Repeat Clients and referrals are important in running a pet grooming business and takes more than sharp scissors and a good shampoo. Success comes from building lasting relationships with pet owners and turning happy customers into loyal, repeat clients. Even better, those satisfied pet parents can become your best marketing tool when they spread the word to friends and family.
In this article, we’ll explore proven strategies for gaining and retaining clients while encouraging referrals that help your grooming business grow. You might also want to check out Hubspot for more marketing ideas.
Why Repeat Clients and Referrals Matter
The Lifetime Value of Loyal Customers
When a dog or cat owner finds a professional pet groomer they trust, they tend to stick around. One repeat client may book multiple grooming services every year—whether it’s full haircuts, baths, de-shedding treatments, or nail trims. Over time, the lifetime value of a loyal client is worth far more than chasing constant one-time customers.
How Referrals Lower Your Marketing Costs
Referrals are the lifeblood of service businesses like pet grooming. When a happy client recommends your services, their friends are more likely to book right away. Unlike online ads or coupons, referrals cost you nothing, and they come with built-in trust. Many grooming businesses thrive on referrals alone—sometimes making up 80% or more of their bookings.
Building Strong Client Relationships
Deliver Consistently Great Service
Every groom should be as good as the last—or better. Whether it’s a breed-specific haircut, a cat grooming session, or a quick nail trim, consistency keeps clients confident in your skills. Aim to not just meet expectations but exceed them by ensuring every pet looks and feels their best.
Communicate Clearly and Professionally
Pet parents value clear communication. Confirm appointments, send friendly reminders, and explain your grooming process. If you’re onboarding a new client, allow a little extra time in your schedule so you can ask questions about their pet’s health, temperament, and preferences. This genuine interest shows you care about both the animal and the owner.
Go the Extra Mile to Add Value
Small details make a big difference. Sending a dog home with a bow or bandana, snapping a cute “after” photo, or offering seasonal backgrounds for pet pictures can make your services memorable. You might also consider loyalty punch cards (like a free nail trim after five visits) or small discounts for returning clients. These touches build stronger connections and encourage repeat bookings.
Creating a Memorable Client Experience
Personalize Your Services
Pets aren’t one-size-fits-all. Remember their names, grooming preferences, and any special needs. A senior dog might need extra care, while a nervous cat may require a calm, quiet space. Personalization makes your service feel boutique and client-focused.
Show Appreciation with Small Gestures
Gratitude goes a long way. A simple thank-you after a referral—even if it doesn’t result in business—shows clients you value their effort. Others may appreciate updates about the referral they sent your way, such as letting them know the new client booked or reached certain milestones. These small, thoughtful follow-ups help strengthen long-term trust.
Encouraging Referrals the Right Way
Ask at the Right Time
The easiest way to get referrals is to ask when a client is thrilled with your work. If they gush about how cute their dog looks, that’s your opening to say, “I’d love to help any of your friends who need grooming.”
Offer Incentives or Rewards to Enhance Repeat Clients and Referrals
Incentives can be powerful. Many groomers find success with referral bonuses, such as discounts on future services, free add-ons, or credits for each new client who completes an appointment. Just be mindful of volume—you may be surprised at how quickly a strong referral system fills your schedule.
Make Referring Easy for Clients
Provide business cards, referral codes, or shareable social media posts so clients can easily spread the word. Consider leaving branded frisbees or toys at local dog parks—pet parents take them home, and suddenly your business name is sitting in their yard. Creativity makes your marketing more memorable.
Turning Feedback into Growth
Collect and Act on Client Feedback
Ask clients about their experience and listen closely to what they say. Was the haircut what they expected? Did the appointment run smoothly? Acting on feedback not only improves your service but also shows you’re committed to customer satisfaction. Additional resources can be found here.
Use Testimonials and Reviews as Social Proof
Online reviews on Google Business Profile, Yelp, and Facebook are essential. A polished profile with current photos, updated information, and plenty of positive reviews gives potential clients confidence. Even a small advertising budget directed to your Google listing or social media can provide a steady flow of new inquiries.
Marketing Beyond the Grooming Table
Be Visible in Your Community
Don’t limit your marketing to online platforms. Leave leaflets in local vets, pet shops, kennels, daycare centers, or even coffee shops near dog walking trails. Show up at local festivals, pet expos, or adoption events. Offering free nail trims at a booth or supporting rescue groups with free services for foster pets is an excellent way to build goodwill and meet new clients face-to-face.
Use Social Media Strategically
Short video clips on Instagram and Facebook showcasing grooms, quick pet care tips, or happy before-and-after transformations can dramatically boost visibility. These reels often get shared, helping your business reach people who may not have discovered you otherwise.
Build a Web Presence
Even if clients don’t book immediately, they often research before deciding. A simple website, Facebook page, or Instagram profile gives people confidence you’re a real professional. Include clear service lists, contact information, and customer reviews to make booking easier.
Long-Term Growth Through Repeat Clients and Referrals
Systematize Your Retention and Referral Process
Put processes in place for appointment reminders, follow-ups, and referral tracking. Consider rotating promotions, like “breed discount weeks” or “shelter donation weeks,” where a percentage of sales supports a local cause. Structured systems keep clients engaged and create reasons to keep coming back.
Expand Your Reach
If you live in a small town, don’t limit yourself to a narrow market. Reach out to surrounding areas within reasonable travel distance, introduce yourself at local events, and build relationships in nearby communities. Widening your service area can help balance slow periods with fresh clients.
Conclusion
Growing your pet grooming business isn’t just about finding new clients—it’s about keeping the ones you already have and turning them into enthusiastic advocates. By focusing on consistent service, personalized care, and community involvement, you’ll create a loyal base of repeat clients and referrals that comes back again and again.
When you combine these efforts with a smart referral system, social media visibility, and a polished online presence, your grooming business will not only attract more clients but also retain them for the long haul. Repeat business and referrals are the keys to stability, growth, and long-term success.
Author: Steve at Mobile Paw Pros Team
Steve is an experienced pet owner and web designer who specializes in national and local directories. Passionate about providing readers with the best answers and advice, he shares practical tips for pet care with a friendly, approachable voice. At home, he believes every pet should have a “job”—like his dogs, who patiently sit and stay until released at mealtime, even if it takes a little extra patience from the humans!