The Seven Best Ways to Get More Plumbing Leads in 2025
In this article, we’ll cover some of the best ways to get plumbing leads you might not have thought of yet!
Plumbing leads are worth their weight in gold. Let’s make sure you know how to get them! Not all plumbing lead generation tips are equal. Why settle for a slow drip of leads instead of a steady rush? Take a look at seven smart ways to get plumbing leads in 2023.
1. Make Your Business Website Stand Out
How is your business website looking? Many plumbers simply throw up quick, generic sites to check this marketing step off the list. In reality, your website is your “storefront.” Like any brick-and-mortar storefront, your digital storefront helps to establish credibility. A plumbing website should be custom, compelling, and complete.
A website can easily come across as “scam-like” when you use a generic template that’s used by all types of businesses. It’s worth paying to have a website professionally developed by someone with ecommerce expertise. What’s next after focusing on a credible appearance?
Content also matters. The best way to build credibility through content is to focus on your strengths. This includes:
- How long you’ve been in business.
- Your team’s cumulative years of experience.
- Your competitive pricing models.
- Your free, honest quotes.
- Biographies of key players within the business. Show off their caring, human sides by sharing details about family, pets, favorite places to travel, and more!
- Examples of interesting and challenging projects your company has completed.
Websites that rank highly in Google searches use clean, easily navigable designs with strong SEO (search engine optimization). Contact information should be the easiest information to find. Chat windows are highly encouraged to convey a sense of 24/7 responsiveness.
When done properly, a good plumbing website conveys “trusted local expert” branding that gives the public confidence in your competence. Your professional website doesn’t have to be complicated to be effective. It just has to have the right mix of credibility and authenticity needed to get customers to reach out.
2. Build Review Collection Into Your Sales Process
Customer reviews are like unclaimed gems that could be adding to the luster of your brand! One of the biggest mistakes plumbing contractors make is not asking for customer reviews after completing jobs. If you’re like most plumbers, you’re simply waiting for kind customers to leave random reviews on Facebook, Google, Angi, or some other platform. There’s a secret you should know.
Customers aren’t bothered when contractors ask them to leave reviews. If you believe that you’ve provided a customer with stellar service, you should feel fully confident about asking them to follow a simple process for leaving a review that will be seen by the public. Consider building a step into your current sales process that asks customers for reviews on a specific platform. You can even make it easy by providing a link for submitting a review in your final “thank you” email.
You can choose whichever platform you believe offers the best customer reach. If you know that most people find your business through Google searchers, emphasize Google reviews when requesting reviews. Don’t forget to copy reviews to your website for content purposes!
3. Increase Customer Satisfaction to Drive Word of Mouth
Your amazing work is its own best marketing. When plumbers truly believe this, they can maximize word-of-mouth (WOM) referrals. Word of mouth is unbelievably powerful. According to researchers, 92% of consumers believe recommendations from friends and family over all forms of advertising. We’re talking about the best marketing dollars you’ll never spend!
Unfortunately, many plumbers simply give away this free form of marketing by not creating a plan for WOM referrals. Here’s a quick strategy for maximizing word of mouth to get plumbing leads:
- Start by measuring your NPS (net promoter score). This is a great self-assessment tool that lets you know if your company is in a position to benefit from customer referrals based on how you’re making your customers feel. NPS is a customer satisfaction benchmark measuring how likely your customers are to recommend your plumbing business to a friend. You can track it by sending surveys to customers about how likely they are to recommend your business to a friend on a scale between zero and 10. Next, categorize your customers based on whether they are detractors (zero to six), passives (seven to eight), or promoters (nine to 10). After disregarding the passive customers, subtract your percentage of detractor responses from the percent of promoter responses to get your NPS score.
- Identify what’s lacking. When you receive scores below 9, ask customers what you would need to do to get a 10 from them. This is harder than it sounds, having the intellectual honesty to listen to feedback is really important. Don’t just jump on every piece of feedback, but look to identify patterns and your top things you need to improve.
- Next, make sure you are leveraging technology to better manage and organize customer jobs. Implement scheduling and job management software to improve your service. Countless plumbing companies have been able to remove scheduling issues and misunderstandings simply by implementing job management and tracking software like Workyard.
- Finally, you can track NPS over time after implementing better methods for ensuring that your workers are showing at the right places. Making NPS a company priority infuses excellence into all that you do!
WOM leads are the most valuable leads. However, they are often overlooked because the benefits are slightly slow to brew. What’s more, many business owners don’t necessarily want to face the truth of what their NPS scores might reveal. Most customers are happy to leave highly coveted five-star reviews when a plumber communicates expectations clearly, shows up on time, and does a thorough job.
4. Build an Online Referral Loop
This is another underused tool among plumbers. If your customers are satisfied, collecting positive reviews is just the start. You can add fuel to this revenue-generating fire by getting customers to share reviews, examples of completed projects, and other lead-generating tidbits within their networks. This strategy won’t be for every plumbing company. However, you may find it to be an engaging, fun way to generate leads if you’re active on social media.
On platforms such as Facebook, the more positive reviews from customers that you have, the more organic views your page will get from their friends. If you are on Instagram, post photos of jobs your business has completed and start engaging with customers by responding to comments or “likes.” This not only connects you with current customers but will likely result in gaining new ones through their followers seeing your posts! There is a powerful potential behind leveraging social platforms to benefit your plumber lead generation.
