Recommendations are more than just nice-to-have for pet businesses — they’re essential.
43% of pet parents said they find pet care through word of mouth.
That’s 13% higher than the average in most industries. Why? Because fur babies up the stakes. Pet Care Insurance’s survey of 500 pet parents found that 73% listed finding someone they can trust as their biggest challenge in looking for pet care.
64% of pet parents who use pet care said they want a discount program (like a referral program). Only 30% of pet businesses have one.
Pet businesses often worry that a pet care referral program will be too hard, too expensive, or too time-consuming without realizing just how effective they can be.
83% of customers are generally willing to refer services, but only 29% will recommend you without being prompted.
Regular, planned invitations and incentives remind pet parents why they love you (and to tell someone else about it).
Referred customers have a 60% higher return on investment than non-referred ones.
A referral program is the gift that keeps on giving. Referred clients are 18% more loyal, plus they’re four times more likely to refer someone else.
Pet care referral programs are much easier to start and maintain than you think. Are you ready to launch a stellar referral program? Then check out these proactive (and easy) ways to drive your recommendations through the roof!
How a Pet Care Referral Program Works
A pet care referral program (aka word of mouth marketing) is a type of pet care advertising that grows your business by rewarding current clients for recommending you to a new client.
Pet pros tend to view word of mouth as something that just happens, which leaves you powerless to predict or direct your growth. A referral program doesn’t have to be complicated — it just has to be consistent! Building a pet care referral strategy is as simple as this:
- Choose your incentives
- Launch your program
- Track your results
- Adjust based on what works
Creating a Pet Care Referral Program in 4 Steps
Pet care runs on treats in more ways than one. Follow these steps to reward your most loyal customers and partners while using their networks to grow your client base.
1. Choose Your Incentives
You’ll likely earn more referrals by combining your ask with a reward, whether that’s a little treat like a discount or just feeling valued. Here are a few low-cost examples of referral program incentives.
Donations
Donate $10 to a local animal shelter (in the client’s name) for every referral. You’ll get to network with the shelter and possibly get their referral business, too. Send a thank-you email to referring clients with the amount and destination of the donation. (Include a photo of an animal in the shelter right now for bonus awwws and feel-good points.)
Gift Cards
Offer a gift card to existing clients whose friends or family book a walk. Some pet pros offer a free or discounted service in exchange for a referral, while others prefer a gift card, either for their own products or to a store like Amazon or Chewy. It can be cheaper in the long run, easier to track, and provide more immediate gratification.
Branded Swag
If you’re a fun and dedicated pet pro, your clients are probably happy to recommend you — they just don’t remember to do it. How about letting their hat or water bottle do it for them?
Branded merch from companies like Swag or Printful can pull double duty as a thank-you gift that rewards client loyalty and (if it’s cute, funny, or valuable enough) something they’ll keep around for others to comment on. Invest the money once and keep seeing returns.
Branded Merch Ideas for Pet Businesses
Pet bag dispensers Drawstring backpacks Stickers
Tote bags Pet wipe dispensers Treat jars
Flying discs Chew toys Mugs
Branded Merch Ideas for Pet Businesses
Flying discs
Stickers
Pet wipe dispensers
Tote bags
Treat jars
Chew toys
Mugs
Drawstring backpacks
Pet bag dispensers
Who Does It Well: The ASPCA
As a nonprofit, the ASPCA is all over branded merch and is a prime example of thoughtful swag. Notice how a t-shirt design like “Speaking up for those who can’t” is designed to start conversations, while “Animals are my kind of people” is fun enough you’ll want to keep wearing it (and displaying the ASPCA logo).
Who Does It Well: WeRateDogs
A gift retailer for dog lovers, WeRateDogs is another pet merch expert to emulate. “Tell your dog I said hi” totes and beanies that proudly proclaim “this hat saves dogs” are sure to prompt “where did you get that?!” conversations. Naturally, WeRateDogs and their rescue advocacy will come up.
