Keeping the Board Full: Marketing That Works When Demand Slows

Effective shoulder season marketing is the difference between a stagnant board and a thriving business during demand dips. Paul Belessis, Growth Marketing Manager at ServiceTitan, sits down with Kelsey Knutsen, Marketing Director atCrisafulli Bros Home Services, and Andrea Reagan, CMO atAbove & Beyond Service Company, to share proven strategies for filling the gaps. The trio discusses leveraging unsold estimates through automated follow-ups, utilizing A/B testing to refine high-converting offers, and deploying hyper-targeted direct mail based on ServiceTitan data. They also explore the power of AI voice agents for speed-to-lead and the importance of internal team alignment. Whether you're navigating a dip in HVAC calls or looking to cross-sell plumbing and electrical services, this episode provides a tactical blueprint for maintaining consistent growth year-round.

Join us as we discuss: 

• [5:32] Implementing a shoulder season strategy and attacking unsold estimates
• [11:56] Centralizing your internal communication and incentivizing technicians
• [20:24] A/B testing, direct mail, financing, and social media marketing
• [35:27] Winning your neighborhood and knowing when to throttle your marketing spend
• [38:31] Tailoring AI agents to echo your brand’s voice and culture

Check out these resources we mentioned during the podcast:

• Marketing Pro
• Dispatch Pro
• Field Pro
• Atlas
• ServiceTitan Max

You can find this interview and many more by subscribing to Mastering ServiceTitan on Apple Podcasts, on Spotify, or here. 

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