Fall has historically been the second best times of the year for home improvement companies to generate leads for their business.
The Kids are back in school and the last-minute vacations are completed
August marks the back to school season and the last hoorah of the summer vacation season. For that reason there are lots of retail sales as consumers get their kids ready for the coming school year. The buy school supplies, clothing, shoes etc. It always also marks a slow down in calls to home improvements companies for about two weeks as families regroup and adjust to new schedules.
That does not mean that August cannot be a great month for home improvement companies here in the Dayton market. It just means there is a pause.
REACH Magazine Fall Editions are key
This is also the time when we are working on the Fall REACH Magazine editions. September is already put to bed, but October and November are being worked on. These are key issues when contractors can build up their backlog of business before the distractions of the Holidays kick in. Even busy businesses need to advertise when the birds are flying so to speak. I recommend that businesses who run half page ads consider trying full-page ads in the key times of spring and fall to make the greatest impact.
Holiday and weather distractions
The Christmas shopping season, although retailers constantly try to move the date up, starts the day after Thanksgiving. Just like the back to school time, there will typically be a slow down in the number of calls to contractors during this time. This would be a time when you want to still keep your name out in front of consumers, but when you need to anticipate less response.
In addition, consumer perception can cut down on the number of calls that your ad might generate. Even though, weather permitting, many roofers work right through the month of December, many consumers don’t think they can. A year or two ago, the weather in December was in the 50s-60s right up until Christmas day. But, consumer perception can affect the number of calls you might get in December.
Of course you have to work around the actual holidays as consumers do not want their homes in a mess when guests arrive, but at the same time, if you have something that will improve the look of their home and you can make it happen before the guests arrive, then they will love you for that.
As a business owner it is important for you to have an advertising calendar
An advertising calendar helps you anticipate the best times to invest more money into the market and at the same time, prepare in advance. If you wait until those times come upon you, then many avenues of advertising are closed already. For example, REACH Magazine is working on October and November in September and October.
If you call in November it is too late. Other forms of advertising also have materials to prepare and schedule many weeks before implementation. Write down the key times when people tend to call on your type of business, then work backwards in the calendar to have enough time to make things happen. This is key.
Almost every month throughout the year, here at REACH, we have business owners call about the month they want to advertise in only to find that the issue they wanted in already on the press and being prepared to be mailed (25 to 30 days in advance of the delivery date).