If you’ve ever hesitated to raise your prices—worried you might lose clients or seem greedy—you’re not alone. For many pet care professionals, pricing can feel deeply personal. But the reality is, your rates aren’t just about numbers. They’re about boundaries, sustainability, and communicating your value.
Raising prices is one of those things every pet care business eventually faces. If you don’t do it, costs creep up, burnout kicks in, and you end up undervaluing yourself. But if you do it thoughtfully, you can protect your time, grow sustainably, and deliver even better service.
At PetPocketbook, we believe pricing isn’t a one-time checkmark—it’s an ongoing strategy. Whether you’re just starting out or have a full client roster, here’s how to set your rates well, raise them with confidence, and keep your clients feeling good about it.
Step 1: Know your cost of doing business
Before you even think about what others are charging, take a close look at what it actually costs to run your business. You need to know what you must earn to cover everything. That includes:
- All fixed costs (insurance, licensing, software, rent or home office expenses)
- Variable costs (gas, supplies, travel, food, pet-specific items)
- Hidden/overlooked costs (time spent replying to emails, travel between jobs, scheduling, marketing, administrative tasks)
- A margin for unexpected stuff (repairs, emergencies, inflation)
Knowing your baseline cost gives you a floor below which you can’t realistically operate without losing money or sanity. It also helps you decide how much buffer to build in for profit, growth, or just better work-life balance.
Step 2: Survey the market — but don’t base everything on what others charge
Knowing what nearby pet care providers charge gives you helpful context. But it’s only part of the picture. What really matters is how you stack up in terms of:
- Quality of service (e.g. frequency of updates, photos, communication)
- Trust and reputation (reviews, certifications, years in business)
- Specializations (e.g. overnight care, medical pet care, large dogs)
- What clients want most — convenience? Peace of mind? Specialized skills?
You might find that even if two providers charge the same, clients are willing to pay more if one delivers nicer photo updates, better availability, or more consistent reliability.
That said, when you're just getting started, a slightly lower price point can actually work in your favor. It gives pet parents a low-risk way to try your services—and gives you a chance to build trust, collect reviews, and refine your offerings. Especially if your overhead costs are lower early on, competitive pricing can help you fill your schedule and grow your client base faster.
Remember that pricing sends a message. Pricing isn’t just a math equation—it’s a reflection of how you position yourself. Over time, as your experience, demand, and costs grow, don’t be afraid to raise your rates to reflect the increased value you provide. When your rates are unusually low, some clients may assume the quality of your care is lower, too. Higher rates can actually build trust by signaling professionalism, reliability, and high standards.
Instead of competing to be the cheapest, focus on being the most valued. Clients aren’t just paying for time—they’re paying for peace of mind, safety, and a trusted relationship with someone who genuinely cares about their pets.
Step 3: Offer choices through service tiers
Instead of “one size fits all,” consider offering different levels of service. This helps you match pricing to what different clients value, without making things complicated.
For a dog walker, that might look like:
- Basic → just the essentials like 15-20 minute potty breaks or short leash walks with a report card including a photo and a brief update
- Enhanced → longer 30-40 minute walks or adding playtime or enrichment during visits with more detailed updates
- Premium → extended 60-minute+ activities like hikes and outdoor adventures, solo walks, special handling (e.g. reactive dogs), late/early hours, medical care
You can also offer add-on services—like nail trims, special treats, or medication administration—and surcharges for weekends and holidays as a way to increase flexibility and value without undercutting your core offerings. These small, optional upgrades give clients room to pick what fits their budget and needs—while boosting your earnings per visit in a way that feels seamless and fair.
Step 4: Raise your rates regularly & at predictable times
It’s easy to wait until you're overwhelmed or underpaid before updating your prices—but by then, it often feels harder to do. Regular check-ins make it easier to stay ahead, and small, incremental changes tend to be more digestible for both you and your clients. They also reflect the reality that most people expect prices to go up over time.
Instead of waiting until you’re in a pinch, try doing a pricing audit every 6–12 months. That doesn’t mean raising prices every time—it just means checking that your rates still reflect your costs, effort, and value.
If inflation, fuel, or insurance costs have gone up—or you’ve added new skills or services—an update to your pricing might be in order.
Consider setting a policy like “Rates are reviewed every January” or “Pricing may adjust annually based on cost and service updates.” Clear, consistent policies help clients feel informed—and help you run a sustainable, growing business.
Step 5: Communicate changes clearly, respectfully, and in advance
You don’t need to over-explain or apologize when it’s time to raise your rates. A simple, confident message that includes the new rates and when they’ll go into effect is more than enough. We recommend giving clients 30 days’ notice where possible, so they have time to adjust or ask questions.
What matters most is tone: clear, professional, and kind. If you’ve been showing up consistently and providing excellent care, most clients will stick with you. People understand that prices change—especially when they trust who they’re working with.
It doesn’t have to be fancy. A friendly message like this gets the point across without overcomplicating things:
"Starting [date], my rates will be increasing slightly to reflect rising costs and to ensure I can continue providing the same quality of care. Please see the attached for my updated pricing. I truly appreciate your trust and support!"
Step 6: Keep things consistent—no “special deals” for old clients
It might feel tempting to keep longtime clients on old pricing as a thank-you. But over time, this can create confusion, resentment, or even financial strain. Instead of making exceptions, consider ways to show appreciation through a thank-you note, a free add-on, or simply continued great service.
When everyone is on the same page and the same pricing, it’s easier to manage your business—and to feel good about your decisions.
Step 7: Use tools to ensure a seamless transition when raising rates
Raising your rates isn’t just about picking new numbers—it’s about how you share and manage that change. The smoother the process feels, the easier it is for clients to accept. That’s where tools like PetPocketbook come in.
With PetPocketbook, you only have to update your rates once, and invoices adjust automatically—no endless manual edits. Service lists and receipts clearly show what’s included, so clients know exactly what they’re paying for. And flexible settings let you build in things like holiday surcharges or weekend pricing without juggling spreadsheets.
When communication and billing are clear, clients see your pricing as professional and fair. That transparency makes rate changes feel less like a surprise and more like a natural part of the trusted relationship you’ve built.
Final Thoughts: Raising Prices Isn’t a Sign You’ve Failed — It’s a Sign You’ve Grown
You deserve to be paid what you’re worth. As you grow, improve, and invest in being better, raising your rates isn’t “greedy” — it’s responsible. It means you can keep delivering great service without wearing yourself thin.
The key is having a clear process that makes the transition smooth and transparent. Whether that’s a simple email template, a clear service list, or a tool like PetPocketbook to handle invoicing and communication, having systems in place takes the stress out of change.
You’re not just showing up day to day—you’re building a business you can be proud of. And fair, confident pricing is one of the cornerstones of long-term success.