Lean Marketing

Before (Prospect)

1. My Target Market

Primary Target Market Summary

Homeowners, property managers, schools, childcare centres, and SMB owners needing reliable plumbing or roofing work.
They value punctuality, upfront pricing, clear updates, and quality work over the lowest quote.
Best fit jobs are urgent repairs, maintenance, leak issues, roof plumbing, and mid-value one-off service work.

Audience Type

Both
Residential homeowners
Property managers and landlords
Schools and childcare centres
Small business owners and facility operators

Industries (if B2B)

Property management and real estate
Education and childcare
Retail and hospitality
Professional services offices
Light commercial facilities

Needs – Primary Buying Considerations

Fast response and dependable arrival times
Upfront pricing before work starts
Clear explanation of options and recommendations
Licensed, insured, and professional tradespeople
Fix it right first time where possible
Minimal disruption to home, tenants, staff, or customers
Emergency support when issues are urgent
Ongoing maintenance advice to prevent repeat problems

Demographics

Age Range: 30-65
Gender: All genders
Geography: Local service area in Australia, metro and nearby suburbs
Income Level: Middle to high household income; SMBs with maintenance budgets
Profession: Homeowners, landlords, property managers, principals, centre directors, business owners
Business Size: 1-50 staff; single-site to small multi-site operators

Psychographics

Lifestyle: Time-poor, responsibility-heavy, prefer trusted providers who make service easy
What they value: Reliability, honesty, communication, cleanliness, accountability, and workmanship
Pain Points: No-shows, vague quotes, poor communication, repeat callouts, property damage, tenant complaints
Buying Behavior: Research online, call for quick help, compare trust signals, act fast on urgent issues
Decision-Making Roles (Optional. Only include in ouptput if B2B Audience):
Primary Decision Maker: Homeowner, property manager, business owner, principal, centre director
Secondary Decision Influencers: Spouse, tenant, office manager, facilities contact, admin staff
Support Roles: Accounts payable, receptionist, site contact, maintenance coordinator

Secondary Target Market (only if applicable)

Insurance-related and referral-driven customers needing documented repairs and photo reporting.
Often need clear records, scope visibility, and dependable follow-up for approvals or compliance.
Includes landlords, strata-related contacts, and businesses managing risk or recurring maintenance.

2. My Message to My Target Audience

Refined Elevator Pitch

The Plumbing and Roofing Company provides reliable plumbing and roofing for homes and sites
through upfront pricing, clear updates, and accountable tradies, so customers feel at ease.

Understanding Their Pain Points

Unreliable tradies who do not show up or keep customers informed
Stuck chasing answers, waiting around, and unsure what the job will cost
Cheap fixes, corner-cutting, and repeat problems that waste time and money

Transformation

Know who is coming, when they will arrive, and what the job will cost
Feel confident, informed, and looked after from booking to completion
Get the issue fixed properly with less stress, less mess, and fewer surprises

Unique Selling Proposition (USP)

Upfront pricing before work begins, with clear options and honest advice
Same plumber manages the job where possible for better accountability
Booking confirmations, ETA tracking, and on-the-way SMS keep customers updated
Licensed, insured, and committed to quality work done right the first time

Brand Values & One-Liners

We turn up when we say we will.
We fix it right, not just fast.
No guesswork. No hidden costs.
Clear communication from first call to final clean-up.
Quality workmanship without cutting corners.

Tone

Honest, dependable, and down-to-earth. Customers should feel informed, respected, and relaxed.

Hero Text Idea

Flag Text: Trusted Local Plumbing Experts
Main Headline: Reliable plumbing and roofing done right the first time.
Sub Headline: We show up, explain your options, and give upfront pricing before work starts.
From leaks to repairs, you get clear communication and quality workmanship without the runaround.
CTA: Book your plumbing service today

3. The Media I Will Use to Reach my Target Market

Website

Keep WordPress; use fast local service theme with suburb service pages
Hero: upfront pricing, on-time arrival, fix-it-right message above fold
Add click-to-call sticky button on mobile across all service pages
Add suburb pages for each service area with unique local proof
Add emergency plumbing page with call CTA and after-hours info
Add roof plumbing page with photos, scope examples, and FAQs
Add trust badges: licensed, insured, reviews, ServiceM8 updates
Add team section showing who may attend and service standards
Add finance or payment options if available for larger repair jobs
Track calls, form fills, quote requests, booked jobs, SMS clicks
Track source by suburb, service, device, and first-time vs repeat lead
Prioritise mobile UX; urgent trade searches are mostly phone-led
Keep desktop strong for schools, PMs, and SMB quote enquiries

Social Media

Focus on Facebook, Instagram, and Google Business Profile
Use Facebook for local trust, before-after jobs, reviews, offers
Use Instagram for Reels, project photos, roof and leak visual proof
Use Google Business Profile weekly for updates, offers, and photos
Post 3 times weekly on Facebook and Instagram
Post Stories 2 to 4 times weekly with on-the-way and job snippets
Share before-after leak repairs, blocked drains, gutter issues
Film short Reels: what caused it, fix used, prevention tip
Show clean vans, uniforms, tidy work areas, and team intros
Post review graphics with suburb and service type named
Create seasonal posts before storm season and heavy rain periods
Add lead CTA on every post: call now or book inspection

Paid Advertising

Prioritise Google Ads for high-intent local plumbing searches
Run Search campaigns for emergency plumber and blocked drain terms
Run Search campaigns for roof leak, gutter repair, storm damage terms
Split campaigns by residential and commercial intent keywords
Use call-only ads during business hours for urgent jobs
Use location targeting to service suburbs only, no broad state reach
Add call extensions, location assets, and lead form assets
Bid higher on emergency and same-day service keywords
Run Meta retargeting to site visitors and engaged video viewers
Use Meta local awareness ads with reviews and before-after proof
Promote storm-season roof checks and maintenance offers on Meta
Track booked jobs, not just leads, inside GoHighLevel

SEO and Content

Target service plus suburb keywords across core service pages
Build pages for blocked drains, leak detection, hot water, roof leaks
Create pages for strata, schools, childcare, and property managers
Optimise Google Business Profile with weekly photos and service posts
Request Google reviews after every completed job via SMS flow
Add review prompts by service type: leaks, gutters, emergency, roofing
Publish monthly blog: signs of roof leaks before storm season
Publish monthly blog: what upfront pricing should include
Publish monthly blog: what to do before the plumber arrives
Publish monthly blog: maintenance tips for landlords and PMs
Add FAQ schema on service pages to win more SERP visibility
Earn local backlinks from chambers, clubs, schools, and suppliers

Directories

Optimise Google Business Profile as the top local directory priority
Create or refine Bing Places listing for older desktop search users
Join True Local and start collecting review volume there
Join Yellow Pages Australia with tracked call number
Create Oneflare profile for local quote visibility and reviews
Create hipages profile only if lead quality and margins stay healthy
Join Word of Mouth Online for trust-building and local discovery
List on ServiceSeeking selectively for gap-filling only
Join local Chamber of Commerce member directory
List on industry groups relevant to roofing and plumbing licensing

Partnerships & Outreach

Build referral ties with real estate PMs and boutique agencies
Target strata managers needing reliable leak and roof response
Partner with childcare centres for maintenance checks and compliance
Approach school business managers for holiday maintenance windows
Partner with electricians for cross-referrals on water-damage issues
Partner with builders handling small remedial and defect jobs
Partner with pest inspectors spotting moisture and roof issues
Partner with insurance assessors needing photo-documented repairs
Partner with restoration firms handling water ingress jobs
Offer agents a priority booking line and photo report turnaround
Drop capability one-pagers to local offices, centres, and schools

Content Recommendations

Before-after blocked drain clearances with cause and prevention tip
Roof leak case study with photos, timeline, and fix summary
What a no-surprises plumbing visit looks like from booking to finish
3 signs your gutters are causing internal water damage
Why upfront pricing saves money versus vague hourly estimates
What property managers need in a plumbing photo report
Storm prep checklist for homeowners before heavy rain season
School holiday maintenance checklist for education sites
Childcare bathroom and hot water maintenance tips
How to choose a plumber if reliability matters more than price

Offline and Local Media

Continue mailbox drops in suburbs with strong past job density
Use Every Door Direct style routes around recent completed jobs
Drop flyers to higher-income homes and older housing stock areas
Create magnet cards for kitchens, laundries, and meter boxes
Add vehicle wraps with on-time and upfront pricing message
Use corflute signs at approved job sites for roof and drain work
Sponsor local junior sport clubs in core service suburbs
Attend chamber breakfasts and local business networking events
Print capability sheets for PMs, schools, and childcare centres
Letterbox storm-prep offers before wet season in target suburbs

