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can you reach out to people needing a sitter/walker or do people needing help have to reach out to you first?

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You can reach out to people via your social media contacts. As Rover suggests on your dashboard, post your profile on Facebook, Craigslist (though I've had bad luck with that one), NextDoor - anywhere your friends will see it and, hopefully, pass it on.

Some people put business cards in other local establishments, such as veterinarian offices or pet supply stores.

Additionally, I always have business cards with me in case it comes up in conversation and ESPECIALLY when I am walking my clients. "I love your dog!" "Thanks. It's not mine, I'm dog sitting." Things usually take off from there.

Good luck!

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No, Rover doesn't work that way. Sitters post profiles and clients review the profiles to find a sitter based on their criteria and the sitter's posted availability. There is no mechanism on Rover for a customer to post a "Help Wanted" type ad.