If you are a roofer in Florida, you already know hurricanes are not an “if.” They are a “when.”
I live in DeLand, and last year something suspicious happened.
We did not get absolutely wrecked by a monster hurricane.
My working theory is this: I had a small forest of trees taken down around my house and spent an amount of money that made my soul leave my body. Clearly, that sacrifice to the Florida weather gods is the only reason we survived a season without chaos.
You are welcome.
That said, the odds of Florida going two years in a row without a serious hurricane are somewhere between slim and less than zero. Which means roofing companies should already be thinking about what comes next.
Because hurricane marketing is not something you figure out while the wind is blowing sideways.
Hurricane Marketing Is a Three-Phase Game
Many roofing companies only think about marketing after a storm. That is when panic sets in, ad budgets get lit on fire, and bad decisions get made fast.
The companies that win long term treat hurricane marketing as three distinct phases:
- Before the hurricane
- During the hurricane
- After the hurricane
Each phase has a different goal, a different tone, and a different set of mistakes to avoid.
Roofing Marketing Before a Hurricane
This is the most important phase. It is also the one most roofers ignore.
Before a hurricane, homeowners are calm. They are researching. They are noticing names. They are building subconscious trust without realizing it.
Your job in this phase is simple.
Be familiar before you need to be urgent.
What Smart Roofers Do Before the Storm
- Build and maintain Google Maps visibility
- Generate consistent, real reviews
- Publish helpful local roofing content
- Show proof of longevity and legitimacy
- Make it clear you are local and established
When a storm hits, homeowners do not want to experiment. They want someone they have seen before.
That familiarity is built months earlier.
Roofing Marketing During a Hurricane
This is where things get dangerous. Literally and figuratively.
During a hurricane, homeowners are anxious. Messaging matters.
This is not the time for hype, pressure, or “Act Now” nonsense.
What to Do During the Storm
- Keep messaging calm and informative
- Pause aggressive ads if necessary
- Share safety and preparedness information
- Reinforce that you are local and available
- Avoid promising inspections before it is safe
The goal here is not conversion.
The goal is trust.
Roofing companies that look responsible during a storm earn credibility that pays off later.
Roofing Marketing After a Hurricane
This is when the phone rings. This is also when competition explodes.
Storm chasers flood in. Ads spike. Homeowners become skeptical overnight.
This is where preparation shows.
What Wins After the Storm
- Strong Google Maps presence
- High review volume with recent activity
- Clear differentiation from out-of-town contractors
- Content that explains next steps and insurance realities
- A website that reassures instead of overwhelms
Homeowners are not looking for the fastest roofer.
They are looking for the safest decision.
If your brand already looks established, local, and trustworthy, you win better jobs with less friction.
The Biggest Mistake Roofers Make After Hurricanes
Panic marketing.
This looks like:
- Doubling ad spend overnight
- Running vague storm ads
- Overpromising timelines
- Chasing every lead regardless of quality
That approach burns teams out and attracts garbage leads.
Better marketing attracts fewer leads that actually convert.
Why Hurricane Marketing Favors the Prepared
Hurricanes do not create opportunity evenly.
They reward roofing companies that already invested in:
- Local SEO
- Google Maps authority
- Reviews and reputation
- Clear messaging
- Strategic restraint
The storm does not make your marketing better.
It exposes what was already there.
Why I Talk About This So Bluntly
I am Robert Urban, and through PaperBoat Media, I work with roofing companies that want stability, not chaos.
I have seen what happens when roofers wait until a storm is on the radar to think about marketing.
It is expensive.
It is stressful.
It is usually ineffective.
The companies that plan early sleep better when the forecast turns ugly.
The Real Truth About Hurricane Season
You cannot control the weather.
You cannot control insurance companies.
You cannot control storm chasers.
But you can control whether homeowners already trust you when the wind dies down.
Marketing before, during, and after a hurricane is not about being louder than everyone else. It is about being known.
And if Florida teaches us anything, it is this:
You can cut down all the trees you want, but the storm is still coming.
If you want to be ready for it, click the icon at the bottom right of this page and reach out however you feel comfortable.
No panic.
No pressure.
Just a plan that holds up when the weather does not.