Discounts
Discounts are what most people think of when you say “pet care referral program.” Pet parents likely ask you some form of “do you have a discount for [fill in the blank]” all the time. Referral discounts are a smart way to show you offer deals while controlling what you discount.
Many pet businesses understandably don’t want to offer care for less than it’s worth, even if they get a referral. However, discounting can be an effective option for small business owners who don’t have the budget to buy swag or gift cards upfront (but can afford to knock 10% off of a service).
The trick to pet care discounts that help rather than hurt your bottom line is choosing the right deals.
Do’s and Don’t of Pet Care Referral Discounts
| ✅ Do Offer | ❌ Don't Offer |
|---|---|
|
A free or discounted add-on service. New add-on service to promote? Offer a trial with your client’s next service as a reward for referring. Trying out your new add-on might encourage them to book it again. ✅ Refer a friend and get a free teeth cleaning with your next grooming appointment. |
A free session in exchange for a referral. Limit the scope of your discount so that it doesn’t hurt your bottom line. This is especially true for services with tight margins, like pet sitting or dog walking. ❌ Get a free 45-minute walk for every referral. |
|
A small, one-time discount for both parties. If everyone gets a treat, everyone wins. A percentage discount works well for group sessions, like pack walks or group training. Since they’re usually lower priced, it’s easier to manage cost-to-benefit. ✅ Refer a friend, and both of you get 20% off your next group training class. |
A deep discount on the new client’s first session or multiple sessions. A steep discount can hurt your profits and attract price-focused clients who won’t return for your normal rate. Limited, one-time deals are easier to track and budget for. ❌ Refer a friend to get them and you 50% off the next five pet sitting visits. |
|
A referral discount on pet products. If you also sell pet care supplies, a discount can drive extra sales while making pet parents feel like they’re getting a deal. ✅ Refer a friend, and get 10% off any of our pet grooming supplies. |
Unattainable referral targets. If the bar feels too high before a client gets a reward, they probably won’t bother. ❌ Refer 10 friends to get a free poop scooping service. |
| ✅ Do Offer |
|---|
|
A free or discounted add-on service. New add-on service to promote? Offer a trial with your client’s next service as a reward for referring. Trying out your new add-on might encourage them to book it again. ✅ Refer a friend and get a free teeth cleaning with your next grooming appointment. |
|
A small, one-time discount for both parties. If everyone gets a treat, everyone wins. A percentage discount works well for group sessions, like pack walks or group training. Since they’re usually lower priced, it’s easier to manage cost-to-benefit. ✅ Refer a friend, and both of you get 20% off your next group training class. |
|
A referral discount on pet products. If you also sell pet care supplies, a discount can drive extra sales while making pet parents feel like they’re getting a deal. ✅ Refer a friend, and get 10% off any of our pet grooming supplies. |
| ❌ Don't Offer |
|---|
|
A free session in exchange for a referral. Limit the scope of your discount so that it doesn’t hurt your bottom line. This is especially true for services with tight margins, like pet sitting or dog walking. ❌ Get a free 45-minute walk for every referral. |
|
A deep discount on the new client’s first session or multiple sessions. A steep discount can hurt your profits and attract price-focused clients who won’t return for your normal rate. Limited, one-time deals are easier to track and budget for. ❌ Refer a friend to get them and you 50% off the next five pet sitting visits. |
|
Unattainable referral targets. If the bar feels too high before a client gets a reward, they probably won’t bother. ❌ Refer 10 friends to get a free poop scooping service. |
Who Does It Well: Pet Care Referral Programs in the Wild
Check out this referral flyer from WoofPurNay Veterinary Hospital. The discount applies to the referrer and a friend, so both have a reason to engage. Vet prices and retention rates support spending $40 to get a new client, but you can discount to fit your budget. Note how they keep the ask simple, provide a form, and use a QR code for more info.
Here’s a dog groomer referral program from BYOP Grooming promoted on the company’s social media. Your socials are an easy place to get the word out about a new deal. Note that the discount percentages are reasonable and referring is as quick as sharing a link in the company’s bio.
