Marketing During Uncertain Times: How to Keep Leads Coming In

In this episode, Joe Burnich and Mike Mancini break down how economic and political uncertainty impacts home service businesses—and more importantly, how to respond the right way.

They share real-world stories, common mistakes contractors make, and practical strategies to maintain (and even grow) your business when things slow down.

Key Topics Covered

1. Why You Should Avoid Politics in Business

• Sharing strong political opinions can hurt your brand and cost you customers
• Real example: a contractor losing potential clients just by how they answer the phone
• Bottom line: don’t alienate half your market

2. How Uncertainty Impacts Buying Behavior

• Customers shift from buying new to repairing existing systems
• Big-ticket purchases slow down (HVAC installs, remodels, etc.)
• “Wait and see” behavior becomes common during elections and economic shifts

3. The Biggest Marketing Mistake: Pulling Back

• Many businesses cut marketing when things slow down
• This creates long-term damage and lost momentum
• Joe’s philosophy: When things slow down, it’s go time

4. Smart Marketing Strategy During Slow Periods

• Increase visibility while competitors pull back
• Invest in:
  • SEO
  • Content creation
  • Ads
  • Website improvements
• The work you do now compounds when demand returns

5. Budgeting for Marketing (The 10% Rule)

• Set aside ~10% of revenue for marketing
• Save during busy times, spend more during slow periods
• Having a “marketing reserve” reduces stress during downturns

6. What to Do If You Don’t Have a Budget

• Focus on free or low-cost strategies:
  • Networking and partnerships
  • Community involvement
  • Referral building
  • Website updates
• Use downtime productively instead of waiting

7. Seasonal Slowdowns Are Normal

• Example: Thanksgiving through Christmas lull
• Leads may cost more, but demand still exists
• Consistency is key to long-term growth

8. Double Down on the Basics

• Answer your phone professionally
• Ask for Google reviews
• Follow up with past customers
• Don’t let standards slip when things get slow

9. Reposition Your Services

• Shift messaging from “upgrade” to “prevent problems”
• Examples:
  • “Prevent costly repairs”
  • “Protect your home”
• Meet customers where their mindset is

Key Takeaways

• Stay neutral publicly to protect your customer base
• Never stop marketing during uncertain times
• Use slow periods to gain a competitive advantage
• Build systems and assets that pay off later
• Focus on fundamentals and consistency

Connect with the Hosts

Mike Mancini

• Website: mancini digital.com
• YouTube: Mike Mancini

Joe Burnich

• Website: bigwestmarketing.com
• YouTube: Big West Marketing / Joe Burnich

Final Thought

Uncertainty is inevitable, but how you respond determines whether your business stalls or grows. The contractors who lean in during slow times are the ones who win w

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini