BUSINESS AND TRAINING 13
Marketing moves every Plumbing business must make
By
Craig Lourens, ActionCOACH, Business Coach
Do you have business related questions? Coach Craig is a professional business coach who is keen to answer your queries. Email your business questions to megan @ interactmedia. co. za, with the subject line‘ Ask Coach Craig’.
Let’ s get straight to it.
A lot of plumbing businesses don’ t have a marketing problem – they have a visibility problem. If your business is living off of word-ofmouth and referrals, then you are on a rollercoaster: busy one month, dry the next. That’ s not a strategy. That’ s hope. And hope is not a business plan.
Here are five no-nonsense marketing strategies that Brad Sugars, CEO of ActionCOACH would tell every plumber to put in place – yesterday.
1. Build a website that actually works – not just a digital brochure. Your website should:
• Tell people exactly what you do and where.
• Offer an easy way to book or request a quote.
• Show off your reviews and recent projects.
• Capture leads – even after hours.
4. Show, don’ t tell – use social proof.“ People buy from people they trust”, so show them how you are trusted by your existing customers:
• Before-and-after pics.
• Short testimonial videos from happy clients.
•“ Day in the life” posts from your team.
You’ re not just marketing plumbing – you’ re marketing credibility, reliability and speed.
© Plumbing Africa
Craig Lourens, Business Coach.
5. Build a repeat and referral engine – Referrals are great, but waiting for them isn’ t.
If your site doesn’ t help convert visitors into leads while you’ re sleeping, it ' s just an online business card.
2. Leverage Google business like a pro – when someone searches“ plumber near me”, will you show up?
If you haven’ t claimed and optimised your Google Business Profile, you’ re invisible. Add:
• Clear service area details.
• Updated photos.
• Customer reviews( aim for at least 50).
• Include posts with promotions or job updates.
You want to dominate the local map pack – make sure you are not sitting on page two.
3. Run paid ads that target your ideal jobs – stop spraying and praying. Use Facebook or Google Ads to:
• Target suburbs where you know your ideal customers are located.
• Promote emergency services or weekend availability.
• Highlight seasonal offers( e. g., geyser checks before winter).
Paid ads let you go fishing where the fish are – and use the right bait.
Create systems including:
• Offer a referral reward( for example, R200 off for every new client sent).
• Set up an email campaign to stay in touch with past clients.
• Follow up after a job and ask for a review and a referral.
This turns a once-off job into a lifelong customer – and a pipeline of steady work.
Final word Marketing isn’ t just for big businesses— it’ s how small ones get big. If you don’ t control your lead flow, you don’ t control your future. Take these five strategies, action one each week, and within a month you’ ll see the difference. The pipeline doesn’ t fill itself. You’ ve got to turn the tap. PA
Coach Craig
“ Marketing isn’ t just for big businesses— it’ s how small ones get big.”
October 2025 Volume 31 I Number 08 www. plumbingafrica. co. za