Category-exclusive
Category-Exclusive Postcards for Roofers
Roofing is a once-every-15-years decision. The card on the fridge when the leak appears wins a $15,000 ticket.
Typical response rate
0.3–1.2%
Cost per lead vs Google Ads
50–75% lower
Typical average ticket
$8,000–$25,000
Why postcards work for roofers
Roofing is the highest-ticket residential trade in the country. Average full replacements run $8,000 to $25,000. A single conversion from a category-exclusive postcard pays the drop back fifty times over. The math is so lopsided that even a 0.1% response rate is profitable, which is why large roofing operators have historically been the heaviest direct-mail spenders in home services.
The decision is rare and triggered. Homeowners do not shop roofers until they see a leak, a wind-damaged shingle, or a neighbor replacing their roof. Category exclusivity matters enormously here because when the trigger hits, they grab the card on the fridge — and if yours is the only roofer on that fridge, you get the call without competing in a Google auction during peak storm weeks.