How is the lead score calculated?

The scoring engine combines several weighted signals: hail intensity at the property, roof age from permit and property records, absence of recent permits suggesting no prior repair, property value as a proxy for insurance coverage, and repeat storm exposure. Scores decay based on days since the storm event so the leads cycle out as the insurance window closes.

Where does the data come from?

Two sources. The National Weather Service and NOAA Storm Events provide storm data, both free. The ATTOM property data API, which is paid, provides property records, permit history, and value. A daily ATTOM sync runs via EventBridge and SQS. A fifteen-minute storm polling Lambda checks NWS for new events.

What do the lead tiers mean?

Leads fall into three tiers based on total score: Hot, Warm, and Watch. A GSI on the DynamoDB table indexes leads by inverted score for efficient top-leads queries. An alert Lambda fires SES and SNS notifications when high-score leads are generated.

What is the deployment status?

Property Intelligence is deployed to staging with 604 real NOAA hail events loaded from February 2024 through September 2025. The scoring engine, storm polling Lambda, alert Lambda, and dashboard page are all functional. The ATTOM trial key is pending. A production pull against real properties is the next step before main merge.

Property Intelligence — iSimplifyMe Labs

Abstract

Property Intelligence is an Apex module that cross-references property records with storm event data to generate scored roofing leads. Five weighted signals — hail hit, roof age, permit history, property value, and repeat storm exposure — produce a tiered lead score with an insurance-window decay function.

Problem

Roofing contractors rely on door-to-door canvassing and purchased lead lists that have no signal about which properties actually need attention. After a hail event, the entire affected area looks the same from the street.

Prioritizing outreach requires knowing which properties sustained the highest-risk combination of storm impact and roof age — data that exists in public sources but isn't assembled anywhere.

Approach

Scoring model

The scoring engine runs on five signals: hail hit at the property (40 points), roof age derived from permit and property records (30 points), absence of recent permits suggesting no prior repair (15 points), property value as a proxy for insurance coverage likelihood (10 points), and repeat storm exposure (5 points). Scores decay based on the number of days since the storm event — a 0–30-day window retains full value, with stepped discounts out to 365 days.

Data sources

Data flows from two sources: the National Weather Service and NOAA Storm Events (both free) for storm data, and the ATTOM property data API (paid) for property records, permit history, and value. A daily ATTOM sync runs via EventBridge and SQS; a 15-minute storm polling Lambda checks NWS for new events.

An alert Lambda fires SES + SNS notifications when high-score leads are generated.

Lead tiers

Leads land in three tiers: Hot (70–100), Warm (40–69), and Watch (0–39). A GSI on the DynamoDB table indexes by inverted score for efficient top-leads queries.

An Apex dashboard page surfaces the lead feed with map view, score filters, and export.

Status

Deployed to staging with 604 real NOAA hail events loaded (Feb 2024 – Sep 2025).
Scoring engine, storm polling Lambda, alert Lambda, and dashboard page are functional.
ATTOM free trial key pending; production data pull against real properties is the next step before main merge.
Module priced for roofing deployments as a per-installation monthly subscription, scoped per deployment.

Property Intelligence

What is Property Intelligence?