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Case study · Permanent lighting · Buffalo, NY

From $6,000 in postcards to $48,200 in closed work

Ed put two rounds of Light Launch cards next to the Facebook ads he was already running. Seven installs came back, at higher tickets, with zero price-shopping. Every number is below.

See the numbers
8x return 7 installs 52% net margin ~2 months
Five minutes, unscripted. Filmed in his shop.
Meet the installer

Ed. Lights are his whole business.

Permanent exterior lighting Buffalo, New York

Ed runs an outdoor permanent lighting company in Buffalo. Like most installers, he built his lead flow on Facebook ads, and he still runs them. The postcards didn’t replace his marketing. They out-earned it.

The problem

Ad leads came with baggage.

The ads produced work. But after years of buying leads, Ed knew their ceiling by heart:

  • Every quote got shopped. “As soon as I saw you on Facebook, I started getting four or five other companies popping up,” his prospects would tell him. “Usually they’re just price shopping.”
  • Tire kickers burned his evenings. “I’m running around doing estimates from prospects that are tire kickers.”
  • Tickets stayed low. Ad leads consistently paid less than what the same install should bring.
The turning point

A $1,000 test.

Ed’s first Light Launch run was small: about a thousand dollars of cards, each one showing that homeowner’s own house with his lights already on it. His first time trying anything like it. One homeowner called. He quoted high on purpose, and she took it anyway.

“I closed one deal and it was like incredible. It was like the easiest close of my life.” Ed, on his first postcard sale

He tweaked the card design and went five times bigger. Round two, $5,000 in cards, brought “a ton of calls” and real jobs: $5K, $5K, $6K, $8K. Before round three’s results were even in, he’d already paid for it.

The results

Every cost on the table

Most case studies stop at revenue. Here’s the whole thing: cards, labor, materials, overhead, and what Ed actually kept.

$48,200
Closed install revenue
8x
Back per postcard dollar
7
Installs, $2K to $8K
52%
Final net margin, all costs in

The ledger

Closed install revenue7 projects from two rounds of cards $48,200
Light Launch postcardsTwo rounds, every card a custom render − $6,000
Labor7 installs at about $500 each − $3,500
Materials7 installs at about $750 each − $5,250
Overhead and everything elseEd’s remaining costs across these jobs − $8,400
Profit Ed kept52% net margin $25,050
$8.03 revenue per $1 mailed $6,886 average job 52¢ kept of every $1 closed

Figures as reported by Ed, August 2026. Labor and materials are his per-job averages across the seven installs; the overhead line is the remainder implied by his reported 52% final net margin, postcard cost included. Your market, prices, and crew are your own; no two installers see identical results.

How he got there

Why the postcard leads close.

Ed keeps coming back to the same five things:

  1. Their own house opens the door. “Oh, this is awesome. How’d you get my house? I see my house!” Every caller starts excited, and the custom card is his built-in rapport builder.
  2. Nobody else is in the mailbox. “Never have I heard the objection of, ‘oh, I’m getting other quotes.’” A postcard doesn’t trigger the ad algorithm, so no competitors show up behind it.
  3. The right homeowners call. “A more serious prospect… a wealthier prospect as well. They’re willing to pay a higher ticket.”
  4. No more wasted windshield time. Higher-intent calls mean fewer dead-end estimates and more evenings actually installing.
  5. He works every lead. “You gotta work the leads.” His one piece of advice: treat every postcard call like the real lead it is.
Final thoughts

He didn’t wait for a pitch.

Round three, another $5,000, is already at the printer. Round four is penciled in at $7,000 to $8,000.

“I’m gonna keep sending them out as long as they continue making money, which they have been.”

“The leads do come from the postcards, and I recommend them.”

Ready for booked jobs?

Want cards like Ed’s in your town?

One lighting company per market, and Buffalo is taken. Thirty minutes on a call: we look at your area, show you the streets we’d mail, and give you a real number.