Winter might feel like hibernation season for concrete coating companies, but it doesn’t have to be. Sure, fewer people may be thinking about sprucing up their patios or garage floors when it’s freezing out, but that’s no excuse to hit pause on your marketing. In fact, doubling down on your marketing during the slow season can be the difference between scraping by and setting yourself up for a stellar spring.

Why Marketing in the Winter Matters

One of the biggest mistakes contractors make is waiting until things pick up again in the spring to start their marketing. The problem? You’re starting from scratch when everyone else is. When demand returns, your competitors will flood the same platforms with ads, driving up ad costs and saturating your audience.

If you stay active during the off-season, though, you’ll keep generating leads. Even if some aren’t ready to pull the trigger right away, they’ll know who to call when it’s time. Plus, a few projects will trickle in now—enough to cover some bills and keep your crew moving. And those winter leads? With the right follow-up system, they’ll turn into your first customers when the weather warms up.

The Key to Slow-Season Success: Follow-Up

Let’s be real—winter leads can be flaky. Some folks will say, “I’m interested, but I want to wait until spring.” And that’s okay. It’s not a dead end unless you drop the ball on follow-up. This is where having a CRM and automated follow-up system makes a world of difference.

Here’s what good follow-up looks like:

• Automated reminders: Send a quick follow-up text a week after the lead comes in to remind them you’re still here.

• Scheduled touchpoints: Set reminders to check back in mid-winter and again in early spring to keep yourself top of mind.

• Value-first communication: Instead of just saying, “Hey, ready to book yet?” share helpful info—like maintenance tips or early-bird specials.

By keeping the conversation going, you build trust. And when they’re finally ready, you’ll be the first name that pops into their head.

How to Keep the Leads Flowing

The key to winter marketing isn’t flashy offers or gimmicks. It’s about being consistent, visible, and ready to help when the time is right. Here are a few ways to generate leads during the slow season:

1. Offer Winter Discounts or Pre-Booking Incentives

   • People love a deal. Offer a discount for jobs booked in advance for spring or give a winter rate on indoor projects like garage coatings.

2. Promote Indoor Services

   • If you do garage or basement coatings, now’s the time to push those hard. Cold weather doesn’t stop indoor work.

3. Stay Active on Facebook and Instagram Ads

   • Keep running your ads, even if you pull back the budget slightly. This keeps your brand visible and ensures your audience remembers you come spring.

4. Send Out Emails and Text Campaigns

   • Use your CRM to send emails or texts to past customers and leads. Let them know what you’re up to this winter and offer exclusive discounts.

5. Ask for Reviews and Referrals

   • Winter is a great time to ask happy customers to leave reviews or refer you to a friend. This keeps the pipeline active without spending a dime.

Planting Seeds for Spring

Marketing during the slow season is like planting seeds—you might not see results immediately, but you’re setting yourself up for a bumper crop when things warm up. The leads you generate now, paired with consistent follow-up, will prime your business for success. While your competitors scramble to ramp up in April, you’ll already have a list of warm leads ready to convert.

Don’t Hibernate—Get Ahead

Winter doesn’t have to be a dead zone for your concrete coating business. With the right strategy, you can generate leads, maintain cash flow, and set yourself up for a smooth transition into the busy season. Continuous marketing—no matter how slow things seem—keeps your business top of mind, builds trust, and ensures you’ll hit the ground running in the spring.

So, don’t go quiet when the cold rolls in. If you need help staying visible during the off-season, we’ve got your back. Let’s chat about a winter marketing strategy that keeps the leads rolling and makes sure you’re top of mind when the sun comes out again.

Ready to get started? Schedule a free strategy session with ConcretePro Digital today, and let’s build a game plan that’ll keep you busy all year long.