It can be tough to grow your business without a steady flow of new customers. Generating leads is crucial to business growth and success.

Lead generation services can be one effective way to acquire more calls for your plumbing company. These services help you find potential customers, engage with them, and ultimately convert them into paying clients.

The biggest hurdle for most contractors is getting past the lead generation stigma. If you’re someone who looks at these companies and says, “Why would I pay for a lead and then argue with them about the bill,” then you’re looking at it wrong. You are only thinking tactically and not strategically. It could cost almost $400 for you to acquire one new customer on your own, while it might cost you $10 for a lead this way. The strategy is to lower the customer acquisition cost and get your company in front of this customer so that you can “steal” them, earn their business with you directly, and re-target them through your own customer relationship management system.

Choose the right lead generation service

Not all lead generation services are the same, so it's essential to select one that aligns with your business goals. Consider factors such as target audience, lead quality, cost, and customer service. Look for a lead generation service with a proven track record of success in the plumbing industry.

One way to find a reputable lead generation service is to read reviews and ratings from other businesses in the plumbing industry. This will give you an idea of how effective their service is at generating quality leads. You can also get on a few owner Facebook groups and ask about experiences. Take them with a grain of salt. Remember, many plumbing company owners are great plumbers but poor businesspeople.

Does the company guarantee “X” amount of leads per month for a monthly fee? What kind of leads? Is their market saturated with other plumbing companies or is it saturated with handymen and DIY guys? If the lead generation company is seen as a cheap alternative to using a real company, I wouldn’t do business with them. If the lead generation company is a large corporate entity that typically provides leads to licensed and insured companies, I would at least give it a look.

Optimize your online presence

With more people using the internet to find local service providers, it's essential to have a strong online presence. This includes having a website that is easy to navigate, mobile-friendly, and optimized for search engines. Ensure that your website includes important information such as your services, contact information, and customer reviews.

Optimizing your website for search engines is critical to driving organic traffic to your site. Use keywords related to plumbing services and location to help potential customers find your business in search engine results pages. Make sure your website's pages load quickly, and use images and videos to make your content more engaging.

As soon as you call the customer after receiving the lead, they are going to be looking through your history like a political opponent during an election year.

Another way to optimize your online presence is to claim and optimize your Google My Business listing. This will make it easier for potential customers to find your business when searching for local plumbing services. Ensure that your listing is complete and accurate, and include photos and customer reviews.

Use social media to your advantage

Social media can be a powerful tool for generating leads for your plumbing business. Many people use social media to research businesses before making a purchase, so it's vital to ensure that your business has a strong presence on popular platforms such as Facebook, Instagram, and LinkedIn.

Create engaging content that showcases your plumbing services, recent projects, and customer success stories. Use hashtags related to plumbing services and your location to help potential customers find your content. Encourage your followers to share your content and leave reviews on your social media pages.

No one is ever going to pick your plumbing company solely because you have cool posts, but it makes you look like you have enough business success and income to pay someone to manage your online systems.

Offer incentives and discounts

Offering incentives and discounts is an effective way to attract new customers and generate leads. Consider offering a discount to new customers who book a service, or a referral program that rewards existing customers for referring their friends and family to your business.

You can also offer incentives to customers who leave reviews on your website or social media pages. Positive reviews can be powerful in convincing potential customers to choose your business over others, and incentivizing reviews can help you generate more of them.

This is the strategic part of this new lead generation partnership at work. Turn their customers into your customers at a cheaper rate than you could acquire them yourself.

The lead generation company or insurance type company won’t cover the repairs? Good. More opportunity to make a relationship with you personally.

Follow up with leads

Once you've generated leads through a lead generation service or other means, it's crucial to follow up with them promptly. Many people request quotes or information from multiple businesses, so it's essential to be the first to respond.

Use a CRM tool to manage leads and track customer interactions. This will help you stay organized and ensure that no leads fall through the cracks. Send personalized follow-up emails, text messages, or phone calls to keep potential customers engaged and interested in your services.

Lead generation services can be an effective way for plumbing companies to acquire more calls and grow their business. Choose the right service, optimize your online presence, use social media to your advantage, offer incentives and discounts, and follow up with leads to maximize your success. By implementing these strategies, you can generate more high-quality leads and increase your customer base, ultimately leading to long-term success for your business.

About the Author

Anthony Pacilla is a registered master plumber for McVehil Plumbing in Washington, Pennsylvania. He has over two decades of experience in the plumbing and HVAC trades and has a bachelor’s in business and economics from Thiel College.