Podcast Summary: Plumbing Owner Grew From $6M to $25M on Sewers (Here’s How)

Podcast: Owned and Operated – A Plumbing, Electrical, and HVAC Business Growth Podcast
Host: John Wilson
Guest: Isaac Zimmerman, owner of J Blanton Plumbing
Date: December 2, 2025

Episode Overview

In this compelling episode, John Wilson sits down with Isaac Zimmerman, owner of Chicago’s J Blanton Plumbing, to explore how the business grew from $6 million to a staggering $25 million annual run rate in just under two years—fueled largely by a bold investment and strategic overhaul of its sewer and drains division. The discussion unpacks the industry’s high-margin potential, unconventional growth strategies, the economics of trenchless pipe lining, and the game-changing sales process that set them apart.

Key Discussion Points & Insights

1. Business Growth Background & Shift in Focus

• Isaac acquired J Blanton Plumbing at the end of 2022, when it was a $6M company. As of this episode, the company is at a $30M run rate, closing the year at around $25M ([02:10]–[03:05]).
• The last year’s growth was driven almost exclusively by the expansion of their sewer and drain division, which now accounts for nearly 50% of the business.

Quote:
“We structurally changed the business… Drains took a way bigger step forward. You guys made huge investments, like a million dollars probably, into lining and jetting and growing the drain side of the business.”
—John Wilson ([02:30])

2. Differentiated Market Position: From Premium to Value Leader

• Most large competitors are HVAC-focused and minimize sewer work, often seeing it as a small, seasonal, or less-profitable niche ([04:00]–[05:00]).
• Isaac’s strategy bucks the industry norm:
  • Instead of positioning lining (trenchless pipe replacement) as an expensive, “premium” service, J Blanton Plumbing offers it as a mid-market, high-volume solution, emphasizing value to the customer.
  • Heavy investment in technology and equipment (e.g., $1M in UV-curing setups) allows execution at scale and efficiency, passing cost savings directly to the consumer.

Quote:
“Most people I talk to in lining want to be this premium option to digging—very expensive… I decided I wanted to be extremely high volume at a good midpoint price point.”
—Isaac Zimmerman ([00:02], [14:48])

3. Reengineering the Sewer Sales Process

The Traditional Approach

• The industry typically sends a junior “drain tech” to unclog and upsell, later flipping the job to a salesperson for big-ticket repairs ([08:00]).

The J Blanton Approach

• No traditional “drain cleaners.”
• $93 “Unclogs for Dogs” promo: Includes a camera inspection and sewer unclog. Proceeds help donate dog food ([06:30]–[07:25]).
• Directly dispatches a skilled salesperson with a camera to the first appointment—no tech-to-sales flip, leading to higher conversion and a seamless customer experience ([08:00]–[09:14]).

Quote:
“We send somebody directly to that $93 call…with a camera or a diagnostic technician…we view these as the most important calls. We don’t want to have a flipping process where we risk that the most untrained people in the business are taking this golden goose egg.”
—Isaac Zimmerman ([09:14])

• Educates customers for two hours about the true nature and urgency of sewer problems and the futility of recurring cleanings.
• Refuses to take the $93 if the homeowner doesn’t move forward with a liner, positioning themselves as expert consultants instead of transactional contractors ([16:20]).

Quote:
“I coach the guys, don’t charge $93. Don’t show them the cost of cleaning or jetting as a price comparison…don’t spend $2,500 cleaning the sewer when you can spend $13,000 fixing it forever.”
—Isaac Zimmerman ([17:33])

4. The Liner Pricing Model & Market Disruption

• J Blanton’s pricing for lining is intentionally disruptive—undercutting the “premium” market by setting their price as the value alternative to excavation.
  • Average material cost: $20/foot.
  • Sells for ~$180-$200/foot (with memberships); market competitors often charge $270-$400/foot ([12:26]–[13:29]).
  • Gross margin on these jobs: 62–68%, sometimes higher ([11:29]–[12:13]).

Quote:
“We’re not only technically the best with the best equipment, but we’re one of the cheapest. I think over the last two years, we’re dragging down the market, which people probably hate…”
—Isaac Zimmerman ([12:55])

• This high-margin, mid-price model results in rapid market share gains as competitors focus elsewhere or can’t match costs.

