Getting found is only the beginning…
My Local Hero makes the difference between you and the next tradie obvious to Northern Beaches homeowners — before they even pick up the phone.
A directory lists you. A lead site sells you. My Local Hero backs you.
30 Founding Heroes. Maximum 5 businesses per trade.
Founding pricing locked for life • Your marketing starts day one.
Paid for a lead that four other tradies got too?
Driven across the Beaches to quote — and never heard back?
Lost a job to someone you know is cutting corners?
Spent your evening quoting for someone who was only ever price shopping?
It's not you. It's how homeowners are forced to choose.
Finding a tradie isn't the hard part. A homeowner can have five of you in front of them in two minutes. The problem is what happens next.
Same stars. Same photos of great work. Same promises: experienced, reliable, quality workmanship.
And that's before you get to the cowboys. They can buy the ads, the slick website, the great photos and a pile of reviews too — and say everything you say.
From the other side of a screen, the homeowner has no idea who they're really dealing with. So they pick the cheapest quote — or whoever rang back first.
A five-star rating tells them people were happy.
It doesn't tell them what you're particularly good at. It doesn't tell them what you'd spot that a less experienced tradie would miss. And it doesn't explain why your quote is different.
Not because there isn't a difference.
Because the homeowner can't see it.
We call it the Sameness Trap — how a genuinely good business gets flattened into a star rating, a few photos and a number on a quote.
It recommends someone else.
The Yellow Pages
Getting found meant being in the book. Biggest ad won.
Suddenly you needed a website. Reviews. Ads. To show up when someone typed “plumber near me”. Google still matters enormously.
AI
Homeowners don't scroll a list anymore. They ask a question — and expect an answer.
More and more, they're asking things like…
“Who's a good plumber on the Northern Beaches for a recurring blocked drain?”
“I've got a bathroom reno quote. Does this price stack up — and what should I be checking?”
“Who would you recommend for a leaking tiled roof in North Manly?”
“I just need someone I can trust for this electrical job. Who should I call?”
They're not just asking AI to search anymore. They're asking it to vouch for someone.
What AI can see about you
What's still in your head
So AI may know you're a plumber. But does it know you've spent years solving the drainage problems other plumbers gave up on? Does it know when you'd repair instead of replace? Does it know why you're a better fit for this job than five other white vans with logos on the side?
Or does it just see five vans — and make the cheapest quote the easiest way to choose?
AI can't read your mind.
Being visible is no longer enough. Your business needs to be understood.
That's why My Local Hero exists.
The short version. The full breakdown and pricing are further down.
Your Hero Business Hub
A full page built around your expertise, your proof and why we back you.
Your Hero Spotlight video
60 seconds on why My Local Hero backs your business — yours to use everywhere.
42 pieces of expert marketing
6 articles, 6 videos and 30 social posts, built from what you know.
A steady stream of Google reviews
Your Reputation Growth System asks every customer, automatically.
Recommended for the right jobs
Matched to the work you actually want — and we tell homeowners why you fit.
Top of your trade, for good
A top spot on your category page, above every Hero who joins after you.
We're not only building Hero Business Hubs that show homeowners everything that makes great local tradies worth hiring. We're building the homeowner side too — the place locals go when something breaks, when a quote doesn't make sense, or when they just need to know who to trust.
Expert answers & guides
“Why does my power keep tripping?”
Quote Checker
“Does this quote stack up?”
Pricing help
“What should this job roughly cost?”
Trust information
“Who's verified, licensed and insured?”
Trade category pages
“Show me the best local roofers.”
Matching & recommendations
“Who should I call for this — and why?”
Every guide, answer and tool gives homeowners another reason to come back — whenever they've got a problem, a project, a quote or a hiring decision.
We're building a big, loyal Northern Beaches homeowner audience. Northern Beaches first. Then beyond.
We've already started.
Right now, Northern Beaches homeowners are signing up for early access to My Local Hero — and to test Quote Checker before launch.
And here's what comes next:
I've worked in journalism since I was 19 and in marketing since 2010. Building an audience that reads, trusts and acts is what I've done my whole career. — Nicole Warnock, Founder
When My Local Hero becomes the place local homeowners check before they hire — will they find you there, or your competitor?
You've probably tried most of it already. A listing gathering dust. Money sunk into SEO. A few Google Ads. A Facebook boost that picked up some likes and vanished.
You paid. You got a flicker of attention. Then it stopped the second you stopped paying.
