Disclaimer: SiteKiln gives you plain-English information, not legal or marketing advice. What works for one trade in one area won't work for everyone. Use your judgement.
# 13.1 - Word of Mouth and Referrals
Most of your best work will still come from people talking about you - but you can't just sit there hoping the phone rings. This is about turning word of mouth from "fingers crossed" into a simple system you run on every job.
Why referrals still matter most
For domestic work, most customers still start with a recommendation - then they check you online, not the other way round. Surveys vary, but the pattern is always the same: people lean on word of mouth, reviews and previous experience when picking a trade, because they're nervous about getting stitched up.
You don't need a perfect percentage. The takeaway is simple:
Most decent domestic trades are fed by two taps:
- People talking about you - customers and other trades.
- People checking you online - Google, Checkatrade, FMB, etc.
Your job is to keep both taps open and make it easy for people to send work your way.
Passive vs active referrals
Most trades do passive referrals without realising it.
You do a good job. The customer is happy. Maybe, months later, someone phones: "You did my sister's bathroom."
It works, but it's slow, random and totally out of your hands.
An active referral system is you steering things:
- You deliberately ask for recommendations at the right time.
- You make it dead easy for people to pass you on.
- You follow up after jobs so your name doesn't vanish from their head.
- You tie their word of mouth to visible proof - photos and reviews.
You're not turning into a pushy salesman. You're just building small habits into jobs you're already doing.
How homeowners actually choose a trade
Here's how it usually goes in the real world:
Step 1 - Ask around: "Do you know a good [trade]?" Neighbours, family, WhatsApp groups, school-gate chats.
Step 2 - Check online: They Google your name, or look you up on Checkatrade / FMB / TrustMark to see photos and reviews.
Step 3 - Shortlist and gut feel: They'll get a couple of quotes, but trust and reputation weigh heavier than a small price difference.
So modern word of mouth is usually:
"My mate said you're good - and your reviews look like you actually are."
Your job is to feed that loop.
When to ask for a referral
Timing is everything. Ask when the job looks spot on and the customer's happy.
Good moments to ask:
- Final walk-through: They're seeing the finished work for the first time and you've just fixed any snags.
- A few days after: They've used the new boiler, bathroom, kitchen, etc. and are still pleased.
- After you've sorted a problem quickly: People trust trades who fix things without a song and dance.
Simple lines you can use:
On the day:
"If any of your friends or neighbours ever need a decent [trade], feel free to pass my number on. I'll text you my details so it's easy to share."
A week later by text/WhatsApp:
"Hi [name], hope you're still happy with the [job]. If anyone you know needs a reliable [trade], feel free to forward this message on with my details."
Short, normal, no begging. You just get into the habit of saying it.
Making it easy to refer you
People are busy. If referring you feels like work, they won't do it. Remove the friction.
Have these pieces in place:
A "forward-me" text
Write one message that makes you sound good and is easy to forward. Send it to your customer and say: "If anyone asks who did it, that's an easy message to forward."
Example:
"We used [Your Name], a local [trade] - turned up when he said, tidy, and did a cracking job. His number is [number] and photos are here: [link]."
Direct Google review link
Don't just say "leave me a review" and hope. Get your direct link:
- Search your business name on Google.
- Click your Google Business Profile.
- Click "Ask for reviews."
- Copy the link it gives you.
- Save it in your notes so you can paste it in two seconds.
Send that link to every happy customer. Two taps and they're writing the review. If you make them go hunting for it, they won't bother.
Something physical in the house
Fridge magnet, small card or postcard-size flyer with your name, trade, phone and web/profile link. It sits there until someone says "Who did your [job]?" - and they don't have to dig through old texts.
Online profile that matches the hype
If they Google you or click your link, they should see decent photos, a run of recent reviews, and a clear description of what you actually do. If they find a blank profile with one review from 2023, the recommendation dies there.
Make it easy and people will do it. Make it hard and they'll mean well but never get around to it.
End-of-job routine: your referral system
Here's a simple "always the same" routine you can run as a one-person outfit.
1. Final walk-through on site
At the end of the job:
- Do a slow walk-round with the customer.
- Fix any tiny snags there and then.
- Say: "If anything crops up in the next few weeks, just give me a shout - I'd rather know and sort it."
Then:
- Ask for a review: "If you're happy, reviews really help me - I'll text you a link so you can leave one when you've got a minute."
- Ask for a photo: "Mind if I grab a quick photo of the finished job for my profile? No names or addresses, just the work." Take a wide shot and a detail shot.
- Hand over two cards or a small flyer: "Here's a couple of cards in case anyone asks who did the work."
2. Same-day or next-day message
Send a quick, low-pressure message:
"Hi [name], thanks again for having us. Hope you're happy with the [job]. If you've got two minutes, a quick Google review here really helps me: [review link]. If anyone ever needs a good [trade], you can pass my details on from this message."
