The Winter Slowdown Myth
When temperatures drop, many home service pros expect the phones to quiet down — but the truth is, winter can be one of the best times to build brand awareness and fill your schedule. Homeowners might postpone landscaping or exterior remodels, but they still need help with maintenance, repairs, and indoor projects.
In fact, it’s often easier to grab attention in the winter because fewer competitors are marketing. That means your mailers, ads, and offers stand out even more.
Understand What Homeowners Need in Winter
Before you plan your next campaign, think about what’s top-of-mind for customers during colder months. Focus your messaging around seasonal pain points and must-do maintenance tasks like:
-
Roofing and Gutter Care: Promote ice-dam prevention, roof inspections, and gutter cleanouts before major storms hit.
-
HVAC Maintenance: Offer furnace tune-ups, filter replacements, or heating system upgrades.
-
Plumbing Services: Market pipe-insulation and frozen-pipe prevention specials.
-
Snow and Ice Removal: Encourage seasonal contracts or “per-storm” on-demand options.
-
Interior Remodeling: Promote painting, flooring, basement finishing, and kitchen/bath updates for homeowners who want to improve indoor spaces.
Pro tip: Create urgency by using weather-related headlines like “Prevent Costly Winter Damage” or “Avoid Frozen Pipes Before the Next Cold Snap.”
1. Use EDDM® to Target Winter Hotspots
Every Door Direct Mail (EDDM®) is a cost-effective way to stay in front of local homeowners when it matters most. You can target by ZIP code or neighborhood, no mailing list required.
Here’s how to make EDDM work this winter:
-
Target neighborhoods with older homes. They’re more likely to need insulation, roof repairs, or HVAC upgrades.
-
Send three consecutive postcards (a 3-Mail Drop). Hit the same area in December, January, and February to build recognition and trust.
-
Use winter imagery and colors. Snowflakes, cozy homes, or before-and-after visuals help your message feel relevant.
-
Feature time-sensitive offers. Examples:
-
“Book your furnace tune-up before Dec. 15 and save $50!”
-
“Sign up for seasonal snow removal — limited spots available!”
-
“Schedule your pre-spring roof inspection and lock in winter pricing.”
-
Consistency and relevance are key. One postcard introduces your brand. The second builds trust. The third drives action.
2. Add Digital Ads to “Surround” Your Audience
Direct mail works even better when paired with digital ads. While your postcard drives awareness, digital ads keep your brand visible as customers browse online.
Try combining EDDM with these channels:
-
Facebook & Instagram Ads: Retarget local homeowners who visit your website or match your ZIP-code audience.
-
Google Display Ads: Follow up your postcards with banner ads promoting the same offer and imagery.
-
Nextdoor Ads: Reach hyperlocal neighborhoods and reinforce community trust.
-
Spotify or Hulu Ads: Perfect for brand awareness when homeowners are indoors streaming content.
Smart strategy: Match your direct mail offer with your digital ad creative (same headline, image, and CTA). That repetition boosts recall and conversion rates.
3. Stay Top of Mind with Winter-Ready Messaging
Even if homeowners don’t need your services today, regular communication builds familiarity — and when a leak, clog, or storm hits, you’ll be the first business they remember.
Some effective postcard ideas for winter:
-
“Winter is Coming — Is Your Roof Ready?” (Roofing/Gutter Services)
-
“Keep Your Home Cozy and Safe This Winter” (HVAC/Insulation)
-
“Avoid Burst Pipes Before Freezing Temps Hit” (Plumbing)
-
“Snow Happens. Be Ready.” (Snow Removal)
-
“Start Your Spring Projects Early — Book Now and Save” (Remodeling)
Include your logo, photo, website, phone number, and a QR code linking to your seasonal specials or estimate request form.
4. Turn the Off-Season Into a Growth Season
When competitors slow down, smart marketers plan ahead. Use the winter months to:
-
Refresh your postcard designs using Taradel’s free, USPS-compliant EDDM templates
-
Build a 3-Mail Drop campaign to launch in early spring
-
Experiment with targeting in Mapfire to find new high-value routes
-
Collect customer reviews and success stories for next season’s promotions
-
Offer loyalty rewards or maintenance memberships to keep customers engaged year-round
This off-season prep positions your business to dominate when the weather (and demand) warms up again.
5. Keep the Momentum Going
Winter doesn’t have to mean downtime — it can mean opportunity. By staying visible, mailing consistently, and offering services that match the season, your brand stays trusted and your crews stay busy.
Start your next Every Door Direct Mail® campaign today and keep your leads from going cold.
