Marketing & Getting Clients

How to Get Clients for Your Dog Boarding & Kennel Business

Getting your first clients is the hardest part of starting a dog boarding business. You have empty kennels and no track record yet, but dog owners are cautious about who cares for their pets—they need to trust you before they book. The good news is that dog boarding generates strong word-of-mouth because owners talk openly about their pets, and a single satisfied customer can refer multiple others within weeks.

Your marketing strategy should focus on becoming visible to dog owners in your local area, building trust through reviews and social proof, and making it easy for them to learn why your facility is the right choice for their dogs.

Who Your Ideal Clients Are

Your best clients are working pet owners with household incomes above $60,000 who travel regularly for work or vacation. They own one or more dogs, care about quality care over lowest price, and are willing to pay $35–65 per night because they want peace of mind. These owners typically live within 10–15 miles of your facility and search for boarding options when they have a trip planned.

Secondary clients include pet parents who need boarding for emergencies, relocations, or medical procedures; dog owners preparing for shows or competitions; and executives with multiple pets who board frequently. The owners most likely to become repeat clients are those with dogs that have behavioral needs (anxiety, aggression, or high energy)—they’ll keep coming back if you handle their dog well.

Your Best Marketing Channels

Google Business Profile

Google Business Profile is your single most important marketing tool for a local dog boarding business. When someone searches “dog boarding near me” or “kennels in [your city],” your listing appears on Google Maps and in search results. Optimizing your profile with accurate hours, photos of your facility, customer reviews, and your service area takes 2–3 hours but will generate consistent inquiries. Encourage clients to leave reviews—boarding businesses with 4.5+ stars and 20+ reviews convert at significantly higher rates than those without reviews.

Local Veterinary Referrals

Veterinarians refer boarding clients regularly. Visit local vets within 5 miles of your business, introduce yourself, leave brochures, and ask if they recommend boarding facilities. Some vets keep referral lists; others will mention you to clients directly. A single vet practice might send you 2–4 clients per month if you build the relationship. Follow up quarterly and consider offering a small referral discount or donation to their practice.

Social Media (Facebook and Instagram)

Dog owners spend significant time on Facebook and Instagram looking at pet content. Post photos and short videos of dogs playing, eating, resting in their kennels, and interacting with staff. Consistency matters more than frequency—2–3 posts per week showing real moments builds familiarity and trust. Tag local dog owners and pet businesses, respond to comments quickly, and use location tags so local searches find you.

Nextdoor and Local Community Groups

Nextdoor is a hyperlocal social network where neighbors ask for recommendations. Join your local Nextdoor community and participate naturally—answer questions about pet care, share helpful tips, and when appropriate, mention your boarding services. Local Facebook groups focused on pets, parenting, or community events are also active places where dog owners ask for recommendations. Don’t spam, but answer genuine questions and let people ask about your business.

Local Directory Listings

Register your business on Yelp, Care.com, Rover, and Wag (pet-specific booking platforms). These sites connect you to dog owners actively searching for boarding. Rover and Wag take commissions but send consistent inquiries; free listings on Yelp and directories are lower effort. Start with Google Business and Yelp, then expand if your first 10 clients come through paid platforms.

Seasonal and Targeted Email

Once you have clients, build an email list and send reminders before peak travel seasons (holidays, summer, spring break). A simple monthly email with updates, photos, or tips keeps your business top-of-mind and encourages repeat bookings. Email costs almost nothing and generates more revenue from existing clients than acquiring new ones.

Getting Your First 3 Clients

1. Set up your Google Business Profile with 15–20 high-quality photos of your facility, kennels, and play areas. This takes 4–6 hours but is the fastest way to appear in local search results.
2. Visit three local veterinary clinics in person. Bring brochures or a business card, explain your services, ask about their referral process, and get the decision-maker’s contact information for follow-up.
3. Post on your personal Facebook account that you’re opening a boarding facility and invite friends and family to share with their networks. Ask explicitly for referrals: “If you know anyone with a dog who needs boarding, please send them my way.”
4. Join Nextdoor and introduce your business in a friendly, non-promotional post: “I’m opening a dog boarding facility in [neighborhood]. I’d love to meet the dog owners here and answer any questions about boarding or care.”
5. Create a simple Instagram and Facebook business page, post 5–10 photos of your facility (even before you’re fully open), and invite early contacts to follow you.
6. Reach out directly to anyone you know with dogs—friends, family, colleagues, neighbors—and ask if they’d be interested in boarding or if they know someone who might. Even one personal conversation can lead to your first client.

