Previously: Part 3 - Mastering Cash Flow
The uncomfortable truth:
of contractors who spend money on paid advertising get zero return on investment.
Meanwhile, 89% of their customers came from word-of-mouth they didn't systematise.
Every week, a "marketing expert" will try to sell you Facebook ads, Google PPC, Instagram influencer partnerships, or TikTok strategies. They'll show you screenshots of leads, talk about "funnels" and "conversion rates," and make it sound simple.
It's not simple. And for most contractors, it doesn't work.
This guide shows you what actually works for UK tradespeople—the unglamorous, reliable methods that keep diaries full and phones ringing. No gimmicks. No £2,000/month ad budgets. Just proven systems that work.
Why Most Contractor Marketing Fails
Before we get to what works, let's understand why most marketing doesn't. Because you've probably tried some of this already:
| Marketing Method | Why It Fails for Contractors | Typical Cost |
|---|---|---|
| Facebook Ads | People on Facebook aren't looking for a plumber right now. They're looking at holiday photos. Wrong intent. | £500-2,000/month (zero ROI) |
| Google Ads | Clicks cost £5-15 each. National companies with massive budgets outbid you. You pay £50 for a lead worth £30. | £800-3,000/month (usually breaks even at best) |
| Leaflet Drops | 0.1% response rate. 10,000 leaflets = 10 enquiries = 3 jobs. Cost per job: £200-300. Might work, might not. | £600-1,200 per drop |
| Local Magazine Ads | Nobody under 65 reads them. If your target market is retired homeowners, maybe. Otherwise, waste of money. | £300-800/month |
| Van Signage | Actually works—but only if people see it repeatedly in the right areas. One-off sightings don't convert. | £400-800 (one-time, worth it) |
| Instagram "Content Marketing" | Great for building brand, terrible for getting customers today. Takes 12+ months to see results. | Free (but costs hours of time) |
The Marketing Agency Trap
A marketing agency will take £1,500/month to "manage your online presence." They'll post on Facebook, run some ads, send you a monthly report with impressive-looking graphs.
Result after 6 months: £9,000 spent, 14 leads generated, 3 jobs won, £4,200 revenue. You're £4,800 down.
They'll blame your pricing, your service area, "market conditions"—anything except their strategy.
Don't fall for it. The methods below cost a fraction and work better.
The 5 Customer Acquisition Methods That Actually Work
These aren't sexy. They won't impress your mates. But they'll keep your diary full without bankrupting you.
1. Systematised Referrals (The 80% Solution)
The truth: Most of your customers already come from referrals. You just don't have a system for it, so you leave 70% of potential referrals on the table.
Here's the system:
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At job completion: "I'm building my business through word-of-mouth. If you're happy with the work, I'd really appreciate it if you could mention me to neighbours or friends who might need [your trade]. It honestly makes a huge difference."
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2 days after completion: Send follow-up text: "Hope you're still happy with the [job description]. If anyone you know needs [trade] work, I've got availability next month. Just forward them my number—I really appreciate it!"
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For every referral: Text the referrer immediately: "Thanks so much for recommending me to [name]—really appreciate you thinking of me!" (They'll keep recommending you because you acknowledged it.)
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Optional incentive: "Refer 3 people and I'll give you £50 off your next job" (costs you less than any other marketing)
Why This Works
People want to help you. Seriously. They just forget, or feel awkward bringing it up. By explicitly asking (politely), you give them permission. And they do it.
Dorset electrician implemented this system: went from 2-3 referrals per month (random) to 12-15 per month (consistent). Zero cost. Same quality of work—just asked for it systematically.
2. Google My Business Domination (The Local SEO Goldmine)
When someone in your area Googles "plumber near me" or "emergency electrician Manchester," Google shows a map with 3 businesses. If you're not in that top 3, you're invisible.
How to dominate Google My Business (GMB):
GMB Optimisation Checklist
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Claim your listing: Go to google.com/business and verify your business (takes 5 mins)
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Complete EVERYTHING: Business hours, service area, phone number, website, services offered, business description. Google rewards complete profiles.
