A code matrix infused with snowflakes to represent winter

Feb 5, 2025

Marketing Strategies for Winter Success: How General Contractors Can Thrive in the Off-Season

by Alexa Taylor

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Winter can feel like a tough stretch for general contractors. Outdoor projects slow down, leads dry up, and the pace can feel frustratingly quiet. But here’s the thing: cold weather doesn’t have to mean sitting idle. With the right strategies, you can use this time to sharpen your marketing, connect with potential clients, and gear up for a busy spring.

This guide explores practical ideas and insights contractors can implement to combat seasonal fluctuations and make the most of the off-season.

Winter’s Challenges (and Hidden Opportunities)

Let’s be honest: winter brings its share of headaches for

contractors

. Fewer outdoor jobs, less client interest, and a crew that’s itching to stay busy. But here’s the flip side: this season is a prime time to regroup and set your business up for a big comeback when the weather warms up.

Fewer leads? Revamp your lead-generation strategy to attract future clients.
Team downtime? Use it for training or tackling long-overdue projects.
Quiet months? Strengthen your marketing to stay top-of-mind with potential clients.

4 Strategies to Help General Contractors Beat the Winter Slump

1. Launch Targeted Seasonal Campaigns

Winter is the perfect time to remind clients about your business. Seasonal campaigns can keep you visible and ready when clients start planning spring projects. Here are a few ideas:

Holiday Promotions: Offer discounts or incentives tied to the winter season, such as discounted rates for bookings made during the holidays or small perks for early spring projects. These promotions can create urgency and keep your calendar filled.
Social Media Ads: Develop attention-grabbing posts that showcase recent projects or highlight winter services you offer, like indoor renovations. Use ads to target local audiences and ensure your name stays top-of-mind.
Email Updates: Send regular
emails
to your client list with useful tips, updates on your services, and reminders about booking early for spring.

2. Offer Winter-Ready Promotions

A percentage symbol surrounded by winter elements

Use the off-season to run special offers that encourage clients to book now for future projects. Some examples include:

Discounts for Early Spring Bookings: Offer a percentage off for clients who commit to projects early. This can help lock in your schedule before the busy season starts.
Bundled Service Deals: Combine complementary services, such as offering discounted inspections or maintenance when paired with larger renovations.
Limited-Time Offers for Winter Services: Promote services that work well in colder weather, like interior remodeling, to keep your crew active and generate revenue during the slower months.

3. Share Your Expertise with Engaging Content

Winter is the season for

storytelling

. Use this quieter time to connect with your audience by sharing content that adds value:

Project Highlights: Showcase recent projects on your website or social media to demonstrate your capabilities and inspire potential clients.
Behind-the-Scenes Videos: Give a glimpse into your day-to-day operations or feature your team’s expertise. This builds trust and shows the human side of your business.
Practical Tips: Share helpful advice for homeowners or businesses, like preparing for spring construction or maintaining their properties during winter.

4. Focus on Lead Nurturing

Winter is also an ideal time to nurture your leads and stay on their radar. Effective lead-nurturing strategies include:

Personalized Follow-Up Emails: Reach out to past and potential clients with
tailored messages
that address their specific needs or follow up on previous inquiries.
Newsletters with Valuable Content: Provide updates on your services, helpful tips, or success stories that keep your audience engaged and thinking of you for future projects.
CRM Tools for Organization: Use CRM software to track your leads, segment your audience, and ensure no potential client falls through the cracks. This helps you maintain consistent communication and build stronger relationships.

Why Winter is a Smart Time for Growth

While it’s tempting to view winter as a slow season, it’s actually a golden opportunity to invest in your business. By staying active, visible, and engaged, you’ll position yourself for a strong spring and beyond.

Build relationships with potential clients

Winter provides the time and space to connect with your audience on a deeper level. Reach out to past clients, engage with prospects, and maintain communication through email or social media. Building these relationships now will pay dividends when they’re ready to start new projects in the spring.

Streamline internal processes and systems

Use the slower months to evaluate and improve your internal operations. Whether it’s adopting a new project management tool, refining your bidding process, or organizing your team’s

workflows

, these improvements can make your business more efficient and effective in the busy months ahead.

Update your marketing materials to reflect your latest work and capabilities

A finger pointing at marketing materials laid out on a table

Winter is a great time to review and refresh your marketing materials.

Update

your website with recent projects, refine your service offerings, and ensure your portfolio highlights your best work. Modern, compelling marketing materials help you stand out and attract the right clients when demand picks up.

How Watermark Helps Contractors Succeed

At Watermark, we understand the unique challenges and opportunities that come with running a contracting business. That’s why our approach is anything but one-size-fits-all. Our small, nimble team takes the time to understand your goals, pain points, and the results you’re striving for.

Rather than offering cookie-cutter solutions, we build

strategies

tailored to your business. Whether it’s designing a seasonal campaign to keep your business visible or crafting a long-term lead-nurturing plan, we collaborate with you every step of the way. We pride ourselves on being more than just a marketing partner—we’re an extension of your team, dedicated to helping your business thrive.

Take Action This Winter

Winter doesn’t have to be slow. By implementing these strategies, you can turn this season into a time of growth and preparation for what’s ahead. Assess your current marketing efforts, identify areas for improvement, and start making changes that will set you up for success.

Remember, the steps you take now will pay off when business picks up. Use the downtime wisely, stay connected with your audience, and position your business to thrive all year long.

Marketing Strategies for Winter Success: How General Contractors Can Thrive in the Off-Season

Winter’s Challenges (and Hidden Opportunities)