Marketing During Uncertain Times: How to Keep Leads Coming In

In this episode, Joe Burnich and Mike Mancini break down how economic and political uncertainty impacts home service businesses—and more importantly, how to respond the right way.They share real-world stories, common mistakes contractors make, and practical strategies to maintain (and even grow) your business when things slow down.Key Topics Covered1. Why You Should Avoid Politics in Business Sharing strong political opinions can hurt your brand and cost you customers  Real example: a contractor losing potential clients just by how they answer the phone  Bottom line: don’t alienate half your market2. How Uncertainty Impacts Buying Behavior Customers shift from buying new to repairing existing systems Big-ticket purchases slow down (HVAC installs, remodels, etc.)  “Wait and see” behavior becomes common during elections and economic shifts 3. The Biggest Marketing Mistake: Pulling Back Many businesses cut marketing when things slow down  This creates long-term damage and lost momentum  Joe’s philosophy: When things slow down, it’s go time4. Smart Marketing Strategy During Slow Periods Increase visibility while competitors pull back  Invest in:  SEO  Content creation  Ads  Website improvements  The work you do now compounds when demand returns 5. Budgeting for Marketing (The 10% Rule) Set aside ~10% of revenue for marketing  Save during busy times, spend more during slow periods  Having a “marketing reserve” reduces stress during downturns 6. What to Do If You Don’t Have a Budget Focus on free or low-cost strategies:  Networking and partnerships  Community involvement  Referral building  Website updates  Use downtime productively instead of waiting 7. Seasonal Slowdowns Are Normal Example: Thanksgiving through Christmas lull  Leads may cost more, but demand still exists  Consistency is key to long-term growth 8. Double Down on the Basics Answer your phone professionally  Ask for Google reviews  Follow up with past customers  Don’t let standards slip when things get slow 9. Reposition Your Services Shift messaging from “upgrade” to “prevent problems”  Examples:  “Prevent costly repairs”  “Protect your home”  Meet customers where their mindset is Key Takeaways Stay neutral publicly to protect your customer base  Never stop marketing during uncertain times  Use slow periods to gain a competitive advantage  Build systems and assets that pay off later  Focus on fundamentals and consistency Connect with the HostsMike Mancini Website: mancini digital.com  YouTube: Mike Mancini Joe Burnich Website: bigwestmarketing.com  YouTube: Big West Marketing / Joe Burnich Final ThoughtUncertainty is inevitable, but how you respond determines whether your business stalls or grows. The contractors who lean in during slow times are the ones who win wVisit Joe at: https://bigwestmarketing.com/Or his Youtube at: https://www.youtube.com/joeburnichVisit Mike at: https://www.mancinidigital.com/Or his Youtube at: https://www.youtube.com/@MikeMancini