Remodeling marketing built around the design consultation

The three researched campaigns. The three researched remodeling campaigns are a direct-mail campaign that starts a consultation/estimate nurture journey, a Facebook/Instagram awareness and remarketing campaign that routes qualified prospects to an estimate or consultation landing page, and automatic SMS follow-up after a remodeling lead.

Mail first, advertising behind it. Kitchen/bath remodeler direct mail is documented as the first step in a lead-generation and consultation process, with digital advertising used to reinforce the mail piece.

USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5

direct mail marketing services →targeted direct mail →direct mail mailing lists →

The formats. Postcards, letters, folded mailers, project guides/brochures and sales leave-behinds.

USPS Domestic Mail Manual 201.1.2.1 sets card-price physical standards at not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick, with a card more than 4-1/4 inches high or 6 inches long, or both, required to be a minimum of 0.009 inch thick; at not more than 4-1/4 inches high, 6 inches long or 0.016 inch thick for each stamped card or each half of a double postcard; and at not more than 6 inches high, 9 inches long or 0.016 inch thick for each postcard. 201.3.7 requires an aspect ratio (length divided by height) of 1.3 to 2.5 inclusive.

USPS Domestic Mail Manual 201

In house. Printing at MBI is commercial and variable-data printing produced in house.

printing services →postcard mailing services →direct mail cost →

Awareness, then remarketing. Remodeling sources document targeted Facebook/Instagram awareness and remarketing for homeowners, with a qualified landing-page or estimate flow during the longer decision cycle.

Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations, and that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information.

Meta, Advertising Standards

digital advertising services →direct mail and digital marketing →

One team. MBI plans, produces and delivers direct mail, print and digital campaigns from a single team in DeLand, Florida, and data, print and delivery have been in-house since 1989.

FTC advertising guidance for small business states that advertising must be truthful and non-deceptive, that advertisers must have evidence to back up their claims, and that advertisements cannot be unfair; an ad is deceptive if it contains a statement, or omits information, that is likely to mislead consumers acting reasonably under the circumstances and is material to a consumer's decision to buy or use the product.

Federal Trade Commission, Advertising FAQ’s: A Guide for Small Business

digital advertising services →home services marketing →

Immediately after the lead. Remodeling lead systems document SMS/email follow-up immediately after a lead to qualify and book an estimate; the page states only the SMS half, which is the channel this vertical researches.

CTIA's Messaging Principles and Best Practices state that message senders should support opt-in mechanisms and that messages should be sent only after the consumer has opted in to receive them, and list entering a telephone number through a website, clicking a button on a mobile webpage, sending a message containing an advertising keyword, initiating the text message exchange, signing up at a point-of-sale or other on-site location, and opting in over the phone using interactive voice response among the mechanisms — including but not limited to these — by which a consumer might demonstrate opt-in consent; senders should also document opt-in consent by retaining, where applicable, seven items of data, among them the timestamp of consent acquisition and the consent acquisition medium.

CTIA Messaging Principles and Best Practices, May 2023, §5.1.2

CTIA's Messaging Principles and Best Practices state that message senders should ensure consumers have the ability to opt out of receiving messages at any time, should support multiple mechanisms of opt-out including phone call, email or text, and should acknowledge and honor all opt-out requests by sending one final opt-out confirmation message per campaign; senders should not use opt-in lists that have been rented, sold or shared to send messages and should create and vet their own opt-in lists.

CTIA Messaging Principles and Best Practices, May 2023, §§5.1.3–5.1.4

digital advertising services →direct mail and digital marketing →

Who it goes after. Design-build firms and remodeling groups with high-ticket kitchens, baths, additions, showrooms, and disciplined sales follow-up are named as who to go after.

Four project types, four audiences. The expansion research lists four campaigns to run; among them, segment acquisition by project type — kitchen, bath, addition, aging-in-place — with a design consultation offer, and use neighboring-project radius campaigns that showcase process, not just finished imagery.

direct mail mailing lists →targeted direct mail →home services marketing →