Turn One Job into Four Leads with Cloverleafing
You just landed a job in a solid neighborhood. Your truck’s out front. Your crew’s hard at work. Neighbors are peeking out windows and walking their dogs past your project. Want to turn that attention into new business? That’s where Cloverleafing comes in.
What Is Cloverleafing?
Cloverleafing is a simple strategy with a fun name—and it’s got big potential. The idea is this: when you’re on a jobsite, you also market to the four surrounding houses—the ones to the left and right, across the street, and directly behind. That layout forms a cloverleaf pattern, and it’s your local lead goldmine.
Every time you complete a project, you’ve already paid for a marketing opportunity—don’t let it go to waste.
Why It Works
People trust what they can see. If you’re working on a house in their neighborhood, they already know:
- You’re a real contractor—not just a name on a postcard.
- You’re doing work for someone they might know.
- Your quality of work is on display right in front of them.
- They’ve already heard or seen you in action—your trucks, your tools, your team.
It doesn’t take a massive marketing budget to get results when you’re already in the right spot. Add a contractor marketing layer to that presence, and you’ve got a lead machine.
Good, Better, Best: How To Start Cloverleafing
No matter your schedule or budget, you can start Cloverleafing today. Here’s how:
- Good: Drop a business card or a DIY printed flyer at each nearby house. No design needed. Just simple and personal.
- Better: Use printed doorhangers for canvassing. Include your business name, a quick note like “We’re working on your neighbor’s home,” and your contact info. Knocking for a personalized introduction gets you bonus points.
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Best: Combine doorhangers and other marketing tactics in combination for a deeper hyper-local marketing push.
- Still start things off with a personal greeting and your custom printed doorhangers to start the cloverleaf
- Bring your cloverleaf online by using Facebook ads targeting that exact street or subdivision
- Follow up in the area by using EDDM Postcards to send mailers to the neighborhood you've recently worked in
Tips To Make Cloverleafing Work
Cloverleafing isn’t about volume—it’s about relevance and timing. Here’s how to get the most from it:
- Keep a small stash of materials (cards, flyers, doorhangers) in your truck.
- Train your crew to handle the quick walk-around while you wrap up with the client.
- Have a quick script memorized to make it less scary to knock on doors (e.g. "Hi - I'm Joe with Joe's Roofing. Just wanted to introduce myself to say sorry for the noise as we work on your neighbors house. Here's my card with my phone number if you have any questions or concerns. We're offering free roof inspections so long as our trucks are in the neighborhood.")
- Use a map or CRM (like the Footbridge Dashboard!) to track where you’ve Cloverleafed already.
- Personalize when possible: handwritten names, seasonal messages, or QR codes for a custom offer.
You don’t need a 6-month ad campaign to grow your business. You just need to start knocking—or at least hanging up a flyer—next door.
Multi-Touch Marketing: The Power of Repetition
Marketing isn't a one-and-done deal. It's about building familiarity and trust over time. This is where multi-touch marketing comes into play. Each interaction—be it a doorhanger, a social media ad, or a follow-up email—is a "touch" that brings your business to the forefront of a potential customer's mind.
Studies indicate that it often takes multiple touches to convert a prospect into a customer. For instance, research from the RAIN Group suggests it takes an average of 8 marketing and sales touches to get an initial meeting or conversion. Similarly, Campaign Monitor reports that 7 to 13 touchpoints are typically needed to convert a lead into a paying customer.
By implementing cloverleafing, you're naturally creating these multiple touchpoints. Each neighbor sees your work, receives your materials, and becomes more familiar with your brand. Over time, this familiarity can lead to increased trust and, ultimately, more business.
Don't Overthink It—Just Do It
Cloverleafing is quick, affordable, and surprisingly effective. If you’re not doing it already, you’re leaving easy wins on the table. Start small, stay consistent, and watch those nearby leads turn into jobs.
Frequently Asked Questions
It can be nearly free. Basic efforts just involve business cards or printed doorhangers. You can expand into digital ads and print campaigns as your budget allows.
Roofers, painters, HVAC techs, lawn care pros—anyone doing residential work where nearby homes are similar in need and layout.
Yes, in most areas. Just make sure to avoid mailboxes (that's a USPS rule) and be polite when canvassing. Doorhangers are a safe bet.
"Contractor Marketing Tips And Tricks" - The Footbridge Media Podcast
About Chris Lonergan
Chris Lonergan has over 12 years of contractor marketing experience with Footbridge Media. With a background in web design, print design, content creation, and online marketing, Chris is focused on providing quality marketing and business solutions in the construction and service industries - helping small business owners to more efficiently manage their companies and grow their operations.
Chris Lonergan has previously contributed to and/or been featured in PM Magazine (Plumbing & Mechanical | Contractors x Engineers), theNEWS (ACHR - Air Conditioning | Heating | Refrigeration), Turf Magazine (For Landscaping and Green Industry Professionals) Service Roundtable's blog, inPAINT Magazine, the SMB Marketing Agency Show, and the Green Industry Podcast. Chris is also a past SGI/CertainPath breakout session presenter.
