Calculating ROI on Neighborhood Marketing Campaigns

Neighborhood campaign ROI is measured through the full funnel: pieces mailed, QR scans, microsite sessions, chatbot conversations, consultations booked, jobs closed, and revenue. Because every mail piece carries a unique QR code tied to one address, each stage attributes back to a specific home and campaign.

The core formula is simple: ROI = (attributed revenue - total campaign cost) / total campaign cost. Total cost includes list building, creative generation, print, postage, and platform fees. Attributed revenue counts only jobs traceable to a campaign scan, call, or form.

Benchmark funnel for a well-targeted home service campaign: 2,500 personalized postcards, 3-4% scan rate (75-100 microsite visits), 30-40% of visitors engaging the chatbot, 25-35 booked consultations, and 6-10 closed jobs depending on ticket size and sales close rate.

The two levers that move ROI most are targeting quality and ticket size. Cutting unqualified addresses before printing (satellite + census filtering) reduces cost per booked consultation by 50-70%. High-ticket services (pools, roofs, solar) reach breakeven with just one or two closed jobs.

Attribution windows matter for home services: high-ticket decisions take 30-120 days, so campaigns should be evaluated at 30, 60, and 90 days rather than in the first week. Late scans from saved postcards routinely add 15-20% to campaign totals.

Compare against alternatives honestly: cost per booked consultation from targeted neighborhood mail typically lands at $80-150, versus $200-400 from shared lead platforms where the same lead is sold to multiple competitors.