Reworked.ai's Roofing Direct Mail Just Stopped Going in the Trash

Reworked.ai launches Direct Mail Sequence: aerially-targeted, two touch roof-specific mail at $2.71 a home, with response rates of 3–5+%.

MIAMI--(BUSINESS WIRE)--Reworked.ai today launched Direct Mail Sequence, a fully integrated direct mail product that sends personalized physical mail only to homeowners whose roofs have been independently flagged as needing attention. Where conventional roofing direct mail is sprayed across ZIP codes at sub-1% response rates, Direct Mail Sequence ships exclusively to homes scored by aerial imagery and references each homeowner's specific property in the copy. Reworked.ai customers are seeing 3–5+% response rates and close rates 3.2x higher than digital ads.

The problem

Roofing direct mail is broken in three ways. Lists come from generic data brokers that have never seen the roof. Creative is templated and impersonal, such as "Your neighbors replaced their roof, have you?" so it gets thrown away. And contractors run mail through standalone vendors disconnected from any signal of intent. The result: contractors spend $0.65–$1.20 per piece, get a ~1% response, and quietly move the budget back to PPC, where homeowners are already being chased by five to ten competitors.

The solution

Direct Mail Sequence couples Betty, Reworked's roof-scoring engine, powered by Eagleview's high resolution aerial imagery of U.S. residential properties, with a campaign engine that ships two sequenced touches: a customized professional letter on Day 1, followed by a customized branded postcard seven days later. Both pieces include the homeowner's name, address, imagery of their roof as well as the details of the roofing company. Contractors pick a region, select an amount of opportunities, launch the campaign, and the system handles printing, postage, sequencing, and delivery.

"Direct mail in roofing has been broken for thirty years because nobody bothered to know what the roof looked like before they printed the letter. We have high resolution aerial imagery of homes in America. There's no excuse for sending generic mail using Every Door Direct Mail when we can send specific mail to the right roof." — Fred Castonguay, Co-founder, Reworked.ai

"The hard part isn't printing a letter, it's knowing which letter to print, for which homeowner, on which day. Betty scores millions of roofs, matches each address to property-specific creative, and runs the sequence automatically. That kind of personalization at scale didn't exist in this industry until now." Shyam Prabhakar, Co-founder, Reworked.ai

How it works

A contractor logs into Reworked.ai, picks a region, and Betty surfaces the qualified opportunities. They select a pack, toggle on Launch Campaign (Direct Mail) at $2.71 per home, upload their logo, company details and confirm. Letters ship within 1–2 business days; postcards follow seven days later. Both pieces are personalized for each homeowner. No design work, no list cleaning, no separate vendor account.

At $4.50 all-in per home (opportunity + mailer), a 500-home campaign costs about $2,250. At a 4% response rate, that's 20 inbound conversations at $113 each with a one on one conversation.

Early results

A regional Southeast roofing contractor mailed 1,000 Reworked-targeted letters and booked 24 qualified inspections in three weeks. Their last 10,000-piece generic postcard campaign? About 30 calls — most unqualified, few converted.

The math: 1/10th the mail and 8x the response rate.

Availability

Direct Mail Sequence is available today to all Reworked.ai customers in the United States, inside the Find Opportunities flow at Reworked.ai. No subscriptions and use as much or as little as you need, you control your business sales funnel.

About Reworked.ai

Reworked.ai is a predictive intelligence platform that helps a multitude of verticals discover, prioritize, and convert high-intent homeowners. Through AI-driven analytics and customer data modeling, Reworked.ai transforms how businesses identify demand and drive revenue.