Florida demand doesn’t follow the two-season calendar most national marketing plans assume. Heat and humidity keep cooling, moisture and pest work coming in all year, and part-time residents change who searches and who approves the work. State requirements also create work that has nothing to do with the weather. At Riley Summers, we plan Florida campaigns around when that demand actually happens and who is making the decision.
Florida Year-Round Service Demand
Florida demand doesn’t stop for winter. What changes is which services lead, and our campaigns follow that shift all year.
Read more →Florida Seasonal Residents & Home Services
Seasonal owners search from other states and Canada, and often leave the booking to someone local. Our approach to reaching them.
Read more →Florida Regulations & Home Service Demand
Some Florida work happens because a rule requires it. Our approach to reaching customers facing insurance, code and condo inspection requirements.
Read more →How we plan for Florida demand
Demand in Florida rarely switches off, but it changes through the year and from one household to the next. A campaign that follows those changes spends where the work is. A campaign built on a national calendar spends where it expects the work to be.
About The Author
Mark Riley is a marketing executive and the founder of Riley Summers Marketing Group, where he leads customer acquisition strategy for home services businesses across paid search, Google Local Services Ads, local SEO and paid social media. He rose to VP of Digital at a national legal-marketing agency, where the digital programs he led generated a significant share of its revenue. Over a 15+ year career, he has managed more than $70 million in digital advertising spend, much of it in one of the most expensive and competitive advertising categories in North America. He measures marketing by what it costs to win a booked job, not by traffic or lead volume.