As a fence contractor, you know that your business doesn’t run the same way all year round. Some months, you’re swamped with calls for new installations, while others feel like a ghost town. That’s where seasonality comes in—it’s the natural ebb and flow of demand for fencing services based on the time of year. Understanding how seasons affect your business and adjusting your marketing strategy can make a huge difference in keeping your phone ringing all year long.
At FenceWebs, we’ve spent the last five years helping fence companies like yours grow through smart marketing—website design, SEO, local SEO, Google Business Profile (GBP) optimization, Facebook ads, Google ads, and organic ranking. In this blog, we’ll break down how seasonality impacts your fence company and share simple, actionable marketing tips to keep your business thriving no matter the season.
Why Seasonality Matters for Fence Companies
Seasonality refers to how certain times of the year bring more (or less) business to your fence company. For example, spring and summer are often busy because homeowners are sprucing up their yards, while winter might slow down due to cold weather or holidays. These ups and downs aren’t just about the weather—they affect how you market your services, too.
Here’s why seasonality is a big deal:
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Customer Demand Changes: Homeowners are more likely to think about fencing in warmer months when they’re spending time outdoors.
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Budget Shifts: Clients might have more money for home improvement in spring (after tax refunds) or less during the holiday season.
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Weather Impacts Work: Harsh winter weather can delay installations, while mild seasons make projects easier to schedule.
By planning your marketing around these seasonal trends, you can stay ahead of the competition and keep your business steady. Let’s dive into how each season affects your fence company and the marketing strategies you can use to make the most of them.
Spring: The Peak Season for Fencing
Spring is when most fence companies see a surge in demand. Homeowners are ready to tackle outdoor projects, and real estate markets heat up, leading to more fencing needs for new homes or renovations.
Why Spring is Busy
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Warmer Weather: People are eager to fix up their yards after winter.
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Tax Refunds: Extra cash from tax season means more budgets for home improvements.
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Real Estate Boom: Spring is a hot time for home sales, and new homeowners often need fences for privacy or safety.
Marketing Strategies for Spring
To make the most of spring, your marketing needs to be aggressive and visible. Here’s how:
1. Ramp Up Local SEO
Spring is when people search for “fence companies near me.” Make sure your website ranks high on Google by optimizing for local SEO. This means:
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Adding city-specific keywords like “fence installation [Your City]” to your website.
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Updating your Google Business Profile (GBP) with fresh photos of recent projects and spring promotions.
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Encouraging happy customers to leave 5-star reviews to boost your local ranking.
At FenceWebs, we specialize in local SEO to ensure your business shows up when homeowners search for fencing services in your area.
2. Launch Google Ads
Spring is the perfect time to run Google ads targeting high-intent keywords like “fence contractor” or “wood fence installation.” These ads put your business at the top of Google search results, grabbing attention from homeowners ready to act. Set a budget that fits your business and focus on ads that highlight quick quotes or seasonal discounts.
3. Promote Spring Specials
Offer limited-time deals, like 10% off vinyl fences or free consultations, to attract customers. Share these offers on your website, GBP, and social media. For example, post a spring checklist on Facebook ads that includes “Get a new fence” to spark ideas for homeowners.
4. Refresh Your Website
Your website is your 24/7 salesperson. Make sure it’s ready for spring traffic with:
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Bright, seasonal images of completed fence projects.
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Clear calls-to-action (CTAs) like “Get a Free Quote Today!”
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Mobile-friendly design, since many customers search on their phones.
FenceWebs can help you design a professional, SEO-optimized website that converts visitors into leads.
Summer: Sustaining the Momentum
Summer keeps the momentum going from spring, with long days and warm weather driving demand for fencing projects. However, competition can be fierce as every fence company fights for attention.
Why Summer is Strong
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Outdoor Living: Homeowners want fences for privacy during BBQs or pool parties.
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School’s Out: Families have more time to plan home projects.
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Stable Weather: It’s easier to schedule installations without weather delays.
Marketing Strategies for Summer
To stand out in summer, focus on engaging customers and building trust. Here’s how:
1. Boost Organic Ranking
Organic ranking means getting your website to appear on the first page of Google without paying for ads. This takes time but pays off in summer when search volume is high. Create blog posts on topics like “Top 5 Fence Materials for Summer” or “How to Choose a Fence for Your Pool.” These articles attract visitors and show Google your site is valuable.
FenceWebs uses proven SEO strategies to help your website climb Google’s rankings and stay there.
2. Leverage Facebook Ads
Summer is social media season—people are scrolling Facebook while relaxing outdoors. Run Facebook ads showcasing your best work, like a sleek aluminum fence or a sturdy wood privacy fence. Use eye-catching visuals and target homeowners in your area with interests like “home improvement” or “outdoor living.”
3. Highlight Customer Stories
Share before-and-after photos or customer testimonials on your website and social media. For example, post a short video of a happy client talking about their new fence. This builds trust and shows potential customers you’re the real deal.
