Almost every trade has seasons. HVAC is busy in summer and winter. Landscaping is busy in spring and summer. Roofing picks up after storms. The challenge is smoothing out the revenue so you're not feasting in one season and starving in the next.
The key is planning ahead. You should be marketing for your slow season during your busy season, and marketing for your busy season during your slow season. Here's how it works for different trades.
HVAC: In summer, focus on speed — capture every emergency AC repair lead. In fall, run a furnace tune-up campaign to your past customers. In winter, focus on heating repairs and indoor air quality. In spring, run an AC maintenance campaign before the rush starts.
Plumbing: Plumbing is less seasonal, but you can still create seasonal campaigns. Fall: 'Prepare your pipes for winter.' Spring: 'Spring cleaning for your drains.' Summer: 'Outdoor plumbing inspection.' These campaigns keep you top-of-mind year-round.
Landscaping: In spring, focus on new design and installation. In summer, push maintenance packages. In fall, offer leaf cleanup and winterization. In winter, promote hardscaping projects that can be done in cooler weather.
Roofing: After any major storm, run a storm damage inspection campaign. In fall, promote pre-winter roof inspections. In spring, offer post-winter damage assessments. These targeted campaigns keep leads coming in throughout the year.
The secret weapon for seasonal marketing is your database. Past customers are the easiest people to reach with seasonal offers. An automated campaign can send a seasonal promotion to your entire database with one click. The response rate from past customers is always higher than from cold leads.
Plan your seasonal campaigns ahead of time, automate them, and you'll have a steady stream of work all year — not just during your busy months.
