Most freelancers think getting a retainer client means finding a brand new client who wants an ongoing engagement. That's one way. But the easier path is converting a project client you already have.
Start with clients you've already worked with
Think about project clients you've worked with in the past 12 months. Which ones came back for more? Which ones mentioned ongoing needs? Which ones were happy with the work but the engagement ended because the project finished — not because the relationship did?
Those are your retainer prospects.
The pitch is simple. You've already delivered something for them. You know their business. They trust your work. You reach out:
"I've been thinking about what we worked on together — there's a lot of ongoing value I could provide if you wanted to continue the relationship on a monthly basis. Here's what that could look like."
No cold pitch. No convincing a stranger. Just a natural extension of a relationship that already exists.
What to offer
Don't go in with a vague offer. Come with something specific.
💡 Examples by discipline
Web developer → maintenance and improvement retainer. Copywriter → ongoing content creation. Designer → monthly creative support. Consultant → monthly strategy and advisory.
Before you pitch, know your number. How to price a retainer walks through the math — most freelancers underprice their first retainer because they forget to account for availability, not just hours worked.
"I'll be available for 10 hours of development support per month — bug fixes, small feature updates, technical questions — for €900/month" is much easier to evaluate than "I could do some ongoing work for you."
What's in it for the client
Clients benefit from retainers too. Make sure they know this.
Priority access. You're their person. They don't have to find and brief someone new every time they have a need.
Predictable costs. Instead of varying project invoices, they know exactly what they're paying each month. That's easier to budget for.
Speed. Because you already know their brand, their code, their preferences — work that takes a new person days takes you hours.
If they're still unsure whether a retainer makes sense for them, retainer vs project billing lays out the tradeoffs from the client's perspective — useful to send as a follow-up.
The first month matters most
When a client agrees to a retainer, the first month sets the tone for everything that follows.
Over-communicate in month one. Set up your portal access on day one. Send a mid-month check-in. Make the first invoice the most unsurprising invoice they've ever received. A proper client onboarding process makes this repeatable — not something you figure out fresh each time.
✓ The goal
By the end of month one, the client should feel more informed about their engagement with you than they've ever felt with any freelancer they've worked with.
Once they're onboarded, protect the relationship with a solid retainer agreement — scope, revision rounds, payment terms, what happens if either side wants to end it.
retallio.app — manage your retainer clients from day one.