Direct Mail for Roofing Companies
Roofing is bought twice: in a panic after a storm, and slowly by a homeowner who has been watching a stain on the ceiling grow for two years. Those are different people and they need different mail. Most roofing campaigns fail because they are written for the first and sent to the second.
Who to mail
Homeowners, owner occupied, in houses old enough to need the work. Roofs are replaced roughly every twenty to thirty years depending on the material, so the year a house was built is the single most useful filter available, and it is one most roofers never ask for. Rentals are usually worth excluding: the person who opens the mail is not the person who decides. After a storm, the filter becomes geography rather than age, and the tighter you draw it the better it performs.
When to mail
Two clocks. The seasonal one runs late winter into spring, when people look up after the weather and before the summer trades get busy. The other one is a storm, and it does not care what month it is. Storm mail has a short window, roughly the fortnight while it is still the thing people are talking about, so a campaign that takes three weeks to get out has missed it. That is worth setting up before you need it rather than after.
What to put on it
A free inspection is the workhorse offer, because it asks for nothing and it is the actual next step anyway. Insurance is the other lever: many homeowners do not know their policy may cover storm damage, and a piece that says so plainly is doing them a favour rather than selling to them. Put a photograph of a real roof you did, in the area you are mailing. A recognisable street does more than any adjective.
How many to send
For a normal neighbourhood push, 2,000 to 5,000 pieces covers a working territory without spreading you thin. For a storm response, go narrower and heavier: every home in the affected streets, sent at once. Splitting a list across two or three drops a fortnight apart usually beats one drop, because roofing is a decision people put off and a second piece catches them at a different moment.
Campaigns that work for roofing
- Free roof inspection, mailed to homes over twenty years old
- Storm response to the streets that were hit, sent within days
- Insurance claim help, explaining what a policy may already cover
- Before and after photographs from a job on the same streets
We handle all of it
Design, the mailing list, printing, addressing, postage and the trip to USPS. You approve a proof before anything is printed. No minimum order and no contract, and if you have a written quote from someone else for the same specification, show us and we will beat it.