Every HVAC owner asks whether to advertise into the peak season or the quiet months. Here is how to think about it, and what the money actually buys in each case.
Module 5 of the Castells Media academy for contractors: Marketing basics.
What the peak buys
What the quiet season buys
The two costs, again
The account is yours either way
What a booked job cost you, by season. The quiet month looks worse per job and may still be worth it, because a maintenance plan sold in October is a customer who calls you in July instead of searching. Compare against what a job leaves you, not against the other month.
Do this next: Look at your last twelve months and mark the two weeks when the phone went from quiet to loud. Your budget should rise before those weeks, not during them.
Written by Castells Media, a marketing agency at 1298 Antelope Creek Drive, Roseville, California, working with home service businesses across the US.
Castells Media Inc, 1298 Antelope Creek Drive, Roseville, California