As we head into 2024, increased competition demands fresh approaches. Plumber marketing has moved on from taking out an ad in Yellow Pages – a modern lead generation strategy is essential.
Before diving into the different strategies, let’s understand what lead generation is. Lead generation is the process of attracting and converting strangers and prospects into customers who have indicated interest in your company’s product or service.
For plumbers, this means attracting people who need plumbing services and converting them into clients.
Let’s look at 15 lead generation strategies that you can use to start getting more plumbing leads today.
The ideas:
Table of Contents
1. Get On Google My Business
If you haven’t done so yet, the first thing on your to-do list should be to set up a Google My Business profile. This is a free tool that allows businesses to manage their online presence across Google, including Search and Maps. By getting set up and verifying your business information, your business will become searchable on this powerful platform.
Having a Google My Business profile makes it easy for potential customers to find you when they search for a plumber in your area. You’ll provide essential information about your business – things like your location, hours of operation, and contact info. Plus, you can add photos and updates to showcase what you do.
Remember, Google My Business is not just about being found, but building trust with potential customers. Customer reviews and ratings on your profile can really influence a person’s decision to hire you, so keep an eye on those reviews!
2. Rework Your Landing Page
The landing page of your website is often the first point of contact between you and potential customers. Your landing page is your often your first impression and best bet to convince visitors to hire you. It’s therefore crucial to have landing page with the following points in mind:
Your plumbing landing page should be easy to navigate, visually appealing, and contain all the necessary information about your services. It should also have a clear call-to-action (CTA), urging visitors to take a specific action like calling you, filling out a form, or scheduling an appointment.
Your landing page needs to be optimized for conversions.
This means it should be designed in a way that encourages visitors to take the desired action. For instance, placing the CTA button at a prominent spot, using persuasive copy, and having customer testimonials can all help increase conversions.
For plumbers, the call to action (CTA) should be clear, compelling, and easy to follow. A good CTA for a plumber might be “Schedule Your Service Now!” or “Get a Free Estimate!” These encourage potential customers to take immediate action and engage with your services.
The main text on your website or other promotional materials should focus on the benefits of your services. Emphasize your availability (if you offer 24/7 services), your commitment to quality, and your experience. Highlight any unique features of your service, such as a guarantee or special offers.
3. Get Active On Nextdoor
Nextdoor is a social networking service for neighborhoods and is a great way to up your plumber lead generation game. Open up Nextdoor and you’ll see people connecting with their neighbors, partaking in flame wars(!), and crucially, recommending local businesses.. As a plumber, you can use Nextdoor to promote your services and generate leads.
To get started, create a free business page on Nextdoor. This allows you to share updates about your business, respond to recommendations from neighbors, and track your neighborhood reputation. You can also use Nextdoor’s local deals feature to offer exclusive discounts to your neighbors.
Remember, the key to success on Nextdoor is to be active and engage with the community. Don’t spam Nextdoor or create lots of low quality posts, as this behaviour will get you banned from the platform.
Respond to inquiries promptly, thank neighbors for recommendations, and participate in relevant discussions. This will increase your visibility, build trust, and ultimately lead to more plumbing leads.
Finally, don’t forget to ask customers who found you on Nextdoor to post a recommendation!
4. Get Found With Local SEO
Local SEO is a vital component for any plumber looking to get more plumbing leads. It’s all about making sure your online presence is fine-tuned to draw in more business from people searching locally. So, if someone nearby is on the hunt for a plumber, your business pops up in their search results.
Local SEO involves a few key tactics. You’ve got to make sure your website’s packed with relevant keywords, get your business name out there in local directories, and handle online reviews like a pro.
We already covered getting found in directories, so let’s focus on getting found in organic search results.
Say your plumbing business is based in Washington DC. You could create specific pages on your website that target the unique needs of DC residents. Think about a page dedicated to ‘Emergency Plumbing Services in Capitol Hill’ or ‘Affordable Bathroom Remodeling in Georgetown’.
These pages should be rich with local terms and specifics about the services you offer in these areas. This approach not only boosts your visibility for those living in these neighborhoods but also shows potential customers that you’re well-versed in addressing their specific local plumbing needs.
