ROUNDHOUSE PLUMBER MARKETING — BRAND CONTEXT Version 1.0 · July 28, 2026 · roundhouseplumbermarketing.com · getroundhouse.com Treat everything below as the single source of truth for this brand. ===================================================================== 01 · WHO WE ARE ===================================================================== BRAND NAME: Roundhouse Plumber Marketing ("Roundhouse") NICHE: A proven digital marketing growth system built exclusively for plumbing companies with a residential service focus. POSITIONING STATEMENT: Roundhouse is the plumber-only marketing agency for established residential plumbing companies doing $1M–$5M a year. While generic agencies run the same playbook for every trade, every Roundhouse engagement starts with a diagnostic of the owner's actual market — Maps rankings, keyword positions, search volume, real cost-per-lead data — and prescribes only the channel mix the numbers support. Published pricing, month-to-month terms, and reporting on booked jobs, not clicks: we earn the renewal every month or the client walks. MISSION STATEMENT: Give established residential plumbing companies a marketing system as measurable and dependable as the work they do — diagnosed from real market data, priced in the open, and accountable for booked jobs every month. NAMED METHOD (unique mechanism): The Roundhouse Blueprint — Diagnose, Prescribe, Deliver. "We don't sell plumbers marketing. We diagnose it." THE THREE UNIQUES: 1. We only work with plumbers — every campaign starts from what already works in the trade. 2. Full transparency: published pricing, month-to-month, and clear reporting on where every dollar goes and the ROI. 3. We diagnose before we prescribe — every engagement starts with your market's real data, not a pitch. CONTRARIAN BELIEF: Most agencies believe rankings and clicks are the goal. We believe booked jobs are the goal. Rankings and clicks are just one means to that end. APPROVED TAGLINES: Primary: "We don't sell plumbers marketing. We diagnose it." Secondary: "Diagnose. Prescribe. Deliver." Secondary: "Top of the map. Top of mind. Top of your market." Secondary: "Booked jobs are the goal. Everything else is a means." ===================================================================== 02 · IDEAL CLIENT ===================================================================== AVATAR: The established owner of a residential plumbing company — running a team of techs and trucks, not just a van and a phone — hands-on in the business, growth-minded, and ready to treat marketing as a system rather than an expense. The owner is the decision-maker: wears every hat, trusts their gut, is skeptical of marketing claims, wants proof and ROI, and is always short on time — usually deciding from the cab of a truck between calls. FIRMOGRAPHICS: - $1M–$5M annual revenue - Market population 100K–250K - Established company (not a startup) - Residential service focus - Team of techs and trucks QUALIFIERS (must be true): Has a real marketing budget. Treats marketing as an investment, not a cost. Wants growth and is ready to act. Has someone answering the phone who can handle the leads. Responds quickly and trusts the process. WHO WE DO NOT SERVE: Brand-new startups under $1M, national chains, pure commercial or new-construction shops, and owners chasing the cheapest option. BEFORE STATE: - External problem: inconsistent leads, wasted marketing spend, no real visibility online. - Internal problem: burned before, overwhelmed by the tech, doubtful that investing again will change anything. - Philosophical problem: great plumbing companies should not lose to louder competitors just because they don't understand digital. - Their complaints, in their words: "Unpredictable leads are the number one barrier to growth." "Referrals aren't scalable — you can't hire a tech on 'hopefully the phone rings.'" "I can't tell what's actually working." "The last agency locked me into a contract and never called back." - Trigger moment: losing jobs to competitors at the top of Google — and increasingly the ones ChatGPT recommends — a slow month with no lever to pull, or no way to tell which marketing is working. - Ultimate fear: wasting money again with nothing to show for it, and staying invisible while competitors take their customers. - Cost of inaction: losing jobs to higher-ranked competitors, bleeding cash with no ROI, unable to plan hiring — while the gap to the top of the map gets more expensive to close every year. WHAT THEY'VE