Welcome to another insightful edition of the PestFinder Professionals podcast. In this episode, John Brocas dives deep into a powerful but often overlooked marketing strategy in the pest control industry— pest control newsletters can help grow your the pest business. While many pest control companies prioritize SEO, paid ads, and Google listings, they tend to forget the immense power of direct communication through email newsletters.
“If you don’t use newsletters, then you’ve got nothing to lose by trying—but everything to gain if you do.”
Newsletters offer a golden opportunity for pest control business owners who want to grow loyal customer bases, maintain top-of-mind awareness, and generate consistent referrals. This article explores how newsletters can educate, entertain, and convert, and why every pest control operator—whether a startup or seasoned pro—should embrace them.
Pest Control Newsletters Aren’t Dead—They’re Just Misunderstood
A common excuse among pest control professionals is, “No one opens newsletters anymore,” or, “Our clients are older; they’re not into that.” John Brocas asserts that these objections stem from outdated perceptions.
The truth is, nearly everyone is online today—including seniors. Whether scrolling on smartphones, reading news updates, or checking email, people of all ages are digitally engaged. You’ll find retirees glued to their phones at local diners just as often as teenagers are.
“In fact, you can go into a breakfast joint on a Sunday, and you’ll probably find the older clientele are just as much on their phones as the youngsters.”
Newsletters are still relevant, especially when tailored with value and personality. Pest control companies that understand this can stand out from the competition.
Why Pest Control Newsletters Matter More Than You Think
Pest control newsletters are more than a way to sell services. They’re a medium to:
- Educate clients on seasonal pest activity
- Share behind-the-scenes stories
- Showcase customer success stories
- Build brand personality
- Offer limited-time promotions or service reminders
- Stay top of mind for referrals and repeat bookings
Even a simple monthly or quarterly newsletter can remind clients that your company exists and that it’s trustworthy and proactive.
“A well-developed newsletter that gives real value to your customers can be the difference between booking an extra few termite or crawl space jobs—and losing them to someone else.”
Value First, Sales Second
The key to a successful newsletter is balance. Too many pest control businesses make their emails feel like a used car sales pitch. John recommends a 70/30 rule: 70% value, 30% soft-selling.
Your pest control newsletters should lead with educational, informative, or entertaining content. Selling comes after value has been established.
Instead of hard-selling a mosquito service, offer:
- “5 Ways to Protect Your Backyard from Mosquitoes this Summer”
- “Why Mosquitoes Are More Active After Spring Showers”
- “Asian Tiger Mosquitoes: What You Need to Know Before Outdoor Season Hits”
At the bottom of the email, include a gentle CTA like:
“Want help keeping your yard mosquito-free this season? Book your seasonal treatment today!”
This soft, trust-building approach keeps readers engaged without triggering ad fatigue.
Who Should You Be Writing For?
Many pest control operators think their client base is too varied—renters, homeowners, business owners, older clients, younger couples—for a newsletter to be effective. That’s where segmentation and diverse content come in.
Here are just a few client segments and what they may value:
- Homeowners: Termite prevention tips, DIY pest control myths, seasonal inspection reminders
- Renters: What landlords are responsible for vs. what tenants should watch for
- Business owners: Commercial pest control insights, compliance regulations
- Real estate agents: Termite certifications, pre-sale inspections
Write newsletters that address these specific concerns. You can even alternate the focus from month to month.
What to Include in Your Pest Control Newsletters
1. Educational Tips & Seasonal Advice
- Pest prevention checklists
- When and why termites swarm
- How weather patterns influence rodent behavior
- The difference between flying ants and termites
2. Fun Facts & Entertaining Stories
- Strange pest encounters your team has had
- “Bug of the Month” features
- Reports on invasive species like Joro spiders or Asian Tiger Mosquitoes
- Real customer stories (with permission)
3. Behind-the-Scenes Updates
- Staff spotlights
- Training days
- Community events your company supports
- Funny team photos or stories
4. Promotions & Reminders
- Seasonal discounts (e.g. “$50 off your first mosquito treatment”)
- Referral bonuses
- Holiday greetings with service reminders
5. Local News and Tie-Ins
- Pest trends based on weather patterns
- Reports from nearby cities with pest outbreaks
- Special alerts (e.g., termite season warnings)
Build Pest Control Newsletters That Builds Trust
One of the biggest benefits of consistent newsletters is long-term trust. You’re not just promoting services—you’re positioning yourself as an expert.
“It’s not just about selling. It’s about education. It’s about entertaining. It’s about building trust.”
When customers trust your knowledge and see you as a helpful authority, they’re far more likely to call you first, refer you to friends, and stay loyal season after season.
And in those inevitable slow months—like deep winter—your newsletter can still keep the brand alive in their minds.
Video Newsletters: A Simple, Engaging Alternative
Hate writing? Don’t worry—you don’t even have to type a word.
Video newsletters are growing in popularity, especially for busy pest control owners who feel more comfortable talking than writing.
“Jump on camera, share some tips, tell a funny story about a wild pest job you had—that’s a video newsletter!”
Record a 2–3 minute video, upload it to YouTube or Vimeo, and include the link in your email newsletter. It’s authentic, personal, and easy to consume. Your audience gets to see your face and hear your voice, which adds a powerful layer of connection.
You Don’t Need Fancy Tools to Start
If you’re worried about not having the tech skills or a big marketing budget, relax. You can start small:
- Use Mailchimp or Constant Contact for free email templates
- Add your customer list from your booking software
- Send one newsletter every 4–6 weeks to start
- Keep it short and sweet
The important thing is consistency. Once people get used to seeing your name in their inbox—and enjoying the value you offer—they’re more likely to open the next email and the one after that.
Newsletters as a Referral Generator
Even when clients are happy with your work, they’re not always thinking about spreading the word. Newsletters can act as subtle reminders.
“Your newsletter can be a referral engine—it’s not just about tips or upsells, it’s about staying top of mind.”
Imagine a client reading your latest issue and suddenly remembering their neighbor had a pest problem last week. Just like that, your brand gets shared.
You can even add a line like:
“Know someone who might need help with termites this season? Forward them this email!”
Common Objections (and Why They Don’t Hold Up)
- “People don’t read emails.”
Yes, they do—if the content is interesting, valuable, or entertaining. - “We don’t have time.”
Create a simple monthly system. Assign it to your admin or VA—or hire someone. - “We already use service reminders.”
That’s not the same as building relationships through thoughtful, valuable newsletters.
Conclusion: Start Now, Stay Consistent
If you’ve been ignoring the potential of newsletters in your pest control business, now is the time to shift gears. You don’t need a massive campaign. Just start small. Be human. Be helpful.
“Create bonds. Create relationships. Create trust. And grow your business because of those three things.”
A newsletter is more than just an email. It’s your voice. Your story. This is your brand in action. Start building that bond today—your future self (and your bottom line) will thank you.
