Exterior & Roofing: your network's storm book at a glance

What this page is

Exterior & Roofing is Verinode HQ's network-level read on the storm-driven side of your book of business: roofing, siding, gutters, windows, fascia, soffit, and exterior paint work, the "envelope" of a property, as distinct from the interior mitigation and reconstruction work most restoration franchises started with. It is the network mirror of the same Exterior & Roofing read an individual operator sees on their own Verinode IQ Benchmarks page, rolled up here to the whole network instead of one business.

Like every page in HQ, this one only ever shows aggregates, rankings, and rolled-up figures. It is not a job-management, LMS, CRM, or accounting tool, and it never opens into a single franchisee's private business data, invoices, job files, or claims. Franchisees own their own data; HQ sees the network-level picture and, where privacy allows it, a franchisee-grain summary rolled up nightly from that data. Verinode surfaces the pattern here; your leadership team decides what to do about it.

Why exterior gets its own page

Exterior and roofing work does not behave like the rest of a restoration book of business, and this page is built around three real differences:

• It is storm-driven, not steady-state. A hailstorm or windstorm can put a year's worth of roofing leads on the ground in a single week, then go quiet for months. That volatility is exactly why a network-wide read matters: watching only your own numbers can't tell you whether a slow month is a normal seasonal lull or something worth a closer look, without a peer picture to check it against.
• Every job blends two different payers. A storm roof is rarely one clean transaction. Insurance pays the approved scope plus any supplements the adjuster agrees to; the homeowner separately covers the deductible and any retail upgrades, a better shingle line, new gutters, a skylight, that fall outside what the claim covers. That retail-versus-insurance mix is a defining trait of the segment, not an incidental detail.
• Supplements carry the margin. Roofing estimates are itemized, and a large share of the real payout on a roof comes from supplements filed after the original scope: code-required items (ice-and-water shield, drip edge, ridge vent) and damage discovered once the roof is torn off. How much of that requested scope actually gets approved, and how that compares to peers, is often the single most differentiated number on a roofer's business, which is why it gets its own dedicated read below.

Exterior work is also tracked as a distinct line of business from reconstruction, not folded into it. That separation matters for the margin figures on this page: a franchisee's exterior work is measured on its own, so a strong or weak roofing division shows up clearly instead of being blended into the rest of the reconstruction book.

Where to find it

The Exterior & Roofing page is reachable directly at hq.verinode.ai/exterior. It is not currently a standalone entry in the left-hand HQ sidebar; instead, its numbers surface two ways:

1. Directly by URL, bookmarkable like any other HQ page, and reachable from cross-links elsewhere in the product.
2. Inside Benchmarks, as an auto-adaptive "Exterior & Roofing" category. That category only appears on the Benchmarks Cards view when your network is actually running an exterior division; a network with no roofing business never sees a roofing category cluttering its benchmark list.

If your organization runs an exterior or roofing division across some or all of its locations, this page is where the network-wide numbers behind that work live. See Network benchmarks: how the section works for how the Exterior & Roofing category sits inside the wider Benchmarks hub.

The hero panel

At the top of the page sits a hero panel labeled Network exterior & roofing.

The headline number is a plain count: how many of your locations are running an exterior division, meaning exterior work makes up a meaningful share of that franchisee's business, based either on their own trailing revenue mix or on what they told Verinode directly when they set up their account. Beside the headline sits a status pill:

• "N locations running exterior" (where N is the count), shown in a positive tone, when at least one location runs an exterior division.
• "No exterior divisions yet", shown in a neutral tone, when none do.

The context line underneath changes depending on whether any exterior work has actually been logged across the network:

• If the network has zero exterior jobs on file, it reads: "Exterior & roofing is a storm-driven, retail-plus-insurance business. Network benchmarks appear as franchisees run exterior jobs."
• Once exterior jobs exist, it reads: "N exterior jobs across the network", followed by " · X% of network revenue." when that share is calculable, or just a period if not.
• In an independent-operator network (see the privacy section below), this line adds one more sentence: "Franchisee rows are anonymized (independent-operator network)."

