By Luke Laufenberg, Founder of HomeHudl
After a storm, the uncertainty does not end when the weather clears. The bigger problem comes afterward, when a flood of contractors, adjusters and salespeople show up in neighborhoods that were quiet just a week earlier. Many homeowners have never navigated a roofing project or insurance claim before, so they rely on instincts and whatever information they can find quickly.
This is where American Family Insurance stands out. Their homeowner education around hiring contractors is some of the most practical and direct guidance in the industry. And as someone who works inside the storm restoration space every day, I can say their advice is accurate. It reflects the real patterns I see on the ground.
But it also reveals something deeper. Everything American Family asks homeowners to verify can be done more easily if transparency is built into the process. Homeowners are not making poor decisions because they are careless. They are making poor decisions because they are overloaded, pressured and given too little visibility.
When good information is accessible, good decisions follow. That is the future HomeHudl is trying to build toward.
Local Contractors and the Importance of a Real Track Record
Article: "Avoiding Contractor Fraud" by American Family Insurance
Source: https://www.amfam.com/resources/articles/at-home/avoiding-contractor-fraud
"Out-of-state contractors follow storm events from state to state, looking for easy targets. Hiring an out-of-state contractor can be problematic for a couple of reasons: First, if they did careless work or did not complete the job at all but still took your money, they will be difficult to track down. Second, even if it is a legitimate company, if an issue pops up later, you might have a difficult time getting them to come make corrections to the work."
"What to do: Go with a local contractor with a known track record to avoid these storm chasers. You can check with the Better Business Bureau or ask within the community for references and recommendations."
This is the reality of storm restoration. After every major hail event, out-of-state contractors roll in with temporary crews, temporary equipment and temporary branding. Some are legitimate. Many are not. And homeowners are left trying to figure out who is actually rooted in their community.
But "local" should not be something you guess based on a yard sign or a business card. A track record is measurable. Every legitimate contractor leaves one behind by pulling permits in the city where the work is performed. That is the most reliable sign that the company works in your area consistently, not just when there is money to be made.
At HomeHudl, one of our core goals is to put that information in front of homeowners in a way that is simple and honest. You should not have to wonder who is genuinely local. You should be able to see it.
Permits Are More Than Paperwork. They Are Protection.
Article: "How to Choose a Contractor After a Storm" by American Family Insurance
Source: https://www.amfam.com/resources/articles/at-home/how-to-choose-a-contractor-after-a-storm
"A building permit ensures that your property was reviewed and inspected to meet codes, ordinances and requirements. If a contractor fails to get the correct permit, there may be risks involved.
What to do: When you ensure that your contractor gets a building permit, you are ensuring their work is inspected and up to local code. If they do not have a proper permit, you could be liable for any problems or injuries sustained during the project. Also, if the contractor installs anything improperly and it later needs to be fixed, your insurance is likely not going to cover any expenses."
Most homeowners do not think about permits beyond the cost or the inconvenience. But permits exist to protect you, not burden you. They ensure the project was done legally, inspected properly and meets all safety requirements.
The problem is that once a permit is approved, that information disappears into municipal files that homeowners rarely look at. The proof is there. The transparency is not.
A permit is not just another form. It is evidence that the contractor followed the rules, did not cut corners and finished the work correctly. Making that information accessible gives homeowners confidence long before the first shingle comes off the roof.
Seeing Real Work Builds Real Trust
Article: "How to Choose a Contractor After a Storm" by American Family Insurance
Source: https://www.amfam.com/resources/articles/at-home/how-to-choose-a-contractor-after-a-storm
"Not only is it important to use references, but getting samples, for example, seeing pictures of finished projects or visiting a project in person, allows you to see the quality and variety of a contractor's work. You may even get some fresh ideas for your project."
Homeowners want proof. They want to see the work a contractor has actually completed. They want to know the job was done well, not just promised well. But photos on a website or a Facebook page do not always tell the full story.
The strongest proof is a connection between the work you are seeing and a verified permit on a real property. When photos are matched with actual job history, you know you are looking at legitimate results, not a portfolio pulled from somewhere else.
That is why one of the features we are building into HomeHudl is the ability for contractors to showcase before and after photos tied directly to their permits. Real work shown clearly. No guesswork.
The Red Flags Are Real, But Homeowners Should Not Have To Handle Them Alone
Article: "Avoiding Contractor Fraud" by American Family Insurance
Source: https://www.amfam.com/resources/articles/at-home/avoiding-contractor-fraud
"Unfortunately, the aftermath of a major storm can be a prime opportunity for predatory contractors who only seek to quickly gather a deposit and disappear. Others may show up for a day or two, then close up shop and leave town. And that can leave you with a big problem.
To avoid issues like these, be sure to keep an eye out for red flags that may signal your contractor is up to no good:• Be sure that your contractor is an established, local business with online reviews
• Carefully vet your contractor's list of references
• Ask to physically see work done on local homes
• Look up the contractor's performance on the Better Business Bureau's website
• Look at the license plates of the contractor when they arrive to estimate the job. If they are out of state, ask why
• Do not get quotes from contractors that leave brochures on your front door
• Be sensitive to high pressure sales tactics and avoid contractors that demand your cooperation"
It is excellent advice. The challenge is not the accuracy. The challenge is the workload placed on homeowners. This list is long, and in the middle of roof damage, leaking ceilings and insurance deadlines, most people do not have time to perform a full investigation.
This is where technology can remove friction instead of adding more. When transparency is built into the system, homeowners do not have to chase down BBB pages or search for license plates. Key trust signals are surfaced automatically. You are not expected to follow a list of fourteen steps while dealing with the stress of a storm claim. The platform handles it for you.
A Shared Goal
American Family Insurance has always encouraged homeowners to choose reputable, local and transparent contractors because it protects both the homeowner and the insurer. That commitment is something I respect.
HomeHudl aligns with that mission. We are simply giving homeowners the tools to verify what they are already being advised to check. When transparency is accessible, the decision-making becomes easier, less risky and far less stressful.
When the next hailstorm hits, do not just hire the first person who knocks.
Choose someone whose work you can see, trust and verify.
Use HomeHudl.