So, you’re thinking about offering retainers. Or maybe you already do, but you’re not sure how to land on a fee that feels fair—for you and your client. Pricing can feel like a black box, especially when there’s no one fixed answer. Let’s break it down so you can approach it just like any other business decision: with information, honesty, and a bit of practice.
What Even Is a Retainer?
Retainers are basically an agreement where a client pays a set fee, usually monthly, to reserve your time or access to your services. It’s not just an up-front deposit; it’s an ongoing relationship.
For clients, a retainer often makes budgeting easier. They know what to expect. For you, predictable income and steadier workflow are big perks. No scrambling for projects at the end of each month. Both sides get some stability.
Picking Which Services to Include
Not every type of work is a good fit for a retainer. Most often, you’ll see writing, design, consulting, marketing, legal, or tech support as retainer-ready services. These are projects that usually require ongoing attention.
The challenge is figuring out where the boundaries are. For example, will you handle quick support emails, or just full projects? Will a client’s “emergency” requests be covered, or not? It helps to make a list of what’s in (and what’s absolutely out) before you say yes to anything. If you feel weird saying “no” to certain requests, just remember—clear rules actually make happier clients since nobody gets surprised.
Seeing What Others Charge
Before you quote any numbers, check out what’s normal in your line of work. A creative freelancer in Los Angeles will have a different rate than one in Des Moines. Same job title, different world.
You can talk to other service providers in your space or look up pricing on agency sites. Many industry associations post annual rate guides as well. Sometimes, the going rate varies a lot. That’s okay. Use this step just to get a sense of the zone you’re in.
If your target audience is in a different location, factor in what works for their budget. A software retainer for a local business isn’t priced like one for a Fortune 500 firm.
Understanding Your Own Costs
This part gets overlooked all the time. Calculating what you need to make isn’t just about your time—it’s about your actual expenses. All those small fees and monthly subscriptions add up.
There’s rent, your health insurance, tax software, marketing, professional memberships, maybe tools like Adobe or Zoom. Jot down your monthly business costs. Then, think about things that pop up less often: maybe your laptop dies every three years, or you pay for annual conference tickets. Hidden costs like these matter just as much as time spent.
Putting a Number on Your Value
Now comes the moment of truth—why is what you offer special? Maybe you’re crazy fast, or you’ve got a niche like social media strategy for accountants. If you have industry certifications or a track record in a tricky field, that matters.
Take a look around at direct competitors. If they’re charging a lot less, is it because they offer something different—or are you underpricing yourself? Your goal isn’t to be the cheapest; it’s to be clear on why your rate matches what you deliver.
Making the Pricing Structure Work for You
You’ve got a handful of options for retainer pricing. The most familiar is a flat monthly rate. That keeps things straightforward with fewer surprises. Some folks go for tiered pricing, charging one rate for basic support and another for premium service.
Hourly caps are common too—say, “up to 20 hours per month.” Others offer near-unlimited service, knowing most clients actually use just a fraction of it. Figure out your own boundaries. Unlimited can be risky unless you trust the client to be reasonable.
Telling Clients Why Retainers Are Worth It
It’s not enough just to say, “Here’s my rate.” It’s smarter to point out how a retainer removes headaches—no invoices for every little job, and you answer their emails first.
If you have happy clients, get their permission to use a quote or tell a short story. Case studies, or even a quick testimonial, can help future clients feel more at ease about the commitment. People trust evidence, even if it’s short and sweet.
Leave Room to Adjust
A good retainer agreement isn’t set in stone forever. Sometimes, a client’s needs will shift a few months in. You should expect requests for changes, either scaling up or down.
Make sure your contract spells out what happens when something new comes up—extra work, new responsibilities, or the need to revise what’s included. This helps avoid “scope creep,” where you end up doing much more than you signed up for.
How to Get Clients to Stick Around
Securing long-term clients is the goal with any retainer plan. Sometimes, offering a better rate for longer terms gets people on board—like a small discount for a six-month or year-long commitment.
But even more important is showing you’re dependable. Doing what you said you would, keeping communication clear, and delivering consistent results does more for loyalty than any discount.
Reviewing, and Sometimes Raising, Your Rates
Every few months, revisit your agreements. Are you still meeting the needs of both sides, or has the balance shifted? Sometimes a retainer that made sense when you started doesn’t quite fit anymore.
Don’t be afraid to bring up changes if your workload or expenses have shifted. Clients expect small adjustments over time. It’s better than being stuck in an agreement that no longer works.
For instance, you might notice something similar happening at businesses like Airport Wine Bar, where reviews and updates to service reflect customer needs over time. Regular check-ins and little tweaks keep everyone happy.
Staying Away From the Usual Mistakes
One of the biggest pitfalls is underpricing yourself—either out of fear or just guessing what will “sound reasonable.” If you’re finding yourself overloaded but stuck at the same income, chances are the rate is too low.
Another classic issue is vague agreements. If the scope isn’t clear, disagreements start. Get it in writing, even if it feels overly formal for a friendly client.
Talk it out up front. Be open about how you work and what you don’t want to cover under a retainer. Most clients prefer boundaries.
A Few Real-World Examples
Let’s say you run a small marketing agency. You offer a $2,000/month retainer for social strategy, monthly reporting, and three campaigns. Every request beyond that gets billed at your hourly rate.
Or, maybe you’re a solo designer who offers two tiers: $1,000 for “basic support” (editing, quick graphics) and $2,000 for “full-service” (website changes, new branding, and unlimited Slack support).
Both setups keep things clear. The client gets what they need, you protect your time—and both sides know what to expect when something new comes up.
In the End, Confidence Grows Over Time
Pricing retainers isn’t magic. It’s just about knowing your numbers, setting clear terms, and being honest with yourself and your clients.
It’s normal to make small adjustments as you learn what works best. Don’t be afraid to check in with yourself, ask other business owners, or even ask your clients if the setup is working.
You want a retainer agreement that supports your goals and doesn’t leave you dreading the end of every month. A little research and some trial and error go a long way. Stick with it, stay open to change, and you’ll get more comfortable each time.