Community Marketing for NZ Tradies: Get Known Locally & Win More Jobs
The opportunity: Become the local tradie everyone knows and trusts.
The strategy: Get involved in your community → Build recognition → Get referrals → Win more jobs.
The cost: Time (not money)
In this guide, we'll show you how to use community marketing to become the go-to tradie in your area - without spending a fortune on ads.
Why Community Marketing Works
The Power of Local Recognition:
Scenario 1: Unknown Tradie
Sarah's hot water cylinder bursts:
- Googles "plumber Wellington"
- Sees 20 options
- Spends 30 mins researching
- Calls 3 for quotes
- Goes with cheapest
Sarah's hot water cylinder bursts:
- Thinks: "Oh, Mike the plumber! His van is always around Karori"
- Calls you directly
- Books immediately
- Doesn't ask for other quotes
The Numbers:
Tradies doing community marketing:
- 60-80% of work from referrals
- Less price resistance (trust > price)
- Higher customer lifetime value
- Competing on price constantly
- One-off customers
- Hard to differentiate
Strategy 1: Sponsor Local Sports Teams
What It Is:
Pay $500-1,500 to sponsor a local kids' sports team (rugby, soccer, netball, etc.)
What You Get:
✅ Logo on team jerseys (worn by 15-20 kids) ✅ Mention in team newsletter (sent to 100+ parents) ✅ Signage at games (200-300 people see it every weekend) ✅ Recognition at end-of-season events
Why It Works:
Parents = Homeowners = Your target customers
Example:
- 15 kids on team
- Each kid has 2 parents
- 30 parents see your logo every weekend
- Parents talk: "Who's Thompson Plumbing? Oh, they sponsor the rugby team - must be legit"
- When they need a plumber, you're top of mind
How to Do It:
Step 1: Find local teams
- Ask friends with kids
- Check local sports clubs (rugby, soccer, netball)
- Visit local parks on Saturday mornings (teams playing everywhere)
"Hi! I'm Mike, I run Thompson Plumbing in Wellington. I'd love to sponsor [Team Name] this season. Happy to contribute $800 toward uniforms/equipment. Would that be helpful?"
Step 3: Get your logo added
- Provide high-res logo
- Logo goes on back of jersey (usually)
- Also ask for banner at games (if possible)
Real Example:
Dave - Electrician, Christchurch
- Sponsored local under-12 rugby team ($1,000)
- 18 kids, 36 parents
- Got 8 jobs from team parents in first season
- Total value: $12,000
Dave says: "Best grand I ever spent. Parents see my logo every weekend, and when they need an electrician, I'm the first person they call."
Strategy 2: Volunteer at Community Events
What It Is:
Donate your time/skills at local community events.
Examples:
1. School gala:
- Offer free "safety checks" (plumbing, electrical)
- Set up booth: "Free home safety tips"
- Parents stop by, you chat, give business cards
- Help clean local park/beach
- Wear branded shirt/hat
- Meet locals, build goodwill
- Donate a service (e.g., "Free hot water cylinder service - valued at $150")
- Winner gets your service
- 200+ people see your business name
- "Free plumbing for elderly/low-income families"
- Get local news coverage: "Local plumber helps struggling families"
Why It Works:
✅ Builds goodwill (people like businesses that give back) ✅ Face-to-face connections (stronger than online ads) ✅ Word-of-mouth: "Thompson Plumbing helped at the school gala - they're great!"
How to Do It:
Find events:
- Check local Facebook groups ("[City] Community Events")
- Ask local schools about upcoming galas
- Contact local charities
"Hi! I'm a local plumber and I'd love to help at your upcoming school gala. I can offer free plumbing safety checks or donate a service for your auction. Happy to support the community!"
Strategy 3: Post Helpful Tips on Local Facebook Groups
What It Is:
Join local Facebook groups and provide free advice (not ads).
