It’s a competitive world – especially for plumbers. Depending on the market, a residential plumbing company may have dozens, if not hundreds of competitors. The good news is that homeowners need plumbing services, but the reality is that generating leads and getting the phone to ring can be a challenge.

That’s why you need to make sure your business stands out from the competition. A good reputation and excellent customer service are still the main differentiators, but now there are digital tools that can help build your brand and a strong customer base. To highlight and elevate reputation in today’s environment, businesses should have an intentional marketing plan in place. Word-of-mouth and referrals will always be important, but now look different in an increasingly digital world.

First impressions matter 

The first step is to understand that your customers conduct substantial research before making a purchase decision. When seeking a service provider, consumers typically begin with an internet search, and often, a company’s online presence is the first impression. 

Websites, reviews and local listings can carry a lot of weight. An online profile will allow customers to gather information about the company, its credentials, and services available. 

Customers research providers on apps such as Thumbtack, seek recommendations on platforms like Yelp, Google and Nextdoor, and find top-rated local professionals on Angi, among others. It’s important to leverage these tools to ensure future success. 

One plumber recently told me they were not aware their company had online reviews, so they didn’t know what customers had posted about them. As business owners, it’s important to create, manage and monitor your online presence and brand reputation. This may include adopting new technologies and investing time to ensure your online business profile is accurately represented. 

To build a reputation, it’s essential to prioritize visibility and trust. Cover the basics on your website or social media pages and list the key services provided, including maintenance, installation, repair and replacement. Consider the other areas that may set the business apart, such as same-day scheduling, fast response times and off-hour availability for emergencies. 

Other areas that differentiate a business from the competition include training and certifications. Continued training is crucial due to evolving technologies for heat pump and tankless water heaters, etc. Original Equipment Manufacturer training for plumbers focuses on equipping professionals with the specialized knowledge and skills needed to install, maintain, troubleshoot and repair specific plumbing products and systems designed by a particular manufacturer. 

Becoming a certified service technician demonstrates a solid grasp of plumbing codes and foundational skills your customers look for in a service provider. As more plumbing categories embrace cutting-edge technologies, make sure you include information about your certifications in your online profile.

Your values define your business 

Plumbers protect the health of the nation. Plumbing is an essential business and homeowners care about reliability, trust and professionalism. They want to find a partner whose ethics and standards align with their needs.

The most successful companies I’ve seen have a clear purpose: to help people in their community. Sharing team bios and memorable stories about founders, employees or customers that communicate the businesses’ values, mission and vision helps foster familiarity. Customers want to know who they will be working with, what their training and experience has been as well as details about the business and the people behind it.

Plumbing companies can promote industry or local recognition by listing awards for achievement, innovation and community impact on their website or via social media such as Instagram or Facebook pages. Community engagement goes beyond everyday work and may include volunteerism or donations for disaster relief in the aftermath of hurricanes, tornadoes or wildfires. 

Plumbers have been sponsoring little league and bowling teams; golf and fishing tournaments, parades, fairs and festivals for decades. One reason many people go into business for themselves is to support their local community. Highlighting these types of partnerships, which are relevant to the market, will also resonate with customers. 

Offering special discounts, promotions and services can also be a beneficial way to attract new eyes as well as to keep long-term customers happy. I work with many plumbers who offer discounts for senior citizens or military veterans. 

Customers also appreciate financing options. I got into plumbing in 1993 and went into business in 2001. In the early 2000s, the average cost to replace a water heater was $400. Now it’s much more than that, and most Americans will need help paying over a period of time. Companies that offer financing options can highlight this service and differentiate themselves from competitors.

Lighten the load

There are many tools, platforms and partnerships available. Don’t settle on one channel. Invest in a variety of them and see what results in the strongest increases for the business. This can include local print advertising, running ads via social media and investing in SEO to increase visibility.

Rheem offers resources to its plumbing partners, providing the tools they need to be successful in their service area. Pre-designed templates for billboards, vehicle wraps, direct mail postcards and web banners as well as TV and radio ads are all part of the package to help our partners promote and grow their business. We also offer web design within our Pro Partner program and services such as RepBooster, an online reputation management program, which helps contractors monitor, manage and improve their online customer reviews and overall digital presence.

While most plumbers don’t see themselves as marketers, they do need to see marketing as a core business function. Understanding what works for their business model and what’s best in their service area is crucial.

Customers have access to more information than ever before, so being armed with background knowledge, support and meaningful partnerships will help your business stand out. 

Master plumber Tom McConahay is the national plumber support manager for Rheem. McConahay started as an apprentice shortly after he got out of the service in 1993, and eventually went into business for himself in 2001. In 2016, McConahay took his talents to Rheem to help plumbers become more efficient and better prepared through education, training, and building strong relationships.