As a small business owner, you probably know the feeling: Your busy season brings a wave of customers, and then — just like that — they’re gone until next year. When you offer a seasonal service, this cycle can make your revenue feel like a roller coaster — and not in a good way.
But what if you could turn last summer’s (or fall’s, or holiday’s) one-time buyers into loyal, returning customers, automatically?
With the right CRM system and marketing automation software, it’s not only possible, it’s surprisingly easy.
The High Cost of One-Time Customers
Attracting new customers takes time and money — often much more than retaining existing ones. And yet, many seasonal businesses let customers slip away, only to start from scratch the following year.
If that sounds familiar, you're not alone. Many small business owners struggle to maintain consistent revenue when demand rises and falls with the seasons. You know there’s potential to bring people back, you just need a way to reach them at the right time, with the right message.
That’s where a CRM for small business comes in.
Why a CRM System Is Your Secret Weapon
Customer Relationship Management (CRM) software helps you organize and track your customer interactions. When paired with a marketing automation platform, it becomes a powerful tool to grow your seasonal sales year after year.
Here’s how:
- Tag your seasonal customers: Use your CRM software to segment customers who bought from you last year. You can tag them based on service type, purchase date, or location.
- Set up timely campaigns: With marketing automation, you can build email or text campaigns that automatically go out as the high season approaches, reminding past customers it’s time to book again.
- Personalize your outreach: Instead of blasting out generic promos, use the data in your CRM to tailor your message. Mention the exact service they booked last year, and offer a loyalty discount for returning.
- Stay top of mind — without lifting a finger: Once your automated campaigns are set up, they’ll run in the background while you focus on delivering a great experience.
Practical Examples: How Seasonal Businesses Use CRM and Automation to Bring Customers Back
Whether your busy season hits in summer, fall, or somewhere in between, your CRM system can help you reconnect with last year’s buyers and fill your calendar — without starting from scratch.
Start by tagging last year’s seasonal clients in your CRM software with a tag such as “Summer 2024 Clients.” Then create a simple automated email series to re-engage those past customers just before peak season starts again.
Here are a few examples of how different types of businesses use CRM and marketing automation software to drive repeat business year after year.
Pool Cleaning Services (Early Summer)
When to reach out: May–June
What to say:
- “Summer’s Coming – Book Your Pool Opening Today”
- “We’d Love to Serve You Again – Get 10% Off Repeat Service”
- “Spots Are Filling Fast – Reserve Your Pool Cleaning Now”
- “Refer a Neighbor, and You Both Save 15%”
Tutoring Businesses (Late Summer / Back-to-School)
When to reach out: July–August
What to say:
- “Give Your Child a Head Start This School Year – Book Summer Tutoring Now”
- “Spots Are Filling Up! Secure Your Back-to-School Tutoring Time”
- “We’d Love to Help {{Child's Name}} Feel Confident This School Year – Let’s Book a Session!”
- “Bring a Friend and You’ll Each Get $20 Off Your First Tutoring Session”
Gutter Cleaning & Roofing Maintenance (Fall)
When to reach out: September–October
What to say:
- “Don’t Let Clogged Gutters Ruin Your Fall – Book Now”
- “Beat the Rush—Schedule Your Gutter Cleaning Today”
- “Final Reminder – Keep Your Roof and Gutters Clear This Fall”
- “Book With a Neighbor and You’ll Each Get $25 Off”
By tagging past seasonal clients in your small business CRM, you can trigger automated, personalized campaigns that reach out at exactly the right time — without you lifting a finger.
The result? A calendar full of happy repeat customers, steady revenue during your peak season, and new referrals that help your business grow.
Build a Business That Doesn’t Start from Zero Every Season
Consistency is key to growth. By building repeatable systems that bring customers back year after year, you create a more predictable revenue stream and a more valuable business.
And your customers? They appreciate the convenience. A simple reminder at the right time can be all it takes to earn their repeat business.
If you’re tired of starting from scratch every year, check out Keap, the best CRM for small businesses. Whether you offer summer services, back-to-school specials, or holiday promotions, Keap gives you the tools to:
- Tag and segment seasonal buyers
- Automate timely and personalized follow-ups
- Track what’s working so you can do more of it
Don't let last year's buyers disappear. Bring them back — and build the consistency your business needs to grow year after year.
