Out-of-state plates on US-1, a wait for lunch on a Tuesday, the gym busy at 7 a.m. again. Snowbird season in Palm Beach County arrives on schedule every year, and the businesses that do well from November to April did their seasonal marketing in October.
This checklist is for owners in Jupiter, Tequesta, Juno Beach, North Palm Beach and Palm Beach Gardens whose customers double or shift for half the year. Nothing here needs an agency. Most of it takes an afternoon.
The seasonal timeline
Returning residents don't wait until they land. Many are booking the dentist, golf lessons, the salon, the boat service and the house cleaner from up north in October. Your listings need to be ready first.
Get your seasonal hours right everywhere
Change hours before customers look, not after.
- Google Business Profile (regular hours for the season; special hours for single days)
- Apple Business Connect, which many returning iPhone users see first
- Bing Places, Yelp and Facebook, if you control them
- Website header or footer
- Contact page, the most common stale spot
- Your voicemail greeting
A winter landing page with a permanent URL
A seasonal page gives you something to link from posts, emails and social, and it can rank for "[your service] for seasonal residents." Use one permanent URL, such as /seasonal-residents, and update it yearly. It keeps last season's links and search history instead of starting from zero.
Put on it: season dates and hours, what's new since spring, offers with end dates, how to book from out of state, answers to seasonal questions (do you check on homes before arrival? hold a weekly slot?), and one clear call to action.
Fill-in headline and intro
Back in [Town] for the season? We're ready for you. Our winter hours start [date]: [hours]. [Seasonal service or offer] is available [dates]. Returning customers can book by [phone / link], and if you'd like us to [check your home / hold a weekly slot / service your boat] before you arrive, just tell us your arrival date.
Eight weeks of Google posts, and an October review push
Posts are a small ranking factor but a real conversion factor: they show you're active right when people check. Weekly is the sweet spot. Use your own photos, not stock.
- 1Season hoursThen a photo of something new: a room, equipment, a team member.
- 2Book ahead"Winter schedules fill up," then an offer with an end date.
- 3Welcome backLink the seasonal page; answer the top seasonal question.
- 4HolidaysThanksgiving hours; gift cards or a December event.
The best time to ask for reviews is October, from the locals who kept you going all summer. They're relaxed, you have time, and their reviews are fresh when seasonal searching starts.
"You've been with us all summer and we really appreciate it. Season's about to start and a lot of new people will be looking us up. Would you mind leaving a quick Google review? I'll text you the link."
The full workflow is in our guide to getting into the Jupiter map pack. Never offer anything for a review, and don't only ask the customers you're sure are happy.
Make the site easy to read and tap
Many seasonal residents are retirees. This isn't "designing for seniors," just good accessibility that helps anyone reading a phone in Florida sun.
Also: a tappable phone number on every page, no early pop-ups, real labels above form fields, and no auto-rotating sliders. See our website accessibility guide for the standards.
Second languages only help if you can answer in them. Palm Beach County has a large Spanish-speaking population. If someone can reply in Spanish, a human-reviewed version of home, services and contact is worth it. If not, "Hablamos español — llame a María al [number]" beats a machine-translated site nobody can support.
Three emails that bridge the seasons
Email follows customers north in April and brings them back in November. You don't need a newsletter. Collect addresses at checkout, in booking confirmations (with an opt-in box) and on your seasonal page, and ask one extra question: "When do you usually arrive?"
- 1See you next seasonThank them, note summer changes, ask for a review.
- 2We're getting ready for youHours, what's new, how to book ahead.
- 3Welcome backOne clear offer or booking link.
The arrival month lets your welcome-back email go out in October to early arrivals and in December to late ones. Every marketing email needs an unsubscribe link and a mailing address for CAN-SPAM. Any reputable email tool adds both.
Frequently asked questions
When does snowbird season start in Palm Beach County?
It builds from late October and November through April, busiest roughly January to March. Many returning residents book in October, so start then.
Should I change my regular hours or use special hours on Google?
If the whole season changes, change regular hours and switch back in spring. Special hours are for single days like holidays.
Is it worth translating my website into Spanish?
Yes, if a meaningful share of customers prefer Spanish and someone can respond in it. Unsupported machine translation often causes more confusion than it solves.
How do I market to seasonal residents before they arrive?
Update your listing and hours in October, publish a seasonal page that explains booking from out of state, and email past customers before their arrival month.
Want a second pair of eyes before the season? Our free website audit flags what's slowing customers down anywhere in Palm Beach County, and businesses near the Inlet can see our Jupiter web design work.
