Introduction
Every trade business hits a quiet spell at some point. It might be January after the Christmas rush. It might be a wet week in August when outdoor work dries up. Or it might just be an unexplained dip that no one saw coming.
The worst thing you can do in a quiet period is nothing. Waiting for the phone to ring rarely works.
The good news is that most trade businesses have more options than they realise. You just need to know where to look.
Step 1: Start With Your Existing Customers
Before you spend a penny on advertising, look at who is already in your contacts.
Your past customers are your warmest leads. They already know your work. They already trust you. And many of them will have something that needs doing if you just remind them you exist.
Go through your contacts and think about:
- Who had a job done in the last couple of years who might need follow-up work?
- Who mentioned something they wanted to do eventually?
- Who has had work done that comes with natural follow-on jobs?
A roofing customer from last spring might need gutters clearing. A kitchen customer might be thinking about a bathroom next. A garden customer might want a fence replaced.
Send a short, friendly message. Something like:
“Hi [Name], just checking in. We are a bit ahead of ourselves at the moment and have some availability over the next few weeks if there is anything you have been thinking about. Happy to pop round for a look. Hope you are well.”
That is it. No pressure. No hard sell. Just a friendly nudge that often turns into a booking.
Step 2: Post Something Useful on Social Media
When your diary is quiet, your social media activity tends to drop too. This is the exact wrong time to go quiet online.
Post a recent job. Post a before and after. Post a useful tip. Post a question that gets people talking.
The more visible you are on social media, the more likely someone who has been thinking about a job will reach out.
If you are struggling to think of what to post, here are a few ideas that always work well:
- A photo of a job you recently finished with a short caption
- A “did you know” tip relevant to your trade
- A before and after transformation
- A behind-the-scenes photo of you at work
- A reminder that you have availability and to get in touch
Post once a day for a week and you will often find something comes from it.
Step 3: Ask Your Best Customers for a Referral
Your happy customers know other people. Homeowners talk to their neighbours, their friends, their family. If someone loved your work, they are usually very willing to recommend you. They just need to be asked.
A quick message to two or three of your best customers can kick off conversations you would not otherwise have had.
Try something like:
“Hi [Name], hope you are doing well. Things are a little quiet at the moment so if you know anyone who might need [your trade], I would really appreciate a mention. Happy to give anyone you refer a small discount as a thank you.”
The referral discount is optional. Sometimes just being asked is enough.
Step 4: Make Sure Your Google Business Profile Is Working Hard
When you have downtime, use it productively. Log into your Google Business Profile and check:
- Are your opening hours correct?
- Is your phone number up to date?
- Have you added any new photos recently?
- When did you last post an update?
Posting on your Google Business Profile tells the algorithm that your business is active. It can boost your visibility in local search results, which means more people find you organically.
Even a short post about current availability or a recent project can help.
Step 5: Consider a Short Local Push
If the above steps have not filled the gap, a short local push can work well.
Options include:
- A targeted Facebook ad with a small daily budget aimed at homeowners in your area. Even 5 pounds a day for two weeks can generate a handful of enquiries.
- A letterbox drop in the streets closest to a recent job. Neighbours of customers you have already impressed are warm prospects.
- A post in a local Facebook group. Many communities have buy-and-sell or recommendations groups where tradespeople can post availability. Keep it simple and avoid anything that looks too salesy.
The Bigger Picture
Quiet spells are part of running a trade business. But the businesses that feel them least are the ones that stay in touch with past customers consistently, keep their online presence active, and have systems in place to capture and respond to enquiries quickly.
If your quiet periods feel more frequent or severe than they should, it might be worth stepping back and looking at your marketing as a whole.
Want to Know Where Your Marketing Has Gaps?
A free Marketing Flight Check from Brightr is a full audit of how your trade business looks and performs online. We will tell you exactly what is working, what is not, and what to prioritise.
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Published by Brightr | wearebrightr.com | Business Class Websites and Growth Engines for the Trades