Mike Andes explains how to scale door hanger marketing for local services by tracking output per hour and conversion rates. He breaks down seasonality: core aeration works in early spring or late fall, while lawn-mowing promotions land when grass is actively growing.
How many door hangers can you put out per hour? And how many door hangers do you have to put out in order to get one new lead? Once you've figured that math out, you can completely scale this across your city. Now remember, door hangers are going to be super seasonal, which means they might work today but next month not work if the demand for that service is no longer there. For example, I did core aeration right here, but I know for a fact that if I do core aeration anytime other than early spring or late fall, I'm just not going to get a good return. It's very seasonal. Same thing with direct mail and a lot of other services, because people usually aren't going to want to use your services unless they have actual pain. So if the grass is growing, lawn mowing might be the one they want to think about. But if the grass is dormant, doing door hangers for any sort of lawn mowing is just not going to have a great return.
