approach achieved 25–35% higher response rates than traditional mailers, with double-digit conversion growth in the first campaign cycle.
The real win: less friction for everyone
The roofing industry doesn’t need more noise. It needs better timing, better targeting, and a more respectful experience for homeowners.
When contractors prioritize households where there’s a clear roofing need — and where the homeowner is more likely to engage — everyone wins:
- Homeowners get fewer irrelevant interruptions.
- Contractors spend less on wasted outreach and more on real opportunities.
- Field teams focus their effort where it counts.
That’s the promise behind Reworked.ai, powered by Eagleview: replacing guesswork at high cost with scaled precision — and turning a frustrating dynamic into a more efficient, more human one.If you own a home, there’s a decent chance you’ve seen the pattern: a knock at the door, a flyer in the mailbox, or a phone call that starts with some version of, “We’re in the neighborhood and noticed you might need a new roof.”