Your Guide to Forming Pet Business Partnerships, Referrals, and Collaborations

Partnerships in the pet industry sound simple in theory: just connect with other businesses and swap referrals, right? But in reality, many pet business owners either avoid partnerships altogether or jump into unbalanced ones that don’t bring real value.

At Pet Marketing Unleashed, we’ve seen firsthand how strategic partnerships can transform a business. Done right, partnerships are one of the easiest ways to expand your network, boost referrals, and build a stronger reputation in your community without burning out on social media.

Personally, when I (Mikaela, founder of Pet Marketing Unleashed) worked for a doggie daycare and boarding facility, the pet business owner had us go all around town handing out treats, brochures, and business cards to practically every business in a local radius. But what that did was make us seem disingenuous with all of them, instead of forming solid and effective new partners in our area.

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So, taking that knowledge and what we've learned working in the pet industry for over a decade, we're sharing all the details you need to form your best pet business partnerships, including:

• What types of pet businesses to partner with

• How to create mutually beneficial pet industry partnerships

• Tips for approaching pet business partners the right way

• Why competitor collaborations can be a secret growth hack

• A free email template to get you started

Why Pet Business Partnerships Matter, Now

Let’s face it: social media isn’t what it used to be. Organic reach has declined, ads are more expensive, and the platforms are noisier than ever.

Partnerships, on the other hand, are a low-cost, high-trust growth strategy. Referrals from trusted businesses convert better than almost any other type of marketing. If a vet, trainer, or even another walker says, “I recommend you call [your business],” pet parents listen.

Not only does this help you book more clients, but it also reduces stress since you’re not constantly glued to Instagram just to stay visible. Check out my hot and controversial take on Instagram for growing your pet business (it's really not what you think).

What types of pet businesses should I partner with?

Here's what makes a good pet business partnership:

Before you start approaching local businesses, it’s important to make sure the partnership is a good fit.

Here’s what to look for:

• Values alignment. Their standards of care and client communication should feel in sync with yours.

• Reputation. Read reviews and check their history. Your reputation will be tied to theirs if you begin a partnership or referral system with them.

• Personal fit. Do you like them? Grab coffee, chat about pets, and see if you’d genuinely enjoy working together.

• Mutual benefit. Avoid one-sided partnerships where you send clients but never see referrals back.

• Professionalism & systems. Pet parents expect streamlined communication. Look for businesses with online booking, clear policies, and insurance. It’ll make working together smoother and build confidence with referrals.

7 Types of Pet Business Partnerships That Work

1. Local Shelters & Rescues

Offer a discount for newly adopted pets or sponsor an adoption event. You’ll connect with pet parents at the exact moment they need long-term care services.

2. Veterinarians & Groomers

These are businesses pet parents already trust. A simple referral card exchange or bundled service package can generate a steady stream of high-quality leads. Partner with a doggie daycare facility to educate on the benefits of socialization. It's extremely important to a dog's well-being, social skills, and happiness (especially for pet parents who work all day). This daycare facility can bring their dogs to you if/when any health issues arise and can refer clients back to you.

3. Trainers & Daycares

Many clients overlap here. A trainer may have a client who needs walking services during the week, while a daycare might not offer overnight care. Partnerships allow you both to fill the gaps. You can also consider bringing a dog trainer to your daycare center for a puppy social. This is mutually beneficial because the dog trainer can get prospective clients & you can get puppies into your business who are better behaved and doggie-friendly.

4. Local Shops & Boutiques

Pet-friendly cafés, groomers, pet supply stores — all of these are great spots for cross-promotion, whether it’s flyers, events, or social shout-outs.

5. Pet Sitters and Dog Walkers

Partner with a rescue by walking a foster dog or a dog available for adoption and share it on social media. One: this helps you come across as genuine and community-minded. Two: You're helping the rescue adopt more dogs. Three: The rescue will be more likely to refer to you if new pet owners are looking for a dog walker/pet sitter. The rescue can include your business cards in their new adoptee paperwork - maybe even add in a coupon code for their first walk/pet sit with you!

