Quick answer
How do tradies get more referrals?
Tradies get more referrals by asking at the right moment, making their details easy to pass on, thanking referrers with a disclosed gift and partnering with other trades. Nielsen's 2021 global survey found 88% of people trust recommendations from people they know more than any other channel, yet referred customers still check Google reviews and websites before calling, so those need to be in order too.
Key takeaways
- Digital 2026 Australia found search engines (37.7%) and word of mouth (36.7%) are almost level as ways Australians discover new brands.
- A referral thank you gift works when it is disclosed, but Google bans any incentive for a review.
- Queensland bans paying for personal injury claim referrals, so law firms and anyone near that work need extra care.
- Asking for referrals by SMS or email follows Spam Act rules on consent, sender identification and unsubscribe.
Does word of mouth still bring in the most work?
Word of mouth is still one of the biggest sources of work for Australian trades, and the research backs it up. Nielsen's 2021 Trust in Advertising survey of more than 40,000 people worldwide put recommendations from people we know at the top of the trust list. In Australia, Digital 2026 from We Are Social and Meltwater puts word of mouth at 36.7% as a way to discover new brands, just behind search engines at 37.7%.
Tradies already know this. In a 2025 survey of 1,025 Australian tradies and executives, run by Thrive Analytics for software vendor ServiceTitan, 70% said they market through word of mouth and 76% through their website, while only 17% used SEO.
Why do referred customers still look you up online?
Referred customers still look you up online because a recommendation gets you on the list, but your reviews and website decide whether they ring. Picture it: a neighbour recommends you for a bathroom reno. The homeowner types your business name into Google, checks your star rating, scrolls your photos and opens your website. If the profile is thin or the site looks abandoned, the referral can stall right there.
A YouGov survey for website builder Squarespace found back in 2021 that 82% of Australians look up a business website before engaging with it. In BrightLocal's 2026 survey of US consumers, published by the local SEO software company, 49% trusted online reviews from strangers as much as personal recommendations. Make sure your Google Business Profile and website back up what customers say about you.
How do you set up a simple referral program?
A simple referral program is a clear, disclosed thank you for anyone who sends you a paying job, delivered quickly.
- 1Pick a thank you, such as a restaurant voucher, a free service visit or a donation to their footy club.
- 2Mention it openly at handover and on your invoice, so nothing is hidden.
- 3Make passing you on easy with two business cards or a short text they can forward.
- 4Ask every new customer how they heard about you, and write it down.
- 5Send the thank you soon after the referred job is paid, with a handwritten note.
Which trade partners can send you steady referrals?
The best referral partners reach your customers just before or just after you do, and would rather swap work than compete for it.
- Builders pass work down the line, from the frame to the plasterer, the tiler and the painter.
- Property managers need plumbers, electricians, cleaners and gardeners every week, and value fast reports with photos.
- Real estate agents call end of lease cleaners and painters before a property goes to market.
- Accountants and bookkeepers refer clients to each other.
- Counter staff at your trade supplier get asked for a name, so be known there.
Is it legal to pay for referrals in Australia?
Many businesses thank referrers with a gift, but some industries and states restrict paying for referrals, and reviews have stricter rules again, so check the rules for your field before you start.
- Queensland's Personal Injuries Proceedings Act 2002 bans claim farming, including paying for personal injury claim referrals, with penalties up to 300 penalty units. Law firms should read the Legal Services Commission's guidance.
- Google bans reviews paid for directly or in kind, and bans asking only happy customers for reviews.
- The ACCC says any review incentive must apply whether the review is positive or negative, and be clearly disclosed.
- Health practitioners should check Ahpra's advertising guidelines, which ban testimonials.
- Referral requests by SMS or email are likely to be commercial messages, needing consent, sender details and an unsubscribe under the Spam Act 2003.
When and how should you ask for a referral?
Ask for a referral when the customer is happiest, usually right after they see the finished job, and make the ask specific.
| Referral source | When to ask | How to ask | What to give |
|---|---|---|---|
| Happy homeowner | At handover, when they say thanks | "If you know anyone who needs this done, I'd love the call" | Two cards and a disclosed thank you |
| Repeat customer | At their annual service | A consented SMS with your name and an unsubscribe | Priority booking |
| Trade partner | After a smooth job together | Over a coffee, with a clear offer to swap work | Referrals back and reliable start dates |
| Property or strata manager | After the first job and report | A short email listing services, areas and response times | Fast reports with photos |
| Neighbours near a job | While the job is underway | A friendly hello and a card if they ask | A tidy site and good manners |
Your referral routine for this week
This week, set up the habits that turn good work into referrals without you having to think about it.
- 1Add "How did you hear about us?" to every enquiry and booking form.
- 2Choose your thank you gift and add one line about it to your invoice.
- 3Order cards and write a short text customers can forward to a friend.
- 4List three trades or managers who see your customers before or after you, and call one.
- 5Ask your last five happy customers for a Google review using this guide to getting more reviews.
Frequently asked questions
What is a good referral reward for tradies?
Something personal and modest usually lands best, like a restaurant voucher, a free service visit or a donation to a local club. Tell customers about it openly, reward the referral only, and never link the gift to a review on Google or anywhere else.
How do I ask for referrals without sounding pushy?
Make it part of handover rather than a sales pitch. Once the customer has said they are happy, hand over two cards and say you would appreciate them passing one on. People who feel looked after are usually glad to help a tradie they trust.
Can I give customers a discount for leaving a Google review?
No. Google's policy bans offering payment, discounts or free goods or services for reviews, and Google can block new reviews or unpublish existing ones when it finds fake engagement. Ask for honest reviews with a link or QR code and offer nothing in return.
Do referral programs work for dentists and lawyers?
They can, with care. Ahpra's rules ban testimonials in health advertising, so dental practices should keep any referral offer free of patient stories about treatment. Queensland law firms cannot pay for personal injury referrals at all. Check with your regulator before launching anything.
Should I track where my referrals come from?
Yes. Asking every new customer how they found you shows which customers, partners and suburbs send the most work. That tells you who to thank, which partnerships to grow, and whether your Google profile is converting the people who were told about you.
Read next
Lead guides by trade
More lead guides
Start from the overview: marketing for tradies and service businesses.
Sources
- Nielsen, Beyond martech: building trust with consumers and engaging where sentiment is high (2021)
- Meltwater, Social media statistics for Australia, Digital 2026 Australia summary (2026)
- ServiceTitan, Australian Tradies Market Report (2025)
- The Drum, Majority of Australians will check out a business online before engaging with them (2021)
- BrightLocal, Local Consumer Review Survey 2026 (2026)
- Google, Maps User Generated Content Policy: prohibited and restricted content (accessed 2026)
- Google Business Profile Help, Business Profile restrictions for policy violations (accessed 2026)
- ACCC, Online reviews (2026)
- Legal Services Commission Queensland, Personal Injuries Proceedings Act 2002 (accessed 2026)
- Ahpra, Guidelines for advertising a regulated health service (2020)
- ACMA, Avoid sending spam (accessed 2026)
Sources checked on 6 October 2026. Rules and figures change, so confirm anything legal with the regulator in your state.