128,000 letters of roofing mail, counted

Selected homes produced the strongest result.

Four equal groups of 32,000 homes. Two mailing lists, two kinds of mail, signed roofing contracts counted. The winner signed 240.

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128,000: letters mailed
32,000: homes in each group
16,000: holdout homes

Counted: signed roofing contracts. Not opens, not clicks.

Nothing hidden

Four separate groups. 32,000 homes each.

One good number can hide a weak test. Here are all four groups side by side, so you can see exactly what did the work.

Chosen homes

Written to the houseThe winner

240

signed contracts

240 / 32,000 homes · 0.750% signed-contract rate

Ordinary mail

125

signed contracts

125 / 32,000 homes · 0.391% signed-contract rate

Broad list

Written to the house

signed contracts

55 / 32,000 homes · 0.172% signed-contract rate

Ordinary mail

signed contracts

35 / 32,000 homes · 0.109% signed-contract rate

The list

Chosen homes beat the broad list with both kinds of mail.

With ordinary mail, chosen homes signed 125 and the broad list signed 35. With mail written to the house, chosen homes signed 240 and the broad list signed 55. Even ordinary mail to chosen homes signed more than mail written to the house on the broad list.

Here is the honest part: the two lists were not dealt randomly, so we cannot prove the picking did it alone. Some of that gap may come from the lists themselves.

Chosen homes Ordinary mail125

Broad list Written to the house55

Signed contracts, 32,000 homes in each group.

The part that was dealt randomly

Same selected list. The letter alone signed 92% more.

Two groups of 32,000 came from the same selected list. Which homes got which letter was dealt randomly, so the letter is the only thing that changed. The letter written around each house signed 240. The ordinary letter signed 125. That is 115 more signed roofs,92% more, from the writing alone.

Kept the same: Selection method, market, and window
Dealt randomly: Which homes got which letter
Counted: Signed roofing contracts. Not opens, not clicks.

Written to the house240signed contracts

+92%more signed contracts

Ordinary mail125signed contracts

The letters differed in what they said about the house itself, not in color, layout, or a merged first name.

The complete system, as it ran6.86×the signed-contract rate240 chosen + written to the house vs. 35 broad + ordinary

Read this one carefully

240 versus 35 is the real result. It is not the proof.

Chosen homes with mail written to the house signed 240. The broad list with ordinary mail signed 35, across two 32,000-home groups. That gap is the complete strategy working together.

Take 6.86× as a reason to test the complete system in your market, not as a number we promise to repeat.

What this page will not claim

One field result. Not a forecast.

This happened once, in one market, for one company. Your market has to prove itself.
Brand, market, timing, offer, crew room, and follow-up all move the number. Yours will be different.
The 92% is the letter, measured inside the same selected list. Those two groups were dealt randomly.
The 240-versus-35 comparison was not dealt randomly. It shows the complete strategy, not picking alone.
Roof age tells us where a roofing conversation is worth having. Only your inspection tells you the condition.

Pick the right homes first.

Ground Control finds homes by roof age, material and size, in the ZIPs, city, county or state you pick. Direct Mail mails the right homes in your name.

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Want every count? Read the full study