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Photos weekly: Upload photos of completed jobs every week. Google prioritises active listings.
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Get reviews (this is critical): Listings with 40+ reviews rank higher. Ask every happy customer. Send them the direct link.
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Respond to every review: Even 5-star ones. "Thanks John, glad we could help!" Google sees engagement.
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Use Google Posts: Weekly updates about availability, special offers, or tips. Free advertising space.
The Review Request That Works
"I'd really appreciate it if you could leave a quick Google review—it genuinely helps me compete with the bigger companies. Here's the direct link: [insert link]. Takes 30 seconds. Thanks so much!"
Send this via text 2 days after job completion. 60% of people will do it.
Real Results
Brighton plumber: Optimised GMB in January. Posted 3 photos per week. Got from 8 reviews to 47 reviews by June.
Result: Went from position 7 (invisible) to position 2 (visible). Enquiries tripled. Cost: £0. Time investment: 20 mins per week.
3. Strategic Trade Partnerships (The Referral Network)
You know what customers hate? Calling 6 different tradespeople to renovate a bathroom. You know what they love? One tradesperson who sorts everything.
The strategy: Build a network of trusted trades you refer to (and who refer back to you).
Who to Partner With
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Complementary trades: Electrician ↔️ Plumber ↔️ Tiler ↔️ Plasterer ↔️ Decorator
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Estate agents: Landlords always need work done. One good agent can feed you 2-3 jobs per month.
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Letting agents: Same as above—constant stream of maintenance work.
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Property managers: They manage portfolios of 50-200 properties. One relationship = steady work.
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Builders/renovators: They always need specialist trades. Be their go-to [your trade].
How to Start These Relationships
Don't: Ring them up and say "Can you send me work?"
Do: "I'm an electrician in [area] and I've got a customer who needs a reliable plumber. Do you have capacity next week? If it goes well, I'd love to refer more work your way—and obviously if you ever need an electrician, I'd really appreciate the referral back."
Result: You've given them work first. They feel indebted. They'll return the favour. Relationship started.
4. Hyper-Local Visibility (Be Everywhere in Your Patch)
People hire local contractors they've seen before. Not just once—repeatedly. Familiarity builds trust.
How to become "that electrician everyone's seen around":
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Branded van (obvious but critical): Company name, phone number, services, website. Park it in residential areas when working. Free advertising to 100+ homes.
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Yard signs at every job: "[Your Company] - Electrician - [Phone]". Neighbours see it daily. Costs £3 per sign.
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Local Facebook groups: Join "Recommendations in [your town]" groups. Answer questions helpfully (don't spam). Become the trusted expert.
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Nextdoor app: Same as above. Hyperlocal. People asking for recommendations daily.
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Sponsor local kids' football team: £200/year, your logo on 15 kids' shirts, parents see it every weekend for 9 months. Cost per impression: pence.
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Local business directories: Yell, Thomson Local, Checkatrade (worth it for reviews), Rated People (hit-or-miss). Some free, some paid.
The Checkatrade Question
Is it worth £200-400/year?
Yes, if: You're just starting, need credibility, serve homeowners directly
No, if: You're established with 30+ Google reviews, do mostly commercial work, or have full diary already
It works for some contractors, not for others. Trial it for 6 months, track ROI, decide.
5. Repeat Customer Nurturing (The Easiest Sale You're Ignoring)
Getting a new customer costs 5-10x more than getting an existing customer to use you again. Yet most contractors finish a job and never contact the customer again.
Massive mistake.
The Repeat Customer System
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Boiler services: Text annually: "It's been a year since I serviced your boiler—want to book in for this year's service?"
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Landlord maintenance: Text quarterly: "Got availability next week if you need any maintenance done on your properties"
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General customers: Text every 6 months: "Hope you're well! If you need any [trade] work or know anyone who does, I've got availability in [month]. Cheers, [name]"
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Seasonal offers: "Spring gutter clears - £60 (normally £80). Limited slots. Reply to book."
