Most marketing advice assumes demand is steady through the year. For tax firms it never is. The filing season, the IRS notice cycle and year-end planning deadlines move both demand and your team's capacity. Firms that plan their marketing around those cycles spend less and sign more.
Why the IRS notice cycle matters
The IRS restarted its automated collection notices in early 2024 after a long pause, and the automated system now sends notices, files liens and issues levies at scale. A taxpayer can receive several notices before a levy. Each one is a moment when they may start looking for help. Knowing when notices tend to land tells you when resolution demand will rise.
January to April: filing season
Resolution firms: inbound demand is often strong in January and February, as taxpayers face year-end letters and the start of filing season. Many resolution firms tell us their phones are busiest now, so this is a time to protect intake capacity and make sure follow-up is fast.
Planning and CPA firms: your team is at capacity with returns. Scale back new-client campaigns, keep retargeting and email warm, and collect interest for after the April 15 deadline.
May to June: the reset
Returns filed with a balance due generate notices through late spring and summer. Resolution firms should be ramping up. Planning and CPA firms have capacity again and should restart campaigns, starting with past enquiries and clients who mentioned planning during the season.
July to September: build and scale
Mid-year is a strong window for resolution enquiries as the notice cycle continues. For planning firms it is the ideal time to test creative and offers, so that winners are proven before the fourth quarter. CPA firms selling advisory and client accounting services have the most partner time available for discovery calls.
October: the extension deadline
October 15 brings a second filing peak for extended returns. Prep-heavy firms tighten up briefly. Planning firms should be live and scaling, because the planning deadline is now visible.
November to December: year-end
For planning firms this is the most valuable window of the year. Many strategies must be in place by December 31, which gives prospects a real, factual reason to act now. Budget should peak here.
For resolution firms, it is the time to sign clients and partnerships ahead of the new year, before the January rush fills calendars. For CPA firms, year-end planning conversations are a natural way to move compliance clients onto advisory retainers.
Putting it together
- Plan budget by quarter, not as a flat monthly figure.
- Match campaign volume to the hours your team actually has for consultations.
- Test in the quiet months so you can scale proven creative in the busy ones.
- Use real deadlines as urgency, stated accurately.
- Keep follow-up running all year. Many prospects take months to act.
Every firm's year looks slightly different depending on its mix of services, states and client types. On a strategy call we map yours and show where the budget should go.