It’s one of those things that keeps getting pushed back. It pops up on your to-do list every week, and you grumble a little as you delay it another week. You were going to handle it yesterday, but you got that emergency call and none of your techs was going to be able to handle it. HVAC, plumbing, and electrical business owners like you are busy thinking about everything you need to handle today. So when should you start preparing your marketing for 2026?
Well, the simple (and most profitable) answer is that you’re already too late. Waiting until the new year arrives is a common mistake. It’s a mistake that can leave you playing catchup for the whole year. Consider the advantages of starting your marketing planning earlier … like right now?
1. Time is Your Greatest Asset
Strong, effective marketing campaigns take time to develop. Not only do you need to do research and land on a strategy, but then you need to execute your plan. Starting right now gives you a couple months to do all this:
- Analyze Your 2025 Performance. Did your channels hit your targets? What didn’t? Did your Google Local Services Ads generate quality leads? How effective were your social media efforts? Studying and thinking about what worked and what didn’t will inform your 2026 strategy.
- Set Measurable Goals. It’s not enough to say you want more customers. You need clearly defined goals using specific numbers. How many leads do you need every month to hit your revenue targets? How should you allocate your budget across different channels – and what measurements will tell you how well (or poorly) those channels are performing?
- Generate Good Content. It takes time to create compelling blog posts, videos, and website content. The earlier you start, the better you’ll be able to build a library of helpful resources that will attract and educate potential customers – and cement your reputation as a local expert.
- Allocate Your Resources. Whether you’re working with an internal team or an external marketing partner, make sure you have the right people and tools to execute it effectively.
2. Keep Up with Digital’s Evolution
You know how quickly today’s digital marketplace is changing. We’re shifting toward what some call a “post-search” world, as AI, voice search, and other technologies transform the way home services pros like you find and interact with consumers. You need to take steps like these as soon as you can:
- AI Search. Optimize your website content needs to align with how AI models process information. Your site should use familiar, natural language and focus on providing clear answers to common questions. That leads to a stronger digital reputation that’s built on authority and trust.
- Voice Search. Now that more people are using digital assistants such as Siri, Alexa, and Google Assistant, make sure you’re prepared to take advantage of those all-important long-tail, conversational keywords.
- Video’s Power. Posting short-form video content on platforms like TikTok and Instagram Reels isn’t just for fun. Well-scripted and executed video is a powerful tool for showing off your team, providing quick tips, and building trust with your community.
3. Beat the Competition to the Punch
We don’t need to tell you you’re in a competitive industry. Getting started now means you’ll be able roll out a carefully planned strategy in January, while your rivals are still trying to find the time to think about theirs. Starting early lets you:
- Secure Prime Placements. Preparing paid ad campaigns before the holiday rush ensures you’re visible when people are making their New Year’s resolution to tackle that home project.
- Establish Your Authority. Consistently creating valuable content and engaging with your audience establishes your business as your area’s go-to provider, making it less likely that a potential customer will switch to a competitor.
- Capitalize on Demand. Advance planning ensures you don’t miss out on seasonal opportunities to capture business.
4. Set Ad Spend Using Growth Expectations
A common questions from contractors is “How much should I be spending on marketing?” The correct answer for your business depends entirely on your goals. Do you hope to maintain steady revenue, or are you more interested in pushing for aggressive growth?
Marketing is a marathon, not a sprint. As your goals become more ambitious, your investment needs to become consistent to build and sustain momentum. Based on Cornerstone’s experience working with contractors nationwide and today’s industry standards, these are good starting points:
- To Maintain Your Business (0% growth). If your goal is simply to hold steady and replace natural customer turnover, you should invest around 5% of annual revenue in marketing. That allows you to maintain lead flow and brand visibility without aggressive expansion.
- To Grow by Around 10%. Moderate growth demands a stronger push. For businesses hoping to boost revenue by roughly 10%, a marketing investment closer to 8 to 10% of annual revenue is usually needed. The increase contributes to stronger brand presence, multiple lead sources, and a steady increase in new customer acquisition.
- To Grow by Double Digits (15–20%+). Ambitious expansion requires a more aggressive budget, typically 12 to 14% of annual revenue. At this level, you’re fueling omnichannel marketing that includes paid search, SEO, reputation management, video, and local advertising.
It’s important to remember that these percentages aren’t just about buying leads – they represent what it typically takes to build a foundation for long-term brand recognition, customer loyalty, and predictable growth. The effectiveness of your marketing investment can vary based on many factors, including the strength of your existing brand, how aggressively competitors are spending, changes in the economy, and even the impact of weather patterns on seasonal demand. When treated as a sustained investment rather than a quick campaign, marketing becomes one of the most reliable engines for scaling your business.
Your Q4 2025 Marketing Checklist for 2026 Success
If you’re ready to get started right now, this simple checklist will guide your planning:
- Review 2025 Data. Look at your website traffic, lead sources, and ad performance. Which services were most profitable? Where did your best customers come from?
- Pinpoint Your Target Audience. Are you still reaching the right people? Have their needs or behaviors changed? Create or update your customer personas to reflect your ideal clients.
- Create 2026 Goals. Set specific, measurable, achievable, relevant, and time-bound (SMART) goals for the new year.
- Audit Your Digital Presence. Is your website mobile-friendly? Is your Google Business Profile up-to-date? Are you receiving and responding to online reviews?
- Build Your Content Calendar. Plan your blog posts, social media content, and email campaigns for the first quarter.
- Create Budget Allocations. Determine how much to invest in marketing and how to best allocate it among the channels you’ll use to connect with customers (e.g., SEO, PPC, social media, local ads).
Or Choose A Partner to Handle the Heavy Lifting
Want to have more time to focus on those day-to-day issues? Entrust your marketing efforts to your very own outsourced Cornerstone marketing team. Our marketing professionals have plenty of experience at helping businesses just like yours with everything from marketing plans, budgeting, and creating content that generates proven results. We know your industry, and we know what it takes to stand out and succeed.