How to Get More Plumbing Leads: 12 Timeless Lead Gen Methods for Plumbers - Housecall Pro
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How to Get More Plumbing Leads: 12 Timeless Lead Gen Methods for Plumbers

Two things every homeowner needs: The right plumbing inside their home and reliable plumbing services to keep everything functioning. Whether it’s making sure that the toilet is working or saving money on the cost of water, the plumbing industry plays a crucial role in the lives of millions of Americans. And with a booming housing market, the plumbing industry is growing at a rate far faster than other home services industries.

So how do you set yourself apart from the competition? With a little hard work, dedication, and good old-fashioned business know-how, you can pull in plenty of plumbing leads this year.

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Whether you’re just starting or you’ve been in this business for years, the lead generation landscape has changed. Only plumbing businesses that can adapt and use the best lead generation strategies will grow their business. It’s time to discover the best tips and strategies to help get more plumbing jobs and generate high-quality leads. Here are some of our favorite tips to keep the plumbing leads flowing in.

1. Acquire Leads With Local SEO

According to Think with Google Consumer Insights, a comparison of Sept. 2020–Aug. 2021 vs. Sept. 2019–Aug. 2020 showed a growth of 400% for “open now near me” searches. Imagine what local search traffic is like today, and you can register your free Google Business profile along with local PPC campaign strategies.

SOCi stated that their Consumer Behavior Index (CBI) research in 2024 found that 80% of U.S. consumers search for local businesses weekly, and 32% do so daily. This makes investing in local search engine optimization essential to increase qualified leads for your plumbing company.

How to Initiate Local SEO Campaigns

Conduct local keyword research: Use tools like Google Keyword Planner or Semrush to find relevant local keywords and content ideas. If you’re on a tight budget then simply conducting a Google search will reveal “people also search for” data with relevant keywords.

Focus on finding keywords with local intent like “plumber near me” or “emergency plumber [city name]“. Take a look at your competitors and see what kind of keyword they’re going after, that’ll give you a good idea of the ones to target. 

Claim & optimize your free Google Business Profile: Ensure all business information (name, address, phone number, website, hours) is accurate and complete. Selecting your relevant business category is one of the biggest local SEO ranking factors (i.e plumber, plumbing contractor).

Add your plumbing business logo, photos of your work, team, and vehicles every week to show Google your profile is active. It also gives you the option to post updates, and offers, and add products along with social media links.  Lastly, get customers to leave reviews along with photos of completed work consistently to help with conversions and sales. 

Optimize your website for organic search: Include your city/service area in your page’s URL, title tags, headers, and content. Capture local traffic through location-specific pages for each service area by adding your booking link where people can easily book a service. Make sure your full address, email, location, and phone number are visible on every page. To increase local proximity and relevance, embed a Google Map either on your footer or contact page

2. Use Paid Social Media Advertising

SMM is a powerful strategy for gaining exposure to qualifying consumers who, in turn, become qualified plumbing service leads. Your ads appear in targeted social media channels based on the social platform’s stored user data and the audience preferences you set. This strategy ensures that your ads reach people who may be interested in your services, leading to more qualified leads and increased business growth.

Paid social media advertising is available in several forms, such as video ads and ads with text and images. The first step should be determining the types of leads you want, the budget you allocate to the campaign, and a deadline to achieve your lead count and turnover goals. That preparation lets you identify what social media platforms can help fulfill those goals.

Best Ways to Use Paid Social Media Ads to Drive Plumbing Leads

For instance, Facebook targets ads for engagement, leads, traffic, special offers, and more. You’ll probably want to focus on leads and special offers to drive leads for that platform.

LinkedIn is perhaps the best way to get plumbing service leads, but it is primarily for B2B services. According to Forbes, in 2022, marketers reported that LinkedIn generates twice as many leads as other social networks. All that success comes from LinkedIn’s Lead Gen Forms, where the business fills out a form while remaining on the social platform.