Which Groups:
- "[Your City] Locals"
- "[Your Suburb] Community"
- "NZ Homeowners"
- "[City] Buy Sell Swap"
What to Post:
❌ Don't: Spam your services "Need a plumber? Call me 021 234 5678!"
✅ Do: Provide helpful tips
"Winter tip for Wellington locals: Check your hot water cylinder for rust spots on the bottom. If you see any, it's about to fail. Replacing it now (before it bursts) saves you from water damage and emergency call-out fees.If you need help inspecting, I'm a local plumber - happy to take a quick look for free. - Mike"
Why this works:
- Helpful first (builds trust)
- Positions you as expert
- Natural call-to-action
How Often:
2-3 posts per week:
- Monday: Seasonal tip
- Wednesday: Answer someone's question
- Friday: Before/after photo of recent job
Real Example:
Sarah - Painter, Auckland
- Joined 8 local Facebook groups
- Posted 3x per week (tips, advice, photos)
- Never hard-sold
- Got 15 jobs in 3 months from group members
Strategy 4: Partner with Local Businesses
What It Is:
Team up with local businesses to cross-promote.
Examples:
1. Real estate agents (they recommend you to buyers/sellers) 2. Hardware stores (Mitre 10, Bunnings) - leave business cards at counter 3. Cafes - put business cards on noticeboard 4. Gym - sponsor event, get mentioned in newsletter 5. Local newsletter - buy small ad ($50-100/month)
How to Set It Up:
Partner with cafe:
"Hi! I'm a local plumber and I notice you have a community noticeboard. Mind if I leave some business cards here? Happy to grab a coffee too - I'm in the area a lot for jobs."
Partner with hardware store:
"Hi! I'm Mike from Thompson Plumbing. I send a lot of my customers here for supplies. Would you be open to having some of my business cards at the counter? Happy to refer customers your way too."
Why It Works:
✅ Expands your reach (their customers become your customers) ✅ Trusted referrals ("The hardware store recommended this plumber") ✅ Minimal cost (usually free or cheap)
Strategy 5: Host Free Workshops
What It Is:
Run free workshops teaching locals basic DIY skills.
Example Topics:
For plumbers: "Home Plumbing 101: Fix Common Issues Yourself"
- How to fix a leaky tap
- How to unblock a drain
- When to call a professional
- How to reset your fuse box
- When to replace old wiring
- DIY vs professional (what you should never touch)
- Permits and regulations
- Budget planning
- Choosing the right builder
Where to Host:
1. Local library (free room hire) 2. Community center (small fee) 3. Bunnings/Mitre 10 (they have workshop spaces) 4. Your local park (outdoor workshop, weather permitting)
How to Promote:
1. Facebook event (invite local groups) 2. Flyers at local cafes/library 3. Post in community Facebook groups 4. Local newspaper (free community event listings)
Example post:
🔧 Free Home Plumbing Workshop! 🔧Learn how to fix common plumbing issues and save $$$.
When: Saturday 10am-11:30am
Where: Karori Library
Cost: FREE
I'll cover:
✓ Fixing leaky taps
✓ Unblocking drains
✓ Preventing burst pipes
Bring your questions! Limited to 20 people - RSVP here: [link]
- Mike Thompson, Thompson Plumbing
Why It Works:
✅ Positions you as the expert ✅ Face-to-face time with 20+ potential customers ✅ Builds trust (you're giving value for free) ✅ Attendees become customers ("I learned from Mike, now I'll hire him for the big stuff")
Strategy 6: Use Your Van as a Billboard
What It Is:
Branded van/ute = mobile advertising.
