Fall Is Coming: Here's How to Re-engage Your Past Customers for More Business

By Dipa Gandhi

 

 

Read it to me! Click the video below.

 

As the summer heat winds down and fall approaches, many service area businesses, especially in home services, might start noticing a slowdown in leads. However, this doesn't have to be the case for you. Reactivating past customers before fall can be an incredibly effective strategy to ramp up your business and secure more revenue as the season shifts.

The Problem: A Slowing Downturn in Leads

Fall typically brings in more competition for home service contractors. Homeowners start focusing on prepping their homes for winter, which means your competitors will be vying for the same leads. But that doesn't mean you have to sit idle and wait for the phone to stop ringing. Many contractors make the mistake of focusing solely on new leads, but past customers offer a goldmine of opportunities.

The challenge is: how do you reignite those relationships and turn them into business?

The Agitation: Why Let Those Leads Go Cold?

Ignoring past customers can cost you more than just lost opportunities. Here’s why:

• Increased Customer Acquisition Costs: It's 5 times more expensive to attract a new customer than to retain an existing one. By focusing all your efforts on new leads, you might be overlooking an audience that already knows, likes, and trusts you.
• Missed Repeat Business: Many homeowners only need a service once or twice a year. For example, a roofer might fix a roof now but will be back in a year or two when new issues arise. Without re-engaging them, they might turn to someone else.
• Erosion of Your Customer Base: Failing to stay top-of-mind with past customers can lead to the erosion of your client base over time. If customers forget about your business or feel neglected, they may opt for a competitor when the next project arises.

The Solution: Simple Strategies to Reactivate Past Customers

Reactivating past customers doesn't need to be complicated or expensive. Here’s how you can do it before fall:

• Send a Personalized Email or Text: Reach out with a personalized message reminding them of the service you provided and offer them a discount or promotion for fall. For instance, if you’re a landscaper, you could offer a "Fall Cleanup Special" that includes gutter cleaning or lawn aeration. Personalization goes a long way in showing your customers that you value them.
• Follow Up with Phone Calls: A simple phone call can work wonders. Remind your past customers about your services, ask if they need any maintenance or repairs before the season changes, and offer them a discount for booking again. This builds a personal connection that an email or text simply can't replicate.
• Use a Referral Program: Offer past customers a referral bonus for sending new clients your way. Even if they don’t need your services now, they may know someone who does. Referral programs turn satisfied customers into brand ambassadors.
• Offer Season-Specific Services: Tailor your services to meet the needs of fall. For example, if you’re a painter, offer a "Fall Exterior Painting Special" before the weather turns. For HVAC contractors, remind customers about seasonal maintenance to prepare for colder temperatures.
• Leverage Google Ads & Social Media: Running a retargeting campaign on platforms like Google Ads and Facebook is a cost-effective way to reach past customers who may have forgotten about you. You can target users who visited your website or interacted with your business in the past, bringing them back into your funnel.
• Provide Valuable Content: Send out useful information such as seasonal maintenance tips or fall preparation checklists. This adds value to your relationship with customers and positions you as the go-to expert in your field.

Real-Life Example

Let’s take the example of a plumber, Jim, who specializes in emergency repairs. In the fall, he noticed fewer calls coming in, and he was worried about a potential slowdown. Instead of relying solely on new leads, Jim reached out to past clients who had used his services during the previous year. He sent them a quick text offering a "Fall Plumbing Check-Up" at a discounted rate.

The response was overwhelming—he managed to secure several bookings within a few days. Jim also started offering referrals to customers who sent in new clients, which led to an increase in new business as well. His re-engagement with past customers turned what would have been a slow season into a productive one.

Conclusion: Don’t Wait for Fall to Arrive—Take Action Now!

The key to keeping your business flowing through fall is staying connected with your past customers. It’s a simple but powerful approach that pays off in spades. By reaching out and offering value, you’ll not only ensure that business keeps coming in but also build stronger, long-term relationships with your clients.

If you haven’t started reactivating past customers yet, now is the perfect time. The quicker you get started, the quicker you’ll see the results.