DIY Direct Mail Leads: Easy Hacks to Get More Roofing Leads
Adam Bensman shares envelope tricks to boost roofing leads through direct mail. Handwritten addresses, quirky stamps, doodles, and small tactile inserts like pennies trigger curiosity and avoid the trash. One tracked campaign converted 3-4% to completed sales, versus the typical 1-2% response rate.
Questions this video answers
303-222-7133
About 3–4 sales per 100 letters mailed (3–4% conversion).
1–2% callers per 100 mailed.
Chapters
Let's talk direct mail and how you can increase the open rate or the people that actually get your letter open it and call you. And in this video I'm going to teach you a bunch of really easy, simple hacks that are really cheap to help you stand out from anyone else and most importantly, not have to compete for that space in someone's inbox. And I'm talking their mail inbox, the real physical one they have to walk down to or drive to. So if you're using direct mail or self generating leads for direct mail, by the way, these strategies work for individual sales reps. That's why I created them. So I've done an entire playlist on how to use personalized direct mail and I include all of the letters for storm and retail inside my marketing battle pack. So assuming that you're either writing your own, which I've also done a video on that to help you write your own, or you can just use mine. But no matter what, if you're using direct mail, if you're sales rep using your own, if you're a company doing this at scale, let's talk about how to increase that open rate. Super cheap, super easy in getting you even more leads. Hey, welcome or welcome back. My name's Adam Bensman, the roof strategist and you're looking down because I've got stuff to share and I want you to be able to see everything at my disposal. A quick welcome or welcome back. My name's Adam Bensman, the roof strategist and everything I do here on my channel is designed to help you and your team smash your income goal and give every customer an absolutely amazing experience. And that starts off with how you get them to even wanna reach out. And that's what we're gonna jump into right now. So if you haven't done it, I do have a freebie for you. By the way. It's inside our new free training center, the Pitch Lag of Pro Roofing Sales Training Video Library. There's a link in the description or you can text the word free to 303-222-7133. We'll immediately email you a link to to enter your name, email, get your account set up and then inside the free training center you're going to find that a whole bunch more goodies, including a little special announcement I haven't even made publicly yet and I hope you get to see it there. So heading over the roofstrategist.com click the link in the description or text free to 303-222-7133 all right, now let's turn our attention to direct mail. Here we have a sample letter of an envelope. Again, I've done all this stuff on the letter, so we're just talking delivery method first. What I want to shake down is the concept of what we call a novelty bias. Now, novelty bias is that humans are intrigued by things that are unusual, piques their curiosity and new. That's why in the news, everything says breaking news even though it might not be breaking. That's why news is called news and that's why Facebook ads that say new in front of it. People have a novelty bias to be intrigued by things that are new or different or curious because it piques their curiosity. So I want you to get in your mind for a minute, close your eyes and think of the last time you went into your mailbox, physical mailbox. You take it out and likely in your mind's eye you see like a newspaper looking coupon book. And it probably came from a local grocery store or something. It's full of coupons, there's inserts that fall out. You probably got a whole bunch of postcard looking things with ads all over them with glossy fine print. And you're like, that's garbage too. And then in between it, you get bills that are in an envelope like this with a little clear plastic window. And all of that screams we have something we want from you or need from you. But when you get something like this that looks like it was from a friend or a person, right? So that's new and different and personal, novelty bias wins. It piques the curiosity because most folks our filtering that goes in the garbage. I'm going to look through this. I know I do it. I throw everything else. I get the stack of things I need. So we're going to talk about how to play in a novelty bias and some quick hacks to help you get more opens. People physically opening the letter and then reading your letter and calling. Now, when we break down the psychology of it, step one, break the decision tree of that stack goes to the garbage. This stack, it's open, we want to not go to the garbage, we want to get open. Number two, we need to make sure that the letter gets actually opened. Okay? Once it is opened, now we have a chance to get them to read it. Then we want to pique their curiosity so