Word of mouth built your business. Someone liked your work, told their mate, and the phone rang. That's how it's always been for tradesmen in the North East and there's nothing wrong with it. But if referrals are your only source of work, you're one quiet month away from a problem.
The North East market is changing
New housing estates are going up all over the region. Peterlee, Sedgefield, Newton Aycliffe, the outskirts of Durham, new developments around Washington and Houghton-le-Spring. These estates are full of new homeowners who don't know any local tradesmen. They're not going to ask around. They're going to Google it.
If you're not showing up in those searches, someone else is getting that work. And these are often the best jobs going. New homeowners with budgets, wanting quality work done right.
Referrals have a ceiling
Think about how referrals actually work. One customer tells two friends. Maybe one of them calls you. That's one new lead from one finished job. It's slow and you can't control it. What happens during the quiet months when nobody happens to be recommending you? You sit and wait. That's not a business strategy, it's a gamble.
Your competition has moved online
Search for your trade in your area right now. Go on, do it. See those businesses at the top of Google with proper websites, photos of their work, and Google reviews? Those are your competitors who've invested in being found online. Every lead they get from Google is a lead that could have been yours.
This is happening across the whole North East. Plumbers in Sunderland, electricians in Newcastle, roofers in Darlington. The ones growing fastest are the ones people can actually find.
What to do about it
You don't need to abandon word of mouth. Keep it going. But add these on top:
- Get a website. Even a simple one that shows what you do and where you work. It picks up leads 24/7 from people actively searching for your services.
- Set up Google Business Profile. It's free and it gets you on the map when people search locally.
- Collect Google reviews. Every happy customer is a chance to build your online reputation. Send them the link by text straight after the job.
- Be consistent. Post the odd photo of your work on Facebook. Keep your details up to date everywhere. Small efforts that compound over time.
Two streams are better than one
The strongest trade businesses in the North East right now have two lead sources: referrals and online enquiries. When word of mouth is flowing, brilliant. When it slows down, the website keeps the phone ringing. That's security. That's how you build a business that grows steadily instead of bouncing between feast and famine.
If you've been relying on word of mouth alone, now's the time to add that second stream. We can have your website live in days.