How to Get More Construction Leads During the Slow Seasons

Key Takeaways:

• Invest in Local SEO: Update your website and Google Business Profile with local keywords, service details, and reviews to stay visible.
• Use Paid Ads Strategically: Launch location-targeted PPC and Local Service Ads to attract ready-to-hire leads, even during downtime.
• Create Off-Season Content: Publish helpful blog posts, checklists, and guides that educate your audience and generate leads year-round.
• Leverage Email Marketing: Segment your list and send targeted messages, seasonal promotions, and follow-ups to past clients and prospects.
• Offer Time-Sensitive Promotions: Use bundled services, early booking deals, and urgency-driven messaging to boost off-season conversions.
• Build Referral Networks: Strengthen partnerships with realtors, suppliers, and other local professionals to expand your referral base.
• Stay Active on Social Media: Post project photos, seasonal offers, and host Q&A sessions to generate leads and build trust online.
• Work with Experts Like Lasso Up: A digital marketing partner can implement a multi-channel strategy that delivers leads, even when business is slow.

The construction industry is not immune to seasonal slowdowns. When work slows down due to weather, holidays, or the economy, most contractors tend to pull back. But this is when smart construction companies double down on lead generation. 

If you know how to get more construction leads during the slow times, you can end up growing your pipeline instead of merely waiting it out. With the right construction marketing strategies, you can win more jobs and maintain a steady cash flow. 

Let’s discover how to generate more construction leads while your competitors wait for the market to pick up.

Boost Your Local SEO for the Off-Season

Did you know that 80% of the US consumers search online for local businesses? If your online and offline SEO efforts are lacking, your would-be customers can’t find your construction business online. 

The off-season is a great time to brush up on your local SEO, which may include: 

• Audit Your Website for Local SEO: When people search for contractors like you, they use keywords like “home addition near me” or “contractor in [Your City].” Make sure your website includes those relevant keywords, specifies what you do, and has up-to-date contact information.
• Optimize Your Google Business Profile: Construction SEO also includes optimizing off-site elements like your Google Business Profile. So, regularly update your profile with photos, posts, accurate service information, and encourage client reviews.
• Implement Schema Markup: Create and implement schema relevant to construction and contractor services to improve your search engine results page (SERP) visibility.
• Showcase Testimonials: 74% of consumers check at least two review sites before making any decisions. Displaying top client reviews on your website and Google Business Profile can help boost lead generation. 

Working with experts who know local contractor SEO can help you boost your online visibility in search results. Doing this off-season can set you up for success even when the demand for construction jobs picks up. 

Leverage Pay-Per-Click (PPC) and Local Service Ads

Off-season means organic traffic will slow down, but you can still generate construction leads using paid, local service ads. Here’s what you can do: 

• Launch Location-Specific Google Ads: Run Google Ads for contractor services that are still in demand, such as winter repairs or indoor remodels. Focus on your city or service areas to attract nearby homeowners.
• Use Local Service Ads: These help your business rank at the top of “near me” searches. You only pay for real construction leads, making it a low-risk way to stay visible. 
• Retarget Interested Visitors: Reach people who visited your site but didn’t call. Use reminder ads to stay visible and bring them back.
• Focus on Promotions: Craft ad copy that showcases off-season deals and limited-time offers. Even a small discount of 10% off on your services can encourage people to book your expertise right away.

Create Compelling and Seasonal Content

Homeowners might not need a new deck in February, but they’re probably planning spring projects. Help them now, and they’ll remember you later. Relevant, engaging content lets you connect with prospects when they’re most likely to plan their next project. 

This off-season construction content marketing builds trust, educates your audience, and provides valuable lead magnets for future outreach.

Here are a few ideas that can help you get started: 

• Seasonal Blogs: Write resourceful posts such as “How to Winterize Your Home” or “Top Remodels During the Off-Season.” These posts will help you attract new leads and keep your existing ones engaged. 
• Downloadable Checklists: You can also create an “Off-Season Maintenance Checklist” to attract potential customers looking for tips. 
• Guides or eBooks: Offer resources like “Planning Your Spring Renovation? What to Do Now” in exchange for email addresses. This gated content is yet another effective way to build your mailing list during the slow season. 

Pro Tip: Use these resources as lead magnets to collect emails or generate contact form submissions for future nurturing. Share your content on social media and in email newsletters to maximize its reach.

Get Strategic with Your Email Marketing

Think of your inbox as a goldmine. Your past clients might not need you today, but a friendly check-in can spark referrals or repeat business. Building and nurturing an email list is yet another way to generate leads for your business. 

That means you also need to focus on construction email marketing during the off-season. When done right, it keeps your company relevant and ready to grab the opportunity as soon as someone starts their next project.

But first, you’ll need to: 

• Segment your email list into past clients, cold leads, and referrals. It helps you target your potential customers more effectively. 
• Offer promotions, such as exclusive off-season discounts or “book early” incentives. It’s an effective way to get more call-outs. 
• Set up drip emails for new inquiries and finished projects, encouraging testimonials or referrals.
• Build social proof by talking about successful projects and satisfied customers online. 

