Many home service providers feel unsure of what to do in their off-season. Once the busy season passes and there’s been a chance to catch your breath and maybe even take a little vacation, you may be wondering what to do with your spare time. Should you just rest and wait for the busy season to come around again, or is there something proactive you can do to help promote your business and stay active?  

Research shows that businesses that stay visible during slower seasons are more likely to get a jump start on bookings and expand their operations when the busy season begins. Learn the value of staying visible year-round, and what you can do to stay in front of your customers even when your home services are not currently needed.

Why Staying in Front of Your Customers During the Off-Season is Valuable 

The off-season may feel like a “pause” button for many home service providers, but staying visible year-round is beneficial. Imagine a homeowner who sees projects around their house they need to address when the weather or timing is right. They may not plan to reach out to a home service provider instantly, but they may put the project on their calendar or keep it in mind to do at a later date. If your brand stays visible year-round, you remain top-of-mind and familiar to customers in your area. That familiarity can have a significant impact on future calls and bookings when the busy season arrives.

How to Stay Visible During the Slow Season 

There are many ways to stay visible throughout the year, including the following: 

• Email communication is one of the best ways to stay in contact with existing customers. Emails can include seasonal greetings, maintenance tips, upcoming services, early-booking specials, and more.  
• Social media posts can highlight off-season team activities and training, before-and-after photos of previous projects, planning ideas for future projects, or customer reviews.  
• Educate customers through blog content. Create blogs that answer customer questions even before they have a chance to ask.  
• Advertise seasonal services your regular customers may not know about. The off-season can be a time to provide non-traditional opportunities for your customers. Consider industries beyond your normal home service that you feel confident providing in your area.  
• Contact past customers that you haven’t heard from in a while. Perhaps you have customers who did not need your services in the past year or two, but may be ready for the home service you provide now.

Conclusion

The slower season can be a time to relax and breathe a bit, especially after an active on-season; however, the best practice is not to disappear during the slow season. Stay visible and top-of-mind by engaging customers through email connections, social media sites, past-customer outreach programs, seasonal offerings, and by providing useful tips and content for your customers. When you stay in touch throughout the year, you show interest in and focus on your customers, and you’ll be prepared and visible when early bookings begin ahead of the busy season.

Frequently Asked Questions (FAQs)

Do I need to keep marketing my brand during the off-season?
Yes, it’s best to market your brand year-round to stay visible and help new and existing customers remember your business. Even during the off-season for your industry, some customers may be planning for next season; it is important to stay top-of-mind for those customers and for others who may become leads when your busier season returns.  

Should I continue posting on social media during the off-season, and if so, what should I post?
Yes, but you may not need to post on social media platforms as often as you do during the busier seasons. In order to stay visible to your customers, post educational content that keeps them informed, maintenance tips they will find handy, frequently asked questions about your industry, updates about you and your team, upcoming services they may need, and customer reviews that highlight your expertise. You may also want to post holiday or seasonal greetings, such as Happy New Year or Happy Spring.  

How can I use the off-season time to generate more leads and acquire new customers?
The off-season is a good time to focus on customer relationships by staying visible online and reaching out to people who have contacted your company for various reasons. Connect with past customers to remind them of the services they have received from your team, and encourage early bookings when the next season comes around. The off-season also gives you time to collect and respond to customer reviews and follow up on referrals that may create promising leads.

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