The quick verdict
Cold D2D in steady-state roofing markets has $600-$1,200 loaded CAC vs $300-$600 for mailed roof quotes. Storm-response D2D in active hail/wind zip codes flips the math — close rates spike to 4-8% and CAC drops to $300-$500. The winning play in both states: mail postcards first, then send D2D reps to the same neighborhood 7-14 days later. Warm-follow D2D converts 2-3× cold D2D.
Side-by-side
| Metric | Mailed Roof Quotes | D2D (cold, steady-state) | D2D (storm-response) | D2D (warm follow-up) |
|---|---|---|---|---|
| Cost per contact | $1 | $5-$10 (loaded rep cost / door) | $5-$10 | $6-$12 |
| Conversation rate | 15-20% scan | 3-7% per door | 15-25% per door | 12-20% per door |
| Close rate to deposit | 2-4% of mailings | 1-2% of cold doors | 4-8% of storm doors | 3-6% of warm doors |
| Loaded CAC per closed reroof | $300-$600 | $600-$1,200 | $300-$500 | $400-$700 |
| Rep burnout / churn | None | 40%+ annual churn | Short-burst, sustainable | 20-30% churn (warmer) |
Why D2D shines in storm-response
After NOAA confirms a hail/wind event, homeowners in the affected zip codes are:
- Actively shopping (multiple competitors knocking).
- Already engaging with insurance adjusters.
- Pressure-tested into a decision window (most carriers want claims filed within 30-60 days).
D2D reps walking these neighborhoods get 3-5× the conversation density vs steady-state cold D2D. Pair with a 1,000-postcard Roof Launch storm-response mailing → conversation density doubles again. Combined CAC during storm windows: $250-$450.
The warm-follow play (steady-state)
- Day 0: Mail 500 roof quotes via Roof Launch to a neighborhood with 18+ year-old roofs ($500).
- Day 7-14: Postcards land. Homeowners see their house with 3 material tiers + upfront pricing. ~75-100 scans, ~10-15 deposits without any door-knocking.
- Day 10-21: Reps walk the SAME blocks. "Hi, we mailed you a roof quote — wanted to follow up." Conversation density doubles vs cold knocks.
- Day 21+: Survey + close. Homeowners who saw the postcard close at 60-75% on site visits.
Make your D2D crews walk warm doors.
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