In the April 2021 Snapshot Survey, contractors share their approaches to busy season marketing promotions to help you incorporate best practices into your contracting business. Here's one survey question and its results from the summary report, which will be available in its entirety to EGIA members on 5/21/21.
How does your marketing frequency change during the typical busy season?
Although busy seasons typically present more opportunities for contractors to do business with demand service calls alone, a targeted approach to marketing specific products or services can help maximize revenue generation. We wanted to know how busy seasons affect the frequency of a typical contractor's marketing strategy. According to our survey, 42% of home services companies reported that their marketing frequency stays the same during the busy season, whereas 27% said they slightly decrease their marketing when business picks up. It is worth noting that a combine 14% reported a slight to substantial increase in marketing frequency during a typical busy season.
Here's what an HVAC contractor from Indiana said in the survey:
“We tend to scale back marketing during busy season simply because we don't have the capacity to handle more work. We focus most of our marketing budget on trying to encourage customers to schedule major repairs and replacements in slower seasons - before the failures happen - to avoid longer wait times and higher prices in the busiest season.”