5. Try Facebook Ads
Facebook Ads is a formidable tool for those looking to amplify their reach and rope in more plumbing leads. With its expansive user base, Facebook offers a unique platform to target potential customers with precision.
Here are some pointers for your first Facebook ad campaign for plumbing lead generation:
Firstly, your ad campaign should focus on conversions. While brand awareness has its merits, for a plumbing business, you’ll want to focus on leads and bookings. A conversion-focused strategy ensures that every penny you spend is an investment in acquiring new customers, not eyeballs on your ads.
Secondly, authenticity speaks volumes. Use real photos of your team, your work sites, or before-and-after shots of your projects. These images create a sense of trust and reliability. They tell a story of your brand’s authenticity and commitment to quality workmanship. In an era where consumers are bombarded with generic stock images, authentic photos of your team in action can set you apart.
Lastly, consider the allure of a discount. Offering a special deal exclusively through your Facebook Ads can be a potent call to action. Whether it’s a first-time customer discount or a limited-time offer on certain services, discounts can be a great tool in your toolbox to accelerate decision-making and drive conversions.
Don’t forget to check the Facebook Ad Library for inspiration – it’s a treasure trove of successful ads and competitor inspiration.
6. Buy Leads From Marketplaces
Buying plumbing leads from online marketplaces can be another effective lead generation strategy if measured carefully.
These marketplaces connect businesses with consumers who are actively looking for their services. Some popular marketplaces for plumbers include HomeAdvisor, Thumbtack or Bark (in the UK).
When using these marketplaces, it’s important to have a complete and professional profile. This includes your business information, services offered, and customer reviews. Remember, potential customers will compare you with other plumbers on the platform, so you need to stand out.
While buying leads from marketplaces can be effective, these services aren’t a replacement for the other lead generation strategies listed. They should be part of your broader digital marketing strategy.
It’s also worth noting that these leads are often non-exclusive, so you’ll likely be competing against other plumbers, despite having paid on a pay per lead basis. Contrast this to using a lead generation company, where the leads can be exclusive.
If you do decide to buy leads from marketplaces, it’s essential to track your conversion rates – for example, how many leads result in a quote, and how many quotes result in a sale?
7. Offer Free Plumbing Audits
When you offer something valuable for free, customers are more likely to remember and trust your brand. These audits give you a chance to demonstrate your skills and knowledge, and can lead to immediate business opportunities when potential issues are identified during the audit.
Implementing free plumbing audits involves a few steps. You can start by promoting the offer on your website, social media or even through local local ads. Incorporating an online booking system for scheduling the audits can streamline the process, making it convenient for both you and your customers.
The key is to conduct these audits professionally and thoroughly, focusing on providing genuine value rather than just seeing it as a sales opportunity. Following up with a detailed report and recommendations can further cement the relationship with potential clients.
Encouraging feedback and reviews post-audit can also enhance your online presence and credibility.
8. Collect More Online Reviews
Online reviews can hugely impact your plumbing business, not just by attracting more leads but also by boosting your search visibility. The impact of reviews is well-proven, with over 93% of consumers reading online reviews to determine if a local business is good or bad.
Moreover, these reviews contribute to your website’s search engine optimization (SEO). Search engines like Google use online reviews as a ranking factor, especially for local searches. Positive, high-quality, and recent reviews can improve your business’s visibility on search engine results pages (SERPs), making it easier for potential customers to find you.
Collecting more online reviews can be straightforward. You might consider asking customers to leave a review after completing a job. Most people are willing to share their experience if they’re happy with the service. Sending a follow-up email or text message as a gentle reminder can be effective – and you can even automate this with your CRM or email marketing tool to ensure the review keep coming in.
It’s not just about the quantity of reviews but their quality and your engagement with them. Always respond to reviews, whether positive or negative, in a prompt and professional manner.
9. Buy Leads From Lead Generation Companies
Working with lead generation companies can be a great way to get a steady flow of quality plumbing leads. These companies use various strategies, such as SEO, PPC, and email marketing, to generate leads for businesses. Leads are piped straight through to your CRM or email inbox, letting you focus on serving your customers instead of lead generation.
