Watermark Water Cooler: Marketing Strategies for Winter Success

Winter can be a challenging season for general contractors and construction companies, but it’s also an opportunity.

In , Cameron and Alexa talk through the common pain points contractors face in colder months, from stalled project pipelines to a loss of internal momentum, and how to turn this slower season into a strategic advantage.

Drawing on real conversations with contractors across Colorado and beyond, they explore practical, data-informed ways to keep your business active and visible when many others go quiet.

Construction work naturally slows in the winter due to weather, but Cameron notes that what really holds contractors back is a mindset shift. Many go into hibernation mode, assuming that no one is hiring, so they cut or pause ad campaigns altogether. This reaction often creates a longer-term issue — when spring hits, those businesses have lost visibility, slowed momentum, and are starting from scratch.

Instead of stopping entirely, contractors can run smart, seasonal campaigns that acknowledge the realities of winter while continuing to build brand awareness. Offering limited-time discounts, promoting indoor services, or teasing availability for spring projects can keep leads coming in. Even if clients aren’t ready to book right away, staying top of mind ensures you're their first call when they are.

Winter is an ideal time to — blog posts, videos, case studies, or email updates — that reinforce your expertise and show the work you’ve done. Content helps contractors remain relevant during downtime and positions them as thought leaders when prospects are planning future projects. can still run on a leaner budget by focusing on retargeting or zip-code-based campaigns, which are cost-effective and highly specific.

With fewer active projects, winter is the perfect time to reassess your brand, audience targeting, and internal systems. Contractors can update their portfolios, identify key personas, audit their CRM setup, and clarify what makes their business unique. This kind of foundational work creates a stronger base for the busy season, helping teams move faster and more effectively when demand picks up.

Cameron emphasizes that Watermark isn’t a "set-it-and-forget-it agency." Every contractor client receives a tailored strategy based on their business goals, unique differentiators, and local market. The Watermark team takes pride in building long-term partnerships — staying nimble, responsive, and focused on delivering quality leads through personalized marketing strategies.

Don’t stop your marketing in winter — just be smarter about how you do it. With the right strategy, the slow season can become your setup for long-term success.

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