The first 20 customers are the hardest, because nobody knows your name yet. The good news is that they almost never come from expensive advertising. They come from the people who already trust you, the streets around the jobs you have done, a properly set-up Google profile, and a handful of local relationships. This guide shows you how to work each one in order.
Before you start, do one thing: open a notebook or a spreadsheet and call it your call log. Every time someone contacts you, write the date, their name, how they heard of you, and whether they booked. By customer 20, that log will tell you more about your marketing than any expert.
Start with a realistic number
Work out how many enquiries you need, not just how many jobs. The sum is simple and it changes what you focus on.
Take your typical booking rate: the share of people who contact you and end up hiring you. New owners often do not know it yet, so use a rough guess for now.
| Your trade type | Typical pattern | Enquiries for 20 jobs (rough) |
|---|---|---|
| Urgent repairs (plumbing leaks, no-power calls) | Most callers book if you can come soon | 25 to 35 |
| Planned work (painting a room, a new fixture) | Customers compare two or three quotes | 50 to 70 |
| Larger projects (landscaping, renovations) | Longer decisions, more quotes | 70 to 100 |
These are planning numbers, not industry statistics. Replace them with your own as soon as your call log gives you real data. The point is this: a landscaper chasing 20 jobs needs far more conversations than a plumber, so the landscaper must start earlier and work more sources at once.
Source 1: people who already know you
Your warm circle is the fastest, cheapest source of first jobs. Most new owners underestimate how big it is.
Sit down for half an hour and write a list. Include:
- past customers from your time as an employee, where it is ethical and allowed under any agreement you signed
- family, friends and neighbours
- former co-workers in other trades, who often get asked "do you know a good electrician?"
- counter staff at the suppliers you buy from
- your landlord, property managers or building superintendents you have met
- people from your sports team, place of worship or community groups
Then contact them personally, one at a time, not with a mass message. A short note in your own words works: "Hi [Name], I've started my own [trade] business, [Business name]. If you or anyone you know needs [type of work], I'd be glad to help. My number is [number], texts welcome."
A word on texting and emailing
Personal one-to-one messages to people you know are very different from bulk marketing. Canada's anti-spam law covers commercial electronic messages, including texts and emails, and generally requires consent, clear identification of the sender and a way to unsubscribe. The CRTC's CASL FAQ and ISED's guidance on getting consent explain the basics. When in doubt, keep it personal, say who you are, and stop if someone asks you to.
Source 2: the neighbours of every job
Every finished job is a small advertisement on that street. Neighbours have usually seen your vehicle, and many have similar homes with similar problems.
How to use it without being pushy:
- Ask the customer first. "Would you mind if I left a note for a few neighbours letting them know I was working here?" Most say yes.
- Leave a short door hanger or note at five to ten nearby homes. Mention the type of work, not the customer's name or address.
- Keep the vehicle tidy and marked. A clean van with your name and number does quiet work every day it is parked.
- Do the small things well. Shoe covers, a clean site, a polite word with the neighbour whose driveway you blocked. Neighbours notice.
Worked example: if you leave ten notes after each of your first eight jobs, that is 80 homes. If even one in 40 calls, that is two enquiries for the price of a small print order. Some trades, such as roofing, painting or landscaping, often do better than that because the work is visible from the street.
Source 3: your Google Business Profile
Once your warm circle is told, your Google profile becomes the main way strangers find you. Set it up properly before you start relying on it.
Our step-by-step profile setup guide covers it in detail. In short: register the name you use, choose one honest primary category, hide your home address and list a realistic service area, verify, then add real photos.
The thing that moves a new profile most is reviews. Ask every satisfied customer, at the end of every job. With 20 customers behind you, a handful of genuine reviews makes a visible difference to whether strangers call. If you want someone to check your setup, our profile setup help covers that.
Source 4: local connections that send repeat work
Some people can send you work again and again. One good relationship can be worth more than a dozen one-off customers.
Consider:
- Property managers and landlords, who need reliable trades for routine repairs and turnovers.
- Realtors and home inspectors, whose clients often need small fixes before or after a sale.
- Other trades. A painter needs a drywall finisher; a renovator needs an electrician and a plumber. Swap cards with trades you respect.
- Supplier counters. Staff get asked for names all the time. Be a friendly, regular face.
Approach these relationships the same way you approach a job: show up, be clear, do what you said. Leave a card with your name, trade, number and the area you cover.
How to win the job once they call
Getting the enquiry is only half the work. Many new owners lose jobs between the call and the booking.
- Answer, or call back fast. If you cannot answer on the tools, return calls within a couple of hours. A voicemail message that says when you will call back helps.
- Send a clear quote. Write down what is included, what is not, and roughly when you can start.
- Follow up once. Two or three days after a quote, a short text such as "Hi [Name], just checking whether you had any questions about the quote for [job]" wins a surprising number of jobs.
- Make paying easy. Tell people up front how you take payment.
If you are always on the tools and missing calls, a missed-call text-back service such as the ones explained at CallText.chat can stop callers drifting to the next name on the list.
What not to spend money on yet
In the first few months, protect your cash. Some things can wait until you know your numbers.
- Large ad budgets. Ads amplify what is already working. Before your profile, reviews and call handling are solid, they mostly amplify the gaps.
- Long contracts with marketing companies. Be cautious of 12-month agreements, especially from cold callers. Ask who will own the accounts and the website.
- Directory upsells. You do not need paid "featured" spots on a dozen directories. A few free, accurate listings are enough to start.
- Expensive branding. A clear name, a readable logo and a clean vehicle decal are plenty for year one.
Check your progress at job 10 and job 20
At job 10, open your call log and count. Where did each job come from? Which source brought the most enquiries? Which brought the jobs you actually want?
At job 20, do it again. You will usually find one or two sources doing most of the work. Put more effort into those and less into the rest. That simple review is the foundation of the DIY marketing plan for your first year.
If you would like a written plan for your trade and town, the first-customer launch plan does exactly that, and the contact page explains what to send us.
Frequently asked questions
Should I lower my prices to get my first customers?
Usually not. Very low prices attract customers who shop on price alone and tend to leave if someone cheaper appears. Charge a fair rate, explain what is included, and win on reliability instead.
Is it worth paying for leads from a lead-selling website?
Sometimes, but be careful in year one. Shared leads often go to several businesses at once, so you are racing to call first. Try your free sources before paying, and track every paid lead to see if it books.
How do I ask for a referral without sounding desperate?
Ask at the end of a job that went well, and make it specific: 'If you know anyone on the street who needs this kind of work, I'd be glad to help them too.' Leave a couple of cards. That is a normal business request, not begging.
What should I say on a door hanger?
Keep it short: who you are, what you just did nearby, your number and that you accept texts. For example: 'We just finished a [type of job] on [Street name]. If you need similar work, call or text [Your name] at [number].'