From Feast or Famine to Steady 12 Month Revenue
A Simi Valley HVAC contractor ended seasonal revenue swings by combining shoulder season maintenance campaigns with AI lead nurturing that followed up for months.
40%
Increase in Shoulder Season Revenue
Timeline
6 months to full year round consistency
Investment
$3,500 per month combined ad spend and management
An established HVAC company in Simi Valley built a strong business on emergency calls during peak summer and winter. The problem was March through May and September through November, when phones stopped ringing and technicians sat idle. We built a year round strategy centered on maintenance plan signups during shoulder seasons and AI lead nurturing for prospects who were not ready to buy. The result was 156 new maintenance plan signups in six months and 40 percent higher shoulder season revenue.
Six Months of Revenue Drought Every Year
This family owned HVAC business was doing well by typical industry standards, pulling in $1.2 million annually with a team of six technicians. The problem was the revenue was concentrated in four months of the year. From March through May and September through November, new job bookings dropped 75 percent. The owner had tried newspaper ads, radio spots, and even a billboard with no measurable return.
Key Pain Points
- 75 percent drop in new job bookings during shoulder seasons
- Technicians idle and underutilized during 6 months of the year
- Previous advertising attempts showed no measurable return
- No systematic customer retention or follow up with past clients
- Emergency call only business model meant no recurring revenue
Convert Existing Customers and Nurture Cold Leads
The winning insight was that the business had 2,800 past customers sitting in their QuickBooks history with zero follow up. These were people who had already paid for a repair or install and were prime candidates for an annual maintenance plan. We also realized that most HVAC leads take 30 to 90 days to convert, so a system that nurtured leads over months was critical.
Month 1: Customer Reactivation
Imported 2,800 past customers into a CRM. Built and sent a three email sequence plus SMS campaign offering a $99 annual maintenance plan. Generated 83 signups in 30 days with zero ad spend.
Month 2: Paid Shoulder Season Campaigns
Launched Facebook and Google Ads campaigns promoting the maintenance plan to homeowners ages 35 to 70 within 20 miles.
Months 3 to 6: Lead Nurture Build Out
Built a 90 day email and SMS nurture sequence for leads who were not ready to buy. Integrated AI receptionist to answer after hours emergency calls during peak seasons.
The Year Round Playbook
The campaign strategy shifted with the seasons. Spring and fall focused on maintenance plans and tune ups. Summer and winter focused on emergency service and equipment replacement. Throughout the entire year, AI lead nurturing kept prospects warm until they were ready to buy.
Six Month Results
The business hit its first break even shoulder season in year one of the program. By month six, maintenance plan revenue provided a $14,000 per month base that had not existed before. Emergency season peaks were higher than the previous year because lead nurturing had captured and warmed prospects who eventually converted during peak periods.
156
New Maintenance Plan Signups
Over 6 months, producing $14,040 per month in recurring revenue
40%
Increase in Shoulder Season Revenue
Compared to the same period the previous year
4.2x
Return on Ad Spend
Combined across paid channels over 6 month period
12
Months of Consistent Lead Flow
Eliminating the previous 6 months of drought cycles
Landon rebuilt how we think about our business. We used to ride the seasons and hope for the best. Now we have a predictable 12 month pipeline plus a maintenance plan program that funds payroll on its own. Best money we have ever spent on marketing.
Owner
HVAC Contractor, Simi Valley
What This Campaign Proves
- 1Past customer databases are the highest ROI marketing asset most service businesses ignore
- 2Shoulder season revenue for seasonal businesses is typically unlocked by recurring service plans, not more emergency job bids
- 3HVAC leads have a 30 to 90 day consideration window. Lead nurturing captures deals that paid ads alone lose
- 4Integrating AI receptionist with on call technician rotation eliminates the cost of a dedicated after hours answering service
What We Learned Along the Way
- Start with existing customer reactivation before spending on cold traffic
- Build season specific campaigns rather than running the same ads year round
- A multi month nurture sequence matters more than clever ad creative for high consideration services
The Mix That Delivered These Results
See How Other Businesses Scaled
Want Results Like 40% for Your Business?
Book a free 30 minute strategy call. We will audit your current marketing and build a custom plan, whether or not you decide to work with us.
Stop Leaving Money on the Table
Every day without a real marketing system is a day your competitors are getting the customers that should be yours. Let's fix that.
No contracts. No pressure. Just a real conversation about growing your business.