When pet owners leave town, they want more than just a place to leave their dog or cat—they want peace of mind. They’re looking for a safe, professional, and nurturing environment where their pet will be treated like family. That trust starts before the first booking. It starts with your marketing.
As the owner or operator of a boarding facility, you’re not just offering kennel space—you’re offering care, security, and reliability. Your marketing strategy should reflect that.
Here’s how to show pet owners your facility is the home away from home their furry companions deserve.
1. Create a Professional, User-Friendly Website
Your website is often the first impression a client will get, and it should reflect the quality of care you provide.
Beyond being mobile-friendly and easy to navigate, your site should:
- Clearly list your services, rates, and hours
- Include an FAQ section to reduce friction in communication
- Feature engaging content—blogs, videos, and testimonials—to build authority and improve SEO
- Offer easy contact and booking options, ideally integrated with your practice software
Make sure your site is optimized for search engines so that when pet parents in your area search for boarding options, your facility shows up front and center.
2. Engage on Social Media
Social platforms like Instagram, Facebook, and TikTok are perfect for showcasing your day-to-day culture. They let you tell the story of your facility in real time. Feature pet guests playing, relaxing, or going on walks—with permission, of course.
Boost interaction by:
- Hosting photo contests (e.g., “Best Dressed Pup”)
- Running quick polls or quizzes
- Answering FAQs via live Q&A sessions
- Sharing behind-the-scenes looks at how your team cares for pets
Social media is a great way to humanize your brand and demonstrate how seriously you take your role as a caretaker.
3. Use Email and SMS Thoughtfully
Email and SMS campaigns are still among the most effective tools in your marketing toolbox.
Use them to:
- Share promotions or seasonal discounts
- Notify clients of policy updates or availability
- Introduce new services (like daycare, grooming, or training)
- Send pet-specific updates to clients while their animals are boarding
Personalization goes a long way—clients appreciate when their messages feel tailored, not canned.
4. Get Local
Your community is full of potential clients and valuable partners.
Connect by:
- Partnering with local vets, pet stores, or groomers for cross-promotion
- Hosting or participating in local pet-focused events
- Offering your facility as a venue for adoption events
- Supporting or donating to local animal rescues or shelters
Grassroots marketing builds trust, reputation, and visibility—all of which help attract new clients organically.
5. Run Thoughtful Promotions
Everyone loves a deal—especially first-time customers. The goal is to lower the barrier to entry for new clients and reward the loyalty of your existing ones.
Consider offering:
- New client discounts
- Referral rewards for current customers
- Loyalty programs for frequent boarders
- Holiday packages or themed boarding “retreats”
Promotions should be easy to understand, easy to access, and always reflect the premium quality of your care.
6. Work with a Marketing Partner if Needed
If marketing isn’t your area of expertise—and let’s face it, you’re already running a 24/7 business—it’s worth hiring professionals. A digital marketing agency familiar with pet services can help you build campaigns that drive traffic, increase bookings, and improve visibility. Choose an agency that understands SEO, PPC, and the pet care space, so you’re not wasting time or money.
Handling Reviews Quickly and Gracefully
Online reviews play a major role in the success of any boarding facility. They offer social proof and can strongly influence a pet owner’s decision to book with you—or not. That’s why it’s important to be proactive about collecting and responding to feedback.
Encourage satisfied clients to share their experiences online, especially when they include photos of their pets enjoying their stay. A simple follow-up email after checkout thanking them and inviting them to leave a review can go a long way.
Negative reviews, while difficult to receive, should always be handled with professionalism and empathy. Respond promptly, acknowledge the client’s concerns, and express your willingness to resolve the issue privately.
Avoid defensiveness or public back-and-forth—demonstrating calm and compassion builds credibility with future customers. If the feedback is valid, take it as a learning opportunity and explain how you’re making improvements.
When you handle both praise and criticism with grace, it shows that you care deeply—not just about the animals in your care, but about the people who love them.
What to Emphasize in Marketing
You likely face considerable competition in the local pet boarding industry. Know your competitors and what they offer, so you can determine what makes your operation different and more appealing. Besides boarding, do you offer doggie daycare, training, or grooming? Do you have vet techs on staff? Emphasize anything that makes you stand out from the competition.
For instance, the dog room dividers at your facility show potential customers that dogs of all sizes have plenty of indoor space to play without compromising the safety of smaller canines. If you have ample land, a large fenced-in area for dogs to play in is generally preferable to smaller outdoor recreational spaces. That is a marketing plus.
Touring the Premises
Few, if any, of your clients will entrust their pet to your care without touring the premises. This is where you get to show off your staff and all the special features about you facility that are guaranteed to provide their pet a safe and peaceful stay.
A successful tour should include:
- Viewing the different kennel types and accommodations
- Access to both indoor and outdoor play spaces
- Demonstration of safety features like security cameras or 24/7 monitoring
- Explanation of cleaning and feeding routines
- Overview of how medications and special needs are handled
Ensure your team is professional, attentive, and well-informed. The space should be spotless, welcoming, and odor-free—with happy, relaxed animals. What clients see during a tour will become the mental image they carry with them when they’re hundreds of miles away, thinking about their pet.
Customers may also want to know how emergencies are handled, how special needs pets’ requirements are met, and how medications are administered. Provide them with the answers to FAQs, with more information available on the website.
Contact Us
Marketing your boarding facility effectively is about more than advertising—it’s about building confidence. Every interaction, from your website to your front desk staff to your Instagram post, should send the same message: “Your pet is safe, happy, and loved here.”
At Direct Animal, we offer high-quality animal shelter kennels to meet your pet boarding needs. Our high-quality, stainless-steel kennels are built to withstand heavy use for years. It is a smart investment for your pet boarding business.
