Why Being 'The Local Expert' Beats Buying Facebook Ads
Most Brisbane business owners I talk to are fed up with the 'pay-to-play' cycle. You spend a few hundred dollars on ads, the phone rings for a week, and as soon as you stop paying, the leads dry up. It feels like a treadmill you can't get off.
There is a better way. I’ve seen it work for a landscaping crew in Chermside and a boutique accountant in Paddington. It’s called local PR—but don't let the fancy name fool you. It’s not about press releases and red carpets. It’s about getting people in your suburb talking about you so that when they need a job done, yours is the only name they remember.
In 2024 and 2025, the data is clear: people are tuning out of national news and tuning into what’s happening in their own backyard. Whether it’s a local Facebook group, a community newsletter, or the South-East Advertiser, these are the places where your future customers are looking for help.
The Shift: Why People Trust Locals More Than Ever
We’ve analysed the numbers across hundreds of local campaigns. The cost of getting a new customer through standard online ads has jumped by nearly 25% in the last two years. Why? Because everyone is doing it. Your competitors are all bidding for the same keywords, driving the price up for everyone.
However, when a local resident sees your business featured in a story about a community project or mentioned in a 'best of' list in a local blog, the trust is already built. You aren't just another ad; you're a member of the community. This results in shorter sales calls and customers who don't haggle over price because they already believe you’re the best at what you do.
To really dominate, you need to own your local suburb by being visible where people live and shop, not just where they search.
Prediction 1: Community Groups Will Replace Google for Recommendations
If you live in Brisbane, you’ve seen it. Someone posts in a community group: "Does anyone know a reliable sparky who won't charge a fortune?" Within ten minutes, there are 15 recommendations.
Our data shows that a recommendation in a local group is worth 10x more than a Google ad. Why? Because it carries the weight of a neighbour's word.
The Expert Insight: You cannot just join these groups and start spamming your services. You’ll get banned in minutes. The "Local PR" trend for 2025 is about earned authority.
I recently worked with a plumber in Morningside who spent 20 minutes a night just answering questions in local groups—not asking for work, just giving free advice on how to stop a leaking tap or what to do if a pipe bursts in the rain. Within three months, he was the only plumber anyone mentioned in that group. He didn't spend a cent on ads, but his phone hasn't stopped ringing.
Prediction 2: Local News is Starving for Your Stories
Local newspapers and regional news sites are understaffed. They are desperate for good, local stories that aren't just corporate fluff.
Most business owners think they aren't "newsworthy." That’s rubbish. If you are doing something that affects the people in your suburb, that’s news.
Are you hiring five new apprentices from the local high school? Are you donating a portion of your Friday profits to a local footy club? Have you found a way to solve a common problem in Brisbane (like termite season or storm prep)?
When you get a story in a local publication, it does two things. First, it puts you in front of thousands of local eyes. Second, it stays online forever. When someone looks you up, they see a news article about you, which makes you look like a massive, established player—even if you're a two-man team.
What Will This Cost You? (Time vs Money)
Let’s be honest about the cost. PR agencies often charge $3,000 to $5,000 a month. For a small business in Brisbane, that’s a waste of money. You don't need a high-rise agency to get you into the local paper.
The Reality: Doing it yourself: Costs $0 but takes about 2-3 hours a week of consistent effort (emailing editors, talking to community leaders). Hiring a specialist: Might cost $500 - $1,000 for a specific project or 'push'. The Result: You usually see the first 'wins' within 4 to 8 weeks. Unlike ads, these results don't disappear the moment you stop working on them.
If you want to see which other strategies are actually worth your hard-earned cash, check out our guide on marketing that actually pays off.
Prediction 3: The Rise of the 'Local Influencer'
Forget the kids on TikTok with millions of followers. The real power for a Brisbane business owner is the person in your suburb who everyone knows. It might be the head of the P&C, a popular real estate agent, or the person who runs the local 'Community Watch' page.
In 2025, smart business owners will partner with these people. It’s not about paying them; it’s about providing value.
For example, we saw a local gym in Indooroopilly offer free 'mobility sessions' for the local bowls club. The bowls club promoted it to their members, the local paper ran a photo, and the gym signed up 12 new long-term clients from that one afternoon. That is local PR at its best. It’s using people your suburb trusts to vouch for you.
What Should You Do First? (Your 3-Step Plan)
If you want to start getting more phone calls through local PR, don't try to do everything at once. Start here:
1. Identify 3 Local Outlets: Find the three most popular Facebook groups, local blogs, or community newspapers in your specific service area. Don't try to cover all of Brisbane—focus on your backyard. 2. Find the 'Hook': Stop thinking about what you want to sell and start thinking about what people want to read. If you’re a painter, don't pitch "I paint houses." Pitch "The 3 colours Brisbane homeowners are choosing to stay cool this summer." 3. Reach Out Personally: Don't send a generic email. Call the editor or message the group admin. Say, "I’m a local business owner in [Suburb], and I’ve noticed a lot of people asking about [Problem]. I’ve put together some tips to help them out—would this be useful for your readers?"
What’s a Waste of Money?
National Press Releases: Buying a service that sends your news to 500 websites across the US and UK. It’s useless. No one in Carindale is reading a news site in New York. Unrelated Sponsorships: Sponsoring a team 50km away just because it’s cheap. If your customers aren't there, you're just throwing money away.
- Fancy Award Entries: Paying thousands of dollars to enter 'National Business Awards' that no one has heard of. Local customers care if you're the best in Brisbane, not if you have a trophy from a marketing company in Sydney.
The Bottom Line
Local PR isn't a 'nice to have' anymore. As the big platforms like Google and Facebook get more expensive and crowded, the businesses that survive and thrive are the ones that are deeply embedded in their communities.
It takes a bit of legwork, and you won't see 100 calls on day one. But over six months, you’ll build a reputation that your competitors can't buy, no matter how much they spend on ads.
At Local Marketing Group, we specialise in making Brisbane businesses the 'go-to' names in their suburbs. We don't do fluff—we focus on what gets your phone ringing.
Ready to stop chasing strangers and start owning your suburb? Contact Local Marketing Group today and let’s talk about a plan that actually works for your business.