1851

Many franchises have busy times throughout the year, but there are many brands that are very seasonal in nature, with starker peak periods. Most outdoor brands, like pool servicing, mosquito control, lawn care and more, have high peak seasons (which can differ across the country), and low off-seasons. Many franchisees focus their marketing efforts on the peak season, but should be spending the off-season laying the groundwork for a successful peak season. 

Rob Krohn, Vice President of Marketing at <a href="https://epconfranchising.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=making-the-most-of-a-seasonal-franchise-business-2708721" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank">Epcon Franchising, one of the 50&nbsp;largest home builders in the country</a>, manages the brand&rsquo;s marketing co-op program and assists franchise builders with all forms of marketing. He also oversees marketing guidance, program implementation and analytic evaluation for the franchisor&rsquo;s digital marketing strategy and has helped Epcon achieve a 200 percent lead increase over the past three years. 

&ldquo;As a homebuilding company, seasonal weather plays havoc with construction schedules. The home buying process is seasonal as well, with most people buying in the spring and fall,&rdquo; Krohn said. &ldquo;It important in these &lsquo;down&rsquo; times to make sure [our franchisees] are sowing the seeds for success for when the weather or the season changes. Are you reviewing your profitability? Are you creating new marketing assets or ensuring you are consistently investing in marketing and advertising campaigns? Are you planning and preparing for the busy season to maximize your productivity when it hits?&rdquo; 

Krohn adds that many companies stop marketing when they are busy and can&#39;t afford to market when they are not, but encourages franchisees to be consistent in their effort and investment into marketing to be set up for success year-round, and to catch prospects during the research phase, which can happen at any point during the year. 

&ldquo;If you are only marketing when things are good or in-season, you are missing a great deal of opportunity that could come your way when people are plotting their decisions,&rdquo; said Krohn. &ldquo;In many industries, especially homebuilding, the sales process is long and customers are thinking about their options even during your slow season. Marketing year-round ensures that they don&rsquo;t miss your brand in the early stages of their research.&rdquo;

Dan Shube, Chief Marketing Officer of <a href="https://www.laborfinders.com/franchising/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=making-the-most-of-a-seasonal-franchise-business-2708721" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank">Labor Finders International, Inc., a franchise that specializes in industrial labor staffing</a>, adds that in addition to maximizing profits during the peak season, the off-season is a time for short and long-term planning, including researching new business options that could be a complementary revenue stream. Shube notes that since much of the brand&rsquo;s temporary staffing business is in construction, he has seen firsthand how winter weather can cause construction sites to slow down, causing costly delays, and that many companies opt to open another business that has an opposite peak season. 

&ldquo;There are two options for a seasonal brand to get through the off-season: Diversify, or not,&rdquo; said Shube. &ldquo;If selecting to diversify, try to find a business that is similar or complementary. If you clear snow in winter, perhaps look into power washing when the snow melts. Before jumping in, test your business idea, or consider an acquisition or bringing on someone with experience in the new area you want to move in to.&rdquo; 

Whether franchisees of a seasonal brand choose to diversify their portfolios with a complementary business or not, they should make the most of their down time during the off-season to build a year-long marketing strategy to build brand awareness and be top of mind for customers in the peak season.

Making the Most of a Seasonal Franchise Business

1851 Franchise

Experts provide advice for franchisees of seasonal businesses on marketing strategy and when to consider diversifying their portfolios to make the most of the off season and set themselves up for success year-round.

making-the-most-of-a-seasonal-franchise-business

The Cleaning Authority

image of cleaning authority employees ready to help.

The Cleaning Authority Delivers the Consistency Homeowners Crave

the-cleaning-authority-housecleaning-maid-service-franchise

Clean Homes, Strong Teams: Why The Cleaning Authority Is a Proven Path to Franchise Success

the-cleaning-authority-franchise-opportunity

Shuckin' Shack

Photo of Shuckin' Shack team member handing drinks to guests

How the Shuckin’ Shack Training Program Prepares Franchise Partners To Open With Confidence

shuckin-shack-franchise-training-support

Right at Home

image of Chrissy Heiss of right at home franchise marietta 

Post-Acute Care Professional Turned Franchisee to Share Experience With Right at Home in Upcoming Franchise Education Webinar

right-at-home-chrisy-heiss-success

Biscuit Belly Franchising

Biscuit Belly CEO Shares Brand’s Growth Journey on “Emerging Franchise Brand” Podcast

biscuit-belly-ceo-shares-brands-growth-journey-on-emerging-franchise-brand-podcast

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Photo of Paris Baguette pastries and beverages 

Paris Baguette Celebrates 250th Café Opening in Frederick, Maryland, Accelerating Expansion and Reviving the Neighborhood Bakery Café

paris-baguette-250th-north-america-cafe

Restaurant Chains Open Their Wallets To Jump-Start Franchise Growth - 1851 Franchise

Restaurant Chains Open Their Wallets To Jump-Start Franchise Growth

restaurant-franchise-incentives-cash-royalty-holidays-fee-reductions

U.S. Budget Deficit Rises as Tariff Revenues Increase — Potential Considerations for Franchising

us-budget-deficit-rises-as-tariff-revenues-increase-potential-considerations-for-franchising

Dickey's Franchisee Backlash - Lawsuits - Disputes - 1851 Franchise

Texas-Based Dickey’s Barbecue Pit Grapples with Franchisee Backlash

dickeys-barbecue-pit-franchisee-lawsuits

Design with person in blazer, with laptop, holding sign that reads "LOOKING FOR A JOB"

Uptick in Jobless Claims Points to Continued Instability in Labor Market

jobless-claims-franchise-growth

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores - Agg - 1851 Franchise

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores

hooters-franchise-model-company-owned-closures

Rising Jobless Claims Could Signal Challenges — and Opportunities — for Franchising

rising-jobless-claims-affect-franchising

"Come in, We're OPEN" sign against abstract background

Small Business Optimism Dips, Raising Concerns for Franchise Owners

small-business-optimism-dips-raising-concerns-for-franchise-owners

Wendy's CEO Kirk Tanner Steps Down - Breaking News - 1851 Franchise

Wendy’s CEO Kirk Tanner Steps Down Amid Challenges, Leaving Franchisees Facing Uncertainty

wendys-ceo-transition-kirk-tanner-franchisee-uncertainty

1851 Keyword - The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

part-time-franchises-picking-the-right-model

Hely and Hiral Patel Bring Their Longtime Dream to Life With The Brass Tap

brass-tap-franchise-pasadena-maryland-hely-hiral-patel

1851 Franchise Deep Dive graphic with Sparkle Squad logo

Sparkle Squad Franchise Costs, Fees, Profit and Data for 2025

franchise-deep-dive-sparkle-squad-franchise-costs-fees-profit-and-data

graphic for a spotlight from 1851 franchise featuring Kevin Rarick from caring transitions

Making the Most of a Seasonal Franchise Business

MORE STORIES LIKE THIS