The roof tells you who needs you next

By Reworked.ai.

Reworked.ai's bet: stop racing for leads, start scoring demand. A new generation of property data is making it possible.

Most roofing marketing is a race. The contractor who answers a homeowner's Google search fastest wins the job. Everyone else paid for the same lead and lost. Fred Castonguay, co-founder of Reworked.ai, thinks that race is the wrong race.

"Every contractor wants speed to lead — to get to a prospect first. But what if there was a different way? What if you could find demand before it shows up on a search engine?"

— Fred Castonguay, co-founder · Reworked.ai

That question is the foundation of Reworked.ai, a platform that fuses aerial roof imagery, property records and homeowner data into a single intelligence layer for contractors. The bet is direct: if you can see which homes will need a new roof in the next twelve months — and who lives in them — you don't have to compete for the homeowners who are already shopping.

"The thing I appreciate about a roof is that it wears its emotions on its sleeve. It's not going to lie. If a plane can see it from 6,000 feet, then a roofer at 6 feet is going to see a lot."

— Fred Castonguay

Four products, one engine

Reworked.ai turns that intelligence into four contractor-facing tools:

• Zip Analyzer — Pinpoint the neighborhoods worth your spend, ranked by roof age, ownership rates and homeowner profile.
• Roof Opportunities — Score every home in a chosen area on roof condition + owner fit. The top of the list is who to mail first.
• Mailer Easy Button — Launch a personalized direct mail campaign in minutes, with the homeowner's name, their roof image and your branding. No agency, no design cycle.
• HALO — When a job lands, HALO automatically fires a follow-up mailer to the surrounding neighbors. One job becomes a campaign.

"You can't be targeted if you're spraying and praying," Fred said. "We're talking about a four-to-six-times return at the low end. At the high end, much more."

A concrete example

A New Jersey roofer recently ran a single $987 Reworked.ai mailer to 300 scored homes. Four turned into closed jobs — about $130,000 in revenue. Roughly 130× the ad spend. The job-conversion rate (1.3%) was an order of magnitude above the industry baseline for targeted direct mail, and the team did it without buying a single lead.

It's the kind of math that's hard to ignore: not because direct mail is new, but because the targeting is.

When the weather decides

Reworked.ai's Storm Opportunities product layers historical storm impact zones over the same property-condition data. The result lets contractors focus retail and insurance restoration work on homes that were already aging before the storm hit — not just chasing the storm itself.

"We've looked at the homes that, before the storm, were not in great shape. We've looked at the homeowners. Why would you do it the hard way if the technology is there for you?"

— Fred Castonguay

Why now

Aerial imagery used to cost dollars per property. Owner-occupancy and income data used to live in walled databases. In the last 24 months, both have collapsed in price and improved in resolution — and Reworked.ai is one of a small group of companies betting that the right way to use them is on the front end of the funnel, not the back.

"It's just taking advantage of the data that's out there and democratizing it. Every contractor should have access to this — not just the ones with a six-figure marketing budget."

— Fred Castonguay

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