Finding the 99%: How Reworked.ai helps contractors target homeowners who actually need a roof

By Reworked.ai.

Most contractors fight over the same 1% of homeowners already searching for a roofer. Reworked.ai was built for everyone else.

At the 2026 International Roofing Expo, Karen Edwards of RoofersCoffeeShop® sat down with Fred Castonguay, co-founder of Reworked.ai, to talk about a problem most contractors don’t realize they have: they’re marketing to the wrong homeowners.

The problem with “spray and pray” marketing

Roofing contractors spend between 5 and 10% of their revenue on marketing and outreach — a significant line item in any P&L. Most of that spend chases the same small pool of homeowners who are actively searching online: the 1% who already know they need a roof and are collecting bids. That market is expensive, competitive and shrinking in margin.

“Roofers spend between five to 10% of their revenue on marketing and customer outreach. That’s a big number,” Fred said. “If you’re able to be smarter about it — 20% to 30% less — all of that falls to your bottom line.”

Reworked.ai was built to go after the 99% — homeowners whose roofs need replacement before those homeowners know it themselves. The company’s scoring system, Betty, identifies these properties by combining Eagleview aerial imagery with proprietary homeowner propensity data, surfacing what Fred calls “the best zip codes, the best homeowners and the worst roofs.”

How Betty works

The technology at the core of Reworked.ai is computer vision trained on millions of roof data points. Powered by Eagleview — whose aircraft-mounted, high-resolution cameras capture detailed aerial imagery across the country — Betty can detect roof condition indicators including discoloration, pooling water and material degradation without a single contractor setting foot on a ladder.

“It can see the roof better than you and me. It doesn’t wake up tired; it doesn’t have a bad day. It’s going to be on point, every single time.”

— Fred Castonguay, co-founder, Reworked.ai

But roof condition alone isn’t enough. Betty layers in homeowner demographics — financial profile, length of ownership, likelihood to act — so contractors aren’t just targeting homes that need work. They’re targeting homeowners who are both ready and able to move forward. The result is a ranked list of opportunities at $1.79 per opportunity, priced transparently and consistently regardless of market size.

“We can help roofing contractors make better decisions based on the condition of the roof and the profile of the owner of the home,” Fred explained. Rather than responding to demand, contractors can shape it — arriving at the door before the competition, before the homeowner has even started searching.

Built on real propensity data

Reworked.ai’s roots are in data science applied to real estate investing — scoring properties on seller propensity before expanding that same intelligence to the roofing market. The collaboration with Eagleview adds a physical layer to that model: actual roof condition as observed from above, matched to owner behavior signals on the ground.

The combination means contractors can prioritize their outreach around homeowners most likely to say yes — not the loudest homeowners online, but the right ones in the right neighborhoods at the right time.

What contractors are saying

“As a founder of the company, it makes me happy that we can bring a product to the marketplace that helps people,” Fred shared. “We’re not trying to take advantage of people. We’re trying to help them make their business more efficient.”

Feedback from contractors across the country has validated that approach — with users reporting more productive conversations, higher-quality outreach and a meaningful reduction in wasted marketing spend.

Watch Fred’s full conversation with Karen Edwards at IRE 2026.