Three secondary figures sit beside the headline, each a network median:

• Insurance mix: the median insurance share of exterior revenue across locations with a computable value. Sub-label reads "Median insurance share of exterior revenue" when there's a value, or "Awaiting data" when there isn't.
• Supplement capture: the median approved share of requested supplements across locations with a computable value. Sub-label reads "Median approved share of requested supplements," or "Awaiting data."
• Exterior margin: the median burdened profit margin on exterior work across locations with a computable value. Sub-label reads "Median burdened margin on exterior work," or "Awaiting data."

Each of these medians is calculated only over locations that actually have a value for that specific figure, so a young or thin exterior book can show a hero number even before every location has reported on every dimension.

The four rows below the hero

Below the hero, the page runs four horizontal rows of tiles, one tile per qualifying franchisee, up to 12 tiles per row. Each tile opens that franchisee's profile (the same drill-in used elsewhere in HQ, for example from the Network page's roster) when clicked.

Exterior Book by Franchisee

The first row, one tile per location that has logged any exterior work at all. Each tile shows:

• A label reading "Exterior division" for a location whose exterior work clears the division gate, or "Some exterior" for a location with exterior jobs that don't yet amount to a full division.
• The franchisee's name (real or anonymized, see below) as the headline.
• A small marker chart showing that location's exterior revenue share relative to the highest share in the network.
• A sub-line reading "N exterior job(s)".
• A meta line reading "X% of revenue" when a revenue share is calculable.

If no location has any exterior jobs on file yet, the row shows this message instead of tiles: "Exterior & roofing data will appear as franchisees run exterior jobs and their estimates and supplements flow in."

Retail vs Insurance Mix

The second row, one tile per location where a retail-versus-insurance split is known. Each tile shows:

• A label reading "Insurance-led" when insurance covers 50% or more of that location's exterior revenue, or "Retail-led" otherwise.
• The franchisee's name as the headline.
• A two-segment bar showing the insurance share (in a positive tone) against the retail share.
• A sub-line reading "X% insurance · Y% retail".

If no location has a tagged revenue split yet, the row reads: "Retail-vs-insurance mix appears once exterior estimates carry tagged revenue sources."

Supplement Capture

The third row, one tile per location with a known supplement capture rate, sorted from highest capture down. Each tile shows:

• A label reading "Capture rate."
• The franchisee's name as the headline.
• A marker chart plotted against a 60% reference line, colored to flag whether that location sits ahead of or behind it.
• A sub-line reading "X% of requested supplements approved."

If no location has logged supplement data on exterior jobs yet, the row reads: "Supplement capture appears once franchisees log exterior supplements (code upgrades, hidden damage) on roofing jobs."

Seasonal Concentration

The fourth row, one tile per location with a known seasonal concentration figure, sorted from most concentrated down. Each tile shows:

• A label reading "Highly seasonal" when 70% or more of that location's exterior revenue lands in its three busiest months, or "Spread" otherwise.
• The franchisee's name as the headline.
• A marker chart plotted against a 50% reference line.
• A sub-line reading "X% of exterior revenue in top 3 months."

If no location has at least six active exterior months on file to spread across, the row reads: "Seasonal concentration appears once a franchisee has at least six active exterior months to spread across."

A higher concentration figure is a flag, not necessarily a problem: it means more of a location's exterior overhead risk sits in a short window, which is worth watching heading into an off-season, but a storm-driven business will always run more seasonally than an interior mitigation book.

How this mirrors the operator segment, at network grain

Every figure on this page has a direct counterpart on the individual operator's own Exterior & Roofing view inside their Verinode IQ Benchmarks page: the same four reads, retail-versus-insurance mix, supplement capture (including the split between code-upgrade items and post-tear-off discovery items), seasonal concentration reframed as an overhead question, and exterior margin, just measured at the level of one operator's own business instead of rolled up across a network.

That parity is deliberate. HQ's Exterior & Roofing page is not a separate feature invented for franchisors, it is the network-scale version of the exact benchmark an operator already sees, which is also why the same category surfaces inside the network's own Benchmarks Cards view once the network is running an exterior division. An operator drilling into their own numbers and a franchisor scanning the whole network are reading the same underlying model, at two different grains.

The privacy boundary on this page

Two separate protections govern what shows here, and both follow the same posture used everywhere else in HQ.

