Direct mailers are one way of bringing in the roofing leads. You can target specific areas and customize your lead demographics. But as we discussed in a previous blog post, direct mail’s results depend heavily on precise lead targeting. And that means that factors such as the mailing list need to be of good quality.
Here are a few other things to consider when you’re considering your direct mail needs.
Who will be receiving the mail piece?
One of the first questions to ask is who will be receiving your mailer. Some mailing companies champion the value of getting mailers into the hands of building owners. But this one-size-fits-all approach is hardly completely effective in all cases.
- Oftentimes building owners are investors who are out-of-the-loop
- Many of these figureheads do business out-of-state and aren’t around to fret over such specific details
- Building owners can have many buildings – they don’t worry about those property assets’ day-to-day operations and maintenance decisions
- These building owners often hire property managers or on-site plant managers to handle these details for them – and so the property overseers are the final decision-makers for roofing needs
These are just a few reasons of why targeting building owners alone isn’t effective.
What about the mailing company?
Aside from lead targeting, there are a few other things to consider about your mailing company. Here are a few things to keep in mind:
Ask the mailing company where its data comes from
◦ If they say they compile their own data, make sure the company is able to spend the millions of dollars it takes to compile accurate information nationwide
◦ If they lack these resources and are misrepresenting themselves – it’s time to start looking for a new mailing company that is actually honest
Be sure to ask how often their data is updated and about their method of verifying data
◦ It’s important to judge whether this method of data verification is accurate
◦ Data updates will definitely have a big impact on your mailer campaign ROI – be sure it’s current!
All in all, it’s advisable to take time to research the company fully before making any decision.
Effective Direct Mail for Roofers Campaigns a Call Away
At Top Roof Marketing, we’ve taken the time to learn these ins-and-outs and have selected a top-tier data provider to maximize results (click for more info on InfoGroup). It’s another way of making sure our clients get the best service. And we offer effective direct mail campaigns and other tested-and-proven print and digital marketing campaigns to help you bring in the leads. You can count on our knowledge, expertise, and dedication for your commercial roofing company’s needs.
To learn more about how we can serve you, give us a call today at (800) 795-2187. We look forward to hearing from you and to the possibility of earning your business!
