We’ve covered how to structure a great offer and how to drive action — but let’s talk about what happens next. Because the offer isn’t a one-time thing. The best pest control businesses are thinking seasonally, segmenting their audience, and using stories to drive upsells and long-term growth.

Let’s dig into how to do that right.

Use Different Offers for New vs. Existing Customers

One of the biggest mistakes I see is companies sending the same offer to everyone. That doesn’t work. People who’ve already done business with you shouldn’t get the same campaign as someone seeing you for the first time.

With new customers, your goal is to reduce friction and build trust. That’s where your core offer and value stack come in.

With existing customers, the strategy shifts. You don’t need to discount or prove yourself. Instead, focus on what they’re missing. You already have trust. Now you just need to remind them of what else you can solve.

Think of it like: “Hey, you already love our quarterly pest control… but have you noticed more mosquitoes lately?” That’s where upsells live.

Build Campaigns Around Seasonal Pain Points

Seasonal timing is everything. I don’t wait until mosquito season starts to run mosquito ads. By then, it’s already too late — I’m behind the curve.

Instead, I map out my whole marketing calendar ahead of time. I plan when grubs hit in lawn care, when cinch bugs show up, when termite swarms happen. Then I create campaigns around those pain points before they spike.

Your messaging should shift based on what’s actually happening in the environment. That’s when people are most receptive.

Tell Real Stories in Your Marketing

One of the most effective campaigns I ever wrote started on a walk around the block.

I was getting eaten alive by mosquitoes — and I knew I didn’t even have mosquito control on my own house yet. So I turned that moment into an email: “I’m literally writing this while getting attacked by mosquitoes before my daughter’s wrestling meet.”

It crushed.

Why? Because it was real. People don’t want another generic sales pitch. They want a story they can relate to. That’s how you connect. It builds trust, shows personality, and drives response.

You have stories like this too — every operator does. Use them.

Final Thought: A great offer isn’t just one line on a postcard. It’s a system. It adapts to who you’re targeting, what season you’re in, and what problems you’re solving. Stack real value, speak directly to pain points, and back it all with authenticity. That’s how you grow.