As a home improvement or double glazing company, few things are as rewarding as the moment when, after finishing an installation, you find out that the customer’s neighbour is interested in a quote, too. It’s a subtle nod to your quality and reputation. Beyond that, it’s a clear sign that word about your work is starting to spread in the area. But why does this happen so frequently in the world of trades? And more importantly, how can you harness this potential for new business?
The Power of Social Proof and Trust in Local Communities
This phenomenon—where neighbours are inspired to seek out the same service after seeing it done next door—is a powerful example of social proof. Social proof is a psychological concept suggesting that people feel more comfortable making a decision when they see others doing the same. It’s a reassurance mechanism, particularly strong in tight-knit neighbourhoods, that instils confidence.
When someone on a street installs new windows or upgrades their home, nearby residents not only notice the change but associate it with a decision made by someone they trust. For those neighbours, the thought process becomes simple: if the glazing company was good enough for their friend or neighbour, it’s good enough for them. It’s an organic and highly effective way to generate new leads.
Handwritten Notes: The Ultimate Trust-Builder
Handwritten notes have a unique quality that other forms of advertising lack. A friendly slip of paper in a neighbour’s letterbox is personal, warm, and unexpected. In a world of digital ads and email spam, this small touch of ink and paper stands out in a significant way. It doesn’t feel like a hard sell; it feels like a simple introduction, making people feel like they’re getting a personal heads-up from a local business rather than being marketed to.
There’s also a reason people tend to trust handwritten notes more than standard print or digital materials. Research suggests that people perceive handwritten notes as genuine and thoughtful, translating to a stronger sense of authenticity. In fact, a handwritten note has been found to have a nearly 50% greater recall rate compared to emails or printed marketing materials. People remember the company that took the time to personally reach out, and they are more likely to act on it.
The Ripple Effect of Hyper-Local Marketing
When you leave compliment slips in neighbours’ letterboxes after a nearby installation, you’re effectively initiating a chain of word-of-mouth recommendations. Each note acts as a small conversation starter among couples, friends, neighbours, generating curiosity and creating subtle but powerful social momentum.
Word-of-mouth marketing is already one of the most trusted forms of advertising, and a handwritten note enhances this effect by making your business feel even more authentic and accessible. People will talk, even if it’s just in passing, about the work you’ve done down the street. And because these slips are localised and personal, they often feel more relevant, further increasing the chance of turning curiosity into a quote request.
Trust and Familiarity: Essential Ingredients in Trades
In the trades industry, trust is everything. Customers want to hire a service they feel is reliable, skilled, and proven. When potential customers know you’ve already worked in their neighbourhood, a sense of familiarity and trust is already in place, making them more likely to reach out. By distributing handwritten notes around each installation, you’re reinforcing your local credibility, helping to eliminate any hesitation neighbours might feel about contacting a new tradesperson.
Think of it from a customer’s perspective: choosing a tradesperson to work on your home is a big decision. When they see that someone on their street has hired you, it not only reassures them but positions you as an accessible, familiar choice.
The Benefits of Working with Industry Specialists
If you’re a glazing company looking to take advantage of this marketing strategy, you want to work with a provider that understands your industry. Specialists in handwritten direct mail, for instance, have the expertise to know how to phrase things in a way that resonates with potential customers without coming across as overly pushy. They know how to add that perfect mix of professionalism and warmth, creating messages that encourage people to reach out.
Having an industry-specific marketing partner is invaluable, as they bring years of experience in crafting messages tailored to the needs and concerns of your particular market. This type of personalised insight allows you to focus on delivering high-quality installations while your marketing partner ensures your business is reaching its target audience in the most effective way.
Why Letting Neighbours Know Matters
It’s often said that awareness is half the battle, and letting neighbours know about your installations is a prime example of this. Without that extra effort to raise awareness, potential customers nearby may never realise you’re available to serve them. Hyper-local marketing helps you introduce your business in an unobtrusive, friendly way, making sure people are aware of your services without feeling pressured.