6. Pet Photographers

Partner with any pet-related business that has events in your community. Be the photographer for the event and make sure you're on the marketing materials as the official photographer - you can probably also have a booth at the events as well as marketing your services. You can also partner with a physical location by adding your artwork to their walls with flyers showcasing your services.

7. Competitors (Yes, Really!)

This one surprises people, but partnering with your “competition” can be powerful. Think about it:

1. You can build trust and loyalty: Referring a client to another facility that better suits their pet’s needs shows that you genuinely care about the animals. This builds trust and loyalty, making it more likely that those clients will refer others to your business even if they don’t use your services right away.

2. You can amplify word-of-mouth marketing: Satisfied pet parents talk to other pet parents. When you demonstrate integrity by making the right recommendation, those pet parents are more likely to spread the word about your business, leading to more referrals and increased visibility in the community.

3. You can increase high-quality referrals: When two businesses in the same niche refer clients to each other, those referrals are more likely to convert into loyal customers. Clients trust recommendations from one expert to another, which can result in a steady flow of high-quality clients.

4. You can maximize capacity during peak times: During busy periods, like holidays, when your daycare is fully booked, a partnership with a competitor allows you to refer clients to them and vice versa. This ensures that no client is left without care, and both businesses can operate at full capacity, maximizing your revenue year-round.

Try using transparent language when reaching out, like:

“I get a lot of requests for cat care I can’t take on — I’d love to send those to you. In return, I’d be happy to cover overflow for your dog clients during the holidays.”

Instead of seeing competitors as threats, look for ways to collaborate. It not only makes your life easier but strengthens the entire local pet care network.

Other opportunities for pet business partnerships:

• Holistic vets or canine massage therapists for wellness-focused pet parents.

• Carpet cleaners, real estate agents, gardeners looking for referrals for when pets need to be out of the house (or need a dog trainer to avoid new carpet stains!).

• Pet-friendly apartment complexes or housing communities where residents are actively looking for services.

These less obvious partnerships can help you stand out and connect with pet parents in fresh ways.

How to Start a Pet Business Partnership

This depends on your time and needs. My biggest suggestion would be to start small and grow from there!

Here are some ideas to get started:

• Exchange business cards or marketing materials with one another and display them in your lobby if you have a physical location.

• Promote one another on your social media pages and websites.

• Begin regular communication with this partner and start tagging one another on social media when you see a follower interested in their service.

• Over time, you can offer packages together, offer discounts with one another, put on events together... the possibilities are endless! For example, as a trainer, try partnering with a local rescue. Help train one of their dogs available for adoption and then ask the rescue to give your business information in all new adoptee paperwork.

Again, make sure the partnership is mutually beneficial and works within your normal business process. Consider what pet parents need in the context of complementary products or services. For example, it's normal for a pet owner to want training for a new dog they get from a rescue, so take advantage of that and offer your services. Be the missing link!

Mistakes to Avoid in Partnerships

• Forming too many partnerships. It comes across as insincere and is hard to manage.

• One-sided relationships. If you’re giving more than you’re getting, it won’t last.

• Relying only on partnerships. Things change. People move, they close businesses, open news ones, or change values. Always diversify your marketing!

• Skipping research. Partnering with someone who has poor reviews can hurt your reputation.

Get Our Free Partnership Email Template!

Before you reach out about a partnership, I highly recommend connecting with them without pitching yourself. Like and comment on their photos. Introduce yourself. Build a relationship. From there, you can send an email to the prospective pet business partner so that they do not feel pressured into agreeing with you and saying yes. You only want a partnership that works both ways, otherwise, you'll be referring to them, but maybe they won't be doing the same thing back for you.

Want some help getting started with pet business partnerships? We’ve put together a ready-to-send email template you can customize and use today to pitch your first partnership.

Download the Free Partnership Email Template

Partnerships are one of the most underrated marketing strategies in the pet industry. They help you grow your client base, build credibility, and even reduce stress when you’re booked out.

Instead of trying to do it all alone, lean into your community. Your clients, and your business, will thank you.

If you’re ready to grow beyond word-of-mouth and social media:

• Check out our PMU Shop - complete with website templates, and other courses to help you boost your marketing and onboarding systems.

• Watch our FREE Masterclass on how to onboard your dreamiest clients while away from your desk.