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:
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:
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.
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.
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:
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.
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.
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.
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:
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!
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.
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.
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!
Manage your clients and employees all in one system
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.
Originally published Nov. 26, 2019 2:00 PM, updated Oct 19, 2021 10:02 AM