For Plumbing Companies, Marketing is a Year-Round Necessity

Licensed plumbers generally experience solid demand year-round; after all, concerns like leaky toilets or clogged dishwashers can happen to any homeowner at any time. Even so, most plumbers recognize a spike in business once the weather turns cold—a peak season for frozen pipes and other cold weather concerns.

Plumbing companies often count on that peak season to make significant gains toward their yearly revenue goals. Lackluster business during this time may mean the opposite: a significant annual shortfall. One of the best ways to make these months count is to make a strategic investment in marketing, establishing your plumbing company as the partner of choice for home and small business owners throughout the area.

Crucially, marketing isn’t an activity that can wait until the peak season; on the contrary, it’s important to be prepared well-ahead for marketing success. Starting too late, or planning too little, could result in the loss of valuable leads and future revenue.

Plumbers who wish to capitalize on the busiest time of year have a golden opportunity if they carefully plan and prepare. That preparation begins during the off-season.

Off-Season Impact

Plumbers who wish to generate substantial business during the busy season must invest in building visibility and name recognition year-round. Consistent marketing outreach ensures your name stays top-of-mind throughout the year, meaning that when a customer does need a plumber, they will immediately have some idea of who to call.

There are several ways in which plumbers can accrue that kind of visibility and reach during seasonal slowdowns, ensuring they are ready to gather a steady stream of leads during their seasonal peak.

First and foremost, it’s important for plumbers to prioritize online reviews, which are an invaluable currency in today’s market. The reality is that most customers choose home service vendors based on online reviews or referrals, so building plenty of goodwill is important.

How can plumbers generate more reviews? Simple: just ask. Training technicians to directly ask their customers to share feedback is crucial. Additionally, plumbing companies can make it easy for customers to leave reviews simply by making sure the appropriate links are readily accessible on invoices and estimates, in follow-up texts and more.

Plumbers may also build trust and establish name recognition by promoting preventative services, even during the off season. Membership programs that include a routine plumbing inspection can help homeowners identify potential issues and avoid sudden seasonal problems. And if problems do arise, plumbers who have already demonstrated their helpfulness will be top-of-mind for emergency service and repair calls.

The off-season may also be an appropriate time for plumbing companies to invest in targeted ads, including social media ads. Again, building name recognition during the off-season can pay off throughout the year—and during times of comparatively low demand, plumbers can often get ads at much lower prices, reflecting the decreased competition.

Planning for the Peak

Shoulder seasons can also be the ideal time to plan and prepare. By laying the right groundwork, plumbing companies can enter busier seasons with the wind at their back.

For example, slower seasons may provide some flexibility for plumbing companies to audit and update their website, ensuring they are ready to start capturing and converting leads as they roll in. There are several essential elements that plumbing websites should include:

·       Contact information presented on every single page

·       Links or widgets that highlight testimonials and customer reviews

·       Information about financial incentives

·       Information about preventative maintenance or membership plans

Additionally, it’s always important to ensure your website loads quickly and is easy to navigate across all screen sizes and device types.

Other marketing assets can also be finalized during the slower season. For example, promotional email campaigns can be planned and deployed according to the season. There’s no reason for plumbers to wait until November to generate messaging around “Brown Friday” specials.

Data collection is another important off-season task. Service records, online appointment systems, and even email surveys can provide details about customer demographics and common service requests, all of which can provide direction for targeted marketing efforts throughout the year.

Marketing for All Seasons

Most plumbers anticipate that some months will be busier than others, and yet there is never any cause to be idle. Even beyond the busy season, making smart investments in marketing can help any plumbing company achieve their annual revenue goals.