Owning a home services company isn’t exactly an easy task.
You have to worry about keeping your clients happy, managing your service technicians, where the next leads are coming from, and more.
On top of that, you need to make sure that you are utilizing your budget as effectively as possible.
So when is the right time to start marketing your home services company?
Let’s find out…
Before you can answer the question of when you should start marketing, you need to be able to commit to a marketing budget for no less than 1 year.
We are advocates of blind faith and taking chances when it comes to running a business because without risk there is little reward.
But when it comes to your marketing, you need to be able to comfortably secure your marketing budget to last you at least 12 months.
The reason for this is because results don’t always come at light speed with marketing and you need to be prepared for the worst-case scenario.
That’s not to say you won’t see results early on.
As a matter of fact, it’s highly likely that you will.
But it’s better to plan for the worst and be pleasantly surprised when it works out to happen sooner than expected.
Sitting down with an experienced marketing agency and devising a plan to help kick-start your marketing can provide you with greater insight and will show you ways to alleviate the initial burden of your investment.
Now that you have your budget figured out and planned for, let’s look at when you should start marketing…
There’s no doubt that you probably assume it’s best to start marketing when it’s easiest for you to afford.
During the peak service season.
But that’s not a fair assumption.
While it may be most convenient for you to start when your revenue is at its highest during the year, it’s not the most effective.
The best time to start marketing your home services company is during the off-season. While this may sound counterintuitive, it yields the best results.
For starters, when it comes to PPC advertising, your costs will be lower during the off-season since it is less competitive.
Most home services companies that don’t know any better tend to scale down their marketing during the slow times to help save money but this is a critical mistake.
Any time that you take off of marketing is time that your competition is gaining traction while you’re sitting stagnant.
Another reason that it’s best to take action with your marketing during your slow time is that the results aren’t instant. This is especially true for Search Engine Optimization. By starting during your slow time, you will set yourself up for an incredibly successful busy season by getting a headstart on the competition.
Your company will be in a better position than most because your agency will have done all of the hard work in preparation for the busy season while most are just getting started.
There is nothing wrong with coming up with an educated plan to adapt your marketing to specific seasons and market trends.
Unfortunately, most home services companies don’t dig deep enough to understand those trends and make decisions based solely on face value – the cost.
While it may be uncomfortable to spend money during the slow time of the year, it shouldn’t be too difficult, assuming we as your marketing agency have done our job right.
The revenue that you are able to bankroll from marketing results during the busy season should be more than sufficient to sustain an effective marketing plan during the off-season.
This also helps ensure that your technicians don’t starve doing the slower months.
Adapting to trends by advertising maintenance plans and seasonal-specific services encourages your target audience to continue providing you leads throughout the year.
Ultimately, not every industry is plagued with seasonal business trends.
By working with an agency that understands your specific industry and the intricacies that come along with it, you are able to have an effective year-round marketing plan.
Visibly Connected has been providing logical marketing solutions to home services companies since 2010.
We know what it takes to make your home services company successful, and while it might not always be what you want to hear, it’s honest and accurate information.