Your Plumbing Company's Marketing Needs to be Consistent!

Hey there, Tyler Williams here, founder of Mammoth Marketing for Plumbers. I want you to stop scrolling for just five minutes, because what I’m about to share with you could explain why your phone isn’t ringing as often as you’d like. Every single month, I talk to plumbers who are watching their competitors get more jobs while they feel stuck.

Maybe you’ve been working harder, maybe you’ve been throwing more money at ads, or maybe you’ve been posting like crazy on social media. And yet... crickets. If that sounds familiar, I’ve got news for you: it’s not necessarily because you’re bad at marketing—it might just be because you’re inconsistent with it.

Today, I’m going to break this down in a fun, practical way so that you can finally understand why consistency beats intensity in marketing every single time. Let’s dive in.

The Harsh Truth: One or Two Ads Won’t Cut It

Here’s the uncomfortable truth that most agencies don’t want to tell you: if you’re only running one or two ads a month, you’re basically invisible.

Think about it—when you scroll Facebook, how many businesses do you see? Hundreds. When you’re driving, how many billboards or signs do you pass? Dozens. Your potential customers are drowning in messages every single day. If you show up once and expect to be remembered, you’re kidding yourself.

Research backs this up. Back in the traditional media days (think radio), people had to hear a message five to seven times before it stuck. Online? That number has skyrocketed to 15–20 times a month. Why? Because the noise is louder than ever.

This is where something called the mere exposure effect comes in. It’s a fancy way of saying: people like and trust what they see regularly. Every time someone sees your company’s name, their brain gets a little more familiar and a little more comfortable with you. So when Mrs. Johnson’s sink starts leaking at 8 p.m. on a Sunday, guess who she calls? Not the cheapest plumber. Not the one with the fanciest website. She calls the one she’s seen most often—the one who’s stayed top of mind.

Why Inconsistent Marketing Is Killing You

Now let’s talk about the mistake I see plumbers making all the time: the start-stop marketing cycle.

Here’s how it usually goes: a plumbing company runs some ads for a few months, sees a bump in calls, and thinks, “Awesome, we’re good now.” So, they stop marketing to save money. Fast forward three months, the phone stops ringing, panic sets in, and they fire things back up. Rinse and repeat.

The problem? Every time you stop, you’re not pausing—you’re resetting. Consistency builds trust, but inconsistency builds doubt. Customers notice when you disappear. The message becomes: “This plumbing company can’t even keep their marketing straight. Can I really trust them with my pipes?”

That may sound harsh, but think about the businesses you personally trust most—fast food chains, grocery stores, even local favorites in your community. What do they all have in common? They’re always there. Always advertising. Always visible. They don’t run ads for three months and then ghost you for half a year.

Consistency Beats Budget Every Time

Here’s the good news: you don’t need to outspend your competitors to beat them. You just need to outlast them.

The most successful plumbing businesses I work with don’t ask, “Can we afford marketing this month?” Instead, they ask, “How can we stay visible with the budget we have?” They think quarter-to-quarter and year-to-year, not month-to-month. Even when money is tight, they find ways to stay present in their community—because they know that consistency trumps big bursts of spending.

Think of marketing like paying rent for your business visibility. You wouldn’t skip your rent payment and expect to keep your shop, right? Same with marketing. You can’t skip visibility and expect people to keep calling you.

Three Simple Strategies for Staying Consistent

Okay, so how do you actually put this into practice? Let me give you three strategies that plumbers I work with are using right now to stay consistent without breaking the bank.

1. Focus on Smaller Areas First

Instead of trying to blanket your entire service area, dominate one pocket at a time. Be the go-to plumber in five neighborhoods, then expand. This way, your limited budget goes further because you’re saturating a smaller audience instead of barely showing up across a massive one.

2. Retarget Website Visitors

Retargeting ads are like marketing’s secret weapon. These ads follow people who’ve already visited your website and keep your name in front of them 15–20 times a month—for pennies on the dollar compared to broad ads. It’s a cost-effective way to build that familiarity and trust.

3. Think Long-Term

This might be the hardest shift to make, but it’s crucial: stop expecting every marketing dollar to return a customer instantly. Instead, view marketing as an investment in recognition and trust. Over months and years, that consistency compounds and pays off big time.

The Difference Between Struggling and Growing

When I look at the plumbers who are struggling versus the ones who are thriving, it almost always comes down to this: the thriving ones treat marketing as non-negotiable. It’s not optional. It’s not something they do “when business slows down.” It’s part of their business DNA.

They understand that consistent visibility is what makes their phone ring, not random spurts of effort. And that’s exactly why they’re winning.

Ready for a Reality Check?

Look, I know all of this can sound overwhelming. Ads, retargeting, consistency—it’s a lot to manage, especially when you’ve already got a business to run and toilets to unclog. That’s why my team and I at Mammoth Marketing for Plumbers offer free consultations.

We’ll sit down with you, analyze what you’re currently doing, and show you exactly where you might be losing customers. We’ll even give you a roadmap for how to stay consistent with the budget you have. No pressure, no jargon—just real talk about what will actually work for your plumbing business.

The Bottom Line: Don’t Starve Your Business

At the end of the day, your plumbing company is like a machine. And like any machine, it needs fuel to run. Marketing is that fuel. The question isn’t whether you can afford to market consistently—it’s whether you can afford not to. Because every day you delay, your competitors are building stronger relationships with your potential customers.

So here’s my challenge to you: commit to consistency. Treat your marketing like rent. Focus on showing up again and again until your customers can’t forget you—even if they try.

And if you want some help figuring out what consistency should look like for your business, I’d love to talk with you. Head over to TylerWilliams.net and schedule a consultation with me and my crew. We’ll help you map out a plan that keeps your business top-of-mind and your phone ringing.