The last time you ordered something from Amazon, I bet you kept checking your mailbox every day until it arrived. You proved that direct mail works—people do check their mailboxes!
If you do it right, people will see your postcards, read your flyers, and month after month, more of them will phone to set up service calls. Do you have a low response rate? There’s things you can do to boost it! Here’s five tips to getting more service calls from your direct mail marketing.
1. Make gateway offers
Your postcard could offer a free furnace inspection, a specially priced $89 fall furnace tune-up or a coupon for $25 off a water heater installation. What service could you discount to offer good value to new customers so they might find out more about all the home services you offer? Do it and you will increase your response rate and gain new customers.
2. Be the best at direct mail in your market
Study every piece of direct mail that comes to your mailbox. What grabs your attention? What doesn’t? What companies are doing it well? Learn from others so you can be the best at it. As of today, you cannot send out another piece of direct mail that is not better than what your direct competitors send out. Don’t do it. You can do better, even if you need to hire a copywriter to improve the text on your postcards and make them more compelling.
3. Get creative
You can’t have your direct mail pieces looking like everything else in the mailbox. Did you know that you can send oversized postcards and invitation-sized cards? Do you want everyone to read your next mailer? Make it a very special offer and send it out using priority mail—yes, that will cost money, but everyone will open it and your response rate will surge.
4. Send lumpy mail
Stuff something into an envelope and people will be curious enough to open it up. We’ve all kept sample pens, right? What valuable object could you send out to prospective customers? You could send a company pen, but I bet you could come up with something better. Use bubble wrap for protection and it will make your envelope look even more interesting.
Too many home services companies use direct mail only to sell, but as with everything we do in home services, I say our focus should be on serving the customer. If you’re making an offer, why not explain why it’s a good offer, why having this furnace tune-up is important? That’s serving the customer with valuable information. You know many people are interested in solar panels. Instead of just saying you install them, you could tell them how solar panels will increase the resale value of their home. You have knowledge that homeowners will find valuable. Aim for a 50/50 split between value and offers.
Direct mail is becoming a lost secret to getting leads in the home services industry. Business owners fear the cost of it, but home services companies that do it well know they’re getting a huge return on their investment. Follow these tips and you’ll get better results too.