For your plumbing business, Lead Gen Forms can work for your commercial plumbing services, assuming you find the right groups of people (construction, home improvement, property managers, property developers, etc.) Here are some ways you can promote your plumbing business through paid social media advertising:

  • Advertise a free “How-To” when leads submit their name and email.
  • Promote a free plumbing inspection or consultation.
  • Offer a discount on first-time service or one-time, upgrade or installation.
  • Create compelling ad visuals like high-quality, (no stock) photos or videos showcasing your plumbing work.
  • Utilize Facebook’s retargeting pixel to reach potential customers who’ve visited your website and shown interest.

3. Get Plumbing Leads Quickly With Google Ads

In addition to free local marketing avenues, you have paid ones, such as pay-per-click campaigns through Google Ads. Knowing how to get plumbing leads using Ads is essential to boosting lead growth. Paid Google Ads convert more targeted viewers into leads than other methods to obtain free plumbing leads. You must experiment with all campaign options to see what works best for your business.

There are various types of Google PPC ad campaigns to choose from for a plumbing business, including:

  • Search Campaigns: Appear in search results relevant to your targeted keywords.
  • Display Ads: Includes Standard and Smart Display campaigns, which show your graphical ad to people on millions of websites plus the Google Display Network (YouTube, Gmail, etc.).
  • Video Ads: Appear on YouTube and Google video partners.
  • Local Service Ads: Google LSA appears at the very top of search results for local searches.
  • Discovery Ads: Appear in all of Google’s feed placements to get your brand discovered.
  • Smart Ads: Appear based on Google decisions and optimized based on your goals.
  • Performance Max Ads: Goal-based, where your Ads inventory is managed under one campaign and uses AI in all Google channels.

The list above does not include unrelated plumbing ad campaigns such as Shopping Ads and App Ads. Also, the list of campaign options continues to change and varies depending on what type of ads you choose and what web pages you are on. Just follow the process, and you’ll be good to go!

Tips for Successful Lead Generation in Your Google Ad Campaigns

  • Bid on high-intent keywords: “Plumber near me” or like “emergency plumber near me“, “plumbing company [city name/service area].” Add negative keywords so your ad doesn’t come up for irrelevant searches.
  • Create ad extensions: These extend the size, appearance, and feel of your ads on search engine results pages to highlight unique selling points and consume Google space from competitors.
  • Run call-only ads: Drive immediate, targeted phone call leads with call-only ads from Google.
  • Create compelling landing pages: Make sure your website is mobile-friendly and loads quickly. Craft engaging ad copy with strong, clear calls to action. Ensure your landing pages are relevant to the ad and optimized for conversions with proper tracking to measure successful campaigns. 

4. Plan An Effective Email Marketing Marketing

Email marketing is another critical technique for improving plumbing service leads. Using local SEO, SMM, and PPC ads, you can inspire viewers to subscribe to your email newsletter, which you must create and send regularly. However, you want more than one email group, each targeting unique information based on particular audiences. For instance, you want to refrain from sending how-to or promotional topics based on new construction to audiences with existing properties.

To plan effective lead-generation email marketing campaigns, you need to:

  • Segment your email list based on customer needs and preferences.
  • Offer seasonal maintenance tips and exclusive promotions.
  • Offer incentives and free gifts, such as a discount on plumbing services within a specified time or a free plumbing repair ebook.

5. Send Out Direct Mail Offers

Direct mail may be an old-time marketing strategy, but it still plays a significant role in generating qualified plumbing job leads. Why? The more you expose your business locally, the more your name will be remembered, and it could become the go-to place for plumbing services. It is also known that a flyer or coupon book that sits around gets seen by more than one person, versus digital efforts with a viewer behind a screen that can disappear at any time.

To manage direct mail campaigns effectively, you must:

  • Design eye-catching postcards with limited-time offers.
  • Target specific neighborhoods or demographics.
  • Include QR codes linking to online booking or special promotions.

