How to Sell Holiday Home Services: Pre-Guest Tune-Ups & Winter-Ready
Holiday home services marketing works best when it prevents emergencies before guests arrive. Sell one-visit, pre-guest tune-ups that check heat, hot water, and drains. The outcome is simple: fewer last-minute calls, smoother schedules, and more memberships.
Why this works (and why now)
- The day after Thanksgiving—“Brown Friday”—is often the busiest day of the year for plumbers. This is due to heavy kitchen and bathroom use. Therefore, pitch prevention before pain and fill calendars early. Roto-Rooter Plumbing & Water Cleanup+2upi.com+2
- U.S. Department of Energy (DOE) and ENERGY STAR recommend routine seasonal service and regular filter changes. Use this authority in your copy and on air. The Department of Energy’s Energy.gov+2ENERGY STAR+2
- Google Local Services Ads (LSA) now require a verified Google Business Profile (GBP) in many regions; mismatches can pause ads. Urge clients to verify now so holiday leads keep flowing. Search Engine Land+2Legal Marketing & Technology Blog+2
- Meanwhile, Connected TV (CTV) ad spend continues to grow, and buyers value measurable outcomes—ideal for local targeting with fast calls-to-action. IAB+2IAB+2
Who to pitch (category targets)
- Heating, Ventilation, and Air Conditioning (HVAC): furnace/heat-pump tune-ups, filter swaps, thermostat checks—backed by DOE/ENERGY STAR guidance. The Department of Energy’s Energy.gov+1
- Plumbing: disposal checks, slow-drain clears, water-heater maintenance; also, offer freeze-prevention tips customers recognize. The Spruce
- Electrical: Ground-Fault Circuit Interrupter (GFCI) tests, space-heater load checks, outdoor lighting safety.
- Chimney/Fireplace: inspection/cleaning, plus Carbon Monoxide (CO) and smoke-detector checks (pair with HVAC safety).
Build the offer: “Pre-Guest Tune-Up” bundles
Position as one visit, three checks with a clear, time-boxed promise.
Bundle A — Essentials (45–60 min)
- HVAC filter change + thermostat test
- Kitchen disposal test + sink-drain screen set
- Water-heater temperature check (recommend ~120°F)
- Quick safety sweep (GFCI test)
Bundle B — Core (≈90 min)
- Everything in A plus: furnace visual, igniter test, condensate-line clear; slow-drain clear; shut-off leak check.
Bundle C — Premium (2–3 hrs)
- Everything in B plus: full water-heater flush; chimney/fireplace inspection; attic/crawl freeze-risk check; heat-tape quote. (Annual water-heater flushing is widely recommended.) The Spruce
Price framing & sweeteners
- Guest-Ready Guarantee: if a covered system fails within 30 days, apply the visit fee to the repair.
- Book-by-Friday bonus: filter pack or sink strainers.
- Gift card with install/major repair to boost response during holidays.
Channel mix & flighting (seller cheatsheet)
- Radio (drive + mid-day): urgency + simplicity (“one visit, guest-ready home”).
- Over-the-Top/Connected TV (OTT/CTV): :15 with a lower-third offer. There is a Quick Response (QR) code to booking. Cite local CTV growth and outcomes. IAB+1
- Search/LSA: bid hours 7am–9pm; ensure GBP is verified and consistent with LSA to avoid ad pauses. Search Engine Land+1
- Retargeting: booking-abandoners within 7 days; rotate creative weekly through Dec 24.
Suggested cadence (today is Oct 31)
Nov 1–Nov 10 (awareness/testing). Nov 11–27 is for the primary push. Nov 28–Dec 3 focuses on BFCM/Giving Tuesday. Dec 4–24 centers on reminders/extended hours. Finally, Dec 26–Jan 5 is dedicated to freeze-checks and gift-card redemption.
Ready-to-use creative
:15 Radio (Pre-Guest)
“Guests coming? Don’t risk a no-heat or clogged sink. [Business] makes your home guest-ready with a one-visit tune-up for heat, hot water, and drains. Book today at [URL].”
:30 Radio (Winter-Ready)
“This winter, be ready before the doorbell rings. [Business] checks heat, hot water, and kitchen drains in one quick visit—backed by our Guest-Ready Guarantee. Book by Friday for a free filter pack. Schedule now at [URL].”
OTT/CTV :15 lower-third
“Pre-Guest Tune-Up • One visit, three checks • Book now — [URL]”
Display/Social primary text
“Hosting soon? One visit = heat, hot water, drains checked. Be guest-ready before they arrive. Book today.”
Talk tracks for sellers
- Lead with prevention: “Brown Friday is the biggest plumbing spike; we help customers avoid it and keep your crews scheduled.” Roto-Rooter Plumbing & Water Cleanup
- Borrow authority: “DOE and ENERGY STAR recommend seasonal service and filter changes—let’s put that proof right on the page.” The Department of Energy’s Energy.gov+1
- Trust & speed: “We’ll run LSA with verified GBP so calls keep coming during peak dates.” Search Engine Land
- Upsell path: “Tune-ups surface upgrades—smart thermostats, heat tape, disposal replacement, and annual plans.” The Department of Energy’s Energy.gov
Landing page checklist
- H1 includes holiday home services marketing (SEO).
- Offer tiles: A/B/C with inclusions and price.
- Three trust badges (reviews, years in business, LSA/Google badge). AP News
- Calls to Action (CTA): “Book visit” + “Call now” (tracked).
- Guest-Ready Guarantee explainer.
- FAQ: “Why before guests?”, “How long does it take?”, “What if something fails later?”
- Urchin Tracking Module (UTM) parameters on every button + unique tracking phone number.
Measurement
Same-store lift: compare jobs booked per weekday vs. prior 4 weeks.
Conversion Rate (CVR) target from paid Search to lead: ~7%+; adjust bids/keywords if below.
Attribution: UTMs per channel (radio/OTT/CTV/search/social), call tracking, and a 1-question booking survey: “How did you hear about us?”
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