Why Your Best Salesperson Doesn’t Work for You
I was sitting down with a landscaper in Carindale last month. He’s a hard worker, does incredible stone masonry, and his yards look like something out of a magazine. But his Facebook page was a graveyard of stock photos and boring 'Call for a quote' posts.
He told me, "I’m spending three grand a month on an agency, and the phone isn't ringing. People just don't seem to trust us."
I told him what I’ll tell you: People in Brisbane are sick of being sold to. They don't want to see a polished, professional photo of a model holding a hammer. They want to see a real photo of a deck you built in Coorparoo, taken by the homeowner who is actually enjoying a beer on it.
In the marketing world, they call this 'User Generated Content' or UGC. In the real world, we call it social proof. It’s the digital version of a neighbour leaning over the fence and saying, "Yeah, these guys did a cracker of a job."
If you can get your customers to create content for you, your marketing costs drop, and your phone calls go up. Here is how the landscape is shifting and how you can actually make money from it.
The Shift: Why Polished is Out and Raw is In
For years, we were told that your business needs to look 'professional.' That meant high-end photography and expensive video crews.
That’s dead.
Today, a shaky video filmed on an iPhone by a happy customer is worth ten times more than a $5,000 corporate video. Why? Because it’s believable. When a real person puts their face on camera and says you showed up on time and didn't leave a mess, that’s money in the bank.
I’ve seen this work for dozens of Brisbane businesses, from pest controllers to boutique hair salons. The trend is moving toward 'raw and real.' If you're still trying to look like a massive multinational corporation, you're actually pushing customers away. They want to support a local legend, not a faceless brand.
How to Get the Goods (Without Being Annoying)
Most business owners fail at this because they just wait for it to happen. Newsflash: Happy customers are quiet. Unhappy customers are loud. If you want the good stuff, you have to ask for it, and you have to make it worth their while.
1. The 'Photo for a Perk' Strategy
This is the easiest way to start. If you’re a tradie, tell the homeowner: "Hey, if you take a quick photo of the finished kitchen and tag us on Instagram, I’ll knock $50 off the bill or send you a $50 Bunnings voucher."Is $50 a lot? Not when you consider that a single high-quality lead can be worth thousands in profit. You are essentially buying a high-performing advert for the price of a carton of beer. When you get customers to sell for you, your job becomes much easier.
2. The Video Testimonial Hack
Don't ask people to "write a review." Everyone does that. Instead, when you finish a job and the customer is standing there smiling, say: "I’m so glad you’re happy with the work. Would you mind if I filmed a 30-second clip of you saying what you liked most about the service?"Nine times out of ten, if the work is good, they’ll say yes. These videos are gold for your website. They prove you are a real person who does real work for real people in the local area.
Predictions: Where This is Heading in 2024 and Beyond
If you think this is just a fad, you’re going to get left behind. Here is what I see coming for small businesses in Queensland:
Google will prioritise 'Real' over 'Perfect': Google’s local search is getting smarter. They can tell the difference between a stock photo and a photo taken at a specific GPS location in Paddington. Businesses with real customer photos will show up higher than those with generic images. Video is no longer optional: If your website only has text, you’re losing money. Visitors want to see the person they are inviting into their home. A simple 'meet the owner' video combined with customer clips is the fastest way to build trust.
- The 'Community' Effect: Successful local businesses are starting to look more like community hubs. By sharing photos of your customers (with permission), you aren't just a service provider; you're part of the Brisbane fabric.
What’s a Waste of Money?
I’ll be blunt: paying for 'influencers' is usually a total waste of cash for most local service businesses. Unless you’re a high-end restaurant or a trendy fashion boutique, paying some person with 10,000 followers to talk about your plumbing business is stupid.
Their followers aren't in your service area. You’re paying to reach people in Sydney or Perth who will never hire you. Stick to your actual customers. They are your real influencers because their friends and family actually live in your suburb.
Also, don't waste money on fancy editing software. Use the basic tools on your phone. If it looks too produced, people will think it’s a paid ad and scroll right past it.
How Long Until You See Results?
This isn't an overnight fix. You won't post one customer photo and get ten calls the next morning. However, if you consistently gather and post this content for 3 to 6 months, something happens.
Your 'close rate' on quotes will go up. Why? Because by the time you show up to give a quote, the customer has already seen five other people in their suburb praising your work. They’ve already decided to hire you; the quote is just a formality.
If you want to speed things up, you can use these customer stories in your local advertising. Using real people in your ads is one of the best ways to win more local jobs because it cuts through the noise of all the big, boring companies.
Your 3-Step Action Plan
If you’re busy and just want to know what to do tomorrow morning, here it is:
1. Identify your 'Happy' list: Look at your last five completed jobs. Who was the happiest customer? Call them or shoot them a text. Ask for a photo of the work in use. 2. Create an incentive: Decide what you’re willing to give away. A discount? A voucher? A free service next time? Make it attractive enough that they actually bother to do it. 3. Put it where people see it: Don't just leave these photos on your phone. Put them on your Google Business Profile, your Facebook page, and your website.
Stop trying to be a marketing genius and start being a storyteller. Show the work, show the happy faces, and show that you give a damn about your customers in Brisbane.
If you're tired of wasting money on ads that don't work and want a strategy that actually brings in more phone calls, we can help. At Local Marketing Group, we don't care about 'likes' or 'engagement'—we care about your bottom line.
Ready to grow your business? Contact Local Marketing Group today.