Ultimate Guide to Plumbing Lead Generation: Strategies to Boost Your Business

As a plumbing business, you know plumbing lead generation plays a key role in sustaining and growing your business. You see, with more and more people turning to the internet rather than a neighbor to find services, having a solid marketing plan to generate leads for your plumbing business is key.

As technology continues to change, so do the ways we can harness it to better reach potential customers. Digital lead generation tools have become a major help for plumbers looking to connect with people in need of their services. By embracing plumbing lead generation solutions, you can reach more people and bring in more business. 

Let’s explore how you can harness the power of digital plumbing lead generation to keep your company from going down the tubes.

Take action on leads, conversations, and feedback - all in one place

Why Lead Generation is Essential for Plumbers

In the plumbing business, getting new customers is what keeps you afloat. With a lot of other plumbers out there to contend with, you need a steady flow of new leads and customers to keep your workers paid and your lights on. Lead generation, which is just a fancy term for finding potential customers, can do just that.

One thing we want to get across is that plumbing lead generation isn’t just about getting phone numbers to contact; it’s about connecting with folks who are genuinely interested in paying for your services. When you have plenty of high-quality leads coming in, you’ve got more chances to make money and grow faster, which is great! So, whether you’re a big plumbing company or just starting out, having good lead generation strategies established is a smart move for keeping your business competitive in your local service area.

So, here are 7 simple ways to find more customers and keep your plumbing business going strong:

1. Understand Your Target Audience

To reel in those plumbing jobs, you’ve got to understand who you’re serving and what they need. That means getting to know your local area like the back of your hand and figuring out exactly what people there are looking for. Whether it’s fixing leaky pipes or installing new fixtures, understanding your customers’ needs is key to finding the right leads.

So, here’s what you need to do: 

Take the time to study your local market and figure out what makes your customers tick. Are they mostly homeowners? Renters? Do they have old houses with outdated plumbing, or are they in newer developments? 

You can easily find demographic information about a neighborhood by looking at realtor websites. These sites can tell you the average household income, family size, and what kind of amenities are nearby that you can tap into to find work too (commercial businesses, schools, etc.).

Last but not least, you can also submit surveys to customers or leads to learn more about who is coming to you for services. 

At the end of the day, the more you know about your customers, the better you can tailor your services to meet their needs. So, roll up your sleeves and dig into the details—you’ll be glad you did when those leads start pouring in.

2. Optimize Your Plumbing Website for Lead Generation

Did you know? Your website does not just act as a digital storefront for your business but can also be leveraged as a plumbing lead generation machine. Here are some minor tweaks you can make today for even more customers tomorrow:

Design for More Leads

When you’re building or updating your plumbing website, focus on making it absolutely effortless for people to reach out to you. Use clear wording and simple navigation that tell visitors what to do next. Keep everything neat and tidy so they can find what they need quickly.

Make it Mobile-Friendly

Lots of folks look up things on their phones these days, so make sure your plumbing website design looks good on any device. This way, whether someone’s on a computer or a phone, they can still find you and get in touch. 

Pro Tip: Incorporate click-to-call buttons on the mobile version of your site so that when people take an action, it automatically calls your business. 

Speed Things Up

Nobody likes waiting for a website to load. Make sure your site loads fast so people don’t leave before they even get the chance to see what you have to offer. You can do this by making image files smaller and organizing things better behind the scenes.

Some good tips for spring cleaning your website include:

  • Utilizing free tools to evaluate the speed of your website, such as Google Lighthouse.
  • Removing old assets, images, and outdated pages. 
  • Limiting the use of GIFs, native video files, and fancy moving graphics.
  • Deleting any unnecessary or broken code (something your web developer might need to do on the back end)
  • Utilizing a good quality website hosting service and DNS system.
  • Ensuring your website is secure against cyber threats that could degrade your site.

Make Asking for a Quote Simple

Make it super easy for people to ask for a quote or talk to you about your services. Put a big button or form on every page so they can get in touch without needing to search around. And don’t ask for too much information—just the basics will do.

Important things to include on your quote request form are:

  • Name
  • Phone number/email
  • Address
  • Service details (either a text box or a checklist)

Some optional things you can include are:

  • Business name (if you serve commercial customers)
  • Appointment availability
  • The option to upload photos

Pro Tip: Include a CAPTCHA (the little check box or image selector that proves you’re not a robot) at the bottom of forms to protect your business from unnecessary spam. 

