Many traditionally seasonal businesses find themselves facing a decline in clients during the off season, specifically in colder climates. That being said, you can create strategies and marketing techniques in order to maintain a steady customer base to maintain work throughout the year. We have compiled a list of five proven tactics to increase off-season bookings to keep your roofing business thriving year round.
Homeowners typically search for cost-effective solutions during times where they are less likely to invest in major repairs or replacements. If your business offers discounts and maintenance packages throughout the off-season, you will attract customers who are looking to save money while finding solutions to their roofing needs.
Seasonal Discounts – Offer special discounts for regular services such as roof inspections, minor repairs and maintenance to incentivize customers. These discounts could include 20% off roof inspections during the months of November to February, and then an additional 15% off for any services booked as a result of the home inspection findings.
Bundled Maintenance Packages – Providing package deals that include services such as roof inspection, gutter cleaning, and 1 minor repair every 90 days. This method creates additional value to the customer while ensuring your team remains busy during slower months.
PRO TIP : Place an emphasis on the benefits of off-season maintenance to clients. When promoting preventative maintenance to decrease the likelihood of larger, and more costly issues in the future. Customers will feel more secure knowing they are entering the busy season with a roof that is in tip top shape.
Social media and online advertising is very beneficial to businesses who are hoping to reach a wider audience within their community. Make sure to specifically target potential customers who may not be familiar with off-season roofing services.
Engage with Your Potential Customers – Provide informational content about the importance of the services you offer, such as the importance of roof maintenance, how to spot small issues, and the benefits of off-season services. Platforms such as Facebook, Linkedin, and Instagram allow you to engage with your local community virtually.
Targeted Ads – Run some targeted ads that focus on homeowners in your areas of service. Be sure to highlight off-season discounts and the necessity of roof maintenance, even during winter months.
PRO TIP : Begin posting a series of educational posts or videos that explain how to identify common roofing issues, how to be proactive on maintenance, and large issues to watch out for. Providing your customers with something of value such as how to be proactive with maintenance can show homeowners you are committed to saving them money in the long run.
Provide your customers with personalized services to make them feel valued while improving chances for repeat business and referrals. Throughout the off-season, make sure to focus on building meaningful relationships with your clients.
Customized Communication – Reach out to previous clients through personalized emails or phone calls, offering them new off-season deals or complimentary roof inspections. When showing you value their business and care about their homes, customers are more likely to return.
Tailored Solution – Provide personalized advice and solutions for each customer based on their roofing needs and history. If a customer has an older roof that may need more frequent inspections, create a customized maintenance plan, and perphase offer a discount if they group book a year’s worth of inspections.
PRO TIP : Review customer data to find those who have not had a roof inspection recently and target your efforts by sending personalized offers for off-season maintenance.
Draw attention to the advantages of off-season roofing services to draw the attention of customers who may not realize the benefits of addressing roofing issues during this time.
Emphasize the Seasonal Advantage – Educate your customers about the benefits of off-season roofing such as shorter wait times, lower prices, and the ability to schedule work before potential issues become serious concerns.
Leverage Local Incentives – Inform customers of local incentives or rebates to promote the installation of energy-efficient roofing, or storm protection measures. When marketing these extra incentives to customers they are more likely to book during the off-season.
PRO TIP : Send out informative blog posts or newsletter that highlight the need to prepare roofs for the winter weather and how regular maintenance can extend the life of their roof.
Spending some time during the off-season to ensure your website is optimized can attract new visitors who are then converted into customers, even during slow seasons. Make sure to update the website during the off-season and busy season to accurately target clients for each season.
Update Your Content – Use compelling calls to action such as “Take Advantage of Our Off-Season Specials” on your website to ensure the content reflects your current season and offers.
Enhance SEO – Optimize your website for search terms such as off-season roofing services, winter roof maintenance or off-season roof repairs. This will attract potential customers who are searching specifically for these terms.
PRO TIP : Include customer testimonials and case studies that demonstrate the success of off-season projects to establish credibility and build trust with potential clients.
Implement these five strategies in order to turn the off-season into a period of growth and opportunity for your roofing business. Educate your customers, offer personalized service and leverage online marketing to maintain steady bookings throughout the whole year. Make your business profitable even during historically slow times.
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