# Direct mail for permanent lighting companies > Permanent lighting has a marketing problem that direct mail is unusually good at solving: most homeowners have never heard of it, and the ones who have cannot picture it on their own house. A postcard that shows them exactly that, mailed to the street where you just installed one, fixes both at once. *Guide · Permanent lighting · Mailr — getmailr.com* ## Where this comes from I run Mountainside Lights, a permanent lighting company, and Mailr was built to run its mail before it was a product anyone else could buy. Everything in this guide is what we do for our own installs, with the numbers we watch. ## The awareness problem Search advertising works when a homeowner is already looking for the thing. Most of your market is not; they hang string lights every November and take them down in January and have never considered that a permanent, app-controlled system exists. You cannot buy a click from someone who does not know the category. You can put a picture in their mailbox. A card that shows their own house at dusk with a warm white glow along every roofline does the category education and the pitch in one image, and it does it for the whole street at once. That is the entire strategy; the rest of this guide is the mechanics. ## The three campaigns that matter 1. **The neighbors of every install** — The night an install goes on, the neighbors see it. The card should arrive within the week: their own eaves rendered in the same pattern, a line that says you just lit a home on their street, and a never-hang-lights-again offer. This campaign should fire automatically from the CRM when the job is marked complete, because it is worth more than any other mail you send and it is the one nobody remembers to do by hand. 2. **The fall run-up** — Homeowners decide whether to hang lights one more year between late August and mid-October. A three-touch sequence to a filtered neighborhood list (larger homes, higher assessed value, two-story rooflines) across those weeks, with an install-by-Thanksgiving deadline on the third card, catches the decision while it is being made. 3. **Past quotes and past customers** — Every quote that did not close is a homeowner who already understood the product and balked at the price or the timing. Mail them each fall with the current offer. Every past customer is a referral source; mail their neighbors with their install on the card, with permission. ## What the card needs to show Permanent lighting cards live or die on the render. A stock photo of a lit house tells the homeowner what the product is; a render of their house tells them what it would look like from their own driveway, which is the decision they are actually making. Mailr generates the render from publicly available imagery of the home, turns the daylight scene to dusk, and lights every soffit, gable, and garage roofline in the pattern you sell: warm white, a holiday pattern, or a team color. The back carries the offer and the proof: a dollar amount off or a financing line, a fall install window, a review line, and a QR that opens a page showing their home lit with a short quote form. Keep the services list off it; the card is about one product. ## Timing by month - August to October: the fall sequence. Three cards, four weeks apart, with a deadline on the last one. - November: neighbors-of-install cards run hot as the installs go on. Let the CRM trigger handle it. - December: the streets where you installed are lit every night. A single neighbor card with the offer for next year's install slot does well while the product is visible. - January to March: past quotes and past customers. Off-season install pricing. - April to July: light. Trigger-driven neighbor cards only, unless you sell a summer accent pattern. ## The math A permanent lighting install is a four- to five-figure ticket. A 50-card neighbor campaign at Mailr's per-card rates costs roughly $65 in mail, and a single install from that street pays for a year of them. Run your own numbers, with your average ticket and close rate, in the results calculator; the question is not whether the mail is cheap but how many streets you can afford not to cover. ## Permanent lighting direct mail: common questions ### Does the render show my actual product and pattern? You pick the pattern when you build the campaign and every card follows it. Warm White is a 2700K glow on every roofline; holiday and custom patterns are available. The render is generated per house from imagery of that home. ### Which CRMs can trigger the neighbor campaign? Mailr connects natively to JobNimbus, Housecall Pro, GoHighLevel, HubSpot, and Service Fusion, among twelve CRMs. A completed job or won deal fires the campaign, and quote-form leads write back into the same CRM. ### When should a permanent lighting company start mailing for the season? Late August. The first card of the fall sequence should land before homeowners buy another box of string lights, and the third should carry an install-by-Thanksgiving deadline. ### Can I mail my past quotes without a CRM? Yes. Upload a CSV of addresses and everything else works the same: the render, the design, printing, the landing page, and tracking. Connecting a CRM later automates the triggers. ## See your pattern on a real house in your area. Book a demo and we'll render a home in your territory lit in your pattern on the call. [Book a Demo](https://getmailr.com/demo) ## Read next - [Mailr for Permanent Lighting](https://getmailr.com/industries/permanent-lighting): Their eaves, lit, before they've heard of permanent lighting - [Auto Follow-Up](https://getmailr.com/product/auto-follow-up): The fall sequence, set once - [Automations](https://getmailr.com/product/job-triggers): Neighbor cards that fire when the install is marked complete [Get Started](https://app.getmailr.com/sign-up) · [See lighting renders](https://getmailr.com/industries/permanent-lighting) --- Canonical page: https://getmailr.com/blog/permanent-lighting-direct-mail Site guide for agents: https://getmailr.com/llms.txt · Sitemap: https://getmailr.com/sitemap.xml