Use Buttons that Stand Out

Sprinkle buttons throughout your website that tell people what to do next. Use words like “Call Now” or “Get a Quote” to encourage folks to take action. Put these buttons at the top and bottom of each page so they’re easy to find.

3. Leverage Social Media to Generate Plumbing Leads

Pick the Right Places to Be

Find out where your customers hang out online. If they’re mainly interacting with your content on Facebook or Instagram, that’s where you need to be. Don’t waste time on platforms that don’t match your audience.

Pro Tip: On your appointment booking form, you can include an optional checkbox list that asks the lead how they heard about you. In the list of options, include a short list of popular social media sites to better gauge what platforms you should be spending more time promoting on.

Share Stuff People Want to See

Nobody is interested in seeing post after post talking about the same boring pitch to contact you for plumbing services. When you post on social media, make it interesting! Share helpful tips, show off cool projects you’ve done, or let folks see behind the scenes.

If you want to inject a little humor into your posts, consider making your own custom memes. Memes can attract a lot of engagement and show users a more personal side of your business. 

(Source, Shamrock Plumbing)

The more interesting your posts are, the more likely people will follow you and think of you when they need plumbing help. It’s never too late to start, so go post your heart out!

Try Out Ads for a Boost

Sometimes, you need a little extra oomph to get your message out there. With social media ads, you can target exactly the folks you want to reach. You can aim for people in your service area or folks of a certain target demographic. It’s a great way to make sure your message gets seen by the right people.

4. Utilize Local SEO to Dominate Your Market

Get on Google Business Profile

Google Business Profile is the go-to place for users searching for businesses or services. When someone searches for a “plumber near me,” for example, if you want your business to show up at the top of that list, setting up your Google Business Profile listing helps make that happen.

Use Local Keywords

When you’re writing content for your website, sprinkle in some local keywords. Instead of just “plumber,” try “plumber in [your city].” That way, when someone searches for a plumber in your area, your website will pop up. Just make sure not to go overboard with the keywords, as this could hurt your search engine optimization (SEO) instead.

Keep Your Info Consistent

Make sure your business name, address, and phone number (NAP) are the same everywhere online. That means your website, Google Business Profile, Yelp, and anywhere else your business is listed. Consistency helps boost your search rankings because algorithms can gauge that your information is accurate and trustworthy enough to recommend it to others.

Build Local Connections

Get involved in your community by building relationships with charities and other local businesses. When they link back to your website, it tells search engines that your business is a big deal in your area. Plus, it’s a great way to get referrals from other local businesses, and residents.

5. Leverage Email Marketing Strategies for Plumbers

Build and Segment Your Email List

Do you offer a newsletter, insights, or promo emails? It might be a good time to start. 

First, you can try collecting email addresses from your website visitors. Offer something valuable in exchange, like a free plumbing guide, quote, or a discount on their first service. Once you have their emails, segment your list based on factors like location, service needs, or past interactions. This allows you to send targeted messages that resonate well with each unique group.

Craft Engaging Email Content

Now that you have their contact information, it’s time to get down to writing. Your emails should provide value to your subscribers while subtly promoting your plumbing services. Consider sending helpful tips for DIY fixes, seasonal maintenance reminders, or special offers. Personalize your emails whenever possible to make your subscribers feel like you’re speaking directly to them. 

Nurture Leads and Encourage Repeat Business

Use email sequences to nurture leads over time. Send a series of emails that educate subscribers about your services. You can share success stories and offer incentives to book an appointment. For existing customers, stay top-of-mind with regular newsletters, exclusive deals, and reminders for routine maintenance.

Also see: Definitive guide to plumbing marketing

6. Encourage Customer Reviews and Testimonials

Encourage Satisfied Customers to Leave Reviews

After completing a service, this is a great time to ask your customers to leave a review of their experience. Make it easy for them by sending an automated text or email with a link to your preferred review platform, such as Google Business Profile. Consider offering a small incentive, like a discount on their next service, as a token of appreciation for their feedback. 

Manage and Respond to Reviews

Regularly monitor your online reviews across various popular platforms. Respond promptly to both positive and negative reviews to show that you value your customers’ feedback. 

For positive reviews, express gratitude and reinforce the positive aspects of their experience. 

When addressing negative reviews, acknowledge the customer’s concerns, apologize for any shortcomings, and ask to speak with them via phone or email for further assistance. 

By actively engaging with reviews, you demonstrate your commitment to customer satisfaction, and this will enhance your reputation in the eyes of potential leads.

