If you’ve been in the HVAC industry for more than one season, you know the highs and lows of the calendar all too well. Summer’s swamped with AC emergencies. Winter? No-heat calls pouring in. But the spring and fall? That’s shoulder-season—and for many HVAC contractors, it can feel like business hits a lull.
But here’s the truth: slow seasons aren’t a problem… they’re an opportunity.
With the right shoulder-season promotion, you can keep your techs booked, generate high-quality leads, and build trust with homeowners before peak season panic sets in. At Bedrock Markets, we specialize in HVAC marketing that works all year long—and shoulder-season is one of our favorite times to help contractors stand out.
Let’s break down how to build a shoulder-season HVAC promotion that actually moves the needle—through smart pricing, strong positioning, and spot-on timing.
1. Pricing: Create Offers That Feel Valuable—Not Desperate
Many HVAC companies make the mistake of slashing prices in the off-season just to get calls. But a shoulder-season promotion shouldn’t feel like a fire sale—it should feel like a smart move for proactive homeowners.
High-performing offers we’ve seen work well:
- Bundled maintenance specials – Offer both AC and furnace tune-ups at a reduced package price.
- Tune-up with service credit – For example, $89 tune-up with a $50 credit toward future repairs.
- Rebates on high-efficiency system replacements – Highlight any utility incentives or manufacturer promotions.
- Free upgrades – A complimentary smart thermostat, air quality monitor, or ductwork inspection can boost perceived value without hurting your bottom line.
What to avoid:
Generic discounts like “$20 off service” that don’t communicate real value or urgency.
Bedrock Tip:
Position your pricing around long-term savings, not just short-term cost. Try phrasing like: “Get ahead of summer costs—schedule your tune-up now and lower your energy bills before the heat hits.”
2. Positioning: Shift Your Message from Urgency to Prevention
Shoulder-season customers aren’t calling in a panic—they’re looking to stay ahead of the curve. That means your marketing needs to focus less on emergency service and more on prevention, energy efficiency, and peace of mind.
Effective messaging angles include:
- Preventative mindset: “Avoid breakdowns before they happen.”
- Energy efficiency: “Clean systems use up to 20% less energy.”
- Peace of mind: “Your comfort is guaranteed when you’re prepared.”
This is also a perfect time to showcase your company’s trustworthiness, certifications, and years of experience. Homeowners are more likely to choose a contractor in the off-season based on credibility and value, rather than just availability.
Bedrock Tip:
Use language that positions your business as the smart choice—not the desperate one. Example: “Beat the rush and save with our preseason tune-up offer—before the first heat wave hits.”
3. Timing: Launch Your Campaign Before the Weather Shifts
When it comes to shoulder-season marketing, timing is everything. Launch too early and you’ll get ignored. Launch too late and you’ll miss the window entirely.
Ideal promotion windows:
- Spring: Early March through mid-April
- Fall: Late September through mid-October
This allows you to reach homeowners before they turn on their system—when they’re most likely to consider maintenance, upgrades, or replacements.
Where and how to market:
- Email campaigns – Reach out to existing customers with a limited-time offer or tune-up reminder.
- Social media posts and paid ads – Use engaging visuals, countdowns, and testimonials to create interest and urgency.
- Website banners and pop-ups – Promote your offer clearly on your homepage or a seasonal landing page.
- Direct mail – Yes, it’s still powerful—especially when targeting neighborhoods with aging systems.
Bedrock Tip:
Don’t just “announce” your promo and walk away. Run a multi-touch campaign that spans 2–3 weeks, with variations in subject lines and creative. Build in reminders. Your audience may need to see it 2–3 times before they act.
4. Lead Gen: Use Your Promotion to Grow Future Business
The best HVAC shoulder-season promotions do more than generate calls—they build your lead pipeline for peak season.
Add a lead-generation element to every campaign you run:
- Free download: “Spring HVAC Checklist” or “Top 5 Ways to Prep Your System Before Summer”
- Quiz funnel: “Is Your HVAC System Summer-Ready?”
- Early bird raffle: Enter to win a free filter delivery or discounted maintenance plan
These assets help you capture contact info, segment your list, and nurture leads who may not book right away—but will be ready when temperatures spike.
Bedrock Tip:
Use these promotions to build up your email list, retargeting audience, and brand familiarity. The homeowner who didn’t book today could become your $12,000 system install customer in August.
Final Thoughts: Turn Your Slow Season Into a Strategic Win
Shoulder-season doesn’t have to mean downtime for your business. With the right promotion—priced smartly, positioned with intention, and timed strategically—you can fill your schedule, strengthen your brand, and lay the groundwork for a busy and profitable peak season.
At Bedrock Markets, we help HVAC companies just like yours turn seasonal slumps into strategic growth opportunities. Whether you need campaign planning, postcard design, social content, or full-funnel digital strategy—we’ve got your back.
Ready to build your next shoulder-season promotion? Let’s talk.
