You Can’t Just “Switch to Retail” After the Hurricanes Stop
October marks the one-year anniversary of Hurricane Milton, which struck Florida’s Gulf Coast near Siesta Key on October 9, 2024, as a Category 3 storm with sustained winds of 120 mph. For homeowners, this date is significant. In Florida, like elsewhere, you generally have one year from the date of loss to file an insurance claim for roof damage. That means the window to make a claim from Milton is about to close.
For contractors, this anniversary should serve as more than just a date on the calendar. It is a reminder of how storm-driven demand spikes, then disappears. Once the last round of Milton-related claims are filed and processed, the storm work will dry up. And when that happens, many roofers who banked on “pivoting to retail” will face a harsh reality: the demand is not there.
It is not about who is paying for the roof, insurance versus homeowner. It is about why the roof needs to be replaced in the first place.
Storms Bring a Surge, But They Do Not Create a Permanent Market
Look at what has happened over the past few years on Florida’s Gulf Coast:
Hurricane Ian (Sept. 28, 2022) struck Cayo Costa and Punta Gorda as a Category 4. It caused historic damage and billions in insured losses. Thousands of roofs were replaced almost overnight.
Hurricane Idalia (Aug. 30, 2023) made landfall in the Big Bend near Perry as a strong Category 3 with sustained winds around 115 mph. It had peaked at Category 4 strength in the Gulf. Record storm surges swamped communities and another wave of replacements followed.
Hurricane Helene (Sept. 27, 2024) landed near Perry as a Category 4 with 120 mph winds. It was one of the strongest storms ever to hit that stretch of Florida. More roof replacements followed.
Hurricane Milton (Oct. 9, 2024) came ashore near Siesta Key as a Category 3 with 120 mph winds. Millions lost power, structures were damaged, and once again, the roofing market lit up.
Each of these storms created a short-term boom. Roofers from across the country poured into Florida, insurance checks flowed, and it felt like there was unlimited work. But once those roofs are replaced, they are brand new. They are not failing, they are not leaking, and they are not due for replacement anytime soon.
Switching to retail does not change that reality. If there is no reason for a homeowner to replace a perfectly good roof, there is no demand.
The Contractor Flood and the Bust That Follows
Big storms do more than produce roofing jobs. They attract contractors from all over. The market gets oversaturated quickly. For a while, everyone is busy. But when the storm volume dries up, there are too many roofers chasing too few jobs.
The result is a shakeout.
Margins collapse as contractors underbid each other just to keep crews busy.
Cash flow gets tight for companies that scaled up trucks, equipment, and payroll for storm volume.
Failure rates are brutal. Roughly 29 percent of contractors fail in year one. More than half are gone by year three. Over 70 percent are gone by year five. Some reports put roofing failures as high as 80 percent within two years.
The market simply cannot support the flood of contractors that rush in after back-to-back hurricanes. Many go under when the music stops.
Why You Cannot Just Flip to Retail
Even if you want to, retail is not a light switch. It is a completely different game.
Demand does not exist. Homeowners are not replacing roofs that are two years old and under warranty.
Sales cycles are slower. People shop around, compare quotes, and push decisions off.
Marketing costs more. Retail requires consistent branding, reputation, digital presence, and community trust.
Margins shrink. Insurance jobs are based on set pricing. Retail customers are more price-sensitive and expect more service.
Accountability increases. Homeowners expect you to stand behind the work with warranties and service.
Putting up a retail sign does not summon demand in a market saturated with new roofs.
What Smart Roofers Do Instead
The winners in Florida will not be the ones pretending they can flip a switch. They will be the ones who:
Diversify services into siding, gutters, solar, or maintenance programs that run on different cycles.
Build a true retail engine slowly by investing in reputation, referrals, and long-term community trust.
Right-size operations so storm overhead does not crush them when things quiet down.
Plan for the long game, not just the storm season.
Storms like Ian, Idalia, Helene, and Milton created a massive but temporary surge in demand. Now Florida is saturated with brand-new roofs, and the market cannot sustain all the contractors who showed up for the boom.
Retail is not a safety net you can grab when the storms stop. It is a long, slow build, and most contractors will not survive the gap if they fail to recognize that.
The truth is simple. Hurricanes create demand. When they do not come, no amount of pivoting will.