Studies have shown that hyper-local marketing can increase engagement by up to 30-40%. And when you add the personalised touch of a handwritten note, those engagement numbers often rise even higher. People are naturally drawn to what feels unique and genuine, making them more likely to act on your message.
Making It Easy with Systemised Communication
Consistency is key in this approach. Rather than trying to remember to send out notes on an ad-hoc basis, it’s much more effective to build a system for it. With the right partner ( aka Pen Written Post), all you need to do is enter your install dates on a simple spreadsheet, and the rest is taken care of. Each time you update the sheet, personalised handwritten notes can be created and sent out within 24-72 hours, keeping things running smoothly and reliably.
At Pen Written Post, for example, we handle everything on your behalf, so you don’t have to worry about missing opportunities. Our system allows for timely, personalised communication that’s synced with your installations, ensuring that every completed job gets the attention it deserves in the surrounding area.
Beyond One-Off Campaigns: Building Long-Term, Sustainable Growth
Using handwritten notes as part of your post-installation routine isn’t just a quick way to drum up a few more jobs. It’s a long-term strategy that fosters lasting relationships within the community. Over time, your company name becomes synonymous with quality and trust in the neighbourhood. People remember the thoughtful note you left, and they’ve seen the quality of your work on their street.
Every neighbour who receives a note after your installation could be a future customer, and by embedding this strategy as a regular part of your process, you’re building a sustainable way to fuel growth. You’re creating a network of people who view your business as local, friendly, and reliable, ensuring you stay top-of-mind whenever they or their neighbours need similar services.
Why Outsource to a Dedicated Service Provider?
One of the biggest advantages of partnering with a company like Pen Written Post is peace of mind. Instead of assigning this responsibility to someone in your office—who may handle it once or twice, only to forget about it or stop due to the hassle—you’re working with a professional team that has streamlined this process to run like clockwork.
Imagine asking a staff member to write and distribute notes to every neighbour after each installation. The enthusiasm may start strong, but between the demands of their primary job and the repetitive nature of the task, it’s easy for the effort to fall by the wayside. Over time, it becomes just one more thing they don’t get around to, and potential business opportunities slip away.
By outsourcing to a company that specialises in handwritten direct mail, you’re guaranteeing that every install is accompanied by the right follow-up without anyone in the office having to lift a finger. This consistency fuels growth by ensuring you never miss an opportunity to connect with future clients. You can rest assured that the process is being handled professionally, every single time.
Integrating It into Your Business Processes for Sustainable Success
With a reliable, systemised approach to notifying neighbours, you’re integrating this strategy as a permanent fixture in your operations. It’s no longer an afterthought but an ingrained part of your business model, working silently to build your brand and attract new clients. The result is a sustainable, low-maintenance strategy that steadily contributes to your growth.
With this approach, you get all the benefits of consistent, personal outreach without the hassle or burden on your team. You’re not only reaching out to potential customers—you’re giving them a reason to trust and remember you. And as a business, you gain the peace of mind that comes from knowing this process is in place, fuelling growth with minimal effort.
The Smart Choice for Scaling Your Local Reputation
Partnering with a specialised direct mail provider like Pen Written Post means your business is always working to build strong community ties, one handwritten note at a time. With each note delivered, your company’s reputation grows, ensuring that your business is recognised, trusted, and remembered across neighbourhoods. In a competitive market, this personalised approach sets you apart, creating a steady, reliable path to sustainable growth.
So, if you’re ready to make your mark locally, let us handle the details, knowing that every note is part of a system that works tirelessly for your success. We’re here to ensure your business becomes the go-to glazing company in every neighbourhood you serve.
Ask us how we managed to get £68,700 for a Double Glazing Company from 5000 drops! Contact info@penwrittenpost.co.uk or Whatsapp us on 07594151481 if you have any questions on how this can help your business make the most of its installations as a sales tool.
