What Smart Contractors Do During the Slow Season
If you're in the trades, you already know winter can feel like business is frozen. But what if the slow season was actually the best time to leap ahead of your competitors?
While most contractors wait for the phone to ring again, the smart ones treat the off-season like a launchpad. This is the time when real business growth starts—not when you're buried in jobs, but when you have space to think, plan, and build.
The slow season doesn't have to be a dead season. Use it right, and you'll come out swinging in Q1.
1. Refresh Your Website
Your website is your digital storefront. When's the last time you looked at it on your phone? Slow seasons are a perfect time to make your website a better lead-generating machine.
- Update old photos, broken links, and outdated services
- Add new reviews and job photos to boost trust
- Test your contact forms – are they even working?
- Make sure the site loads fast and looks great on mobile
Contractor marketing starts with your website. Don't let a clunky, outdated site lose you leads.
2. Double Down on Review Management
Before anyone picks up the phone to call you, they're checking your reviews. The question is: what are they seeing?
- Follow up on jobs from the past few months and ask for reviews
- Automate review requests so they keep coming in
- Respond to all reviews – especially the good ones
- Claim and update your listings on Google, Yelp, Angi, and more
- Show off your best reviews on your site and social media
If managing reviews feels like a job in itself, automated review management (like the one built into Footbridge Media's contractor marketing program) will save you hours of manual outreach.
3. Warm Up Old Leads
You've probably got a list of past estimates and cold leads just sitting there. The slow season is the perfect time to bring those conversations back to life.
Start by reaching out to people who got an estimate earlier this year but never pulled the trigger. A quick email or text to check in—nothing pushy—can reopen the door.
Offer a seasonal incentive or a limited-time discount to sweeten the deal. Sometimes all it takes is a gentle nudge to move a cold lead to a booked job.
If you've got a CRM or client list, consider building a short email campaign that keeps your name top of mind. Think helpful tips, past project highlights, or even a simple holiday greeting.
Just be present and helpful. It's not about the hard sell—it's about being the one they remember when they're ready.
And if you're not using email regularly, it's time. Here's how to get started with email newsletters for contractors.
4. Build a Killer Portfolio
You don't need a fancy camera to showcase great work. Just be consistent and intentional.
- Gather before-and-after photos from recent jobs
- Tell a short story about the problem you solved
- Add client quotes and testimonials
- Post regularly on social media and your website
Want your photos to work harder for you? Add them to your blog and project pages to help with local SEO.
5. Plan Your Q1 Campaigns
When spring hits, it's too late to start planning. Get your marketing ducks in a row now.
- Map out which services you want to promote
- Set your marketing budget early
- Create a calendar for emails, social posts, and ads
- Prep any print or promo materials ahead of time
- Decide on ad channels like traditional Google Ads or Local Service Ads
Smart planning now means you're not scrambling when leads start rolling in.
Don't wait for the rush to start making your marketing decisions. Plan your attack early.
Most contractors go quiet in the slow season. That's your chance to stand out.
Clean up your digital presence. Reconnect with leads. Build a stronger online brand. And walk into Q1 with confidence.
If you need help updating your website, managing reviews, or building your next marketing campaign, the pros at Footbridge Media are always ready to help. Our contractor marketing program is how we can start our partnership to simplify your marketing systems work on your lead generation journey.
Frequently Asked Questions
Contractors should focus on website updates, review management, warming up cold leads, building a project portfolio, and planning Q1 marketing campaigns.
Reach out to recent clients, automate review requests, and respond to all reviews. Also, keep your listings updated on review platforms like Google and Yelp.
Planning early allows you to hit the ground running when demand returns. With your marketing ready, you can focus on closing leads instead of scrambling to get noticed.
About Chris Lonergan
Chris Lonergan has over 13 years of contractor marketing experience with Footbridge Media. With a background in web design, print design, content creation, and online marketing, Chris is focused on providing quality marketing and business solutions in the construction and service industries - helping small business owners to more efficiently manage their companies and grow their operations.
Chris Lonergan has previously contributed to and/or been featured in PM Magazine (Plumbing & Mechanical | Contractors x Engineers), theNEWS (ACHR - Air Conditioning | Heating | Refrigeration), Turf Magazine (For Landscaping and Green Industry Professionals) Service Roundtable's blog, inPAINT Magazine, the SMB Marketing Agency Show, and the Green Industry Podcast. Chris is also a past SGI/CertainPath breakout session presenter.
