How a Niagara Roofer Got 12 Calls from 500 Doors (Direct Mail Case Study)
Case Study
How a Niagara Roofer Got 12 Calls from 500 Doors (Direct Mail Case Study)
Real results from a real roofing contractor in St. Catharines
The Situation
A roofing contractor with 15 years of experience in the Niagara Region had relied entirely on word-of-mouth and yard signs for new business. It worked — until it did not. A slow stretch in late spring had him sitting idle with a crew of four, burning $2,400/week in payroll with no jobs on the books. He had tried Google Ads twice. Both times, he spent over $1,200/month and got mostly price-shopping inquiries from homeowners who had already collected three quotes. The leads were real, but closing rates were terrible — too much competition on every click.
The Strategy
We targeted Grantham and Western Hill in St. Catharines — two neighbourhoods where the housing stock is predominantly 1970s and 1980s builds. Asphalt shingles from that era are well past their 20-25 year lifespan. The mailer was designed around a free storm damage inspection offer. Even without a recent major storm, homes of that age accumulate damage over time — lifted shingles, flashing deterioration, gutter separation. The messaging positioned the inspection as a safety check, not a sales pitch. We mailed 500 doors on a Wednesday. Canada Post delivered Thursday through Monday of the following week.
The Results
The first call came on the Friday after delivery — a homeowner on Grantham Avenue who had noticed a ceiling stain in the upstairs bedroom. By the end of the second week, 12 homeowners had called. Of those 12 calls:
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- 8 booked on-site inspections
- 5 received formal quotes
- 3 signed contracts for full roof replacements
- 2 booked smaller repair jobs (flashing + eavestroughing)
$28,000 Revenue
from a $647 Block Buster campaign
500 doors → 12 calls → 3 jobs → 43x ROI
What Happened Next
After seeing the results, the contractor immediately booked a Neighbourhood Takeover (2,500 doors, $1,997) covering the rest of St. Catharines and expanding into Thorold. That second campaign, mailed four weeks later, generated 28 calls and 7 more roof jobs. He now mails quarterly. His exact words: "I spent more on lunch last week than I spent to get $28,000 in work. I should have done this five years ago."
Key Takeaways for Roofing Contractors
Neighbourhood targeting by housing age is critical — 1970s-1980s homes = roof replacement territory.
A free inspection offer removes risk for the homeowner and gets you on the roof, where you can show them what needs fixing.
Post-campaign follow-up: 2 of the 12 callers did not close immediately but called back within 60 days when they were ready.
The mailer stayed on fridges and kitchen counters. Late calls (30-60 days later) are a real phenomenon.
One campaign led to a quarterly commitment. Direct mail compounds over time.
Ready to Get Results Like This?
This roofing contractor turned $647 into $28,000. The same packages are available for your trade and your territory. Every campaign includes professional design, 14pt card stock printing with UV coating, Canada Post Neighbourhood Mail delivery, and tracking.
| Package | Doors | Price | Best For |
|---|---|---|---|
| Test Strike | 250 | $397 | Want proof before committing |
| Block Buster (Most Popular) | 500 | $647 | Best results per dollar |
| Street Sweeper | 1,000 | $1,197 | Serious about growth |
| Neighbourhood Takeover | 2,500 | $1,997 | OWN your territory |
500 doors, custom design, Canada Post delivery, tracking included
Your Territory Is Waiting
One contractor per trade per area. Lock yours before a competitor does.
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Frequently Asked Questions
How do I get leads for a construction business?
The top five sources are: direct mail, Google Business Profile, referrals, local SEO, and targeted outreach. NSO specializes in direct mail lead generation for contractors across the Niagara Region, delivering exclusive leads that are not shared with competitors in your territory.
What is the best lead generation for contractors?
Direct mail combined with a strong Google presence consistently outperforms pay-per-lead platforms. Unlike HomeAdvisor or Thumbtack, NSO delivers exclusive leads directly to your phone. Our contractor clients in the Niagara Region report 5-10 calls per 500-piece campaign at a fraction of shared-lead costs.
Are lead generation services worth it for contractors?
It depends on the model. Pay-per-lead services like HomeAdvisor charge $50-$200 per shared lead. NSO's direct mail model gives you exclusive leads for $70-$140 each, and they are pre-qualified homeowners in your specific service area. No sharing, no bidding, just calls from neighbours.
How much do construction leads cost?
Online leads cost $50-$200 each on platforms like HomeAdvisor, and you share them with 3-5 competitors. NSO's direct mail leads cost $70-$140 each and are exclusive to you. Our $697 Block Buster package typically generates 5-10 calls, making each lead significantly more affordable and higher quality.
Should I use HomeAdvisor/Angi/Thumbtack for leads?
These platforms share leads with multiple contractors, driving up competition and lowering close rates. NSO provides exclusive leads via direct mail. Your mailer goes to homeowners in your territory only. No bidding wars, no shared leads, just direct calls from people who need your services.
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