Honey Homes & Minerva
"Minerva gave us one place to build a targeted audience and activate it for our direct mail pilot. The data quality and how quickly we could get a campaign in market really stood out, and I’m excited to deepen our partnership with Minerva over time.”
The use case: direct mail
Honey Homes is a membership-based home service that eliminates the stress of homeownership — get one dedicated, fully-employed handyman for all your home projects and maintenance, and a modern app to manage it all.
One of the company’s primary acquisition channels is direct mail: sending mailers to homeowners likely to need the service in the markets they serve – currently the Bay Area, Dallas, Chicago, LA and Austin. The direct mail program has scaled rapidly, growing from 50,000 mailers per month in 2025 to 300,000 per month by early 2026. When you're sending that many pieces, who you send it to matters just as much as the content.
In Q1 2026, Minerva scored every U.S. adult against Honey Homes' actual customer profile across 140+ attributes including income, wealth, home ownership, life stage and family composition.
From that universe, Minerva selected the top 1% most likely to convert within geographies of interest. Existing members, recently-mailed households and out-of-service-area addresses were all excluded. After address change validation, the remaining audience went into a head-to-head comparison against Honey Homes' incumbent data vendors.
The outcome: 2.5x response rate
Across every market tested in our pilot, Minerva's net-new audience generated 2.5x more qualified leads per mailer than the incumbent vendor's comparable list for a net new audience, and as much as 3x in the strongest market.
In economic terms, effective cost per qualified lead was cut in half across every market tested and by nearly two-thirds in the strongest market. Same mailer. Same spend. Two to three times the responsive prospects reached.
What's next?
Honey Homes and Minerva are looking to expand the use of Minerva's propensity scores beyond direct mail into paid media targeting and lead qualification.
- In paid media, Honey Homes will test the same high-performing propensity scores that drove direct mail performance to seed lookalike audiences and promote top-of-funnel digital acquisition
- Further down the funnel, Honey Homes will use those same scores to automate lead qualification and triage, helping their sales team prioritize outreach and optimize free home walk-thru scheduling
The intelligence layer showing strong direct mail efficiency will now be applied across more of the acquisition funnel.
“We’ve loved partnering with Minerva for our pilot. The team is exceptionally easy to work with, and we’re excited to see how they can help us automate and scale more of our acquisition channels.”