Start planning for a packed fall season
Let’s be real: you’re knee-deep in summer installs, juggling client calls, and hearing another team member just lost a fight with a patch of poison ivy. But we’re interrupting the summer chaos with a friendly reminder:
It’s time to start planning your fall ad campaigns NOW.
Why? Because the kind of clients you actually want – the ones who understand luxury, value craftsmanship and don’t ask you to knock 20% off the bottom line – are not calling in October. They’re researching now. Pinning ideas. Making their wishlists. They’ll be looking for the right pro to make it happen before the leaves start to turn.
Here’s what to do in June:
- Gather imagery: You’re in peak install season. That patio your team just finished? Get photos now, before the homeowner turns it into a jungle of citronella candles and flamingo pool floats.
- Write fresh copy: Start building the messaging for your fall ads. Think cozy, luxe, and experience-driven: firepits, lighting for longer evenings, and design timelines that let clients enjoy it this year.
- Create a lead magnet: A downloadable guide or inspiration gallery (“Fall Outdoor Living Trends 2025” has a nice ring to it) positions you as the expert and builds your email list.
- Map your media plan: Will you run Meta ads? Pinterest? Print? (Spoiler alert: a mix usually works best.) Outline the platforms and budget now so you’re not scrambling post-Labor Day.
Fall buyers are planners. They’re browsing now. Start planting the seeds – your future self (and your install calendar) will thank you.
Bounce Rate
What it is:
Bounce rate is the percentage of visitors who land on your website and then leave without clicking on anything. They saw one page – and bounced. Like that guy at a networking event who grabs a free drink and ghosts before saying hello.
Where you see it:
Usually in Google Analytics or whatever platform you use to track your site’s performance. You’ll see something like:
Bounce Rate: 67%
What it CAN mean:
- Your site didn’t pull your target clients in
- Your site wasn’t clear about what they should do next
- Your content didn’t match the ad or link that brought them there
- Your site looked low-end or outdated (which is an instant turnoff for high-end buyers)
What it doesn’t always mean:
That your site is bad.
A high bounce rate isn’t always a red flag – it just means someone didn’t take a second action. If your page is meant to answer a quick question (like a blog post or contact info), a bounce might be totally normal. Or, if you’re setting up landing pages for your ads that are designed to give users everything they need on one page, your bounce rate may be much higher than the industry average.
Why it matters to your business:
Unless your site is designed for users to get a wealth of information on one page, paying attention to your bounce rate can tell you where you may need to make some updates. If a user visits your site and immediately bounces, it COULD be a missed opportunity.
How to fix a high bounce rate:
- Make your landing pages laser-focused — a direct call to action, clear visuals, no fluff
- Match the message — your ad, email, or link should set up what they’ll see once the page loads
- Upgrade the visuals — affluent buyers are judging you by your photography and design
- Guide them — tell them what to do next: book a consult, download a guide, view the gallery
Think of your website like a host at a luxury showroom. The bounce rate tells you how often someone walks in, looks around, and decides “Eh, not for me.” A lower bounce rate means your site is doing its job — and guiding people toward saying yes.
A “Buttload” Is a Real Unit of Measurement
In medieval Europe, particularly in England, a “butt” was a standard measurement for liquids, most commonly wine or ale. One butt equaled two hogsheads, or approximately 126 gallons (about 476 liters). That’s one heck of a happy hour.
So, technically:
- 1 buttload of wine = 126 gallons
- A double buttload? That’s a party.
So yes — if someone says they have a buttload of something, and you’re the kind of person who likes historical accuracy and a full glass, you now have context.
Got your own totally useless fact?
Soliciting and Maximizing Client Reviews and Word of Mouth Marketing
You know online reviews play a critical role in elevating your business. But how do you solicit them with regularity?
In this episode from the Script Vault, Katy covers three main areas: how to encourage positive reviews from your clients, the best practices for handling negative reviews, and how to leverage glowing testimonials in your marketing efforts.
You’ll learn strategies for soliciting reviews during your offboarding process, reaching out to past clients, and ensuring those reviews are integrated seamlessly into your marketing. We’re also discussing the importance of addressing negative feedback professionally and using positive reviews to build trust with affluent buyers.
Tune in for actionable tips that will help you harness the power of customer reviews to boost your brand’s reputation and drive sales in the luxury outdoor market.
- Funny Sells… When Done Right
- How to Market when you’re the Underdog
- Your Proposal is Killing the Sale: How to Up your Proposal Game