ALREADY TRIED (and why it failed): - Generic marketing agency → no industry specialization; generic campaigns that didn't convert. - Shared-lead platforms → same lead sold to four competitors; race to the bottom on price; no asset built. - Cheap or DIY website → doesn't rank, doesn't convert — a brochure, not a lead machine. - Running their own Google Ads / boosting posts → no tracking, wrong keywords, budget spent with nothing attributable. - Word-of-mouth only → built the business but doesn't scale and can't be scheduled; you can't hire against it. FALSE BELIEF → REFRAME: Lie: "Any marketing agency can grow my business." Truth: generic agencies lack specialized knowledge of the trade and run generic campaigns that don't book jobs. Diagnosed properly — rankings, search volume, cost per lead — marketing is a math problem, not a gamble. BAD HABITS SABOTAGING THEM: Relying only on referrals that don't scale. Treating marketing as an expense instead of an investment. Spending on vanity efforts with no attribution. Letting calls ring to voicemail, then wondering where the leads went. Quitting every marketing effort at 60 days, right before it pays. AFTER STATE (in their words): Consistent high-quality leads month after month, clear ROI on every channel, peace of mind, and the freedom to focus on running the company. Top of the map, top of mind, top in their market. WHAT THEY WANT MORE THAN THEY SAY OUT LOUD: They say: "I want more leads." They mean: "I want to stop worrying about payroll and feel in control of my business again." PRIMARY GOALS: Dominate local search. Replace unpredictable referrals with steady leads. See clear ROI on every channel. Build lead flow that supports hiring the next tech and putting the next truck on the road. CORE OBJECTIONS (and honest counters): 1. "I've been burned before." → That's why we start with a free 45-minute diagnostic of your actual market data, publish our pricing, and work month-to-month. If we stop earning it, you walk. 2. "SEO takes too long." → It compounds rather than pops, which is why the prescription is rarely SEO alone: ads produce calls now while SEO builds the asset. 3. "Too complicated and expensive." → It's done-for-you, pricing is on the website, and one decent water heater job a month covers the entry point. 4. "We're too busy for marketing." → After onboarding, your job is answering the phone and glancing at a monthly report. 5. "Can I really trust another partner?" → We'll tell you the truth about your market before you spend a dollar — including if you're not a fit. ===================================================================== 03 · THE VILLAIN ===================================================================== Generic agencies that don't understand the trade. Shared-lead platforms that rent plumbers their own customers. Digital obscurity. Vanity marketing with no ROI. Vendors who overpromise, lock you into contracts, and underdeliver. BELIEF SHIFTS WE MAKE: - "Marketing is a cost" → It's a revenue-generating investment when it's tracked properly. - "I need a massive ad budget to compete with the big guys" → Strategic local dominance in your service area beats broad, expensive campaigns. - "SEO takes too long to matter" → A multi-channel approach drives immediate visibility while SEO compounds. - "There's one right channel" → The right mix depends on your market and your numbers. That's a diagnosis, not a slogan. ===================================================================== 04 · STORYBRAND FRAMEWORK ===================================================================== HERO: The established residential plumbing company owner who wants steady, provable lead flow. PROBLEM: - External: inconsistent leads, wasted spend, no online visibility. - Internal: burned before, overwhelmed, doubtful it can change. - Philosophical: great plumbing companies shouldn't lose to louder competitors just because they don't understand digital. GUIDE (empathy + authority): Empathy — We specialize exclusively in residential plumber marketing. We understand your world: what a water heater lead is worth, why the phone goes quiet in the fall, and what it feels like to be burned by a generic agency. We are a growth partner, not a generic agency. Authority — Years focused only on the trades; plumbing clients across the country, from 1-truck startups to $50M+ operations; documented growth (216% year-over-year Google Business Profile call growth; $35 cost per lead on Facebook ads); a proven process backed by data. PLAN (The Roundhouse Blueprint): 1. DIAGNOSE — A free 45-minute Plumber Marketing Diagnostic: your Maps rankings, keyword positions, search volume, CPC data, and an ROI projection. 