4. Optimize Your GBP
Keep your Google Business Profile updated with summer hours, new services (like fence staining), and recent reviews. Respond to every review—good or bad—to show you care about your customers.
Fall: Preparing for the Slowdown
Fall is a transitional season. Demand might dip as homeowners focus on back-to-school or holiday planning, but it’s also a great time to capture last-minute projects before winter hits.
Why Fall is Tricky
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Cooler Weather: Some customers rush to finish projects before winter.
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Budget Constraints: Families may prioritize school supplies or holiday savings.
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Shorter Days: Less daylight can limit installation schedules.
Marketing Strategies for Fall
Fall is about staying visible and building relationships for the long term. Try these:
1. Focus on Local SEO for Last-Minute Projects
Optimize your website and GBP for keywords like “fall fence repair” or “fence installation before winter.” Homeowners looking to fix storm-damaged fences or prepare for winter will find you first.
2. Run Retargeting Ads
Use Google ads or Facebook ads to retarget people who visited your website but didn’t book a job. For example, show them an ad saying, “Don’t Wait for Winter—Get Your Fence Installed Now!” This keeps your business top of mind.
3. Offer Maintenance Tips
Create a blog post or social media series about preparing fences for winter, like “How to Protect Your Wood Fence from Snow.” This shows expertise and keeps your audience engaged even if they’re not ready to buy.
4. Build Your Email List
Start collecting emails from website visitors or past customers. Send a fall newsletter with tips, promotions, or updates about your services. This keeps your business in their minds for spring projects.
Winter: Surviving the Slow Season
Winter is often the slowest season for fence companies, especially in areas with harsh weather. But it’s also a chance to plan ahead and connect with customers for the upcoming busy season.
Why Winter is Tough
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Cold Weather: Snow or ice can make installations difficult or impossible.
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Holiday Spending: Homeowners are focused on gifts, not fences.
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Lower Demand: Fewer people think about outdoor projects in winter.
Marketing Strategies for Winter
Winter is about laying the groundwork for spring and keeping your brand active. Here’s how:
1. Plan Your SEO Strategy
Use winter to improve your organic ranking for spring. Work with an agency like FenceWebs to create content, optimize your website, and build backlinks (links from other websites to yours). This ensures you’re ready when search volume spikes in spring.
2. Run Awareness Campaigns
Use Facebook ads to stay visible, even if customers aren’t buying now. For example, run an ad about “Planning Your Spring Fence Project” to plant the idea early. Target homeowners who might be dreaming of spring renovations.
3. Offer Winter Discounts
Attract the few winter customers with deals like “Book Now, Install in Spring” or discounts on fence repairs. Promote these on your website and GBP to capture budget-conscious clients.
4. Update Your Website
Winter is the perfect time to refresh your website with new photos, updated service pages, or a blog about winter fence care. A strong website keeps you credible and ready for spring traffic.
Year-Round Marketing Tips for Fence Companies
While seasons change, some marketing strategies work all year long. Here are a few to keep your fence company thriving:
1. Keep Your GBP Active
Your Google Business Profile is your online storefront. Update it regularly with new photos, posts, and responses to reviews. This helps you rank higher in local searches and builds trust with customers.
2. Invest in a Great Website
A professional, easy-to-use website is key to turning visitors into customers. Make sure it’s fast, mobile-friendly, and packed with info about your services. FenceWebs can design a website that showcases your work and drives leads.
3. Use Social Proof
Show off your best projects with photos, videos, and customer reviews. Post these on your website, social media, and GBP to prove you’re a trusted fence contractor.
4. Track Your Results
Whether it’s Google ads, Facebook ads, or SEO, track what’s working. Use tools like Google Analytics to see where your leads are coming from and focus your budget on what gets results.
How FenceWebs Can Help Your Fence Company
At FenceWebs, we’ve been helping fence companies grow for five years with services tailored to your industry. Here’s how we can support you:
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Website Design: We create fast, professional websites that turn visitors into customers.
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SEO & Local SEO: We help you rank higher on Google for searches like “fence contractor near me.”
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GBP Optimization: We make your Google Business Profile shine with updates and reviews.
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Facebook & Google Ads: We run targeted ads to bring in leads during peak seasons.
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Organic Ranking: We build long-term strategies to keep your website at the top of Google.
No matter the season, we’re here to help you plan, execute, and succeed with your marketing.
Conclusion: Plan Smart, Win Big
Seasonality is a fact of life for fence companies, but it doesn’t have to control your business. By understanding how each season affects demand and adjusting your marketing strategy, you can keep your pipeline full all year. From local SEO and Google ads in spring to Facebook ads and website updates in winter, every season offers opportunities to grow.
Ready to take your fence company’s marketing to the next level? Contact FenceWebs today for a free consultation. We’ll help you create a seasonal marketing plan that keeps your business booming, no matter the time of year.
