Direct Mail + Google LSA
+ Search + Retargeting
A fully integrated, multi-channel lead generation engine built exclusively for ARHT Home Solutions. Launches in the 2 highest-value ZIP codes to prove ROI first — then scales systematically across the full Maryland market.
Executive Summary
ARHT Home Solutions is positioned to dominate the Maryland restoration and exterior services market. This proposal outlines a fully integrated, multi-channel lead generation system designed to produce consistent, high-quality opportunities at scale.
This is not a fragmented marketing approach. It is a coordinated growth engine built around geographic domination, repetition-based direct mail, high-intent Google demand capture, and structured retargeting — all managed through a single CRM pipeline.
80–160
Qualified leads/month at launch
$192K–$1M+
Revenue potential (grows with scale)
4 Channels
Working simultaneously
20–35%
Expected close rate
90–120 days
To market leadership position
Market Strategy & Territory Focus
Target ZIP codes
Strategic value
- High property values ($700K–$2M+) — largest job tickets in the market
- Aging roofing systems (20+ years) — high replacement demand
- Strong insurance claim viability — ideal for restoration services
Target ZIP codes
Strategic value
- Dense homeowner populations — strong campaign reach
- Consistent storm exposure — reliable insurance claim pipeline
- Strong mid-to-high ticket job potential
Target ZIP codes
Strategic value
- Higher insurance claim frequency — volume-driven revenue
- Lower competition saturation — faster market penetration
- Increased job volume opportunities
Integrated Channel System
Direct Mail — Primary Demand Driver
Proof-first launch · 3-touch repetition system · Scale with data
10,000
mailers/month
40–80
leads/month (launch)
Strategy
- Launch in the 2 highest-value ZIP codes first — 20854 (Potomac) + 20817 (Bethesda) — combined ~22,000 homeowner universe
- 10,000 mailers/month split across both ZIPs via carrier route targeting — homeowners only
- Filters: homeownership + property value $700K+ + roof age 20+ years
- ZIP code exclusivity — ProLeads Today locks your ZIPs and will not work with any other roofing company in your territory
- Prove ROI in months 1–3, then expand to remaining primary ZIPs with data behind it
- Storm-triggered deployment: accelerated drops within 7–14 days of weather events
Launch metrics (10K mailers)
3-Touch Repetition System — Every mailer carries a direct offer. Each household receives all 3.
Touch 1
Storm Awareness + Offer
"Recent storm activity in your area may have caused damage — free inspection, no obligation."
Touch 2
Social Proof + Offer
Before/after transformations + customer results + "Call today — free roof assessment included."
Touch 3
Insurance Close + Offer
"Insurance may cover your roof at little to no cost — free claim review, find out in 24 hours."
Example Mailer — ARHT Home Solutions
Direct Mail Scale Roadmap — Proof first, expand with data
Phase 1
Proof of Concept
10,000/mo
20854 Potomac
20817 Bethesda
~22,000 homeowner universe
Phase 2
Primary Expansion
15,000–18,000/mo
+ 20818, 20816, 20850, 20852
Full primary market active
Phase 3
Secondary Markets
25,000–30,000/mo
+ Howard County
+ Anne Arundel County
Phase 4
Full Market Domination
40,000–50,000/mo
+ PG County + Frederick
All 3 market tiers active
Google Local Services Ads (LSA) — Google Guaranteed
Top-of-search placement · Pay per valid lead · Highest conversion rate of any digital channel
25–45
leads/month
Strategy
- Google Guaranteed badge — appears above all paid search ads, organic results, and directories
- Scales from initial budget as lead quality is confirmed — no wasted spend before performance is validated
- Full service area coverage across all target counties
- Prioritized visibility in high-value ZIP codes (Montgomery County first)
- Active review generation strategy — target 50+ reviews minimum for ranking boost
- Immediate call answering standard: under 30 seconds for maximum lead conversion
Performance metrics
Example placement — what ARHT looks like in Google search
Sponsored — Google Guaranteed (top position, above all ads and organic results)
ARHT Home Solutions
Capitol Roofing Co.
Maryland Roof Pros
● Paid search ads (appear below LSA)
Ad · www.homeadvisor.com › roofing
Find Roofers Near You — Compare Free Quotes Today
Get matched with top-rated local roofers. Read reviews and compare prices.
● Organic results (appear further below)
www.angieslist.com › roofing › maryland
Best Roofers in Maryland — Angi
Compare top-rated roofing contractors near you. Read reviews and request free quotes.
www.thumbtack.com › maryland › roofing
Top Maryland Roofing Contractors — Thumbtack
Browse trusted local roofers. Check availability and get cost estimates.
ARHT appears at the very top — above all paid ads, above Angi, above HomeAdvisor, above every organic result. This placement is available exclusively to Google Guaranteed businesses. Homeowners see ARHT before they see a single competitor.