Or, consider a brand ambassador program like this one from Dan’s Pet Care. A tiered referral program invites clients to engage at different levels of effort. The more valuable the review, the bigger the treat. Wait for a program like this until you know the return on investment for each referral type, so you can set rewards that don’t hurt your profits.
Reciprocal Referrals
Don’t forget about referral potential from other pet businesses! These partnerships are more complex to build, but they can lead to a regular flow of referrals. Use these questions to identify possible partners:
Who’s short on time or funds to create resources?
An animal shelter or rescue might happily partner with a pet pro who can refer responsible pet parents. In return, offer them a flyer listing home grooming tips or puppy training advice (and your contact info) for their new pet parent packets. Everybody gets something valuable.
Who does what you do, but for a different customer?
If you’re a dog walker specializing in adventure play, consider partnering with an obedience-focused walker. Refer the business you don’t want so you can each focus on the clients you do want.
What other pet services do your clients use?
When considering who to partner with in those niches, start with providers you use for your own pets. You already know each other and have a good working relationship. Why not add mutual referrals?
Who could benefit from your service as an add-on?
Whether you’re walking out the wiggles for a groomer or enriching a daycare stay, you can do a lot with other pet pros if you team up. They broaden their service menu, and you expand your client base.
Which non-pet businesses have client demographics that overlap?
Solve a problem for them in exchange for introducing you to a new audience. For example, a dog trainer might partner with an apartment complex to put a “Keep Your Pet Deposit” seminar on their activity calendar. You expand your reach, and they limit damage to their units.
2. Launch Your Program
Before you start handing out the perfect referral treats, iron out the logistics: letting clients know about your offer, tracking referrals, and distributing incentives. This step separates the occasional, random discount from an organized pet business referral program.
Plan Your Announcement
Ready to send up a howl and promote your referral program? Email referral campaigns and gathering reviews via social media or review aggregators make asking for recommendations (relatively) painless.
Email Campaigns
Using email marketing to get referrals is much less scary than it sounds. The great thing about email is that you have control over how much time, effort, and money you want to invest.
If you want to go big with email, you can. An automated email service like Hubspot or Mailchimp can group clients by how long they’ve been with you and automatically send them referral incentive emails on specific timelines. This might be the right move for you if you’re a large pet business with too many customers to email manually.
You can also keep referral emails easy and simple. Try adding a little note like this to every client’s appointment reminder this week: “I’ve got a few openings on my calendar this week, so if you know anyone with a pup as sweet as [fill in their dog’s name], send them my way!” Even subtle, natural asks like this with no incentive can lead to referrals.
Pro tip: Make it easy. Now make it even easier. Referring should be as simple as dropping one link into a text or Facebook group. Include a link that takes viewers to a booking page or referral form on your website. No website? Use your professional social media instead.
Check out these pet business referral email templates for inspiration (or just fill in the blanks and use them as your very own! We won’t tell.)
The Discount Referral Email
Subject Line: Get [discount/offer] when you refer a friend!
Hi [Client’s Name] & [Pet’s Name]!
Thank you so much for booking your last [service]. [One-sentence description of something cute their pet did during the service. You can include a photo of their happy pet during or after the service, if you have one, to personalize even further.]
Here’s a little thank you for being a loyal part of the [business name] pack. For each friend, family member, or colleague you refer who books a [service], both of you will receive [specific discount or perk]. Just send them this link [link to referral form or website] to get started!
Feel free to pass this along to anyone with a [pup, kitty, or animal you care for] in need of [your service.]
Until next time!
[Your Name]
[Your Business Name]
The Milestone Referral Email
Subject Line: Celebrating [milestone]! 🎉 Spread the word.
Hey there [Client’s Name] & [Pet’s Name],
Your last [service] was your [Xth][service] with [Your Business Name]. And we couldn’t be more thrilled! Here’s a pic of [Pet’s Name] celebrating [his/her] big day.
[Insert photo of pet during your last session.]