6. Create Value With Helpful YouTube Video Content

As the marketing world turns to new directions and avenues, and consumer habits also change, digital video content has become a popular marketing tool. People remember what they see more than what they read. As Medium states, people only remember 20% of what they read and 80% of what they see. Video content is your chance to get your name out there, build your reputation, and help others. This powerhouse of exposure can help generate more qualified leads and sales.

When creating video content, use it to:

  • Produce DIY plumbing tips videos and diagnose common plumbing problems to publish on your YouTube channel(s).
  • Showcase before-and-after project transformations.
  • Create Live stream Q&A sessions to engage with potential customers.
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7. Publish Engaging Social Media Content

Social media marketing (SMM) has a “free” side in addition to paid PPC or CPC campaigns. Promote your business through social interactions amongst users of Facebook, Instagram, X, YouTube, and other social platforms. Word of mouth (text, in this case) is a powerhouse for influencing others. When someone likes your posts or comments on your services or giveaways, it can influence others to seek your business when needed. However, the best way to get plumbing leads through social media is to create a well-defined SMM strategy that involves impactful content not just adding random posts occasionally.

To promote social media engagement and generate more leads, do the following:

  • Share customer success stories and testimonials.
  • Post behind-the-scenes content of your team at work.
  • Create infographics on water conservation and plumbing maintenance.
  • Promote newsletters for your email marketing efforts.
  • Create random giveaways (free ebooks, exclusive discounts, etc.) to increase social interactions and viewers.

8. Attract Leads With Valuable Lead Magnets

Lead magnets are free assets or special deals you offer consumers in exchange for email, phone, or other contact information. This type of lead generation for plumbers can include VIP discounts, ebooks, how-to’s, free webinars, free templates, free entries into a drawing, etc. If the lead magnet has value to the viewers, it will motivate them to take action, giving you valuable leads that can become customers.

Examples of valuable lead magnets include:

  • Developing a comprehensive home plumbing checklist.
  • Offering a free e-book or other downloadable resource on water-saving techniques.
  • Creating a quiz to help homeowners identify potential plumbing issues.
  • Providing exclusive access to your free webinar on plumbing tips and processes.
  • Offer a VIP discount for select plumbing services like a free water softener inspection.
  • Offer two or more entries into a drawing for something of value, such as a new water filtration. system

No matter what you market as a potential lead magnet, ensure it delivers immense value to the consumer.

Related content: How to create a marketing plan for your plumbing business

9. Get Listed On Free & Paid Local Directories

Local and paid directories, also known as citations, are online listings of your business information on websites like Yelp or Angie’s List. Registering your plumbing business in local directories helps publicize your name and reach new potential customers or clients.

NAP (Name, Address, Phone number) is crucial for local businesses because it helps search engines verify your business’s existence and location. When your NAP information is consistent across various online directories and your website, search engines like Google see your business as more trustworthy and legitimate.

Top Free and Paid Local Directories to Promote Your Business

  • Google Business Profile.
  • Angi (formerly Angie’s List).

Tips to Ensure Consistent Business Listings

Your NAP information must be consistent across every directory you decide to get listed on. This consistency can boost your local search rankings, making it easier for potential customers to find and contact your business, ultimately leading to more leads and sales. Here are some tips to make sure you’re making the most of your citations:

  • Precision: Double-check that all your contact details are up-to-date for potential clients to reach you easily.
  • Comprehensive: Take advantage of the full range of features offered by directories, including visual branding, service descriptions, and company background information.
  • Uniformity: Maintain identical business information across all online platforms to avoid confusion and build trust.
  • Streamlined: If you discover multiple entries for your business on a single directory, merge them into one authoritative listing.

At the very least, published directories help remind people of your business name, and they may specifically search for your services when the need arises, delivering free plumbing leads. After all, people still use local directories today to find solutions to their needs.

Free ebook download: Find the best marketing strategies along with tips to convert more leads into booked jobs with our Unlock the Full Potential of Your Plumbing Business ebook.

