{"id":26037,"date":"2026-08-17T12:49:42","date_gmt":"2026-08-17T12:49:42","guid":{"rendered":"https:\/\/www.valpak.com\/advertise\/?post_type=case-study&#038;p=26037"},"modified":"2026-08-17T12:49:43","modified_gmt":"2026-08-17T12:49:43","slug":"roofing-paving-direct-mail-postcards-lead-generation-case-study","status":"publish","type":"case-study","link":"https:\/\/www.valpak.com\/advertise\/case-study\/roofing-paving-direct-mail-postcards-lead-generation-case-study","title":{"rendered":"Roofing &amp; Paving Leads Up 29%: How One Contractor Made Direct Mail Frequency Pay Off"},"content":{"rendered":"\n<p class=\"has-text-align-center has-large-font-size wp-block-paragraph\"><em><em>A brick, asphalt and paving company added postcards to its best-performing zones and grew year-over-year lead calls by nearly 30% \u2013 here&#8217;s the data roofing and paving owners can use to plan their own campaign.<\/em><\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">For roofing and paving company owners, the marketing math is brutally simple: jobs are big-ticket, infrequent, and won or lost on whoever the homeowner remembers calling first. You don&#8217;t get many shots at a driveway or a roof <em><em>\u2013<\/em><\/em> so when a channel proves it can keep your phone ringing year after year, it&#8217;s worth understanding exactly why it worked.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That&#8217;s the question behind this case study. A brick and asphalt paving company wanted to know whether increasing direct mail frequency <em><em>\u2013<\/em><\/em> and layering in postcards on top of its regular mailings <em><em>\u2013<\/em><\/em> would move the needle on lead volume. The results give roofing and paving owners a real, numbers-backed answer.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-direct-mail-still-works-for-roofing-and-paving-companies\"><strong>Why direct mail still works for roofing and paving companies<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Roofing and paving are considered-purchase categories. Homeowners don&#8217;t decide on a whim <em><em>\u2013<\/em><\/em> they research, compare quotes, and often wait until there&#8217;s a visible problem (a leak, a crack, a pothole) before they call anyone. That means:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Repetition builds trust.<\/strong> A company a homeowner has seen in the mailbox for three seasons in a row reads as established and reliable <em><em>\u2013<\/em><\/em> exactly what someone hiring for a $10,000+ roof or driveway job is looking for.<\/li>\n\n\n\n<li><strong>Demand is driven by aging infrastructure and weather, not impulse.<\/strong> Roofing industry revenue is projected to reach roughly <a href=\"https:\/\/www.ibisworld.com\/united-states\/industry\/roofing-contractors\/198\/\">$92.5 billion<\/a> in 2026, with about 80% of that activity coming from renovations and repairs rather than new construction <em><em>\u2013<\/em><\/em> driven largely by aging housing stock and severe weather events (IBISWorld, 2026). Paving follows a similar pattern: the U.S. paving contractors industry (residential and commercial driveways and parking areas) is valued at an estimated <a href=\"https:\/\/www.ibisworld.com\/united-states\/industry\/paving-contractors\/2020\/\">$17.6 billion<\/a> in 2026 across roughly 139,000 businesses (IBISWorld, 2026).<\/li>\n\n\n\n<li><strong>Timing matters as much as targeting.<\/strong> Because the &#8220;need&#8221; for a new roof or driveway often shows up seasonally or after a storm, staying visible across multiple mailing windows (not just one) puts your name in front of homeowners closer to the moment they&#8217;re ready to call.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-case-study-what-changed-and-what-happened\"><strong>The case study: what changed, and what happened<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The strategy:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><a href=\"https:\/\/www.valpak.com\/advertise\/solutions\/blue-envelope\">Blue Envelope<\/a><\/strong> mailings sent to 600,000+ homes across spring, summer and fall<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/www.valpak.com\/advertise\/solutions\/postcards\/plusone-postcards\">PlusOne postcards<\/a><\/strong> layered on top of Blue Envelope in select zones, to test performance with and without the additional touch<\/li>\n\n\n\n<li>Every piece carried a unique phone number, URL and QR code for call tracking<\/li>\n\n\n\n<li>Zones were matched to the company&#8217;s actual service area, not mailed broadly<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The results:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Lead generation calls grew from 1,081 in year 1 to 1,395 in year 2 across 60+ zones <em><em>\u2013<\/em><\/em>  a <strong>29% year-over-year increase<\/strong><\/li>\n\n\n\n<li>The two zones where postcards were added <em>outperformed the rest by 30\u201370%<\/em> in sales<\/li>\n\n\n\n<li>Those two postcard zones alone accounted for 37 of the company&#8217;s 229 jobs sold in year 2 <em><em>\u2013<\/em><\/em>  <strong>15% of all business from just two zones<\/strong><\/li>\n\n\n\n<li>Call tracking numbers were still generating calls years after they were first mailed: in year 2, 85% of calls came from that year&#8217;s numbers, but 14% still came from year 1 numbers, and a small share from numbers prior to the test.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">That last point is the one roofing and paving owners should sit with. Direct mail with a good offer doesn&#8217;t just generate a short burst of calls \u2014 it keeps working long after the piece hits the mailbox, because homeowners hold onto mail (stuck to the fridge, tucked in a drawer) until the moment they actually need the work done.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-this-means-if-you-run-a-roofing-or-paving-company\"><strong>What this means if you run a roofing or paving company<\/strong><\/h2>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Frequency compounds.<\/strong> One mailing is a coupon. Three seasons of mailings is a relationship. The jump in call volume here came from consistent presence across multiple mailing windows, not a single campaign.<\/li>\n\n\n\n<li><strong>Layering formats outperforms a single format.