Field notes on the unit economics of inbound calls, the agencies that quietly bill you for nothing, and what's actually changing about getting customers in 2026. Written for plumbers, not for agencies.
Roger Wakefield posted his first plumbing video years ago and never stopped. The lesson buried in his timeline isn't about YouTube — it's about content as compounding inventory for a service business, and what it would mean to start building yours before everyone else in your ZIP does.
It isn't that your shop is special. It isn't that they've researched your business. It's that their unit economics structurally require them to find every plumber, every week — and the cold-DM is a confession about what kind of operation is reaching out.
It isn't your reviews, it isn't the season, and it isn't the service area. Most of the calls you think are missing are calls that did come in — they just hit a voicemail nobody listened to until Tuesday. The math on what that's actually costing you, and what fixing it looks like.
More notes shipping weekly. Territory math, what an "AI front office" actually does, and the one number on a plumbing P&L that tells you whether your marketing is working.