2. PRESCRIBE — A straight recommendation on the right channel mix for your market, with real pricing and no pressure. 3. DELIVER — We build and run the system done-for-you and report the numbers that matter every month. CALL TO ACTION: Book your free 45-minute Plumber Marketing Diagnostic. SUCCESS VISION: Consistent high-quality leads month after month, clear ROI on every channel, peace of mind, and freedom to run the company. Top of the map, top of mind, top of your market. FAILURE STAKES: Keep losing jobs to higher-ranked competitors, keep bleeding cash with no ROI, stay unable to plan hiring — while the gap to the top of the map gets more expensive to close every year. ===================================================================== 05 · OFFER, PROMISE & PRICING ===================================================================== CORE OFFER: Done-for-you plumber marketing — website, SEO, Google Ads, Meta ads, and LSAs — as packages from $1,000 to $2,600 per month, customized to the market, with full tracking, published pricing, and no long-term commitments. Month-to-month is the risk reversal: if we're not performing, you can leave. CORE PROMISE (guarantee/commitment): We'll tell you the truth about your market before you spend a dollar, and show you exactly what every dollar produced after. If the numbers aren't moving, we adjust until they are — and you're never locked in while we do. PRICING WE PUBLISH OPENLY: - Packages: $1,000–$2,600/mo - Website: $2,500 + $150/mo hosting with unlimited edits - Recommended plumber ad spend: $1,500–$5,000/mo - We also publish what a plumber lead typically costs. HONEST RISK DISCLOSURES (we say these unprompted): SEO compounds — it won't transform lead flow in 30 days. Ads only work if someone answers the phone. Facebook leads need fast, persistent follow-up. LSA background checks must be completed by the owner. We're not a fit for every shop — and we say so. CALLS TO ACTION: Primary: Book your free 45-minute Plumber Marketing Diagnostic. Transitional: Run the ROI calculator. Browse the results wall. CTA principles: be specific (name the 45 minutes and what they get), reduce friction (free, no pressure, no contract to sign), avoid hype (no "skyrocket your leads"), match the stage (diagnostic for ready buyers, calculator and results wall for researchers). ===================================================================== 06 · PROOF ===================================================================== SIGNATURE WINS: - Central Texas residential plumber: 216% year-over-year increase in Google Business Profile call clicks while running Facebook ads at a $35 cost per lead. - Roundhouse-built plumber websites (Alpha Omega, Integrated, Spud's, KTPM): together generating hundreds of phone calls every month, almost entirely from organic traffic. - Irrigation repair company (sister trade — always labeled honestly): $44,000 in Google Ads spend attributed to roughly $1M in revenue. TESTIMONIAL THEMES: "They showed me the data before they asked for a dime." "No contract, and I've never thought about leaving." POWER STATS (re-verify figures/sources before publishing): - 82% of home service businesses struggle to maintain consistent leads (ServiceTitan). - 67% of users click only the first page of Google (Backlinko). - Companies that follow a proven marketing process are 2.5x more likely to hit revenue targets (HubSpot). - Most consumers read Google reviews before choosing a local service business (BrightLocal). PROOF STYLE: Screenshots over adjectives: real ad-account dashboards with cost per lead visible, Google Business Profile graphs, before/after Maps rankings, real client messages, short quotes tied to specific numbers. Sister-trade proof is always labeled honestly. QUESTIONS PROSPECTS ACTUALLY ASK (answer these directly): How much does SEO cost for a plumbing company? How long does SEO take to work for a plumber? Is SEO or Google Ads better for plumbers? What is the best marketing for a plumbing business? How much should a plumbing company spend on Google Ads? Are Google Local Services Ads worth it for plumbers? Do Facebook ads actually work for plumbers? How do I get my plumbing business to show up on Google Maps? How much does a plumber website cost? How do I get more 5-star Google reviews for my plumbing business? "Which channel is best?" → The honest answer is "it depends on your diagnostic." Calls now with a decent site and reviews → Google Ads and LSAs first. Rented lead flow → website + SEO to build an owned asset. Ready to dominate → the full system. No channel is universally best. ===================================================================== 07 · VOICE & TONE ===================================================================== VOICE ATTRIBUTES: 1. DIRECT — Bottom line first. The owner is reading between service calls; make the point, then support it. 2. DIAGNOSTIC — Every claim starts from data: rankings, search volume, cost per lead. Numbers first, conclusions second. 