Google Search Advertising
High-intent keyword capture · Service-segmented campaigns · ZIP-concentrated bidding
15–35
leads/month
Strategy
- Campaigns segmented by service: roof replacement, storm damage repair, insurance claim assistance
- Bid concentration in high-value ZIP codes — Montgomery County prioritized first
- Scales based on performance data — budget increases only when campaigns are proven
- High-intent keywords: "roof replacement Maryland," "storm damage roof repair," "insurance claim roofing"
- Conversion-focused landing pages built specifically for ARHT
- Call & form tracking on every click — full visibility into which campaigns drive revenue
Performance metrics
Retargeting — Conversion Multiplier
Re-engages warm audiences · Reinforces trust · Lowest CPL of any channel
+20–40%
conversion lift
Strategy
- Retargets website visitors who didn't convert — keeps ARHT top of mind through the decision cycle
- Geo-targets direct mail recipient zones — reinforces mailers with digital touchpoints
- Follows Google ad traffic across the web — multi-touch reinforcement before booking
- Creative: before/after project visuals, customer success stories, insurance claim approvals
- Purpose: increase conversion rates by reinforcing trust and brand recognition
- Weekly creative refresh to prevent ad fatigue across all retargeting audiences
Performance metrics
Example Facebook Retargeting Ad — ARHT Home Solutions
All channels working together — qualified lead projection
Monthly qualified lead projection — full system
Based on industry benchmarks and DC/Maryland roofing market data · Direct mail ramps from month 2
Qualified = confirmed roofing intent, ready to schedule inspection. At 20–35% close rate = 16–56 jobs/month at launch · At $12,000–$18,000 avg job value = $192K–$1M+ monthly revenue potential. Mail volume and leads scale significantly in months 4–9 as additional ZIP codes are activated.
Revenue scenarios
23–30
jobs/month · $276K–$540K revenue
12×–18×
return on ad spend
40–60
jobs/month · $480K–$1.08M revenue
20×–40×
return on ad spend
65–80+
jobs/month · $780K–$1.44M+ revenue
35×–60×+
return on ad spend
CRM & Lead Management System
Pipeline stages
Automation & Follow-Up
Immediate SMS response
Every inquiry triggers an instant SMS — homeowner hears from ARHT within seconds, not hours. Prevents lead loss to faster competitors.
14-day multi-touch follow-up
Structured SMS + email sequence over 14 days — keeps leads warm until they're ready to schedule.
Appointment confirmation & reminders
Automated reminders reduce no-shows and keep the inspection pipeline moving consistently.
Choose your package
Starter Package
Proof first. Build the foundation.
- Google LSA / Google Guaranteed — $6,000/mo
- Direct Mail · 5,000 mailers (20854 only — proof of concept) — $3,450/mo
- Retargeting — $900/mo
- CRM + automation setup
- Call center scripts + integration
- Google Search Ads — add when ready
Qualified leads
50–100/mo
Est. new jobs
10–35/mo
Revenue potential
$120K–$630K
ROAS
8×–42×
Growth Package
All channels. Serious volume.
- Google LSA / Google Guaranteed — $6,000–$9,000/mo
- Google Search Ads — $4,500–$9,000/mo
- Direct Mail · Launch 10K mailers (20854 + 20817) — $6,900/mo · scales to 15K–18K in month 4
- Retargeting — $900–$1,500/mo
- CRM + full automation + call center integration
- Full campaign management & monthly reporting
Qualified leads
80–160/mo
Est. new jobs
16–56/mo
Revenue potential
$192K–$1M+
ROAS
10×–54×
Dominance Package
Own Maryland. No competitor comes close.
- Google LSA / Google Guaranteed — $12,000/mo (scaled)
- Google Search Ads — $12,000/mo (scaled)
- Direct Mail · 25,000+ mailers · expanded counties — $17,500/mo
- Retargeting + YouTube pre-roll — $3,000/mo
- Dedicated CRM + call center build-out
- Storm-triggered rapid deployment protocol
- Weekly strategy reviews + dedicated account lead
Qualified leads
250–500+/mo
Est. new jobs
50–175+/mo
Revenue potential
$600K–$3.15M+
ROAS
12×–61×+
Investment breakdown — Growth Package
| Item | One-time | Monthly | Paid to |
|---|---|---|---|
| Setup & onboarding | |||
| Setup & onboarding CRM, tracking, landing pages, LSA application, campaign architecture |
$1,000 | — | ProLeads Today |
| Monthly ad spend — paid directly by ARHT to each platform | |||
| Google LSA (Google Guaranteed) Starting at $200/day, scaling to $300–$400/day | — | $6,000–$9,000 | Directly to Google |
| Google Search Ads Starting at $150/day, scaling to $200–$300/day | — | $4,500–$9,000 | Directly to Google |
| Direct Mail Launch: 10,000 mailers · 20854 + 20817 $0.69/mailer · carrier route targeting · 3-touch system · scales to 15K–50K+ as ROI confirmed | — | $6,900 | Print vendor |
| Retargeting (Meta / Google Display) $30–$50/day across warm audiences | — | $900–$1,500 | Directly to Meta/Google |
| Monthly management — ProLeads Today | |||
