Slow seasons happen for many home service businesses. However, during these times, it’s still essential to advertise and get your message out there. Seasons change, but your ads will continue to resonate with customers as things pick up again. Plus, your business can reach potential customers cost-effectively during slower sales periods. After all, it’s likely that your competition is spending less on advertising now. (View some Valpak seasonal home services ad examples here.)
Advertise during your slow season
Capitalize on this window by advertising to increase revenue when sales are traditionally soft. One thing to note is that advertising channels may offer lower rates when there is less competition. For example, in summer, a snow removal business could use its service trucks to move equipment and gravel around or help with other road maintenance, and vice versa, like:
- With their equipment and skilled staff, landscaping businesses can offer custom-designed holiday light installation as well as removal, plus help break down large displays and inflatables.
- Plumbing and heating companies (with unpredictable conditions in summer or winter) can not only advertise to check and ensure systems are working correctly, but also to offer emergency services when sewage, heating, or cooling needs arise (they always do). It’s good to know professionals are available—and good business creates loyalty and more business in the off-season, too.
- Seasons change, and so do pests, which is why prevention / termination are crucial. Pest businesses can advertise year-round, addressing a range of issues from spring ants and fleas to summer mosquitoes and termites, and even rodents seeking shelter in fall and winter, underscoring the constant need for control.
- Better safe than sorry. Lawn care companies can advertise fall clean-up to help homes prepare for winter by trimming and pruning plants, and removing large amounts of debris to avoid creating trash piles that could attract pests and vermin. Freshen the grounds with fertilizer, and prepare for a vast variety of winterization and irrigation to ensure readiness for those strong winter days that lie ahead.
- Window installers can advertise a more energy-smart home through window replacements and weatherproofing, which can help lower those exorbitant heating costs.
- Home maintenance businesses can prepare for winter with services like gutter guard installations, gutter cleaning, and air sealing the attic to prevent heat loss. Or offer other preventive roofing work to prevent ice dams from occurring.
- Painters can focus their promotional efforts on making the inside of the home more presentable for events such as holiday parties and family gatherings.
- Remodeling companies can capitalize on opportunities to transform those basements or lesser-used rooms into a home gym or kids’ play area that people have been considering but are still undecided about.
And why wait? Get that messaging out there sooner rather than later. Like many of us, consumers tend to put off projects until it is too late. Get the conversation started early with discounted prices and added value incentives, including consultations scheduled at specific times before the specified season.
Based on Valpak’s total mail volume for last year, these are the top 10 home service categories advertised:
- Window / Glass / Door
- Home Remodeling / Construction
- Heating / Air Conditioning
- Roofing and Siding
- Carpet, Tile, and Upholstery Cleaning
- Lawn and Garden Maintenance
- Plumbing
- Landscaping Services / Landscapers
- Painting and Wallcovering Systems
- Maid Services / Commercial Cleaning
Advertise or risk being overlooked
Advertising is like oxygen to your business—without it, survival is often short-lived. It is a way to create a stronger connection with the customer. If your ad resonates with a consumer on a personal level, that feeling may cause them to think of your business more frequently. Most importantly, it is a way to reach the right consumer to let them know you exist, that you have a product or service they need, and where they can find it.
Think of your advertising as the teacher and your consumers as the class—you must educate them so they know more about your business and what you can offer them. A home maintenance business might post a video on social media showing a hack to clean gutters properly or install lights more intuitively. When the consumer tries the hack and it works, they’re delighted, and that company will come to mind the next time they shop for good service. Plus, the success of the hack builds brand loyalty because potential customers now trust what you’re telling them more than before. Repetition in advertising, backed by reliable service and products, helps acquire and retain customers.
Advertise during slower economic times, too
One thing that is true about most things: what goes up must come down. Very few businesses are immune to slow times. Maybe it’s the slow season in your area, a recession might be coming on (or has arrived), or the competition just moved in down the street and has started to eat up your clientele. Also, maybe staffing has become an issue. Lately, it’s not uncommon to see hiring signs all over the place; times change, and staff looks for a little more. Please don’t sit back in defeat, do something about it. Invest in your future by continuing to advertise, let the customers know your business exists, and remind them what they’re missing or what they need that you have. Think of it as a job interview, and you haven’t heard back.
When budgets are tight, it is wise to continue to invest in brand awareness. During a recession, sales and profits may go down as costs increase, leading to labor cuts and the ability to spend as much on marketing and advertising. Remember that your customers are going through tough times, too, and are looking for some humanity. Knowing businesses understand and do all they can to help means something to most people.
Show yourself the money!
As many homeowners understand the importance of maintaining a happy home, business owners are aware of the need to strive for success and grow. Are you spending enough on your advertising efforts and with enough reach and frequency to make a real impact on your target audience? Are you using the channels your audience prefers and looks to when searching for your type of service? Are you incentivizing sales and rewarding loyalty to returning customers?
In July, we collected data from over 180 home improvement business owners to better understand their concerns (like rising costs 68%, up 8% YOY) and priorities (like customer retention and growth 45%, up 5% YOY). After reviewing those results, one thing has stayed constant: effective advertising is essential to success. 9 out of 10 business owners agree that direct mail WORKS for their company, while according to AudienceSCAN®, 72% of U.S. adults keep and read the ads they get in their mailboxes. On the flip side, we surveyed over 1,100 homeowners to gauge their thoughts and gain insight into their spending on home services and what motivates them to dig further into their wallets. More than half of consumers would like to receive home & lawn offers in the mail. Seasonality impacts most home service businesses, and many adjust services to stay competitive. After social media and digital display, 43% of home & garden business owners chose direct mail as their most effective channel to deliver coupons; moreover, combining direct mail with digital for a robust omnichannel experience to increase engagement and raise ROI.
Let’s be honest, having your very own local marketing expert is pretty awesome! Proven advertising solutions, data-driven insights, and a local marketing professional who lives and works in your neighborhood—there’s every reason to partner with an expert. Not only do they understand how to implement the sort of marketing campaigns that can attract new business, but they also understand the nuances of your local market better than another rep ever could. Valpak has nearly 140 local marketing agency offices across the U.S. Contact your local office today for direct mail and digital marketing services.
