Storm Damage Assessment: A Complete Guide for Wisconsin Homeowners

Wisconsin experiences an average of 40 severe thunderstorms, 20+ hail events, and several tornadoes each year. These storms cause tens of millions of dollars in roof damage—but homeowners lose millions more to unnecessary repairs, insurance claim mistakes, and post-storm contractor fraud.

This guide will help you accurately assess storm damage, properly document for insurance, and navigate the claims process while avoiding costly mistakes.

Part 1: Understanding Storm Damage Types

Wind Damage

High winds damage roofs through two mechanisms: direct force and uplift. Learn more about our wind damage repair services.

Signs of Wind Damage

Missing shingles: Complete shingle loss, usually starting at edges, ridges, or around penetrations
Lifted shingles: Edges that have separated from the seal strip—may lay back down but seal is broken
Creased shingles: Visible fold lines from being bent backward
Exposed underlayment or decking: Visible felt paper or wood where shingles are missing
Damaged vents and flashing: Bent, displaced, or missing metal components
Debris damage: Impact marks from wind-blown objects

Wind Damage Patterns

Wind damage typically isn't uniform across a roof. High-damage areas include:

Corners and edges (highest uplift forces)
Ridge lines
Around dormers and roof transitions
Downwind side of obstacles (turbulence damage)

Important note: Wind can break the seal on shingles without visibly displacing them. These shingles are now vulnerable to future storms and water intrusion even though they look fine from the ground.

Hail Damage

Hail damage is the most common and most frequently over-diagnosed storm damage type.

Actual Hail Damage Signs

Random impact pattern: Hits scattered across the roof, not in lines or concentrated areas
Soft spots in shingles: Areas where the matting is bruised (feels different when pressed)
Granule loss at impact: Circular or irregular spots where granules are knocked off, often with exposed black asphalt
Cracked shingles: Impact fractures in the shingle material
Dented metal: Gutters, vents, and flashing showing circular dents
Collateral evidence: Damage to soft metals (AC units, downspouts), car hoods, window screens

What Is NOT Hail Damage

Commonly misidentified as hail damage:

Blistering: Raised bumps from moisture trapped during manufacturing (has a different texture than impacts)
Normal weathering: Gradual granule loss from age and UV exposure
Footfall damage: Marks from walking on the roof
Manufacturing defects: Inconsistencies in shingle coating or material
Organic debris marks: Algae, lichen, or tree sap spots

The hail damage threshold: For insurance purposes, hail damage typically needs to be significant enough to affect the roof's functionality or remaining lifespan. Minor cosmetic granule displacement usually doesn't meet this threshold.

Ice Storm Damage

Ice storms cause damage through weight overload and ice dam formation.

Signs of Ice Damage

Sagging or bowed roof sections: Structural strain from ice weight
Broken or displaced gutters: Ice weight pulling gutters from fascia
Cracked or broken shingles: Especially at eaves where ice accumulates
Water intrusion signs: Interior water stains from ice dams
Damaged soffits: From ice dam water backup

Part 2: Safe Post-Storm Assessment

Safety First

Never get on your roof after a storm. Damaged shingles, wet surfaces, and hidden structural damage make post-storm roof walking extremely dangerous. All initial assessment should be from the ground.

Ground-Level Inspection Checklist

Exterior Walk-Around

Look for obvious damage: missing shingles, debris, displaced flashing
Check gutters and downspouts for dents or displacement
Examine siding and trim for impact marks
Look at soft metals: AC unit, gas meters, mailbox (hail indicators)
Check vehicle and deck furniture for damage (documents storm severity)
Note any debris that struck the house

Interior Inspection

Check ceilings in all rooms for water stains or drips
Inspect attic for daylight penetration, water intrusion, displaced insulation
Look for water in unusual places: around windows, in walls, in basement

Documentation Protocol

Thorough documentation is crucial for insurance claims:

Photo Documentation

Wide shots showing the entire roof from multiple angles
Medium shots of damaged areas
Close-ups of specific damage
Photos of debris that caused damage
Interior water damage photos
Photos of damaged property around the house (cars, AC units, etc.)
Date-stamped photos (check that your phone's date stamp is accurate)

Written Documentation

Date and time of storm
Description of storm conditions (wind, hail size if known, duration)
List of all observed damage
Any temporary repairs made
Contact information for any witnesses

Part 3: The Insurance Claims Process

Step-by-Step Claims Guide

Step 1: Review Your Policy (Before Calling)

Understand your coverage before filing:

What is your deductible? (Typically $1,000-$2,500 for wind/hail)
Do you have ACV (Actual Cash Value) or RCV (Replacement Cost Value) coverage?
Are there special limits or exclusions for wind or hail?
What is your claim filing deadline?

