Most plumbers focus their daily attention on technical challenges and quality workmanship, but the findings from our latest industry study reveal insights on how professionals approach their business growth. The Contractor Training Center recently commissioned a comprehensive workforce study to get inside the heads of industry professionals and understand what’s driving their decisions, challenges and career aspirations..

The center surveyed more than 600 plumbing and heating professionals this past August and September. What it found tells a story of an industry that’s changing, but not in the ways you might expect.

The findings reveal that professionals are embracing technology, investing heavily in their skills, but still rely on time-tested relationship-building strategies to grow their businesses.

Relationships still rule

Despite what every marketing consultant will tell you, old-school networking, such as word-of-mouth marketing and gaining new customer referrals from current satisfied customer still beats digital marketing when it comes to landing jobs.

Nearly seven out of 10 contractors—69%, to be exact—said word-of-mouth and customer referrals are their primary source of new business. Building relationships with general contractors came in second at 58 percent.

Digital marketing? Despite all the buzz, it still lags behind these tried-and-true methods..

In other words, your reputation matters more than your Instagram follower count. The contractors who understand this—who return calls promptly, show up when they say they will and stand behind their work—are the ones who stay busy.

However, while contractors are still relying on the tried-and-true ways to find work, they’re definitely using new technology to do the work. For example, construction management apps have hit 43% adoption, and a third of professionals are using mobile devices and specialized apps to run their operations more efficiently.

What’s particularly interesting is that emerging technologies like AI and machine learning tools are gaining traction at 32%, signaling a shift toward more data-driven practices.

Nobody’s expecting robots to replace plumbers, but the smart money is on using technology to handle the paperwork and scheduling headaches that eat up your day.

Entrepreneurial mindset

When asked about their goals for the next two years, 60% of contractors said growing their business revenue was the top priority, more important than just increasing their personal income, which came in at 42%.

Additionally, 25% are actively pursuing additional licenses or certifications, indicating a commitment to professional development that goes hand-in-hand with business expansion. What’s more, the research shows that the average spending on exam preparation now reaches $1,162, slightly higher than the $1,005 average across all contractor verticals.

This substantial investment in professional development reflects the industry’s recognition that staying current requires continuous learning and certification. 

The real skills gap

While technical expertise remains the foundation of plumbing work, CTC’s research uncovered something that might surprise many: The biggest skills gaps are actually in non-technical areas. Estimating leads the list at 41%, followed by pricing (33%), project scheduling and management (29%), and bookkeeping (28%).

This finding highlights a critical challenge facing the industry. Plumbers have the technical skills to do excellent work, but struggle with the business side of their operations. The ability to accurately estimate jobs, price services competitively, manage projects efficiently, and maintain proper financial records often determines the difference between a successful plumbing business and one that struggles to grow.

When it came to training priorities, 45% want better estimating and bidding training. Forty-two percent are looking for project management skills. OSHA and related safety compliance and job costing workshops tied at 35 percent each.

The operational challenges contractors face reflect these gaps. Material cost fluctuations keep 35 percent of contractors up at night. Finding qualified labor worries 30 percent, as does staying competitive. Cash flow management concerns 24 percent.

These challenges require sophisticated business management skills that go far beyond technical plumbing expertise.

Looking ahead

The plumbing industry isn’t abandoning what works—relationships, quality work,and solid reputations still matter most. But the definition of what it takes to run a successful plumbing business is expanding.

You can be the best plumber in your market, but if you’re consistently underbidding jobs, missing project deadlines or struggling with cash flow because you can’t manage your books, you’re going to have a hard time staying in business.

The substantial investment in professional development demonstrates a commitment to growth and improvement. However, the skills gaps in business management areas present both challenges and opportunities, in terms of where to focus some of the skills training.

The contractors who are thriving aren’t just master plumbers, they’re becoming better estimators, project managers and accountants. 

The good news? The industry recognizes the problem. Training programs are evolving to address both sides of the business—the technical skills that have always mattered and the business skills that matter more than ever.

For the industry as a whole, these findings suggest the need for more comprehensive training programs that address both technical and business skills, which reflects the increased demand that CTC is seeing for courses that help professionals bridge these gaps.

For individual contractors, the message is straightforward: If you can’t estimate accurately, manage projects efficiently, or understand your numbers, you’re competing with one hand tied behind your back. Those are learnable skills, and investing in them might be the best business decision you make this year.

The plumbing industry has always been essential. Now it’s also getting smarter about the business side of things. And the contractors who figure that out first are going to have a serious competitive advantage. 

Patrick Hayes is general manager at Contractor Training Center (contractortrainingcenter.com) by Colibri Group, an online platform that has helped thousands of professionals in construction, electrical, plumbing, HVAC and more achieve their licensing goals.