Direct Mail for Roofers: A Simple Postcard Playbook

Roofing is one of the best fits for postcards because homeowners don’t shop for a roofer every day — but when they need one, they need one fast. The goal of direct mail is to make sure you’re the company they remember when that moment hits.

Summary

Best use-case: consistent neighborhood visibility + a clear, low-friction offer.
Fastest win: pick one area, mail it repeatedly, and track calls/leads.
Simple rule: Repeat beats perfect — 3–6 drops to the same area usually wins.

The “roofing postcard” mindset

Homeowners aren’t waking up excited to buy a roof.
They respond when they see a reason: a leak, storm damage, missing shingles, aging roof, or a neighbor getting work done.

Your postcard should do three things: 1) Signal trust (licensed, insured, local, reviews)
2) Create urgency (inspection, storm season, limited-time offer)
3) Make it easy (call/text/scan to schedule)

EDDM vs targeted lists for roofers

Goal Best choice Why
Blanket a neighborhood after a storm EDDM Fast saturation and visibility across routes.
Focus on homeowners most likely to need a roof Targeted list Filter by homeowner/age/value/area to reduce waste.
Promote premium roofing to higher-value homes Targeted list Better match for higher-ticket offers and tighter messaging.
Build long-term presence in a service area EDDM + repeat drops Repetition builds recall and referrals.

If you’re unsure: start with EDDM in one tight area you want to “own,” then add a targeted list later for efficiency.

What to put on the postcard

Front side (hook + credibility)

Use one clear hook plus one proof point.

Examples of strong hooks:

  • “Worried your roof took storm damage?”
  • “Free roof inspection — fast appointments available”
  • “Is your roof 15+ years old? Let’s check it.”
  • “Missing shingles? Leaks? We can help.”

Credibility boosters (pick 2–3):

  • Licensed & insured
  • Local, family-owned
  • “100+ 5-star reviews”
  • Financing available (if true)
  • Warranty callout (if true)

The best offers for roofing postcards

Offer Best for Notes
Free roof inspection Most situations Simple, low-friction, high intent.
Storm damage assessment After storms/hail/wind Pair with “we’ll document damage” messaging.
$X off roof replacement Replacement-focused campaigns Works best with clear minimums and a deadline.
Free upgrade (ridge vent, upgraded underlayment, etc.) Premium positioning Feels higher value than a small discount.
Free gutter check / minor repair Lead generation Only if your ops can handle it without chaos.

Tip: Keep the offer “easy to say yes to.” The real conversion happens after the inspection and estimate.

Targeting options that work for roofers

EDDM targeting (simple)

Pick carrier routes that match:

  • homeowner-heavy areas
  • mid-to-higher home values (if you’re premium)
  • neighborhoods with older homes (roof age tends to track with home age)

Targeted list targeting (more precise)

Good filters to consider:

  • Homeowner only
  • Single-family homes
  • Home age (older homes = higher roof replacement odds)
  • Higher home value (if you’re premium)
  • Recent storm/claim-prone areas (if you’re doing storm work)
  • Your existing customer radius (cluster around past jobs)

Campaign cadence that actually works

Campaign type Recommended cadence Why it works
“Own the neighborhood” (branding + inspections) Every 3–4 weeks Builds recognition and trust over time.
Storm response 2–3 drops over 10–21 days Captures urgency and repeat exposure.
Seasonal maintenance (spring/fall) 1–2 drops per season Keeps your name present before demand spikes.

Most roofers under-mail. One postcard drop is a nice idea.
Repeated drops are a strategy.

Follow-up plan (where the money is)

Don’t just mail and hope. Have a simple follow-up workflow:

  1. Calls/texts answered quickly (same day if possible)
  2. Schedule inspection (a clear next step)
  3. Send estimate fast (speed matters)
  4. Follow up (1 day, 3 days, 7 days)
  5. Ask for reviews after completed jobs

If you can only improve one thing: improve speed to inspection + speed to estimate.

A simple “starter” roofing postcard template

Front (headline + hook)

Headline: “Worried your roof took storm damage?”
Subhead: “We’ll inspect it and document what we find — no pressure.”
Trust: “Licensed & insured • Local team • Fast appointments”
CTA: “Call/Text: (XXX) XXX-XXXX”

Back (proof + offer + CTA)

  • Offer: “Free roof inspection this week”
  • Why us (4 bullets):
    • Thorough inspection & photos
    • Clear, written estimate
    • Cleanup matters (magnets, tarps, protection)
    • Warranty options available
  • CTA: “Schedule today: call/text (XXX) XXX-XXXX”

Tracking: know if your postcards are working

Tracking method Best for Example
Dedicated phone number Simple call tracking “Call (555) 123-4567” only on the postcard
Unique URL / landing page Quote requests yourroof.com/postcard
QR code to a form Mobile-first “Scan to book an inspection”
Offer code Basic attribution “Mention code ROOF10”

You don’t need perfect analytics. You need consistent tracking.

Common mistakes (and quick fixes)

Mistake Fix
Too much text / too many services One main service + one offer.
No urgency Add deadline or seasonal/storm context.
Weak CTA (“Learn more”) Use “Call/Text to schedule inspection.”
Not enough proof Add reviews, license/insurance, local trust.
One-and-done mailing Plan 3–6 touches to the same area.

Final recommendation

Start simple: - Pick one area you want to dominate - Use one clear offer (“Free roof inspection”) - Mail 3 times to the same area (every 3–4 weeks)

If you tell us your city/state and whether you focus on repairs, replacement, or storm work, we can recommend a starting quantity and the best targeting approach.