Booked in Spring Starts Now
In my last column, “Reputation Won’t Save You: Why Even the Best Builders Are Falling Behind in the AI Era,” I laid out the hard truth: AI, search tools, and buyer behavior have completely changed how homeowners choose contractors. That column wasn’t just a wake-up call. It was a warning.
This one is about what to do next.
Because here’s what we’re seeing already. This year brought a slower spring, fewer calls, and leads that took longer to close. The builders who felt it the most were the ones who didn’t already have visibility where homeowners do their research.
That was not a one-time dip. That was a shift. And the longer builders wait to adjust, the harder it gets to catch up.
So here’s the real takeaway: the ones who stay booked in spring are already laying the groundwork now. Not in January. Not when things are already quiet. But in fall and winter—when there’s still momentum and opportunity to build on.
Why Fall and Winter Still Matter
Most builders wait until the jobs slow down to think about marketing. But by then, leads are thin, cash flow is tight, and there’s no time to test what works. Then spring hits and they are too busy to fix anything—and the cycle repeats.
The builders who avoid that cycle treat fall and winter as a setup season. They use the time and resources they have now to make smart moves that pay off later.
This is our busiest time of year at Deck Builder Marketers. Because the builders are calling us right now. They are not reacting. They are preparing. And they are winning because of it.
What Successful Builders Are Doing Right Now
You do not need to start from scratch or spend big. These are focused, strategic actions that stack results over time—and work because most of your competitors are quiet.
Launch a Seasonal Promo
Homeowners are still browsing, dreaming, and planning. But they won’t act unless you give them a reason to move now.
Campaigns we’ve seen work include:
• Free lighting upgrade with any project scheduled before November 30
• Save $500 when you lock in your spring build by December 31
• Free 3D design with any consultation requested before January 15
• Early booking bonus for spring spots reserved with deposit
This isn’t about discounting your value. It’s about creating urgency for people who are already considering a project. (And by the way, “spring build” doesn’t have to mean you are open in March, it just sets the stage for prebooking.)
Promote your offer everywhere your brand shows up: your website, contact form, Google Business Profile, and your email list. If you are running ads, the campaign should live on a dedicated landing page (with project photos, reviews, and a clear call to action).
Get Your Website Working While You’re Not
Most builder sites look like they were launched once and forgotten. If yours hasn’t been touched since your last rebrand, you are missing easy wins.
Here is what to focus on before the year ends:
• Add new photos from this season (with short captions that explain the work)
• Include a simple three-step explanation of your process (from consultation to completion)
• Add a crew photo and team bios (people hire people)
• Record a walkthrough video or a short clip answering a common question (done is better than perfect)
• Post your promise or guarantee clearly on your homepage (what can a homeowner count on?)
Your site should look like it’s alive and actively building trust—not like a forgotten brochure.
Show Up in All the Right Places
Most builders think “SEO” means Google rankings. That is outdated. Homeowners are now using map listings, AI tools like ChatGPT, voice search, and local review platforms to find answers and make decisions.
That is why we now focus on Search Everywhere Optimization—the system that helps you show up where buyers are actually looking:
• Google search results
• Google Maps
• Voice tools like Siri and Alexa
• AI tools like ChatGPT
• Review sites and business directories
• AI-powered browser snippets
To show up there, you need content that speaks to real homeowner questions and search behavior. Not fluff. That means:
• Writing project pages (they are your case studies and your SEO)
• Adding area pages for nearby towns you serve
• Publishing blog posts that answer the questions you get asked every week
• Updating your headlines and calls to action so they reflect how homeowners search today
This kind of organic visibility takes a few months to kick in. That is why the builders doing it now are setting themselves up to dominate spring.
Fix the Follow-Up Gap
Most builders lose leads they already paid for—not because of poor sales, but because there is no real follow-up system in place.
Fix that now:
• Create a three-email sequence that automatically goes out after someone contacts you.
• Use a spreadsheet or CRM to track every lead and when they were last contacted.
• Send a monthly email to your entire list with project photos, updates, or homeowner tips.
• Set reminders to follow up at one week, two weeks, and three weeks if a quote is still open.
If a homeowner reached out once, chances are they will hire someone. If it is not you, it might just be because they forgot who followed up.
Repurpose What You Already Have
Most builders are sitting on a goldmine of content and not using it. You don’t need to reinvent anything. Just put your best work where people will actually see it.
Before February:
• Post one finished project a week to your social channels (short, real, and captioned).
• Build one new project page on your site each month with photos and a short writeup (they double as portfolio and SEO).
• Record one short video answering a question you hear from homeowners often (think “Can you build in winter?” or “What is a composite deck really like?”).
• Follow up with every client who hasn’t left a review and send them the direct link to your Google profile.
This kind of content builds trust before a prospect ever picks up the phone.
Grab the full Fall and Winter Marketing Checklist at https://deckbuildermarketers.com/momentum.
Inside you will get:
- Photo and video ideas to use now
- Website content upgrades that increase conversions
- SEO page structure examples
- Review and social proof strategies
- Email and follow-up templates
- Promo campaign templates for winter and spring
Final Takeaway
Next year will not play by the old rules. Builders who pause their marketing when the season slows, who rely only on referrals, or who throw a few hundred at ads without a plan are planning for a spring that will not exist.
The ones who act now? They are setting up systems, dialing in their message, and getting in front of the right people early. That means fewer gaps, stronger leads, and more options all year.
The big win is not what happens in the next 30 days. It is walking into spring already booked, with a pipeline that keeps building.
If you’re unsure where to start, need a little help figuring out your next step, or if this seems too much for you during this busy season, I’d be happy to help. This is what I do every day with builders across the country, and I’m always glad to give real, honest advice and point you in the right direction.
As always, if you have a question or are stuck in your marketing efforts, you can message me directly using the chat at deckbuildermarketers.com or book a Free Growth Strategy Session there. It’s all from me—no fluff, just real help.
Until next time... Keep moving forward.