WILSON BROTHERS
PLUMBING
A comprehensive marketing strategy to take Wilson Brothers Plumbing from $1.9M to $2.5M in 2026 — and build the most recognized plumbing brand in East Tennessee.
THANK YOU FOR CHOOSING EPIC NINE
Thank you for choosing Epic Nine to help you conquer your marketing mountains in 2026. Below is a summary of our recommendations and a proposal for our services. We look forward to working with you and helping Wilson Brothers Plumbing become the most recognized and trusted name in plumbing across East Tennessee.
2026 GOALS
Six clear objectives that define the summit. Every tactic in this plan is designed to advance at least one of these goals.
Reach $2.5 million in total revenue in 2026, up from $1.9M in 2025 — a 32% increase you are already on pace to achieve.
Deploy van #4 by mid-2026 and position the business for a 5th van if demand warrants.
Shift revenue split toward a more service-dominant model (from 60% install / 40% service) to protect against economic cycles.
Become the first-page organic result for plumber-related searches in Maryville, Alcoa, and Farragut via Google Business Profile optimization.
Establish Wilson Brothers as the most memorable and trusted plumbing brand in Blount County — the name that comes to mind before anyone else.
Significantly grow the membership base, converting it into a meaningful recurring revenue and retention engine.
SWOT ANALYSIS
By conducting a SWOT analysis, we can gain a better understanding of your strengths and weaknesses, optimize your marketing investment, and sharpen your competitive advantage.
Strengths
- Family-owned with 6 years of earned trust in Blount County
- Strong close rate (80%+) driven by expert technicians
- Tagline 'The Proof is in the Plumbing' is distinctive and credible
- ServiceTitan CRM with 5,000–10,000 customer contacts
- Dual revenue streams: Service + Install provide resilience
- Already hitting record revenue months in Q1 2026
- High-quality video content in production with The Brand Agency
- $99 Gold Membership program with compelling value proposition
- Flat-rate, transparent pricing builds trust
Weaknesses
- Digital presence (website) does not match the quality of the team
- Google review velocity has slipped — critical for local SEO
- Limited geographic footprint (Farragut / Knox County underserved)
- No 24/7 service offering, leaving after-hours revenue on the table
- Membership program is under-marketed and under-sold
- No defined brand color palette — inconsistent visual identity
- Current SEO management delivering unclear results for the spend
- Email marketing is largely automated but lacks strategic direction
Opportunities
- Farragut ZIP codes are underserved and high-value
- Streaming radio offers highly targeted, trackable reach
- Email list of thousands ready for strategic engagement
- Membership program can become a major recurring revenue driver
- Chamber of Commerce re-engagement for B2B and referral network
- A unique mascot can create lasting brand memorability
- Jingle/audio branding — no plumber in the market has one
- Commercial property managers (LinkedIn) represent untapped revenue
- Van fleet growth = more mobile billboard real estate
- Display retargeting can keep brand top-of-mind between calls
Threats
- Tennessee Standard is aggressively scaling (30+ vans, heavy ad spend)
- Competitive review counts — East Tennessee plumbing market is unusually review-competitive
- Best Plumber growing quickly after absorbing Cutler Plumbing
- Price shoppers / gimmick competitors (e.g. $99 drain or it's free)
- Economic softening could impact Install division revenue
- Seasonal cash flow gaps (Nov–Feb slow season)
- Potential competitors could claim Farragut territory first
STRATEGIC OVERVIEW
Growing from $1.9M to $2.5M in a single year is a 32% revenue increase — and you are already on pace. The first quarter of 2026 has been your best ever. The foundation is sound. What this plan is designed to do is pour concrete over that foundation and build something that compounds year after year.
Wilson Brothers has something that money alone can't buy: a genuine story, a family name, a team that people trust when they open their front door. This plan builds upward brand awareness to get Wilson Brothers into more minds before they ever need a plumber — and works downward through the funnel to convert those moments into booked jobs and long-term members.
"There is a principle in behavioral psychology called the 'Availability Heuristic' — when people need to make a fast decision under stress (like a burst pipe at 9pm), they don't research. They reach for the name that comes to mind most easily. Every tactic in this plan is designed to make Wilson Brothers that name."
Branding & Visual Identity
Sharpening your visual brand, creating a memorable mascot, and developing an audio identity (jingle) that sticks in people's minds.
Upper Funnel Brand Awareness
Streaming radio and display advertising to get your name in front of homeowners before they need you.
Mid Funnel Retargeting
Keeping Wilson Brothers visible to people who have already found you, following up across the web.
Lower Funnel Digital Performance
A rebuilt website, optimized Google Business Profile, and precision-managed Google Ads that convert intent into booked jobs.
