Homeowners spend months collecting ideas and asking friends before they fill out a form. By then they've shortlisted contractors, and you're competing on price.
Remodeling play · Kitchen remodels
Kitchen remodel leads from homes with original kitchens and the equity to replace them.
The best kitchen remodel prospects aren't filling out lead forms yet. They've owned their home for 15 years, their kitchen is the one the builder put in, and they have the equity to pay for a new one. Spur finds those homes, writes a letter about their kitchen's era, and sends the QR scan to your portfolio.
Free forever plan · No card · 20 property searches a month
USPSFirst-Class
Jill Andersen5408 Zenith Ave SMinneapolis, MN 55410Scan to see the kitchen nearby
Jill A. viewed your kitchen portfolio for 4 min · 1 hr ago
AI-written for this owner · Mailed in 2 days
15+ yrsof ownership, when original kitchens get replaced
40%+equity, so a remodel is fundable without moving
Portfolio QRevery scan opens a kitchen like theirs
The problem
By the time a homeowner requests kitchen bids, you're one of five.
A kitchen request on a lead site goes to several remodelers. Many come from homeowners who aren't ready or have a budget that doesn't match the project.
Social ads reach people by interest, not by the age of their kitchen or the equity in their home. You pay for a lot of renters and recent buyers.
How it works
From list to mailbox in one workflow.
Five steps from an equity filter to a booked design consult.
app.usespur.com
See it in Spur
A kitchen remodel list in Spur
Sample homes in one Minneapolis zip: owner-occupied, owned 15+ years, 40%+ equity, no remodel permit on file. Names are partly masked.
Zip 55410Owner-occupiedOwned 15+ yrsEquity 40%+No remodel permit
- Jill A.5408 Zenith Ave SUpdated 1996 · 2,450 sq ft62% equityOwned 21 yrs
- Mark & Sue P.4926 Upton Ave SBuilt 1998 · 2,880 sq ft71% equityOwned 24 yrs
- Hana K.5217 Thomas Ave SUpdated 1994 · 2,120 sq ft48% equityOwned 16 yrs
- Robert L.5630 Xerxes Ave SBuilt 2001 · 3,100 sq ft55% equityOwned 19 yrs
- Ellen & Jo W.5011 Abbott Ave SUpdated 1997 · 2,300 sq ft66% equityOwned 23 yrs
AI draft for Jill A. · 5408 Zenith Ave S
Dear Jill,
Many homes on Zenith Ave S were built or last updated in the mid-1990s, and most of the kitchens on your block are still the originals: oak cabinets, laminate or tile counters, and a layout that closes the kitchen off from the rest of the house.
We just finished a kitchen two blocks from you in a home of the same era. We opened the wall to the dining room, added an island with seating, and replaced the cabinets and counters, all in about seven weeks. The QR code on this letter opens the before-and-after photos.
If you've been thinking about your kitchen, we'd be glad to come by for a free design consult. We'll measure, talk through what you want, and give you a realistic budget range, with no obligation.
Erik Lindqvist · Lake & Hearth Remodeling · MN Lic. #BC738214 · (612) 555-0148
Sample data for illustration. Your results depend on your market and filters.
Playbook
How to find kitchen remodel leads before homeowners request bids
A kitchen remodel is one of the largest projects a homeowner takes on, and one of the slowest decisions. Most people spend months, sometimes years, saving photos, setting a budget, and asking neighbors who did their kitchen before they request a single bid. The remodeler who becomes part of that research, rather than the one who answers a form at the end, usually wins the project and the margin that comes with it.
Three signals find the kitchens most likely to be replaced. The first is age. A kitchen that's 20 to 30 years old has worn cabinets, dated counters, and appliances near the end of their life, so filter for homes built or last updated roughly 20 to 35 years ago, and exclude homes with a recent remodel permit. The second is tenure. Owners who have been in the home 15 years or more have lived with the kitchen long enough to know exactly what they'd change, and many plan to stay. The third is equity. Owners with 40% or more equity can fund a remodel through savings, a home equity line, or a cash-out refinance without moving.
Your letter should prove you understand their kitchen. Name the era, describe what kitchens from that time usually look like, and mention a nearby project in a similar house. "Still cooking in your 1996 kitchen?" works because it's specific and a little personal. Offer a free in-home design consult with a realistic budget range, which is what most homeowners actually want at this stage.
Link the QR code to a portfolio page for a kitchen of the same era, ideally in the same neighborhood. Homeowners want to see what's possible in a house like theirs, not a showroom render. The time they spend on that page is a good signal of how serious they are.
Plan for a long cycle. A homeowner may scan in February and call in August once the budget is settled. Keep scanners on a light follow-up schedule, such as a project story every six to eight weeks and a note about your scheduling window, so you're still the remodeler they think of when they're ready.
Mail ahead of the busy seasons. Many homeowners plan kitchens for spring and for the months before the holidays, so a campaign in late winter and another in late summer fills your consult calendar before competitors start advertising.
61×return on a year of Spur Team from one $36,000 kitchen remodel
One kitchen pays for a decade of Spur.
- Spur Team: $49/mo billed annually = $588/yr
- 600 kitchen prospects × 2 letters = 1,200 letters at $1.29 = $1,548
- Two $36,000 kitchens = $72,000, about 34× the software and postage combined
Example math. Project size and close rates vary by market and design scope. Run your own numbers →
One tool, not four
Spur vs. the usual way to find kitchen jobs
What you needThe usual waySpur
Homes with original kitchens and equityWhoever fills out a form✓ Built in
Reached during the research phaseReached at the bidding stage✓ Built in
Exclusive to your companyShared with other remodelers✓ Built in
QR to a kitchen like theirsLink to your homepage✓ Built in
Follow-up until they're readyOne call, then silence✓ Built in
From remodelers using Spur
Results from the mailbox.
“I mailed AI letters to 75 high-equity homeowners in two zip codes with a QR to my kitchen portfolio. Got 12 scan visits. Had 4 consultation requests in the first 10 days. Closed 2 kitchen remodels at $68,000 combined. That's the highest ROI marketing I've ever done.”
FAQ
Kitchen remodel lead questions
How do I get kitchen remodel leads?
Find homeowners before they request bids. Target owner-occupied homes with kitchens likely 20 to 35 years old, owned 15+ years with 40%+ equity, and mail a letter about their kitchen's era with a QR to a similar project.
Who is most likely to remodel their kitchen?
Long-time owners who plan to stay, have built up equity, and live with a kitchen that's two or three decades old. Recent buyers of older homes are a second group, usually within their first year or two.
What's the best offer for kitchen remodel marketing?
A free in-home design consult with a realistic budget range. Homeowners at the research stage want to know what's possible and what it costs, not a discount.
How long does it take a kitchen lead to close?
Often three to nine months. Homeowners settle budgets, financing, and timing first. Keep anyone who scanned on a light follow-up schedule so you're still top of mind.
Should kitchen remodelers use letters or postcards?
Letters for the first touch, because a kitchen is a big decision and a letter has room to explain. Postcards work for follow-ups with a single project photo.
Keep exploring
Related plays and guides
Start in minutes. No card required.
Reach the kitchen before the bidding starts.
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