Sure, it’s the “busy” season. The phones are ringing. Your appointment calendar looks as good right now as at any other point in the year, right? You’re way too busy to do a deep dive into your overall marketing program.

But don’t forget, winter is coming. Thinking about how you have, are and will spend your market dollars should still be on your “to do” list.

Here are five home improvement marketing ideas/tasks that you can think about and/or do starting today…

  • Figure out how you’ve done so far. A quick and easy way to evaluate the success of your home improvement marketing efforts for 2016 is to compare top-line revenue through August to your overall marketing spend. In markets that you essentially own, 5-7 percent marketing costs may be acceptable. In larger markets where you have a lot of mouths to feed, you may be OK at 10-15 percent. If overall marketing costs as a percent of revenue are over 20-25 percent, it may be time for a complete review to see what’s working and what is not.
  • To market or not to market. There’s an obvious temptation to spend less during busy season. But one of the reasons they call it busy season is that there are more potential buyers in the market. With the extended amount of research that folks do today before reaching out to a salesperson, an effective marketing spend in September and October can pay dividends all the way up until spring.
  • Sales training success. Another area that you’ll be tempted to cut back in. After all, more time spent training, less time spent running all of those extra leads. The better way to look at it is your team will have many more opportunities to put into use the things they learn. How is this a marketing function, you might ask? See No. 1.
  • Cultivate reviews and case studies. More business means more opportunities for these types of activities that yield profits throughout the entire year. Although they are a little more time consuming, I believe case studies can be much more effective than testimonials. You get the opportunity to have the homeowner define their issues, tell how you solved their problem, and how well you did it.
  • Create a special marketing program. Back in my territory management days, I was blessed to work with several dealer partners who were home improvement marketing geniuses, in my estimation. These were the kind of folks who planned ahead for the “slow season.” They’d take a certain market segment, say previous customers, and create a whole program around them. These were the same guys who ordered as many windows in November, December and January as they did in March and April.

Figure out how you can apply these ideas, and so many others that you’re probably already thinking about, and you’ll drive leads and sales way beyond your normal busy season.

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