Seasonal changes can have a big impact on the bottom line of your home services business. The key is to anticipate how different times of the year are likely to affect your customers' needs so that you can gear your services and marketing accordingly.
Since June is right around the corner, the busiest time of year for the trades is almost upon us. Let's look at some proven ways to "summer-ize" your business so you can take advantage of what is traditionally the busiest time of year for home services providers.
Where to Start?
There are several things to think about as you prepare your business for the busy season. Narrow your focus to these vital areas:
- Marketing mix
- Promotions
- Paid ads
- Offline efforts
- Branding
Marketing Mix
Your marketing mix determines how wide a net you can cast to reach your targeted demographic. Every business has a different mix, and what works for one company may not work for another. It is essential to listen to the heartbeat of your business and understand broader consumer trends. What works during the fall or winter months may not work during the summer. For example, for HVAC companies, the focus needs to be more on air conditioning than heating. It is important to pivot your strategy according to the most current data. This may mean scaling back in specific areas based on consumer trends.
Promotions
One way to kick off the busy season from a position of strength is by running promotions. Promotions are a very effective tool to draw in customers. A deal can open the door for potential upsells. For instance, a promotion such as “$93 or it’s free” is excellent for drains since the title is catchy and, in most cases, it will be a lower-cost promo than what your competitors are offering. Running a deal like a “two-for-one” special for a heating unit and an AC unit can generate public attention even before the busy summer months. Customers are always looking for a good deal all-year round, and this type of promotion allows you to get in front of the potential issues they will have — a win-win!
Paid Ads
There is debate amongst business experts on the value of running paid ads during busier months. As a general rule of thumb, the amount of work your business can handle should dictate how much you spend on advertising. So, if you can take on additional jobs, then the answer is simple: it may be wise to increase your budget during these months to capitalize on the volume available. And if you get so busy that you keep having to pause your campaign - while a nice problem to have! - you may want to scale your budget back so that you can maintain consistent, quality customer service while making sure your technicians are not overworked. This would then allow you to pivot funds into other efforts to strengthen your company’s brand and work on improving visibility through SEO, content, video, or Facebook.
Offline Efforts
Digital marketing isn't the only area to focus on as you prep your business for the summer. You can increase your brand exposure through offline efforts as well. Marketing offline is no longer limited to bus stop ads, TV spots, billboards, or radio. There are many opportunities to involve your business in the local community, which besides doing good, also helps draw in new customers. Whether you are signed up with the Chamber of Commerce, sponsoring events at the Boys and Girls Club of America, or helping to rebuild homes affected by natural disasters, there is always something you can be doing. Though there may not be an immediate effect on business, the lasting impact of having your business intertwined with the local community is priceless. Eventually, these relationships change the way people view and remember your company.
Branding
You may be thinking: "I get so much organic traffic and organic leads that I don't need to do any branding, run paid ads, or run any promotions." Though this type of thinking is commonplace, it's not the best mindset for cultivating growth. Some owners think that simply having a website and occasionally running ads is a sufficient strategy for growth. But if you're thinking about building something special out of your business many years down the road, a more far-sighted approach is needed.
You should be working on your branding all-year round, not just every so often. Your brand's unique story and its recognizability with the public should be at the heart of everything you do. The ultimate goal is for your prospective customers to be able to recall your business in any situation that might require your service — especially when research is pulling up your competitors on a search page alongside you.
Making the Most of the Summer Months
Everything you do off- and online for your business should be in preparation for the next stage of your business’ growth. Whether you are “summer-izing” for the busy season or “winter-izing” for the customer needs of the later months, a growth-oriented mindset and the ability to pivot your expectations, marketing mix, and focus will ensure you are always working toward your goals.
If you want to learn more about setting your business up for success during the busy summer months, visit ScorpionHomeServices.com or call (866) 622-5648 for details.
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