Direct mail that finds the gates.
The company holds the licence, runs the trucks and does the work well. Nearly all of it arrived by referral — the one channel you cannot turn up in a quiet month — and there was no way to tell which marketing had produced a call, so no way to repeat a good month or diagnose a bad one.
- Client
- Automatic-gate installer
- Sector
- Access control & field services
- Market
- Rural & estate United States
- Scope
- Brand, demand generation, lead infrastructure
Good work, unreadable pipeline.
The company holds the licence, runs the trucks and does the work well. Like most of the trade, nearly all of it arrived by referral — which is the one channel you cannot turn up in a quiet month. Without attribution you cannot separate a good marketing decision from a lucky quarter, so neither can be repeated on purpose.
The market is also two markets. A landowner with a failing opener at the end of a long drive and an estate owner who wants a gate that talks to a phone are buying different things, in different words, at different price points. One message to both underperforms for both.
What we did.
Brand first, because everything else has to be printed on something. Then demand. Then the plumbing that makes demand measurable.
A brand that could go on a truck.
A full identity — primary lockup, a badge mark for tight applications, a defined palette, and outlined vector files a shirt printer, sign shop or decal installer can work from without a font going missing. One master reference, so every vendor builds from the same file instead of the last email attachment they were sent.
Two audiences, two pieces, one measurable drop.
Separate oversized postcard editions written for the two buyers, mailed to a property list we built and filtered ourselves rather than rented. Each edition carries its own tracking keyword, wired into the company’s field-service software, so an inbound arrives already attributed to the card that produced it.
A scoring model in place of a random draw.
We replaced sampling with a scored list built on property and ownership signals, then tested it head to head. Against a random draw of the same size from the same pool, the scored set came back 98% owner-occupied to 76%, 91% addressed to a named person to 51%, and with roughly double the median acreage. Same budget, same postage, a materially different mailbox.
Where it stands.
Every card carries a keyword, every keyword lands in the field-service software tagged, and every drop gets a scorecard. The company can tell a good decision from a lucky month now.
What we’re doing now.
The repair campaign
The scored lists mail next, with tracking keywords live before the cards land so nothing arrives unattributed.
Gate verification
Working the ranked list down against satellite and street-level imagery to confirm which drives actually carry a gate.
Review programme
Running the request cadence against the completed-job book and building a review presence that stands up.
Local search
Building the search and directory foundation so the demand the mail creates has somewhere to land.
Entrepreneurs, not consultants. The difference matters.
We take a limited number of engagements at a time. If you’re an established business owner ready to sharpen your competitive edge, let’s talk.