Storm mode is the set of texts your company uses on the worst days of the year. When a windstorm or hail cell sends dozens of homeowners to their phones at once, your number replies to every one within a minute, asks the questions that sort real emergencies from routine damage, and gives each person an honest wait time. The goal is calm, fairness and no lost leads.
We write and set up this playbook for your company. We are not a contractor: we don't tarp roofs, inspect damage or advise on claims.
Why roofers need a separate storm playbook
Normal-week texts break during a storm. "We'll text you back by 5 p.m." is untrue when 140 people asked the same afternoon.
Here's the arithmetic that catches owners out. If your office normally handles 4 leads an hour and a storm brings 60 in three hours, the queue grows by roughly 16 an hour. By evening, the last person in line could wait two days for a reply, and many of them will hire someone who answered faster, possibly someone who drove in from out of province. A prepared storm mode doesn't add crews, but it makes sure every one of those 60 people knows where they stand.
What's included
The playbook is written and approved before the season, so nobody drafts messages in a panic.
- Trigger rules. What switches storm mode on: a weather warning for your area from Environment and Climate Change Canada's alerts, a lead-volume threshold, or the owner's call.
- Surge first reply. One message that acknowledges the storm, asks whether water is coming in, and gives a realistic window.
- Triage questions. Water entering? Missing shingles or exposed deck? Tree or debris on the roof? Interior ceiling stain only?
- Category messages. Different follow-ups for active leaks, exposed decking, cosmetic damage and "just checking".
- Queue updates. A scheduled, honest progress text so nobody feels forgotten.
- Stand-down message. How you return to normal-week texts once the surge passes.
A sample surge sequence
These are templates; your version uses your company's details.
[Business name] here. We know the storm hit [Area] hard and we're getting many calls. Is water coming inside right now? Reply 1 for yes, 2 for damage but no leak, 3 for just want a check. Reply STOP to opt out.
For a reply of 1:
Thanks. Leaks go first. [First name] will call you by [time]. Meanwhile, if it's safe, move valuables away from the drip. Please don't go on the roof.
For a reply of 2 or 3:
Got it. You're number [queue position] for an inspection. Our honest estimate is [date range]. We'll text an update by [day].
Notice the safety line in the leak reply. Homeowners climbing wet roofs after a storm get hurt; your texts should never encourage it.
Staying clearly separate from storm chasers
After big storms, some operators knock doors with pressure tactics. Your texts should look like the opposite.
That means no countdown offers, no "free roof" claims, no suggestion that insurance will pay, and no vague statements about damage you haven't seen. The Competition Bureau's guidance on misleading representations applies to marketing in any medium, including texts. We summarise; your lawyer advises. The trustworthy storm texting guide has a checklist.
Timeline
Build storm mode in a quiet month, not during a storm.
- Weeks 1–2: review last season's storm-week leads, draft messages and triage categories.
- Week 3: your edits, test runs with your own team playing homeowners.
- Week 4: a dry-run switch-on and switch-off, so the person responsible has done it once.
Ideally the playbook is ready before your region's stormiest months; each region page notes the local pattern.
How results are measured
We look at the storm days specifically, not monthly averages that hide them.
- percentage of storm-day leads acknowledged within 5 minutes
- time for active-leak leads to reach a human
- share of queued homeowners who still book with you
- complaints or negative reviews mentioning slow response
Mistakes to avoid
- Switching on too late. By the time the office notices, a hundred leads may be waiting. Agree the trigger in advance.
- Uniform wait times. Telling everyone "48 hours" when leaks get same-day attention confuses people. Be specific by category.
- No stand-down. Leaving storm wording live for a week after the weather clears looks sloppy.
- Collecting claim numbers or policy details by text. Keep personal and financial information out of SMS.
Storm mode sits on top of instant reply, so most companies set that up first. See pricing or the full storm triage guide next.
Frequently asked questions
Who decides when storm mode switches on?
You do. We agree a trigger with you in advance, such as a weather warning for your service area or more than a set number of leads in two hours, and name the person allowed to flip it.
Does storm mode promise to fix everyone's roof quickly?
No, and it shouldn't. It promises an honest place in line and a realistic time window. Overpromising during a storm is the fastest way to collect angry reviews.
Can storm mode help with insurance claims?
It can tell homeowners what photos and details to keep, but it never tells them what their policy covers or promises a claim outcome. Insurance questions go to their insurer or broker.
Is this a way to text everyone in my customer list after a storm?
No. Storm mode handles people who contact you. Sending promotional texts to old customers raises consent questions under Canada's anti-spam law, and we don't build blast campaigns for storm weeks.