Ask any successful tradesperson where most of their work comes from, and chances are you’ll get the same answer.
Word of mouth.
Despite all the changes and advances in marketing over the last few years, recommendations still carry more weight than anything else. Because more than anything else, people trust people.
If a friend, neighbour or family member says you’ve done a great job, you’re already halfway to winning that work. But word of mouth isn’t as simple as a chat between friends over the garden fence.
It happens in Facebook groups. It happens in WhatsApp groups. It happens through online reviews – which customers will absolutely read before they decide to pick up the phone or not.
The good news is that you likely already have everything you need to make this work harder and smarter for you.
This is why recommendations matter so much
There's no shortage of places to spend money on advertising. Social media ads, leaflet drops, local directories and sponsored posts. Some work well. Some don't.
But the biggest challenge with any kind of marketing, whether it’s online or digital, is that everybody else is doing the same. People are bombarded with ads, content and information. It’s in their emails, in their social feeds and on their news platforms.
There’s so much out there. It’s easy for consumers to become numb to it, switch off entirely or even block or unfollow brands.
Most of the time, a customer isn’t in the market to buy something. Yet many businesses consistently push for a sale or a service which causes frustration and fatigue. A clever marketer knows when to sell and when not to.
That’s why recommendations hit differently. Because when the customer lands in that narrow window of looking for a service, a recommendation comes with built-in trust. A customer who's been referred to you by someone they know isn't starting from zero trust.
They aren't wondering whether you'll turn up, whether your work is any good or whether your quote is fair. That’s all been answered for them and that’s why businesses built on recommendations often find themselves attracting better enquiries and spending less time convincing people they're the right person for the job.
The challenge is making sure those recommendations are consistent. Not just occasional.
Making it easy for customers to talk about you
One of the biggest myths in the trades is that great work automatically leads to recommendations.
Great work certainly helps. But most happy customers are as busy as you are. They’re getting on with their lives. They’re very much enjoying their new bathroom – they just forgot to tell anyone about it.
This doesn’t mean that they are totally unwilling to recommend you. It’s just that sometimes they need a little prompt. This could be something as simple as: “I’d really appreciate it if you passed on my details to any friends or neighbours who might need work done.”
That’s it. It doesn’t need to be pushy or salesy. People are smart; they understand that these connections matter and most people will be more than happy to help.
Sometimes they just need reminding.
Never be afraid to ask for reviews
We get it, asking for reviews can feel uncomfortable. There’s the fear of sounding pushy or desperate.
But we cannot overstate how important these things are for your online visibility.
We’re not going to get into the fine details of how AI is changing the way people search for and find information on Google – and other sites. That information is enough to take up an entire article by itself. Just know that AI has had a staggering effect on how information is presented and trust signals like great reviews can have a huge impact.
When someone Googles ‘plumber near me’, a business with a healthy number of reviews will be favoured over one without. When someone does leave you a review, make sure you respond. It’s a good look to be constructively engaged with customers – whether they're satisfied or not.
Now most customers will expect a business to ask for feedback. The key is timing.
Ask when the customer is at their happiest. Usually that's straight after you've completed the work, resolved any snagging issues and walked them through the finished result.
A simple line can work wanders. For example, "If you've got a minute, a Google review would really help me and the business and I’d really appreciate it.”
The easier you can make the process, the more likely they are to follow through. A direct link to where they can leave the review, sent via their preferred method of communication, will massively support your cause.
Every review is doing an important job
A five-star review isn't just a nice ego boost.
Potential customers want reassurance. They want evidence that you do what you say you're going to do. Reviews provide that proof-point far more effectively than any advert ever will. That's why it's worth making the most of them.
If a customer leaves a particularly strong review on your Google page, that’s brilliant. But don’t let it sit in one place.
If you have a website, make sure you’re taking those reviews and putting them on there. The same applies to your social media channels. You can even put them into your email signature.
Build a system, not a lucky streak
The most successful trade businesses don't rely on occasional recommendations. They build simple habits around encouraging them.
That might mean:
- Asking every satisfied customer for a review
- Sending a follow-up message after completion
- Collecting job photos regularly
- Updating online profiles with fresh work
- Making referral requests part of the handover process
None of these activities take long, but over time they create momentum.
Word of mouth is still the most valuable marketing tool most plumbers have. The big difference today is that it lives both offline and online.
Every happy customer is a potential advocate. Every review is a signal for a piece of new business. Every job well done, an opportunity to further strengthen your reputation.
The businesses that benefit most aren't necessarily the ones doing the most marketing. They're the ones making it easy for satisfied customers to spread the word.
Once that starts happening consistently, finding work becomes less about chasing down work and more about picking the right jobs when they come to you.