The spring card gets approved in June, after the first heat wave. Homes with weak systems have already called someone else.
HVAC play · Seasonal campaigns
HVAC seasonal campaigns that mail before the first heat wave, every year.
The spring AC check and fall furnace safety check are the two campaigns every HVAC company should run, and most send them too late or not at all. Spur builds the list once, writes the card for each season, and mails it 6 to 8 weeks before your market's first hot or cold week, automatically, year after year.
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USPSFirst-Class
Erik Lindqvist15422 Juniper LnApple Valley, MN 55124Scan to book before October
Erik L. booked a furnace safety check · 37 min ago
AI-written for this owner · Mailed in 2 days
6–8 wksbefore the first heat wave or freeze
Twice a yearspring cooling and fall heating, set once
Auto-repeatthe same campaigns every season
The problem
Seasonal HVAC mail usually lands when the phones are already ringing.
Techs run overtime in July and January and wait for calls in April and October. Seasonal mail is how you move work into the slow weeks.
Each season means a new list, a new design, and a new print order. When the office is busy, the campaign gets skipped.
How it works
From list to mailbox in one workflow.
Five steps to set the calendar once and let it run.
app.usespur.com
See it in Spur
A fall furnace campaign list in Spur
Sample homes in one Twin Cities suburb for the fall heating campaign. Names are partly masked.
Zip 55124Single-familyOwner-occupiedBuilt 1995–2012No service in 6 moMail Sept 1
- Erik L.15422 Juniper Ln2,310 sq ft · built 2005Gas furnace likelyOwned 16 yrs
- Holly & Sam D.14980 Embry Path2,900 sq ft · built 1999Owned 22 yrsTwo-story
- Ming Z.15811 Fairgreen Ave1,840 sq ft · built 2010Owned 10 yrs
- Ruth A.13706 Flagstaff Ave2,050 sq ft · built 1997Owned 25 yrsLikely 2nd furnace
- Nate P.15290 Hayes Rd2,470 sq ft · built 2008Owned 12 yrs
AI draft for Erik L. · 15422 Juniper Ln
BEFORE THE FIRST FROST: IS THE 2005 FURNACE READY?
Hi Erik, homes on Juniper Lane were built around 2005. If yours still has the original furnace, it's heading into its 20th Minnesota winter.
Our $89 fall safety check covers the heat exchanger, burners, flame sensor, igniter, filter, and a carbon monoxide test, with a written report. It takes about an hour and it's the best way to avoid a no-heat call on the first below-zero night.
Scan the code to pick a September or early October time. Those fill up first.
North Star Heating & Cooling · MN Lic. #BC738201 · (952) 555-0126
Sample data for illustration. Your results depend on your market and filters.
Playbook
How to time HVAC seasonal campaigns for your climate
HVAC demand follows the weather, and the weather follows a calendar. That makes seasonal campaigns the most predictable marketing an HVAC company can run. The goal is simple: get a technician in front of aging equipment before the season stresses it, and fill the slow weeks before the rush.
ENERGY STAR recommends a pre-season check of the cooling system in spring and the heating system in fall. That gives you two natural campaigns with a clear reason to book: a spring AC check and a fall furnace or heat pump safety check. Both are low-cost offers, both put a technician next to equipment that may need repair or replacement, and both are the natural moment to offer a maintenance plan.
Timing is where most campaigns fail. Mail needs to land 6 to 8 weeks before your market's usual first heat wave or cold snap, which is earlier than most people think. In Phoenix or Houston, the spring card should mail in February or early March. In the Midwest and Northeast, the spring card goes out in April and the fall card in late August or early September. Mailing in June means you're competing with every no-cool emergency instead of booking calm, scheduled visits.
The fall campaign carries a genuine safety message. The CDC estimates that more than 400 Americans die each year from unintentional, non-fire carbon monoxide poisoning, and fuel-burning heating equipment is one of the common sources. A furnace safety check with a carbon monoxide test is a responsible, useful offer. Keep the tone factual rather than alarming.
Set it up once. The list, the two cards, and the mail dates should repeat every year without anyone rebuilding them. Each season, review which streets and offers produced scans and bookings, adjust the list, and let the next round go out on time.
9.8×return on two seasonal drops plus a year of Spur Team
Two seasonal drops that fill the slow weeks.
- Spur Team: $588/yr, plus 2 drops × 800 homes = 1,600 postcards at $0.94 = $1,504
- 40 tune-ups at $89 = $3,560, and 2 replacements from those visits at $8,500 = $17,000
- $20,560 from $2,092 of software and postage = 9.8×
Example math. Booking and replacement rates vary by market and system age. Run your own numbers →
One tool, not four
Spur vs. the usual seasonal marketing routine
What you needThe usual waySpur
Seasonal listRebuilt every spring and fall✓ Built in
Card for each seasonNew design every time✓ Built in
Mail dates set for your climateWhenever someone gets to it✓ Built in
Repeat next yearStart over✓ Built in
Scan alerts and trackingWaiting for calls✓ Built in
Seasonal Campaigns by the numbers
Why pre-season checks are worth mailing
Spring + fall
ENERGY STAR recommends a pre-season check of cooling in spring and heating in fall
400+
Americans die each year from unintentional, non-fire carbon monoxide poisoning
9.8×
return on two seasonal drops plus a year of Spur Team
FAQ
HVAC seasonal campaign questions
When should HVAC companies send spring and fall postcards?
6 to 8 weeks before your market's usual first heat wave or first freeze. In hot southern markets the spring card often mails in February or March. In northern markets the fall card mails in late August or early September.
What's the best offer for an HVAC seasonal campaign?
A low-cost pre-season check: an AC tune-up in spring and a furnace or heat pump safety check in fall. Add a maintenance plan offer on the same card.
Can Spur repeat the campaigns every year?
Yes. Set the list, the cards, and the mail dates once, and the campaigns repeat each season. You can update the offer or list before each drop.
Should seasonal mail go to my existing customers?
Send plan members a reminder instead of an offer, and send past non-member customers the seasonal offer with a plan upsell. Exclude anyone serviced in the last six months.
How do I market HVAC services in the slow season?
Seasonal campaigns are how you move work into the shoulder months. Mail before the season changes so homeowners book scheduled tune-ups in April and October instead of emergency calls in July and January.
Keep exploring
Related plays and guides
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