What to Add:
✅ Business name (large, easy to read) ✅ Phone number (massive - readable from 20 meters away) ✅ Website (if you have one) ✅ Services ("Plumbing • Hot Water • Leaks • 24/7") ✅ Location ("Serving Wellington & Hutt Valley")
Optional: ✅ Photo/logo ✅ Customer reviews ("5-star rated on Google!") ✅ QR code ("Scan for free quote")
Why It Works:
Your van is seen by hundreds of people every day:
- Parked at job sites (neighbors see it)
- Driving around (passing cars see it)
- Parked at home (neighbors see it)
- Park van on busy street while working → 500+ people walk past → 10 remember your name → 2 call you next month
Cost:
Basic signwriting: $500-1,500 (one-time) Vinyl decals: $200-800 (DIY option)
ROI: One job pays for it.
Strategy 7: Offer "Neighbors Discount"
What It Is:
Give a small discount to people in your local area.
Example:
"Local to Karori? Get 10% off as a neighbor discount!"
Why It Works:
✅ Builds local loyalty ✅ Word-of-mouth: "Thompson Plumbing gives locals a discount - support them!" ✅ You save time/fuel (jobs in your neighborhood = less drive time)
How to Promote:
✅ On your van: "Neighbors discount - 10% off in Karori" ✅ Facebook groups: "Local to Karori? I'm your neighbor - 10% off for locals" ✅ Business cards: "10% off for Karori residents"
Strategy 8: Get Featured in Local News/Blogs
What It Is:
Get free publicity by being featured in local news or blogs.
How to Get Featured:
1. Do something newsworthy:
- "Local plumber fixes elderly woman's plumbing for free"
- "Wellington tradie sponsors 5 sports teams this year"
- "Free workshops teach locals DIY skills"
Subject: Local Plumber Offers Free Workshops for HomeownersWellington plumber Mike Thompson is hosting free plumbing workshops at Karori Library to help locals save money on DIY fixes.
"I see homeowners making the same mistakes," says Thompson. "A $5 washer can fix a leaky tap, but people don't know how. I want to help."
The workshops run monthly and are free to attend.
Contact: Mike Thompson, 021 234 5678
Send to:
- Local newspapers (Dominion Post, local editions)
- Community newsletters
- Local blogs/websites
Why It Works:
✅ Free advertising (news coverage costs $0) ✅ Credibility (being in the news = legitimacy) ✅ Reach (hundreds/thousands see the article)
Real Example: How John Became "The Karori Plumber"
John - Plumber, Wellington
Starting point:
- New to area
- Zero local recognition
- Competing on price
Month 1:
- Sponsored local rugby team ($800)
- Joined 5 Karori Facebook groups
- Posted helpful tips 2x per week
- Volunteered at Karori school gala
- Offered free plumbing safety checks (30 people took him up)
- Left business cards at local cafes
- Hosted free "Home Plumbing 101" workshop (18 attendees)
- Got featured in local newsletter
- Van signwriting: "Your local Karori plumber"
- Offered "Karori neighbors discount" (10% off)
- 80% of work from Karori locals
- Known as "The Karori Plumber"
- 90% of work from Karori (5km radius)
- Rarely needs to advertise (referrals only)
- Can charge 10-15% more (local trust)
- Recognized everywhere ("Hey, you're the plumber!")
Your Community Marketing Checklist
This month:
- ✅ Join 3-5 local Facebook groups
- ✅ Post helpful tips 2x per week
- ✅ Get van signwriting (if not done)
- ✅ Leave business cards at 3 local businesses
- ✅ Sponsor a local sports team (find team, make contact)
- ✅ Volunteer at 1 community event
- ✅ Offer "neighbors discount"
- ✅ Host a free workshop
- ✅ Partner with 2 local businesses (real estate agent, cafe)
- ✅ Send press release to local news
- ✅ Post in Facebook groups 2-3x per week
- ✅ Attend community events quarterly
- ✅ Thank sponsors/partners monthly
Next Steps
This week:
- Join 3 local Facebook groups
- Post 1 helpful tip
- Get van signwriting quote
- Find local sports team to sponsor
- Known in your local area
- 30-50% of work from local referrals
- THE local tradie in your area
- 70-90% of work from referrals
- Higher rates (trust beats price)
Related Articles: