How to get more referrals for your plumbing business

If you're a plumber, your best jobs probably come from word of mouth. Someone's boiler breaks down, they ask a mate, and that mate gives them your number. It's how most plumbing businesses grow — but most plumbers leave it entirely to chance.

Here's how to get more referrals coming through the door. No gimmicks. Just practical steps that fit around a busy workload.

Why do referrals matter so much for plumbers?

A Powered Now survey found that 70% of UK homeowners hire a tradesperson recommended by someone they know. Only 12% use platforms like Checkatrade or MyBuilder. And just 18% search on Google.

That means word of mouth outperforms every other channel — combined. Your existing customers are already your best marketing tool. The question is whether you're making the most of them.

On top of that, research from the Wharton School of Business found that referred customers have a 16% higher lifetime value than non-referred ones. Referrals don't just bring more work — they bring better work.

When should you ask for a referral?

Timing is everything. Ask too early and it feels premature. Ask too late and the moment's gone.

For emergency callouts — a burst pipe, a leak, a broken boiler — the best time is right after you've fixed the problem. The customer is relieved and grateful. That's when they're most likely to say yes.

For planned work — bathroom installs, boiler replacements, heating upgrades — follow up a few days later. Give them time to use it and feel good about it. Then drop them a text.

For regular maintenance — annual boiler services, landlord checks — mention it casually at the end of the visit. You're already in a trusted routine with these customers.

What should you actually say?

You don't need a script. But having a rough idea of what to say stops it feeling awkward.

Something like:

“Glad you're happy with the work. If you know anyone who needs a plumber, I've set up a referral thing — if they book, you get £20 as a thank-you. I'll text you the link.”

That's it. No hard sell. No awkwardness. Just a natural offer at a natural moment.

How can you make it easy for customers to refer you?

The biggest barrier to referrals isn't willingness — it's friction. Most customers are happy to recommend you. They just forget, or don't have an easy way to do it.

Here's what removes that friction:

• Give them your referral page. A simple page they can visit to submit a referral is far easier than trying to remember your phone number.
• Follow up. Send a thank-you text after the job with your referral page included. They'll have it on their phone when the conversation comes up.
• Put it on your invoice. If you send digital invoices, add your referral page at the bottom. It costs you nothing and keeps the option visible.
• Add it to your van. A simple “Ask me about our referral reward” on your vehicle keeps it in people's minds.

What rewards actually work?

Keep it simple. For plumbing, these tend to work best:

• Cash: £20–£50 per successful referral. Clear, tangible, universally appreciated.
• Discount on next job: Works well for repeat customers like landlords who'll need you again.
• Tiered rewards: Increase the reward as they refer more people. £20 for the first, £30 for the third, £50 for the fifth.

Avoid making it complicated. If customers need to read terms and conditions, you've lost them.

How do you track referrals properly?

Asking “how did you hear about us?” at the start of every call is a start. But it's unreliable. People forget. They give vague answers. And you've got no record of who referred whom.

A proper referral system solves this. You share your referral page with customers. When they want to refer someone, they visit the page and fill in a few details. A consent email goes to the lead, and you see exactly who sent them. No guesswork, no spreadsheets, no chasing.

Frequently asked questions