At some points during the year, a home service public relations strategy practically runs itself. Those summer months where the sun is blazing hot keeps the phones ringing for HVAC companies. As someone whose AC has gone out in the middle of summer, I can attest to that one.
And those frigid winter months? Those phones ring just as much when the heat goes out. Plumbing businesses have a healthy dose of the action, too, thanks to frozen pipe disasters. Those hot months and those cold months — and the emergency calls that come with them — aren’t surprises. Neither are the shoulder months that you work through each year.
PR doesn’t take time off
Here’s the thing you need to keep in mind, though: A PR plan should be at full capacity year-round. Even if the calls are coming in like crazy, your PR team should still be hitting the streets. You want to keep that momentum building.
Our CEO Heather Ripley addressed this in a December 2023 Contractor article:
It can take time to build that momentum in your target market. That’s why it’s so important that a contractor really evaluate the upcoming year and create a plan around that, which includes advertising, marketing and public relations. You know when the weather will turn and homeowners will have your phone ringing off the hook. You know when your shoulder season is. You know what tactics you need and when you need them in terms of running your business. Public relations can supplement those tactics and will help your business grow, but it’s not going to happen overnight.
The right home services PR partner can find ways to help you connect with your customers and position you as a valued source for local news outlets during heatwaves, blizzards and on ordinary days that ends in y.
You might be busy now, but you need a plan in place for those slower months. Start making it now by contacting us today at (865) 977-1973.
