Turning Leads into Jobs: Where Are Plumbing & Heating Businesses Falling Short?

Every plumbing and heating business owner knows that generating leads is only half the battle. The real challenge is turning those leads into booked jobs. Yet, according to the latest results from our Plumbing and Heating Business Health Check, a staggering 45% of businesses are struggling in this area.

This is a critical issue - because no matter how many leads you generate, if you’re not converting them into paying customers, your business growth will hit a wall.

What’s Going Wrong?

Our latest findings highlight two key areas where many plumbing and heating businesses are falling short:

1. Lack of a Structured Follow-Up Process
   Many business owners assume that if a lead doesn’t book a job straight away, they’re not interested. But the reality is that most customers need multiple touchpoints before they make a decision. Despite this, our results show that many businesses don’t have a formal follow-up system in place.

   A simple, structured follow-up process - whether via phone, email, or text - can significantly increase conversion rates. In fact, businesses that follow up consistently are much more likely to turn undecided leads into paying customers.

2. Low Lead-to-Job Conversion Rates
   Our data shows that only 27% of businesses are converting a high percentage of leads into jobs. This means that the vast majority are missing out on potential revenue, either due to slow response times, inconsistent communication, or a lack of effective sales strategies.

How to Convert More Leads into Jobs

If you’re struggling to turn enquiries into confirmed bookings, the good news is that small, targeted changes can lead to big improvements. Here are some steps you can take:

1. Implement a Formal Follow-Up Process

Not every lead will book immediately, but that doesn’t mean they’re lost forever. Following up multiple times - through phone calls, emails, or text reminders - can significantly improve conversion rates.

Tip: Automating your follow-ups using tools like email sequences, SMS reminders, or a chatbot can help ensure no lead slips through the cracks.

2. Improve Response Times

Customers looking for plumbing and heating services often need help quickly. If your response time is slow, they’ll move on to a competitor.

Tip: Implementing a missed call text-back service or using a centralised communication system can help you respond faster and win more jobs.

3. Refine Your Sales Approach

If leads are coming in but not converting, it may be time to refine your sales strategy. This could mean:

• Clearly communicate your value proposition (why should they choose you over competitors?)

• Handling objections effectively (e.g., price concerns, scheduling issues)

• Offering flexible booking options or incentives to encourage sign-ups

Tip: Creating quotation follow-ups or branded welcome sequences can help nurture leads and increase conversions.

4. Leverage Digital Marketing for Higher-Quality Leads

Not all leads are created equal. If you’re attracting the wrong customers - people outside your service area, those just price-shopping, or those who don’t really need your services - it’s time to revisit your marketing strategy.

Tip: Google PPC, local SEO, and Meta Ads can help target the right audience and bring in more qualified leads that are ready to book.

How Well Is Your Business Performing?

If any of this sounds familiar, you’re not alone. Many plumbing and heating businesses are facing these same challenges - but the first step to improvement is understanding where you stand.

That’s why we created the Plumbing and Heating Business Health Check - a quick, free assessment that helps you identify strengths, weaknesses, and opportunities to grow.

Take the health check now and see how your business scores

Generating leads is important, but converting those leads into paying customers is what truly drives business growth. If you’re missing out on potential jobs due to slow response times, inconsistent follow-ups, or an unclear sales strategy, you could be leaving money on the table.

By making simple changes - like improving follow-ups, streamlining communication, and refining your sales approach - you can start booking more jobs and increasing your revenue.

If you'd like more help with any of these areas, or you're unsure about the next steps, don’t hesitate to reach out. We're here to help your business succeed.