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Seasonal Maintenance Campaign

Fill your slow season with maintenance calls from customers who already trust you.

$2,250–$12,000 per campaign send
based on 15–40 maintenance bookings at $150–$300 per tune-up, sent to a list of 200–500 past customers
⏱ 30 minutes
to set up

Import this blueprint into your automation tool:

Download Make.com Blueprint Build in Zapier ← All templates

How to import: Download the blueprint → go to make.com (free account) → Create new scenario → click the 3-dot menu → Import Blueprint → upload the file. Then replace the placeholder values (YOUR_TWILIO_NUMBER etc.) with your own.

What this does

Your past customer list is your highest-value marketing asset — and most HVAC businesses never use it. Two seasonal campaigns per year (spring AC tune-up in March, fall heat check in September) reliably generate 15–40 booked maintenance calls per send, at zero acquisition cost.

Before you start

  • ✓ A list of past customers with phone numbers (export from your job management software)
  • ✓ Google Sheets to hold the list
  • ✓ Zapier + Twilio or Gmail set up

Setup guide

1

Export and clean your past customer list

Export your job history from your CRM/scheduling tool. Keep: Customer Name, Phone, Email, Last Service Date. Delete duplicates. Remove anyone who's called in the last 30 days (they don't need a reminder). Save as a Google Sheet.

Pro tip: Filter to customers serviced in the last 2 years. Older than that and the number may be disconnected or they may have moved.

2

Add a "Campaign Sent" column

Add a column called "Spring 2025 Sent" to your sheet. Leave it blank for now. You'll mark it "Yes" after each customer is messaged so you don't accidentally send duplicates.

3

Set up the Zapier trigger

Trigger: "New or Updated Row in Spreadsheet" in Zapier. Set a filter: only proceed if "Spring 2025 Sent" is blank. This prevents re-sending to people already in the campaign.

4

Add a delay between messages (rate limiting)

Add a "Delay by Zapier" → 2 minutes between each message. This prevents all 200 SMS messages from firing simultaneously, which can trigger carrier spam filters. It also staggers incoming replies so you're not overwhelmed.

Pro tip: At 2 minutes per message, a list of 200 customers will take about 7 hours to complete. Start it in the evening so it runs overnight.

5

Send the campaign message

Add a Twilio SMS (or Gmail) action with the seasonal message. Use the spring or fall version depending on the time of year.

Spring campaign (send in March) 
Hi [First Name], it's [Your Name] from [Company Name]. Summer's coming fast — is your AC ready? We're booking spring tune-ups now before the rush hits. Past customers get priority scheduling. Want me to grab you a spot? Reply YES and I'll send you our available times.
6

Mark as sent and update your sheet

After the SMS action, add a "Update Spreadsheet Row" action in Zapier. Set "Spring 2025 Sent" to "Yes". This marks each customer as contacted so you don't re-send.

7

Launch the campaign

When you're ready to send (early March for spring, early September for fall), turn the Zap on. It will work through your list at 2 minutes per customer. When done, turn the Zap off.

Pro tip: Set a calendar reminder on February 15 and August 15 every year to prepare the list and launch the campaign.

All messages — copy & paste ready

Spring AC tune-up (send first 2 weeks of March)

Hi [First Name], it's [Your Name] from [Company Name]. Summer's coming fast — is your AC ready? We're booking spring tune-ups now before the rush hits. Past customers get priority scheduling. Want me to grab you a spot? Reply YES and I'll send you our available times.

Fall heat check (send first 2 weeks of September)

Hi [First Name], [Your Name] here from [Company Name]. Cold weather's on the way — is your heating system ready? We're running fall tune-ups now before the first freeze. Spots fill up fast. Want me to lock one in for you? Reply YES or call [Phone] to get scheduled.

Follow-up for YES replies

Great! Here are our available slots this week: [Day] at [Time], [Day] at [Time], [Day] at [Time]. Which works best for you? I'll get you on the schedule.

Pro tip

Segment your list by system age. Customers with systems 8+ years old get a different message: "Your system is getting older — a tune-up now could prevent a breakdown in peak season." This increases urgency and average ticket size.

Common questions

Is mass SMS legal?
Yes, as long as you have prior business relationships with these customers (they hired you before). This qualifies as transactional communication under TCPA. For best practice, include "Reply STOP to opt out" in your messages.
What if I get more replies than I can handle?
That's a good problem. Set up a simple triage: VA or office staff handles YES replies and books appointments. If you're solo, limit the campaign to your top 50 past customers first, then expand.
How often should I run this?
Twice a year maximum — spring and fall. More frequent than that and it starts to feel like spam. Keep it seasonal and tied to a real reason (tune-up time) and response rates stay high.

Need help setting this up?

Reply to your welcome email and I'll walk you through it. Most setups take under 30 minutes with help.

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