Publications

Pitch case studies to The Adviser sections of local community papers
Submit expert tips to local News Corp community mastheads
Contribute maintenance tips to real estate agency newsletters
Pitch trade advice columns to Sourceable for SMB facility readers
Offer seasonal storm-prep commentary to local radio producers

Online Networking

Be active in local suburb Facebook groups with advice-first posts
Join landlord and property investor Facebook groups in your region
Join Australian Property Investors and landlord Reddit threads carefully
Follow and engage in Facility Management Association discussions
Monitor local community pages for storm and leak-related needs

Cold Outreach

Email boutique property managers with service promise and sample report
Call childcare directors with holiday maintenance availability
Email school business managers before term breaks with checklists
Message local strata managers on LinkedIn with roof leak capability
Follow up all outreach with printed one-pager and review examples

During (Lead)

1. My Lead Capture System

Lead Magnet

Storm Season Home Leak Checklist for homeowners in older suburbs
PDF checklist with urgent steps, prevention tips, and call CTA
Upfront Pricing Guide for Plumbing Jobs to reduce price anxiety
Explains quote inclusions, options, and red flags to avoid
Property Manager Plumbing Response Checklist for PMs and landlords
Covers tenant comms, photo reports, approvals, and urgent actions
Roof Leak First Response Guide for homes, schools, and SMB sites
Shows what to do before damage spreads and when to call
School and Childcare Wet Area Safety Checklist for site managers
Focus on toilets, hot water, leaks, and holiday maintenance checks

Tripwire Offer

$79 Home Plumbing Safety Check with photo summary and next-step quote
$99 Roof and Gutter Leak Inspection before storm season
Free 15-min Property Manager Priority Setup Call for new PM partners
Fixed-price Preventative Maintenance Visit for SMBs and childcare sites

Welcome Sequence

Email 1: Deliver guide and restate on-time, upfront pricing promise
Email 2: Show 3 common issues and when to book fast
Email 3: Share review plus before-after case study by service type
Email 4: Explain booking process, ETA SMS, and who will attend
Email 5: Offer inspection or quote with suburb-specific CTA
SMS after opt-in: Link to guide and click-to-call booking option
Missed form follow-up after 10 mins with call-back offer

Segmentation

Tag by audience: homeowner, PM, school, childcare, SMB
Tag by service: emergency, blocked drain, leak, hot water, roofing
Tag by urgency: same day, this week, quote only, maintenance
Tag by suburb to track lead quality and mailbox drop ROI
Tag by source: SEO, Google Ads, Meta, referral, flyer, GBP
Tag by asset downloaded to trigger relevant follow-up sequence
Create pipeline split: urgent jobs, quoted jobs, maintenance nurture

Chatbot and Automation

Add sticky mobile form with 3-step booking request on all pages
Ask service type, suburb, urgency, and preferred contact method
Add click-to-call bar during business hours on mobile
Use chatbot only for after-hours triage and lead capture
Bot should qualify issue, location, urgency, and asset type
Push all web leads into GoHighLevel with source and page tags
Trigger instant SMS: received, next contact time, emergency call option
Auto-send missed call text with booking link and call-back option
Route PM and school leads to priority callback queue
Add hidden UTM capture fields to every form for campaign tracking
Build landing pages by service plus suburb with matched lead magnet
Add form option for photo upload on leak and roof enquiry pages
Track booked job rate by source, asset, and service category

2. My Lead Nurturing System

Marketing CRM

Current platform: GoHighLevel
Use GHL for forms, email, SMS, missed-call text back, and pipeline automation
Keep WordPress site; connect all forms to GHL with UTM and page-source capture
Build smart lists by audience, service, urgency, suburb, and lead magnet downloaded
Add call tracking via CallRail or GHL call reporting for source-to-booked-job visibility
Sync ServiceM8 booking status to GHL using Zapier or Make for live job-stage updates
Add review request automation post-job tied to Google Business Profile links by service

Sales CRM

Keep pipeline inside GoHighLevel for lead-to-job handoff
Stages: New Lead, Contacted, Booked, On-Site, Quoted, Approved, Won, Lost, Reactivate
Create separate pipelines for Urgent Jobs, Quote Jobs, and PM or School Accounts
Auto-assign PM, school, and childcare leads to priority callback queue
Trigger task if no call or SMS reply within 10 minutes during business hours
Mark lost reasons: price, no response, went elsewhere, not service area, timing
Push won jobs into 90-day and 12-month maintenance reminder lists where relevant

Automated Follow-Ups

Post-opt-in email plus SMS sent instantly with guide link and click-to-call CTA
Missed form follow-up after 10 minutes with call-back offer and direct phone link
Missed-call text back instantly with booking link and emergency call option
New enquiry sequence: Day 0, Day 1, Day 3, Day 7, Day 14
Sequence content: trust proof, booking process, case study, FAQs, suburb CTA
Quote follow-up: 2 hours, 24 hours, 3 days, 7 days after quote sent
Quote sequence includes options recap, review proof, financing if available, next step CTA
Abandoned booking form SMS after 15 minutes if phone captured
No-response reactivation at 30 days and 90 days with seasonal inspection offer
Post-job follow-up at 24 hours to confirm satisfaction and request Google review
Maintenance reminders every 6 to 12 months by service type and property type
Storm-season trigger for roof and gutter leads 4 to 6 weeks before heavy rain period
Property manager follow-up includes sample photo report and priority booking line

Newsletter

Send 2× monthly newsletter to non-urgent leads and past customers
Segment by homeowner, property manager, school, childcare, and SMB
Homeowner topics: leak prevention, hot water tips, storm prep, before-after jobs
PM topics: tenant comms, approvals, photo reporting, recurring maintenance tips
School and childcare topics: holiday checks, wet area safety, hot water compliance
SMB topics: minimal-disruption repairs, scheduled maintenance, roof leak prevention
Include 1 case study, 1 seasonal tip, 1 review, and 1 clear booking CTA each send
Suppress active quote and active job contacts from generic newsletter during service window

Retargeting & Ads

Run Meta retargeting to site visitors, form starters, and 50% video viewers
Goal: bring back quote-stage and research-stage leads not ready to call yet
Use 14-day retargeting for urgent services and 30 to 90-day for planned jobs
Creative: reviews, before-after repairs, upfront pricing, on-time arrival promise
Run Google Display or YouTube remarketing for roof leaks and maintenance guides
Exclude converted customers for 30 days after job completion
Build separate retargeting audiences for homeowners vs PM and school leads

Social Media and Content

Post 3× weekly on Facebook and Instagram
Post weekly on Google Business Profile with job photos, updates, and offers
Publish 2 to 4 Stories weekly showing on-the-way, tidy work, and quick site updates
Content mix: before-after jobs, review graphics, team intros, prevention tips, FAQs
Film 2 short Reels monthly on common issues and what customers should do next
Re-share email content as social posts to keep nurture messaging consistent
Add CTA on every post: call now, book inspection, or download checklist
Prioritise suburb-named proof posts to build local trust and recall

Webinars and Events

No webinar focus; low fit for urgent B2C plumbing demand
Use seasonal checklist campaigns instead of live events
Offer quarterly PM breakfast or toolbox-style briefing for agency partners
Topic ideas: leak response workflow, photo reports, roof storm prep, tenant comms

Other Nurture Channels

SMS is core channel for speed-sensitive leads; keep messages short and action-led
Use GHL chatbot only after hours for triage, suburb capture, and urgency routing
Add photo-upload form on leak and roof pages to improve quote readiness
Send 1-click booking links in SMS for inspections and quoted jobs
Use ringless voicemail only for cold database reactivation if legally compliant locally
Create direct WhatsApp only if customer base requests it; not a primary channel in AU
Trigger compliance and maintenance reminders for schools and childcare by calendar date

3. Sales Conversion Strategy

Sales Process

Route all leads into GoHighLevel with source, suburb, service, and urgency tags
Answer calls with 3-part script: reassure, qualify, book next step
Use missed-call text in 60 seconds with callback promise and booking link
Ask 5 key questions: issue, location, urgency, access, decision maker
Pre-qualify fit by service type, budget range, and service area
Offer two paths: same-day service or booked inspection and quote
Send booking confirmation with arrival window, plumber name, and next steps
Send on-the-way SMS with ETA and vehicle or team details
Use on-site checklist so every plumber explains issue, options, and risks
Present 2 to 3 options: good, better, best where appropriate
Give upfront price before work starts unless further investigation is needed
Use simple quote layout: problem, scope, inclusions, exclusions, price, timing
Ask for approval on site with clear close: would you like us to fix this today
Collect deposit on larger jobs before scheduling materials or return visit
Send quote by SMS and email within 2 hours of inspection where possible
Follow quote with call in 24 hours to answer questions and remove doubt
Use 3-step follow-up: day 1 call, day 3 SMS, day 7 final check-in
Mark stale quotes at 14 days and trigger reactivation offer if appropriate
For PMs and schools, include photo report and approval-ready scope summary
After job completion, confirm satisfaction before requesting payment and review
Trigger maintenance reminder flows for gutters, leaks, hot water, and compliance

