We are a small agency that does one thing.
We verify that storm damage actually happened in your territory, and we switch your advertising on when it did. That is the whole company. We are not a marketing agency that also does storms, and we are not software you have to learn.
What we are not
Your leads go to your phone and your ad spend goes to Google. We never sit in between either one.
What actually happens
Four steps, and three of them happen while you are asleep.
We build your campaigns, write the ads, and get them approved by Google — then leave them paused. This is the part that takes eight to twelve hours and it is why nothing has to be written at 3 AM.
We poll the National Weather Service public feed — warnings and ground reports both. The same data emergency managers use, not a forecast or a model.
When confirmed damage clears the threshold for your trade inside your territory, the matching campaigns switch on. Minutes, not mornings — and only in the ZIP codes that actually took it.
Demand falls off and so does the advantage. Campaigns switch back off on a schedule tuned to the hazard, so you are not still paying peak prices a week later.
Why it works at all
You are buying the gap, not the software.
Everybody in your county finds out about the storm. The difference is when. Most contractors hear about it the way everyone else does — the morning news, a neighbour, a call — and start their advertising a day or two later, at the same moment as every competitor who did the same thing.
That collision is expensive. The homeowners searching in the first hours are the ones who have just decided they need somebody, and almost nobody is bidding for them yet. By the time the county catches up, the same click can cost several times what it did.
Muster exists to put you in the cheap half of that window, every time, without anyone on your team having to be awake for it.
Why one contractor per trade
Selling your competitor the same thing would break it.
If two roofers in one metro both activated the instant hail was confirmed, they would bid each other up in the same auction on the same night — and we would have recreated the Thursday pile-up we sell against. So exclusivity is not a scarcity tactic here, it is load-bearing.
One contractor per trade, per metro auction. A tree crew and a restoration firm in the same county are fine — they are not competing for the same search. Two restoration firms are not.
What we do not know yet
The honest part.
The argument on this site rests on a well-documented pattern: search demand spikes immediately after a storm, and advertising costs climb over the following days as competitors arrive. That much is established and you can check it yourself.
What nobody has published — us included — is the exact economics inside a single contractor's territory through a single storm, measured hour by hour. It is auction data; it only exists where somebody was already bidding. Measuring it properly is the reason our earliest clients get charter pricing, and what we ask in return is permission to record what actually happened.
If a vendor quotes you a precise cost-per-click they will deliver after your next storm, ask them where the number came from. We will not quote one until we have measured it in a territory like yours.
Who runs it
Keith Wick, and it is deliberately small.
Muster is built and run by kwick.consulting, a one-person operation on the North Carolina coast — inside the impact zone rather than writing about it from somewhere else. Fifteen years running multi-unit operations before this, which is mostly a long education in what happens when a system nobody is watching fails at three in the morning.
The book is capped in the single digits on purpose. Every client is set up by hand, and the exclusivity promise is only worth something if there are few enough of you to keep it.
Start with your own county.
Tell us where you work and we'll send back the storm record for your county — every warning, every measured report, timestamped. No charge, no call required. It is the same data we would activate on, so you can judge it before you talk to anybody.