New-mover welcome
Daily new-mover feeds drive welcome postcards to recent move-ins in service area with introductory service offer.
Direct mail for home services · Postcard format
Home services direct mail postcards.
Postcards are the dominant format in home services direct mail because the carrier-route geographic targeting USPS sortation supports happens to be the perfect granularity for most home services businesses. A 4×6 or 6×9 postcard mailed to every home in a contiguous service area at automation postage rates produces the unit economics that make recurring home services direct mail programs work.
The postcards format in home services.
Home services has the highest geographic-targeting requirement of any consumer direct mail category. The contractor only services a specific radius — the campaign needs to reach exactly that radius. USPS carrier-route targeting (typically a few hundred households per route) maps perfectly to home services service areas.
New-mover postcards are the highest-leverage home services campaign. New movers spend 10x more on home services in the 90 days after move-in than long-tenured residents. A new-mover postcard with a service offer pulls 8-15% response rates — multiples above any cold-prospect campaign.
Variable imaging extends the reach. A roofing campaign showing the recipient's actual roof from Google Street View, with an inspection offer, pulls measurably higher than generic neighborhood mailers. The data layer is the targeting depth that makes home services direct mail compound year over year.
What teams build with postcards in home services.
Seasonal service campaigns
HVAC tune-ups in spring/fall, gutter cleaning in fall, AC service in early summer, heating service in early winter.
EDDM (Every Door Direct Mail)
Saturation campaigns to entire carrier routes for HVAC, roofing, lawn care, pest control startup awareness.
Storm-response campaigns
Post-storm roofing, gutter, and tree service campaigns to affected zip codes within days.
Service reminder programs
Recurring annual reminders to existing customers for tune-ups, inspections, and maintenance.
Format specs and economics
- Standard size 4×6 (standard) or 6×9 (oversized)
- All-in cost per piece $0.55–$0.95 (incl. postage); EDDM $0.20-$0.30
- Postage class USPS Marketing Mail Pre-sort + Drop Ship; EDDM for saturation
- Targeting precision Carrier route (200-400 households)
- Typical response rate 3-9% targeted; 8-15% on new-mover; 0.5-2% on EDDM saturation
- Cadence Recurring monthly + new-mover triggered + seasonal pulses
Features and resources for this campaign.
Home Services postcards: questions teams ask.
Short answers.
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How does new-mover targeting work?
Daily new-mover feeds from data partners populate the audience automatically. The platform geo-filters to dealer service area, applies suppression (already-customers, prior-mailed), and triggers welcome postcards on a defined cadence (typically Day 7 + Day 35 sequence).
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When is EDDM better than carrier-route Pre-sort?
EDDM (Every Door Direct Mail) is cheaper per piece ($0.20-$0.30) but reaches every household in the route — including non-prospects. Pre-sort with audience targeting reaches only the right households at higher per-piece cost. EDDM wins on per-impression cost; Pre-sort wins on per-conversion cost.
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How fast can a storm-response campaign go out?
Same-day data ingest + next-press-cycle drop = 24-48 hours from storm event to mail in mailboxes. The data layer (storm-affected zip codes from weather APIs) feeds the campaign trigger.
See home services direct mail postcards on a sample HVAC or roofing campaign.
30-minute demo. Bring a list and a campaign idea — we’ll show this format running on your specific use case.