Email Marketing & Membership Growth
A systematic approach to nurturing your existing customer list and growing the Peaceful Pipes Club into a recurring revenue engine.
Community Presence
Re-engaging the Chamber of Commerce and local business networks to build the referral flywheel.
LOGO REFINEMENT &
BRAND GUIDE
Your W mark with the integrated pipe wrenches is genuinely distinctive — and more importantly, it has equity. You have been building recognition with it for six years, and it is not going anywhere. What we recommend is a refinement, not a replacement.
A defined palette — deep navy, clean white, and a warm gold accent — would give Wilson Brothers a premium, trustworthy look that sets you apart from the cartoony, bright-red competition. Navy communicates authority and trust. Gold communicates quality and craftsmanship. Together they communicate exactly what "The Proof is in the Plumbing" is meant to mean.
A brand guide will document your approved colors, fonts, logo usage rules, and messaging standards so that everything you produce — from your van decals to your social posts to your invoice templates — feels cohesive and intentional.
A DISTINGUISHED
ENGLISH BULLDOG
IN A WILSON BROTHERS
POLO AND WORK BELT
In advertising, there is a saying: 'fur sells.' It is not just clever — it is neuroscience. When we see something with eyes and an expressive face, our brains trigger the same social processing centers activated by human faces. This is why Geico's gecko has remained a constant while nearly every other element of that campaign has changed.
Duke looks like he has seen some stuff and fixed all of it. He is the kind of dog that shows up on time, does the job right, and leaves the place cleaner than he found it. Loyal, tenacious, family-oriented, built tough — exactly the way Ricky described his business.
THE WILSON BROTHERS JINGLE
Think about Pioneer Heating and Air. You probably just heard it. That is years of repetition working exactly as it was designed to work — but it all started with one great piece of audio that earned its place in people's memory.
No plumbing company in this market has a real jingle. That is not an accident — most home service businesses don't invest in them. But that is also the opportunity. The first plumber in this market to own a memorable piece of audio owns a piece of every listener's mind that no competitor can buy away.
THE FULL FUNNEL STRATEGY
Behavioral research consistently shows that familiarity drives trust, even in the absence of any other information. This is called the 'Mere Exposure Effect' — the more times someone has encountered your brand in a positive context, the more favorably they will evaluate you when the time comes to make a decision.
Brand Awareness
Streaming Radio Advertising
On platforms like Spotify, Pandora, and iHeart Radio, you can specify the exact ZIP codes you want to reach, the age range of your listeners, and when your ads play. You know exactly how many people heard your ad, and you only pay for actual listens. Target geography focuses on Maryville, Alcoa, and Farragut ZIP codes — with Farragut getting a disproportionate share of budget given your stated goal of growing that market.
Display Advertising
Display ads are the digital equivalent of a billboard network — your brand appearing on the websites and apps your target audience is already using. While display ads at the awareness level have lower direct conversion rates than search ads, they serve a critical function: they maintain your presence in the minds of people who have not yet reached the 'I need a plumber right now' moment.
Retargeting
Display Retargeting
Anyone who has visited your website or interacted with your brand online can be followed with reminder ads across the web. This is the digital equivalent of a follow-up call — keeping Wilson Brothers visible to the 20–30% of visitors who didn't book on their first visit. Given that your close rate in the field is above 80%, the goal of retargeting is simply to get them to pick up the phone or click the booking link.
Website Visitor ID
Identify up to 250 website visitors per month by name and email for targeted follow-up campaigns. This powerful tool bridges the gap between anonymous web traffic and actionable leads, allowing your team to reach out directly to homeowners who have already shown interest in Wilson Brothers.
Digital Performance
Website Redesign
A rebuilt website serves several critical functions: emotional trust-building above the fold, clear frictionless booking with your ServiceTitan widget prominently displayed, membership program visibility, social proof through reviews and technician profiles, and technical performance for fast load times and mobile optimization. We offer the Wilson Brothers Base Camp investment as a credit toward the Climb Club website program at $259 per month.
Google Ads Management
Your current cost per lead on LSA is $74.36 — for a market this competitive, that is a respectable number. Taking over management of your Google Search Ads gives us visibility into both campaigns simultaneously. This lets us identify overlap, allocate budget more precisely across your priority services (drain cleaning, tankless water heaters, water filtration), and ensure your ads are targeting the right geographic zones including Farragut.
Google Business Profile & Local SEO
For a home service business competing for searches like 'plumber Maryville Tennessee,' the single most important ranking factor is not your website — it is your Google Business Profile. Specifically, your review count and velocity. Our SEO management scope includes: GBP optimization, review monitoring and response templates, citation cleanup and link building, and monthly performance reporting.