If you and [Pet Name] have loved your time with us, would you tell friends and family who might love us, too? To say thank you, we’re offering a [discount or perk] for every new referral that becomes a client. Just send them to this link [link to referral form or website.]
Thanks for helping us grow and congratulations on [milestone #] [tail-wagging/purr-worthy][service]s. Here’s to many more happy days!
All the best,
[Your Name]
[Your Business]
The New Service Promotion Referral Email
Subject Line: Exciting mews! 🐱 [Business Name] now offering [new add-on service].
Hi [Client Name] & [Pet Name],
Hot off the presses! [Your Business Name] is launching a brand new service: [add-on service.] As one of [my/our] favorite clients, [I/we] thought you’d want to be the first to know!
If you and [Pet Name] have enjoyed your [service], we’d love for you to tell friends and family about us. For every referral that tries us out, [I’m/we’re] offering you a [discount/free] [add-on service] with your next booking as a treat. Encourage friends to give us a sample here [link to referral form or website booking page] and get a little sample for yourself!
Thanks for helping [Business Name] grow!
Until next time,
[Your Name]
[Business Name]
How to Ask for (and Get) Reviews
Friend and family referrals are your bread and butter, but don’t underestimate the power of a good testimonial or review. A website, social media account, pet care app profile, or business directory can boost the signal on a happy client’s recommendation tenfold.
Reviews are also highly effective in netting referral clients. Studies show that 88% of consumers trust online reviews as much as personal suggestions!
Try highlighting the customer testimonials you collect on social media, like @walkingdogtraining. Seventy-nine people saw and liked this!
Make it easier for clients to talk you up online with these tips for fast and free pet care review requests:
- Set up a Google Business Profile. Need a place for potential clients to see your reviews? This short business description appears in local Google searches for your pet service, offers a convenient place to leave reviews, and displays a star rating.
- Send a follow-up email. While you’re still top-of-mind after completing your service, send an email thanking your client for their business and asking for a review. Personalizing the email with their name and a photo of their pup sporting a fresh trim or their cat playing during a sitting appointment shows you value their opinion and their pet.
Hate writing emails? The pet biz software people at Scout wrote five dog walker email templates for occasions from asking for reviews to canceling walks due to weather. Adapt them to your pet specialty!
- Provide a review template. Try adding talking points or questions to your request emails. Bullet-point things like how long you’ve been walking their dog, what you love about her, or skills she’s learned with you. You’re more likely to get a review focused on specifics about you if you subtly refresh their memory.
- Use a ready-made review destination. Promote a location designed to collect reviews as fast as possible. Link to a Facebook profile, LinkedIn recommendation, Rover or Wag testimonial page, or review form on your website.
- Ask in person. If you see your client after a great appointment, why not ask for a testimonial? Hand them a business card with a QR code linking to a speedy review spot, or just chat with them and write down a sentence that stood out. (With permission, you might even snap a shot of them and their pup for your socials.)
- Provide multiple feedback choices. Clients are more likely to review if they can use a method they like. Give the option to write a review in an aggregator (like Trustpilot) or to record one with a link to your video testimonial software.
Want to see a video testimonial in action? Here’s one of our favorites! This is a video review for PCI’s Pet Sitter Insurance from Sherrie Dennis of Pet Sitter House Minder LLC. Notice how a video personalizes the review (plus, it can double as a promotional reel on your social media.)
Managing a Pet Care Referral Program: High- & Low-Tech Options
Time to follow through on all those promises. Depending on your referral budget, you can organize your program with manual tracking or use software to log and distribute rewards.
Referral Program Software for Pet Businesses
If you want to automate as much as possible, referral software is the way to go. Here are a few options with cost-effective packages (that can also handle bookings and more):
TimeToPet
Starting at ($20+/month), TimeToPet is pet care business management software that lets you manage your email marketing, customize client rates with discounts at booking, send videos of pet appointments, and more.
