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Beth Stultz | March 30, 2018
     

As the pet-care industry becomes more competitive, effective advertising is essential to ensure your pet-sitting business can continue to grow. And while there’s no shortage of marketing options—from Google AdWords and Facebook advertising to print ads in community circulars and sponsored events—there’s nothing quite like word-of-mouth advertising when it comes to garnering new clients.

Pet sitting is a personal service and pet owners can be wary about allowing a stranger—albeit a pet-care professional—into their homes for the first time. This is why a recommendation from a friend, family member or other pet professional they are already using can be so valuable. People tend to trust people if they are referred by others they trust. You know that your clients and other pet professionals you network with trust you, so the key is getting them to spread the word about your services to others they know.

So, how can you get people talking so that your business can benefit from word-of-mouth advertising?

1. Bring your “A+” game. In order to benefit from effective word-of-mouth marketing, you need to have very happy clients ready to shout your praises from the rooftops. Of course, you are offering a great service—there’s no price that can be put on the peace of mind professional pet sitters offer pet owners. But, sometimes, it takes a little extra to “wow” clients and really get them talking.

Here are a few ideas:

• For every new client—and then periodically for repeat clients—leave behind a thank you card at the end of the pet-sitting assignment (or after one of your regular dog-walking assignments). Make sure it’s a creative, eye-catching card (pet-themed always works well!) and simply leave a personal note explaining that you know there are a variety of pet-care options and you appreciate the client allowing you the opportunity to provide the best care possible for their beloved pets.
• Provide them with useful information so they see you as a trusted pet advisor—and not someone who simply cares for their pets when they’re away. Leave them a client handout with seasonal pet tips,  make mention of any slight behavior or health change you may have noticed in their pets, etc. By giving them helpful information to benefit their pets, they’ll come to see you as an integral part of their pets’ lives, and even more likely to recommend you to others!
• Occasionally leave behind a small gift—and be creative! A creatively-staged photo of their pets that you leave behind in a cute frame, a card “from their pets” saying how excited they are for their parents’ return, even a coupon for a pet food that you don’t need but know they use—small gestures go a long way and can encourage pet owners to brag about how wonderful their pet sitters are to their friends, family and social media followers.

2. Ask for it. Sometimes getting great word-of-mouth advertising is as easy as asking for it. This may be as simple as including a note at the bottom of your invoices or emails that says, “If you’ve been pleased with our services, please refer us to other pet owners who could benefit from the peace of mind provided by a professional pet sitter.” Some pet sitters implement more formal referral programs. For example, you may consider offering one free visit (or a certain amount off of a pet-sitting visit) when a current client refers a new client who books your services. An easy way to implement this program is to have business cards printed that include your information on one side, with a note on the back that says “Receive $5 off your next pet-sitting visit when a pet owner you refer books my services,” along with “Referred by:” and a place for your current client to include his or her name. This way, your current client can easily pass along your business card (with his or her name listed as the referral source) to other pet owners.

3. Do unto others…One of the best ways to encourage others to spread the word about your business is for you to spread the word about theirs. Referring your clients may be something you never thought of, but you likely have clients who have a variety of careers—from doctors and lawyers to artisans and educators. If asked for a referral for a new doctor, legal counsel, lawn service, party planner, etc., think to your client list and see if there’s a client you would feel comfortable recommending. If so, be sure to also send the client a quick note that you passed his or her information along. By referring your client, you may also be giving them a subconscious reminder that you are a fellow professional that they should refer as well.

The same principle holds true for other local businesses. When you think of getting (or giving) referrals from other professionals, do you automatically think about veterinarians? Of course, having your local veterinarians recommend your business to their clients is an amazing referral source, but many pet sitters find that local veterinarians may be hesitant to recommend only one service or don’t want to recommend any because they have vet techs who offer pet sitting as well. Definitely work with local veterinarians if you can, but don’t stop there—your community is full of potential referral sources. Do your clients often ask about groomers, trainers, local pet boutiques or housecleaning services? If there are other businesses you trust in your area, reach out to them directly to see if there is a way to establish a mutually-beneficial referral program. For example, you may leave coupons from a local pet boutique at the end of your pet-sitting visits (or in new client packets) and the pet boutique will include your business card in bags when customers make a purchase. If you offer pet-taxi services, consider working with a local groomer to have her offer your clients a discount on grooming when they use your pet-taxi services to transport their pets to and from the grooming appointment.

It’s often said that people do business with people they like. It’s also true that they do business with people their friends, neighbors, family members and other service providers like. People that use your services LOVE you, so if you can get them talking about your business, you are sure to gain new clients who will love you as well.