Happy 4th of July week, San Antonio. While the city celebrates with barbecues, fireworks at Woodlawn Lake, and gatherings across every neighborhood, it’s a good time for home services business owners to step back and think about the big picture.
You’re halfway through the year. How many of the customers you served in January have come back? If you’re like most plumbing, HVAC, electrical, and handyman companies, the answer is: not enough.
Let’s fix that in the second half of 2021.
Start a Maintenance Reminder Program
The easiest way to get customers to come back is to tell them when it’s time. Most homeowners don’t track when they last had their AC serviced, their water heater flushed, or their gutters cleaned. But you have that data.
Set up a simple system…even a spreadsheet works…to track when each customer’s next service is due. Then send a reminder email or text 30 days before:
“Hi [name], it’s been about six months since we serviced your AC at your home in Stone Oak. San Antonio summers are brutal on HVAC systems…would you like to schedule your mid-year tune-up? Reply YES and we’ll get you on the calendar.”
This single tactic can double your repeat business rate. When fall arrives, pairing maintenance reminders with a solid website that generates leads for your home services business maximizes your second-half performance.
Launch a Loyalty Discount
Reward customers who come back. It doesn’t have to be complicated:
- “Book your third service with us, get 10% off.”
- “Annual maintenance plan: two AC tune-ups per year at a flat rate of $149.”
- “Returning customers get priority scheduling…call before 9am and we’ll be there today.”
The loyalty discount doesn’t need to be huge. It just needs to exist. It gives customers a reason to choose you over the competitor whose flyer they just got in the mail. For more on turning summer customers into year-round clients, our summer customer retention guide for home services expands on these loyalty-building tactics.
Ask for Feedback at the 6-Month Mark
For any customer you served in January through March, now is the time to check in. Send a brief survey or a simple email:
“Hey [name], we serviced your [system/appliance] back in [month]. Just wanted to check…is everything still running smoothly? If you’ve noticed any issues, let us know. We’re happy to take a look.”
This accomplishes three things: it shows you care, it catches problems before they become emergencies (and bad reviews), and it opens the door for additional work.
Create a Referral Incentive
Your happy customers know other homeowners. In San Antonio’s close-knit neighborhoods…from Terrell Hills to the Westside…word of mouth is still the most powerful marketing channel.
Make it official: “Refer a neighbor and you both get $25 off your next service.” Or partner with a local business: “Refer a friend, and we’ll send them a $20 gift card to [local restaurant].”
Put the referral offer on a card and hand it to every satisfied customer. Include it in your follow-up emails. Mention it when you close out a job.
The Mid-Year Mindset
July is the perfect time to shift from “get new customers” mode to “keep the ones I have” mode. Retention is cheaper than acquisition, more predictable, and it compounds. A customer who comes back three times a year is worth more than three one-time customers.
Invest in retention now, and you’ll feel the difference by December. For more year-end retention tactics, our guide on ending the year right with customer retention for San Antonio home services covers strategies that cap off the year strong.
Grow My Small Business helps San Antonio home services companies build websites and marketing systems that drive loyalty and repeat business. Get free tools and resources at https://gift.growmysmallbusiness.com/.