Marketing plan · Poway

Landscaping direct mail in Poway:
a neighborhood-by-neighborhood plan

By Best Direct Mail, San Marcos · Numbers from USPS and the US Census Bureau

Poway calls itself "The City in the Country", and for a landscaper it lives up to the name. Most homes are owner-occupied houses, many lots are big, and canyons, open space and hillsides surround the city. Parts of Poway have burned in past wildfires, so fire-safe yards are a real concern here, not a sales pitch.

The whole city shares one ZIP Code, 92064, but the yards change a lot from one side of town to the other. Below is what we'd mail where, starting with the public numbers for Poway: how many homes there are, how many are houses with yards, and who owns them.

Poway by ZIP Code

ZIP Code	Single-family houses	Owner-occupied	Median home value	New movers a month (average)
92064 All of Poway	75%	75%	$1,033,100	about 115

What the columns tell you:

Single-family houses: the share of homes that are detached houses, most with a yard to care for. The higher it is, the fewer EDDM® cards go to apartments and condos, where the HOA or the landlord hires the landscaper.
Owner-occupied: owners decide on clean-ups, new plants and turf replacement. Renters usually don't.
Median home value: higher values point to design, installation and full-service maintenance. Elsewhere, clear flat prices for mowing and clean-ups work best.

These figures cover whole ZIP Codes, and single routes inside them can be quite different. Our EDDM® route planner shows homes, income and homeownership for every route before you choose.

Single-family houses, homeownership and home value are US Census Bureau American Community Survey 5-year estimates for the ZIP Code area. New movers are a US Census Bureau American Community Survey 5-year estimate: residents who moved into a different home in the past year, turned into households and divided by 12.

New movers: on average about 120 households move to a new home in these ZIP Codes every month. A new owner often wants to make the yard their own and doesn't have a gardener yet.

What a mailing costs: $2,721 for 5,000 homes with our recommended 8.5 × 11 EDDM® postcard, including printing and postage. See our EDDM® prices for other quantities.

What to mail in each neighborhood

Old Poway and central Poway (92064)

On both sides of Poway Road and around Old Poway, neighborhoods are mostly single-family homes from the 1960s through the 80s, many with the big front lawns of their time and irrigation that is just as old.

Turf replacement, with the rebate from the SoCal WaterSmart program.
Irrigation repair and smart controllers.
Flat-price mowing and clean-ups on the streets with smaller lots.

West and south Poway tracts (92064)

Along Pomerado Road and toward Rancho Bernardo and Scripps Ranch, 1970s to 90s tracts fill the gentler land, some with an HOA. Similar houses on connected streets are the best place in the city to build a route.

Monthly maintenance plans, with "we already take care of homes on your street".
Backyard projects: patios, artificial turf and planting refreshes.

Green Valley and Valle Verde (92064)

Green Valley and the streets along Valle Verde Road have large homes on lots of about an acre, with room for pools, guest houses and sometimes horses. Many owners have been there for decades, and so has their landscaping.

Design and installation: pool surrounds, outdoor living areas and redesigns that cut water use on a big lot.
Large-lot maintenance, priced by the visit or the month.
Tree trimming and removal for mature trees.

North Poway and Lake Poway (92064)

North Poway, off Espola Road and around Lake Poway, has larger 1980s and 90s homes on hillsides that back onto canyons and open space.

Fire-safe yards and slope clearing, mailed in spring before fire season. Homes in high fire hazard areas will also have to follow California's new rules for the 5 feet around the house once they take effect.
Replacing flammable plants near the house with fire-resistant, water-wise planting.
Backyard redesigns for homes with views and big back slopes.

Garden Road and the rural east (92064)

East Poway, around Garden Road and the canyons, is horse properties, custom homes and acreage with a lot of natural brush. These lots need brush clearance, weed abatement, hauling and irrigation more than mowing. Homes are far apart, so a homeowner list of larger lots reaches them more precisely than whole routes.

Condos, townhomes and mobile home parks (92064)

Poway's condo and townhome complexes and its mobile home parks are run by associations or park owners, who hire the landscaper. Leave these routes out of a homeowner mailing, and reach the boards and managers with a business list for common-area contracts.

A first Poway mailing plan

Build a route in west and south Poway. Mail an 8.5 × 11 EDDM® postcard with a maintenance plan offer to the owner-occupied tract routes. Pick them in our EDDM® route planner for 92064.
Turf replacement to central Poway in late winter and spring, with the rebate on the card.
Fire-safe yards to north and east Poway in spring, with a 6 × 11 postcard to a homeowner list of larger lots near the canyons.
Design and installation to Green Valley, on a high-quality card with photos of finished local work.

Mail each group at least three times, a few weeks apart. Use a different offer code on each card so you can see which neighborhood and which service brings the calls.

EDDM® or a mailing list in Poway?

Which one is better depends on the neighborhood. Most of Poway is owner-occupied houses with yards, so in the central, west and south neighborhoods EDDM® reaches nearly the same people as a list for less. On the rural east side and in the canyons, where homes are far apart, and to skip the condo and mobile home routes, a homeowner list is more precise. Check the single-family and homeowner numbers in the table above, and tell us the areas you want and we'll recommend the right mix.

What to put on a Poway postcard

Say you're local. "Serving Poway, from Old Poway to Green Valley" tells people you can keep a regular schedule here.
Show you can handle big lots: a photo of a large property you take care of, and the equipment to match.
One service and one offer per card, matched to the neighborhood above.
Your C-27 license number if you do installation work, plus "licensed and insured".

For the full list of services, offers and a 12-month calendar, see our landscaping direct mail guide.

Landscaping postcard designs

Start from one of our ready-made landscaping postcards. We add your logo, offer, license number and photos, send you a proof, then print and mail it. Need a custom design, or have your own? Just let us know.

Landscaping marketing plans in other cities

Poway at a glance

New movers: About 120 households a month
Best areas: Maintenance routes: west and south Poway. Turf replacement: Old Poway and central Poway. Fire-safe yards and brush clearance: north Poway and the rural east. Design and installation: Green Valley and Valle Verde.
What it costs: $2,721 to mail 5,000 homes by EDDM®
Where to start: EDDM® with a maintenance plan offer to the tract routes in west and south Poway, plus new movers.

Frequently asked questions

How many homes are there to mail in Poway?

The table above shows the homes and carrier routes in 92064, straight from the USPS EDDM® route map. Most landscapers don't mail the whole city at once: they pick 2,500 to 5,000 homes on the routes around their current customers or in the neighborhoods that fit the service they want to sell.

Which Poway neighborhoods are best for landscaping postcards?

Almost all of them, since Poway is mostly owner-occupied houses with yards. The west and south tracts are best for building routes, central Poway for turf replacement, and Green Valley for design work. The table shows the share of single-family houses and owner-occupied homes in the city.

When should I mail fire-safe yard postcards in Poway?

In spring, before fire season, so owners can clear brush while plants are still green and before the hottest months. A follow-up card in late summer, before the fall Santa Ana winds, catches the owners who waited.

Do you mail in Poway?

Yes. Our print shop is in San Marcos, a short drive away, so we print your postcards there and take EDDM® mailings to the Post Office that delivers your Poway routes.

Get a quote for your Poway mailing

Tell us which neighborhoods and services you want to focus on. We'll reply with a price for printing and mailing, and the routes or list we recommend.

Landscaping direct mail in Poway:a neighborhood-by-neighborhood plan