Why Word-of-Mouth Is Still the Most Powerful Marketing Tool in NZ - And How to Boost It for Brows & Lashes Professionals

In New Zealand, word-of-mouth is the heartbeat of local business success, especially for brows and lashes specialists. Trust, personal recommendations, and community connections shape where clients choose to go. Here’s how you can make word-of-mouth your best marketing strategy and grow your local clientele.

Here are some tips that you might find interesting:

1. Deliver Exceptional, Personalised Service

Brows and lashes clients value personalised care tailored to their unique style and needs. Taking the time to carefully consult and create a look that enhances their natural beauty leaves a lasting impression that clients love to rave about.

For instance, a Tauranga lash technician doubled her referrals by remembering details about each client's preferences and following up after appointments with personalised aftercare tips.

2. Encourage Clients to Share Reviews

Online reviews are digital word-of-mouth that Kiwis trust. After an appointment, ask your happy clients to leave reviews on Google, Facebook, or beauty-specific NZ directories like Yellow.co.nz to build your reputation.

A Christchurch brow artist saw a big boost in new bookings after her glowing testimonials started showing up regularly online, proving that shared experiences matter.

3. List Yourself on Local NZ Directories

Local directories such as TradeMe Services, Localist, and NoCowboys bring targeted traffic to your business profile. These platforms allow you to display before-and-after photos, services, and client feedback for credible exposure.

Yada is popular with NZ specialists, offering no lead fees and easy client communication, making it perfect for brows and lashes pros wanting honest prices and a steady stream of local jobs.

4. Share Transformations on Social Media

Showcasing your brow and lash work with bright, clear before-and-after photos on Instagram or Facebook helps you build word-of-mouth by visually proving your skill.

Weirdly enough, sharing quick tips or behind-the-scenes shots also builds engagement and makes clients more likely to recommend you to their friends.

5. Create a Referral Incentive

Simple referral rewards, like discounts for both the referrer and the new client, motivate your current clients to share your services with their networks without feeling pressured.

A Nelson-based brow technician increased her client base substantially by offering $15 off for referrals, proving kiwi communities love to support local talent.

6. Connect With Complementary Local Businesses

Partner with local beauty salons, makeup artists, or wellness centres to exchange client recommendations and expand your reach naturally within the community.

Handing out your business cards or flyers to compatible businesses quietly fosters a powerful network of referrals over time.

7. Build a Mobile-Friendly Online Presence

A clean, mobile-friendly website or portfolio with your services, prices, and positive reviews reassures potential clients who check you out online before booking. This supports and reinforces word-of-mouth credibility.

Also, maintaining an up-to-date Google Business Profile increases your visibility in local NZ searches for brows and lashes services.

8. Engage Actively in Local Online Communities

Local Kiwi Facebook groups and Neighbourly are hotspots where people request trusted recommendations. Offering genuine advice or answering brow and lash related questions helps position you as a helpful expert.

Professionals in Hamilton found that regular, non-salesy engagement in these groups boosted bookings and word-of-mouth referrals.

9. Prioritise Hygiene and Professional Standards

New Zealand clients want assurance about hygiene and safety, especially with delicate brow and lash services. Displaying your certifications and adherence to health standards builds trust and fuels glowing referrals.

With industry crackdowns on non-compliance, professionalism is not only ethical but essential for maintaining a strong reputation.

10. Use Yada to Connect More Easily

Yada is a user-friendly NZ platform where brows and lashes specialists can respond to local client requests without lead or success fees. Its private chat feature and rating system make communication smooth and trustworthy.

For those looking to quietly grow their client list, Yada offers a hassle-free way to gain local visibility and gradually boost word-of-mouth benefits.