The first-customer plan answers one question for a new trades owner: where do my next 20 jobs come from? It is a short written plan, usually two or three pages, that lists who to contact, what to say, which free listings to claim and how to turn each finished job into the next one. You follow it; we check in to see what worked.
Who this plan is for
This is for tradespeople in their first months on their own whose work so far has come from family, friends or a former employer's overflow. If your calendar is full one week and empty the next, this is the right place to start.
It suits owners who:
- have finished fewer than about 50 jobs under their own name
- have no clear idea which jobs came from where
- feel uncomfortable "selling" and want a method that does not involve pushy tactics
- cannot yet justify a monthly marketing budget
If you are already busy and want more of a particular kind of job, a broader plan through our parent agency, Trades.Agency, may suit you better. We will tell you which on the first call.
What is included
The plan has four parts, and each one is something you can do yourself after we write it down.
- Your warm list. We help you write down everyone who could reasonably send you work: past customers, former co-workers, suppliers' counter staff, property managers you have met, your own neighbours. Most owners are surprised to find 40 to 80 names.
- Your first-ring streets. Every finished job is a sign to the neighbours. We pick the streets around your recent jobs where a polite door hanger or a note in the mailbox makes sense, and give you a template with blanks for your name and number.
- Free listings. Your Google Business Profile comes first, then a short list of directories that matter in your area. We do not send you to 60 directories; three or four well-kept ones beat dozens of half-finished ones.
- The review and referral habit. A short script for asking for a review at the end of every job, and a polite way to ask "do you know anyone else who needs this done?"
Every message template uses placeholders, such as "Hi [Customer name], it's [Your name] from [Business name]…", so you fill in your own words.
A worked example you can check
Numbers make the plan concrete. Say you are a painter whose average job is $2,400 and you book about one in four quotes.
- 20 jobs needs about 80 quote visits.
- If your warm list of 60 people brings 15 requests, and each of 10 completed jobs leads to one neighbour enquiry, you have 25.
- Your Google profile and listings need to supply the other 55 over the months that follow.
That tells you something useful: for this painter, the Google profile is not optional. For a plumber with a $400 average job who books most callers, the maths looks different, and the warm list and profile together often carry the first 20. The plan works out your version of this sum.
Timeline
Most owners can have the plan in hand within about a week of the first conversation. The first two weeks after that are setup: profile, warm list, templates. Weeks three to eight are follow-through.
We suggest a check-in at four weeks and at eight weeks. At each one we look at a simple tally of where calls came from and adjust. If something is clearly not working in your area, we change it rather than waiting for it to fix itself.
How results are measured
Results are counted in booked jobs and their source, not in clicks or likes. The plan gives you a one-line-per-call log: date, name, how they heard of you, quoted or not, booked or not.
After eight weeks you should be able to answer three questions: which source brought the most booked jobs, which brought the most valuable ones, and which cost you time without paying back. That log becomes the starting point for the DIY coaching sessions or for any paid marketing later.
Mistakes to avoid in your first months
A few habits cost new owners more than any ad ever will.
- Not answering the phone. If you are on a roof, a missed call is a lost job. Set up a voicemail that promises a callback time, or a text auto-reply.
- Quoting and then going silent. A short follow-up text two days after a quote wins a surprising share of jobs.
- Discounting to win the first jobs. Low prices attract the customers who leave reviews about price. Charge fairly from day one.
- Messaging contacts carelessly. Canada's anti-spam rules, explained in the CRTC's CASL FAQ, cover commercial texts and emails. Keep messages personal, say who you are, and stop when asked.
For the do-it-yourself version of this plan, read how to land your first 20 customers. When you want a plan written for your trade and town, see pricing or get in touch.
Frequently asked questions
How long does it take to get the first 20 customers?
It depends on your trade and town. An urgent trade such as plumbing can move faster than a planned trade such as landscaping. We set a realistic target in the plan and review it after the first month.
Do I have to cold-call people?
No. The plan starts with warm contacts, nearby neighbours of jobs you have already done, and local listings. Cold-calling rarely suits a new trades owner and is not part of our approach.
Can I text my old customers about my new business?
Usually you can contact people you recently did business with, but Canada's anti-spam law sets rules on consent, identification and unsubscribing. Read the CRTC guidance linked on this page and, if unsure, ask before you send.
What do you need from me to write the plan?
Your trade, the towns you serve, your typical job value, a rough list of past customers and contacts, and how many jobs a month you can actually handle.