solar guy i know gets his jobs from sending postcards

buddy of mine runs a small solar company, he tried meta ads for two years and it worked fine at first, then lead cost kept climbing so he just gave up on it.

what he does now is he picks a zip code and mails postcards, but the card isn't a normal postcard. it's got a picture of that person's actual house on it, satellite shot from above, with panels rendered onto their roof so they can see what it would look like and with some text showing them the value of the solar panels.

he has a 70% response rate, you'll never see this number in the normal campaigns like ads/socials media posts

anyone else here doing something similar? wondering what kind of response rates you're seeing.