Getting new clients isn’t just about passing out business cards or waiting on referrals. If you’re trying to learn how to get security contracts, you need a focused plan, from knowing who to target to actually winning the bid. That means identifying the right niches, building local trust, showing off your experience, and using tech tools that help you stand out. 

In this article, we’ll cover: 

• Types of contracts and what clients expect
• Where to find contracts
• 8 helpful tips
• Common questions

Let’s start with what you need to know before you make any bids.

What to know before bidding on security contracts

Not all security contracts are the same. Some are long-term agreements with corporate clients, while others might be short gigs for events or construction projects. Knowing how to sell your security guard services is one part of the equation, knowing the kind of contracts you can bid for is another.

Here are the three most common types of contracts:

• Commercial contracts: These include office buildings, retail centers, warehouses, and industrial properties. Clients usually expect reliable coverage, strong reporting, and guards who can handle both routine patrols and unexpected incidents. These contracts often involve regular hours and clear responsibilities.
  
• Residential contracts: These are typically for gated communities, apartment complexes, and HOA-managed neighborhoods. These clients want guards who can balance security with friendly customer service, helping residents feel safe without being overbearing.
  
• Government contracts: These come from city, county, state, or federal agencies. They’re usually more structured and competitive, with strict requirements for licensing, insurance, and documentation. You’ll likely need to register on platforms like SAM.gov or your more local procurement sites to even qualify.

Each type of client comes with different expectations, but there are a few things most of them care about. These include:

• Professionalism and communication
  
• Visible presence and incident handling
  
• Accountability through time tracking and reports
  
• Licensing, insurance, and compliance with regulations

How to get security contracts: 8 tips

If you’re serious about growing your company, you’ll need more than word-of-mouth to land steady jobs. Learning how to get clients for a security guard company means knowing where to look, who to target, and how to present your services in a way that makes clients want to hire you.

Here’s how to get started:

1. Identify your target clients and niches

Not every contract is a fit for every company. Instead of trying to take on everything, focus on the types of clients you’re best suited for and try to get those clients. Schools, hospitals, warehouses, construction sites, retail, and event venues all have different needs (and different expectations).

Specializing can help you:

• Build expertise and credibility faster
  
• Get stronger referrals within a niche
  
• Create proposals that feel more tailored and relevant

For example, if you’re great with crowd control, leaning into event security makes sense. If your team is detail-oriented and good with routine patrols, HOAs or warehouses might be a better choice.

2. Build a strong online and local presence

One thing you’ll probably find out when you’re learning how to find security contracts is that having a local and digital presence is important.

Clients research you online long before they pick up the phone. Make sure what they see builds confidence by working on your digital marketing strategy.

Here’s how to get found:

• Google Business Profile: Claim and fully fill out your listing with photos, accurate hours, and services.
  
• Local SEO: Add your company to directories like Yelp, the BBB, and local Chamber of Commerce listings.
  
• Industry platforms: Set up profiles on sites like Thumbtack, Bark, or even Nextdoor. These can be great for short-term or local contracts.

3. Craft a winning proposal 

A good proposal shows that you understand the client’s needs and have the team to get the job done. Skip the cookie-cutter templates and work on customizing each proposal to show a personal yet professional touch.

Key things to include:

• Cover letter: A short, friendly intro that speaks directly to the client’s situation.
  
• Company background: A quick overview of your experience and services.
  
• Past performance: Share relevant wins or testimonials.
  
• Pricing breakdown: Be clear and competitive, but don’t undercut yourself.
  
• Team details: Highlight key personnel and why they’re a good fit.

4. Use referrals, testimonials, and strategic partnerships

When someone’s looking to hire a security company, they don’t just want a good price, they want proof that you’re dependable. That’s where referrals, testimonials, and strategic relationships come in. These are trust-builders that often matter more than your pitch.

Here’s how to put them to work:

• Ask for testimonials: After a successful job, reach out to the client and ask for a quick quote about their experience. Keep it simple, just a sentence or two is enough. Post these on your website, proposal materials, and Google profile.
  
• Get proactive with referrals: Let existing clients know you appreciate referrals. You can even offer a small discount or service upgrade if their lead turns into a signed contract.
  
• Build strategic partnerships: Connect with event planners, property managers, construction companies, and venue owners. These folks regularly need or recommend security services. Offer to partner up on bids or swap referrals when it makes sense.

5. Look at government and commercial opportunities

One of the best ways to find companies looking for security contracts is by checking out RFPs (Requests for Proposals) and open bids. These are public listings where organizations outline exactly what kind of security service they need and invite businesses like yours to apply. It’s a direct way to find real opportunities, not just leads.

Here’s where to look:

• Free directories: SAM.gov Contract Opportunities for federal government contracts, your local city or county procurement portals, and state department websites (search “security RFP + [your state]”)
  
• Paid directories: You can try websites like BidNet, GovWin, and FindRFP

To stand out, consider getting certifications that give you an edge during the bidding process:

• MBE/WBE: Minority or Women Business Enterprise
  
• DBE: Disadvantaged Business Enterprise
  
• Veteran-owned: Helps qualify for veteran-preferred contracts
  
• Small Business certifications: Offered by the SBA and often factored into evaluations

Some contracts require these certifications, while others just give bonus points for them. Either way, they show you're serious and credible.

