Every year, the roads fill up, restaurants have waiting lists and phones ring more. Seasonal residents and visitors arrive in Naples, Marco Island, Bonita Springs, Fort Myers and Cape Coral, and many of them need services: home watch, cleaning, pool care, repairs, medical and personal care, dining, legal and financial help.
Most of them don't have a list of local businesses yet. They search. The businesses that are easy to find, easy to trust and easy to reach get the work. Here's how to be one of them.
Why does season change how customers find you?
- They start from zero. Many seasonal residents don't know local businesses, or they're looking for a new one.
- They search on their phones, often from up north before they arrive.
- They compare quickly. Reviews, photos and how fast you answer decide who gets the call.
- They come back every year. A seasonal customer who likes you can be a customer for a decade.
1. Update your Google Business Profile first
This is the most important step because it's often the first thing a new customer sees.
- Hours: set your seasonal hours, and add special hours for holidays like Thanksgiving, Christmas and New Year's.
- Services: list every service with a short description, especially the seasonal ones.
- Photos: add recent photos of your work, your team and your location.
- Posts: publish a short update about seasonal services or availability.
- Reviews: start asking every customer now, so recent reviews are there when searches peak. Our guide on how to get more Google reviews shows a simple routine.
If your business doesn't show up at all, fix that first with our guide on why your business isn't showing up on Google Maps.
2. Make your website clear for people who don't know the area
Seasonal customers don't know your neighborhood or your reputation. Your website has to explain it quickly:
- What you do and where, in the first lines of the home page: "Pool cleaning in Naples, Marco Island and Bonita Springs."
- Seasonal services on their own page, for example home checks while owners are away, seasonal opening and closing, or holiday catering.
- How to book or request a quote, with a phone number that's tappable on a phone and a short form.
- Proof: reviews, photos, licenses and years in business.
3. Plan for more calls than you can answer
Season is when you're busiest, and that's exactly when calls get missed. A missed call in January is usually a customer who called the next business. Before season:
- Look at last year's busiest weeks and decide who answers the phone.
- Set up an automatic text reply for missed calls.
- Consider an answering service or AI receptionist for after-hours and peak times.
We explained the math in what a missed call really costs a small business.
4. Prepare your marketing before January
- Check your listings on Google, Bing, Apple Maps, Yelp and local directories such as South Florida Network.
- Plan a small ad budget for the weeks before and during peak season, targeted to your service area.
- Partner locally: property managers, HOAs, condo associations and other businesses that serve the same seasonal residents.
- Prepare a simple seasonal offer, like a welcome-back inspection or a first-visit package, if it fits your business.
5. Keep the customers season brings
The biggest opportunity isn't this season. It's every season after it.
- Collect contact details with permission (email or mobile) from every new customer.
- Thank them before they leave, and ask for a review.
- Send a short message in the fall before they return: "Welcome back to Naples. Want us to schedule your check-up?"
A seasonal customer who hears from you first rarely starts searching again.
Quick pre-season checklist
- Google Business Profile hours, holiday hours, services, photos and a fresh post
- Website: clear services, areas, booking and proof
- Phone coverage plan for busy weeks and after hours
- Listings checked on Google, Bing, Apple Maps and directories
- Small ad budget ready for peak weeks
- A way to collect contacts and follow up next fall
What we'd do first
We'd update the Business Profile and the website's main pages first, because they affect every search, then set up missed-call text back and a short fall follow-up for returning customers. If you'd like help getting ready for season, see our campaigns and lead generation service.
Frequently asked questions
When should Southwest Florida businesses start preparing for season?
Ideally in September and October. Seasonal residents start planning and searching before they arrive, and Google needs time to reflect profile and website updates. If you're late, start with your Google Business Profile and phone coverage; they have the most immediate effect.
Should I advertise only during season?
Not necessarily. Many seasonal residents research services before they arrive and some return every year. A small budget before season and a bigger one during peak months usually works better than starting from zero in January.
How do I reach seasonal customers after they leave Florida?
With permission, by email or text. A short message before they return in the fall ('Welcome back, book your seasonal check-up') brings back customers who already trust you.
Do I need to change my business hours for season?
If your hours change, update them on Google and everywhere else you're listed. Customers rely on Google's hours, and a closed door during listed hours costs both the visit and a possible bad review.