Step 2: Report the Claim

Call your insurance company's claims line (found on your policy card)
Provide basic information about the damage
Request a claim number and adjuster assignment
Ask about the claims timeline and process
Ask about temporary repair authorization

Step 3: Emergency Repairs

Make temporary repairs to prevent further damage. Our emergency roof repair service is available 24/7:

Tarping exposed areas
Containing water intrusion
Boarding up broken windows

Important: Keep all receipts. Emergency repairs are typically reimbursable but require documentation.

Step 4: Adjuster Inspection

When the insurance adjuster visits:

Be present during the inspection
Share your documentation and photos
Point out all damage you've observed
Ask questions about their process and timeline
Request a copy of their report

Step 5: Get Contractor Estimates

After the adjuster visit:

Get 2-3 estimates from licensed, insured contractors
Estimates should detail full scope of repairs
Compare estimates to insurance assessment
If estimates exceed insurance assessment, document why

Step 6: Negotiate if Necessary

If the insurance assessment seems low:

Request a copy of the adjuster's scope and pricing
Identify specific items that are missing or undervalued
Provide contractor estimates as supporting documentation
Request a re-inspection if significant damage was missed
Consider hiring a public adjuster for large claims

Understanding Your Settlement

ACV vs. RCV Settlements

ACV (Actual Cash Value): Replacement cost minus depreciation. You receive what your roof was worth, not what a new roof costs.
RCV (Replacement Cost Value): Full cost of replacement. Typically paid in two parts: initial payment (ACV) and recoverable depreciation (after repairs are completed).

Recoverable Depreciation

With RCV coverage, you must complete repairs to collect the withheld depreciation. Timeline is typically 180 days to 2 years depending on policy and state.

Part 4: Avoiding Post-Storm Scams

Storm Chaser Red Flags

After major storms, fraudulent contractors flood affected areas. Warning signs:

Door-to-door solicitation: Legitimate contractors rarely need to knock on doors
Out-of-state license plates: They'll be gone before problems appear
No local address: Only a phone number or P.O. box
Pressure to sign immediately: "We have a crew in the area—if we don't start today..."
Offers to pay your deductible: This is insurance fraud
Requests for full payment upfront: Legitimate contractors don't need all the money before starting
Assignment of Benefits (AOB): Signing over your insurance rights to the contractor
No written estimate or contract: Everything should be documented

Unfortunately, storm chasers are just one type of roofing scam. For a complete breakdown of industry practices that cost homeowners billions annually, read our insider exposé on the dark side of the roofing industry.

Common Storm Chaser Scams

The Inflated Claim

Contractor claims more damage than exists, collects insurance payment, does minimal work, pockets the difference.

The Deposit Disappearance

Contractor collects large deposit, does little or no work, disappears or becomes unreachable.

The Bait and Switch

Low estimate wins the job, then "discovered problems" require expensive additions.

The Insurance Fraud Partnership

Contractor offers to waive deductible or "work with you" on insurance—then inflates claim or billing to make up the difference.

Protecting Yourself

Only work with established local contractors
Verify all credentials independently
Get multiple estimates
Never sign over insurance rights (Assignment of Benefits)
Never pay more than 30% upfront
Get everything in writing
Verify work matches contract before final payment

Part 5: Repair vs. Replace Decision Guide

When Repair Makes Sense

Damage is localized (less than 25-30% of roof area)
Roof has significant remaining lifespan (10+ years)
Matching materials are available
No structural damage
No recurring issues in the damaged area

When Replacement Is Better

Damage exceeds 30% of roof area
Roof is near end of life anyway (15+ years on 20-year shingles)
Matching materials unavailable
Previous storm damage or repairs
Insurance settlement covers most of replacement cost
Opportunity to address underlying issues (ventilation, insulation)

The Math

Compare:

Cost of repairs + probable future repairs
Remaining deductible if you file another claim
Cost of replacement minus any insurance recovery
Added value of new roof (warranties, energy efficiency, resale value)

The Bottom Line

Storm damage is stressful, but understanding the process helps you make better decisions and avoid costly mistakes. Key takeaways:

Document everything thoroughly before repairs
Understand your insurance coverage before filing
Never feel pressured into immediate decisions
Work only with established, verified local contractors
Get multiple opinions on scope and pricing
Consider long-term value, not just immediate cost

Storm damage concerns? We offer free storm damage assessments with honest evaluation of what's actually damaged and what's not. We'll document thoroughly for your insurance claim and never recommend work that isn't needed. Call (414) 340-3890 or contact us online to schedule.