For many contractors, January is the quietest month of the year. Holiday bills arrive, the weather is bad and calls drop. But January is also when homeowners plan the year: the bathroom that bothered them while guests were over, the kitchen they want before summer, the roof that leaked in December. Contractors who prepare in December start the year with booked estimates instead of an empty calendar.
In this article
What homeowners book in January
- interior remodeling: bathrooms, kitchens, basements and closets;
- repairs found during the holidays: leaks, drafts, broken fixtures and electrical problems;
- heating, insulation and water heater work during cold snaps;
- spring projects that need design and permits now: decks, additions, roofing and siding.
Set it up in December
- update your Google Business Profile with winter services and new photos;
- write one page on your website for each January job you want;
- prepare a past-customer list with what each one bought and when;
- schedule ads and emails for the first business day of January.
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Keep the ads on
Many contractors pause ads in January. That usually lowers competition and cost per click. Keep a steady budget, focus the ads on the jobs you want and send traffic to pages about those jobs.
Call your past customers
A customer who hired you before is the easiest lead you will get. Send a personal text or email with a seasonal offer: a free inspection, a priority spring slot or a discount for booking design work in January.
Follow up on old estimates
Pull every estimate from the last six months that did not close. Many homeowners delayed because of the holidays. A short message asking if they still want the work often revives a few jobs.
Offer financing
In January, homeowners have holiday bills. A monthly payment option helps them say yes to a project now instead of later.
Book spring now
Offer an early-booking discount for spring projects signed in January and February. It fills your calendar and gives you cash for deposits in the slowest months.
An example
A deck and remodeling company in Pennsylvania kept its ads running through January, emailed 640 past customers on January 5 and followed up 48 open estimates. It booked 31 estimates and signed 11 jobs worth $162,000 in January, its best January in five years.
Common mistakes
Pausing all marketing, waiting until February to plan, ignoring past customers, letting old estimates die and offering deep discounts instead of early-booking incentives.
Turn your work into your best advertising.
We help home service contractors turn real projects, videos and events into a steady flow of local leads and booked estimates.
Frequently asked questions
Should contractors cut their ad budget in January?
Usually not. Competition often drops in January because many contractors pause their ads, so costs can be lower and the leads are homeowners planning real projects. Keep a steady budget, focus on the jobs you want for spring and make sure every call is answered.