Improving Your Phone Calls: The Hidden Secret to Growing Your Plumbing Business
Hi, I’m Tyler Williams—plumber marketing nerd, data junkie, and founder of Mammoth Marketing for Plumbers. Recently, I did something wild (even for me): I listened to 250 recorded phone calls from a plumbing client to figure out why their lead flow felt... off. And let me tell you—it was eye-opening.
This deep dive wasn’t just about solving one client’s problem. It exposed a recurring issue that’s hurting a lot of plumbing companies: you’re dropping the ball on phone calls. So grab your coffee—or a wrench if that’s more your vibe—and let’s talk about improving your phone calls and leveling up your business.
Why Phone Calls Still Rule the Plumbing World
Listen, I get it. We live in a world of online forms, emails, text messages, and even people trying to slide into your DMs. But for plumbing companies, the phone call is still king. It’s where most customers turn when they have a leak, a clog, or a water heater that just died mid-shower.
So if your phone isn’t ringing, or worse—you’re not answering it—you’ve got a big problem.
The Audit That Changed Everything
The story starts with a client who said, “Hey, we think something’s off with our marketing.” That’s fair. We always want our work to shine, so I pulled data from their CRM, ran it through a spreadsheet, and found something odd: their call tracking was broken by a CRM automation that duplicated some data. So I decided to go full detective mode.
I downloaded every single call, listened on 2x speed (yes, I’m a maniac), and manually classified them:
Qualified Lead
Not Qualified
Vendor
Error
No Answer
That’s how I ended up analyzing 250 calls. And here’s what I found...
The Shocking Truth About Missed Calls
This company was answering only 40% of their phone calls. Yep—less than half. And here’s the kicker: they didn’t even realize it.
They thought their answer rate was solid because they weren’t looking at the full picture. They weren’t counting off-hours calls—those early morning or after-work calls that are super common in residential plumbing.
Here’s the reality: most homeowners aren’t calling you at 10 a.m. on a Tuesday. They’re calling at 7 a.m. before work, or 6 p.m. when they find their basement flooding. If you’re not answering during those hours, you’re not just missing a call. You’re missing money.
Voicemail ≠ Victory: Why Callbacks Aren’t Enough
I know what some of you are thinking: “Well, we just call them back.” Let me stop you right there.
I saw this firsthand in the data—as soon as people hit voicemail, they hang up. Then they go straight to Google and call your competitor. They’re not waiting around. They want their problem solved now.
If your call system isn’t built to catch those calls in real time, you’re bleeding leads.
Your Answering Service Might Save Your Business
Now, I’m not saying you have to be glued to the phone 24/7. But you do need a solution. Enter: answering services.
Companies like Plumline and others can catch calls your team misses. Are they perfect? Nah. But are they better than voicemail? Heck yes.
And get this—many of them can book jobs right onto your calendar. That’s a win-win. You focus on fixing pipes, and they make sure your schedule stays full.
Rollover Systems: Backup for Your Busy Team
Here’s an easy fix: set up rollover systems. If your main CSR is on a call, the next one rolls over to another team member—or to your answering service.
Don't send calls to the owner (yes, I’m talking to you). Owners are often the worst people to answer phones. You’re too busy, or you’ll overpromise just to get the job. I’ve done it. We all have.
Instead, build your team. Maybe that means hiring someone for off-hours, or tapping into folks who want part-time night work. Trust me, they’re out there.
The Booking Rate: Your Hidden Money-Maker
Okay, let’s say you’ve got the answer rate fixed. The next big metric? Booking rate.
Of the qualified leads you do talk to, how many turn into estimates? And then, how many of those turn into jobs?
Let’s break it down:
Answer Rate → Did you pick up?
Booking Rate → Did you schedule a visit?
Closing Rate → Did they hire you?
You need to be tracking all three. Because every step has leakage, and if you’re not measuring, you can’t fix it.
The Math Behind More Money
Let me tell you what blew my mind during this deep-dive: two small improvements—answer rate and booking rate—tripled this company’s projected revenue.
Yeah, you read that right. Just fixing two parts of the call funnel made the difference between flat growth and explosive success.
So if your business feels stuck, the answer might not be more ads or a fancier website. It could be something as “boring” as improving your phone calls.
Tracking Your Numbers: Yes, You Gotta Do It
Look, I love a good graph as much as the next guy. But even if you’re not into dashboards and data visualization, you have to start measuring this stuff.
Start simple: open a spreadsheet, log your calls, categorize them. Measure your answer rate, booking rate, and close rate. Over time, you’ll spot patterns—and those patterns will point to solutions.
Marketing can only get you so far. If your phone strategy is broken, even the best campaigns won’t save you.
The Truth About Excuses (And Why I’m Not Buying Them)
Now, I’ve heard all the excuses:
“We can’t answer 100% of calls.”
“We’re short-staffed.”
“People will call back.”
Let me be real with you—those are just excuses. If you want to be the best in your market, you’ve got to take responsibility for the entire customer journey. That starts with the phone.
I’m not saying it’s easy, but I am saying it’s worth it. You don’t build an empire on voicemails.
Wrapping Up: Take Action or Get Left Behind
So here’s my challenge to you:
Audit your calls.
Track your answer rate.
Invest in a backup system.
Train your CSRs.
Measure your booking and closing rates.
These changes might feel small, but they are huge levers for growth.
And if you’re thinking, “Dang, I don’t even know where to start,” well…
Need Help? Let’s Talk
If you want my crew to take a look at your call flow and help you figure out where your business is leaking leads, I’d be happy to help. Go to tylerwilliams.net and schedule a free consultation.
We’ll sit down, talk through your marketing, and give you real, actionable advice to grow your plumbing business.
Let’s make sure your phone calls aren’t just ringing—they’re converting.
