Even before the ravages of the California wildfires and the devastation of Hurricane Helene as far north as Tennessee and North Carolina, more than 79% of Americans said they prefer to buy from companies that are environmentally friendly.

But the wallet is still king. Despite a preference to purchase an eco-friendlier product, if it’s more expensive than another brand, many people opt for the less expensive option.

The same is true regarding green plumbing. Some products are simply more expensive, while others take more time to install, which can increase the price.

But with more than 153 million U.S. residents facing drought while others just recently living through the most deadly hurricane season in two decades, helping your customers see the benefits of green plumbing is something all plumbing contractors need to consider.

Joining the movement

Most of us will agree that we need to take better care of our planet. While inhabiting another planet may be in the dreams of NASA physicists and tech billionaires, Earth is our only choice right now.

As millennials and Gen Z start flexing their buying power, they are fast becoming the target market of choice in most plumbing companies’ service areas. They are also most likely to choose the company that offers more sustainable options when deciding on a home service partner.

According to recent reports, 62% of Gen Z shoppers prefer to buy from companies that are more environmentally friendly, and 73% of those people say they are willing to pay more for sustainability.

Plumbers work with one of the planet’s most necessary resources every day — water. Providing customers with proactive practices to be more environmentally friendly is one way to develop long-term relationships.

If you happen to conduct business in the parts of the country experiencing drought or those with an abundance of water that has resulted in constant flooding, offering eco-friendly plumbing to minimize your customers’ carbon footprint can help you stand out from your local competition.

Educating the consumer

Despite research showing that green products are as effective as their less eco-friendly counterparts, there is a new phenomenon called “sustainability liability,” in which the consumer believes green products aren’t as good.

For example, most eco-friendly drain cleaners work just as well as more toxic alternatives, but many people don’t believe that is true. And there are others who don’t believe that green products are worth the extra price. Both of these issues, however, can provide your plumbers with opportunities to educate the customer in the field.

Let your customers know that regular use of green drain cleaners is safer for a home’s pipes than the traditional chemical cleaner. Have your plumbers explain to customers that since green products use enzymes instead of harsh chemicals, they may take longer to work but are much safer for your home’s pipes than the more caustic alternatives.

Your team may also have customers who won’t want to choose green products because they cost a little more on the front end. This is a perfect time to educate customers about how low-flow toilets and faucets help them save money on their water bills. WaterSense faucets can save the average family 700 gallons of water a year. That’s equal to the amount of water needed to take up to 45 showers and can save your customers between $50 and $90 on their utility bills each year.

Taking the time to explain how green plumbing products are beneficial to the customer not only helps them see the rationale behind making the switch, but it also opens the door for your team to build trust with your customers by making money-saving recommendations.

Building a campaign

While there is the unique opportunity to talk with customers in their own space, educating the customer doesn’t start or end with the time your plumbers are in their homes.

That’s where building a comprehensive marketing and public relations strategy can help.

In places like California and the South and Southwest regions, where weather events have made it more dangerous to live, finding ways to connect with residents about eco-friendly plumbing can give you a competitive advantage.

Your marketing team has probably researched the types of services you need to push based on your market’s needs, but PR helps you build a more popular reputation and brand name recognition within that market.

And you need a positive reputation if you want to educate your customers about new green plumbing opportunities. Since many new eco-friendly products may cost more on the front end, your customers are going to be more likely to buy if they trust your expertise on the merits of these products.

Telling your company’s story and keeping your name in the news are two PR functions that help build up customer trust and retain customer and employee confidence.

A final word

So, if your plumbing company is serious about expanding your green plumbing services, be sure that you take the time to understand your audience, train your team on how to educate your customer base and build a thorough marketing and public relations campaign to maximize your efforts.

Entering the green plumbing market is good for the planet. Just make sure you take the time to plan a strategy that also allows green plumbing to be good for your company, too.

About the Author

John Akhoian is CEO of Rooter Hero, a plumbing and drain company serving locations across California, Nevada and Arizona. His mission is to help others maximize their careers and live fulfilling, comfortable lives, and he is the author of several books about achieving success in business, including Creating 99 Millionaires and The Secret to Real Wealth. He also published his autobiography Temporarily Broken: The John Akhoian Story in 2022. For more information, visit www.rooterhero.com.