AI Summary
This Secret (and Cheap!) Way to Get Home Services Customers FAST
Full Summary
Key Quotes
« If you're a home services business owner, so if you own a small roofing, windows, siding, lawn care, HVAC, gutter cleaning, driveway ceiling, any of those services, or if you're a marketer that helps businesses in those services, this is going to be a really unique and fast way to get clients, and I think you're really going to like it. »
Introduction of the video's target audience and the unique method to acquire clients.
« First of all, pick good neighborhoods, okay? Neighborhoods that you know have a lot of people that are likely to use your service. »
Jake Lorraine's advice on selecting target areas for marketing.
« And you just write on there, "Hi, I'm so and so, owner of whatever roofing, lawn care. I'm going to be doing some jobs or we're going to be doing some jobs in your neighborhood in the next week. Now is the time to save some money if you'd like us to stop for a quote. If you'd like to save some money, now is the time since we're already going to be there." »
The content of the simple letter to be sent via Every Door Direct Mail.
« Customers are smart. They're not stupid. Maybe a long time ago, they'd fall for stuff like that, but they don't. If you make something too good to be true, it's raises red flags. »
Jake Lorraine explaining why overly aggressive offers can be counterproductive.
« This letter can make radical changes in your business. And it's way better than freaking trying to post on TikTok all day. »
Concluding statement on the effectiveness of the direct mail strategy compared to social media.
Resources mentioned in the video
person
Jake Lorraine
Owner of supercheep.com, specializing in direct mail and postcards. He is the presenter of the video.
website
supercheep.com
Jake Lorraine's company website, specializing in printing and direct mail services.
tool
EDDM (Every Door Direct Mail)
A USPS mailing program that allows businesses to send mail to every address on a specific postal route.
website
eddm.usps.com
The official website for the USPS Every Door Direct Mail program, used to identify and select neighborhoods for mailings.
app
Canva
A graphic design tool mentioned as a way to create the simple letter for direct mail.
app
Microsoft Word
A word processing software mentioned as a tool for creating the direct mail letter.
app
Google Sheets
A spreadsheet software mentioned as a tool for creating the direct mail letter.
Glossary
Home Services Business
Businesses that provide services directly to homeowners, such as roofing, lawn care, HVAC, plumbing, etc.
Direct Mail
Marketing that involves sending physical mail (postcards, letters) to a targeted list of potential customers.
Every Door Direct Mail (EDDM)
A USPS service allowing businesses to blanket entire postal routes with mail without needing specific addresses or names, often at a lower cost.
Lead Cost
The expense incurred to acquire a potential customer (lead) for a business.
ROI
Return on Investment, a metric used to evaluate the profitability of an investment or marketing campaign.
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Frequently Asked Questions
The video recommends using the USPS Every Door Direct Mail (EDDM) program to send simple, personalized letters to targeted neighborhoods where you are already performing or planning to perform work.
A simple letter on thin card stock looks less like bulk mail and more like a personal note, making it more likely to be read. It also avoids the appearance of overly aggressive marketing that can raise red flags for customers.
By sending the letter when you are already working in the neighborhood, you provide a genuine reason for the offer: you are nearby and can provide a quote or service efficiently, allowing customers to save money.
EDDM is cost-effective (around 25 cents per piece), allows for mass distribution to specific areas, and bypasses the complexities and potential low engagement of social media marketing like TikTok.
Yes, the video suggests starting with just one route (500-600 homes) to test the effectiveness, making it accessible even for businesses with smaller marketing budgets.