You've now checked in, prompted a review, and given them a forwardable referral message. Three things in one text.
3. One-month check-in (for bigger jobs)
For bigger jobs - bathrooms, kitchens, roofs, extensions:
"Hi [name], just checking everything's still working well with the [job]. If you ever need anything else - or if friends or neighbours are thinking of similar work - feel free to give them my number."
No push. Just reminding them you exist and that you welcome referrals.
Do this on every job. That's your active system.
Trade-to-trade referrals: your repeat engine
Customer referrals are good. Referrals from other trades can quietly feed you for years.
On most decent jobs, there's a small network of trades on site: builder, plumber, electrician, plasterer, roofer, tiler, decorator. If a builder finds a plumber and spark they trust, they'll drag them from job to job. Same with a bathroom fitter and their tiler, or a landscaper and their brickie.
Your aim is to be one of those names.
How to build that network:
When you're on a job with other trades:
- Turn up when you say.
- Keep your bit tidy.
- Don't make their life harder by van-blocking, nicking all the sockets, or leaving them with your mess.
At some point, say:
"Good working with you on this one - if you ever need a [trade] you can rely on, here's my card. I look after people who look after me."
After the job, send a quick text if you've got their number:
"Nice working with you at [street]. If you ever need a [trade] on your jobs, give me a shout."
Build your own trusted list too. Have a go-to spark, plumber, plasterer, roofer, decorator - whatever complements your trade. When customers ask "Do you know anyone who can do X?", you recommend your people.
That does three things:
- Makes you look helpful and organised.
- Generates work for your mates.
- Encourages them to return the favour and bring you onto their jobs.
Trade-to-trade referrals are less flashy than homeowner leads, but they're often better quality and repeat.
The neighbour effect
If you're doing visible external work - scaffolding, roofs, driveways, rendering, extensions, landscaping - the street is watching you whether you like it or not.
Use it.
Site boards
With the customer's permission, put up a clean, solid site board: business name, trade, phone number, website/profile. Keep it tidy - no saggy banner flapping in the wind. Take it down when the job's finished and the site is clean.
People will clock that board every day while the job's running. It's a low-effort advert that reaches exactly the right people - homeowners on the same street thinking about similar work.
Neighbour drops
Once you're part-way through and it's clear the job's going well, drop a simple note through the nearest 10-20 doors:
"Hi, I'm [Your Name], a local [trade]. We're currently working at number [X]. If you're thinking about similar work, I'm happy to pop round for a look while I'm on the street. Mobile: [number], photos and reviews: [link]."
Keep it local (same street/estate), relevant (same type of work), and non-pushy ("happy to quote" rather than "limited offer!").
The conversion is high because:
- They've already seen your van and scaffold.
- They can see you turning up and cracking on.
- They know their neighbour trusted you enough to give you the job.
One good street can turn into a run of jobs if you handle this well.
Incentives: do you pay for referrals?
Handled badly, cash-for-referrals feels a bit grubby. Handled well, it's just a thank-you.
Most people recommend you to help a friend, not for a tenner. The trust is worth more than the money. If your work and service are good, a simple "thanks" is usually enough.
Options that don't cheapen it:
"I'll look after you next time"
"If you send someone my way, I'll make sure you're looked after on your next job."
A quiet discount or a little extra thrown in. No big song and dance.
Small thank-you gift For a chunky referral (full bathroom, extension, big roof): bottle of wine, box of chocolates, or a £20-£50 voucher for a local place.
"Thanks for putting my name forward - I really appreciate it."
Simple formal scheme (optional)
"Recommend a friend, get £50 off your next job over £500."
Only worth it if your average job value is high enough and you can track it.
You never want it to feel like you're buying their praise. The quality of your work is the main thing; the incentive is just a nod.
Quick rule of thumb
Do good work. Ask for the review. Send the text. Hand over the cards. Check in after a month. Swap numbers with other trades on site. Drop a note through the neighbours' doors on visible jobs. Repeat on every single job.
That's not marketing. That's just being professional - with a system.
What to do next
- Set up your Google Business Profile if you haven't already - see 13.4
- Get your direct Google review link saved in your phone - takes 30 seconds
- Write your "forward-me" text and save it in your notes
- Order some cards or fridge magnets
- Read 13.2 for using social media to back up your word of mouth
- Read 13.3 for dealing with bad reviews that could undo all this good work
Sources
- FMB, How homeowners choose a builder, 2024
- TrustMark, Consumer advice on finding a tradesperson, 2025
- Checkatrade, Homeowner decision-making survey, 2024
- Consumer Rights Act 2015 (service quality expectations)
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This topic is sponsored by TrustKiln.
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