DaySmart Pet
Starting a $29+/month, DaySmart Pet is software designed for groomers, doggy daycares, and pet boarders. It offers email and text message automation, gift card generation, loyalty system management, and up to 26 other business features.
Gingr
While pricier at $105+/month, Gingr is a good option for larger pet businesses. Dedicated loyalty and rewards management helps you track loyalty reward points, create custom client profiles, send notifications, and more.
Low-Tech Tricks for Managing a Referral Program
If automating referrals is a little out of your price range, never fear. Plenty of cheap (or even free) tools can help you track who referred who and when they should get their incentive.
- Manual tracking with spreadsheets: Use a tracking spreadsheet to stay organized while recording referrals and keep everything in one place. There are plenty of free or low-cost referral tracking templates available online.
- Manual tracking with referral codes: Try a free referral discount code generator like this one from Voucherify. Give each client a unique code to pass on and record who got which code. Referred clients give you a code when they book, and you note down which loyal client gets the discount.
3. How to Measure Your Referral Program's Success
How do you know whether your referral campaign is barking up the right tree? Tracking some or all of these things can help you evaluate whether your pet care referral program is working for you:
Customer acquisition cost
Factoring in your time, discounts, and support software, how much did it cost you to get one customer through your referral program compared to other types of marketing? A lower customer acquisition cost means your referral program is worth the effort.
Customer retention rate
How many referred customers stay loyal to you and make repeat bookings? Compare those numbers to clients you got through other means. Which type of new client is better for your business?
Customer lifetime value
Track how much a referred customer spends throughout their relationship with you vs. clients who came to you in other ways. Is your referral program getting you the right kind of customer?
Program usage rate
How many people are using your program? If it’s not getting used, you might not be offering the right incentive or not asking in a way that’s easy enough.
Referral share rate
If you ask clients to share a link to a referral form on your website, you can use Google Analytics to track page visits for free. A 5–9% share rate is a good target for a referral program. Consider how many invites you shared vs. how many people visited the referral page. Are you in a healthy range?
Referral revenue and ROI
Track your referral program’s total revenue vs. the money you spent running it. Is your return greater than your investment?
Pro Tip: Don’t forget to ask new clients how they heard about you. (Before or during a meet-and-greet is a great time to do this for sitters, boarders, and walkers!) Always honor your discount promises if they were referred, even if the new client didn’t mention it without being asked. If you have a referral program, the goal is to use it!
4. Adjust Based on What Works
You might not nail your pet care referral program on the first try, and that’s okay! Keep measuring how each new thing you try connects with your clients, stop strategies that don’t work, and lean into what does.
Congratulations! You just created a pet care referral program custom-fitted to your needs.
Resources for Starting & Growing a Pet Business
Whether you’re just starting a pet care business or looking to expand, there’s always something to learn. Dog-ear a few of these resources for later, or jump right into another tutorial to keep training your brain. Happy reading!
Starting a Pet Business
- How to Create a Pet Business Plan [ + Template]
- 6 Easy Steps to Start Your Pet Care Business
- How to Register Your Pet Business
Growing a Pet Business
Pet Care Referral Program FAQs
How often should I remind clients about my referral program?
Remind clients of your referral program no more than once a month. Varying how and where you mention it can help prevent fatigue while keeping referrals fresh in clients’ minds. For example, take turns between referral campaigns in your emails, newsletters, appointment reminders, and social media.
What are some common mistakes to avoid with a referral program?
The top referral marketing mistakes include complicated processes, lack of promotion, and generic referral asks. Failing to track your results is also a bad move, since you may keep wasting resources on strategies that don’t work. If you’re not sure why your pet care referral program isn’t landing, don’t be afraid to ask for client feedback.
Can I run a referral program and a loyalty program at the same time?
Absolutely! Loyalty and referral programs work together to attract and retain new clients. Referral programs encourage existing fans to bring in new word-of-mouth customers, while loyalty programs reward clients for their repeat business. Read our Dog Walking Advertising blog for loyalty program ideas that work well with a pet care referral program.
