Seasonal Marketing: How HVAC and Plumbing Businesses Should Plan the Year
"January is always slow."
I hear this every year from HVAC and plumbing business owners. And every year, they seem surprised by it.
Here's the thing: seasonal patterns are predictable. You know demand will drop in certain months and spike in others. The question is whether you plan for it or just react to it.
The businesses that thrive year-round don't fight seasonality. They work with it. They ramp up before peak seasons, fill slow seasons with proactive work, and smooth out revenue so they're not scrambling every few months.
Here's how to build a marketing plan that accounts for seasonal patterns instead of being victimized by them.
Understanding Your Seasonal Patterns
HVAC Seasonality in Phoenix
Phoenix HVAC has a predictable pattern:
Peak seasons: - Late April through September (cooling) - Brief heating spike December through February
Shoulder seasons: - October-November (post-summer, pre-winter) - March-April (pre-summer)
Slowest periods: - January (after holiday heating spike) - Late February/early March (before cooling season)
In Phoenix, summer AC absolutely dominates. Those 115-degree days mean emergency calls flood in. Winter heating exists but isn't the emergency that cooling is.
Plumbing Seasonality
Plumbing is less weather-driven but has patterns:
Busier periods: - Holiday season (Thanksgiving through New Year): garbage disposals, guest bathroom issues - Spring (March-May): people start outdoor projects, discover winter damage - Back-to-school (August-September): families preparing homes
Slower periods: - January-February (post-holiday lull) - Mid-summer (people are traveling, not thinking about plumbing)
Emergency plumbing has less seasonality. Pipes burst year-round. But service calls and planned work definitely have patterns.
The Seasonal Marketing Calendar
Q1: January - March
January: The Post-Holiday Lull
Reality: Everyone spent money on holidays. Nobody wants to think about home services.
HVAC strategy: - Push heating tune-ups (use it before you don't need it) - Promote maintenance agreement renewals - Prepare for AC season. Get equipment, hire if needed
Plumbing strategy: - Winter pipe protection content - Water heater maintenance (people used hot water heavily during holidays) - Drain cleaning after heavy holiday cooking
Marketing approach: - Lower ad spend (conversions will be expensive) - Focus on existing customer base - Build content and SEO for upcoming seasons - Offer off-season discounts to fill schedule
February: The Slow Before the Storm
HVAC strategy: - "Get your AC ready before everyone else" messaging - Early-bird AC tune-up specials - Start ramping ad spend mid-February
Plumbing strategy: - Sump pump maintenance (ahead of spring rains) - Water heater replacements (proactive, before summer demand) - Spring cleaning tie-ins (whole-house plumbing inspection)
Marketing approach: - Begin increasing ad spend - Content focused on upcoming spring/summer needs - Capture early planners before competition intensifies
March: Ramp-Up Time
HVAC strategy: - Full AC tune-up campaign launch - "Book now, avoid the rush" messaging - Maintenance agreement push
Plumbing strategy: - Outdoor plumbing prep - Irrigation system startups - Spring inspection specials
Marketing approach: - Increase ad spend significantly - Launch seasonal campaigns - Update ad copy for spring messaging
Q2: April - June
April: Early Peak
HVAC strategy: - AC tune-ups at full volume - First heat wave response ready - Emergency repair ads active
Plumbing strategy: - Outdoor faucet and sprinkler work - AC condensate line clearing (crossover service) - Water heater efficiency before summer
Marketing approach: - Peak ad spend for the year (for HVAC) - Responsive to weather: increase bids when heat spikes - Review and optimize campaigns weekly
May: Full Swing
HVAC strategy: - Emergency AC repair prominent - New installation opportunities - Maintenance plans for captured customers
Plumbing strategy: - Steady service work - Water-saving messaging (heading into summer) - Pool/spa plumbing
Marketing approach: - Maintain high spend - Focus on emergency keywords - Conversion rate optimization
June: Peak Season Arrives
HVAC strategy: - All hands on deck for repairs and installs - May need to pause some advertising if fully booked - Focus on high-value jobs
Plumbing strategy: - Consistent demand - Emergency calls increase with heat - Water heater failures spike
Marketing approach: - Adjust spend based on capacity - Focus on profitable jobs vs. volume - Collect reviews from satisfied customers
Q3: July - September
July-August: The Survival Months (HVAC)
In Phoenix, this is pure survival mode for HVAC.