10. Build a Strong Local Network

Local connections often create powerful lead opportunities. By connecting with businesses that need third-party assistance, you open the door to endless lead possibilities. Attending events and trade shows also opens the door to leads through B2B and direct consumer interaction. Both avenues generate new local networks of people and companies to connect with and gain more leads.

The ultimate goal of building a strong local network of people and businesses is to create connections that share your services with others or simply use them. People will recommend your services, while companies will use them or recommend them to other businesses. Your network is valuable to delivering more plumbing leads or jobs on a personal or business level.

How To Connect With Local Businesses and Events to Generate Qualified Leads

1. Partner with Local Professionals: Collaborate with real estate agents, construction companies, and property managers. These professionals need external services due to time constraints, staffing issues, or lack of expertise in specific areas. Partnering with them can provide referral leads and direct jobs.

2. Attend Trade and Specialty Shows: Trade shows, both B2B and B2C, are excellent for showcasing your services. Events like home and garden shows or builder expos can attract new leads from both businesses and potential customers.

3. Engage in Local Events: Participate in community events like county fairs, street fairs, and cookoffs. These events target the general public, offering a great way to build trust, gain new leads, and increase your visibility for future projects.

4. Sponsor Community Activities: Sponsoring local events or teams increases your brand visibility and reputation. Sponsor a sports team, a local parade, or a public event to get your name featured in advertising and promotional materials, enhancing your brand’s reach and generating new leads.

5. Create Your Own Event: Hosting an event can be cost-effective and impactful. Organize activities like a rib cookoff or a charity walk. Charge booth fees, attract sponsors, and get your brand featured in all event promotions, building your authority and generating leads through community engagement.

How to Get More Plumbing Customers for Free

Join Local Facebook Groups for Contractors

Along with attending local events and B2B gatherings, you can join local Facebook groups featuring contractors who can seek your services for their customers or provide valuable recommendations. In addition, FB Groups give you more name exposure and, potentially, free plumbing leads.

Participate in local Facebook groups focused on your service area. You can offer plumbing advice, share before-and-after photos of your work, and engage with group members. It’s a surefire way to get the best plumbing leads for your business. Becoming a trusted expert in these groups can lead to direct messages and more job requests.

Stay Active on Reddit Communities (Subreddits)

Reddit is another excellent source for group exposure. Although the platform is international, it also hosts local subreddits that you can participate in. Helping others solve their problems, connecting with other businesses (realtors, construction companies, etc.) that need services you offer, and participating in conversations are great ways to increase business exposure and help others remember your name for future use.

You can still join national or global subreddits like r/Plumbing, but local community subreddits are best. Provide helpful advice, share your expertise, and engage with users. While direct advertising is discouraged, being an active and helpful member can generate leads through private messages and recommendations.

Common Mistakes Plumbers Make In Lead Generation

1. Failing To Follow Up On Leads Quickly

One of the biggest mistakes plumbers make is not following up on leads as quickly as possible. You may be overwhelmed with no or minimal staffing, constantly traveling from one property to another, busy with the financial aspects of your plumbing business, or even at a doctor’s appointment or kid’s baseball/softball game.

No matter what consumes your time, any valid excuse still leads to losing valuable leads. That’s where integrated and automated plumbing software comes in handy. Housecall Pro was created by a contractor who needed more time to focus on family and all business needs daily.

Using Housecall Pro’s online booking software, you can implement a system for immediate lead response, even when you sleep. The software integrates with your Google Business Profile, allowing potential customers to easily book appointments from their computer or smartphone when using Maps or searches on your Google profile listing. The system integrates with your Housecall Pro calendar and lets you set up automated text messages or chatbots for initial contact.

Housecall Pro campaign software lets you capture leads from your marketing efforts by setting up automated emails to get more bookings. No matter what you are doing at any specific time, the software captures that valuable lead with automated emails and responses designed to turn them into customers, and you don’t have to lift a finger.

