Direct Mail for Home Services | How to Succeed in Marketing

Direct Mail for Home Services | How to Succeed in Direct Mail Marketing

Join COO Liran Kapoano and CEO Joel Dickstein as they discuss how companies can thrive when they utilize direct mail marketing to advertise home services.

2 minute read

Direct Mail Marketing, videos

Video Transcript:

0:00:00 – 0:00:20

LIRAN: The challenge for a direct mail campaign for something like a repair is, well, how do you know when somebody needs a repair? I mean, you’re going to be sending mail to thousands and thousands of people about a roof. And, you know, what are the odds that any one of them at the moment needs a new roof?

0:00:21 – 0:00:43

I mean, yeah, in a large enough group there’s going to be – And we also for that we could target based on the age of the house and so on and so forth. But for something like a HVAC company or a plumbing company that has a reoccurring monthly, you know, maintenance opportunity. So it’s not just a need based thing that you only need at that exact moment.

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0:00:44 – 0:01:22

So there are companies that are offering programs, where you pay like $100 a year or $10 a month or whatever it is –

JOEL: Air conditioning services and stuff like that.

LIRAN: Right. That will come and service you, you know, once or twice a year to make sure your systems are functioning and then you get a discount if you need a repair and all this other stuff.

0:00:58 – 0:01:12

LIRAN: Anyone that serves, you know, more than a few counties is probably going to have enough volume there to put together a mail campaign. It’s only the people that like literally only serve like a few neighborhoods or only have like a few towns that they’re willing to go to, that it becomes a little bit harder to put something like that together.

0:01:13 – 0:01:24

JOEL: No, I like your point. What you’re talking about for home services like that, they may not need it now, but if they have that piece, generally, it goes on the side of the refrigerator. Right? It makes sense.

0:01:25 – 0:01:47

LIRAN: Right, I mean a roofer, roofer spending, let’s say $10,000 on a mail campaign to reach 20 or 30,000 people let’s say 20 – 25,000 people. All they really is like one or two sales from that, right? So yeah, out of any given moment, probably 10 to 20 people out of those 20,000 have a leak somewhere. Right?

0:01:48 – 0:02:04

But it’s not the same as something that is more evergreen like a repair service that you pay a monthly or annual thing to – that you can approach them at any time. You don’t have to just hope to win the lottery on them.

0:02:05 – 0:02:08

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