How to Build a Retainer Offering as a Solo Freelancer

A Complete Guide to Creating Recurring Income and Long-Term Client Relationships

Freelancing gives you freedom — to choose your projects, set your schedule, and work on what matters most.
But freedom without financial consistency can quickly turn into stress.
The constant cycle of finding new projects, chasing invoices, and worrying about next month’s income is exhausting.

That’s why many experienced freelancers eventually move towards retainer agreements — structured, ongoing relationships with clients that provide stable, predictable income.

This guide walks through everything you need to know to create a retainer offering as a solo freelancer — from pricing and packaging to managing and scaling them effectively.

What Is a Retainer (and Why It Changes Everything)

A retainer is a recurring agreement between you and your client where they pay a fixed fee — usually monthly — in exchange for guaranteed access to your time, expertise, or deliverables.

Think of it as the difference between dating and a long-term partnership.

In project-based work, clients hire you for one job, and once it’s done, so is your income. With a retainer, you maintain an ongoing relationship — you become a trusted part of their business, not a temporary resource.

Common retainer formats:

• Time-based retainers: Clients pay for a set number of hours per month. (e.g., 10 hours for updates, fixes, or consultations.)

• Deliverable-based retainers: Clients pay for defined outputs. (e.g., 4 blog posts or 3 design assets per month.)

• Access-based retainers: Clients pay for your priority availability and quick responses (often used by consultants or coaches).

Each model has its pros and cons — but all share one major benefit: predictability.

The Business Case for Retainers

Let’s break down why retainers are such a powerful model for freelancers.

1. Predictable Monthly Income

When you start each month knowing you’ll earn at least £2,000 or £3,000 from retainer clients, you can plan ahead. That stability lets you invest in better tools, take breaks, and focus on quality work instead of constant prospecting.

2. Deeper Client Relationships

Retainer clients stick around longer. You understand their business better, they trust your judgement, and the collaboration becomes smoother. You move from being a “service provider” to a strategic partner.

3. Less Admin, More Flow

No constant proposals. No onboarding cycles. You can spend more of your week doing meaningful, billable work instead of chasing new leads.

4. Easier Forecasting and Planning

You can project future revenue, plan your workload, and even scale with confidence. It’s the freelance version of having a salary — but with control and flexibility intact.

What Makes a Service “Retainer Friendly”?

Not every freelance service fits a retainer model — but most can be adapted.
The key is repetition and ongoing value.

Ask yourself:

• Does this task repeat every month or quarter?

• Does my client need maintenance, updates, or insights over time?

• Can I bundle ongoing availability or access as a value-add?

How to Design a Retainer Offer That Clients Actually Want

The biggest mistake freelancers make is offering a retainer that’s vague — “I’ll be available for 10 hours a month.”
That doesn’t tell clients what they’ll get or why it’s worth it.

Instead, build your offer around clear deliverables and outcomes.

1. Define the Core Value

What problem does your retainer solve continuously?

• “Keeping your site updated and secure.”

• “Ensuring your brand stays visible with weekly content.”

• “Maintaining consistent growth in your online traffic.”

That’s the emotional hook — the “why” behind the retainer.

2. Package It Into Tiers

People like choices, but not too many.
Offer 2–3 tiers, clearly showing how the value increases.

Each tier builds naturally from the last, making upselling easier later.

3. Set Boundaries (and Enforce Them)

Always define:

• What’s included

• What’s not included

• Turnaround times

• How extra work will be billed

You can outline this in a short retainer agreement or within your contract’s scope section.

How to Price Your Retainer

Pricing is part art, part math.
Here’s a practical formula you can start with:

(Average hourly rate × hours per month) – 10% loyalty discount = retainer price

The small discount encourages clients to commit long-term.

Example:
If you charge £60/hr and expect 10 hours a month, that’s £600. Offer a £540/month retainer and guarantee availability.

Over time, you’ll discover that the effective hourly rate is higher because retainers cut out unpaid admin, sales calls, and project downtime.

