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Tradies are some of the hardest-working business owners out there. Long hours, demanding clients and the constant juggling of jobs leave little time for anything else, especially marketing. The physical toll of the work, combined with unpredictable schedules and tight deadlines, means most tradies are focused on simply getting through the day rather than thinking […]
Tradies are some of the hardest-working business owners out there. Long hours, demanding clients and the constant juggling of jobs leave little time for anything else, especially marketing. The physical toll of the work, combined with unpredictable schedules and tight deadlines, means most tradies are focused on simply getting through the day rather than thinking about business growth. It’s no surprise that marketing is often overlooked or seen as an unnecessary hassle.
But here’s the thing: not having a marketing plan is why so many good tradies are underpaid, stuck working for less than they’re worth and never building a business they can sell.
We see it time and again. Talented tradies rely solely on word-of-mouth, and while that can keep work coming in, it also keeps them at the mercy of unpredictable job flow. What’s worse, some tradies turn down good jobs simply because they’re too busy, sometimes overquoting to avoid work rather than just saying they’re booked out. It’s wasted time and wasted opportunity.
The best tradies are missing chances to amplify their business. That doesn’t mean hiring a big team or spending thousands on ads, it just means making small but strategic tweaks to how they market themselves. Done right, it can bring in better-quality clients, reduce quiet periods, and help them earn more per job.
Most tradies don’t need a fancy website, but they do need to show up where potential customers are searching. A Google Business Profile (GBP) is perfect for this. If you haven’t set one up, you’re invisible to customers searching for local tradies online. Setting up a GBP takes minutes but can make a significant difference in generating leads. A completed profile with job photos and positive reviews will rank higher and attract more enquiries. Encouraging satisfied clients to leave a review is a simple yet powerful way to improve credibility and visibility.
Social media can also be a goldmine for tradies if used correctly. Forget about the filters and heavily edited reels, there’s no need for daily updates or elaborate content. A basic Facebook and Instagram presence, with occasional before-and-after photos of completed projects, is enough to build trust and attract new customers. People love seeing transformation projects, and a simple caption with a call-to-action, such as offering free quotes, can go a long way. Local Facebook groups also present an opportunity to engage with homeowners who are actively seeking tradies. Commenting on recommendation requests or sharing service availability keeps a tradie top-of-mind in the community.
One of the most effective yet underutilised marketing strategies for tradies is referrals. Happy clients will naturally recommend a good tradie, but having a referral system in place can accelerate that process. Offering an incentive, such as a discount on future work for referrals, encourages past clients to spread the word. Business partnerships with builders, real estate agents, and property managers are another great way to secure consistent work without the hassle of constant marketing.
A common reason tradies lose jobs is failing to follow up on quotes. Often, a quote is sent out and then forgotten about, assuming the client will reach out if they’re interested. However, many customers get busy or forget, and the tradie who follows up first often wins the job. A simple text or email checking in on a quote 48 hours after sending it can significantly increase conversion rates.
Some tradies assume advertising is expensive, but small, targeted ads can be highly effective, especially for urgent services. A well-placed Google ad targeting specific local search terms can bring in immediate calls, while a before-and-after transformation ad on Facebook can help attract long-term clients. With a modest daily budget, ads can generate high-quality leads without breaking the bank.
Beyond securing more work, a well-marketed tradie business becomes an asset. Many tradies don’t consider their business as something they can sell, but having a steady stream of clients, clear marketing processes, and a strong reputation can make it highly valuable to potential buyers. A business that runs efficiently, with ongoing lead generation and repeat customers, is far more appealing than one that relies solely on the owner’s manual effort.
Marketing doesn’t have to be a full-time job or a huge expense. The best tradies already do great work, but making sure more people know about it is the key to business growth. With just a few small changes, tradies can take control of their marketing, secure better-paying jobs, reduce downtime, and ultimately build a business that works for them.
