Gorjanc Home Services Breaks $1M in Revenue with LettrLabs

Gorjanc Home Services, a fast-growing HVAC and home services provider in Ohio, entered 2025 with a clear mandate: “market domination.” Led by a seasoned marketing leader, the company built a sophisticated omnichannel marketing ecosystem that includes programmatic, paid social, retargeting, and AI-powered intent-based targeting.

To enhance their strong digital footprint, Gorjanc was looking for a scalable, automated way to:

• Extend their omnipresence into the physical mailbox
• Personalize communication at the neighborhood level
• Reduce manual operational workload
• Improve automation and revenue attribution
• Unlock net-new revenue without increasing internal labor

Member of BDR (Business Development Resources), a major HVAC performance and coaching network, making repeatable, scalable systems especially important as best practices are shared among peers.

Strategic Imperitives

While Gorjanc had built a sophisticated omnichannel ecosystem, their explicit goal of “market domination” required them to push the boundaries of every channel. To evolve their direct mail from a reliable tactic into a scalable, automated engine for predictable revenue, the marketing team identified several key areas for strategic improvement:

1. Optimizing Direct Mail Performance
   Traditional printed postcards offered limited personalization, which constrained conversion rates.
   Yard sign campaigns and existing printed mailers were difficult to track accurately for ROI.
   Manual data exports from ServiceTitan for targeting were proving inefficient and unreliable for a scaling program.
2. Scaling Automation for a Lean Team
   A lean marketing team was managing a large, complex omnichannel ecosystem.
   They required new campaigns that were powerful, automated, and could reliably "run in the background" with minimal manual oversight.
3. Advancing Hyper-Local Targeting
   To fully capitalize on their presence, they needed granular, neighborhood-level targeting around recent jobs.
   Achieving greater precision required campaign triggers tied to sophisticated data, including demographics, home age, and intent behavior.
4. Cutting Through Digital Fatigue
   To continue building familiarity and trust, Gorjanc recognized the need to complement digital channels and reach consumers overwhelmed by digital ads and AI-generated content.
   They sought a tactile, personal medium that would stand out and deepen customer engagement with an offer and social proof from their neighborhood.

Outcome (First 9 Months)

🔥 ROAS: > 37X
💰 Total Spend → ~$30,000
📌 Revenue Generated → $1,006,000+
⏱  Timeline → 9 months
Gorjanc Home Services grew by 19% in 2025.
Tech Stack: Service Titan

Strategy Evoked

LettrLabs rolled out a multi-phase automation strategy that plugged directly into Gorjanc’s marketing ecosystem. Utilizing a crawl-walk-run methodology, Gorjanc’s initial focus was on highly targeted mailers (automated from their Service Titan) tightly focused on preferred neighborhoods. They combined this radius mailer campaign with quarterly “neighborhood blasts,” using LettrLab’s data to target homeowners ahead of summer with a “Beat the Heat” campaign. Across these two strategies over nine months, they generated more than $1,000,000 in revenue, yielding a 37.74x return on investment.

LettrLabs became the automation layer that's empowering them to attract new customers and decrease time to new revenue.

Given these early successes, Gorjanc is expanding its direct mail outreach for 2026 by incorporating more advanced plays from the LettrLabs HVAC playbook. This expansion will build upon radius mail campaigns with a focus on three key strategic areas:

• Deepening Data Integration for Precision Targeting: Leveraging homeowner and demographic data to create highly specific and personalized mailers that anticipate customer needs (such as aging equipment that needs replacement, rather than relying on broad targeting).
• Expanding Automation Across the Full Customer Journey: Implementing automated multi-touch campaigns, event-triggered outreach (e.g., based on weather or new home owners), and direct mail retargeting to maximize engagement, conversion rates, and overall return on ad spend (ROAS).
• Driving Customer Advocacy and Long-Term Value: Utilizing automated communication to cultivate stronger customer loyalty, encourage referrals, and direct satisfied customers to digital platforms that enhance search visibility and build brand trust.