// MADISON × ROOFING

Ice dam leakingin Maple Bluff.Your linestayed open.

Madison roofing has two phone seasons: the summer afternoon a cell drops hail across Stoughton and DeForest, and the February week when ice dams send water through ceilings from Maple Bluff to Westmorland. Both bury an office line in hours.

// Wisconsin-built · intake that keeps up when the radar turns purple

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// 01 ── MISSED-CALL SCENARIOS

Two seasons, one bottleneck: the phone.

[01] A July supercell tracks Stoughton to Sun Prairie and drops two-inch hail in twenty minutes. By evening, every roofer in Dane County is answering or losing. National storm outfits with 24-hour call centers canvass the same streets the next morning — the local shop whose phone rang out spends the season explaining why.

[02] Mid-February thaw-freeze cycle: a Maple Bluff colonial grows an ice dam and water starts staining a plaster ceiling. The homeowner calls with urgency money attached — steam removal now, roof and gutter conversation later. Shops that answer schedule both; shops that miss it never learn the call happened.

[03] A DeForest homeowner a year into a new build notices shingles lifted after a windstorm and calls the original installer first, then anyone who picks up. Warranty goodwill, a repair invoice, and the referral network of a whole new subdivision ride on which shop answers a Tuesday-afternoon ring.

// 02 ── THE MISSED-CALL MATH

The surge
decides the
season.

A Dane County roof replacement typically prices between $8,500 and $15,000, ice-dam mitigation runs $500 to $1,500 per visit, and hail events convert entire neighborhoods into simultaneous buyers for about a week. No office staff scales for that week — the phone is the bottleneck.

Take one hail event: sixty inbound calls in three days against an office that can work through twenty-five. If even four of the thirty-five unworked calls would have signed at a $10,000 average, that single storm left six figures on other companies' contracts. The surge does not come back.

Storm math is lumpy and assumption-heavy by nature — that is the point of modeling it yourself. Load your close rate and average job into the calculator and price your next surge.

// Typical replacement

$11K

// Ice-dam visit

$900

// Surge window

72 hrs

// HEAR AVA WORK A HAIL-WEEK CALL

→ (414) 240-8930

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// 03 ── COMMON QUESTIONS

For Madison and Dane County roofers.

[01]

Sixty calls in three days — AVA keeps up?

Yes, without queuing: every caller gets answered simultaneously, damage described, address logged, inspection window offered. Your team starts each surge morning with a worked list sorted by urgency and neighborhood instead of a full voicemail box.

[02]

How are ice-dam calls triaged versus hail calls?

Active interior water gets urgent routing to your mitigation crew; exterior-only damage schedules as inspections. Both intakes capture what your estimator needs — roof age, story count, visible damage, insurance intent — before anyone drives anywhere.

[03]

Does AVA discuss insurance proceeds with homeowners?

No. It captures carrier, claim status, and adjuster appointments as data points and leaves every coverage conversation to your project managers. No promises get made on your behalf.

[04]

Can it group inspections by area during a storm response?

AVA captures precise addresses on every call, so your scheduler can run Stoughton on Tuesday and DeForest on Wednesday instead of criss-crossing the county — the intake data makes the routing possible.

// 04 ── READY?