EMAIL MARKETING &
MEMBERSHIP GROWTH
You are sitting on one of the most valuable assets in local marketing: a database of 5,000 to 10,000 people who have already trusted Wilson Brothers enough to let your team into their homes. That list is not just a marketing channel — it is a relationship that has already been earned.
SEGMENTED CAMPAIGN ARCHITECTURE
A welcome sequence that introduces the Wilson Brothers story, the Peaceful Pipes Club, and sets expectations for the relationship. This is the highest-conversion window for membership enrollment.
A recurring campaign that quantifies what they could have saved with a membership based on their actual service history. 'Your last water heater job was $1,200. With your membership, you would have saved $120 and gotten a free annual inspection.'
A quarterly 'member benefits recap' showing them what they've saved, upcoming seasonal reminders, and early access to any promotions. Reinforce the value so renewals are automatic.
A reactivation sequence with a limited-time re-enrollment offer and a clear reminder of what they no longer have. Loss aversion is a powerful motivator.
A win-back campaign anchored in a 'Has anything changed in your plumbing?' seasonal prompt, combined with a membership enrollment offer.
A separate, more professional cadence highlighting service agreements, priority scheduling, and the business value of a reliable plumbing partner.
SEASONAL CAMPAIGN CALENDAR
Pipe insulation tips, water heater checks, outdoor spigot prep. Drives service calls in your historically strong pre-slow-season window.
Peaceful Pipes Club as a holiday gift for homeowners, new homeowners, or family members with older homes. A genuinely useful, non-generic gift idea.
Slow-season special for water filtration installs and tankless water heater upgrades. Drives business during your historically slow months.
Free inspection preview, drain cleaning promotion, outdoor plumbing prep.
Prompt families returning to routine to check on deferred maintenance items. Membership enrollment push.
INTRODUCING THE
PEACEFUL PIPES CLUB
Currently known as the Gold Membership, we recommend renaming this program to the Peaceful Pipes Club — a name that is memorable, warm, and perfectly captures what the program delivers: the peace of mind that comes from knowing your home's plumbing is in trusted hands, year-round.
REFERRAL PROGRAM
Your best customers are your best advertisers — they just need a reason and a mechanism to act on it. We recommend a 'Refer a Neighbor' program for Peaceful Pipes Club members: for every neighbor they refer who signs up, the referring member receives a $25 service credit toward their next job. The new member gets their first year at a discounted rate ($79 instead of $99).
Using ServiceTitan Marketing Pro, we recommend a targeted postcard campaign to homeowners in your service area. Headline: "Your neighbors trust Wilson Brothers Plumbing." This activates the social proof bias: people look to what others around them are doing as a signal for what they should do.
REVIEW REQUEST AUTOMATION
An automated post-service email goes out within two hours of a job closing, followed by a text the next morning if no review has been submitted. The email should feel personal (use the technician's name), include a direct link to your Google review page, and remind the customer of exactly what was done for them. This is the simplest high-ROI tactic available to you and should become non-negotiable.
ENROLLMENT SCRIPTS & MOMENTS
Phone Enrollment — Capture at First Contact
"We do have a $79 service call fee, which is waived when you accept work. I also want to mention — if you're interested, we offer an annual Peaceful Pipes Club membership for $99 that waives today's service fee entirely, gives you 10% off all work we do today, priority scheduling, and a free annual plumbing inspection of your home. A lot of our customers find that it pays for itself on the first visit. Would you like me to tell you more about it, or would you prefer to just schedule the service call?"
Anchoring: Once the customer has mentally accepted paying $79, framing the membership as 'just $20 more' with significantly more value makes it feel irrational to decline.
Field Enrollment — The Technician Moment
"One more thing before we get started — I want to show you our Peaceful Pipes Club real quick. At $99 a year, you'd save [10% of estimate amount] on today's job alone. The membership also includes a free annual inspection of your whole home, which I can actually schedule before I leave today if you'd like."
Personalizing the math — 'you would save $127 today alone' — uses a loss framing that is psychologically more persuasive than 'you will save money.'
After-Hours Enrollment — Convert Emergency Calls
"We do have an after-hours dispatch available, and for non-members that runs $500 as a deposit toward the work. If you have not considered our Peaceful Pipes Club, I will mention — for $99 a year, the after-hours fee is waived for members."
For a customer already stressed about an emergency, the membership is reframed as immediate relief rather than a future benefit.
THE CHAMBER & BEYOND
Marketing works faster when it is reinforced by relationships. The Chamber of Commerce — both Blount County and Farragut — gives Wilson Brothers access to a curated network of business owners, property managers, and community leaders who are simultaneously potential customers, potential referral sources, and potential commercial clients.