Building Referrals and Word of Mouth

Word of mouth is your best long-term source of clients. Every dog owner who boards with you is a potential referrer, especially if their dog has anxiety, behavioral issues, or special needs that you handle well. Ask satisfied clients directly: “Would you be willing to refer friends or family who need boarding?” Make it easy by giving them referral cards or a discount to pass along. A client with a positive experience will mention you in conversation, in local Facebook groups, and to their vet—these conversations matter more than any advertisement.

Referral programs work in dog boarding. Offer a $25–50 discount or service credit for each new client a current client refers. Track these referrals, follow up with referrers to confirm they referred someone, and thank them explicitly. Over 12 months, three active referrers can bring in 6–12 new clients each, which compounds your growth significantly without paid advertising.

Your Online Presence

Your online presence needs to answer the critical questions dog owners have: Is your facility clean and safe? Do you have experience with dogs? Are your staff trained? What does the kennel look like? A simple website (even one page) with your facility photos, clear pricing, your background with dogs, staff information, and your contact details builds credibility. You don’t need a fancy design—straightforward, honest, well-organized information converts better than flashy marketing. Include your Google Business link, hours, address, phone number, and email so you don’t lose inquiries to friction.

Reviews are your most credible asset online. Request reviews from every satisfied client through follow-up emails or printed cards left with pickup. Respond to all reviews, positive and negative, professionally and briefly. A facility with 4.5+ stars and 30+ reviews will convert incoming inquiries at 2–3 times the rate of one with no reviews. Prioritize reviews over everything else online after your basic information is listed.

Social Media Strategy

Facebook and Instagram are where dog owners spend time and where they ask for recommendations. Focus on Facebook for reach and Nextdoor for hyperlocal visibility; Instagram is secondary unless you’re in a high-income urban area. Post authentic content: dogs at play, feeding time, rest areas, staff interaction, and behind-the-scenes moments. Dog owners respond to consistency and personality—they want to see that their dog will be happy and safe. Post 2–3 times per week, respond to comments and messages within 24 hours, and use local hashtags (#dogboarding, #[yourcity]dogs) to increase visibility.

Paid Advertising

Most dog boarding businesses don’t need paid advertising to fill kennels if they have strong reviews and a solid referral base. However, if you’re launching in a competitive market or need to fill more spots quickly, start with a small $200–300/month budget on Facebook and Instagram targeting dog owners within 10–15 miles of your location. Test ads showing happy dogs in your facility with a clear call-to-action (“Book a tour” or “Get your first booking at 20% off”). Measure results carefully—if paid ads don’t bring clients at $50–80 per acquisition, pause them and focus on referrals and local directory listings instead.

Client Retention

• Send a follow-up message or call 24–48 hours after each dog’s stay to ask how it went and if the owner noticed anything you should know.
• Take photos or videos of dogs during boarding and share them with owners—this builds confidence and gives you content for marketing.
• Offer a small discount or service credit for repeat bookings after the third stay, creating an incentive to return.
• Remember details about each dog’s personality, preferences, and any behavioral quirks, and mention them when owners return—this shows genuine care.
• Keep a simple client database with each dog’s dietary needs, medical information, emergency contacts, and behavior notes so every staff interaction is informed.
• Send a holiday card or email to past clients in December, with a gentle reminder of your availability for upcoming travel seasons.
• Respond to all inquiries and calls within a few hours, even if it’s just to acknowledge receipt and give a callback time—speed matters when owners are planning trips.

For more targeted help, check out our guides on the fastest ways to get your first 10 dog boarding clients, the best marketing tools for your dog boarding business, and local marketing strategies for dog boarding.