Hyper-Local Marketing For High Ticket, Home Improvement Lead Generation

Capitalize On the Power of the School Lunch Menu and Police Blotter: Local newspapers, unlike Metro newspapers continue to enjoy high readership and high penetration in their primary circulation areas. People are interested in local news, and if you ask any local newspaper reader she likely will tell you that the police blotter, school lunch menu and recently closed real estate sales are the reason why she reads every week.

Now, nothing is for certain, but it’s worth a test to see if using your customer database to identify a hyper market (ie. area where neighborhoods are filled with potential customers), and then running an integrated direct mail and newspaper campaign will become a reliable method for generating qualified leads.

Hyper-Local Marketing Test For Home Improvement Lead Generation

This is an appropriate strategy for:
Residential Remodeling Product Sales and Contractors
o Home Additions
o Window Replacement
o Basement Waterproofing
o Roofing
o Garage Doors
o Garage Builders
o Carpeting, Flooring and Tile
o High End Window Treatments
o Fencing (including invisible fencing)
o High End Landscape Contractors
o Kitchen Remodeling and Cabinet Refacing

Objective: Generate quality leads.
Method: Analyze the customer database to identify neighborhoods where most recent customers live. Use this information to target prospects in zip codes and clusters of zip codes that rank high in terms of having the greatest number of potential customers.
Strategy: Execute a multi-channel, hyper-local lead generation campaign using direct mail, email and free-standing inserts and ads in local newspapers. Layer the ad campaign with articles and press releases with the purpose of creating top-of-mind awareness in an important “micro-market”.
Tactic: Testimonial quotes and photos from satisfied customers.
Scope: Six to eight week test campaign (direct mail quantity determined by results of analysis and budget).

Direct Mail:
The List: Using current customer database, create a geographic profile of recent customers (active within 24 months). Select names based on the following criteria:

- High ranking geography (in terms of where customers live)
- Single family dwelling
- Home value is in upper quartile (based on median price of homes in the area)
- Age of home is greater than 10 years (or any number of years relative to the home improvement category

List processing: Purge existing customers from the mailing.

The offer: Test three offers (sequentially vary throughout the mail file). Examples of effective offers might be:
o FREE (countertops, drapery rods, padding, etc.)
o % off (test different price points)
o $ off (test different price points)
o FREE installation

Call to action: Call 800 # and/or go to website to contact

The Direct Mail Package: Letter format: An 8 ½ x 14 laser printed letter with a perforated “faux check” or certificate offering a discount on purchase. Piece will be inserted into standard #10 kraft outer envelope. Enclose a tri-fold brochure with complete product information and testimonials.

Newspaper:
Publications: Community and neighborhood newspapers with paid circulation in the target markets. Select newspapers that have at least 50% penetration in the primary circulation area.

Offer: Highest (most generous) offer in direct mail test.

Call to action: Call 800 #

Email:
Email list: Double opt-in consumers (and consumers at work) in zip codes that cover the hyper-local targeted area.

Offer: Test three offers (sequentially vary throughout the mail file).

Calls to action: Click to website contact form; request an estimate and Call 800 #.