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 at $2,500–3,500/month per installation.