Why Brisbane Isn't Just One Big Market
If you’re running a business in Brisbane, you know that a customer in Ascot is looking for something very different than a customer in Archerfield. Yet, I see so many local business owners throwing money at broad advertising that treats the whole city like one big bucket.
Most marketing agencies will tell you to 'target Brisbane.' That’s a great way to burn through your budget. If you’re a sparky based in Coorparoo, do you really want to be fighting traffic across the Gateway to get to a small job in North Lakes? Probably not. You want the high-profit jobs within 15 minutes of your driveway.
To grow your business, you need to stop thinking about 'Brisbane' and start thinking about your backyard. Whether you’re a landscaper in Kenmore or a boutique owner in Paddington, the secret to more sales isn't finding more people—it's finding the right people in the right suburbs.
The 'Backyard' Strategy: Owning Your Suburb
I recently spoke with a plumber who was frustrated because he was spending $2,000 a month on ads but getting calls from places he didn't want to service. He was winning work, but the travel time was killing his profit. We shifted his focus to just three suburbs surrounding his base in Morningside.
By focusing on a smaller area, he didn't just save on petrol; he became the 'local guy.' People in Brisbane trust a business that feels like it belongs to their community. When you own your local suburb, you stop being a stranger and start being a neighbour. That trust turns into more phone calls and less haggling over price.
High-Value Suburbs vs. High-Volume Suburbs
Not all suburbs are created equal for your specific business. You need to look at who lives there and what they need:
The 'Renovator' Belt (Paddington, Ashgrove, Camp Hill): If you’re a tradie, these are gold mines. Older homes need constant maintenance and high-end upgrades. People here have the money to spend, but they have zero patience for people who don't show up on time. The 'New Build' Growth Areas (North Lakes, Pimpama, Ripley): These areas are perfect for services like window tinting, landscaping, or solar. These owners are often young families looking for value and reliability. The 'Professional' Hubs (New Farm, Tenerife, CBD): These customers want convenience. If you offer a service that saves them time—like mobile car detailing or premium dry cleaning—you can charge a premium because their time is worth more than their money.
How to Show Up Where Your Customers Are Looking
Most business owners think they need a fancy website with all the bells and whistles. You don't. You need a website that works on phones and tells Google exactly which suburbs you serve.
If someone in Carindale searches for 'mechanic near me,' Google wants to show them someone in Carindale. If your online presence doesn't explicitly mention the suburbs you work in, you’re invisible. I’ve seen businesses double their enquiries just by fixing their online listings to reflect their actual service area. It’s not about being the biggest business in Brisbane; it’s about being the most relevant one in the searcher's suburb.
The Power of Local Talk
Brisbane is a 'big country town.' Word of mouth still travels faster than any paid ad. Have you noticed how active the local community Facebook groups are? Whether it's the '4101 Community' or a local 'What's Happening' page, people are constantly asking for recommendations.
Don't just join these groups to spam them with ads—that’s a quick way to get banned. Instead, look at how community talk wins customers. When you help someone out with a bit of free advice or sponsor the local footy team, your name comes up naturally when someone asks, "Does anyone know a good tiler?"
What’s a Waste of Money?
I’ll be blunt: most small businesses waste at least 30% of their marketing budget on things that don't move the needle. Here’s what to avoid:
1. Broad Radio or Billboard Ads: Unless you’re a massive brand like Jim’s Mowing, these are too expensive and too 'scattergun.' You’re paying to reach people in Ipswich who will never buy from your shop in Sandgate. 2. Cheap 'SEO Packages': If someone calls you offering to put you on the first page of Google for $200 a month, hang up. They’ll use shortcuts that might get you a temporary boost but will eventually get you penalised by Google, making you invisible. 3. Letterbox Drops (Usually): Unless you have a very specific, high-value offer (like a 'Free Roof Inspection' after a hailstorm in The Gap), most of these go straight into the yellow bin.
The 3-Step Plan to Win More Local Jobs
If you want to see results in the next 30 to 60 days, here is what I’d tell a mate to do:
1. Pick Your 'Money Suburbs'
Look at your books from the last year. Where did your best, most profitable jobs come from? Pick the 3 or 4 suburbs that are close to home and have the type of houses or businesses you like working on. Focus all your effort there first.2. Update Your Google Profile
This is free and it’s the most powerful tool you have. Make sure your service area is set correctly. Upload photos of work you’ve done in those specific suburbs*. If you did a deck in Bulimba, label the photo 'New Timber Deck in Bulimba'. Google reads that and connects the dots.3. Ask for Reviews (The Right Way)
When you finish a job and the customer is happy, ask them for a review right then and there. A business with 50 reviews from people in 'Chermside' and 'Kedron' will win the job over a business with 5 reviews every single time. It’s social proof that you know the area and you do a good job.How Much Will This Cost?
Doing this yourself costs nothing but your time—maybe 2-3 hours a week. If you hire an agency like Local Marketing Group to handle it for you, you’re looking at an investment, but the goal is always to make that money back (and then some) in new bookings.
Results aren't instant. It usually takes about 3 months to really see the momentum build. But once you 'own' a suburb in Google's eyes, the phone calls start coming in consistently without you having to chase them.
Stop Chasing, Start Attracting
You didn't start your business to spend all day worrying about marketing. You started it to provide a great service and make a good living. By narrowing your focus to specific Brisbane suburbs, you make your marketing cheaper, your travel time shorter, and your profit margins higher.
Stop trying to be everything to everyone in Brisbane. Be the local expert for your chosen suburbs, and the customers will find you.
Ready to get more local calls? At Local Marketing Group, we help Brisbane businesses dominate their suburbs and grow their profits. Contact us today to chat about a strategy that actually works for your backyard.