Hey Sara,
Last year, we ran an off-season service special, and it totally flopped. We sent a postcard, had high hopes, and then… nothing. Now we’re buried in summer service work, but I know November is coming, and I don’t want empty bays again.
How do we make this actually work?
– Kelly in Indiana
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Kelly,
I can’t tell you how many dealers I’ve talked to who put real effort into off-season service and walked away discouraged.
But here’s the truth: off-season specials do work when you treat them like a system, not a one-time event.
Let me break it down into what actually works and how you can start turning this ship around now, before your November calendar is staring back at you with zero appointments.
1. Play the Long Game
Off-season service programs don’t usually explode overnight, and that’s okay.
Most successful dealers follow the three-year curve:
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Year one feels like crickets.
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Year two brings a few more bites.
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Year three is when customers expect it, trust it, and book early.
Think of it like farming. You’re planting something that grows stronger with each season. So yes, it’s worth starting this year, even if it’s not perfect. The goal isn’t immediate perfection; it’s long-term payoff.
2. Stop Relying on One Postcard
This is the number one mistake I see. Dealers send a postcard to 10,000 people, then cross their fingers. But postcards alone don’t create momentum. They’re just one piece of the puzzle.
You need a campaign that includes:
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A clear offer
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A printed mailer
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Email follow-ups
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A few well-timed texts
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Team members who can talk it up at the counter
Repetition plus variety equals action.
3. Segment Smartly
The “first come, first served” method will leave your shop overwhelmed in week one and empty in week four. Instead, break your offer into three groups:
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Group One: The early birds. Offer free pickup and your best pricing.
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Group Two: Mid responders. Offer discounted pickup and a slightly smaller discount.
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Group Three: Last-minute folks. No pickup deal, but they still get a parts or labor discount.
This allows you to manage your calendar, reward action-takers, and avoid burning out your techs.
4. Use the Busy Season to Fill the Slow One
You’ve got people waiting on service right now, which makes it the perfect time to say,
“Hey, if you want to skip the wait next year, we’ve got a winter service special. Want me to put you on the list?”
Start collecting names and email addresses. This becomes your warmest lead list when the slow season hits.
5. Want the Easy Button? We Built It
If you’re thinking, “This all sounds great, but I don’t have time to build any of it,” that’s exactly why we created our Off-Season Service Marketing Package.
We’ll handle:
✔ A 30-minute strategy call
✔ Three ready-to-send emails
✔ Postcard design
✔ Three text templates
✔ Help pulling a customer list if you need it
You just approve it and press go. It’s $995, seriously, that’s it and we do it all for you and then send you all of the things you need built for your specific dealership and situation!
📬 Click here to grab your spot
This isn’t about doing everything. It’s about doing the right things at the right time, before your schedule dries up.
You’ve got this. And if you don’t? We’ve got you.
Sara