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5. Targeted Online Advertising
All of the tips up until now have been about organic plumbing lead generation. However, there’s no shame in paying for ad space that gets new eyeballs on your company. Using paid advertising should always be done in conjunction with the other methods already shared on this list. For instance, targeted advertising is more effective if you have a professionally built website that serves as the landing page for your paid ads. You can also consider using portions of reviews as ad content.
It’s understandable if you’re wary of spending marketing dollars on paid ads if this is unfamiliar territory. Starting with a measured, careful approach is smart. It’s also smart to understand what you’re trying to achieve before publishing that first ad. After all, you can’t measure success with ads if you haven’t defined success. Use these tips to build an effective ad campaign for your plumbing business:
- 1. Identify Your Target Customer: Who are you creating these ads for? Is it the person who needs emergency help after detecting a leak? Is it the person who has been hemming and hawing over the decision to finally install a dream bathroom? Is it someone who needs that final nudge to call a plumber to help with a toilet that always backs up? Make sure you’re crafting ads that appeal to the specific problem or desire of your targeted plumbing customers.
- 2. Identify Why YOU Have the Answer: Decide what you bring to the table for the customer who is searching or a specific service. That could mean fast, transparent service. It could also mean easy appointment scheduling. Showcase how you solve the problem!
- 3. Identify What Makes You Different From Competitors: You’re not the only plumber in town. How can you convey the qualities that separate you from other plumbers in just a few short words? This is where years of experience, family ownership, or community involvement can all help to set you apart to build your trust factor.
- 4. Identify Your Specialty: If you focus on niche plumbing, your goal isn’t to attract as many clicks as possible from people looking for general plumbing services. That just means you’re spending extra money on ads for the pleasure of going through piles of leads you can’t use. If you have a niche, drill down on it in your ads.
The most important aspect of crafting ads for your plumbing business is ensuring that you have a good call to action that leads customers to a contact form. Generally, you want to lead customers to a “contact us” page on your company’s website. You also have to identify where you’d like your ads published. Common spots for contractor ad purchases include Google Search, Facebook Ads, YouTube Ads, Instagram Ads, Pinterest, and streaming sites. While most ad platforms today allow you to buy, create, and publish ads directly, you can consider hiring a local ad agency specializing in serving small businesses if you feel out of your league.
6. Pay-per-Lead Platforms
Should you ever buy leads as a plumbing contractor? Absolutely! In fact, this can be a great way to get through lean seasons. Plumbing lead generation companies are also helpful when plumbers are just getting started because they don’t have the referrals, reviews, word of mouth, and repeat customers that their established competitors have to lean on. Fortunately, the contractor niche is filled with paid-lead sources from mainstream, trusted companies that get high-volume views and interactions from homeowners. This includes Angi, Thumbtack, HomeAdvisor, and Houzz. With these sites, you’re utilizing the high visitor volume and trust factor created by these major brands to connect with customers who are searching for the services you offer. Registering on these platforms is often free. However, you’ll pay anywhere from $15 to $150 per lead. Lead rates are generally based on how competitive your local market is for plumbing services.
A lead generation company can serve you quality leads using customers within their own carefully crafted, high-tech funnels. Most provide articles, DIY tips, price guides, style guides, and how-to guides that ultimately prompt readers to contact a local expert. Lead providers identify warm and hot leads “ready to make a sale” based on internal metrics before passing them on to paying contractors. However, no platform can guarantee that you’ll actually get any plumbing jobs.
7. Email Marketing
There’s nothing old-fashioned about email marketing. While there’s lots of hype around using social media for leads, email marketing is still a strong method for direct communication. It can actually be more effective when the goal is to attract “seasoned” homeowners seeking repairs and home improvement services. Here are some tips for getting started:
- 1. Build an email list by compiling email addresses from past customers. You can also consider purchasing email lists that can be used for a second database of potential customers. Avoid the temptation to do a single “email blast” that lumps the two groups together. Your messaging will be quite different for the two groups!
- 2. Once you have an email list, consider sending out a monthly email newsletter that keeps your customers in the loops regarding seasonal plumbing suggestions, maintenance reminders, helpful tips, and news about your company. For instance, a December newsletter could send a reminder about how to avoid frozen pipes, tips for making sure the plumbing is in good shape before company arrives, and some holiday wishes from your team.
- 3. Send regular coupons and discount offers for specific services or products.
Do remember that email marketing should not be used to pester customers. Always follow the rules of the CAN-SPAM ACT by providing an “unsubscribe” link within the content of every email sent. In addition, you want to avoid “spammy” or misleading headlines. Don’t include a subject line promising “free plumbing work” just to get people to open your email.
Additional Strategies for 2025
- Local SEO Optimization: Focusing on local SEO helps businesses appear in searches when potential customers look for services nearby.
- Engagement on Social Media: Platforms like Nextdoor are growing in importance for local service businesses, allowing direct engagement with community members.
- Content Marketing: Creating valuable content (blogs, videos) related to plumbing can establish your business as a trusted resource and improve SEO rankings.
- Remarketing Campaigns: Targeting previous website visitors with ads can enhance conversion rates by reminding them of your services.
The Best Plumbing Leads Are Rooted in Honesty
There’s no doubt that many marketing gurus on the Internet will draw you in with gimmicks for how to generate plumbing leads. At the end of the day, your integrity is your best advertisement strategy. You can grow using word of mouth, referrals, and positive reviews without pouring tons of money into paid marketing by simply offering the best service. A highly rated plumbing professional can do that by charging honest rates, showing up on time, and showing up prepared.
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