Most window-replacement companies treat lead aggregators as a necessary evil. A lead arrives, it’s shared with three other contractors, the consumer is already comparison-shopping, and you pay $90–$300 for the privilege. Margins on the first job are nearly gone before the estimator pulls into the driveway.
The math on first-party leads
A targeted direct-mail piece, sent to a filtered list of homeowners likely to need replacement windows, lands at roughly $0.65–$0.95 all-in. A response rate of 1.5% — conservative for a well-targeted list — puts you at a cost-per-lead between $44 and $63. And because the lead is exclusive, your close rate typically doubles.
Who actually buys new windows
The replacement-window buyer is rarely a first-time homeowner. They’ve been in the home four-plus years, the home was built before 1995, and household income supports a $12K–$30K project. Layer in two more signals — a recent home-improvement loan inquiry or energy-efficiency content engagement — and the list gets remarkably tight.
What to mail
Two pieces beat one. The first piece introduces your company and the federal energy-efficient window tax credit. The second piece, sent fourteen days later, features a real local install with the homeowner’s permission — same neighborhood, same window style. Recognition drives response.
What to skip
Skip mass-coupon postcards, anything that screams ‘limited time,’ and skip listing every brand you carry. Window buyers want to know two things: will the company still be in business in ten years, and will the install crew respect their home. Lead with those.
Replace half your aggregator spend with a direct-mail program for one quarter. The data on the other side speaks for itself.
Put this playbook to work
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