The short answer
At ACE, we turn a roofing mailer into something the homeowner can take part in. ACE Data picks the homes most likely to need a roofer. Each mailer carries a unique code tied to that address. The homeowner enters the code, watches a 60-second video about your company, and unlocks a real gift card. You pay rewards only when someone actually does it, and you know exactly which homes responded.
Why most roofing mailers get tossed
A typical roofing postcard has a photo of a roof, a phone number and the words "free inspection." The homeowner has seen that same card from three other roofers this month. There's nothing to do except call a stranger, so most people don't.
The mailer isn't the problem. The offer is. Mail is still one of the few channels that reaches every single home, including homes behind a gate or past a "No Soliciting" sign. It just needs a better reason to respond.
Step 1: Mail the right homes, not the whole zip code
Every mailer you send to a home that doesn't need a roof is money gone.
- Start with the area that needs you. After a storm, outline the streets that took hail or wind damage, not the whole city. Here's how that works after a hailstorm.
- Add intent. ACE Data finds homeowners in that area who are actively researching roof repair, storm damage or roofing contractors. We score them high, medium or low intent and drop the low ones.
- Clean the list. We verify addresses, phones and emails and scrub phones against Do Not Call lists, so follow-up only goes to real, reachable people.
- Include your own people. Past customers and old estimates in the area are often your best responders.
Step 2: Give them a reason to act today
Swap "call us for a free inspection" for a small, real reward for one easy step.
- Watch. The homeowner enters the code from the mailer and watches a 60-second video about your company. The video can't be skipped and sound has to be on.
- Earn. A real gift card unlocks, for example $20 from Amazon or Starbucks.
- Book. A second, bigger reward unlocks when they book an inspection, for example another $30.
The video does the selling for you. The homeowner sees your face, your trucks and how long you've been local before they ever talk to you. That's a very different first impression than a postcard.
Florida is different. Florida law (Fla. Stat. 489.147) bars roofing contractors from offering a gift card or anything of value in exchange for a roof inspection or an insurance claim. In Florida, ACE campaigns reward only watching your video, and the booking step isn't used. We review every campaign before launch, and you should confirm with your own attorney.
One line we never cross anywhere: the reward is never tied to an insurance claim, a deductible or whether the homeowner hires you.
Step 3: Make the mailer easy to act on
A good ACE roofing mailer keeps it simple:
- One clear headline. Lead with the gift, not the roof: what they get and what they do to get it.
- A unique code and QR code. Tied to that address, so you know exactly which home responded, and the homeowner's info can prefill.
- A deadline. A clear "claim by" date gets people to act now instead of setting the card aside.
- Your company name and face. The offer always names your company, so the homeowner knows who it's from.
Step 4: Pair the mail with text and email
Mail lands once. Most campaigns add a second touch. You can see all of ACE's delivery options here.
- Text and email to the cleaned list, sent from your own accounts after you approve the contacts and message.
- Retargeting ads to homeowners who started the video but didn't finish.
- Door knocking, if you still use it. Reps can leave an ACE card at homes that didn't respond. Many roofers find they don't need a door-knocking crew at all once mail reaches every home.
Step 5: Call fast and track everything
Every response comes back with a name, a verified phone number and the address it was mailed to. Call homeowners within minutes, while your video is still fresh. Homeowners who watched but didn't book get an automatic follow-up.
Because every code is unique, you can see which streets, mail drops and messages worked, and send the next round only to the areas that respond.
What we've seen
In a typical ACE roofing campaign, about 9 in 100 homeowners who receive the offer activate it. Across all our direct mail and digital campaigns, engagement has ranged from about 5% to 28%. In one roofing direct mail campaign, a homeowner booked an inspection 20 minutes after the mailer arrived. No-soliciting neighborhoods and gated communities have been some of our strongest areas. Good Faith Roofing is one of the roofing companies running ACE campaigns. These are past results, not a promise for your market.
When this isn't the right fit
- You need responses this week. A campaign usually takes 2 to 3 weeks to launch, mostly to record your video and print the mail.
- Nobody can call back quickly. The mailer earns attention. Someone has to follow up fast.
- You won't record a short video. The video is the heart of the offer. Your phone and a few minutes are enough, and we write the script.
- You're outside the U.S. ACE only serves U.S. businesses.
Still comparing channels? Here's how direct mail stacks up against other roofing lead sources.
Frequently asked questions
Does direct mail still work for roofers?
Yes, when it goes to the right homes and gives the homeowner a reason to act. Mail reaches every home, including no-soliciting and gated neighborhoods where door knockers can't go.
What should a roofing postcard say?
Lead with what the homeowner gets and the one easy step to get it, like watching a short video for a gift card. Include a unique code, a deadline and your company name.
What's a good response rate for roofing direct mail?
Traditional mail usually gets a small response. In ACE roofing campaigns, about 9% of recipients typically activate the offer, with 5% to 28% across our campaigns.
How do I know who responded to my mailer?
Give each home a unique code or QR code. With ACE, every response comes back tied to the address it was mailed to, with a verified phone number.
Can I offer a gift card for a roof inspection?
It depends on your state. Florida bars roofers from offering anything of value for a roof inspection or insurance claim, so ACE's Florida campaigns reward only watching the video. We review every campaign, and you should check your state's rules with your attorney.
About the author
Jake Nicks is the founder of ACE (Actual Consumer Engagement), a customer acquisition firm in Frisco, Texas. He has 10 years in paid media and has directed more than $2 billion in ad spend. ACE's verified-action gift card technology is protected by U.S. Patent No. 11,847,634 B2.
See which homes in your area are shopping for a roofer. On a free 15-minute call, we'll pull 50 homeowners in market for roofing in your area, live while you watch, scrubbed against Do Not Call lists. You keep the list. Claim your free 50