Wasatch Pipeworks turns past service tickets into re-pipe contracts.
SLC plumbing shop expanded into whole-home re-pipe last year and was buying $120/lead from home-services marketplaces. Their CRM had ~2,000 past customers — every one a homeowner with a known plumbing history. We segmented for galvanized-pipe candidates, ran a 4-touch campaign, and got them out of the lead-gen marketplace by month three.
- Trade
- Plumbing + tankless · residential
- Service area
- Salt Lake + Davis + Utah counties
- Plan
- Local Authority
- Length
- 7 months · ongoing
- Step 1Week 0Segment the book
Filtered past customers by home age (pre-1985), prior galvanized-pipe service history, and previous spend. Top 580 became the re-pipe list.
- Step 2Week 2First touch
Educational SMS — galvanized pipe lifespan, why re-pipe matters now. 4.1% replied yes to a free assessment. Owner called the response "low but qualified."
- Step 3Week 4In-home assessments
Estimator visits scheduled. About 60% of replies became actual quotes. The rest pushed back on timing or cost upfront.
- Step 4Month 2–3First closes
9 contracts signed in months 2–3. Avg ticket ~$7.5k. One job had pre-existing electrical issues we hadn't budgeted for — added a clause to future quotes.
- Step 5Month 4Compounding
Six more closes from referrals of the first batch. Total to date: 15 contracts, ~$112k revenue. Owner cancelled the lead marketplaces.
"Every house we've serviced in the last decade is sitting in a database. Once we figured out how to text them, the cost per acquisition dropped to basically zero. Wish we'd started sooner."
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