| Campaign management Google Search, LSA, Meta — strategy, setup, optimization | — | $2,500 | ProLeads Today |
| CRM + automation management Pipeline, sequences, missed call text-back, lead routing | — | $1,000 | ProLeads Today |
| Call center integration + scripts Routing logic, objection handling, follow-up sequences | — | $500 | ProLeads Today |
| Reporting & performance analysis Monthly ROAS by channel, lead source breakdown, recommendations | — | $500 | ProLeads Today |
| Totals | |||
| One-time setup | $1,000 | — | |
| Total monthly investment (Growth Package — Launch) | — | $18,300–$26,400 | |
Implementation timeline
Week 1
Foundation
Week 2
Production
Weeks 3–4
Launch
Month 2
Activate
Month 3
Optimize
Month 4+
Scale
The 12-Month Growth Roadmap
A phased plan to scale from launch to market leadership across the DC/Maryland roofing market
12-month revenue trajectory — ARHT Home Solutions
Actions
- CRM built, tracking live, landing pages launched
- Google Guaranteed badge applied and verified
- Google Search + LSA campaigns activated
- Direct mail launched in 20854 + 20817 — 10,000 mailers, Touch 1 deployed
- Retargeting audiences built and live
- Call center scripts and CRM automations deployed
Focus
- Establish lead flow across all four channels
- Track every lead to its source — build data baseline
- Complete 3-touch cycle in 20854 + 20817 — validate response rate
- Maximize contact rate via CRM instant SMS automation
- Dispute invalid LSA leads — recover 15–20% of spend
Success markers
- All channels generating leads by week 4
- Contact rate 60%+ via CRM automation
- Google Guaranteed badge live and ranking
- 3-touch cycle complete in launch ZIPs — ROI validated
- Full lead source visibility in dashboard
Actions
- Scale Google Search to $200–$300/day on proven keywords
- Expand LSA to $300–$400/day as lead quality confirmed
- Expand mail to remaining primary ZIPs (20818, 20816, 20850, 20852) — 15K–18K/mo
- Build Meta lookalike audiences from closed customers
- Activate storm-triggered deployment protocol
- Review generation campaign — target 50+ Google reviews
Focus
- Channel-level ROAS analysis — shift budget to winners
- Increase avg job value — target replacement over repair
- Insurance pipeline — dedicated follow-up for storm leads
- ZIP expansion into secondary counties
- Close rate improvement through script refinement
Success markers
- CPL trending down 10–20% as campaigns mature
- LSA ranking top 2 in Montgomery County
- 50+ reviews driving organic LSA rank boost
- Storm protocol tested and operational
- 40+ consistent jobs/month from new channels
Actions
- Scale mail to 25,000–30,000/mo — add Howard + Anne Arundel counties
- Expand into Prince George's + Frederick County
- Launch YouTube pre-roll targeting homeowner demographics
- Neighborhood domination — 3 mail drops/ZIP/quarter
- Add commercial roofing as a separate lead stream
- Dedicated account strategist + weekly reporting
Focus
- Territory ownership — #1 LSA ranking, no competitor above ARHT
- Brand equity — ARHT becomes the recognized Maryland roofing name
- Referral engine — systematize reviews and referral asks post-job
- Operational scale — ensure crew capacity matches lead volume
- Recurring revenue — maintenance contracts + annual inspections
Success markers
- #1 LSA ranking across all primary service areas
- 100+ Google reviews · 4.8+ average rating
- 65+ jobs/month consistently from new channels
- Revenue exceeding $1M/month
- ARHT recognized in neighborhoods before homeowners search
Month 1–2
Full lead tracking live for the first time. Know exactly which channel produces which job — every dollar accountable.
Month 2–3
Google Guaranteed badge active. ARHT appears above every competitor in search — including Angi and HomeAdvisor.
Month 3
3-touch cycle complete in 20854 + 20817. ROI confirmed — data in hand to justify expanding to all 6 primary ZIPs.
Month 3–4
Phase 1 data reveals top-performing ZIPs and keywords. CPL drops 10–20% as campaigns mature and waste is cut.
Month 4–5
Storm protocol operational. Next weather event in Maryland becomes a revenue surge — faster than any competitor can react.
Month 7–12
ARHT becomes the dominant brand in targeted territories. Referral volume increases organically — new channels become viable.
Total new jobs (conservative)
276–360
Total new jobs (moderate)
480–720
Total new jobs (aggressive)
780–960+
12-month revenue (conservative)
$3.3M–$6.5M
12-month revenue (moderate)
$5.8M–$13M
12-month revenue (aggressive)
$9.4M–$17.3M+
Total investment (12 months)
~$312K–$409K
$1K setup + monthly × 12
Year 1 ROAS (moderate)
18×–38×
Ready to Dominate Maryland?
ARHT has the infrastructure, the team, and the market. When implemented correctly, this system positions ARHT to become the market leader across its service areas within 90–120 days.
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Confidential — prepared exclusively for ARHT Home Solutions