they read the letter. Strong call to action to give them a purpose and reason to call. Knowing exactly what to expect in some semblance of urgency to Call now and not miss out. So that's kind of the sequence. So in order to get that letter open, it starts with the envelope and we want to play into novelty bias. So number one, let's break down the elements. Handwriting, blue ink, this stands out. Number two, I want them curious. So I'm going to put the return address but no name. Number three, I like to do a little squiggly or smiley face or stick figure or something on the front or back. Does not matter what it is, it just stands out, plays in novelty bias. Doesn't even need to be there for a reason. It could be a little saying on the back too. You could write on the back, whoops, whoa. I stopped by on Tuesday. All right, but a little icon here. Number three, crooked stamp. We don't want to see those hand applied stamps. Number four, let's have some fun on unique stamps. Because commercial intent has all rolled, right. They roll the postage through a machine so when they see this, it's hand applied. But this, this is a stamp everybody gets. So we have mariachi stamps here. We have forever love stamps, because why not? It'll pique their curiosity of who sent it. We have on here. Thank you stamps. A whole book. Thank you, post office, by the way, we stocked up because we do this. We've got love stamps, heart stamps. And what do we have here? Ruth Asawa, which by the way, is an artist I've never heard of. And women's rowing. Novelty bias at work. When you get a letter that's handwritten in blue ink, no return address, a little squiggly in a unique stamp you've never seen before. Are you going to open it? Yeah. All right. I got one more trick up my sleeve for you. And that is what's in this bag. In this bag is a bunch of change. And inside I can grab the cheapest form of currency which probably isn't even worth the metal it's made out of. And that is a US dollar. Excuse me, a US penny. Sorry, I'm kidding about the whole inflation stuff. What if I put this in the envelope just like that? You will see and feel a little bit of a texture there. So you can insert small items. And again, sometimes you might get these punted back because the machines roll them when they post them in the mail. But if you put a little penny or anything that's tangible that creates this lumpy sensation in the mail, this, my friend, plays into novelty bias. People are curious of what's in there. And all of these elements work together to Say, I am so curious of who sent this and what's inside that I'm going to open it. And when your letter does a good job describing what you can do, solving the problem, having a strong call to action, giving them a reason to call you, you, my friend, start getting more leads. The leads that come off of these letters have wildly high close rates. I have one company who's for every. Well, I'm going to save their stats because I think they're. They're out of this world. But you know what, I'm just going to tell you anyway. They are tracking everything and they're averaging three to four sales, meaning done deals, per every 100 letters mailed. They're following my strategy to a T. They're using the letters in the battle pack. By the way, not everyone is going to get those types of results, but 3 to 4 deals per 100 mailed is a 3 to 4% conversion rate. Now, looking at traditional direct mail, 1 to 2% to get someone to even call is a great number. That's one to two calls for every 100 mailed. All right, now, those calls don't always turn into an appointment. Now, that appointment, then you have how many deals you close. But using this strategy and making it really personal, you get people that are doing three to four sales per 100 letters sent. And that'll take you an hour to stuff all these things, maybe, maybe even less when you're efficient. And that's why I want to put this stuff in your hands. So your options are twofold, my friend. One, go watch my videos, learn how to write your own letters, stuff in these envelopes, and start using the plan option to jump inside and get you and your team. Using my complete sales system called the roofing sales success formula, I give you all the letters for storm for retail, the door hanger letters that work side by side with it, laying out the whole strategy, a video on customizing them, and a whole bunch more. No matter what you do, you have the tools at your fingertips and ways to put this to work right now. To start using direct mail to drive more sales. Now links in the description should you be interested. Hey, just because our time here is about to wrap up doesn't mean our time has to. So if you haven't yet downloaded the pitch like a pro briefing sales training video library, pop in right here and then you'll get popped right into our free training center. Or if you want to hang with me on YouTube, jump into this playlist right here on getting leads using direct mail and I'll give you even more. That's all for now. We'll see you soon.
