Marketing Secrets That Filled My Christmas Light Calendar (No BS Guide)

What's up, Christmas lights pros? Jason Geiman here, and today, we're diving into one of the most common questions I get: How do you get more leads for your business? Whether you’re in the Christmas lights industry, pressure washing, lawn care, or something else, marketing is the key to unlocking success. Today, I’ll share actionable marketing strategies that will help you scale your business, get high-quality leads, and most importantly, secure great-paying jobs.

The Foundation: Your Mindset

Before we get into specific tactics, let me tell you about the importance of mindset. One of my favorite books is "Rethink Everything You Know About Social Media." It's not a big book—just 83 pages—but it's full of practical tips on how to leverage social media to grow your business. If you’re looking to level up, read it. And don’t give me excuses about not liking to read; this book is easy and highly relevant for anyone who wants to succeed.

I had a friend down in Florida who is a part-time pressure washing and Christmas light installer. He’s also a full-time firefighter, working 56 hours a week. Last year, he made over $250,000 in his side business. How? He stayed focused, had the right mindset, and didn’t make excuses. He believed he could charge higher prices, even in a competitive market like Florida, and he made it happen.

If you believe you can only charge low prices in your area, you’re right—that’s all you’ll ever get. But if you believe in your value and push for premium pricing, you can achieve so much more. Every morning, my friend listens to motivational content to start his day with the right mindset. This is key: you have to believe you’re worth it.

The Basics of Lead Generation: Diversify!

Marketing your business means diversifying your lead sources. You should never rely on a single channel to get leads. Instead, spread your efforts across different platforms and methods:

1. Facebook – Use both organic and paid marketing. Posting two to three times a day organically helps keep you in front of your audience. Run targeted ads to drive more leads.

2. Google Business Profile – This should be one of your top priorities. Optimize your profile with photos, reviews, and regular updates. See this blog post for more information: Unlocking the Power of Google Business Profile

3. Yard Signs – Yard signs are inexpensive and incredibly effective, especially for local work. Keep them simple: no logo, just your service and phone number.

4. Google Ads – Google Ads can be powerful, but they do require an investment. Remember, to make $100,000, you should plan to spend $10,000–$15,000 on marketing.

5. LinkedIn – LinkedIn is amazing for commercial leads. Post regularly and engage with other people’s content to build relationships and generate opportunities.

6. Networking – Whether in person or online, networking is critical. Join community groups, apartment associations, or local events where your target customers might be.

7. Text & Email Follow-Ups – Follow up on every lead until they say yes or no. This is where many people fall short. Follow up consistently to stand out.

   

Consistency is Key

One thing that separates successful people from the rest is consistency. When it comes to social media, for instance, you can’t just post once a month and expect results. You need to post multiple times per day. Bobby Duncan, a Christmas light installer, posts 5 to 6 times per day and makes a lot of money—all from organic Facebook. He shows that consistency works.

Consistency isn’t just for social media. It applies to all of your marketing channels. Whether it’s sending out text messages, posting on LinkedIn, or distributing yard signs, being consistently present will get you noticed. You have to be relentless in your marketing.

The Power of Raising Your Prices

When you start getting more leads than you can handle, it’s time to raise your prices. This is how you can charge $12, $14, or even $16 a foot for Christmas lights. Demand is high, and your availability is limited—use that to your advantage. Pricing isn’t a race to the bottom. Don’t let competitors’ low prices dictate your value. You need to charge what you’re worth.

One mistake that many new installers make is focusing too much on what competitors are doing. Remember, your competition isn’t paying your bills. If you worry too much about what others are charging, you’ll limit yourself. Trust your pricing and market value based on the quality of work and customer experience you provide.

Being Prolific and Relentless

Successful marketing isn’t just about showing up; it’s about showing up often and showing up well. You need to be prolific, consistent, and relentless in your pursuit of leads. This means doing things even when you don’t feel like it—like putting out yard signs after a long day or posting on social media when you’re tired. It’s about pushing through those moments because you know they lead to growth.

One of my students down in Florida does it all: Facebook ads, yard signs, website SEO, and networking. He’s putting himself out there on multiple platforms, and that’s why he was able to hit $250,000 in revenue part-time. He’s diversified his lead sources so that even if one channel dries up, he still has others bringing in work.

The Importance of Diversification

Diversification doesn’t mean you need to do everything all at once, but it does mean you should be exploring multiple ways to get leads. Putting all your eggs in one basket is risky. Imagine relying solely on Facebook, and then suddenly, your account gets restricted. Or maybe you only use Google Ads, and Google changes their policies or algorithms. Diversification keeps you flexible and helps protect your lead flow.