Taking these steps strengthens email marketing for your contractor business. Doing this off-season sets up your business for success throughout the year. 

Offer Seasonal Promotions 

Everyone loves a good deal, and you can use slow seasons to promote limited-time offers. It may include construction specials, off-season discounts, and unique contractor promotions.

Some of these include:

• Bundle your services. For example, you can offer an inspection plus minor repairs at a discounted rate.
• Promote early bookings. Offer discounts to clients who book spring or summer projects now with a nominal advance.
• Highlight offers on all your social channels, including your website, social media, and PPC campaigns.
• Create a sense of urgency. Use language like “Limited Winter Slots Available, Book Today!” to drive action. Urgency can generate a 332% higher conversion rate, providing a solid boost for your business during the off-season. 

Strengthen Your Local Partnerships and Network

Like most local businesses, construction thrives on word-of-mouth. In other words, strengthening local ties will naturally lead to contractor referrals. As you’ve less on your plate during the off-season, use the time to up your local construction business networking. 

To do this, you’ll need to: 

• Collaborate with local realtors, property managers, suppliers, and complementary trades.
• Collaborate with other industry experts to offer combined services, including inspections and energy efficiency checks.
• Attend Networking Events: Join local business groups, chambers, or online construction communities.
• Reciprocate the referrals you earn through partner marketing. Actively refer your partners and encourage them to do the same for you.

Use Social Media for Lead Generation

Just like any other business, you need to focus on social media. With a data-backed strategy, you can generate construction leads from Facebook and even Instagram. Effective social marketing campaigns can generate inquiries even in the slow season.

Here’s how: 

• Share Your Work: Post before/after photos, client testimonials, team introductions, and project videos.
• Targeted Social Ads: Launch Facebook and Instagram campaigns highlighting seasonal specials.
• Host Q&A Sessions: Engage users with live “Ask the Contractor” events, answering common questions.
• Be Responsive: Regularly engage with comments, messages, and local groups to enhance your brand’s online presence. 

Where Does Lasso Up Fit In

A specialized team, like Lasso Up, knows how to get more construction leads, not just during the slow season but year-round. We are your one-stop shop for all digital marketing needs, including local SEO, social media management, website design, and local ads. 

Our team can help you with: 

• In-depth website and SEO audits.
• High-converting paid ad strategies.
• Content and lead management automation.
• Full-funnel analytics to measure real ROI.

Get More Construction Leads During Slow Seasons

Learning how to get more construction leads during slow seasons puts your business ahead of the curve. For one, slow work gives you time to plan not just the off-season, but your year-round marketing strategy. Second, it helps you generate leads while your competition is likely waiting for the opportunity to pass. That’s easy pickings for indoor and winter-specific construction jobs. 

Reach out to Lasso Up now to schedule a strategy call. Call (888) 700-9412 or contact us online. 

FAQ: How to Get More Construction Leads

Q: Why do construction leads slow down in certain seasons?                                                 
A: Leads often dip in summer when families travel and after the holidays when budgets get tight. Weather, school schedules, and market changes also make homeowners delay projects. Still, many owners start planning future work during this time, so you have a chance to connect early.

Q: What’s the best way to get more construction leads in the off-season?
A: There isn’t a one-size-fits-all solution here. You’ll need to focus on local SEO, run Google and social ads, offer off-season deals, and follow up with past clients. Staying visible now sets you up for a strong spring, and Lasso Up can help you do just that.

Q: Should I stop advertising during the slow season?
A: No. That’s when you should double down. Slower months typically mean cheaper Google ads and less competition. Keep marketing so you remain visible when demand picks back up.

Q: What kind of promotions work best for builders in the off-season?
A: Try free consults, bundled upgrades, or early booking discounts. Even simple offers like “schedule winter repairs now, save 10%” can drive quick action.

Q: How can I improve my construction website to get more leads?
A: Make it fast, mobile-friendly, and clutter-free. Show your recent work, use local keywords, and add strong calls to action. Additionally, update your Google Business Profile and highlight reviews. We can provide you with contractor-focused web and SEO help.

Q: Is it worth using Google Ads or Facebook Ads in slow months?
A: Yes. Ad costs are often lower, yet people continue to search. Google Ads targets active buyers, while Facebook builds awareness and retargets past visitors. Local Service Ads are also great for “near me” searches.

Q: How do I know if my lead generation strategy is working?
A: Track leads using tools like Google Analytics, Meta Ads Manager, and your CRM. Watch for cost per lead, bookings, and page activity. Adjust your strategy based on real data, not guesswork.

Q: Is email marketing still effective for construction businesses?
A: It’s one of the best digital marketing strategies out there. It keeps you in front of your past clients and warm leads. Use it to share seasonal tips, special offers, or request reviews. Moreover, automate it to stay consistent without extra work.