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The Most Underrated Business Around

The Most Underrated Business Around

And how to market it

John Wilson
March 25, 2026

Everyone wants to buy HVAC, plumbing, or electrical.

Very few people are looking at septic.

I recently talked with Chad and Kyle from Epic Septic, and the more we got into the numbers, the more obvious it became that septic might be one of the most underrated businesses in home services.

If you’re ready to dive in, today’s newsletter breaks down exactly how to market your septic business and win in your local area.

Check out these resources before we get started…

Visit me in person at my “Breaking $5M Workshop” in May (use code BREAKING5 for a $1K discount)
Service Scalers just launched a new promo for plumbing companies: 60-day money-back guarantee on LSAs, GBP optimization, and websites
If you want more HVAC leads in 2026, this video shows what actually works

Why Septic Is Getting Hard To Ignore

Septic is one of the least talked-about trades in home services, but the marketing advantage alone makes it hard to ignore.

Read my blog post about how septic pumping can be a cash-flow machine.

In many markets, competition is still fragmented, advertising is minimal, and a lot of companies rely on word of mouth instead of consistent lead generation. It is not uncommon to see operators with weak branding, slow response times, and little online presence.

That creates an opening for companies willing to approach the business differently. Lead costs can be lower than other trades, response speed matters more than polished sales processes, and simply answering the phone can separate you from most competitors.

When customers need septic service, the first company they reach is often the one that gets the job.

It may not get the same attention as HVAC, plumbing, or electrical, but septic checks a lot of boxes from a marketing standpoint: low competition in many areas, strong demand, and a customer base that usually calls when the problem needs to be fixed right away.

For operators willing to invest in better visibility, faster response, and stronger branding, the opportunity can be much bigger than it looks.

Your Map Pack Is Lying To You

Most owners think they know how their Google Business Profile is performing.
I thought the same thing… until we actually graded ours.

When we rolled out Big Reputation across four Wilson Companies locations, here’s what happened:

+26% inbound calls
+30% booked jobs
+36% completed jobs

Nothing else changed. No new trucks. No new techs. Just better visibility.

Big Reputation showed us exactly where our profiles were weak, fixed the gaps, and automated the stuff nobody keeps up with:

Daily GBP posts
Review requests and responses
Ranking tracking by ZIP code
Location-level SEO signals
CRM → Google sync

Most people think their profile is fine.
Most people are wrong.

Inside The Economics Of The Septic Business

One of the reasons septic gets overlooked is because it sits outside the trades most operators focus on. HVAC, plumbing, and electrical get most of the attention, while septic is often treated like a niche service.

From a marketing standpoint, that can be an advantage. Fewer companies are investing in advertising, branding, or call handling, which means it does not take as much to stand out.

The industry is still highly fragmented in most regions. Many companies are owner-operator shops, some have been run the same way for decades, and very few invest heavily in marketing or lead generation. In some markets, competitors are still slow to answer the phone or rely entirely on referrals. That creates an environment where even basic marketing discipline can drive a steady flow of work.

A few things make the septic business especially interesting right now:

Low competition in paid search and local advertising compared to other home service trades
High close rates because most calls are urgent, not optional
Recurring work from pumping, maintenance, and inspections
High-ticket opportunities from repairs, jetting, and system replacements
Strong route density once a company builds visibility in a local area

The revenue model also favors companies that market consistently. Pumping brings the initial call, but once you are in the home, there are often repairs, maintenance issues, or larger problems that need attention. Because customers usually call when something is wrong, they are less likely to shop multiple bids and more likely to hire the company that responds first.

Demand stays steady because the work never goes away. Systems need to be serviced, homes continue to be built outside sewer areas, and existing systems eventually fail.

In a market where many competitors still rely on word of mouth, the companies that invest in better marketing, faster response, and stronger local presence have a clear advantage.

What The Numbers Say About Septic

When you look at the data behind the septic business, the opportunity becomes easier to see. Compared to other home service trades, the cost to generate leads can be lower, close rates can be higher, and many markets still have very little real competition.

In some regions, pay-per-click costs for septic are around $10 per click, which is a fraction of what many operators pay in HVAC, plumbing, or roofing. In those same markets, calling competitors showed that close to 90% didn’t answer the phone on the first call, and many didn’t return the call until the next day or later. In an emergency service business, that alone creates an advantage.

Ticket size can also add up quickly. Pumping jobs may start in the hundreds, but repairs, jetting, and system work can push the average visit much higher. In some cases, the goal is to average $1,000 or more per stop, with additional revenue coming from maintenance, repairs, or replacements identified during the visit.

Margins are another reason operators are starting to pay attention. Pumping work can run very high gross margins, and overall net margins around 20% or better are achievable in well-run operations. With that kind of profitability, even a business doing $2–3 million per location can become meaningful when multiple branches are combined.

The structure of the industry also makes scaling possible. A platform with 30 locations doing roughly $3 million each can reach $100 million in revenue, and with strong margins, that level of scale can create significant enterprise value.