When my friend down in Florida was getting leads from 10 different sources in a single week, it demonstrated the power of diversification. Google Ads, yard signs, Facebook groups, LinkedIn, door hangers—all of these channels were bringing in leads. Diversification means if one channel falters, your entire business doesn’t crash with it.

Mistakes to Avoid in Marketing

Let’s talk about some common mistakes that many people make when marketing their business:

1. Lack of Follow-Up – If you’re not following up multiple times, you’re leaving money on the table. Remember, the average person needs to see a message 7 to 10 times before taking action.

2. Putting Out Too Few Yard Signs – Don’t just put out 10 yard signs and expect miracles. You need to put out hundreds to see results.

3. Not Testing Ads – Whether it’s Facebook or Google Ads, you need to test different versions. Test A vs. B, test different creatives, test different calls to action—this is how you optimize and find what works best.

4. Ignoring Offline Marketing – Digital is powerful, but don’t forget offline marketing. Yard signs, door hangers, and vehicle wraps all help build credibility and brand awareness.

5. Low Pricing Mentality – Competing on price will get you nowhere. The cheapest guy in the market often doesn’t last. Charge premium prices, focus on value, and deliver quality.

Networking: The Hidden Gem

If you’re trying to get into commercial installations, networking is crucial. You can’t just put out yard signs and hope to get large contracts. Instead, show up where your ideal customers are. That might be high-end golf outings, local business associations, or even first-class on a flight (yes, there are deals to be made in first class!).

LinkedIn is a fantastic place to start if you want commercial work. It’s not about instant results, but about building relationships. Post every day, comment on other people’s posts, and engage with your network. It takes time, but it pays off.

Engage Your Audience

When you’re working in a neighborhood, engage with the people around. Play Christmas music when installing lights, wear festive hats, and make your team approachable. People love watching Christmas light installations—it’s fun and festive. Make the most of that by being social and welcoming. Even if they don’t need your services immediately, they’ll remember the experience and may contact you in the future.

There Is No Secret Sauce—Just Get to Work

At the end of the day, growing your business boils down to hard work and consistency. There is no magic bullet, and anyone who tells you otherwise is lying. You need to show up every single day, post on social media, distribute yard signs, engage with leads, and follow up.

Don’t just dream about being successful—take action. Whether that’s posting daily on Facebook, putting out 500 yard signs, or networking relentlessly, every action counts. Marketing isn’t easy, but when done right, it pays off in a big way. The more leads you get, the higher you can set your prices, and that’s how you grow your business.

So, what are you waiting for? Get out there and start marketing today. Put in the work, stay consistent, and believe in yourself—because I do. Let's make this the best year yet for your Christmas lights business!

1. How can I generate more leads for my Christmas lights installation business?

   • Diversify your marketing strategies. Use platforms like Facebook (organic and ads), Google Business Profile, yard signs, Google Ads, LinkedIn, networking events, and follow-up campaigns to keep your pipeline full.

2. Why is mindset important in growing my business?

   • A positive mindset is key to believing in your value and charging premium prices. If you believe you’re worth more, you’ll be more confident in your pricing and more motivated to put in the work required for success.

3. How important is consistency in marketing?

   • Consistency is crucial. Posting regularly on social media, following up with leads, and maintaining a consistent presence across all channels will help you stay top of mind and generate more business.

4. When should I raise my prices?

   • When you have more leads than you can handle, it’s time to raise your prices. Higher prices help you manage demand and increase profitability.

5. What are some common mistakes to avoid in marketing?

   • Avoid not following up, putting out too few yard signs, not testing ads, ignoring offline marketing, and competing solely on price. These mistakes can limit your growth and profitability.

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6. Why should I diversify my marketing channels?

   • Diversification protects you from relying too heavily on one channel. If one platform changes or fails, you have other channels generating leads, ensuring a steady flow of business.

7. How can I effectively use LinkedIn for commercial leads?

   • Post regularly, engage with your network by commenting on their posts, and build relationships over time. LinkedIn is a long-term play but can be very rewarding for commercial contracts.

8. Is yard sign marketing still effective?

   • Yes, yard signs are a cost-effective way to reach local customers. They work especially well for Christmas light installations, but you need to put out hundreds of them for the best results.

9. How do I engage with potential clients while installing Christmas lights?

   • Play festive music, wear fun holiday gear, and be approachable. Creating a positive atmosphere can lead to neighbors and passersby wanting to learn more about your services.

10. What’s the best way to follow up with leads?

    • Use a combination of phone calls, texts, and emails. Different people prefer different methods of communication, so covering all bases will help ensure you stay in contact with potential clients.