How to Capitalize on the Short Holiday Lighting Season

Published on November 26, 2019

As a lawn care business owner, the winter can either cease or continue revenue. Unlike in colder states, in warmer states you don't have snow services to lean onto during the winter. Therefore, holiday lighting can be a great source of income to capitalize on this season.

Even though the spring, summer, and early fall are generally the most lucrative times of year for many lawn care businesses, that doesn't mean you can't continue earning revenue through the winter.

However, if you don't live in a state where lawn care or snow removal are optional services during the colder months, then you'll have to take advantage of the short holiday lighting season.

In this article, we'll talk about how to easily capitalize on the short holiday lighting season this year by:

  • Keeping great employees year-round
  • Tapping into existing lawn care clients
  • Effectively marketing this new service
  • Closing the deal every time using benefits

Just because it's the slow season for lawn care services, doesn't mean you can't continue earning revenue during the winter with holiday lighting. Here's how to do it:

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Light Up the Holidays With Year-Round Employees

By adding holiday lighting to your repertoire, you're adding off-season revenue to the books.

Plus, as an added bonus: Instead of great employees going to look for another seasonal job, expansion into holiday lighting gives you the chance to keep your employees year-round.

Even though holiday lighting is a short season, the right steps can make it work, which will help increase employee retention.

Focus on Timing

The key to capitalizing on the short holiday lighting season is by simply leaning into the urgency, which is the short lifespan.

In other words, despite the holiday clients want to light for, finishing it sooner is always better.

For example, most clients typically want their holiday decorations finished before Thanksgiving. After all, this provides them with the most exposure for incoming guests.

The more you focus on creating a strong sense of urgency, the more likely you are to increase selling effectiveness.

Holidays Impacted By Illumination

Let’s take a step back and cover the potential holidays that could benefit from lighting. After all, Christmas isn’t the only player in this game.

For example, these are just a few of the many holidays you can capitalize on for lighting services:

  • Thanksgiving (4th Thursday of Nov.) 
  • Christmas (Dec. 25) 
  • Hanukkah (Dec. 22-30) 
  • Kwanzaa (Dec. 26) 
  • American New Year (Dec. 31-Jan. 1) 
  • Chinese New Year (Jan. 25) 

Take Advantage of Existing Lawn Care Clients

Now, you have the timing down, so it's time to determine who to target with your new holiday lighting services. 

First, start with your existing lawn care clients. 

Historically, converting happy clients is much easier than bringing on brand new ones.

Think of it this way, you've already laid the groundwork by providing exceptional lawn care during the spring and summer seasons.

Now, all you have to do is convince existing clients how you can help them with yet another high-quality service.

Here's how to focus on these benefits in your marketing efforts (create automated email campaigns for these clients using Service Autopilot):

Residential Clients

Taking pride in one’s home comes pretty natural to most people, and the holiday season provides another opportunity to take that pride up a notch.

What shows off your humble abode like throwing a few thousand lights on all its edges?

Holiday lighting also provides a unique opportunity to boost morale - easily increasing the holiday spirit of giving and well-being in neighborhoods and communities.

Commercial Customers

Homeowners aren’t the only ones who like to get in on the holiday lighting fun. 

As a retailer, showing off holiday spirit often leads to better sales. 

If a company can get in the mindset of their buyer, the link between the two is stronger and thus leads to a better, more profitable business relationship. (Did you pick up on the extra bit of advice right there?)

Cashing in on the holiday spirit with strategic lighting helps put customers in the shopping and spending spirit, and that’s always good for business.

Automations is the  #1 way to follow up  with clients. If you’re not using it, your business might still be successful - but it won’t grow. 

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In Service Autopilot, our automations send emails and texts to:​

Every lead after an estimate is completed
Clients after their property has been serviced​
Remind leads and clients to send you customer feedback​
Update outdated or declined payment information​
Inform them when a service can’t be completed due to unforeseen circumstances (i.e. weather)​
Remind them of maintenance tips (i.e. putting a cover on the outdoor faucet before the winter)​
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How to Close the Deal

So, you’re probably wondering what you should say to get people to use your holiday lighting services? 

Here are four examples of messaging you could use: 

Showcase Your Expertise

The whole concept of this pitch is to show or remind your prospects that you’re the expert in the holiday lighting business.

Offer example: We’ve been doing this for [insert number of years here] years. We know what we’re doing! Forget about worrying if the lines are straight or the bulbs are burning – we've got you! 

Play the Speed Card

We’ve all had time to get away from as at one point or another. After all, holidays are notorious for being jam-packed with errands and chores needing to be done in a short amount of time. 

Take this opportunity to jump in and save the day for clients with a quick, maybe even last-minute, lighting offer.

Offer example: Wait too late to get your holiday lights up before the guests arrive? No need to fret! We’re known for our speed and accuracy. Give us a call to set up your holiday lighting appointment today. 

Show Concern for Their Safety

Holiday lighting can be a dangerous business. Between steep and slippery roofs, shoddy equipment, inexperience or just pure bad luck, accidents can happen.

By showing concerns for their safety, this is your chance to win clients over by showing that you care about their well-being.

Offer example: Stay off the ladder and out of the emergency room this holiday season.  Let the lighting experts at [insert company name here] decorate for you.

Tap into Their Joy

As mentioned above, the holiday spirit can have a monumental effect on consumer decision-making. 

During the holiday lighting season, client are typically uncharacteristically positive, caring, and giving. People often get swept up in the emotion of it all. 

This is your shot to cash in on that by playing up the joyful aspect of holiday lighting.

Offer example: Spread holiday cheer this season with a house so beautifully lit that it says “Joy to the World” for you. Need help setting the right tone or spreading the right message? We can help!

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Start Capitalizing on the Short Holiday Season This Year

Whatever messaging you decide to use to convert prospects into holiday lighting clients, the urgency is what matters most.

Now, if you haven't started your holiday lighting services yet, don't panic. You can still have a great season... but only if you act now.

Gather your resources, make a plan, and execute it with precision.

Plus, if nothing else, take this season to learn what you need to do to have a successful season next year, and work toward that.

Related: How to Transition from Lawn Care to a Christmas Light Business

Originally published Nov. 26, 2019 2:00 PM, updated Oct 19, 2021 10:02 AM

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Service Autopilot is software that will help you grow - and automate - your service business. From Lawn Care, to Snow Removal, to Cleaning, we help owners learn how to run healthier, more profitable businesses, and give them the tools to win in their markets.

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