Why Going It Alone Is Costing You Money
I was sitting down with a landscaper in Carindale a few months back. He was frustrated. He was spending three grand a month on Google ads, and while the phone was ringing, half the callers were 'tyre kickers' looking for the cheapest price. He was working twelve-hour days just to keep the lights on.
I asked him, "Who else is at the job site before you get there?"
He thought for a second. "The pool builders, usually. Or the guys doing the big home renovations."
"And do you talk to them?"
"Not really," he said. "We just get in, do the turf and the retaining walls, and get out."
That right there is the biggest missed opportunity in Brisbane small business. This bloke was paying Google for 'cold' leads when he could have been getting 'warm' introductions from a pool builder who already had the customer's trust.
In the marketing world, they call this 'brand partnerships'. In the real world, we call it teaming up.
This guide isn't about fancy corporate sponsorships or influencers on Instagram. It’s about how a local smash repairer, a boutique gym, or a solicitor can partner with another local business to get more phone calls, better quality jobs, and more profit without wasting money on ads that don't work.
The "Tradie Logic" of Partnerships
Think about it this way. If you need a good electrician, do you go to the Yellow Pages? Probably not. You ask your builder mate, "Who do you use?"
You trust the builder, so you trust his recommendation. That recommendation is worth more than a thousand billboards on the Story Bridge.
When you partner with another business, you aren't just sharing a customer list; you are borrowing their reputation. If people already like and trust the local coffee shop, and that shop tells them your accounting firm is the best in the suburb, half the selling is already done for you.
Most business owners fail at this because they make it too complicated. They think they need legal contracts and shared logos. You don't. You just need a way to help each other make more money. Understanding why people buy is the first step to making these partnerships work; usually, it’s because someone they trust told them to.
Three Simple Ways to Partner Up This Week
I promised quick wins, so let’s look at what you can actually do tomorrow morning to start bringing in more enquiries.
1. The "Golden Referral" Circle
Find three businesses that see your customer before you do.If you’re a Mortgage Broker: You want to talk to Real Estate Agents. If you’re a Painter: You want to talk to Colour Consultants or Interior Designers. If you’re a Vet: You want to talk to Dog Groomers or Walkers.
Don't just ask them to "send work my way." That’s what everyone else does. Instead, offer them a reason to mention you. Maybe you provide their clients with a free 'Home Maintenance Audit' or a 'First-Time Buyer Checklist' that has your phone number on it. It makes them look like a hero for providing extra value, and it gets your foot in the door.
2. The Shared Voucher
This is a classic because it works. Find a business that has the same type of customer as you, but isn't a competitor.We worked with a high-end hair salon in Paddington that partnered with a local florist. Every time someone spent over $200 at the salon, they got a voucher for a free small bouquet at the florist. In return, the florist put a sign on their counter: "Treat yourself: $20 off your first colour at [Salon Name]."
It cost neither business any cash upfront. It just moved customers from one shop to the other. Both businesses saw a massive jump in new faces within a month. This is a great way to land better customers who are already spending money in your area.
3. The Joint Local Event
If you’re a professional service—say, a physio or a lawyer—hosting a small 'Information Night' at a local cafe can be a goldmine. You pay for the coffee and snacks, the cafe provides the space, and you both invite your email lists. You get to show off your expertise, and the cafe gets 20 people through the door on a quiet Tuesday night who will likely come back for breakfast on Saturday.Why Most Partnerships Fail (And How to Avoid It)
I’ve seen a lot of these go south. Usually, it’s because one person is doing all the giving and the other is just taking.
The "What’s In It For Me?" Test Before you approach a business owner in Bulimba or North Lakes, you need to be able to answer one question:
How does this make them more money or save them time?*If your pitch is "Hey, can you put my business cards on your counter?", the answer will be "Sure," and then those cards will sit there gathering dust until they get thrown in the bin.
If your pitch is "I have 500 locals on my email list, and I’d love to tell them about your new service if you can offer them a small discount," you’ve got their attention.
Does Your Business Look the Part?
Before you go out and start shaking hands, you need to be honest with yourself. If a trusted local business refers a customer to you, and that customer looks at your website or walks into your shop and it looks like a mess, you’ve just embarrassed your partner.
They won't refer to you again.
I always tell my clients in Morningside and Cannon Hill: your reputation is your currency. If your business look is costing you customers, no amount of partnering will save you. Make sure your website works on phones and your shopfront is clean before you ask someone else to put their name next to yours.
The Cost and the Timeline
Cost: Practically zero. You might spend $50 on a lunch to meet a potential partner or $100 to print some nice vouchers.
Time: You can see results fast. If you set up a referral deal with a busy tradie or shop owner today, you could have your first new enquiry by Friday.
Effort: High at the start. You have to get out from behind your desk, make the phone calls, and actually meet people face-to-face. In Brisbane, we buy from people we know. A cold email won't work. A coffee at the local bakery will.
What Should You Do First?
1. List 5 businesses in your suburb that serve the same people you do but don't do what you do. 2. Check their reviews. Don't partner with someone who has a 2-star rating. It will rub off on you. 3. Walk in or call. Ask for the owner. Say: "I run the [Your Business] down the road, and I've got an idea that might help us both get a few more customers. You got time for a quick coffee?" 4. Focus on them first. Ask how their business is going and what kind of customers they are looking for.
Summary
Stop trying to fight the Google algorithm and start talking to your neighbours. Brisbane is a big city that acts like a small town. If you can build a network of three or four solid partners who actively talk you up to their customers, you'll never have to worry about where your next job is coming from again.
It’s not about "marketing strategy." It’s about being a helpful, active part of your local business community.
Need help finding the right partners or making sure your business is ready for more customers?
At Local Marketing Group, we help Brisbane businesses grow by focusing on what actually works. No jargon, just results.