Summer Specials That Sell: How to Promote Seasonal Offers Online

By Dipa Gandhi

 

 

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When the temperature rises, so does the demand for home services—from AC repairs to deck staining. But if your summer specials are buried in your website or vaguely mentioned on your social media, they’ll likely go unnoticed. Service area businesses often struggle to convert seasonal opportunities into real sales—not because their deals aren’t good, but because their promotion strategies fall flat.

Why Great Summer Offers Go Unnoticed

Too many contractors assume that slashing prices or bundling services will automatically drive calls. But offering a discount isn’t enough. You have to make it visible, urgent, and trustworthy.

Take the case of Brian, a landscaper in Jacksonville. Every summer, he offers 15% off lawn care packages for first-time customers. But in 2023, his phone barely rang. Why? He only mentioned the special once—on a blog post with zero promotion.

Without proper online visibility, even the best deals become wasted opportunities. Seasonal offers need a dedicated digital push, not passive hope.

Lost Sales and the Cost of Invisibility

The pain of poor promotion isn’t just lost sales—it’s lost trust and momentum. When prospects don’t see your business adapting to the season, they assume you’re either booked or outdated.

Worse, your competitors are likely grabbing attention with:

• Paid ads targeting “summer plumbing specials” or “AC tune-up discounts”
• Google Business Profile posts that highlight current deals
• Clear, compelling call outs on their homepage
• Email and SMS blasts that bring offers straight to customer inboxes

When you don’t keep up, you don’t just fall behind—you become invisible.

Turning Summer Specials Into Booked Jobs

So how do you ensure your seasonal offers don’t get lost in the heat? By combining smart messaging with high-visibility tactics tailored to how local customers search and browse.

1. Feature Your Offer Everywhere It Counts

Your summer deal shouldn’t be hidden three clicks deep. It should be:

• Front and center on your homepage or landing page
• Added to your Google Business Profile (use the “Offer” post type)
• Shared weekly on social media with eye-catching visuals
• Included in your email footer and auto-responder

Remember: repetition builds recognition.

2. Use Time Pressure and Clear Value

The best seasonal offers feel exclusive and urgent. Don’t just say “Summer Special”—add context:

• “Valid through August 15”
• “Limited to first 20 appointments”
• “Includes free gutter cleaning with roof wash”

Bonus value and deadlines create motivation.

3. Leverage Google Ads and LSA

Google Ads aren’t just for year-round marketing. Seasonal ads often face lower competition and therefore lower click costs—especially in late spring and early summer when many contractors haven’t activated their campaigns yet.

Use search terms like:

• “summer HVAC deals near me”
• “affordable pest control this summer”
• “pool service discount [city]”

Pair these ads with compelling landing pages that match the offer exactly.

4. Tap Into Existing Contacts

Don’t just chase new leads—reactivate your old ones. Use email and SMS campaigns to alert past customers about:

• Loyalty discounts
• Referral bonuses
• Limited-time add-ons

Reaching out to someone who already knows your work is often faster and cheaper than converting a brand-new prospect.

5. Share Stories and Results

Don't just say you have a deal—show how it helps. If you’re a painter offering a summer house refresh special, include before-and-after photos and a short testimonial:

“We booked Carlos for the Summer Shine special—he painted our whole exterior in one week, and we saved $300!”

Real-life success sells better than hype.