Seasonal Marketing for Contractors: When to Advertise What

Why Seasonal Timing Matters

Homeowner behavior is predictable. People think about their roof after winter storms. They think about AC before summer heat. They think about windows when they get their heating bill.

Smart contractors align their marketing with these natural cycles. Instead of spending the same amount year-round, they increase budget when demand is rising and reduce (but don't eliminate) spending when demand falls.

The result: lower cost per lead and better close rates because you're reaching homeowners when they're already thinking about the problem you solve.

Seasonal Calendar by Trade

Roofing

• Peak seasons: Spring (March-May) and Fall (September-November)
• Why: Best weather for installation. Spring = post-winter damage assessment. Fall = prep for winter.
• Slow seasons: Summer (too hot in many regions) and Winter (too cold/wet)
• Strategy: Heavy advertising February-May and August-October. Maintain light presence in off-seasons for storm damage opportunities.

Related: Get Roofing Leads

HVAC

• Replacement peaks: Spring (April-May) and Fall (September-October)
• Repair peaks: First heat wave of summer, first cold snap of winter
• Strategy: "Is your system ready?" messaging before each season. Ramp up March-April for summer prep, August-September for winter prep.

Related: Get HVAC Leads

Windows & Doors

• Peak season: Spring (March-June)
• Secondary peak: Fall (September-October)
• Why: Spring = tax refund season + mild weather for installation. Fall = energy efficiency concerns before winter.
• Strategy: Energy efficiency messaging in fall, curb appeal/home improvement messaging in spring.

Related: Get Window Leads

Siding

• Peak season: Spring through Fall (April-October)
• Why: Weather-dependent installation. Homeowners want to complete exterior work before winter.
• Strategy: Begin advertising in February, maintain through early October.

Related: Get Siding Leads

Decking & Fencing

• Peak season: Spring (March-May)
• Why: Homeowners want outdoor projects completed for summer use.
• Strategy: Heavy advertising February-April. "Ready for summer" messaging.

Related: Get Decking Leads | Get Fence Leads

Kitchen & Bathroom Remodeling

• Peak season: January-March (New Year resolutions, tax refund planning)
• Secondary peak: Fall (before holidays)
• Strategy: Indoor projects are less weather-dependent. Advertise consistently but spike in January.

Related: Kitchen Leads | Bathroom Leads

The Case for Off-Season Marketing

Many contractors make the mistake of completely stopping marketing in slow seasons. This is often a mistake because:

1. Lead costs drop — Less competition means cheaper clicks and leads
2. Faster close cycles — Homeowners who inquire in off-season are often more serious
3. Pipeline building — Leads generated now may close when busy season starts
4. Brand presence — Staying visible keeps you top of mind

The best approach: reduce budget during slow seasons, don't eliminate it. A 50% reduction is usually better than a 100% reduction.

Holiday Marketing Windows

Specific holidays create marketing opportunities:

• Tax season (Feb-April): "Use your refund to upgrade your home"
• Memorial Day: Summer prep messaging
• Labor Day: "Last chance before winter" messaging
• Black Friday: Works for some trades (windows, HVAC) with limited-time offers
• New Year: "New year, new home" renovation messaging

Regional Considerations

The calendar above assumes typical US seasons. Adjust based on your region:

• Sun Belt (TX, AZ, FL): Roofing can run year-round. HVAC AC focus is longer.
• Northeast/Midwest: Shorter outdoor project windows. Heavier indoor focus in winter.
• Pacific Northwest: Rain impacts timing. Spring/summer windows are tighter.

The Bottom Line

Seasonal marketing isn't about cutting costs—it's about maximizing ROI by aligning spend with demand.

1. Know your trade's peak seasons
2. Start advertising 4-6 weeks before peak
3. Reduce but don't eliminate off-season spend
4. Adjust messaging to match the season

The contractors who time their marketing right get more leads for less money.