When the lead costs are low, the demand is steady, and the industry is still fragmented, the numbers start to point to the same conclusion.

Septic may not get much attention, but the metrics make a strong case for taking it seriously.

How to Make Septic Work

One of the things to rememebr is that the septic business does not require a complicated marketing strategy to get started. In many markets, the opportunity comes from doing basic things better than the competition and building from there.

A lot of companies in the industry are small owner-operators, many do not advertise consistently, and some do not even answer the phone. That creates an opening for anyone willing to run the business in a more organized way.

Start With Pumping And Build From There

Most operators enter the septic business through pumping. It creates immediate revenue, gets you into the home, and often leads to additional work once the system is inspected.

Once you are on site, you may find maintenance issues, clogged lines, or failing components that turn into higher-ticket jobs.

Answer The Phone And Move Faster Than Competitors

One of the clearest advantages mentioned was how many septic companies do not respond quickly to customers.

In one example, around 100 companies were called in a market and most did not answer the first time, and many did not call back until the next day or later. In an emergency service business, speed alone can win the job.

In septic, the first company to respond often gets the work.

Use The Visit To Find Additional Work

Pumping alone is not where most of the value comes from. Many homeowners do not understand their system, so once the technician is there, it is common to find other issues that need attention.

Examples mentioned included clogged lines, jetting, pump replacements, and drain field problems. Some operators keep parts on the truck so the work can be done the same day.

Because many calls are urgent, customers often approve the work right away.

Faster Work Often Fits Better Than Big Projects

Not all septic work moves at the same pace. Pumping, repairs, and maintenance can usually be completed quickly and paid for the same day. Full installs and replacements can take longer because of permits and scheduling.

Some operators prefer to focus on work that keeps trucks moving and revenue coming in, especially early on.

That usually means prioritizing:

Pumping
Maintenance
Repairs
Jetting
Small replacements

…before building a full install operation.

Route Density Can Increase Profit Quickly

Another advantage in septic is that jobs often cluster together.

Once a truck is working in a neighborhood, it is common for other customers nearby to ask for service. That can turn one job into several jobs on the same route.

More jobs in the same area means:

Less drive time
More stops per day
Higher revenue per truck
Better margins

Over time, building density in a service area makes the business easier to run.

Professionalism Can Be A Differentiator

In many markets, the bar for customer experience is still low.

Simple things like answering the phone, showing up on time, explaining the work, and documenting what was done can make a company stand out. Some operators walk the homeowner through the system, explain the problem, and provide photos after the job.

That kind of process builds trust and makes it easier to charge higher prices.

The Opportunity Is In Running It Like A Real Business

The work itself is not new. What is different is how it is run.

Answer the phone.
Show up fast.
Explain the work.
Look for the next job while doing the current one.
Build density in the market.

In an industry where many companies still operate the same way they have for years, those basics alone can create an advantage.

Common Errors In The Septic Business

Getting into septic can be straightforward, but the operators who struggle usually make the same mistakes. In most cases, the problem is not the work itself. It is how the business is marketed, how calls are handled, and how jobs are turned into more opportunities.

Trying to start with installs instead of service. Full installs take permits, scheduling, and longer sales cycles, which makes it harder to keep leads flowing. Pumping and repair work move faster, generate quicker cash, and give you more chances to build visibility in your local market.
Not answering the phone consistently. A lot of septic companies lose work simply because they miss calls or respond too late. In an emergency-driven business, customers usually hire the first company that answers. Fast response can be a bigger advantage than expensive marketing.
Treating pumping like the whole business. Pumping brings the call, but most of the revenue comes from maintenance, repairs, jetting, and replacements found during the visit. Companies that market consistently and train techs to look for additional work get more value from every lead.
Running jobs without a clear customer process. Showing up, doing the work, and leaving without explaining the system or documenting the job makes it harder to build trust. When customers understand what you are doing, it becomes easier to charge more, earn reviews, and get repeat business.
Trying to grow too fast without building local density. Spreading trucks across a wide area increases drive time and lowers profit per stop. Focusing marketing on one service area at a time helps build route density, improves scheduling, and makes every lead more valuable.

Learn the $5M Playbook, In-Person

Breaking $5M is back May 5–7 at my HQ in Akron, Ohio.

You’ll learn the exact flywheel we used to scale past $5M, sit in on a live sales huddle, tour the shop, and spend three days with HVAC, plumbing, and electrical owners who are serious about growth.

Every workshop has sold out, so grab your spot now if you want a clear roadmap to scale.

Septic may not get the same attention as other trades, but the marketing fundamentals make it hard to ignore once you look closely.

In a fragmented industry where many competitors still rely on word of mouth, the operators who answer the phone, show up fast, and stay visible in their market still have a lot of room to win.

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What do you think about today's "Clicks to Calls" newsletter?

👊 John

Disclosure: Some of the content and links in this newsletter are sponsored or affiliate links, which means we may receive payment or earn a commission if you click through or purchase. However, all opinions expressed are entirely my own.