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Follow-up on quotes: If they didn't book: text 2 months later. "Hi [name], you got a quote from me in [month] for [job]. Still need it doing? Happy to honour the original quote if you book this month."
Automate This (It's 2026)
You're not going to remember to text 150 customers at the right intervals. Neither am I.
HiveSuite does this automatically:
- Tracks when you last worked for each customer
- Reminds you to follow up (or sends automated texts if you set it up)
- Suggests which customers are due for seasonal work
- Tracks which quotes went cold (and when to re-engage)
Result: 30-40% more repeat business without thinking about it.
The Maths: Where to Focus Your Effort
You have limited time. Here's where to spend it for maximum return:
| Method | Time Investment | Expected Return (customers/month) | Priority |
|---|---|---|---|
| Systematised Referrals | 10 mins per job | 8-15 customers | 🔥 DO THIS FIRST |
| Google My Business | 20 mins per week | 5-12 customers | 🔥 DO THIS FIRST |
| Trade Partnerships | 2 hours upfront, then passive | 3-8 customers | ⭐ DO THIS SECOND |
| Repeat Customer System | 30 mins per month (or automated) | 4-7 customers | ⭐ DO THIS SECOND |
| Local Visibility | 1 hour per month | 2-5 customers | ✅ Nice to have |
| Paid Advertising | 5+ hours per month + £500-2,000 budget | 0-6 customers (highly variable) | ❌ Only if diary isn't full |
Your 90-Day Customer Acquisition Plan
Month 1: Foundation
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Week 1: Claim and fully optimise Google My Business listing
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Week 2: Create review request system (template text, direct GMB link saved)
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Week 3: Contact last 20 customers, ask for Google reviews
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Week 4: Start asking every customer for referrals (use the script above)
Month 2: Partnerships
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Week 1: List 10 potential trade partners (complementary trades in your area)
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Week 2: Reach out to 5, offer them work first (use script above)
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Week 3: List 5 estate/letting agents, approach with value proposition
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Week 4: Join local Facebook/Nextdoor groups, post helpful (not salesy) content
Month 3: Automation & Repeat Business
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Week 1: Set up repeat customer database (spreadsheet or HiveSuite)
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Week 2: Contact all customers from 6-12 months ago (availability check)
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Week 3: Follow up on all old quotes (use script above)
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Week 4: Review what's working, double down on best channels
Expected Results After 90 Days
- Google My Business: 30+ reviews, top 3 local ranking
- Referral system: 10-15 referrals per month (up from 2-3)
- Trade partnerships: 2-3 solid relationships sending regular work
- Repeat customers: 5-8 jobs from previous customers
Total additional customers per month: 20-30
Total cost: Less than £200 (if you paid for Checkatrade + yard signs)
What NOT to Do (Avoid These Mistakes)
Common Customer Acquisition Mistakes
- Competing on price: "Cheapest plumber in Manchester" attracts nightmare customers who'll never pay on time
- Spreading too thin: Trying to serve 30-mile radius—you'll waste hours driving, look desperate
- Ignoring bad reviews: One 1-star review responded to professionally is better than ten 5-stars ignored
- Being invisible: No GMB, no signage, no online presence—you're leaving 60% of potential customers to competitors
- Not tracking what works: Ask every customer "How did you hear about us?"—double down on what's working
The Bottom Line
Customer acquisition for contractors isn't complicated. It's not about fancy funnels, expensive ads, or "hacking the algorithm."
It's about:
- Being visible where your customers actually look (Google My Business)
- Asking for referrals systematically (not hoping they happen randomly)
- Building relationships with people who can send you work (trade partners, agents)
- Staying in touch with customers who've already hired you once
- Being local and visible in your service area
Do these five things consistently for 90 days, and you'll never worry about where the next customer is coming from.
Everything else is a distraction.
Automate Your Follow-Ups & Never Miss a Lead
HiveSuite tracks customer history, automates review requests, and reminds you to follow up with past customers at exactly the right time.
£24.99/month for Founding 100 members for the first 12 months (1 seat included). Track every lead, convert more customers.
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