Why Targeting a Whole ZIP Code is Usually a Mistake (and What to Do Instead)
When you’re building a postcard campaign, the easiest option is often: “Just pick a ZIP code.” It feels clean and obvious—one boundary, one decision, done.
But for most home services businesses, targeting an entire ZIP code is one of the fastest ways to waste money. ZIP codes often include a mix of neighborhoods, home types, income levels, and property layouts that don’t match your ideal customer. Your offer may be great—your targeting just isn’t.
Summary
Best for: Home services businesses trying to get more calls from direct mail
Fastest win: Target 2–5 neighborhoods instead of a full ZIP code
Simple rule: Don’t buy geography—buy the right properties inside the geography
Why ZIP code targeting doesn’t match how customers live
ZIP codes were created for mail delivery efficiency, not marketing precision. A single ZIP code can include:
- Apartments next to single-family homes
- Older neighborhoods next to new construction
- High-income streets near lower-income areas
- Homes on tiny lots near large wooded properties
- Businesses, PO boxes, and non-residential addresses mixed in
That variety is the problem: your service is not relevant to everyone in the ZIP—and direct mail only works when your offer lands in front of people who actually need it.
Real-world examples: why “the whole ZIP” fails
Garage floor refinishing (epoxy coatings)
A garage floor refinishing business doesn’t want “every home.” It wants homes with garages, and ideally: - Newer construction - Two-car garages - Neighborhoods where homeowners invest in upgrades
A ZIP code might include older homes with no garages, multi-family housing, or neighborhoods where garages are used for storage and not improvement projects. You end up paying to mail people who can’t buy—or won’t.
Tree service / tree removal
A tree company needs properties with: - Mature tree coverage - Larger lots - Neighborhoods with older trees near homes and power lines
A ZIP might include newer developments with few trees, commercial corridors, or coastal areas with limited tree density. The “full ZIP” makes your campaign feel big—while your response rate stays small.
Mosquito spray / tick control
A mosquito business is highly dependent on micro-geography. Best targets often include: - Homes near wetlands, marshes, ponds, creeks, or wooded edges - Shady yards and dense vegetation - Neighborhoods close to conservation land or water
Inside one ZIP code, one neighborhood could be dry and suburban, while another sits next to marshland. Mailing the entire ZIP means you’re paying to mail to yards where your service won’t feel urgent.
Paving / driveway sealing
A paving company typically wants: - Homes with paved driveways (not gravel) - Driveways showing wear (cracking, fading) - Neighborhoods built 8–25 years ago (common sealcoating window)
A ZIP can include condo complexes, gravel-driveway rural areas, or new neighborhoods where driveways don’t need sealing yet. You’re spending money on people who can’t say yes today.
The better approach: target neighborhoods, not labels
Instead of selecting a ZIP code, select the areas that actually match your customers. Think in terms of “where my ideal homeowner lives,” not “which ZIP looks convenient.”
Here are a few targeting lenses that work well for home services:
| Your business | Better targeting clue | What it avoids |
|---|---|---|
| Garage floor refinishing | Newer single-family neighborhoods, visible garages | Apartments, older homes, no-garage streets |
| Tree service | Mature tree canopy, larger lots, older neighborhoods | New construction, sparse tree areas |
| Mosquito spray | Near wetlands/woods/water, shaded yards | Dry open areas, low-pressure zones |
| Paving/sealcoating | Paved-driveway subdivisions, mid-age neighborhoods | Condos, gravel drives, new concrete |
Tip: The “right” area is often smaller than you think—and that’s a good thing. Smaller targeting usually increases response rate and lowers cost per lead.
How Neighborhood Postcards helps you avoid ZIP-code waste
At Neighborhood Postcards, you’re not limited to a ZIP boundary. You can:
- Select custom neighborhoods and areas — draw exactly where you want to mail
- Use satellite map view — visually confirm what the area looks like (tree cover, driveways, density, property layout)
- Make every marketing dollar count — by mailing to homes that match the service you sell
Satellite view is especially helpful because you can see the difference: - a neighborhood with lots of garages vs. one without - a wooded area vs. a sparse development - paved driveways everywhere vs. a mix of gravel and shared lots
This turns targeting from a guess into a confident choice.
A simple targeting workflow that outperforms ZIP codes
- Start with one or two existing customers you loved working with
- Look at their neighborhood — what’s common about it? garages? trees? lot size? driveway types?
- Draw a tight area around similar streets and nearby neighborhoods
- Confirm with satellite view that the area matches your service
- Run a smaller campaign first — then expand only where response is strong
This approach produces better results because your offer matches the reality of the properties receiving it.
Common mistakes vs quick fixes
| Common mistake | Quick fix |
|---|---|
| “Let’s mail the whole ZIP to be safe” | Mail a smaller area that matches your ideal customer |
| Targeting based on convenience | Target based on property and neighborhood fit |
| Ignoring housing type mix | Avoid apartment-heavy and commercial corridors |
| Not using satellite view | Verify driveways/trees/water/lot type visually |
| Expanding too fast | Prove response in one neighborhood first, then scale |
Final recommendation
Start simple:
- Pick one neighborhood that looks like your best customers
- Use satellite view to confirm the area fits your service
- Mail a focused campaign instead of an entire ZIP code
If you tell us your business type (garage floors, tree, mosquito, paving, etc.) and what town you serve, we can suggest a targeting strategy and what you should look for on the map to find your best neighborhoods.