HVAC strategy: - Manage call volume (often limiting marketing) - Premium pricing for emergency work - Start planting seeds for fall maintenance
Plumbing strategy: - Slab leak detection (ground shifting in heat) - Water heater emergency calls - Monsoon prep (drainage issues)
Marketing approach: - HVAC may reduce spend to manage capacity - Plumbing maintains steady approach - Build content for fall campaigns
September: Transition Time
HVAC strategy: - AC season winding down - Push maintenance agreements for next year - Early heating tune-up promotion
Plumbing strategy: - Fall pipe prep - Water heater maintenance before winter - Drain cleaning campaigns
Marketing approach: - Begin shifting messaging to fall/winter - Maintain moderate spend - Capture end-of-season service calls
Q4: October - December
October: The Shoulder Season
HVAC strategy: - Heating tune-up campaigns - "Don't get caught in the cold" messaging - Maintenance agreement renewals
Plumbing strategy: - Winterization services - Water heater pre-winter checks - Outdoor shut-off reminders
Marketing approach: - Moderate spend with focused campaigns - SEO content for winter topics - Email campaigns to existing customers
November: Pre-Holiday Push
HVAC strategy: - Heating in full swing - Last chance messaging for tune-ups - Gift card promotions for holidays
Plumbing strategy: - Pre-Thanksgiving garbage disposal campaign - "Prepare for guests" messaging - Emergency availability highlighted
Marketing approach: - Strong push before holiday spending - Retargeting campaigns active - Review response strategy
December: Holiday Hustle
HVAC strategy: - Heating emergencies - Gift certificate/maintenance plan gifts - Year-end maintenance push
Plumbing strategy: - Emergency response for holiday disasters - Gift-related promotions - "We're here when others aren't" messaging
Marketing approach: - Maintain visibility - Plan Q1 campaigns - Budget finalization for next year
Budget Allocation by Season
Here's how to allocate annual marketing budget for an HVAC company in Phoenix:
Traditional (reactive) allocation: - Spend evenly throughout the year - Result: Waste money in slow months, underspend in peak
Strategic allocation: - Q1 (Jan-Mar): 15% of annual budget - Q2 (Apr-Jun): 35% of annual budget - Q3 (Jul-Sep): 30% of annual budget - Q4 (Oct-Dec): 20% of annual budget
For a $36,000 annual marketing budget: - Q1: $5,400 ($1,800/month) - Q2: $12,600 ($4,200/month) - Q3: $10,800 ($3,600/month) - Q4: $7,200 ($2,400/month)
Within each quarter, adjust monthly based on actual demand patterns and capacity.
Filling the Slow Seasons
The real opportunity isn't just surviving slow seasons. It's making them productive.
Strategy 1: Maintenance Agreements
Maintenance plans create recurring revenue that smooths seasonality.
How to push during slow season: - Discounted first-year pricing - "Lock in this year's rates" messaging - Bundle with repair work
Result: Predictable income January and February from tune-ups you schedule yourself.
Strategy 2: Proactive Outreach
Your existing customers need service. They just haven't thought about it.
January/February campaign: - Email past customers about AC tune-ups - Direct mail to maintenance agreement holders - Phone calls to past customers who didn't join maintenance plan
Result: You create demand instead of waiting for it.
Strategy 3: Different Services for Different Seasons
HVAC slow season services: - Indoor air quality - Duct cleaning - Insulation evaluation - Thermostat upgrades
Plumbing slow season services: - Whole-house re-pipes - Water filtration systems - Bathroom remodels - Water heater upgrades
These are high-value jobs that customers can delay, so promote them when you have capacity.
Strategy 4: Commercial Work
Commercial HVAC and plumbing often has different seasonality than residential.
Strategy: - Target commercial accounts during residential slow seasons - Many commercial clients prefer off-season work (less disruption) - Higher ticket values offset lower volume
Weather-Responsive Marketing
Beyond seasonal patterns, be ready to respond to weather events.
HVAC Weather Triggers
Heat wave forecast: - Increase bids on emergency keywords - Update ad copy: "115 degrees this week. Is your AC ready?" - Send email blast to customers
Cold snap: - Shift to heating messaging - "Don't let your pipes freeze" cross-sell to plumbing
Plumbing Weather Triggers
Monsoon season: - Drainage-focused advertising - "Protect your home from flooding" - Sump pump and drainage services
Extended freeze: - Pipe protection services - Emergency burst pipe response - Water heater stress messaging
Implementation
Set up alerts: - Weather.com notifications for extreme temps - Google Ads automated rules for bid adjustments - Pre-written ad copy for weather scenarios
When a trigger hits, you should be able to respond within hours, not days.
The 12-Month Marketing Calendar Template
Here's a starting template to customize for your business:
| Month | Primary Focus | Secondary Focus | Ad Spend % | |-------|--------------|-----------------|------------| | Jan | Maintenance plans | Off-season promos | 5% | | Feb | Early-bird tune-ups | Content building | 6% | | Mar | Spring tune-up launch | Ramp-up | 8% | | Apr | Peak AC tune-ups | Emergency prep | 12% | | May | Emergency + install | Maintenance capture | 14% | | Jun | Capacity management | Review collection | 12% | | Jul | Emergency focus | Premium pricing | 10% | | Aug | Late-summer push | Fall prep start | 9% | | Sep | Transition messaging | Fall tune-up launch | 7% | | Oct | Heating tune-ups | Maintenance renewals | 6% | | Nov | Pre-holiday push | Gift promotions | 6% | | Dec | Holiday emergencies | Year-end planning | 5% |
Adjust percentages based on your actual patterns. Track results and refine each year.
Common Mistakes
Mistake 1: Flat Monthly Budget
Spending the same amount every month ignores reality. Leads cost more in slow seasons (fewer searchers, same competition) and less in peak seasons (more volume).
Allocate budget to when it works hardest.
Mistake 2: Starting Campaigns Too Late
If you wait until June to ramp up AC marketing, you've missed the people who plan ahead.
Start seasonal campaigns 6-8 weeks before peak demand.
Mistake 3: Stopping Marketing in Slow Seasons
Zero marketing = zero leads. Even slow seasons have some demand.
Reduce budget, but don't disappear.
Mistake 4: Ignoring Maintenance Plans
Maintenance agreements are the best tool for fighting seasonality. Every plan you sell is a scheduled job in a slow month.
Prioritize maintenance plan sales in peak season when you have customers' attention.
Mistake 5: Not Tracking Seasonal Patterns
If you don't track monthly lead volume and cost per lead, you can't optimize.
Review data from previous years to inform this year's strategy.
Ready to stop being surprised by seasonal patterns? [Let's build a marketing calendar](/contact) that keeps leads flowing year-round.