A new preparer's first clients come from three places: people who already know you, people who search locally on Google, and referrals from the first two. Marketing spend is optional in year one. What is not optional is a system that catches every one of those leads: a booking link, a text back on missed calls, a portal that makes you look established, and a review request after every filed return.
The three sources, and the leak in each
| Source | How they find you | Where the lead leaks |
|---|---|---|
| People you know | Your announcement, your phone | They text, you are busy, it fades |
| Local Google | Your Business Profile and reviews | They call once, no answer, next listing |
| Referrals | A happy client mentions you | No easy link to hand over |
The four things to have in place before you announce
- A booking link. Put it in your text signature, your Business Profile, and your announcement post.
- Missed call text back. Every unanswered call gets a reply with the booking link.
- A branded portal. The first thing a new client touches should look like a firm, not a Gmail address.
- An automatic review ask. After each filed return, a text asking for a Google review. Reviews are what a stranger reads before calling.
Why the portal matters for a firm nobody has heard of
An established firm can get away with email attachments because its name carries it. A new preparer cannot. The portal is the first proof the client has that you run a real operation. It also fixes the document chase before it starts. Both matter more in year one than in year ten.
Should I run ads in my first season?
Not before the catch system is in place. Ads send calls to a phone. If the phone is not answered and there is no text back, the ad budget pays for leads that go to the next listing.
How do I ask for reviews without being awkward?
Automate it. A text after the return is filed, with the direct review link, sent to every client. The ones who are happy leave one. Nobody has to have the conversation.