The Situation

Xcellent Xteriors is a family-owned, veteran-led exterior cleaning service business that is based in Lakeland, FL. The owner and operator, Ryan Edrington, served in the Marine Corps and started his business in 2012, mainly hiring veterans in the community. Their services include landscape lighting, house washing, roof cleaning, Christmas light installation, and pressure washing.

Xcellent Xteriors serves residents in a wide area, including cities in Polk County and Central Florida, so they needed a way to reach more of these homeowners to book services and contacted PostcardMania for marketing assistance.

The Solution

PostcardMania designers created a 6” x 8.5” postcard that included the following features:

  • 3 offers for $50 off a landscaping service, 10% off any lighting service, and $25 Visa gift card for referring a friend
  • Eye-catching photos of different completed projects
  • A QR code that takes the recipient to a landing page where they can claim an offer
  • A logo that shows they are not only operated by veterans but support veterans in the community

Xcellent Xteriors used a resident/occupant mailing list and targeted all residents living in a specific zip code that corresponded with their service areas who had a household income of $150,000 or more and a home value of $500,000 or more. The list not only helped get their business in front of many local homeowners, but it also saved them some money on postage.

We began the mailings in November of 2021, sending between 2,300 and 10,000 cards out a week. Since Xcellent Xteriors ordered a large batch of postcards — 135,000 total — they are planning on mailing them out throughout the rest of 2022. They also went above and beyond and purchased 120,000 MORE cards in May of 2022, which will help them consistently touch their prospects multiple times over a longer period of time.

Along with a direct mail campaign, Xcellent Xteriors chose an Everywhere Small Business plan that includes Google, Facebook, Gmail and Youtube digital ads. The online ads pop up on prospects web pages after they receive a postcard and visit the website, which helps remind them to reach out and schedule a service.

The QR code on the postcard also encouraged recipients to engage with them online and trigger the digital ad campaign. Since QR codes are free with the purchase of an Everywhere Small Business campaign, Xcellent Xteriors saved more money on this additional benefit.

The Results

This campaign generated $170,000 in revenue!

From their 2022 mailings so far, they have received 97 calls and converted 42 of them to jobs. These customers generated $170,100 in revenue!

Their digital campaign has also been performing very well: the Youtube ads have received 22 clicks, the gmail ads have received 26 clicks, the Facebook ads have received 753 clicks, and the Google ads have received 6,215 clicks. These numbers were collected in the spring of 2022, and the impressions and clicks will continue to grow, so by now these numbers are even higher!

This Everywhere Small Business campaign is ongoing, and Xcellent Xteriors is looking forward to achieving more of their goals and gaining even more customers from the postcards and digital ads!

Interested in doing a similar campaign for your business? Call us and we will get you connected with a marketing consultant who has experience creating campaigns for other landscaping businesses.


CSID: 44446