Mr. Roofing Case Study
How Mr. Roofing Turned 1,500+ Completed Projects Into a Neighborhood Marketing Engine
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Mr. Roofing has completed more than 1,500 projects across the communities it serves. Instead of letting that work disappear after the job is finished, the team is turning completed projects into neighborhood marketing campaigns that connect offline outreach, local project pages, and paid social advertising.
Every completed roof gives Mr. Roofing something valuable: real proof of its work in a specific neighborhood. With Project Showcase and Audience Manager, the team is putting that proof in front of the homeowners who live nearby.
Mr. Roofing already had a growing footprint of completed work. The opportunity was to turn those projects into a repeatable marketing engine—using each active and completed job to reach homeowners in the surrounding neighborhood.
Using Audience Manager, Mr. Roofing built a two-touch postcard strategy around individual roofing projects—reaching nearby homeowners while the work was happening and again after the finished project became local proof.
The first postcard reaches nearby homeowners as the project is being completed, connecting the physical activity they may already see in their neighborhood with the Mr. Roofing brand.
Once the job is complete, a second postcard sends neighbors to the landing page for the actual roofing project completed near them.
Instead of sending homeowners to a generic roofing page, the campaign lets them explore real work completed in their own area—creating a more relevant path from postcard to website.
The second postcard creates a direct connection between offline marketing and Mr. Roofing's digital project experience. Homeowners can move from seeing a project in their neighborhood to exploring the finished work online.
Since launching the strategy, Mr. Roofing has seen stronger direct and organic traffic, increased engagement from its postcard campaigns, and—most importantly— leads generated from the postcard sends themselves.
Increase in Direct Traffic
Increase in Second Postcard Engagement
Increase in Postcard Leads, Q2 vs. Q1
The majority of Q2 postcard leads came from the second postcard send, reinforcing the value of reconnecting with neighbors once a nearby project is complete.
Mr. Roofing is extending its project-driven approach into Facebook, using completed work as campaign creative and directing homeowners into a project-centered digital experience.
In a recent Facebook project test, the campaign generated 7 leads from $630 in spend—a $90 cost per lead.
Mr. Roofing is building a repeatable system around work the company has already won. Each project can become local proof, a neighborhood postcard campaign, a landing page, social creative, and another opportunity to generate demand nearby.
Turn the work you're already completing into neighborhood awareness, local proof, website engagement, and new lead opportunities.
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