Winter is traditionally the slowest season for construction in many parts of the country. But this is San Antonio…our winters are mild, and plenty of homeowners want projects done before the holidays or during the quieter months. The question is whether they know you are available.
Email marketing is the most direct way to reach past clients, warm prospects, and referral sources to fill your winter schedule. Here is how to do it right. For more construction marketing, our year-end website optimization guide for construction and spring social media strategies for building season cover the transition into the new year.
Email Your Past Clients First
Your past clients already trust you. They have seen your work. A simple, personal email can generate repeat business or referrals:
“Hi [name], hope you’re doing well. The holidays are coming up, and we’ve got some openings in our schedule for November and December. If you’ve been thinking about any home improvements…a guest bathroom remodel, new flooring, a garage conversion…now is actually a great time. We can often move faster during winter months. Let me know if you’d like to talk.” For more on building client loyalty through personal outreach, our customer retention strategies for San Antonio contractors covers year-round approaches.
Short, personal, and helpful. Not a sales pitch…an offer from someone they already know.
Create a “Beat the Holiday Rush” Campaign
Many homeowners want projects finished before Thanksgiving or Christmas, when guests arrive. Build a campaign around this urgency:
Email 1 (early November): “Want your home guest-ready for the holidays? Book now and we’ll finish before Thanksgiving.”
Email 2 (mid-November): Feature a recent before-and-after project with a brief story. “The Martinez family in Stone Oak wanted their kitchen done before hosting Christmas dinner. We delivered in three weeks.”
Email 3 (late November): “December slots are filling up. If you’ve been on the fence about a project, now is the time to commit.”
Each email should have one clear call to action…schedule a consultation, call for a free estimate, or reply to the email.
Highlight the Advantages of Winter Construction
Most people assume winter is a bad time for construction. Educate them otherwise. In a dedicated email or blog post, explain:
- San Antonio winters are mild. Most outdoor projects can continue through December and January without weather delays.
- Faster scheduling. Less demand means your crew can start sooner and dedicate more time to the project.
- Better pricing. Some suppliers offer off-season discounts on materials, which can translate to savings for the homeowner.
- Ready for spring. A project completed in winter means they get to enjoy the results when the weather turns warm.
This kind of content shifts perceptions and opens up a booking window that most homeowners were not considering.
Build Your List for 2023
November is also a smart time to grow your email list for next year. Add a sign-up form to your website with a compelling lead magnet:
- “Download our 2023 Home Renovation Planning Guide”
- “Get our free remodeling cost estimator for San Antonio homes”
- “Sign up for seasonal project ideas and exclusive offers”
Promote the sign-up on your social media and Google Business Profile. Every new subscriber is a potential spring or summer client.
Small Business Saturday Tie-In
Small Business Saturday falls on November 26 this year. Use it as an excuse to send an email celebrating your status as a local, San Antonio-based business:
“This Saturday is Small Business Saturday, and we’re proud to be a small business serving San Antonio families since [year]. Thank you for choosing local. If you’ve been thinking about a home project, we’d love to earn your business.”
It is a feel-good message that keeps you top of mind during a weekend when the whole country is celebrating small business.
Keep the Pipeline Full
The construction companies in San Antonio that avoid winter slowdowns are the ones that market proactively. Do not wait for the phone to ring. Reach into your email list and remind people you are here, you are available, and you do great work.
For free email templates and construction marketing guides, visit https://gift.growmysmallbusiness.com/.