How to Get Dog Grooming Clients (and Keep Them Rebooking)

TL;DR: Grooming is repeat work. A dog that needs a groom every few weeks is worth far more than one visit. So the best "marketing" is booking the next appointment before the dog leaves. Then add referrals, a Google Business Profile, honest reviews, and local partners. In that order.

This is the cheapest client you'll ever get: the one already standing in front of you.

1. When the owner picks up, show them the dog. Mention one thing you noticed: "Her coat's matting behind the ears, so I'd come back in six weeks."
2. Offer a date: "I have Tuesday the 14th at 10. Want it?"
3. Book it on the spot. Send a reminder a day or two before.
4. If they say no, note the date you suggested and follow up then.

A groomer with a full rebooking book doesn't need much advertising.

• Message friends, family, neighbors, and old coworkers with dogs. Personal notes, not a mass post.
• Say what you do, where, and that you're booking new dogs.
• Ask: "Do you know anyone whose dog needs a groom?"

Dog owners already trust certain people. Get to know them:

• Dog walkers and pet sitters. They see dirty, matted dogs every day.
• Trainers and daycares without grooming on site.
• Pet supply stores. Ask if you can leave cards or put up a flyer.
• Vet offices. Ask politely whether they keep a list of local groomers. Don't push.

Bring cards. Offer to groom their own dog so they can see your work. Send referrals back their way too.

People search "dog groomer near me." Your profile is how you show up. Follow Google's guidelines:

• Use your real business name. No keyword stuffing.
• One profile per business.
• If you're mobile or groom at home and don't want clients at your door, set up as a service-area business and hide your address.
• Add real photos: finished dogs, your table, your van.
• List your services and hours. Keep them current.

Before you ask for reviews, read the FTC's consumer reviews and testimonials Q&A. Then keep it simple:

• Ask every client, not only the happy ones.
• Never tie a reward or discount to a positive review.
• If family or staff leave a review, ask them to say how they know you.
• Reply to bad reviews calmly and factually. No threats.

The easy way: text the review link the same day, while the owner is still sending photos of their fresh dog to everyone they know.

More on honest claims: our truthful advertising checklist.

Before-and-after photos sell grooming. Get the owner's OK first, then post:

• On your Google profile.
• On social media, if you use it.
• On a simple website or booking page.

Show real dogs, real coats, real results. Don't over-edit. Owners can tell.

• One clear way to book: text, online booking, or a phone number you actually answer.
• Reply to inquiries within a few hours if you can. Some owners message more than one groomer and book whoever answers first.
• Have your prices ready to send. Price by size and coat, and say up front what costs extra (like de-matting).
• Put your cancellation policy in your booking confirmation.

Every few weeks, check your list for dogs that haven't been in for a while.

• Send a short, friendly note: "Haven't seen Max in a while. Want me to save him a spot next week?"
• Keep it personal. Use the dog's name.

• Every pickup: offer to rebook.
• Monday: text review links to last week's happy clients.
• Wednesday: contact one local partner.
• Friday: message three lapsed clients.

The Dog Grooming Client Tracker ($12.99) is an Excel workbook with client records, appointment history, and a follow-up log, so you can see who's due and who's gone quiet. The Dog Grooming Price List & Service Menu ($4.99) is an editable template (browser or Word) you can print or share, so new leads see your services and prices clearly.

For a full plan, see our small business marketing plan.

Start with people you know and local partners like dog walkers and pet stores. Set up a Google Business Profile, collect honest reviews, and rebook every client at checkout.

For most local groomers, a complete Google Business Profile and word of mouth do the heavy lifting. Track where each new client came from and spend more where it works.

It can help fill early slots. Make the regular price clear so the discount doesn't become the expected price.

Don't tie any reward to a positive review. Read the FTC's Q&A on reviews before you offer anything for a review, and ask every client for honest feedback.

It depends on the breed, coat, and owner's preferences. Recommend a schedule for each dog based on what you see on the table.

Checked October 1, 2026.

• FTC, Consumer Reviews and Testimonials Rule Q&A (rule effective Oct 21, 2024)
• Google Business Profile guidelines

This is general information, not legal advice. Read the FTC's guidance on reviews and advertising before you launch a campaign.