Flooding is the most common and costly natural disaster in the U.S., but homeowners are unaware that the time to act is well before the storm rolls in.
As hurricane season ramps up, so too does the flood of last-minute phone calls to insurance agents across the country. Every year, homeowners scramble to secure flood insurance as storms close in — but many are shocked to find out it’s already too late.
What many Americans don’t realize is that flood insurance isn’t something you can buy on a whim, especially not when a storm is imminent. Most flood insurance carriers temporarily stop issuing new policies or making changes to existing ones at least seven days before a named storm or hurricane makes landfall. That means if you wait until a storm is forecasted, chances are you’ve waited too long.
This gap in public awareness can have devastating consequences. Flooding is the most common and costly natural disaster in the U.S., with FEMA reporting that just one inch of water in a home can cause more than $25,000 in damages. And contrary to popular belief, homeowners insurance does not cover flood damage — a separate flood insurance policy is required.
Flood insurance is available from two primary sources: the National Flood Insurance Program (NFIP), managed by FEMA, and a growing number of private insurance companies. While NFIP policies are widely accessible and standardized, they typically take 30 days to go into effect after purchase, depending on your flood zone. Private carriers may offer faster turnaround times, broader coverage, and higher limits — but they also impose storm-related cutoffs and stop issuing new policies a week or more before a storm is expected to hit.
Yet, despite the growing frequency and intensity of hurricanes and severe storms, the uptake of flood insurance remains surprisingly low. According to the Insurance Information Institute, fewer than 6% of American homeowners carry flood insurance, even though everyone lives in a flood zone to some degree. It’s not just a coastal problem anymore. Heavy rainfall and inland flooding have become more common and unpredictable, affecting areas that historically saw minimal flood risk.
So, what should you do now? First, don’t wait for a storm warning to assess your flood risk. Next, get a flood insurance quote and start the application process today. Whether through a private insurer or the NFIP, the time to act is well before the wind picks up and the skies darken.
Finally, talk to your neighbors, friends, and family. The more people are informed about the deadlines and limitations around flood insurance, the more resilient our communities can be when disaster strikes.
Because when the forecast says “hurricane approaching,” the window to protect your home has likely already closed. Flood insurance isn’t just a policy — it’s peace of mind. But it’s only effective if you have it in place before the rain starts falling.
Plan ahead. Prepare now. Protect your home.