6. Don’t skip compliance, licensing, and insurance

It might sound basic, but it’s one of the first things clients check. You’ll need:

• State licenses for both your company and individual guards
  
• General liability insurance
  
• Workers’ comp coverage

7. Retain clients and upsell

Winning a contract is great, but keeping it is even better. To build long-term relationships:

• Check in regularly to ask how things are going
  
• Offer new services when the timing’s right (like overnight patrols, camera monitoring, or parking enforcement)
  
• Use feedback to improve and show that you’re invested in doing the job well

8. Use technology and transparency to win and keep contracts

Today’s clients expect visibility, not just guard hours. If you want to stand out, using technology to your advantage is important. Here’s what modern clients look for (and how the right tools can help you deliver):

• Real-time visibility: Tools like Belfry let clients see GPS tracking, shift check-ins, and activity logs as they happen. It keeps them in the loop without needing constant updates.
  
• Client dashboards: A clean client dashboard makes it easy to check schedules, daily reports, and incidents all in one place, without chasing you down for info.
  
• Custom reports: Show how your team is performing with detailed reports on coverage, response times, and key incidents. It’s a simple way to prove your value.
  
• Operations tools: Belfry also helps on your end with scheduling, timekeeping, and payroll tools that keep your operation running smoothly.
  

Remember that transparency builds trust. When clients can clearly see what’s going on at their site, they feel more confident in your service, and they’re more likely to stick around and recommend you to others.

How to read an RFP without getting overwhelmed

RFPs can look intimidating, but once you know what to look for, they’re much easier to deal with. Focus on these key sections:

• Scope of work: What exactly does the client need? How many guards, what hours, and for how long? This will tell you what the client requires from you.
  
• Submission instructions: How should you send your proposal, and by when?
  
• Mandatory requirements: This includes security and business licenses, certifications, insurance, or even guard experience levels. Missing one of these can get you disqualified.
  
• Evaluation criteria: This tells you how the client will choose the winner. Price, experience, and technical approach are common factors.

Frequently asked questions

Do I need a license or insurance to get a security contract?

Yes. Most companies looking for security contracts expect vendors to have the proper state licenses and liability insurance before they even consider your bid. Without these, you’ll likely be disqualified right out of the gate. Double-check what you need with your state’s licensing board and make sure you carry general liability and workers’ comp coverage.

How much should I charge for security guard services?

Rates depend on your location, the type of client, and the scope of the job. Research your local market and factor in wages, overhead, insurance, and profit margins. Government contracts sometimes post pricing requirements in advance, which can be a good starting point for your bid.

Can new security companies win contracts?

Yes, if you present yourself professionally. Focus on smaller contracts at first, like short-term event gigs or subcontracting under a larger firm. Build experience, gather testimonials, and make sure your proposal highlights what makes your team a good fit.

What should I include in a proposal to get a security contract?

Your proposal should include a brief cover letter, background on your company, details about your team, pricing, and a few short examples of past work (if available). Keep it tailored to the client’s needs. Don’t just recycle a generic document.

Where can I find government security contracts?

Start with SAM.gov for contract opportunities for federal bids. Local governments and school districts usually post request for proposals (RFPs) on their city or county procurement websites. Also check portals like BidNet or GovWin. Just remember, these bids can be competitive, so read the requirements carefully before applying.

How do I build trust with potential clients?

Show that you’re organized, communicative, and reliable. Offering real-time reporting and check-ins through a tool like Belfry can go a long way. Clients want to know what’s happening on-site without having to chase you down for updates.

What's the best way to get contracts for a security company?

If you're wondering how to get contracts for security company growth, focus on a few key areas — build a strong online presence, network with local businesses, watch for new RFPs, and use tech to show your value. Most of all, deliver great service. Word of mouth still works!

How do security companies get contracts?

It usually starts with getting your name out there through referrals, local networking, or being listed on sites like Thumbtack or Bark. Some companies go after public bids and RFPs, while others focus on building relationships with property managers or event organizers. The ones that win contracts consistently show up professionally, respond quickly, and make it easy for clients to see what they’re getting.

Tools to help you serve clients like a pro

Knowing how to get security contracts is one thing, but being able to deliver top-notch service once you land them is what really sets you apart. As a security company, you can empower your team even more by using helpful tools to provide even better service. Belfry can help.

Belfry is an all-in-one security guard scheduling software that puts everything in one place, making it easier to manage your team.

Here’s how:

• Easy scheduling: Minimize scheduling conflicts and avoid unmanned shifts thanks to Belfry’s automated scheduling features that assign shifts based on site requirements, officer certifications, and training.
• Increased officer accountability: Belfry has GPS tracking and NFC-based guided tours to help you make sure your guards are adhering to their post orders. Geofencing alerts help alert you if a guard leaves their designated area.
• Digital incident reporting: Goodbye pen and paper — guards can more easily keep you up-to-date by sending digital incident reports through the Belfry mobile app. They can even attach any evidence if needed.
• Track certifications: Prevent license compliance lapses by inputting your officers’ licenses and certifications. Belfry tracks renewal dates automatically and sends notifications when they’re coming up.
• Custom reporting: Need to create reports? Belfry allows you to design tailored reports, including incident documentation, patrol activities, and compliance status.
• Simplified payroll: Belfry automates time and attendance tracking to make payroll easier. It also tracks overtime, labor expenses, and timesheets to make financial reporting a breeze.

Want to see how Belfry can help you provide quality service? Schedule a Free Belfry Demo today.