For your business4 min read

How to get more customers as a painter and decorator

Painting and decorating work is almost entirely driven by trust and recommendations. Here's how to build both efficiently.

Step-by-step

Most painting work comes from word of mouth — make it easy for clients to refer you

A satisfied customer who tells two neighbours is worth more than any paid advertising for a decorator. But referrals happen more reliably when you prompt them. At the end of every job: 'If you're happy with the work and know anyone looking for a decorator, I'd really appreciate a recommendation — here's a couple of my cards.' Leave a small stack of business cards with the client. Leave one with a neighbour who commented on the work in progress. Referrals are free leads from pre-sold prospects.

Before-and-after photos are the most convincing proof of quality

Anyone can claim they do quality work. Before-and-after photos show it. Photograph every room before you start and at completion. Make sure the lighting is good and the final photo is taken after everything is tidy and staging is back in place. Post these on Instagram, Facebook, your Google Business Profile, and your website. Before-and-afters consistently generate more engagement and enquiries than any other content type for decorators.

Google Business Profile gets you in front of people actively searching

A homeowner planning a bedroom redecoration or selling their house and needing a touch-up will Google 'painter decorator near me' or 'decorating [your town]'. If you don't appear, you're invisible to that search. Set up your GBP with your service area, the types of work you do (interior, exterior, wallpapering, commercial), and photos of finished work. Collect reviews from every client — a painter with 30 reviews and a 4.9 rating gets enquiries that competitors with nothing don't.

List on trade directories for leads from homeowners who don't know you

Trade directories — Checkatrade, MyBuilder, Rated People, Bark.com — exist specifically for homeowners searching for vetted tradespeople. Some charge per lead, others a monthly subscription. A complete, reviewed profile generates consistent enquiries, especially for larger jobs like full house decoration and exterior painting. Track which platforms generate the best return and invest in those.

Build relationships with estate agents, property developers, and letting agents

Estate agents need properties looking their best before sale. Property developers need finishing work done quickly and reliably. Letting agents need quick turnarounds between tenancies. These clients give you larger, consistent jobs rather than one-off domestic work. Call or email local agents directly, drop in brochures, and ask if they have a recommended trades list. One relationship with an active agent can keep a decorator busy for months.

Tips & best practices

▸A lawn sign or board outside a job in progress is free, local advertising that reaches neighbours who are watching and might be planning decorating work themselves. Ask homeowners for permission to put one up.
▸Quoting quickly builds trust. Many decorators lose work by taking a week to follow up. Responding to an enquiry within 24 hours and sending a quote within 48 hours consistently converts better than competitors who take longer.
▸Seasonal pattern: decorating enquiries spike in spring (before summer, people want rooms done) and September–October (before Christmas). Plan your marketing and availability around these peaks.

Common questions

Should I specialise in interior or exterior work?

Both have different demand patterns. Interior work is year-round; exterior is heavily seasonal. Many decorators do both, but if you're choosing a focus, interior gives more consistent year-round income. Specialising in one finish type (e.g. specialist paint effects, heritage properties, commercial interiors) commands premium rates.

Do I need to be insured to get customers?

Legally, public liability insurance isn't mandatory for sole-trader decorators in the UK — but practically, many homeowners and all commercial clients will ask for it. It's inexpensive (£100–£200/year) and gives customers confidence. Include it in your website and quoting documents.

How do I compete with larger painting companies on price?

Don't compete on price — compete on communication, reliability, and quality. Most homeowners have had a poor experience with a cheap decorator. They're often willing to pay more for someone who shows up, communicates clearly, and leaves a perfect finish. Your Google reviews and before-and-afters communicate this better than any price matching.