The Customer’s Journey: How Plumbers Can Build a Brand That Lasts

All right, plumbers, let’s get real. Marketing is getting more competitive by the day, and if you’re not evolving, you’re going to end up as yesterday’s news. I don’t mean you need to ditch everything you’ve been doing, but you do need to adjust your approach.

Today, I’m talking about the customer’s journey. Because guess what? It’s not just about lead generation or SEO anymore. Sure, those are still important, but if you’re not thinking about how your customer experiences your brand from start to finish, you’re missing the point—and missing out on business.

Lead Gen and SEO Alone Aren’t Enough

I’ve had a lot of conversations recently with other marketing pros and plumbers who are scratching their heads. “Why isn’t SEO working as well anymore? Why are my leads drying up?”

Here’s the deal: there was a time when you could build an entire plumbing empire just by ranking number one on Google or throwing money at lead generation. But those days? They’re gone.

Now, there are more plumbers online than ever before, all shouting, “Pick me! Pick me!” The competition is fierce, and it’s not enough to just show up at the top of the search page.

Don’t get me wrong—SEO and lead generation still matter. But they’re just part of a bigger picture. If you’re only focusing on those two, you’re missing out on what really moves the needle: brand awareness.

Brand Awareness: Your Secret Weapon

Brand awareness isn’t a nice-to-have; it’s the must-have that keeps your phone ringing in the long run.

Think about it this way: you’re not just selling plumbing services. You’re selling trust, reliability, and a sense of security in someone’s home. If people don’t know who you are—or worse, if they think of you as just another name on Google—you’re never going to stand out.

Brand awareness is about showing up, consistently and authentically, wherever your customers are spending their time. It’s about making them think, “Oh yeah, those are the guys I trust,” long before their water heater decides to take a vacation in the middle of winter.

Step into Your Customer’s Shoes

Let’s pretend for a second that you’re your ideal customer—a middle-aged woman in a cozy suburban home. She’s just finished dinner, the kids are fighting over the last cookie, and she’s finally got a moment to herself on the couch. She’s scrolling on her phone, just trying to chill for a minute.

This is what I call a “stolen moment.” She’s not thinking about plumbing right now—she’s thinking about what’s entertaining, funny, or helpful. That’s your window of opportunity.

Stop the Boring Social Ads

Here’s where so many of you are missing the mark. You think, “I’m going to run some social media ads,” and then you slap up a Canva template with a list of services:

• Drain cleaning

• Toilet repair. Call now!

That’s not going to cut it. If I showed up here and just rattled off a list of what Mammoth Marketing does, you’d tune me out faster than I can say “backflow preventer.”

Instead, you’ve got to connect with people. Meet them where they are—scrolling, relaxing, and looking for a laugh or a tip they didn’t know they needed.

Start Conversations, Not Sales Pitches

One of the best ways to build brand awareness is to start a conversation. Don’t just tell people what you do—ask them to share their experiences.

For example, run a post that says:
“Hey, what’s the craziest thing your kids have flushed down the toilet?”

Trust me, parents have stories. Hairballs the size of a raccoon, toys that mysteriously vanish, you name it. Suddenly, you’re not just a plumber—you’re part of their day, and they’re part of yours.

Consistency Builds Trust

Here’s the secret sauce: you can’t just do this once and call it a day. You need to show up consistently—with different, interesting messages that keep your brand top of mind.

The more times someone sees your company’s name, the more they start to trust you. It’s called building a “psychological profile” in their mind. They’re not just thinking, “I need a plumber.” They’re thinking, “I know exactly who I’m calling when the sink explodes.”

Be More Than Just a Plumber—Be the Hometown Hero

A lot of you are so focused on leads that you’re forgetting what makes a plumber truly great: personality.

When you show up in your community—whether it’s online, in mailers, or at local events—you’re not just another plumber. You’re the plumber who’s always there, the plumber who’s part of the neighborhood, the plumber they’d invite over for a barbecue (okay, maybe not literally, but you get the idea!).

Get Involved Locally

Want to take it to the next level? Don’t just advertise—participate. Sponsor a local baseball team, set up a booth at a community event, or do a charity drive for a local cause.

When you’re out there shaking hands and making memories, people remember. They’re not going to Google “plumber near me” when there’s water in their basement—they’re going to call the plumber who’s been part of their lives all along.

Why Brand Awareness Beats the Algorithm

SEO and lead generation are still important. I’d never tell you to stop doing them. But those are short-term plays—ads that get you one lead at a time, at a high cost per lead.

Brand awareness, on the other hand, is a long-term investment that keeps paying off. A well-placed social ad or a sponsored post might get you a click or two, but a community that knows, likes, and trusts you? That’s worth its weight in gold.

Own Your Neighborhood

Most of you can’t outspend the big guys—the private equity firms with bottomless budgets and 6,000 Google reviews. And guess what? You don’t have to.

You just need to own your zone.

Pick the top three neighborhoods you want to be the go-to plumber in. Then go all-in:

• Run your SEO campaigns there.

• Do door knocking and mailers.

• Host community events.

• Be active on Facebook and TikTok.

• Show up again and again.

If you do this right, you’re not competing with the whole world—you’re building a loyal following in the neighborhoods that matter most to you.

A Final Thought (and a Friendly Rant!)

I know this sounds like a lot, but trust me, it’s worth it. I see too many plumbers pouring thousands of dollars into Google Ads, chasing every lead one at a time, when they could be spending a fraction of that to build a brand that works for them 24/7.

Remember: marketing isn’t just about getting leads. It’s about being the plumber they already know they can trust.

Want Some Help? Let’s Talk!

If you’re feeling stuck, don’t worry—I’ve got you covered. My team and I do free consults where we’ll take a look at your marketing and help you figure out what you should be focusing on right now.

No pressure, no sales pitch. Just real, actionable advice you can use to grow your business.

👉 Schedule a consultation with my team here. Let’s build the brand you deserve!

Final Words: Build Your Brand, Build Your Business

The customer’s journey isn’t about a single click or a quick fix—it’s about showing up over and over again until your brand is the first name that pops into their head when they need a plumber.

So go out there, show some personality, and be the plumber your community can’t imagine living without.

Let’s make your brand the talk of the town—and maybe even the next barbecue.