Sales Assets

Create inbound call script for urgent homeowner and PM enquiries
Create office triage SOP for emergency, standard, and quote-only jobs
Create inspection checklist for plumbers to standardise diagnosis and upsell
Create objection script for price, timing, trust, and compare-quotes concerns
Create on-site close script focused on safety, cost of delay, and convenience
Create quote template with photos, scope notes, and optional add-ons
Create PM capability one-pager with response times and reporting examples
Create school and childcare quote template with site safety notes
Create Wall of Love page grouped by blocked drains, leaks, roofing, emergency
Create before-and-after case studies with suburb, issue, fix, and result
Create FAQ sheet: pricing, callout, warranty, after-hours, and clean-up
Create why-us comparison sheet vs cheap quote and vague hourly pricing
Create post-job review request script for office staff and technicians
Create referral ask script for happy customers and property managers

Testimonials and Case Studies

Ask for review after successful payment and satisfaction check on same day
Send SMS review request with direct Google link and service type mentioned
Ask customers to mention punctuality, pricing clarity, and communication
Capture 1 photo-rich case study each week from completed jobs
Prioritise reviews from emergency jobs, roof leaks, and PM clients
Add reviews beside every service page and quote request form
Place 3 strongest reviews on homepage above the fold
Add suburb-specific reviews to local landing pages
Insert relevant testimonial blocks into quotes and follow-up emails
Build printed review sheet for in-home quoting and PM meetings

Conversion Rate Insights

Track lead to booked job rate by source, service, and suburb
Track quote to approval rate for jobs above 1000 dollars
Track missed-call rate and time to first response
Track average days from quote sent to approval
Track close rate by technician to identify coaching needs
Set target: answer or respond to 95 percent of leads within 5 minutes
Set target: convert 70 percent of service calls into booked visits
Set target: convert 50 percent of quoted mid-ticket jobs within 14 days
Review lost quotes weekly and tag loss reason: price, delay, no trust, no decision

Urgency and Offers

Use storm-season roof and gutter check offer before heavy rain periods
Offer priority booking for approved quotes within 48 hours
Offer same-week scheduling for PMs who approve on first quote issue
Use cost-of-delay messaging for leaks, water damage, and mould risk
Add seasonal reminders: before storms, before school term, before holiday closure
Offer bundle pricing for fix plus preventative maintenance on same visit
Offer fast-mover bonus: free basic roof or plumbing health check with approved job
For landlords, frame urgency around tenant disruption and property damage risk

Guarantees and Risk Reversal

Promote workmanship commitment in every quote and booking confirmation
Offer clear warranty terms on labour and supplied parts where applicable
Promise upfront pricing approval before work starts, no surprise charges
Promise communication standards: confirmation, ETA, and update if delayed
Offer tidy-site promise: respect property and clean work area before leaving
Add satisfaction check within 24 hours for larger jobs
For quoted work, state any valid exclusions clearly to build trust

Shock and Awe

Leave a fridge magnet with emergency number and maintenance tips
Leave simple prevention checklist after leak, drain, or gutter jobs
Send handwritten thank-you card to top referral partners and PMs
Deliver printed seasonal maintenance guide to schools and childcare centres
Include photo report and completed works summary for higher-value jobs

After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Instant ServiceM8 booking confirmation with job window, tradie name, and next steps
New customers get a short welcome email outlining process, pricing, and access requirements
Pre-visit SMS asks for photos, parking notes, pets, and gate codes to avoid delays
Day-before reminder confirms arrival window and who will attend the property
First-time clients receive a "What to expect on the day" checklist by SMS or email