When choosing a lead generation company, it’s important to do your research. Look for a company that specializes in generating leads for plumbers or home services. Also, consider factors like pricing, contract terms, and customer reviews.
Like buying leads from marketplaces, it’s essential to track the conversion rates of these “plumber leads for sale”, as the quality will vary depending on traffic sources, geography and even time of year.
Be sure to track how many leads convert into quotes or appointments, and how many of these convert into jobs.
For those in the USA, 33 Mile Radius, Service Direct or conXPros are a few lead generation companies specialising in plumbers.
10. Work with Related Businesses
Partnering with related businesses is another effective lead generation strategy for plumbers. This could be a local hardware store, a real estate agency, or a home improvement company. These businesses likely serve a similar target audience and can refer their customers to you. Some plumbers even work with other plumbers, for jobs that are the wrong specialism or are located outside of their geographical catchment area.
To establish these partnerships, you can reach out to local businesses and propose a mutual referral program. You can also offer to cross-promote each other on social media or host joint promotional events.
Remember, the key to successful partnerships is to offer value. You should not just be looking to get referrals but also to give referrals. This will make the partnership beneficial for both parties and foster a long-term relationship.
11. Get Listed in Online Directories
Getting listed in online directories is a crucial part of local SEO and lead generation. These directories are like online phone books that list businesses by category and location. Some popular online directories for plumbers include Yelp, Yellow Pages, and Angie’s List.
When listing your business in online directories, be sure to include all the necessary information. You’ll want to include your business name, address, phone number, and website – as well as a brief description of your services and some photos.
Remember, consistency is key when it comes to online directories. The information should be the same across all directories. This not only helps potential customers find you but also improves your local SEO.
12. Advertise As 24/7
Advertising as a 24/7 plumber can be a great way to attract more plumbing leads. Emergency plumbing issues can happen at any time, and people need a plumber who can respond quickly.
You can advertise your 24/7 services on your website, social media, and online directories. You can also use it as a selling point in your email marketing and PPC ads.
Remember, advertising as a 24/7 plumber is not just about attracting leads but also delivering on your promise. If you advertise as a 24/7 plumber, you need to be prepared to respond to emergency calls at any time – so make sure you’re ready!
13. Work With Estate Agents
Working with estate agents can be a great way to generate leads for your plumbing business. Estate agents often need plumbers for property inspections, repairs, and renovations. They can refer you to their clients, leading to a steady flow of leads.
To establish a partnership with estate agents, you can reach out to local agencies and offer your services. You could consider offering a discount or a commission for any referrals they send your way, too.
14. Use Your Vehicle As A Billboard
Your vehicle can be a great marketing tool for your plumbing business. By using vehicle wraps or decals, you can turn your van or truck into a moving billboard. This can increase your visibility and attract free plumbing leads.
Your vehicle wrap should include your business name, logo, contact information, and a brief description of your services. It should also be visually appealing and easy to read.
Remember, using your vehicle as a billboard is not just about attracting leads but also building your brand. It helps people recognize your business and associate it with quality plumbing services. So, make sure your vehicle wrap represents your business well.
15. Get More Leads With Growform
In the competitive world of plumbing, every website is a potential lead.
But with shortening attention spans and mobile screen-time on the rise, you’re competing for your users’ attention more than ever.
A long, boring form that asks for too much information upfront quickly turns users away, hammering your lead volume and wasting your ad spend in the process.
This is where Growform steps in:
Growform isn’t just another form builder – it was built from the ground for lead generation. It uses conversion rate optimization best-practices, UX research and psychological principles to get you more leads.
With Growform, your users are never greeted with a boring wall of questions.
Here’s what a Growform form for a construction company looks like:
By splitting up questions onto multiple steps and asking them in an engaging way, you’ll be on the way to capturing twice as many leads from the same traffic.
It’s easy to embed a Growform form into any page of your website, and the tool can send leads pretty much anywhere via Zapier.
There are hundreds of templates available, including those specifically designed for construction or bathroom remodelling.
Plumbers and lead generation experts worldwide use Growform to squeeze more leads from their landing pages, qualify their leads better and keep track of what’s working. Try a 14 day free trial, with no credit card required!