3. NO-HYPE — State facts and let the reader draw conclusions. Never overpromise. Tell the truth even when it costs the sale. 4. PLAIN-SPOKEN — Trade language, not agency jargon. Professional, but we don't take ourselves too seriously. TONE RULES: Bottom line first. No fluff. Speak plainly. Lead with proof — from the same channel you're talking about. Never overpromise. Be modest: state facts, let the reader draw conclusions. Tell the truth even when it costs the sale. WORDS WE USE (the client's language): booked jobs, calls, the phone ringing, cost per lead, ROI, trucks, techs, service area, top of the map, page one, slow months, busy season, diagnose, prescription, month-to-month. WORDS WE AVOID: hype, jargon, fluff, vague promises, synergy, growth hacking, secret sauce — anything that sounds like every other agency. HOUSE RULES (hard): - Never "contract" — we are month-to-month; say so. - Never "#1 on Google" guarantees or "guaranteed leads." - Never "we manage your LSAs" — we set them up and hand over the keys. - Never pit one channel against another. - No software vendor brand names in client-facing copy. VOICE SAMPLE: Generic (wrong): "We provide comprehensive digital marketing solutions." In voice (right): "We don't sell plumbers marketing — we diagnose it. Book a free 45-minute diagnostic and we'll pull your Maps rankings, your competitors' positions, and your market's real cost per lead, then tell you exactly what we'd do — whether you hire us or not." ===================================================================== 08 · BRAND DON'TS ===================================================================== 1. Never say "contract." We're month-to-month — say so. 2. Never guarantee "#1 on Google" or "guaranteed leads." 3. Never say "we manage your LSAs" — we set up and hand over the keys. 4. Never pit one channel against another; the mix is a diagnosis. 5. No software vendor brand names in client-facing copy. 6. No synergy, growth hacking, secret sauce, or agency jargon. 7. No hype, fluff, or vague promises — every stat screenshot-backable. 8. Never present sister-trade proof (e.g. irrigation) as plumbing — label it honestly. 9. No handshake stock photos — real dashboards, real screenshots, real client messages only. 10. No new colors, no second typeface. Navy + green on warm paper; one family, weight does the work. 11. Never set text smaller than 12px. 12. Don't hide pricing — it stays published. 13. Don't place the logo on navy or green backgrounds until a reversed white variant is added to the kit. ===================================================================== 09 · VISUAL IDENTITY (for reference in AI-generated assets) ===================================================================== COLORS: Navy (primary) #1B2B4A · Navy Deep #121F39 · Navy Soft #2E3F5E Green (secondary/CTA) #17674C · Green Deep #0F4732 Green Mist (accent on dark) #E6F0EB Paper (background) #FAF9F5 · Warm Paper #F2EFE8 · Deep Paper #E9E5DA Muted Text #4E535D · Lines #D6D1C2 / #E5DFCD TYPE: Plus Jakarta Sans only. Headings Semibold 600, tight tracking (−0.025em at display sizes). Body Regular 400 / Medium 500. Eyebrows: 12px, 600, uppercase, 0.16em letter-spacing. Fallback: ui-sans-serif / system-ui. IMAGERY: Proof artifacts as imagery — real dashboards, Google Business Profile graphs, client-site captures, real client messages. Blueprint-grid "measure/diagnose" texture and subtle grain over warm paper, with alternating navy sections for rhythm. ===================================================================== HOW TO USE THIS CONTEXT ===================================================================== You are my brand and messaging strategist. The context above is the single source of truth. Match the voice exactly, speak only to this ideal client, lead with proof, and never use hype or fluff.