Communication Cadence

On-the-way SMS sent when tradie departs, with live ETA where available
If running over 15 minutes late, customer gets a proactive call and revised ETA
After inspection, tradie explains issue in plain English before discussing solutions
Options are presented as good, better, best where appropriate, with upfront pricing
For multi-step jobs, send end-of-day update with completed work and next visit timing
Property managers get one central update thread for tenant, owner, and office coordination

Client Education

Send a simple post-job care guide tailored to taps, leaks, drains, hot water, or roofing
Build a FAQ page answering common plumbing and roof repair questions before callout
Record short phone videos showing shut-off valve locations and emergency steps
Provide seasonal maintenance tips by email before storm season and winter peak periods
Give schools and childcare sites a simple compliance and maintenance checklist

Personalized Touches

Leave a handwritten thank-you card for first-time jobs over a set value
Save customer preferences in CRM: pets, access notes, preferred contact method, site rules
Send a birthday month "priority booking" message instead of discount-heavy offers
Celebrate 12-month repeat customers with a free plumbing health check on next visit
For stressful emergencies, send a same-day reassurance text after completion
Welcome back returning clients by name and reference past work on arrival

Visuals and Documentation

Capture before-and-after photos for roof leaks, blocked drains, and visible repairs
Email a clean job summary with findings, work completed, and maintenance advice
Provide photo reports for landlords, insurers, and property managers needing records
Tag all site photos by address and job type in CRM for easy future reference
For quoted works, include annotated photos to explain scope and reduce confusion

Feedback and Proactive Support

Send a 2-question feedback SMS 24 hours after job completion
Trigger a manager call for any rating below 4 stars within one business day
Add unresolved issues to a daily follow-up list until customer confirms closure
Call first-time customers 7 days later to check repair performance and answer questions
Track repeat issues by property to spot long-term problems before they escalate
Invite happy customers to leave a Google review with a direct link and tradie name

Guarantee or Promise

Promise upfront pricing before work begins, unless hidden damage changes the scope
Promise arrival updates and proactive notice for delays over 15 minutes
Workmanship concerns are inspected promptly and made right where responsibility is ours
No-surprises promise: customers approve options before any extra chargeable work proceeds

Operational Excellence

Tradies arrive in clean uniforms, branded vehicles, and tidy up before leaving
Use shoe covers and drop sheets in occupied homes, childcare centres, and offices
Standardise a 5-minute arrival routine: greet, confirm issue, protect area, explain plan
Require a completion checklist: test work, clean site, photos taken, invoice sent
Keep common parts stocked to improve first-visit fix rates on everyday jobs
Offer priority scheduling for emergencies, vulnerable households, and repeat clients
Use CRM reminders for annual maintenance, compliance testing, and seasonal roof checks

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Launch annual Home Care Plan with 1 plumbing and 1 roof inspection
Price plan at $249 to $399 yearly with priority booking included
Offer 10% member discount on approved repairs up to a set cap
Add annual backflow and TMV compliance plans for schools and childcare
Create quarterly maintenance contracts for property managers with multi site pricing
Offer annual gutter, downpipe, and stormwater inspection plans before wet season
Use 30 day pre renewal SMS and email reminders from GoHighLevel
Offer 1 month free on annual prepay for commercial maintenance agreements

Upsells & Cross-Sells

Add CCTV drain inspection upsell on blocked drain callouts
Add hydro jetting after temporary drain clears to reduce repeat issues
Offer leak detection upgrade when high water use is mentioned
Bundle roof leak jobs with gutter clean and downpipe flow test
Add water pressure test and valve check on general plumbing visits
Offer hot water unit upgrade options with 3 tier quote choices
Cross sell roofing checks after storm related plumbing callouts
Offer annual compliance testing after school and childcare repair jobs
Add photo report upgrade for landlords and insurance related jobs
Offer minor preventative fixes same visit with approved price menu

Bundling & Packaging

Create Good Better Best options on every quote to lift average job value
Build Home Safety Package: leak check, pressure test, drains, gutters
Build Landlord Turnover Package for vacate inspections and minor rectification
Build School Compliance Package with scheduled testing and documented reports
Create Storm Prep Package before rainy season for roofs, gutters, drains
Offer Emergency Plus package with afterhours support and next day checks
Package annual inspections with member pricing on repairs for easy renewal