That's not a system. That's rent.
| Compared on | Directory | Lead site | Advertising | My Local Hero |
|---|---|---|---|---|
| How you're shown | A name in a list | One of several quotes | An ad people scroll past | Your expertise, your proof and why you fit |
| Who else gets the job | Everyone on the page | The same lead goes to several tradies | Whoever outbids you | No shared leads — you're matched on fit |
| What the homeowner learns about you | Stars and a phone number | Your price | What you paid to say | What you're best at, how you work and the proof behind it |
| Who vouches for you | Nobody | Nobody | You do | A local publisher that checked you first |
| Can cowboys get in? | Yes | Usually | Yes | Not without passing our 10-Step Trust Standard |
| Do you get the work you want? | Any job | Any job — cheapest usually wins | Anyone searching your trade | Jobs matched to what you want more of |
| What's left when you stop paying | Nothing | Nothing | Nothing | Your articles, videos and content — yours to keep |
Verification gets you through the gate.
Every Hero has to meet our 10-Step Trust Standard — licensing, insurance, reputation, review patterns, history and track record. Not every business makes it. That's the point.
Fit gets you recommended.
Being verified doesn't make you right for every job. We recommend the Heroes who genuinely fit this homeowner, this problem and this job — and we explain why.
Nobody can buy the recommendation.
Your partnership pays for the marketing we build around you. It never buys a recommendation for work you're not right for. That's exactly what makes it worth having.
Your reputation deserves good company. The businesses standing beside you have had to earn their place too.
Right now the real story of your business is scattered everywhere. Your website tells one part. Google shows another. Your reviews say things your website never mentions. And the most valuable part — what you actually know — lives in your head.
We bring it all together into your Business Source of Truth: one living record of what you do, what you're genuinely best at, the work you want more of, and the proof that backs it up.
It starts with a 60–90 minute Hero interview. We ask the questions. You talk about your trade. That's it.
And it keeps growing as your business does — new projects, new reviews, new services, new kinds of work you want.
Your Hero Business Hub is your definitive online presence. Not a directory listing with a logo, a phone number and a list of services — a full page built around your business: everything we've learned about you, your expertise, your articles and videos, a gallery of your work, your reviews, and why we back you.
Recurring blocked drain · Dee Why
[Hero name] — Plumber
Why we recommend them for this job: they specialise in pipe relining, which fixes recurring blockages without digging up the yard. Customers repeatedly praise their clear explanations and upfront quotes.
Not “Great local plumber. Highly recommended.” — but why this Hero fits this job.
Your Hero Spotlight video
A 60-second video explaining, in our voice, why we back your business. Not a promo reel you paid us to say nice things in — a publisher explaining what earned you your place.
Understanding your business was never the end goal. Getting you more of the work you actually want is. Here's what we do with everything we learn.
We position you
Not as “another builder”. As the one who's genuinely good at the jobs you want — so the right homeowner thinks, “That's exactly who I need.”
We turn your expertise into marketing
Six Expert Content Campaigns. Each one takes a real question homeowners ask every week and turns your answer into an expert article, a short video and five social posts. You don't need to become a content creator. You just need to know your trade.
We put it in front of homeowners
Through your website and socials — and through My Local Hero's own channels, guides and category pages. Far more reach than you've built on your own.
We match and recommend you
Because we know the jobs you're genuinely suited to, we can put you forward when the right one comes along — and tell the homeowner why.
We reach homeowners closer to the money
Quote Checker helps homeowners who already have a quote on the table work out whether it stacks up. When you genuinely fit the job, we recommend you to the homeowner — and tell them why — while there's still a real job and real money about to be spent.
We help AI recommend you
Your Hub gives Google and AI far more to work with than a logo and a star rating: what you're best at, the jobs you fit and the proof behind it. And because My Local Hero is built from real local tradies' expertise, we're building it to become a trusted source AI turns to when Northern Beaches homeowners ask who to call.
One homeowner question, seven pieces of marketing
“What should a bathroom reno really cost?”
And we don't stop at one. We build six campaigns for you — that's 42 pieces of marketing built from your expertise: 6 articles, 6 videos and 30 social posts.
You're not building an audience on your own. Every Hero's expertise brings homeowners to My Local Hero — and once they're there, they find you.
Another Hero's article brought them in. Your expertise wins the job.
The more Heroes on board, the more homeowners there are for everyone. Your competitors will still be marketing one campaign at a time, on their own. You'll be part of something that keeps building on itself.
Ask most tradies what they want and they'll say “more work.” But that's not quite true, is it?
