After the holidays, homeowners look around a house that just hosted family for weeks and make a list: the bathroom that needs a remodel, the deck that is falling apart, the basement they want to finish. January is when that list turns into searches, quote requests and budget conversations. Many contractors are slow in January and do little marketing. That is exactly why the ones who show up get the best projects of the year.
In this article
Projects homeowners plan in January
- kitchen and bathroom remodels;
- basement finishing and home additions;
- roof, siding and window replacements before spring storms;
- decks, patios and outdoor kitchens for summer;
- energy upgrades: insulation, heat pumps, solar.
Big projects take months to design, approve and finance. Homeowners who want them done by summer start in January.
When they start looking
Research begins right after Christmas and peaks in the first three weeks of January. Tax refunds in February and March then turn many plans into signed contracts. Your marketing should run from December 26 through March.
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What to publish
Give homeowners what they search for while they plan:
- a project cost guide for your area, with real price ranges;
- a simple timeline: design, permits, materials, construction;
- before-and-after photos with the budget and duration of each job;
- answers to common questions, like "Do I need a permit for a deck?".
Helpful, specific pages rank on Google and build trust before the first call.
Ads and email
Run Google Search ads on project keywords in your service area and Facebook ads with real project photos. Email past customers and old leads in the first week of January: "Planning a project for 2027? We are booking spring start dates now."
Offers that work
- priority spring start dates for contracts signed by a deadline;
- free design consultation in January;
- financing options explained in simple monthly numbers;
- a price lock on materials for jobs booked now.
Answer fast and book the estimate
January leads compare three or four contractors. Reply within minutes, ask about budget and timeline, and book the estimate in the same conversation. Send a clear proposal within a few days, while the homeowner is still excited.
An example
A remodeling company in Ohio published a 2027 kitchen remodel cost guide in December and ran search ads from December 26. In January it received 96 quote requests, booked 41 estimates and signed 14 kitchen and bath projects with spring start dates.
Common mistakes
Stopping marketing in January, generic pages with no prices, slow replies, sending proposals two weeks later and not following up homeowners who said "maybe in spring".
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
When should a contractor start New Year marketing?
Start in the last week of December. Homeowners begin researching between Christmas and New Year's Day, when they are home and looking at their house. Have your ads, emails and landing page ready before Christmas, so they run from December 26 through February.