Background
Amid a challenging economic climate, Miriam and Tony from Laser Plumbing Matamata needed to take a proactive approach to secure more business. Like many in the trades, they were feeling the pressure of the recession and saw the need to target reliable clients. With a strong focus on developing long-term relationships, they approached Hot Leads with a clear goal – connect with rural businesses that could provide repeat work and had equipment requiring regular maintenance for compliance.
The challenge
While hesitant about spending on marketing, Miriam and Tony decided to invest in Hot Leads’ tailored campaign. After several strategic discussions, we worked together to define their target audience and identify rural business owners who would benefit most from regular septic tank servicing and maintenance. Laser Plumbing Matamata hoped this campaign would lead to sustainable, repeat business and establish them as a trusted partner in rural plumbing needs.
The campaign approach
Laser Plumbing Matamata’s campaign targeted rural sector clients who needed septic maintenance and education on general plumbing services. Hot Leads facilitated high-quality engagements by setting appointments and collecting valuable details about each prospect’s equipment, servicing needs, and immediate requirements. Tony took the lead in visiting these sites, where he provided personalised service assessments, building relationships and trust with potential clients.
Results
Immediate wins – Laser Plumbing Matamata quickly secured several maintenance jobs and gained new clients willing to schedule recurring services. One of these new clients engaged Laser Plumbing Matamata for an immediate maintenance project valued at approximately $3,000. Following this, they requested a quote for a new septic tank installation, which was recently accepted. This development is particularly promising, as securing even one septic tank installation could cover the campaign’s cost, achieving exactly what Laser Plumbing Matamata hoped for from this targeted outreach.
Valuable data collection – Hot Leads captured key information about decision-makers, property details, and equipment types, positioning Laser Plumbing Matamata to anticipate client needs and develop a well-segmented database for ongoing marketing.
Franchise-level recognition – the campaign garnered interest from the franchise’s head office, with the marketing manager expressing appreciation for this focused, proactive approach to attracting high-value clients. They plan to share this success story across other franchise locations as a model for effective, results-driven marketing.
Future outlook
Laser Plumbing Matamata sees this campaign as a “seed-planting” initiative with the potential for significant future gains. With a promising start in securing new clients who may continue to work with them on future projects, the foundation is set for potential repeat business. Laser Plumbing Matamata plans to revisit this marketing approach with Hot Leads, refining their strategy based on initial successes to further attract high-value clients.
