How Wisconsin HVAC companies fill the slow weeks between heating and cooling season with maintenance plans, timed texts, and offers that aren't discounts.
Late April and early October are rough months for a lot of HVAC companies. The furnace calls have slowed. The AC calls haven't started yet. If you've felt that gap in your calendar, you're not alone.
Why the shoulder season hits HVAC hardest
Wisconsin weather makes this worse than in milder states. Heating season runs long. Cooling season is short and intense. The in-between weeks can feel dead by comparison. Think spring thaw and early fall. Your revenue may depend mostly on emergency calls. If so, those weeks show up clearly on your books.
The fix isn't waiting it out. It's building work that doesn't depend on the weather being extreme.
Maintenance plans are the real answer
A maintenance plan turns unpredictable emergency work into scheduled work. You can plan for it ahead of time. Don't wait for a furnace to die in January. Do a tune-up in April or October instead. That's when your schedule has room for it.
Here's a simple structure that works for a lot of one and two-truck shops:
- Two visits a year, one before heating season, one before cooling season
- A flat annual price, often somewhere in the $150-$300 range depending on the market
- Priority scheduling for members if something breaks between visits
The math works in your favor even at a modest price. You're filling slow weeks with work you control the timing of.
The spring text list
Before the shoulder season hits, pull a list of customers you serviced in the last 12-18 months. A simple, short text works better than a long email:
"Hey, it's [name] from [company]. Spring tune-up season is here, want me to get your AC checked before the heat hits? Text back and I'll get you on the calendar."
Send this in batches over a few days. Don't send it all at once. That way you won't feel swamped if people respond fast. Want help writing texts like this? Our prompts guide has ready-to-use examples. They're built for contractors.
An offer that isn't a discount
Cutting your price during the slow season trains customers to wait for a deal. It also eats your margin right when you need it least. A better move is adding value instead of subtracting price.
Some options that work well:
- A no-cost filter delivery for the year with a maintenance plan signup
- A priority scheduling guarantee if something breaks during peak season
- An extended warranty on parts if serviced through your maintenance plan
These all cost you less than a straight discount. They also give the customer something they actually notice.
Use the slow weeks for equipment upgrades
Shoulder season is also the best time to sell replacement systems. There's no pressure and no emergency. A homeowner thinking about a new furnace in June has time to think it through. They can compare options. They can decide without the stress of a broken system in January.
Bring this up during maintenance visits: "Your unit's about 12 years old, want me to walk you through what a replacement would look like, no rush, just so you have the info?" Talks like this have no pressure. They convert better than a hard sell ever does.
Track which slow-season efforts actually work
Not every shop needs the same mix. Some do better with maintenance plans. Others get more traction from equipment upgrade talks. Keep simple notes on what brought in work each shoulder season. Then you can repeat what worked and drop what didn't.
Build the calendar a season ahead
The shops that handle shoulder season best aren't scrambling in April. They planned in February. Set a reminder six weeks before each shoulder season. Use it to pull your customer list, plan your texts, and check that your maintenance plan pricing is current.
Don't let the crew sit idle either
Shoulder season isn't just about keeping the phone ringing. It's about keeping your techs busy too. Use slower weeks for equipment training, truck maintenance, or paperwork that got pushed aside. A tech who spends a slow Tuesday learning a new brand of heat pump is worth more to you. That pays off the next time that brand shows up on a job.
Price maintenance plans to actually make sense
A maintenance plan priced too low barely covers your cost to send a tech out twice a year. Price it too high and homeowners skip it. Look at what a single service call costs a non-member. Make sure the plan price sits comfortably below that for two visits. It still needs to cover your labor and a small margin. Most successful plans feel like an easy yes, not a hard sell.
Reach out to builders and property managers
Shoulder season is also a good time to build relationships that pay off later. New construction crews and property managers often need HVAC work scheduled outside of peak season. They plan months ahead instead of reacting to a breakdown. A short call or drop-in visit during a slow week can turn into steady referral work. That work can carry you through the rest of the year.
Questions people ask
How many customers typically sign up for a maintenance plan?
It varies a lot by market. But even a modest signup rate from your existing customer list can fill several weeks of an otherwise slow schedule.
Should I offer maintenance plans to brand new customers too?
Yes. Mention it right after the first job, while the relationship is fresh. New customers who just had a good experience are often the easiest to turn into a plan member.
What if a customer says no to the text?
Leave it there. A simple "no worries, we'll reach out again next season" keeps the relationship friendly without pushing. Pressure after a no tends to cost you the next season's chance too.