Tip: Review your pricing every 6–12 months. As you deliver more value and become indispensable, you can gradually raise rates.

How to Pitch a Retainer to an Existing Client

Your best retainer prospects are people who already trust you.

Here’s a sample 4-step pitch that feels conversational, not salesy:

1. Review past projects.
   “We’ve worked together on a few campaigns this year. I’ve noticed you need regular updates and content each month.”

2. Frame the benefit.
   “Instead of setting up a new contract each time, I can put you on a monthly retainer. That locks in my availability and simplifies billing for you.”

3. Show predictability.
   “You’ll have guaranteed deliverables, priority access, and a fixed monthly cost.”

4. Reduce friction.
   “Let’s start with a 2-month trial retainer — if it works for you, we’ll make it ongoing.”

You’re not asking for more money; you’re offering stability and convenience.

Managing Retainers Without the Admin Headache

Once you have several retainer clients, keeping track of everything — deadlines, deliverables, renewals — can get messy.

That’s where your CRM becomes your best ally.

Here’s how a lightweight CRM like SoloCRM can simplify things:

• Contact tagging: Label clients by retainer tier or service type.

• Automated reminders: Get alerts when it’s time to send updates, reports, or invoices.

• Recurring tasks: Set up monthly deliverable templates so nothing gets missed.

• Pipeline view: Track ongoing retainers alongside project work.

• Notes & history: Keep context for every conversation in one place.

This lets you manage multiple clients smoothly, without mental overload or forgotten deadlines.

How to Scale Once Retainers Are Running

After a few months, you’ll start to notice patterns: similar deliverables, similar client types, and recurring workflows.
That’s your opportunity to systematise and scale.

1. Document your process.
   Write down step-by-step workflows so tasks can be repeated or delegated later.

2. Automate routine steps.
   Use your CRM to trigger follow-ups, renewals, and invoices automatically.

3. Bundle add-ons.
   Offer small upsells — strategy calls, reports, templates — to increase each client’s lifetime value.

4. Track retention metrics.
   Use a simple KPI dashboard to monitor churn rate and renewal rates.

If you’re using SoloCRM, you can even tag “active retainers” and view renewal status at a glance.

Case Study: Turning One-Off Clients Into Recurring Revenue

Sarah, a freelance designer based in Manchester, used to spend half her month finding new clients.
She built a small retainer package: 3 hours of design updates + one strategy call per month for £300.

She pitched it to 5 of her past clients — 3 said yes.
That alone guaranteed her £900/month before she opened her inbox.

Within three months, she refined the offer and added a higher-tier package at £600/month. Two clients upgraded.
Her predictable income doubled, and she now books fewer, better-paying projects by choice.

The key takeaway? Start small, test, and improve.

Reviewing and Adjusting Your Retainers

No retainer should be static. Clients grow, needs evolve, and your expertise deepens.

Every 3–6 months, ask yourself:

• Are you delivering more than the plan covers?

• Is the client using all their hours or deliverables?

• Does the retainer still align with your skill level and pricing?

Be transparent — a quick review call can often lead to natural upsells or scope adjustments.

Common Retainer Mistakes (and How to Avoid Them)

MistakeFixBeing too vague about what’s includedWrite a clear scope and outline deliverables in your CRM notes.Underpricing earlyReview pricing every 6 months and adjust with confidence.Saying yes to every requestUse your retainer plan as a reference point for boundaries.Not tracking time or tasksAutomate reminders and tracking inside your CRM.Forgetting to renew contractsSet CRM renewal alerts to follow up one month before expiry.

Wrapping Up: Your Retainers, Your Freedom

Building a retainer offering isn’t about working harder — it’s about working smarter.
It replaces the feast-or-famine cycle with consistent, reliable income and long-term client relationships.

Start with one client. Offer a small, clear package. Track everything in your CRM.
Within a few months, you’ll notice a shift — less stress, more predictability, and a business that feels sustainable.

Retainers are more than a billing model. They’re a foundation for a calm, professional freelance life where growth feels steady and intentional.