Keeping Customers for Life: Why 70% of Plumbing & Heating Businesses Are Missing the Mark

Recent results from the Plumbing & Heating Business Health Check show that most businesses aren’t making the most of their existing customers. In this blog, we explore why customer retention matters more than ever - and what you can do to improve it.

Why Customer Retention Deserves More Attention

In the plumbing and heating industry, the pressure to constantly bring in new jobs can make it easy to overlook a valuable asset: the customers you’ve already served.

According to recent insights from the Your Plumbing and Heating Business Health Check, 70% of businesses scored low in the "Keeping Customers for Life" category. That means most aren’t doing enough to build long-term relationships, encourage repeat business, or generate referrals from happy customers.

What the Data Is Telling Us

This part of the healthcheck looked at things like:

• Are you collecting and responding to customer feedback?

• Do you have a process to encourage reviews and referrals?

• Are you staying in touch after the job is done?

The results show:

• 70% scored low – no structured approach to retention or referrals

• 9% scored medium – some awareness, but not fully developed systems

• Only 21% scored high – these businesses likely have processes in place and are seeing the benefits

In a trade where word of mouth and reputation matter, this gap presents a major opportunity.

Why Retention Matters (Even More Than You Think)

Customer retention isn’t just about keeping your diary full - it’s about building a business that’s more stable, more profitable, and easier to run over time.

Here’s why it matters:

• It’s cheaper to keep an existing customer than find a new one

• Satisfied customers often lead to referrals, which are easier to convert

• Repeat customers tend to spend more and book again with less hesitation

• A steady stream of returning work gives you predictability and breathing room

What Might Be Holding Businesses Back?

The low scores suggest a few common gaps:

• No system in place to follow up after a job is complete

• Not asking for reviews or referrals as part of the job wrap-up

• No regular way to stay in touch with previous customers

• Not measuring which jobs actually lead to repeat business

The result? Businesses are leaving money - and growth - on the table.

How to Improve Customer Retention (Without More Work)

Improving retention doesn’t have to be complicated. A few small steps can make a big difference:

1. Collect reviews automatically after each job - positive feedback builds trust for new customers and keeps you front of mind for old ones

2. Set up referral reminders to prompt happy customers to spread the word

3. Use automated follow-up sequences to check in after a job, offer seasonal services, or send a thank-you

4. Re-engage past customers with occasional offers or reminders using email or SMS

5. Track which customers come back - knowing your numbers helps you focus where it matters

Many of these can be automated or handled through systems like those offered in our marketing packages. From review requests to follow-up messages and seasonal campaigns, we help trades businesses put these simple - but powerful - systems in place.

Want to Know Where You Stand?

If you’re not sure how your business is doing when it comes to retention, the Plumbing & Heating Business Health Check is a great place to start.

Take the Health Check here

You’ll get a clear breakdown of your strengths and areas for improvement, along with some practical advice to help you take action.

And when you're ready to build better systems and keep more of the customers you’ve already worked hard to win, we're here to help. At get booked, we work with plumbing and heating businesses to improve marketing, simplify follow-ups, and build solid strategies that support real growth - not just more noise.