Fractional CMO for plumbing companies
Your agency can be doing good work while you still decide what to spend, which jobs to pursue, and whether your crews have room. I work with your operations team and your agency to set priorities, recommend where the budget goes, and track the jobs you want to book. You keep final approval.
Your drain crews are booked, but next week’s sewer and repipe estimate slots are open. I check which campaigns generate those estimates and ask your agency for a spending plan that fits both schedules.
The first job is answering urgent demand fast enough to win it: the clogged drain, the leak behind the wall, the water heater that quit before a shower. The second is building the replacement work that carries your margin: repipes, sewer lines, trenchless repairs and septic systems. An LSA vendor, an SEO agency and an answering service each optimize their own piece. Nobody balances the two.
Between $5 million and $20 million, that balancing act usually lands on the owner. A fractional CMO takes it off your desk, with one person accountable for the whole plan.
What Aaron leads in a plumbing company
01
ServiceTitan or Housecall Pro campaigns, call tracking numbers and job types are set up so every booked job carries its source. You see which channels produce emergency service calls, which produce sewer and repipe estimates, and which produce neither.
02
Drain, leak and water heater calls keep technicians busy and earn trust. The plan protects that volume while deliberately building demand for high-margin work: whole-home repipes, sewer line replacement, trenchless repair and septic replacement, each with its own pages, offers and follow-up.
03
Missed calls, voicemail at 9 p.m., and the caller who asks for a price and hangs up are where plumbing marketing dollars disappear. Aaron works with your CSR lead and answering service on scripts, callbacks and booking rate so paid demand turns into booked work.
04
Emergency plumbing is decided in the map pack, Local Services Ads and, increasingly, AI answers. Your Google Business Profile, LSA dispute and review process, and the sources AI cites are managed as one system with one owner.
Suppose your team answers 348 of 400 calls and books 42% of those answered. Answering 388 at the same booking rate would mean about 17 additional bookings. Compare that opportunity with the cost of after-hours coverage.
When local search is a priority
If your plumbing team wants to understand local visibility, Aaron tests questions such as “emergency plumber near me open now” and records which companies appear, which sources the answers cite, and what your team can investigate.
01
One baseline score for how visible and recommendable your company is across AI answers, maps and search, with the evidence behind it.
02
What ChatGPT, Google AI Overviews and Perplexity say when homeowners in your market ask for the services you want to sell more of.
03
How often you are mentioned, recommended or cited compared with your top three local competitors on the same question set.
04
The directories, review sites, articles and pages the answers rely on, and which of them describe your company accurately.
05
Google Business Profile categories, services, photos, posts and map-pack position for your priority services and towns.
06
How fast new reviews arrive for you and for the companies you compete with, measured from public profiles.
07
The specific corrections, content and vendor assignments to make first, with an owner and a deadline for each.
AI answers change between sessions, so the Index is a documented baseline taken with a repeatable question set, not a permanent rank. Mentions, citations, referral visits, inquiries and booked jobs are recorded separately, following the published measurement methodology.
Discuss local visibility with AaronLeadership first. Execution when you need it.
You should not have to be the person connecting every marketing vendor, campaign and report. Aaron personally leads the plan, directs the people doing the work and turns performance data into decisions.
Starting at $7,000 per month
Satisfaction Guarantee
The priorities, positioning, marketing plan, budget recommendations, team and vendor direction, and performance oversight.
Starting at $4,500 per month
The production and implementation required by the plan. Keep your existing providers, or engage Sequoia for a defined execution scope.
When you engage Sequoia for both leadership and execution, the combined fee starts at $11,500 per month. All fees are in USD. Ad spend and approved third-party software are additional. Channels, production volumes and responsibilities are agreed in writing. Major website builds are quoted separately.
Operator proof
Aaron spent 13 years operating a residential HVAC and plumbing company. He scaled the team from zero to 133 employees and earned four consecutive Inc. 5000 appearances. Today he works directly with owners, dispatchers and marketing providers on the jobs their crews have room to take.
Results from home-service companies that approved being named, starting with a plumbing company.
KABAM Plumbing
More weekly calls and a growing team
Mike Bissett said KABAM used to receive 10 to 12 calls a week. He reported receiving 15 to 20 a week and adding to his team.
Source: Client-reported results and May 2026 owner video testimonial
See the workA Fireman's Chimney Sweep (AFCS)
365% more organic Google clicks
Google Search Console recorded 26 organic clicks in the baseline 30-day window and 121 in a later complete 30-day window for this chimney and roofline service company.
Source: Google Search Console, comparable 30-day windows
See the workAmazing Air Solutions
50% more organic Google clicks
Sequoia rebuilt the website, fixed mobile navigation and the booking integration, and redirected old URLs. Google Search Console recorded 40 organic clicks April 10 to May 9 and 60 September 14 to October 13, 2026.
Source: Google Search Console, comparable 30-day windows
See the workClient results reflect each company's whole operation during the engagement. Search clicks are measured separately from calls, and calls separately from booked jobs. Past results do not guarantee future results.
This is a working plan with decisions and accountability, not a promise that every channel can be rebuilt in the first month.
You keep ownership of your field software, ad and LSA accounts, Google Business Profile and website. Your CSRs answer the phones, your plumbers sell and perform the work, and you approve hiring and spending commitments. Aaron leads the marketing and holds every provider to the same scorecard.
Comparing options? Read the guide to plumbing marketing agencies or see how AI search works for plumbers.
Trades we lead
The leadership role is the same across trades. The demand patterns, call math and software are not. Each trade page explains how Aaron approaches that business.
HVAC
Booking rate, ServiceTitan source attribution, shoulder-season planning and the repair-to-replacement handoff.
Roofing
Retail replacement demand that does not depend on the next storm, speed to lead, and lead-to-inspection-to-sold attribution.
A fractional CMO for a plumbing company leads the marketing function part time: the plan, the budget recommendations, the agencies and the measurement. At Sequoia GEO, Aaron Husak connects call tracking and job sources in ServiceTitan or Housecall Pro to spend, works with your CSRs on missed calls and booking rate, and builds demand for repipe, sewer, trenchless and septic work alongside the service calls that fill the board.
Fractional CMO leadership starts at $7,000 per month, including AI search visibility strategy. Optional AI SEO and GEO execution starts at $4,500 per month, and both together start at $11,500 per month. Leadership has a six-month initial term and then continues month to month. Ad spend and approved software are additional.
Yes. Septic pumping, inspection and system replacement, along with drain and sewer work, follow the same leadership model. The plan separates routine service demand from high-value replacement jobs, and the Local AI Visibility Index includes the questions homeowners ask about septic problems in your area.
The best fit is an independent plumbing, drain or septic company doing roughly $5 million to $20 million a year, usually 30 to 120 employees, spending $300,000 to $1 million or more on marketing, with an owner or general manager still coordinating the vendors. Fit depends on your needs and resources, not company size alone.
Yes. Aaron can lead your current agencies, answering service and employees. Recommendations about providers are explained against the agreed scorecard, and you approve hiring, provider changes and spending commitments. Sequoia execution is optional.
When local search is a priority, we use the Local AI Visibility Index: an executive score, an AI recommendation map across ChatGPT, Google AI Overviews and Perplexity, share of AI voice against your top three local competitors, the sources AI cites, map-pack and GBP health, review velocity, and a 90-day action plan.
Bring one marketing decision you are stuck on. We can talk through how I would approach it with your team.
Talk with Aaron about leading your plumbing marketingResults vary. Rankings, lead volume and AI recommendations are not guaranteed.