How to Generate Leads During the Late-Summer Slump

By Dipa Gandhi

 

 

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Home service contractors know the rhythm of the seasons all too well. The phone rings nonstop in spring and early summer. But then, as August creeps in, something shifts. Leads dry up. Crews sit idle. Panic starts to build.

This late-summer slump isn’t your imagination—it’s a real and recurring challenge for service area businesses. Homeowners take vacations. Kids go back to school. Projects get pushed to fall. But your expenses don’t pause just because the leads do.

So what can you do about it?

When the Calls Stop Coming In

You’re not alone if you notice a dip in business during August. The phenomenon hits many sectors hard—roofers, landscapers, pressure washers, painters, HVAC pros, and more. Here's why:

• Seasonal distractions: Families prioritize back-to-school shopping, last-minute vacations, and sports tryouts.
• Budget fatigue: After spending on spring maintenance or summer upgrades, homeowners hold off on new projects.
• Heat fatigue: In many areas, the scorching weather deters outdoor projects altogether.

Take Josh, a landscaper in Arizona. From March to June, he could barely keep up with demand. But come August, inquiries dropped by half. His crew started going home early. He had to dip into savings just to cover payroll.

Slump Stress: The Hidden Costs of Inaction

The danger of the slump isn’t just fewer calls—it’s what happens when your business becomes reactive instead of proactive.

• Idle crews mean wasted payroll and lost momentum.
• Low visibility allows competitors to gain ground.
• Marketing gaps in August can mean fewer leads in September and October, when demand picks up again.

Waiting for the phone to ring is risky. Josh found that out the hard way. By the time fall cleanup season rolled around, he had no new contracts lined up and had to scramble just to catch up.

Proactive Strategies to Spark Lead Flow

The good news? There are proven ways to beat the late-summer blues. Businesses that stay visible and active during slow periods are the ones that dominate when things pick up again.

Here’s how to stay ahead:

1. Run Short-Term Google Ads Campaigns

Even with a smaller budget, running targeted Google Ads during slow periods can help fill the gap. Fewer contractors advertise in August, which often means:

• Lower competition
• Reduced cost per click (CPC)
• More visibility for the same budget

One painting contractor in Florida added a $300 ad budget during the 3rd week of August. They landed two jobs that brought in over $3,000—more than a 10x ROI.

2. Promote Off-Season Discounts

Offer limited-time deals or incentives to spark interest. Position them as back-to-school or end-of-summer specials. Some examples:

• “15% off roof inspections booked before Labor Day”
• “Backyard cleanup special – ends August 31st”
• “Book your fall painting now and save $200.”

Urgency drives action—even during sluggish months.

3. Re-engage Your Past Customers

Your existing customer list is a goldmine. Send a quick email or text blast with:

• A thank-you message and referral incentive
• A seasonal check-in (“Is your A/C ready for Labor Day?”)
• A link to schedule service before prices go up in the fall

Reactivating your database doesn’t cost anything, and it often works. One HVAC tech in Nevada re-booked 7 past clients with a single email campaign.

4. Double Down on Local SEO

Make sure your Google Business Profile (GBP) is optimized:

• Add recent photos of jobs
• Respond to all reviews
• Post updates or offers weekly

Even small updates signal activity to both Google and potential customers. This keeps you visible and relevant when leads start searching again.

5. Ask for Reviews While It’s Quiet

Use the downtime to follow up with satisfied customers and ask for a review. A stronger online reputation leads to:

• Higher rankings
• More trust
• Increased conversions

Plus, customers are more likely to respond when you’re not overwhelmed with jobs.

Staying in the Game Means Playing Smarter

The late-summer slump is real, but it doesn’t have to define your season. Contractors who stay aggressive during slow periods don’t just survive—they build momentum that carries them into fall.

Josh learned this. He called in some help, launched a targeted Google Ads campaign, and reactivated his email list. Within two weeks, the phones were ringing again. His crew stayed busy, and by mid-September, he was booked two weeks out.

Don't sit back and hope. Be the contractor who takes action when others go quiet.