You want more of the jobs you're genuinely good at. The work that pays properly. The jobs you'd happily do again next week. The customers who value what you do — instead of treating every quote like a race to the bottom.
Most marketing doesn't know the difference. It promotes “plumber”. It doesn't know you'd take a complex relining job over ten tap washers any day of the week. It promotes “builder”. It doesn't know you're brilliant at high-end renos and would rather not spend your week quoting tiny patch-up jobs.
My Local Hero learns the difference — and uses it to position, match and recommend you. So the right homeowner looks at you and thinks:
“This is exactly who I need.”
Your work preferences
Example only — every Hero's preferences are captured in their interview and updated at each monthly check-in.
This is the heavy lifting, done upfront in your first few weeks. Your time: a 60–90 minute interview.
Business research & gap analysis
What's already strong, what's missing, and what homeowners can't currently see — delivered as your gap report.
Deep Hero interview
60–90 minutes to get the knowledge, judgement and experience out of your head and into the system.
Your Business Source of Truth
The living record behind how we understand, represent and recommend your business.
Your best-fit work profile
The jobs you're best at, the work you want more of, and what we'll recommend you for — backed by your proof.
Verification
Your 10-Step Trust Standard check and Verified Hero status.
Your Hero Business Hub
A full page built around your business — your expertise, articles, videos, reviews and why we back you. Including a professional gallery of 6 high-quality images created from your own photos.
Your Hero Spotlight video
“Why My Local Hero Backs This Business.” Yours to use on your website, socials and YouTube.
Your Reputation Growth System
A simple, repeatable way to keep genuine customer reviews coming.
Your Expert Content Plan
Built around the homeowner questions that lead to the work you want.
Founding Hero & “As Seen On My Local Hero” badges
Take the third-party credibility into your own marketing.
Six Expert Content Campaigns
6
expert articles
6
short-form videos
30
social posts
We roll them out one a month over your first six months — so every month there's a new expert article, video and set of posts going out under your name.
Built from your real expertise — not generic “5 signs you need an electrician” content that could belong to anyone. Yours to use on your website, socials and YouTube, as well as through My Local Hero.
| Business Source of Truth — research, gap analysis and your Hero interview | $2,500 |
| Hero Business Hub | $1,500 |
| Professional photo gallery — 6 high-quality images for your Hub, created from your own photos | $600 |
| Hero Spotlight video | $500 |
| 6 expert articles | $1,800 |
| 6 short-form videos | $1,800 |
| 30 social posts | $1,500 |
| Reputation Growth System setup | $1,499 |
| Verification | $99 |
| Best-fit work profile, Founding Hero badges | Only at My Local Hero |
| Total value | $11,700+ |
| Your Founding Hero Build | $1,499 + GST |
Later Heroes will never get these.
You're not paying to sit on a waiting list while My Local Hero gets built. We start working on your business from day one.
We get started
Research for your gap report begins, ahead of your Hero interview. Your Source of Truth starts taking shape.
We build
Your Hero Business Hub, Spotlight video and review system are built. Your content campaigns are planned and created.
We're already marketing you
We start marketing your business with your articles, videos and posts on your own website, socials and YouTube. And fresh reviews start landing on your Google listing.
We amplify
My Local Hero goes live and amplifies everything already built. Your three months of free category-page banner ads begin, and you start featuring in “Meet our Founding Heroes” on the home page.
You don't arrive on launch day with an empty page. You arrive with your expertise captured, content already built, proof already growing and marketing that's already working.
You build the foundation now. Launch adds the amplifier.
A lot of marketing gets built once and slowly goes stale. The page stops changing. The old posts sink down the feed. The reviews slow down. That's not what you're paying for.