7. Pay-Per-Click (PPC) Advertising for Immediate Leads

Understanding PPC and Its Role for Plumbers

PPC advertising allows you to bid for ad placement in search engine results and pay a fee each time your ad is clicked. This method offers immediate visibility to potential customers actively searching for plumbing services by putting your business front and center, where it is sure to get noticed. By targeting specific keywords related to plumbing services in your ads, you can attract high-quality leads to your website.

Crafting Effective PPC Campaigns

  • Strategic Ad Copy: Create compelling ad copy that highlights your unique selling propositions (USPs), such as emergency services, affordable rates, or expertise in specific plumbing issues. Use clear and concise language to convey your message quickly.
  • Precise Targeting: Identify relevant keywords and phrases that your potential customers are likely to use when searching for plumbing services. You can also utilize location targeting to focus your ads on specific geographic areas where you operate.
  • Budget Management: Set a reasonable budget for your PPC campaigns and monitor performance closely to ensure optimal spending. Adjust your bids and budget allocation based on the performance of different keywords and ad groups to maximize your return on investment (ROI).

Monitoring and Optimization

Regularly monitor the performance of your PPC campaigns, including click-through rates (CTR), conversion rates, and cost per acquisition (CPA). It’s a great idea to leverage the analytics tools provided by the advertising platform to gain insights into which keywords and ads are driving the most leads.

Continuous Improvement

When it comes to ads, don’t be afraid to experiment. You can continuously optimize your PPC campaigns based on performance data and customer feedback. Experiment with different ad creatives, targeting options, and bidding strategies to refine your approach over time. After all, practice makes perfect. 

By staying agile and responsive to changes in the market, you can maximize the effectiveness of your PPC advertising efforts and generate a steady stream of leads for your plumbing business.

Also see: Plumbing Marketing: 8 Ways for Plumbers to Market Themselves

How to Convert Plumbing Leads to Customers

Act Fast to Secure Business

Running water waits for no one, and a person might dial multiple plumbers as they try to get an issue under control. The first plumber to respond often wins the job. So prioritize quick responses to gain an edge.

Schedule Appointments Efficiently

Arrange appointments promptly and communicate details clearly to avoid confusion. You can enlist the help of automated text reminders to ensure your clients are always in the loop.

Follow Up on Lost Leads

Don’t give up. Some leads may not convert initially, especially for installs that get delayed due to external factors. Follow up politely to reignite interest and potentially resecure the job.

Build Trust Through Communication

Nobody likes surprise charges. That’s why you should maintain regular communication during a repair or service call. Being transparent about progress and any challenges you come across along the way leaves a much better impression on your customers.

Provide Exceptional Service

It never hurts to go above and beyond. Exceeding customer expectations encourages repeat business and potential referrals. So, how can you superserve your customers?

It’s the little things that make a big difference:

  • Quick response times to questions or issues.
  • Plumbers taking their shoes off when they enter the house.
  • Leaving the place cleaner than you found it.
  • Walking clients through the repair process and showing them the final results.

Measuring Your Success: How to Track and Analyze Your Lead Generation Efforts

Key Metrics to Monitor

  • Conversion Rate: Keep an eye on how many leads turn into paying customers to see how effective your efforts are.
  • Lead Quality: Pay attention to how engaged and interested your leads are to ensure you’re attracting the right kind of potential customers.
  • Cost per Lead: Understand how much each lead is costing you to determine the efficiency of your lead generation methods.

Tools for Tracking

  • Google Analytics: It’s like having a personal detective right there on your website, showing you where your visitors come from and what they do while they’re there.
  • CRM Systems: Client relationship management (CRM) systems act as your digital notebook, keeping track of all your customer interactions with your email campaigns and leads.

Adjusting Your Strategies Based on Data

  • Identify Trends: Look for patterns in your data to see what’s working and what’s not over time.
  • Experiment and Adapt: Try out new ideas and approaches based on what your data tells you, and don’t be afraid to switch things up.
  • Continuous Improvement: Always strive to make your lead generation efforts better. Get advice from experts, fellow plumbers, and local businesses as you go to help you improve along the way.

Better your Plumbing Lead Generation with Broadly

Congratulations! You’re now armed with a powerful arsenal of lead generation strategies to give a major boost to your plumbing business.

So, what are you waiting for? Dive headfirst into action and unleash the full potential of your business. Whether you’re revamping your website, mastering social media, or conquering local SEO, every step you take propels you closer to your goals.

And remember, in your quest for plumbing greatness, Broadly is your trusted ally. Reach out to us today, and let’s turn your business dreams into reality. 

Watch your online reputation transform with Broadly