The Contractor’s Marketing Survival Guide – 12 Tactics to Book Work in the Slow Season

The Exterior Cleaning "Survival Guide" - 12 Tactics to book work when season slows down.

SLOW season doesn’t have to mean NO season.

For many contractors in pressure washing, soft washing, paver sealing, or window cleaning, the colder months bring fewer calls, slower lead flow, and a lot more time wondering how to keep the trucks rolling and the guys busy.

The truth is that the businesses that win in the slow season are not lucky. They are prepared. They treat this time not as a hibernation period but as an opportunity to strengthen their brand, deepen customer relationships, and fill the pipeline before spring.

This guide gives you twelve proven tactics you can start using right now to keep work coming in even when the phone is quiet.

1. Mine Your Goldmine! (Past Customers)

Your best leads are the people who already know, like, and trust you. Pull a list of customers from the past 12 to 24 months. Send a simple reactivation email that says something like “We’re offering our past customers a special off-season rate. Would you like me to get you scheduled?” For high-value customers, follow up with a personal call or text.

2. Create a Slow Season Special

Give people a reason to book now. Move them to action. Create bundled service packages like House Wash plus Gutter Cleaning or add a time-limited offer such as “Book before November 15th and save 15 percent.” Promote it hard through social media, email, and local community groups.

3. Leverage Your Google Business Profile

Your Google profile is free and underused by most contractors. Post updates, offers, and before-and-after photos every week. Ask your best customers for reviews and make it as easy as possible for them to leave one. Use the Questions section to add helpful information that also sells your services.

4. Run Retargeting Ads for Pennies

You do not need a big ad budget in the off-season. Use Facebook and Instagram retargeting to show ads to people who have visited your site in the past six months. Keep the message simple and focused on seasonal specials, customer testimonials, or urgency to book before the year ends.

5. Launch a Referral Rewards Program

Word-of-mouth works all year. Give it a boost by offering an incentive. For example, give both the referrer and the new customer a discount or gift card. Create a visual post for social media so it is easy for people to share.

6. Build Strategic Partnerships

Connect with other service providers who target the same audience. A pressure washer can partner with a landscaper. A painter can team up with a window cleaner. Swap referrals, run joint promotions, and tag each other’s businesses online to expand reach.

7. Email Like a Pro

Email is one of the highest ROI marketing tools you can use. Send a mix of weekly tips, seasonal advice, and promotions. This keeps your brand in front of customers so you are the first call when they need work done.

8. Film How-To or Behind-the-Scenes Content

You might not be working as much, but you can still be marketing. Film short videos showing equipment care, DIY maintenance tips, or debunking industry myths. This type of content builds authority and keeps you top-of-mind.

9. Offer Maintenance Plans

Turn one-time customers into year-round clients by offering scheduled services. For example, quarterly window cleaning or seasonal pressure washing. Set up recurring billing to create steady cash flow through the year.

10. Optimize Your Website for Conversions

If you have fewer visitors, you need every click to count. Make sure your phone number is clickable on mobile. Add strong calls to action like “Get Your Free Quote Today” and place testimonials with before-and-after photos in highly visible spots.

11. Host a Community Event or Giveaway

Increase visibility by getting involved locally. Partner with a charity, host a holiday giveaway, or donate a free service in exchange for email signups. Share it across local Facebook groups, event calendars, and your social channels.

12. Book Next Year’s Work Now

Secure work for the upcoming busy season while people are thinking about it. Offer early-bird pricing for spring bookings and collect deposits now to secure those spots. This locks in future revenue and keeps your schedule ahead of the competition.

Final Survival Tip

Slow season is only slow if you let it be.

The most successful contractors treat these months as their secret weapon... A time to strengthen customer relationships, build their brand, and prepare for explosive growth when the busy season returns.

If you want a tailored 90-Day Survive and Thrive Marketing Plan built specifically for your business, Dab Marketing can help you turn the slow season into a growth season. Contact Us