The Contractor Fight with Tom Reber TCF1077: This Is Separation Season. Not Vacation
Nov 27, 2025
December is your chance to seize a market advantage, not a time to slow down. Embrace Separation Season instead of hiding away, as demand still exists. Focus on aggressive marketing to capitalize on lower ad costs. Use this downtime to overhaul your systems and recruit top talent while competitors rest. Create a detailed 90-day plan to hit your targets and ensure you're ahead as the new year begins. Don't let the holiday lull hold you back; make this your most productive month yet!
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December Pipeline Win
- Tom Reber recounts a contractor who kept ads running in December and booked all of January and February before Christmas.
- While competitors drank eggnog, that contractor built a pipeline that carried him through the first quarter.
Holidays Create Competitive Gaps
- Treat the holidays as separation season, not hibernation; competitors' retreat creates opportunity.
- The opportunity is large because it's driven by what others stop doing, not a sudden rise in demand.
Double Down On Year-End Marketing
- Maintain or increase your marketing budget through year-end to capture cheaper ad space and less competition.
- Respond quickly to leads in December because those calls convert into booked jobs in January and February.