Franchisee names. In an independent-operator network (a franchise or association of legally independent business owners), every tile shows a stable, anonymous label in the form "Franchisee #XXXX" in place of the real business name. The label is derived from the franchisee's account identifier, not from anything about their business, and stays consistent for that franchisee across every page in HQ, so you can track one franchisee's trend over time without ever learning who they are from the label itself. In a same-entity network (a single owner running several locations under one company), real location names show instead, because there is no cross-owner privacy boundary to protect.

Whether your network is anonymized or not is a single, network-wide posture set once in Settings → Group, not a per-page toggle: it applies identically here and on every other franchisee-grain page in HQ (Commercial, Carriers, TPAs, Fleet, Facilities, Equipment, and this one).

The network-size floor. Because each tile is inherently one franchisee, an independent-operator network with too few active franchisees could still be identified by elimination even with names hidden, just by counting tiles. Below that floor, all four per-franchisee rows return empty and a disclosure banner appears above them instead:

Aggregate-only view. Your network currently has fewer than three active operators, so per-franchisee exterior & roofing tiles are suppressed to protect operator privacy (small-cohort identification risk). Hero aggregates still surface. Tiles return once the network reaches 3+ active operators, or change the network data posture in Settings → Group → Data posture.

The hero panel above the banner still surfaces normally in that case: those figures are already summed and averaged across the whole network, so they carry no single-franchisee identification risk on their own. Same-entity networks bypass this floor entirely, since there is nothing to anonymize internally when every location shares one owner.

Everything here is aggregate-only until real roofing data lands

Exterior benchmarking is genuinely new, and the honest state of this page today is: the machinery is built, but the data behind it is still filling in. A few things worth knowing as you read the numbers:

• Figures mature as documents flow in. The retail-versus-insurance split and the supplement-type breakdown (code-upgrade versus discovery) depend on newer, more detailed extraction from estimates and supplement documents. Older, already-processed documents do not automatically pick up these newer tags; the numbers get stronger going forward as new roofing paperwork lands, not retroactively.
• A location only counts as "running exterior" once it clears a real threshold, not because it fixed one roof once. That gate is what keeps the peer set meaningful: a mitigation shop with one stray roofing job is not counted alongside a location whose business genuinely runs on roofing.
• The k-anonymity floor still applies underneath everything. Beyond the per-franchisee tile floor described above, network benchmarks generally, including the "Exterior & Roofing" category inside Benchmarks, only surface an outside industry comparison once enough operators outside your network are contributing anonymized exterior data. Until that pool is large enough, you will see your own network's figures without an industry line to measure them against.
• Nothing here is invented to fill a gap. Where a figure has no real data behind it yet, this page shows the honest empty-state copy quoted above, "Awaiting data," an em-dash placeholder, or a request to wait for data to flow in, rather than a placeholder number.

This is the same posture used everywhere on Verinode: real numbers, gated behind genuine data and genuine privacy thresholds, never approximated or invented to look complete before the underlying network has actually generated the data.

How to use this page

Start with the hero to get the shape of the network's exterior business: how many locations run one, how big a piece of network revenue it is, and where the network sits on insurance mix, supplement capture, and margin. Then work down the four rows to see which locations are carrying that book, whether their revenue mix leans retail or insurance, how well each is capturing the supplements it requests, and how concentrated their exterior revenue is in a short season.

A location with a low supplement capture rate relative to peers is a coaching opportunity: the peer numbers here show what capture other exterior operators are actually achieving, which gives you the evidence for that conversation rather than a guess. A location flagged as highly seasonal is worth a conversation about off-season overhead, not necessarily a red flag on its own, since some seasonal concentration is simply the nature of storm work. As with every page in HQ, Verinode surfaces the read; deciding what to do with a given franchisee's numbers is yours to make.

Related help

• Network benchmarks: how the section works: the wider Benchmarks hub this page's category lives inside.
• Coverage labels and the anonymity floor: how Verinode decides when an outside industry comparison is safe to show.
• Network Health: your HQ command home: the network-wide home page this page is one specialized read alongside.
• Understanding the Commercial book privacy boundary: the same anonymization and network-size floor mechanics, explained in more depth on a sibling page.