| Exposure — getting you seen | |
| Stay front of mind with local homeowners, every week — a fresh post on your socials with homeowner tips and answers from your trade and your name on them, posted for you along with your articles and videos (or ready for you to post) | $400 / mo |
| Homeowners finding you around the clock — your expert articles and videos keep bringing them in from Google, AI and social, with every reader one click from your Hub | Only at My Local Hero |
| Homeowners sent straight to your trade's page, where you're featured at the top as a Founding Hero — through regular promotion on My Local Hero's socials and the Northern Beaches Pulse | $150 / mo |
| In front of homeowners right when demand for your trade peaks — through seasonal campaigns and guides, like pre-storm roof checks or pre-summer aircon servicing | $100 / mo |
| First in line when homeowners browse your trade — a top spot on your category page, shared with no more than four other Founding Heroes and above every Hero who joins later | $150 / mo |
| Homeowners trusting you before they call — your own expert FAQ on your Hero Hub. We publish your answers to the questions homeowners ask most, and add new ones whenever your monthly calls uncover something worth sharing | Only at My Local Hero |
| A growing pool of local homeowners to be seen by — every month we're out winning more Northern Beaches homeowners to My Local Hero | Only at My Local Hero |
| Your expertise, marketed | |
| Fresh marketing without lifting a finger — Scoop, our AI reporter, calls you each month for a quick 5–10 minute chat at a time that suits you, and we turn what's new into an expert answer, a featured job, a new article or a Hub update | $300 / mo |
| Pitched for the jobs homeowners are actually looking for — we sharpen how you're presented using what local homeowners search for and ask | Only at My Local Hero |
| Getting you the right work | |
| Recommended to homeowners for jobs you genuinely fit — not random leads. We tell them why you're the right fit for their job | Only at My Local Hero |
| Recommended when a homeowner already has a job and money ready to spend — when they're unsure about a quote they've been given, they use our Quote Checker for a second opinion, and if you're a strong fit, we recommend you | Only at My Local Hero |
| A better chance of being recommended by Google and AI — we give them detailed information about your business, set out in a way they can read, so they understand what you're best at | $250 / mo |
| Your reputation and presence | |
| A steady stream of fresh Google reviews — your Reputation Growth System automatically asks all your customers, not just the ones who find you through My Local Hero | $650 / mo |
| An online presence that never goes stale — your Hero Business Hub, hosted and kept current, with a live feed of your latest 25 Google reviews, updated daily | $100 / mo |
| Proof of what you're paying for — see every bit of work we do for you in your Hero portal | Included |
| Total value Plus everything marked “Only at My Local Hero”, which you can't buy anywhere else | $2,100+ / mo |
| Your Founding Hero rate | $499 + GST / mo |
Locked in for life while you remain an active Founding Hero.
See all of it, any time.
Your Hero portal shows every bit of work we do for you — and every month Scoop, our AI reporter, checks in with you on a quick 5–10 minute call.
You'll never wonder what you're paying for.
I started My Local Hero because I needed it, and it didn't exist.
I was renovating, and I hired a lot of tradies. Some were brilliant. Some were shockers. One plumber ripped me off badly enough that I eventually took him to NCAT.
But what stuck with me was this: at the start, I couldn't tell the difference. The great ones and the shockers looked remarkably similar from the other side of a screen. Good reviews. A decent website. Great photos. Plenty of confidence. And confidence isn't the same as competence.
The more tradies I got to know, the more I realised the problem runs both ways. I heard about paying for leads, then racing four other businesses to quote. About customers who ghost you after you've driven out and priced the job. About price shoppers burning your time.
Same problem, two sides. Homeowners can't see who's good, so they choose on price and confidence. And great tradies pay for it.
I've worked in journalism since I was 19 and in marketing since 2010. My career has been about asking the right questions, uncovering what really matters and turning it into something people understand. That's exactly what My Local Hero does for great local businesses.
“Great tradies shouldn't have to win on price.”
Nicole Warnock
Founder, My Local Hero
Founding Hero #1“We've found that companies with massive marketing budgets are the ones pulling in most of the work in our industry, regardless of their experience and expertise. People often don't know what to look for or how to tell the difference. That's why we are excited about partnering with My Local Hero.”
Kevin Barry, Owner — Streamline Drains & Pipelines
Plumber · Pipe relining specialist
You're getting in while we're building the homeowner audience. When My Local Hero becomes the place Northern Beaches homeowners check before they hire, Founding Heroes won't be trying to get in.
They'll already be there.
30
Founding Heroes, total
5
maximum in any one trade
1
first group — ever
Top of your trade, for good
The five Founding Heroes in each trade share the top of their category page — listed above every Hero who joins after them — for as long as they're active. Later businesses can't pay to bump you.
Your price, locked
Later Heroes will pay $1,999 for the build and more each month. Your $499 stays locked for life while you're active — even as the platform and audience grow.
A head start nobody can copy
Months of content, proof and history before later Heroes arrive. They can join. They can't go back and build those months.
Exposure later Heroes never get
Three months of free banner ads on your category page from launch, plus a rotating spot in “Meet our Founding Heroes” on the home page.
Credibility you take with you
Your Spotlight video plus Founding Hero and “As Seen On My Local Hero” badges — on your website, socials and quotes.