There is a concept worth keeping in mind from persuasion research: 'mere familiarity.' People don't need a reason to prefer you. They just need to have seen your face and heard your name enough times in a positive context. At a Chamber event, every conversation is a seed.
Blount County Chamber
Commit to at least two events per month. Send a team member if Ricky cannot attend — the key is consistent presence, not personal attendance at every event.
Farragut Chamber
Farragut is a high-income area underserved by Wilson Brothers. Building relationships through the Chamber is a long-horizon tactic that complements the paid ad targeting.
Sponsorship Tie-Ins
Your existing sponsorships (Maryville Baseball, Alcoa Baseball, Breakthrough T1D) should all link back to your website. These create the SEO backlinks that signal credibility to Google.
THE INVESTMENT
A disciplined $10,000 monthly budget designed to deliver compounding returns across awareness, leads, and membership revenue.
ONE-TIME INVESTMENT
| Service | Description | Price | Qty | Subtotal |
|---|---|---|---|---|
| Logo Refinement + Brand Guide | Refine existing W mark for greater versatility; define official color palette, typography, and usage rules | $2,500 | 1 | $2,500 |
| Jingle Production | Country/Americana :30 jingle featuring 'The Proof is in the Plumbing' hook; includes one produced spot for streaming radio | $2,000 | 1 | $2,000 |
| Streaming Radio Ad Production | Second :30 ad variant for seasonal rotation; scriptwriting and voice production | $750 | 1 | $750 |
| Email Marketing Setup | Full audit of ServiceTitan Marketing Pro; build segmented list architecture and 5 automated campaign sequences | $500 | 1 | $500 |
| ONE-TIME TOTAL | $5,750 | |||
Note: Your $1,595 Base Camp investment is credited toward the Climb Club website setup, making your website cost $0 to launch.
MONTHLY INVESTMENT
| Service | Description | Price | Qty | Subtotal |
|---|---|---|---|---|
| Climb Club Website | Premium WordPress website; hosting, SSL, security, daily backups, minor content updates; ServiceTitan booking integration | $259 | 1 | $259 |
| Google Ads Management + Ad Spend | Takes over from Visual Voice; manages Search and LSA strategy, bid optimization, geographic targeting for Farragut expansion, ServiceTitan conversion integration | $2,500 | 1 | $2,500 |
| Display & Retargeting Ads | ~125,000 impressions/month; retargeting website visitors + broader awareness display in target ZIP codes | $1,500 | 1 | $1,500 |
| Streaming Radio Ads | ~63,000 targeted listens/month on Spotify, Pandora, iHeart Radio; geo-targeted to Maryville, Alcoa, and Farragut | $1,900 | 1 | $1,900 |
| Email Marketing Management | Strategy, copywriting, design, and deployment for all campaigns; membership program cadences; seasonal campaigns; review request optimization | $500 | 1 | $500 |
| Strategy, Project Management, and Reporting | Google Business Profile optimization; review monitoring; citation building; monthly performance meeting and reporting | $600 | 1 | $600 |
| Graphic Design | Ad creative, email templates, membership collateral, referral cards, and seasonal campaign design | $150/hr | 8 | $500 |
| Website Visitor ID | Identify up to 250 website visitors/month by name and email for follow-up campaigns | $341 | 1 | $341 |
| MONTHLY TOTAL | $8,700/mo | |||
Note: Your existing Google LSA spend (~$10,000/month direct to Google) and The Brand Agency social media retainer ($2,800/month) continue independently. The Google Search Ads budget ($2,000/month) currently managed by Visual Voice is folded into the Google Ads line above, meaning the net new spend for Epic Nine services is approximately $6,700/month above your existing commitments — while eliminating the Visual Voice SEO/Ads retainer ($500/month) for a true net new increase of ~$6,200/month.
THE SUMMIT IS IN SIGHT
Wilson Brothers Plumbing is at an inflection point. You have the talent, the systems, the culture, and the momentum to become the dominant plumbing brand in East Tennessee. What you need now is a marketing engine that matches the quality of your field operation — one that builds the brand above, feeds the funnel below, and turns every satisfied customer into a long-term member and advocate.
The plan outlined here is designed to be executed within a disciplined $10,000 monthly budget while delivering compounding returns across awareness, leads, and membership revenue. It is built on the principle that great marketing is not about being everywhere — it is about being unforgettable in the right places, at the right moments, for the right people.
With any ongoing services, we will meet with you on a monthly basis for reporting, strategy review, and optimization. We are excited to get to work.