Why Being 'Just Another Tradie' is Killing Your Profit
Walk down any street in Coorparoo or North Lakes and you’ll see half a dozen utes for different electrical, plumbing, or landscaping businesses. To the average homeowner, they all look exactly the same. They all say they offer "quality service," "competitive prices," and "free quotes."
If you look exactly like your competitor, the customer only has one way to choose between you: Price.
When you compete on price, it’s a race to the bottom. You work longer hours, take on more stress, and at the end of the month, there’s hardly any profit left in the bank. I see this constantly with Brisbane business owners who are brilliant at what they do but are struggling because they haven’t figured out how to stand out.
Being different isn't about having a fancy logo or a clever slogan. It’s about giving a customer a reason to pick up the phone and call you instead of the guy five minutes down the road. It’s about moving from being a "commodity" to being the local expert.
The Myth of 'Quality Service'
I’m going to be blunt: saying you provide "quality service" is a waste of breath.
In 2024, quality service is the bare minimum. If you don't provide quality service, you shouldn't be in business. Customers expect you to show up on time, do the job right, and not leave a mess. When you use that as your main selling point, you aren't standing out—you’re just stating the obvious.
To actually grow your business and charge what you're worth, you need to find a way to stand out and charge more. You need to solve a specific problem or offer a specific feeling that your competitors aren't touching.
Step 1: Pick a Lane (And Own It)
Most small business owners are terrified of saying "no" to work. They think that by being a generalist, they have a bigger pool of customers.
In reality, the opposite is true. If I need a renovation on a high-end Queenslander in Ascot, am I going to hire the guy who "does all types of building," or the specialist who "restores heritage Queenslanders"? I’ll pick the specialist every time, and I’ll expect to pay him more.
How to pick your lane:
What jobs do you actually make money on? Look at your books. If your small maintenance jobs barely cover your petrol but your full bathroom installs are highly profitable, stop advertising the small stuff. What do you want to be known for? Do you want to be the fastest? The cleanest? The one who handles the difficult council approvals? Who is your ideal customer? Is it a busy mum in Bulimba who just wants someone she can trust in her house, or a property manager who just needs the cheapest possible fix? You can't be both.Step 2: Solve the 'Hidden' Frustrations
If you want to win more jobs without lowering your price, you need to look at what pisses people off about your industry.
In the trade world, it’s usually communication. People are sick of tradies who don't answer the phone, don't send quotes for three weeks, or show up whenever they feel like it.
If your "difference" is that you provide a guaranteed 24-hour quote turnaround and a text message 30 minutes before you arrive, you will win more work than the guy who has been in business for 30 years but is impossible to get a hold of. This is a simple way to be the only choice for a customer who values their time more than a few saved dollars.
Step 3: Look the Part (The 'Ute and Uniform' Test)
I’ve sat down with dozens of business owners who tell me they are the best in Brisbane. Then I look at their website and it looks like it was built in 2005. Their van is dirty, and their shirt has holes in it.
Your brand is a promise. If your business looks unprofessional, customers will assume your work is unprofessional.
Think about it: if two plumbers quote $1,000 for a job, and one shows up in a clean, branded van with a professional-looking quote on an iPad, while the other shows up in a beat-up Hilux and scribbles a price on the back of a receipt, who are you hiring? More importantly, who are you comfortable paying
more to?Investing in how your business looks isn't vanity; it's a tool to make people feel safe giving you their money. If you look like a premium service, you can charge premium prices.
Step 4: Use Your Story to Build Trust
People buy from people. This is the biggest advantage a small Brisbane business has over a massive national franchise.
Don't hide behind a corporate-sounding website. Tell people who you are. Why did you start the business? Is it a family affair? Have you lived in the Western Suburbs your whole life?
When you tell your business story, you stop being a nameless contractor and start being a person. Customers are much less likely to haggle over $50 when they feel like they know you and trust you.
The Real Cost of Standing Out
Let’s talk numbers, because that’s what matters.
Updating your brand, fixing your website so it actually works on phones, and getting professional photos of your team isn't free. You might spend $5,000 to $15,000 getting everything sorted properly.
That sounds like a lot of money to a lot of blokes. But let’s look at the return:
Scenario A: You stay as you are. You win 2 out of 10 quotes because you're competing on price. Your average profit per job is $500. Scenario B: You invest in your brand. You look like the best in the business. You win 4 out of 10 quotes because people trust you more. Because you aren't the "cheap guy" anymore, you raise your prices and your average profit per job becomes $700.In Scenario B, you aren't just making more money; you're working with better customers who respect your time. That $10k investment pays for itself in a few months. After that, it’s pure profit.
How Long Does It Take?
You won't see a change overnight. If you change your branding on Monday, your phone isn't going to ring off the hook on Tuesday.
Usually, it takes about 3 to 6 months to really see the shift. You’ll notice that the
type* of people calling you changes. You’ll get fewer people asking "what’s your hourly rate?" and more people asking "when can you start?"What’s a Waste of Money?
I see local businesses waste thousands on things that don't help them stand out. Here is what to avoid:
1. Generic Advertising: If you run an ad that just says "Plumber Brisbane" with a list of services, you are wasting your cash. You're just paying to be one of twenty options. 2. Buying 'Likes': Nobody cares if your business Facebook page has 5,000 followers if they aren't local people who need your service. 3. Cheap Logos: Getting a $50 logo from a random site usually results in something that looks cheap and generic. It does the opposite of helping you stand out.
What Should You Do First?
If you're ready to stop being the "cheap option" and start growing a real business, here is your checklist:
1. Audit your current look: Be honest. Does your website, your van, and your uniform look like a business that charges premium rates? If not, that’s your first job. 2. Identify your 'One Thing': What is the one thing you do better than anyone else in your suburb? Make that the hero of your marketing. 3. Fix your communication: Before you spend a cent on ads, make sure you are answering the phone and getting quotes out fast. There is no point paying for leads if you're going to drop the ball when they call.
Why Most Businesses Fail at This
Most business owners get scared. They worry that if they specialise or raise their prices, they’ll lose customers.
And you know what? You will. You’ll lose the "tyre kickers" and the people who want everything for nothing.
But those are the customers who make your life miserable anyway. By standing out and being different, you open the door to the customers who have money, value your expertise, and will tell all their friends about you.
We’ve seen this work for everyone from electricians in Morningside to accountants in the CBD. The ones who have the guts to be different are the ones who end up with the most successful businesses.
Getting Started with Local Marketing Group
At Local Marketing Group, we don't care about fancy awards or technical jargon. We care about making sure your phone rings with the right kind of customers. We help Brisbane small businesses stop being a secret and start being the first choice in their local area.
If you’re tired of competing on price and want to build a brand that actually makes you money, let's have a chat.
Ready to grow? Contact Local Marketing Group today.