5 Plumbing & HVAC Marketing Decisions Big Shops Make (That You Probably Haven’t)

I’ve talked with hundreds of HVAC & plumbing pros, and over the years I’ve heard a recurring refrain that goes something like this: Ryan, we’re a decent-sized shop, we have a list of loyal clients, and our customer service is lights-out compared to the other guys… but we’re stuck. We can’t seem to get past our current revenue plateau, and we’ve tried everything. How’s a plumbing or HVAC shop supposed to grow in such a competitive market?

Maybe you can relate.

It’s super frustrating to see the other guys’ trucks all over the dang place—especially when you know you’re the better shop. Chances are they’ve been around longer, so that’s part of what’s happening; but there’s a lot more than longevity that contributes to business growth. Honestly, part of it comes down to mindset : to grow into a big HVAC, plumbing, or electrical shop, you have to act like one.

Since I’m the HVAC/plumbing marketing guy, let’s talk about what it means to act like a big shop with your marketing.

Nine out of 10 people find their home services contractors by searching online. Now, “online” is a vast—and rapidly expanding—space. Currently, there are 644 million active websites, and while they don’t all belong to your competitors, I guarantee there are plenty of plumbing & HVAC websites out there. That means there’s a big difference between having a website and getting found online. Quite frankly, to get found on the internet, you have to own it.

Dominating the internet requires a thoughtful strategy , repeatedly assessed and revised, that combines search engine optimization ( SEO ), social media , search engine marketing/paid ads , social ads, reviews, and on and on and on. This is no small task.

But again, if you want to get found online—which, remember, is where people are looking for you—you have to own online.

We all love repeat customers. After all, we know it’s far less expensive to keep a current customer than to woo a new one. But guess what? Big HVAC & plumbing shops didn’t get big by serving the same few households year after year (even if “few” means hundreds). The purpose of marketing is to get you in front of NEW folks.

What’s that mean for you? You have to find legitimate ways to increase your leads and then turn those leads into paying customers.

I wrote extensively about the sales funnel in my book , but for those of you just joining us, let me give you the basics. Your sales funnel is your customer’s journey—from knowing nothing about your shop to hiring you and telling their friends about you. There are way, way more people at the top of the funnel than there are at the bottom, and different marketing tactics are more or less effective at different points along the way.

When you’re small, it’s good to have a mixed strategy that hits all stops on the customer journey, but for the most part, your paid efforts at this stage of your business should focus on the group most likely to convert: people at the bottom. As you grow, though, you can start gaining some name recognition and top-of-mind awareness by casting a broader net further up the funnel via billboards, TV ads, and radio spots.

Don’t misunderstand: You should never, ever start there. Do not put all your marketing chickens in the billboard basket tomorrow. But to compete with the big dogs, you’ll have to snag that billboard eventually. (Also, maybe don’t have actual marketing chickens.)

I know it’s counter-intuitive, because we all think we have to be in a race to the bottom to win the most business. But that’s just not true. When you charge more, you know what happens? You get better customers and bigger jobs. You can pay your techs better, which means you’ll get better techs. Suddenly, everything about your business gets elevated to a higher standard overall.

When you charge more, you’ll make more. And when you make more, you can up the value you offer. And when you up the value, you can charge more. It’s a lovely cycle, isn’t it?

And while you’re at it, switch to flat-rate pricingto improve your profit margin.

I hinted at this up in #2, but I’ll say it more plainly here: You can’t be picky as you grow. There’s no question you have to spend money to make money, and that includes paying for leads. I know, UGH. But it’s one of the ways big shops get, and stay, big. If you’re skittish about how much leads cost, try focusing on how much they’re worth , instead.

Said another way: if you're wincing at the idea of spending 7% of your revenue (or less) on marketing- you'll probably not ready to become a next-level shop. Many of these shops aren't afraid anywhere from 10%-18% to keep their trucks busy.

Of course you don’t want to flush money down the toilet, but there’s no getting around the fact that to grow, you have to invest in smart marketing all.over.the.place. That’s the only way to fuel an 8-figure business.

When it comes to HVAC & plumber marketing, you’ll be looking at decisions within decisions within decisions. It’s complicated and confusing and can be a major hassle if you’re not quite sure what you’re doing—an expensive hassle. I’ve helped shops just like yours stop throwing money away and pivot to truly effective marketing that grows their trade business. I’d be honored to help you, too. I only serve one shop in a service area, so don’t wait too long to contact me. Your competition just might read this post, too.