Founding Hero status, for good
Later businesses can become Verified Heroes. They can't become Founding Heroes.
So the question isn't “Do I join now or later?”
It's “Do I start building the advantage now — or let someone else in my trade take it?”
Founding Hero Build
$1,499 + GST
Standard price after founding: $1,999
Everything we build for you. $11,700+ value
Ongoing Partnership
$499 + GST / month
Later Heroes will pay more each month. Your $499 stays locked for life while you're active.
Everything we do for you every month. $2,100+ value
Plus Founding Hero bonuses: a top spot on your trade's category page for as long as you're active, three months of free category banner ads and a home page spotlight. Later Heroes never get these.
Total to get started: $1,998 + GST — your Build plus your first month.
For perspective: we normally charge $1,499 to set up the Reputation Growth System on its own — plus $650 a month. As a Founding Hero, your entire build is $1,499, and your entire partnership is $499 a month.
That's about $16 a day.
One extra job you actually wanted could more than pay for it.
You could buy parts of this elsewhere — a video here, some content there, a review tool. You couldn't buy the whole system: your business, built into a platform designed to put you in front of Northern Beaches homeowners before they choose who to call.
What we can promise is the work.
We can't promise you a set number of leads every month. Nobody credible can.
What we promise is that real work happens around your business every single month — and you'll see every bit of it in your Hero portal.
You apply
A short application about your business. It takes about 90 seconds, and there's no payment to apply.
We check you against our Trust Standard
We run your business through our 10-Step Trust Standard check. Not every business makes it.
A quick welcome call
If you're verified, we'll call for a quick 5–10 minute chat to answer your questions and book your Hero interview.
You secure your place
You pay your Build and first month, and the work begins: research, your gap report, your Hero interview — then your Hub, content and marketing.
No. A directory lists your business and leaves the homeowner to figure out the rest. We learn your business properly, build your Hero Business Hub, turn your expertise into marketing, promote you to homeowners, grow your reviews and recommend you when you genuinely fit the job. And every Hero has to pass our 10-Step Trust Standard — you can't simply pay to appear.
No. We don't sell the same lead to a pile of tradies and make everyone race to reply first or quote cheapest. And we don't take a percentage of the work you win.
No — and be wary of anyone who does. What we commit to is the work: promoting your business, building your proof, keeping your Hub current and recommending you for the right jobs. You'll see all of it in your Hero portal.
No. Your partnership pays for the marketing we build around your business. It doesn't buy our recommendation. We recommend a Hero when we genuinely believe they fit the job — and we explain why. If anyone could pay to be recommended, the recommendation wouldn't mean much.
Your marketing starts from day one. We research your business, do your interview, build your Source of Truth, Hub, Spotlight video and review system, and start creating your content — which works through your own website, socials and YouTube before the platform goes live. Then launch adds another way for homeowners to find you, and your three months of banner ads begin.
When you join — alongside your $1,499 Build — because the work starts immediately too. You're not paying to wait for a website to launch.
A quick 5–10 minute welcome call before you join, then a 60–90 minute Hero interview with our team. After that, a quick 5–10 minute check-in call from Scoop, our AI reporter, each month at a time that suits you. Your job is to run your business and know your trade. Ours is to turn what you know into marketing.
No. We do the research, ask the questions and create the articles, videos and social posts. You just review and approve what represents your business.
No. You can leave with 30 days' notice. Your active Hero presence, priority position and badges end with the partnership — but the articles, videos and marketing we created stay yours to use.
Good — we're not here to replace it. Your website is one place a homeowner can find you. My Local Hero is building a whole Northern Beaches homeowner audience around it — and everything we create can strengthen the marketing you already have.
Homeowners with a real quote for a real job can check whether the price stacks up, what to look for and whether a second opinion is worth getting. Where a Hero genuinely fits the job, we recommend them to the homeowner while the job's still on the table. It's built to help homeowners decide better — not to start a price war.
More homeowners now ask AI the questions they used to type into Google — not just “plumber near me”, but “who should I call for this?” AI can only recommend what it can find and understand. Your Hub, and everything we know about your business, gives it far more to work with than a logo, a star rating and a list of services. We can't control what ChatGPT, Google or any other AI chooses to recommend — nobody can. What we can do is make sure your business is properly understood, and build My Local Hero into a trusted local source AI can draw on.
Then My Local Hero changes with it. New services, new areas, new kinds of work you want — or never want to see again. That's what the monthly check-in is for.
You built a business worth choosing.
My Local Hero's job is to help the right homeowners understand why.