Loyalty & Retention Programs

Launch VIP Priority Club for repeat homeowners after second completed job
Give members priority scheduling during peak rain and emergency periods
Offer $100 future service credit after spend thresholds are reached
Send 6 month maintenance reminders based on last job type completed
Add birthday month gutter check or tap service offer for past clients
Reward property managers with quarterly account review and service credits
Track repeat customer status in ServiceM8 and GoHighLevel tags

Custom Services and Personalization

Assign the same plumber to repeat clients where scheduling allows
Save property notes, past fixes, asset photos, and preferred access details
Build custom maintenance calendars by property type and issue history
Send personalized video summaries after larger repairs or roof jobs
Offer white glove tenant communication for property manager accounts
Provide custom approval workflows for schools and childcare centres

Pricing Strategy

Give 5% to 8% discount for annual prepay maintenance plans
Add multi property pricing tiers for landlords and property managers
Use 3 option quotes to anchor higher value permanent repair choices
Charge premium emergency membership for priority response and lower callout fee
Review top 10 local competitors quarterly for pricing, warranty, and inclusions
Increase prices 5% to 10% if close rates stay steady above target margin
Add minimum service bundle for small jobs to improve average invoice value
Include workmanship warranty tiers tied to premium repair options

Customer Data and Insights

Tag every customer by asset type, job type, urgency, and client segment
Build reminder automations for hot water age, gutters, roofs, and compliance dates
Track repeat callouts by issue to flag upgrade or permanent fix offers
Monitor LTV by segment: homeowner, landlord, school, childcare, SMB
Trigger win back campaigns at 6 and 12 months with tailored maintenance offers
Record quote option chosen to refine packaging and pricing over time
Track plan renewal rate, repeat rate, average invoice, and time between jobs
Use missed quote follow up sequences for approved works not yet booked
Create weather based campaigns for storm prep and post storm inspections

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Give referrers a $100 gift card after a completed job over $1,000
Offer referees a $50 first-service credit or free plumbing inspection
For emergency jobs, offer priority booking to referred new customers
For property managers, give a quarterly credit after 3 completed referrals
For schools and childcare, offer a free annual site check after 2 referrals
Add a VIP maintenance reminder list for customers who refer twice

Shareable Assets

Create a simple referral landing page with name, mobile, and job type fields
Print wallet-sized referral cards for vans, invoices, and completed job packs
Add a QR code on invoices linking to the referral page
Send post-job SMS with a referral link customers can forward in seconds
Create 3 ready-made text messages for customers to send to friends
Make a before-and-after photo template for Facebook community groups
Add referral mention to email signatures and booking confirmation emails

Timing and Triggers

Ask right after a 5-star review, thank-you email, or positive phone feedback
Ask after successful emergency callouts when relief is highest
Ask after leak repairs, hot water installs, and visible roof fixes
Trigger referral SMS 24 hours after payment and satisfaction check
Trigger second ask 30 days later with seasonal maintenance angle
Prompt plumbers in ServiceM8 to ask when customer says great job
Tag happy customers in GoHighLevel and enter them into referral automation

Client Success Stories

Request a photo testimonial after neat, visible, high-trust jobs
Feature short stories on punctuality, upfront pricing, and clean work
Share case studies for landlords, schools, and small businesses
Turn reviews into branded quote tiles for Facebook and Google posts
Use customer stories in referral emails with a clear send-to-a-friend CTA
Highlight same-plumber accountability in testimonial graphics

Referral Contests

Run a quarterly draw for a $500 local home improvement voucher
Give one entry per completed referral job over $1,000
Offer bonus entries for 2 or more referrals in a quarter
Announce winners on Facebook and in the email list
Keep contest simple with clear dates, prize, and tracking rules

Partner or Affiliate Programs

Build a partner list of real estate agents, property managers, and handymen
Offer partners a referral fee or account credit per completed job
Create a VIP trade partner line for faster booking and updates
Give childcare and school admins a direct booking contact and priority support
Track every partner referral source in GoHighLevel pipelines
Provide partners with co-branded flyers and a unique QR code
Recruit 3 to 5 local micro-influencers in home and community niches

Thank-You Experience

Send a handwritten thank-you card for every successful referral
Upgrade top referrers with a premium hamper at year end
Call top referrers personally to thank them within 48 hours
Feature standout referrers as local legends on social media with permission
Give repeat referrers early access to maintenance slots in busy seasons
Include a fridge magnet and extra referral cards in thank-you packs

The Plumbing and Roofing Company Pty Ltd

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