Why Being the 'Local Expert' is the Fastest Way to Grow
I’ve sat down with hundreds of business owners across Brisbane—from electricians in Coorparoo to lawyers in the CBD—and they all tell me the same thing: "I’m sick of competing on price."
If you feel like you’re constantly defending your quotes or losing jobs to some bloke with a ute who’s charging half what you do, you have a reputation problem. Not that you have a bad reputation, but you don't have a dominant one.
In the marketing world, people call this "thought leadership." I hate that term. It sounds like something a corporate executive says in a boardroom while drinking a $9 latte. For a small business owner in Queensland, it’s much simpler than that. It’s about being the Go-To Person.
When you are the Go-To Person, people don't ask for three quotes. They call you and ask when you’re available. They don't haggle over your call-out fee because they already trust that you know what you’re talking about. This article is a deep dive into how you can stop being a commodity and start being the expert that Brisbane locals trust.
The Problem: You’re Invisible (Even if You’re Busy)
Most business owners think that doing a good job is enough. "Word of mouth will take care of it," they say. And look, word of mouth is great, but it’s slow and it’s out of your control.
If I’m looking for someone to renovate my kitchen or manage my commercial property, I’m going to look you up online. If all I see is a generic website that says "Quality Service, Best Prices," you look just like the fifty other guys I found on Google.
To win the best jobs, you need to show people that you have a brain, not just a toolkit. You need to prove you understand their problems better than anyone else. If you don't do this, you're just wasting time on content that doesn't actually put money in your bank account.
What Does "Expert Content" Actually Look Like?
Forget writing 2,000-word essays or recording polished TV commercials. That’s a waste of money. Expert content is simply you sharing your knowledge to help a customer make a better decision.
Think about the questions you get asked every single day. - "Why is my electricity bill so high?" - "What’s the best way to waterproof a deck in the Brisbane humidity?" - "How do I know if this crack in my wall is a structural problem?"
Every time you answer one of those questions on your website, in a video, or in an email, you are building a "trust bank account" with a potential customer. By the time they pick up the phone, they’ve already decided you’re the expert.
The "Common Sense" Approach
I worked with a pest control guy out in Ipswich. He was struggling to get premium termite jobs. Everyone just wanted the $99 spray-and-walk-away. We changed his strategy. Instead of posting "Book Now" ads, he started filming 30-second videos on his phone while he was on the job.
He’d show a rotted stump and explain exactly why the cheap treatments fail in our local soil. He wasn't selling; he was teaching. Within three months, his phone was ringing for $3,000 termite barriers, not $99 sprays. People saw him as the guy who knew his stuff, not just a guy with a chemical tank.
How to Start Without Losing Your Mind
I know what you're thinking: "I don't have time to be a blogger. I have a business to run."
You’re right. You shouldn't be a blogger. You should be a source of information. Here is the most efficient way to do this without it taking over your life.
1. The "Frequently Asked Questions" Goldmine
Open the 'Notes' app on your phone. For the next week, every time a customer asks you a question, write it down. By Friday, you’ll have at least 10 topics.These aren't just questions; they are the exact hurdles stopping people from buying from you. If you answer them publicly, you're helping customers who aren't ready to buy yet feel comfortable enough to choose you when they finally are ready.
2. Use Your Phone (The "Show, Don't Tell" Rule)
Brisbane locals appreciate authenticity. They don't want a polished marketing video with stock music. They want to see you in your work shirt, on a job site, explaining a real problem.If you're a landscaper, show me a backyard that floods every time we get a summer storm. Explain why it’s happening and how you fix it. That 60-second clip is worth more than $5,000 of "brand awareness" advertising. It proves you’ve done the work before.
3. Stop Trying to Sound Smart
One of the biggest mistakes I see professional services (like accountants or solicitors) make is using big words to sound impressive. It backfires. It just makes you sound expensive and unapproachable.Talk to your customers like you’re having a beer at the local pub. If you can explain a complex legal issue or a tax rule in plain English, people will flock to you because they finally understand what’s going on.
Does This Actually Make Money?
Let's talk brass tacks. Marketing is an investment, and you want a return.
When you position yourself as an expert, three things happen to your profit margins:
1. Higher Prices: Experts charge more. Think about a brain surgeon versus a GP. They both went to med school, but the specialist gets the big bucks. When you are the "specialist" in your niche, people expect to pay more. 2. Shorter Sales Cycle: You spend less time "selling" on the phone. The customer has already watched your videos or read your guides. They are already sold on your method. You just need to give them a price and a date. 3. Better Clients: You stop attracting the tyre-kickers who only care about the lowest price. You start attracting people who value quality and peace of mind.
I’ve seen this work for a boutique real estate agency in New Farm. Instead of just listing houses, the principal started writing about the specific heritage rules for renovators in the area. They became the "Heritage Expert." They didn't just get more listings; they got the best listings with the highest commissions.
The Cost of Doing This (And the Cost of Not Doing It)
If you do this yourself, the cost is just your time—maybe 2 hours a week. If you hire an agency like Local Marketing Group to help you, you’re looking at a monthly investment.
But what’s the cost of not doing it?
If you stay "just another business," you are at the mercy of the market. If a big competitor moves in and slashes prices, you’re in trouble. If Google changes how they show ads, your leads might dry up. But if you have a reputation as the local authority, you own that. No one can take your reputation away from you.
What to Avoid (The Money Pits)
Most people get this wrong. Here is what to avoid so you don't waste your hard-earned cash:
Hiring a generic "content writer": If you hire someone from overseas who doesn't know the difference between a Queenslander and a townhouse, your content will sound fake. It has to come from your expertise. Focusing on "Likes" instead of Leads: I don't care if 1,000 people like your photo on Facebook. I care if 5 people called your office. Don't chase vanity; chase bookings that actually pay.
- Giving up too early: This isn't a tap you turn on and get an instant flood. It’s like planting a fruit tree. You have to water it for a bit before you get the fruit. Usually, it takes 3 to 6 months to see the real shift in how customers treat you.
Your 3-Step Action Plan
If you want to start being the Go-To Person in your industry this week, do these three things:
1. Identify the "Big Fear": What is the one thing your customers are most afraid of? (e.g., getting ripped off, a job taking too long, a mess being left behind). Write down exactly how you prevent that. 2. Create a "Common Mistakes" Guide: Write a simple list or record a video titled "5 Mistakes [Suburb] Homeowners Make When Hiring a [Your Industry]." This immediately puts you on the customer's side. 3. Put it where people can see it: Don't just hide it on a blog page. Put it on your homepage, send it to your email list, and post it on your Google Business Profile.
Summary: It’s About Trust
At the end of the day, people in Brisbane want to do business with people they trust. They want to know that you aren't going to vanish once the invoice is paid. By sharing your knowledge openly, you prove that you’re the real deal.
You don't need to be a marketing genius. You just need to be helpful.
If you’re too busy running your business to worry about recording videos or writing guides, that’s where we come in. At Local Marketing Group, we help Brisbane business owners extract the gold from their brains and turn it into content that actually brings in customers.
Ready to stop being invisible and start being the expert? Let’s have a chat.