I ask for deposits for every new client I never used to however I made a decision based on a few safety concerns I had at the beginning of the year with people having my address & not turning up & someone even followed me home (made a booking didn't show but then followed me home and started sending me sms off various numbers about my address, car etc) so it was either close my books books and see no new clients or request a deposit for the first interaction, I have it on my ads and on the first message I send I have heaps of deposit methods available & if they don't wish to pay that's absolutely fine I find being upfront in the very first message means I don't waste their time or mine. I just feel safer knowing they've paid a deposit and are going to come before I hand over my address.
I completely understand where clients come from around not wishing to pay a deposit, however for me my safety and security is the most important thing.
I get push back from alot of clients who say cash only or they've been scammed in the past and that's why I'm so upfront about it.
I let three new clients not pay deposits in July and all three didn't show, all three were twitter followers and I gave them the benefit of the doubt around the deposit.
Every single person works differently and what works for them might not work for someone else.