2. Failing to Track Valuable Leads

One problem you may have is needing help tracking leads effectively. Your busy schedule may not allow you to know where your leads come from, making it more challenging to discover which ads and email campaigns are working and which ones are not. This situation not only affects profits and success but also the growth of your business and limits potential.

Call Tracking

Housecall Pro’s Voice™ call tracking software generates deep insights from its call analytics, like which marketing sources and employees produce the most business for you. In addition, Voice call tracking also captures conversations and integrates vital information into a potential customer’s account. This feature gives you more power to identify what a lead needs and how to connect with them to turn them into solid leads, whether through marketing emails or calls.

CRM Software Tracking

Housecall Pro’s plumbing business management software is an affordable CRM solution with tons of automation and technology built in. Using the integrated Voice™ software with call analytics tracks leads from specific ads, email campaigns, and flyers or handouts whenever someone calls your business. You’ll always know the campaign/advertising source from which a potential lead calls. From there, the CRM software offers financial information snapshots, details, and conversion rate data for all campaigns and lead sources, not just phone calls.

To maximize your call analytic efforts, you need the following tools:

  • Use CRM software to monitor lead sources and conversion rates.
  • Regularly analyze lead data through your business software to optimize marketing efforts
  • Use voice call analytics to identify the sources of leads (email phone number, flyer phone number, etc.), review customer communications to identify their needs, and review the data to determine what is working and what is not

Without effective lead-tracking solutions, your business will market blindly. Knowing which marketing efforts are working and which generate little to no results is essential. Ensure you regularly analyze lead data to optimize marketing efforts.

3. Spreading Your Marketing Resources Too Thin

It is too easy to say “Yes” to every available marketing idea from various plumbing lead services. The mentality is the more, the merrier. However, having too many eggs in several baskets leads to confusion and impartial lead-tracking actions. Things become messy, and you can’t maximize your company’s lead and sales potential.

It is also best to focus on 2-3 high-performing lead generation channels to prevent unorganized, frantic lead tracking and marketing efforts. This method allows you to focus and continuously test and refine your marketing efforts until they become proven winners. Once you have existing campaigns under control and have maximized them to their full potential, you can add one or two new campaigns.

In summary, if you were to grab every marketing opportunity you could at once, you would only get subpar results. To grow your plumbing business and increase leads, you must master a couple of campaigns first, then gradually add more.

To prevent spreading your marketing efforts too thin, you must:

  • Focus on 2-3 high-performing lead generation channels
  • Continuously test and refine your approach through tweaks, A/B testing, etc.
  • Add a new lead channel once you maximize your existing campaigns, and they generate leads effectively

4. Using Aggressive Sales Tactics

Customers prefer not to feel pushed and want to avoid a plumbing contractor only looking to make money. Before becoming a lead, they must feel they have complete control and trust in your business.

Sending emails that push a great offer without providing any beneficial information to the viewer (free handout, coupon, video, etc.) can turn them off immediately. Pushing a special sale on the phone can also make them hang up. You must gradually work your way into the consumer’s mind by building trust, not using aggressive sales tactics. Businesses naturally want to make sales and generate leads, so they get carried away and push an opportunity without giving it any thought.

The best methods to close leads and sales without being pushy require the following:

  • Adopt a consultative selling approach and stick to it
  • Educate potential customers on the value of your services without pushing them
  • Grab leads with attractive ads and give them something they can benefit from to build trust

Turn More Leads Into Loyal Customer With Plumbing Software

Running a plumbing business takes planning, strategy, and hard work. Running a successful plumbing business takes all of that—and more. But you can do it! All you need is a plan. No matter what campaigns you create or connections you develop, remember to always collect positive customer reviews for improved service and conversion. Don’t forget to actively respond to reviews to ensure dissatisfied customers become satisfied ones.

Put these tips for plumbing leads to use, map your out revenue goals, and figure out how fast you can grow. Take the time to learn how many new customers and employees you need to bring on to scale your business. 

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Last Posted July, 2024
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