Going beyond intent and straight to demand

By Reworked.ai. 

What makes Reworked.ai’s approach to customer acquisition different. 

When it comes to finding new customers, roofing contractors have a seemingly endless number of companies and strategies to choose from — and most of them are selling the same thing: Names on a list. To learn what makes Reworked.ai’s platform stand out in a crowded industry, we interviewed Fred Castonguay, one of the company’s co-founders. 

Reworked.ai is a marketing intelligence platform for roofers that finds the homes that need a roof now — and turns them into qualified opportunities before the homeowner ever starts shopping. The thinking behind it starts from a simple observation: Nearly every home in America will need a roof eventually. The hard part is finding the small fraction that need one this year.  

Fred shared what inspired the company, saying, “Our entire goal is to use advanced computer tools such as computer vision and machine learning to allow contractors to take control and have efficiency in their customer acquisition process.” 

But what really separates the platform from the crowd is its focus on demand rather than intent. Fred explained:  

We are not a lead provider. A lead provider is harvesting intent, whether it’s through a form or a banner or using pixels to see who’s on a website. What we do is go to the source and look at the demand signals. So in the case of roofing, that’s the roof. 

How are they able to do this? Reworked.ai has a partnership with EagleView that gives them access to aerial imagery revealing which homes are “showing serious signs of wear and tear, like water pooling, missing shingles, tiles out of place, serious streaking and more.”  

Once those roofs are identified, the platform helps contractors reach the homeowners behind them. Fred described the original outreach engine: “We have a mail integration program that our customers can use to reach out to specific homeowners by name and give them information about the work their roof needs and how their company can help.” That outreach engine now goes well beyond the mailbox. Direct Mail Sequences pair a personalized letter with an aerial postcard of the homeowner’s own roof. Home Ads — the newest addition — put the contractor’s brand on that same household’s TV, phone and laptop, targeting the house itself rather than a lookalike audience, so the letter arrives from a company the homeowner already recognizes. Mail Alerts close the loop on speed: Every mailer carries a unique QR code, and the moment a homeowner scans it, the contractor gets a text with the details — so the follow-up call happens while the piece is still in their hand.  

The same demand-first logic extends to weather. With Storm Alerts, the moment hail or wind hits a neighborhood a contractor covers, they’re notified instantly — and ads can begin serving inside the affected homes within 24 hours, days before the first crews start canvassing.  

By pairing demand signals from the roof itself with outreach that reaches homeowners by name — in the mailbox and on every screen in the house.  Reworked.ai goes beyond harvesting intent and instead finds the demand for roofing contractors.