Roofer FAQ · Data
“Does mail work?” is the wrong question — the right one is “on which doors?” The same letter returns under 0.5% on a blanket list and 3–5% on a qualified one. Here are the numbers roofers should actually benchmark against.
THE SHORT ANSWER
Blanket direct mail commonly returns under 0.5% for home services. On AI-qualified lists — homes whose roofs verifiably need work, confirmed by EagleView aerial imagery — Reworked.ai's two-touch sequences run 3–5% response, and storm-footprint campaigns have measured 3–8% on 10,000-piece runs. List quality, not creative, is the dominant variable.
<0.5%
typical blanket-mail response, commonly reported
3–5%
Reworked.ai two-touch sequence on qualified homes
3–8%
measured on a 10,000-piece storm run
2×
touches per sequence: letter, then aerial postcard
Why qualified lists change the math in kind
Roofing is bought by a narrow slice of households in any given year. On a blanket list, the response ceiling is set by how few recipients could possibly buy. Filter to homes where EagleView imagery shows wear, streaking or missing shingles and 50+ owner signals show capacity to pay, and nearly every mailbox you hit could plausibly convert — which is why 3–5% is repeatable rather than a lucky campaign.
Measure response like an operator
1
Track every piece — the Direct Mail Sequence reports through delivery and response, per campaign and per block.
2
Instrument the scan — unique QR codes per mailer (Mail Alerts) turn responses into timestamped texts, so attribution is exact.
3
Judge cost per job, not per piece — a pricier qualified piece that closes beats a cheap blanket piece that doesn't.
What moves the number (in order)
1
The list — the single biggest lever. Mail only homes with verified roof need and owner ability to pay, and response multiplies before you touch design.
2
The timing — a storm footprint, a failing-roof score, or a HALO jobsite on the same street all mean the piece lands when the roof is on the owner's mind.
3
The sequence — two touches beat one; the follow-up postcard converts the letter's awareness into calls.
4
The creative — an aerial photo of the homeowner's own roof outperforms any stock image; personalization by name beats “Dear Homeowner.”
Frequently asked questions
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