How to Market Generators During Storm Season
Maximize demand and capture leads when homeowners are most motivated to buy backup power
Storm season is make-or-break for generator installers. When power outages hit the news, demand surges dramatically. The installers who prepare in advance—with marketing ready to deploy, inventory secured, and processes optimized—capture the lion's share of this seasonal demand.
Step-by-Step Guide
Prepare 6-8 Weeks Before Storm Season
Don't wait for the first hurricane warning. Update your website with storm-relevant messaging. Create ad campaigns ready to launch. Stock inventory and line up installation crews. Have email/text campaigns drafted for quick deployment.
In Florida, prepare by late May. In the Northeast, prepare by early summer for hurricane season and fall for early winter storms.
Scale Advertising Spend Strategically
Increase budgets as storm season approaches. When storms are forecast, be ready to 2-3x your normal ad spend. Monitor weather news and adjust daily. Pause spending after storms pass and demand normalizes.
Set up automated budget rules in Google and Meta Ads to scale quickly when needed.
Create Storm-Specific Messaging
Shift messaging to urgency and protection. "Don't Wait for the Next Outage" resonates during storm season. Reference recent outages or upcoming weather. Emphasize peace of mind and family safety.
Create multiple ad variations ready to deploy: pre-storm awareness, during-storm urgency, post-storm "don't let it happen again."
Activate Database Reactivation
Contact past quotes and inquiries when storms are forecast. "Remember when you got a quote from us last year? With [Storm Name] approaching, now might be a good time to revisit that decision." Timing is everything.
Send texts when storms are 3-5 days out—close enough to be relevant, far enough for installation.
Prepare for Lead Surge
Have processes ready to handle 3-5x normal lead volume. Ensure someone can respond within 5 minutes during business hours. Set up auto-responses for after hours. Brief your team on the surge protocol.
Staff up temporarily if needed. Missing leads during peak demand is extremely costly.
Manage Customer Expectations
Be transparent about lead times during high-demand periods. Better to set realistic 4-6 week timelines than overpromise. Offer to get customers on the schedule with a deposit to secure their spot.
Create a waitlist system for overflow demand. These become your first calls when capacity opens.
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