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If you’re a plumber in a competitive market, you already know that providing excellent service is only half the battle.
With more and more people going online to search for local businesses, the real challenge is getting customers to find you and choose you over the competition.
Besides proven experience and a stellar reputation, you need an effective marketing strategy to stand out from the crowd of competitors all vying for attention online.
What you do not need is a massive budget.
In this article, we cover practical and cost-efficient marketing strategies that will help your plumbing business attract more customers, stay top-of-mind in your community, and outshine the competition.
1. Identify What Makes You Different
Plumbing is a highly competitive industry, and homeowners often struggle to decide which plumber to call when they have an urgent issue.
Ask yourself what will make them choose you, and take a step back to define your unique value proposition (UVP).
What do you offer that other plumbing services do not?
Your UVP can be:
- 24/7 emergency services.
- Specialty in eco-friendly plumbing solutions.
- Lifetime guarantee on certain repairs.
- Fastest response time in your area.
Once you’ve identified what sets you apart, make it the central focus of your marketing efforts. Feature it prominently on your website, social media, and ads to grab attention and build trust.
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2. Get in Front of Local Customers with Hyper-Targeted Ads
Not all advertising has to be expensive, but it does need to be strategic. Rather than casting a wide net, it makes sense to target the right audience—homeowners and businesses actively searching for plumbing services in your area.
Targeting ads can generate quality leads that are more likely to convert into paying customers.
- Google Local Services Ads: These ‘Google Guaranteed’ ads appear at the very top of search results, above traditional paid ads.
You only pay for verified leads, not clicks, making them one of the most cost-effective options.
- Facebook & Instagram Ads: Run targeted campaigns based on location, interests, and homeowner status.
Seasonal offers work particularly well. For instance, 'Winter Special: $50 Off Pipe Inspections!' or 'Spring Plumbing Check-Up – Book Now.'
- Nextdoor Ads: Nextdoor is a neighborhood-focused platform, meaning your ads will be seen by local residents searching for home services.
This is a great way to build trust and reach customers who are actively looking for recommendations.
- Retargeting Ads: You will find many customers who land up on your website but do not make a booking.
Use Google and Facebook retargeting ads to remind such users of your services and encourage them to come back and schedule an appointment.
Pro Tip: Video ads tend to perform better than static images. Try short, engaging clips showcasing your work, customer testimonials, or quick DIY tips to grab attention and build credibility.
3. Create a Loyalty or 'Priority Plumbing Membership' Program
Most plumbing businesses focus heavily on acquiring new customers, but retaining existing ones is just as important, if not more.
A loyalty program is a smart way to increase customer loyalty, generate recurring revenue, and ensure repeat business.
Source: Easy Plumbing.
Here are some benefits you can offer to customers who enroll in your loyalty program:
- Priority Services: VIP members get faster response times and jump the queue during emergencies.
- Discounted Repairs & Maintenance: Offer 10-20% off standard services like drain cleaning, water heater repairs, or pipe replacements.
- Annual Plumbing Check-Ups: Preventative maintenance helps homeowners avoid costly emergencies and keeps you top-of-mind.
Remember, 86% of consumers say financial rewards, ease of use, and simplicity are the most important loyalty program factors.
Offering an easy-to-understand program with clear savings encourages customers to sign up and stay engaged.
4. Build Local Authority by Getting Featured in Media & Blogs
Becoming a trusted plumbing service provider boosts your credibility and attracts customers without you having to spend money on paid ads.
When potential customers see your business mentioned in news articles, blogs, or community features, they’re more likely to view you as a reliable professional—making you their first choice when plumbing issues arise.
Here’s how to get some free PR for your plumbing business:
- Write Guest Blogs: Contribute helpful content to real estate websites, home improvement blogs, or neighborhood association newsletters.
Writing about 'Plumbing Upgrades That Increase Home Value' or 'How to Choose the Right Water Heater for Your Home' can establish your expertise while also helping direct readers back to your website.
- Get Featured in Community Spotlights: Local podcasts, business interviews, and chamber of commerce features are excellent ways to share your story and humanize your brand.
Homeowners want to hire someone they trust, and hearing someone talk about their experience and commitment to service helps build that trust.
- Leverage Social Proof: Once you’ve been featured in a news article, blog, or podcast, showcase it everywhere - on your website, social media, and marketing materials.
Add an 'As Featured In' section on your homepage with logos from media outlets mentioning you.
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5. Get Creative with Guerrilla & Experiential Marketing
Guerrilla marketing is a strategy that uses hyper-creative and unusual methods to attract attention to a brand. Experiential marketing creates memorable experiences for customers connecting with a brand.
Both of these low-cost, high-impact strategies can help your business generate buzz, social media engagement, and word-of-mouth referrals.
Here are some non-traditional ways of marketing your plumbing business:
Source: Event Marketer.
- Flooded Storefront Illusion: Use window decals or projections on your van or a local shop to create the illusion of water flooding inside, with a message like 'Don’t Let This Happen to You—Call [Your Business Name]!'
- Plumbing-Themed Street Performances: Hire a street performer dressed as a plumber to do live skits at community events, reenacting funny but realistic plumbing disasters while handing out promo cards.
- Leaky Faucet Sound Installations: Install motion-activated speakers near high-foot-traffic areas (like hardware stores) that play a slow, dripping sound, followed by a message: 'Annoying, isn’t it? Let’s fix that. Call [Your Business Name].'
- Plumbing-Themed Photo Booth at Events: Set up a photo booth with oversized wrenches, plungers, and a ‘leaky pipe’ backdrop at local fairs or markets. Offer a discount code for those who share their photos online with a custom hashtag.
Pro Tip: Guerrilla marketing works best when it’s unexpected, engaging, and encourages people to share the experience online. To encourage social sharing, incorporate a QR code that leads to your website or review page.
Make Your Plumbing Business Unforgettable
Standing out in the competitive plumbing industry requires more than great service. It calls for a creative marketing approach that grabs attention, builds trust, and keeps your business top-of-mind.
Even the best marketing strategies, however, need strong social proof to seal the deal.
Customers trust businesses with great online reputations, and the more positive reviews you have, the easier it is to get new jobs.
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