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Key points
- A retainer should bundle the service, the support, and the monthly report into one clear monthly fee.
- Charge a setup fee for the build, then a recurring retainer for keeping it running and improving it.
- Build the platform cost ($97 to $497 per month) and usage billing into the retainer so your margin holds.
Why charge a retainer?
A retainer turns one-time work into a monthly fee. Instead of getting paid once, you agree a monthly price for the ongoing work.
It also matches the value you deliver. The automation keeps working every month, so the client keeps paying every month. That is fair to both sides.
What goes in a retainer?
The setup fee
A one-time fee that covers the build: pushing the snapshot, configuring the automation, and going live. It also weeds out clients who are not serious.
The monthly service
The core offer running every month, like the receptionist answering calls or the review engine sending requests. This is what the client is really paying for.
Support and small changes
A set amount of support and small tweaks each month. Define it clearly so a client cannot ask for unlimited work under one flat fee.
A monthly report
A simple report showing the results: calls caught, reviews gained, jobs booked. Visible results are what keep the retainer renewing month after month.
Three retainer templates to start from
Starter retainer: one automation
One core offer, like missed-call text-back, with a small setup fee and a low monthly retainer. The easiest first deal.
Growth retainer: receptionist plus reviews
The AI receptionist plus a review engine, a larger setup fee, and a mid-level retainer. This is the tier many clients should land on.
Full system retainer: everything plus reactivation
The full bundle with database reactivation and priority support, a higher setup fee, and a top retainer. It raises your average price and anchors the middle tier.
What should you charge?
Price the retainer on the value the client gets, not on your hours. With a snapshot, your build time is small, so the outcome should set the price.
Cover your costs inside the retainer: the GoHighLevel plan ($97 per month Starter, $297 per month Unlimited, $497 per month Pro) and usage billing for email, SMS, and AI. If you ignore usage, a high-volume client can quietly eat your margin.
Common mistakes to skip
Mistake one: no setup fee. Charging only a retainer leaves your build time unpaid and attracts tire-kickers.
Mistake two: unlimited support for one flat fee. Define what the retainer includes so scope creep does not sink you.
Mistake three: ignoring usage billing. Email, SMS, and AI usage stack on top of the plan, so build it into the price.
Start with the 30-day trial
The trial through RocketLauncher runs 30 days. Most other links give you only 14.