<\/strong> Adding postcards on top of Blue Envelope mail, rather than choosing one or the other, is what produced the 30\u201370% lift in the top zones.<\/li>\n\n\n\n<li><strong>Call tracking tells you where to double down.<\/strong> This company didn&#8217;t guess which zones to expand postcards into. It used call and sales data from prior years to decide, then scaled what was already working.<\/li>\n\n\n\n<li><strong>Old mail still converts.<\/strong> Don&#8217;t judge a campaign&#8217;s ROI only by its first 90 days. A meaningful share of this company&#8217;s calls came from mailers over a year old.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-faq-direct-mail-for-roofing-and-paving-companies\"><strong>FAQ: Direct mail for roofing and paving companies<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Does direct mail still work for roofing and paving companies?<\/strong> Yes. Because roof and driveway purchases are high-consideration, low-frequency decisions, homeowners tend to hold onto mail until they&#8217;re ready to act, which is why this case study saw calls coming in from mailers up to three years old.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How often should a roofing or paving company mail?<\/strong> This case study mailed across three seasonal windows (spring, summer, fall) rather than a single campaign, and saw call volume grow each year that frequency was maintained.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Do postcards work better than envelope mail for roofing and paving leads?<\/strong> In this case study, postcards weren&#8217;t a replacement; they were an addition. The zones that layered postcards on top of existing Blue Envelope mail outperformed the other zones by 30\u201370%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How do I know which zones to target with additional direct mail?<\/strong> Use call tracking and sales data from your existing campaign to identify your best-performing zones first, then expand frequency or add formats there \u2014 that&#8217;s the exact approach that drove this company&#8217;s results.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Want to see what a similar campaign could do for your roofing or paving business? <a href=\"https:\/\/www.valpak.com\/advertise\">Talk to a Valpak advertising consultant<\/a> about Blue Envelope and PlusOne postcard options for your service area.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sources:<\/strong> IBISWorld, &#8220;Roofing Contractors in the U.S.&#8221; industry report, 2026; IBISWorld, &#8220;Paving Contractors in the U.S.&#8221; industry report, 2026; Valpak client campaign data<\/p>\n","protected":false},"featured_media":26038,"template":"","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","_swt_meta_header_display":false,"_swt_meta_footer_display":false,"_swt_meta_site_title_display":false,"_swt_meta_sticky_header":false,"_swt_meta_transparent_header":false,"_links_to":"","_links_to_target":""},"categories":[1944,1960],"class_list":["post-26037","case-study","type-case-study","status-publish","has-post-thumbnail","hentry","category-case-studies","category-home-garden-case-studies"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.3 (Yoast SEO v28.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Roofing &amp; Paving Leads Up 29%: Direct Mail Frequency Paid Off<\/title>\n<meta name=\"description\" content=\"See how a roofing and paving company grew lead calls 29% YoY by increasing shared mail frequency and adding postcards.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.valpak.com\/advertise\/case-study\/roofing-paving-direct-mail-postcards-lead-generation-case-study\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Roofing &amp; 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Paving Leads Up 29%: How One Contractor Made Direct Mail Frequency Pay Off"}]},{"@type":"WebSite","@id":"https:\/\/www.valpak.com\/advertise\/#website","url":"https:\/\/www.valpak.com\/advertise\/","name":"Valpak Advertising","description":"For targeted marketing to advertise your business to the exact audience you want contact Valpak","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.valpak.com\/advertise\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"}]}},"uagb_featured_image_src":{"full":["https:\/\/www.valpak.com\/wp-content\/uploads\/valpak-brick-paving-advertising-case.jpg",1430,953,false],"thumbnail":["https:\/\/www.valpak.com\/wp-content\/uploads\/valpak-brick-paving-advertising-case-150x150.jpg",150,150,true],"medium":["https:\/\/www.valpak.com\/wp-content\/uploads\/valpak-brick-paving-advertising-case-300x200.jpg",300,200,true],"medium_large":["https:\/\/www.valpak.com\/wp-content\/uploads\/valpak-brick-paving-advertising-case-768x512.jpg",768,512,true],"large":["https:\/\/www.valpak.com\/wp-content\/uploads\/valpak-brick-paving-advertising-case-1024x682.jpg",1024,682,true],"1536x1536":["https:\/\/www.valpak.com\/wp-content\/uploads\/valpak-brick-paving-advertising-case.jpg",1430,953,false],"2048x2048":["https:\/\/www.valpak.com\/wp-content\/uploads\/valpak-brick-paving-advertising-case.jpg",1430,953,false],"crp_thumbnail":["https:\/\/www.valpak.com\/wp-content\/uploads\/valpak-brick-paving-advertising-case-150x150.jpg",150,150,true]},"uagb_author_info":{"display_name":"Jessica Leone","author_link":"https:\/\/www.valpak.com\/advertise\/author"},"uagb_comment_info":0,"uagb_excerpt":"A brick, asphalt and paving company added postcards to its best-performing zones and grew year-over-year lead calls by nearly 30% \u2013 here&#8217;s the data roofing and paving owners can use to plan their own campaign. For roofing and paving company owners, the marketing math is brutally simple: jobs are big-ticket, infrequent, and won or lost&hellip;","_links":{"self":[{"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/case-study\/26037","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/case-study"}],"about":[{"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/types\/case-study"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/media\/26038"}],"wp:attachment":[{"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/media?parent=26037"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/categories?post=26037"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}