Over time, there has been a very catchy slogan that was developed to help define the plumbing industry. “If water runs through it, we do it!” This allows for anyone to understand the needs of plumbing and what plumbers do on a day-to-day basis.
If you are a plumbing company that wants to run their business based on this statement, you may find that you won’t necessarily yield the results you need to easily. Why? Because of the fact that a leaky faucet does differ between customer A and customer B. different customers have different perceptions of the same problem, and this is why you will, as the plumber, need to respond to them in different ways.
The key here is to understand your target audience and what they see as motivation. There are generally 6 variants of customers that are called “personas” and should be seen differently in each respect. These personas are developed based on raw data and represent the various silos of people that will seek your plumbing services. The personas are categorized according to goals, challenges, demographics, fears and values. By using this method of customer segmentation, you will be able to create appropriate content for each silo and connect with them the way they want to be connected with.
Here are 6 customer profiles that your plumbing business can face:
1. The homeowner
This persona is one of the most obvious ones, although, it is important to note that the persona will vary according to geographic areas. Some homeowners tend to be more cost sensitive and prefer to get plumbing repairs done by themselves. Some other homeowners believe that getting the job done right the first time is the biggest priority.
You will find that certain keywords differ per area. For example, some keywords will include “best plumber” and “best plumbing service” which alludes to the fact that this specific are is looking for high quality service. Other areas may include things like “how to…” and “cheap” or “affordable” in keywords, showing that they are trying to solve the issue themselves, or are not willing to pay a higher amount for plumbing services.
This allows you to tailor content to the various types of homeowners according to what they are searching for.
2. The real estate agent
Usually real estate agents look at plumbers as partners. Why? Because their goal is to assist clients to buy or sell houses, and a lot of the time, houses need repairs before they can be put on the market. These repairs also need to be addressed quickly, efficiently and be in-line with budget. If the right plumber is found, the real estate agent can be rest assured that the problem will be solved in a timely manner and he/she can focus on other aspects of their job such as closing property deals. This type of person will reward plumbers with good referrals and want to build long-term customer relationships.
The real estate agent persona will want to work with plumbing companies that are efficient and flexible with regards to their pricing and offers. For example, your plumbing company should include things like free estimates on larger jobs, 24/7 emergency services, same day water heater installations or services as well as warranties for new buyers.
3. The small business owner
The small business owner persona generally requires immediate assistance and can’t spend too much time dealing with plumbing problems. If there is a plumbing issue, it should be seen to as soon as possible so that their business can continue to tick. For this persona – speed, timing and responsiveness is absolutely everything.
For this specific persona, you want to look at keywords like “same-day response” and “same day installations”. These types of words are generally used in conjunction with plumbing keywords as the small business owner wants this to be done quickly and efficiently.
4. The restaurant entrepreneur
Like the small business owner, this persona wants service that is fast and responsive. They care about elements like the capability and size of the plumbing business because they tend to want to look for long-term relationships. Keywords that usually resonate with this audience include “effective service” and “rapid response”.
Essentially, the restaurant entrepreneur wants to be rest assured that you will do whatever it takes to serve him/her, and serve them well. This will also ensure that their business is kept open and runs as smoothly as possible.
5. Facilities and property manager
This persona looks for special rates and wants service to be available 24/7. Property managers work in the commercial sector and as a result, need plumbing services that are quite general. This includes elements like hot water tank replacements and commercial kitchen and bathroom repairs. Bigger services could also be required such as pump truck services and flood restoration, depending on the situation.
These types of personas generally refer good service throughout their industry, to other property managers, and they also value good service. They look for a quality partnership and will build on achieving a long-term relationship with a plumbing service.