5. Lead Generation: Direct Mail & Membership Upsells

• Direct mail is a major driver: 25% of leads, aiming for 100,000 pieces/month and looking to triple that ([14:24]).
• 9x ROAS (Return on Ad Spend) from direct mail campaigns.
• Membership tune-ups equipped with cameras; about 30% flip to senior sewer techs, closing at a 40% rate ([38:04]).

6. Sales Process & Staff Strategy

• J Blanton hires and cross-trains high-performing HVAC salespeople (not plumbers) for sewer sales due to their comfort with competitive, consultative sales and lower close rates ([40:45]–[41:05]).
• Result: Each salesperson generates $2–$3 million/year, seeing 3–4 appointments per day at a 30% close rate ([46:09]–[46:39]).

7. The Consumer Education Playbook

• Educates homeowners on the futility and long-term cost of just cleaning sewers or doing spot repairs, comparing lining to “bath fitter” (overlaying rather than rebuilding) and presenting it as cost-effective and sensible ([21:13]–[21:25]).
• Emphasizes regulatory realities: Sewer disclosures affect home sales, increasing urgency ([25:13]–[26:32]).
• Preaches the “paying interest to the problem” concept—either fix permanently now or risk far greater costs later ([17:33], [25:13]).

8. Operational Investment and Complexity

• Drains, especially trenchless lining, are capital-intensive and operationally complex.
• Each lining trailer (UV-cured) costs ~$300,000; company aims to support high sales volumes with enough equipment ([45:25]–[45:31]).
• New “prep crews” further optimize install efficiency, aiming to double daily capacity per crew ([46:56]–[47:44]).

Notable Quotes & Memorable Moments

• Sales Philosophy:
  “Either do nothing, or line it. When we do our sales process, we’re educating the customer—there’s no such thing as cleaning a pipe.”
  —Isaac Zimmerman ([16:33])

• Market Disruption:
  “We’re one of the cheapest. I think we’re dragging down the market, which people probably hate, but...when people shop us, they choose us because we’re cheaper and we blow them away with our team and technology.”
  —Isaac Zimmerman ([12:55], [14:48])

• Sales Process Focus:
  “It doesn’t matter what the promo is or if it’s in the membership…If you don’t have the right sales process, it breaks down.”
  —Isaac Zimmerman ([37:56], [39:57])

• Comparison to Bath Fitter:
  “At the end of the day, it’s bath fitter…we’re putting a tub over a tub. Putting a pipe inside a pipe.”
  —John Wilson ([21:13])

Timestamps for Key Segments

• 00:00–03:05: Introduction, business transition, and growth metrics.
• 04:00–05:00: Market overview and unique focus on sewers/drains.
• 05:21–05:30: Investment in trenchless technology and UV-cured lining.
• 06:29–09:14: Rethinking the sales process: Sending sales pros on first visit.
• 12:26–13:29: Liner pricing model and market disruption.
• 14:24–14:55: Direct mail and lead-generation success.
• 16:33–17:33: Sales doctrine: Permanent fixes over band-aids.
• 21:13–21:25: Bath fitter analogy and value proposition for customers.
• 26:07–26:32: Sewer disclosures in home sales—regulatory environment.
• 38:04–38:32: Membership program: Converting maintenance visits to high-ticket sales.
• 40:45–41:05: Recruiting HVAC sales pros for sewer sales.
• 45:25–47:44: Drains as a capital/execution intensive business; operational efficiencies.

The Takeaways

• Aggressive investment in technology and process, coupled with a radical, customer-centric sales philosophy, enabled J Blanton Plumbing to capture massive market share in an overlooked, high-margin vertical.
• Disrupting the norm—offering premium technology at a sensible price and focusing on high volume—built a scalable, sustainable business model.
• Obsessed over process, salesmanship, and consumer education, J Blanton Plumbing has flipped industry dogma and set a compelling precedent for growth in the home services space.

Find Isaac Zimmerman:

• LinkedIn
• X (Twitter)

This episode is a must-listen for anyone looking to unlock new growth avenues in residential home services by challenging the status quo, investing wisely, and mastering the art and science of high-ticket technical sales.