The quick verdict
Painting is the home-services vertical where D2D works least well — homeowners don't want sales conversations about paint. Door-hangers are more effective (lower cost, lower friction) and shine as same-block follow-up to a paint job in progress. Mailed paint quotes have $200-$400 CAC; standalone door-hanger campaigns $300-$700; same-block-during-install door-hangers $150-$300.
Side-by-side
| Metric | Mailed Paint Quotes | Door-Hangers (cold) | Door-Hangers (during-install follow-up) |
|---|---|---|---|
| Cost per home contacted | $1 per quote | $1-$3 (loaded labor) | Marginal (crew already on-site) |
| Engagement rate | 15-20% scan | 3-8% retention | 15-25% retention (visible install) |
| Loaded CAC per closed job | $200-$400 | $300-$700 | $150-$300 |
| Color preview at engagement | Yes — rendered house | No | No (but visible neighbor install) |
| Scalability | High | Limited by labor | Limited by install volume |
Why painters don't D2D heavily
- Paint feels like a non-urgent purchase. Unlike storm-damaged roofs or imminent solar tax credits, exterior paint has no built-in urgency that creates door-step receptivity.
- Color choice paralysis. Most homeowners can't pick a color in a 90-second door conversation — they need to see options.
- Per-rep economics. A painter's labor is more valuable on the sprayer than on doors.
The during-install door-hanger play
Same-block follow-up while crew is on-site
While the crew is painting a house, send one team member to hang 10-15 door-hangers on the closest neighbors:
- Neighbors can see the install in progress (compelling social proof).
- Door-hanger says "we're painting your neighbor's house, scan to see your house in a fresh color".
- Compound visibility: rendered postcard 2-3 weeks earlier + visible install + door-hanger.
Combined CAC: $150-$300 per closed neighbor job. Highest-converting channel mix in residential exterior painting.
Mail first. Door-hang during install. Compound the spring.
Free account, free rendering, $1 per mailed paint quote. Money-back guarantee on your first $1,000 campaign.
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