40% of Fencing Calls Mention a Dog in the First Minute
Pet owner targeting, builder partnerships, neighbor door-knocking, and gate automation upsells. Fencing client acquisition.
Ask any fence installer what their customers say first, and you will hear a version of the same thing: "We just got a dog" or "Our dog keeps getting out" or "We need a fence for the puppy."
Roughly 40% of residential fencing calls involve a pet within the first 60 seconds. Not privacy. Not property lines. Not aesthetics. A dog.
One fencing company in suburban Dallas leaned into this hard. They partnered with three local animal shelters and two vet offices. Every adoption packet included a $200-off fence installation coupon. Every vet waiting room had a countertop display: "New puppy? We build escape-proof yards."
They closed a 40-home HOA deal worth $160,000 in a single contract. But it was the steady drip of pet-owner referrals (3-5 per week) that built the real business. When you solve the specific problem a specific customer has, you stop competing on price and start competing on relevance.
The Neighbor Door-Knock: 15-25% Close Rate
Every fence you install is visible to 20-30 neighbors. Most of those neighbors have thought about getting a fence. Some are actively planning it. All of them just watched your crew work for two days.
After every installation, knock on the 15-20 nearest doors. Not with a generic flyer, but with a specific conversation: "Hi, I am [name] from [company]. We just finished the cedar privacy fence at [address]. If you have been thinking about fencing, I would be happy to give you a quick estimate while I am in the neighborhood."
Fence companies that do this consistently report 15-25% close rates on these knocks. That is extraordinary for door-to-door. It works because you are not cold calling. You are warm approaching with visible proof of your work 50 feet away.
Leave a door hanger on every home you do not reach in person: "We just installed your neighbor's new fence on [Street]. Neighbor discount: 10% off if you schedule within 30 days." Include a photo of the completed project.
The neighborhood clustering effect in fencing is powerful. One fence leads to two leads to four. Some installers report doing 5-8 fences on a single street over 12 months, all from the first installation.
New Construction Builder Partnerships
Home builders need fences. Every subdivision they build has 50-200 lots that will eventually get fenced. If you are the preferred fence contractor for a production builder, you have a pipeline that lasts years.
How to approach builders: Find the three largest home builders operating in your area. Visit their model homes. Ask the site superintendent: "Who handles your fence installations? I would like to submit a bid."
Builder work has lower margins than retail, typically 20-25% versus 30-45% on direct-to-homeowner jobs. But the volume compensates. A builder relationship producing 5-10 fences per month at $2,500 each is $12,500-$25,000 in monthly revenue with zero marketing cost.
The upsell opportunity: Builders install basic fences. The homeowner moves in, decides they want a gate upgrade, an extension, or a completely different style in the backyard. You are already their fence company. Gate automation alone (turning a $3,000 basic fence job into a $5,000+ project) carries 50-80% margins on the automation components.
The Pet Partnership Network
Since 40% of your market is motivated by pets, build a referral network around pet owners:
Animal shelters and rescues. Offer a "Welcome Home" discount for anyone who just adopted. The shelter includes your coupon in their adoption packet. Cost: a few hundred coupons. Return: a steady stream of emotionally motivated buyers who need a fence this week, not next month.
Veterinary offices. Countertop displays in the waiting room. Vets get asked about everything, including yard containment. Be the answer they give.
Pet stores. Especially the independent ones. They know their regular customers. A partnership with the local pet store puts your name in front of every dog owner in the area.
Dog trainers. Trainers frequently advise clients that a fenced yard is essential for training success. A referral arrangement with two or three trainers generates consistent leads from owners actively investing in their dog.
The pet angle also works in your marketing content. Instead of "Privacy Fence Installation," try "Finally let your dog run free in the backyard." The emotional hook is stronger, the audience is more specific, and the urgency is higher. A homeowner might wait six months for a privacy fence. A homeowner whose puppy escaped twice this week is calling today.
HOA Deals: The Six-Figure Contract
HOA communities are fencing goldmines. Hundreds of homes with identical fence styles that all age at the same rate. When the HOA decides it is time to replace or update fencing, the contract is massive.
One company closed a 40-home HOA fence replacement worth $160,000. They got the deal by attending a single HOA board meeting and offering a free community-wide fence assessment.
The approach: Identify HOAs in your area with fencing that is 15-20 years old (the typical replacement cycle for wood fencing). Contact the community manager or board president. Offer to conduct a complimentary assessment of the community's fence condition and present findings at the next board meeting.
At the meeting, present the assessment with photos showing deterioration, along with a phased replacement proposal. HOAs prefer to plan and budget; a phased approach over 2-3 years is easier to approve than a single massive expenditure.
Even without the full replacement, HOA relationships generate individual homeowner referrals. When an HOA resident needs a new fence, they check the HOA-approved contractor list. Be on that list.