Free tool + playbook

The 12 Pack ROI Calculator

Most contractors finish a job, pack up and leave money on the street. See what one job could turn into when you work every house around it, before, during and after the job.

Run my numbers Download the 12 Pack (PDF)

By Jonathan Blake, from 25,000+ doors knocked and 10,000+ face-to-face conversations

4.9 extra deals per job$41,990 →

Your numbers

Phases 1–3

Door knocking

Phase 0

Customer introductions

Phase 3

SMS follow-up

Phases 4–5

Direct mail + EDDM

Phase 1 bonus

Past customer reactivation

Phase 6: Retargeting ads

Supports every phase, so it's counted in total cost, not tied to one phase.

Extra deals from one job
4.9
$41,990
Extra revenue
$16,796
Extra gross profit
$430
Blitz cost
39.1x
Return on cost
  • Door knocking0.6 deals · $71/deal
  • Customer introductions0.6 deals · free
  • SMS follow-up0.8 deals · free
  • Direct mail + EDDM1.9 deals · $146/deal
  • Past customer reactivation1.0 deals · free
$1,007,760
Extra revenue a year at that pace
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Phases can overlap (the same neighbor may get a knock, a text and a mailer), so treat the total as a planning range, not a promise.

The 12 Pack in seven phases

Seven touches, four channels, 90 days. Every touch carries the same neighborhood offer with a deadline.

  1. Phase 0

    Lock in the customer

    Google review link the day you finish, a 30-second video testimonial, and introductions (not referrals) through a 3-way text or a walk-down to the neighbor's door.

  2. Phase 1

    Before the job: "We're coming"

    Text past customers in the zip code, then knock the 12+ homes around the job with a noise apology and a neighborhood offer with a deadline.

  3. Phase 2

    During the job: "We're here"

    Yard sign and a chalkboard offer sign out front, branded trucks on the street, and a second knock while the crew is working.

  4. Phase 3

    After the job: "We just finished"

    A third knock to show the finished work, a before-and-after door hanger, and a 3-text deadline sequence for every "maybe."

  5. Phase 4

    Direct mail blitz

    The week after, a mailer to the same streets: "We were just in your neighborhood."

  6. Phase 5

    EDDM at 30 and 90 days

    Every Door Direct Mail to the whole carrier route, first with social proof, then with a seasonal angle.

  7. Phase 6

    Retarget the zip code

    Upload the knock list, mail routes and customer list to Meta and Google, and run before-and-after ads with the same offer.

Real results: Jonathan ran this system with his own tree service and with roofing clients. One job typically turned into 3 to 5 closed deals, from 10 to 15+ conversations per neighborhood. Results vary by trade, service and price point.

Results shown are from specific clients and our own businesses. They aren't typical or guaranteed. Your results depend on your market, offer, pricing, sales process and effort. Details

Get the full playbook and checklist (PDF)

Benchmarks and sources

Frequently Asked Questions

How accurate is this calculator?
It's a planning tool. The response rates come from published benchmarks, and the close rates are editable planning assumptions based on Jonathan's field results: one job typically turned into 3 to 5 closed deals across tree service and roofing. Your numbers depend on your market, trade, price point and execution, so change every input to match your business.
Can the phases double-count deals?
Yes. The same neighbor might get a knock, a text and a mailer. Treat the total as a range, and turn off phases you won't run to see a more conservative number.
Do I have to run every phase?
No. Use the switches to turn phases off and the numbers update instantly. Start with the free ones: door knocking, introductions and SMS follow-up.
How much time does it take per job?
The door knocking takes the most time, roughly 1 to 2 hours across the three knocks. The texts, mailers, EDDM drops and retargeting ads can be templated and automated.
What if I don't have past customers yet?
Turn that phase off. The other phases still work, and every customer you close through the 12 Pack becomes a past customer for the next job.
What does EDDM cost?
Plan on about $0.35 a piece all-in: USPS Every Door Direct Mail postage plus about $0.08 to $0.10 for printing. You don't need a mailing list because you target whole carrier routes, so a 300-address route runs about $105 per drop.
How do I know which phase is working?
Put a unique phone number or QR code on every touch: the door hanger, the mailer, the EDDM piece and the yard sign. When someone calls, you know which phase produced them. Cut what doesn't convert and double down on what does.
Can someone run this for me?
Yes. The Booked Solid System gives you the CRM, review requests, missed-call text-back, text follow-up sequences and retargeting audiences that run the 12 Pack's follow-up for you. You pay $0 until your system is live, your backend goes live in about 3 days, and there's no contract.

Want the 12 Pack running on autopilot?

Doing it by hand on every job is a full-time job. The Booked Solid System runs the follow-up for you: review requests, text sequences, missed-call text-back and retargeting audiences. $0 until your system is live, backend live in about 3 days, no contract.

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