Running a fence company is hard work. You’re outside in the heat, cold, wind, and rain. But one thing many fence business owners don’t plan for? The calendar.
Seasons matter more than most think. Spring brings in a rush. Winter slows things down. These changes hit your schedule, your crew, and your sales. But they also shape how you should market.
Let’s walk through how the seasons affect your marketing—and how to plan ahead.
Why Fence Work Follows the Weather
Most homeowners want fences when it’s warm. That’s when they’re out in the yard, noticing broken posts or wanting more privacy. Once winter hits, they wait. Cold months often bring delays, fewer jobs, and low leads.
But that doesn’t mean you have to sit still.
Smart marketing during slower times helps you stay top of mind. It can also set you up for busy seasons.
The Busy Season: Spring and Summer
Spring kicks off strong. Calls come in fast. Customers want new installs before pool season or family cookouts.
Here’s what to focus on in spring and summer:
- Google Ads: Start early. If you wait until April, prices go up.
- SEO: By now, your site should already rank. SEO takes time.
- Facebook Ads: Good for quick leads. Focus on photos of recent jobs.
- Reviews: Ask happy customers to leave them now. It helps all year.
Make sure your website works on mobile. Most people are searching from their phones. If your site is slow or hard to use, they’ll bounce.
The Slow Season: Fall and Winter
Once the weather cools, calls start to drop. Many homeowners put projects on hold. You might even cut back your crew.
That doesn’t mean you stop marketing. You just shift your goals.
Fall and winter are good for:
- SEO work: Add pages. Update content. Improve local rankings.
- Website updates: Fix slow pages or broken links.
- GBP (Google Business Profile): Post updates, photos, and offers.
- Planning: Build your ad strategy for spring.
Also, use this time to answer common questions on your website. A blog like “Can I install a fence in winter?” might bring in leads even now.
Local SEO Stays Year-Round
Google doesn’t take time off. And your competitors are still out there.
Make sure your local SEO is always running. That means:
- Keeping your business info correct
- Adding photos often
- Responding to reviews
- Posting updates monthly
If you skip this, your rankings can slide. Then you’ll play catch-up when spring hits.
Should You Run Ads in Winter?
It depends. Fewer people search for fence work in the cold, so your cost-per-click may drop. That’s good—if you’re still booking jobs.
But if you’re getting no calls, it might not be worth it. In that case, save the budget. Focus on SEO and planning.
Still, retargeting ads can work. Show ads to people who visited your site earlier in the year. They may call when the snow melts.
Track What’s Working
Whether it’s hot or cold out, you should know what’s working. If you don’t track results, you’re guessing.
Simple things to track:
- Which ads bring in calls
- Which pages get the most traffic
- What keywords bring in leads
Tools like Google Analytics or CallRail help here. Or, if you work with an agency, ask them for clear reports.
Build Your Brand in the Off-Season
This is the time to build trust. Post videos of your crew. Share before-and-after photos. Write about your process.
People may not call now. But they’ll remember you when it’s time.
Also, consider email marketing. A short monthly update keeps your name in their inbox. Share tips, photos, or promotions.
What Not to Do
Some fence companies stop all marketing in winter. That’s a mistake. You lose momentum. And by the time you start again, you’re behind.
Another thing to avoid: running ads with no clear message. Don’t say “Get a fence!” Say why. Is it for safety? Privacy? Pets?
Make it simple. Speak to what people care about.
Planning Month by Month
Here’s a rough guide. Every area is different, but this can help:
| Month | Focus |
|---|---|
| Jan-Feb | SEO, website, GBP |
| Mar | Start Google Ads planning |
| Apr-June | Ads, SEO, reviews, bookings |
| July-Aug | Retarget, upsell, and maintain |
| Sept-Oct | Slow ads, keep SEO strong |
| Nov-Dec | Content, GBP, planning |
Final Thoughts
Marketing a fence company isn’t just about getting leads today. It’s about keeping your business steady all year.
You can’t control the weather. But you can control your message, your reach, and your plan.
Think of it like building a fence. You lay the posts in winter. Come spring, you’re ready to run.
If you ever feel stuck or don’t have time, we’re here to help. FenceWebs has been doing this for five years, just for fence companies. No fluff. Just real results.
Need help with your next season? Let’s talk.
