After 13 years of working alongside hundreds of plumbing, HVAC, and electrical contractors, Nicole Norris from Service Nation has noticed a clear pattern. The businesses that grow and dominate their markets do not do so by accident. They share specific traits that set them apart from everyone else in the industry. In this interview, Nicole breaks down what she has observed, from how the best contractors approach change to how they prioritize growth over chaos.
Table of Contents
Trait 1: They Are Open to Change
When asked what separates the most successful contractors from the rest, Nicole did not hesitate: "I think that they are open. They're open to change. They're open to hearing suggestions."
This sounds simple, but in practice it is rare. Many contractors build their businesses on a specific model and resist changing it, even when the market shifts around them. The best operators stay curious. They attend industry events, listen to their peers, and adopt new strategies before they are forced to.
We see this firsthand in digital marketing for plumbing and HVAC companies. The contractors who embrace new channels, whether that is SEO, paid advertising, or AI-powered tools, consistently outperform those who stick exclusively with referrals and word of mouth. Being open to change does not mean chasing every trend. It means staying informed and making deliberate decisions about what to adopt.
Trait 2: They Prioritize, Not Panic
Nicole highlighted a critical distinction: the best contractors "are not bombarded with trying to do everything at one time." Instead, they take in information and then ask themselves a simple but powerful question: "What can I do that is urgent and important now, and what can I wait on?"
This is the Eisenhower Matrix in action, applied to running a contracting business. Too many owners try to overhaul their marketing, hire new technicians, add a vertical, and upgrade their software stack all in the same quarter. The result is burnout and half-finished initiatives.
The contractors who dominate their markets are methodical. They pick one priority, execute it well, measure the results, and then move to the next. As Nicole puts it: "It's really just narrowing it down to one thing at a time, making sure that it rolls out in a healthy manner, and then seeing the success of that before moving into another funnel."
This approach mirrors what we recommend to our clients when building a high-performing plumbing and HVAC website. Start with the foundation, measure what works, then layer in additional strategies.
Trait 3: They Invest in Peer Groups and Coaching
One of the most consistent patterns Nicole has observed is that top contractors surround themselves with other successful business owners. Service Nation's advisory groups meet weekly on private calls, moderated by a business coach, where members discuss real challenges without fear of judgment.
"Iron sharpens iron" is the guiding principle. These groups create accountability and accelerate learning in ways that solo operators simply cannot replicate. When you are surrounded by people who have already solved the problem you are facing, you skip months (or years) of trial and error.
The investment does not have to be massive. Nicole points out that Service Nation's premier tier starts at just $50 per month and includes coaching, training, and networking for an entire team. The return on that investment, measured in avoided mistakes and accelerated growth, is substantial.
We have watched contractors like Paul the Plumber grow from 3 trucks to 10 trucks by combining the right coaching with the right marketing strategy. The growth did not happen in isolation.
Trait 4: They Learn from Others' Mistakes
Nicole shared a powerful insight about how advisory groups prevent repeated failures: "If a contractor can say, 'hey, these are the issues that we had, this is the outcome, and if we could have done it over, we would have done this,' for a new contractor or for a person that's adding a different vertical, those are conversations that put you light years ahead and make you more profitable faster."
This is one of the highest-leverage activities any contractor can engage in. Learning from your own mistakes is expensive. Learning from someone else's mistakes is practically free, if you have access to the right network.
Consider a contractor who is thinking about adding an HVAC division to their plumbing business. Without guidance, they might make costly hiring mistakes, underprice their services, or invest in the wrong equipment. But if they can sit in a room (or on a call) with someone who has already made that transition successfully, they skip the expensive learning curve.
The same principle applies to marketing. Companies that study how fast-growing HVAC companies built their teams and marketing systems make better decisions from day one.
Trait 5: They Run a Marathon, Not a Sprint
Nicole closed the interview with one of the most memorable lines: "We're trying to run a marathon. But it doesn't have to be a sprint. Take it in stride so that you don't lose gas, because this is a long ride, and being a contractor is not for the weak."
This long-term perspective is what separates contractors who build sustainable, scalable businesses from those who flame out. The ones who last are not necessarily the ones who grow the fastest in year one. They are the ones who build systems, invest in their teams, and maintain consistent effort over years.
Having a team that supports you, whether that is a coaching group, a marketing partner, or an operations team, allows you to sustain effort without burning out. The marathon mindset means planning for where you want to be in three to five years, not just next quarter.
The Industry Challenges Shaping 2026
Nicole also addressed the specific challenges contractors are navigating right now. Three issues dominate:
| Challenge | Impact | How Top Contractors Respond |
|---|---|---|
| Repair vs. Replace Shift | Lower average ticket, reduced revenue per call | Adjust pricing, improve close rates on replacements, diversify services |
| Pricing Pressure | Margins squeezed, competition on price | Focus on value-based pricing, invest in brand authority |
| AI Adoption | Uncertainty about where and how to implement | Start with one AI tool, measure results, scale what works |
The repair-versus-replace dynamic has changed the bottom line for most companies. Homeowners are choosing to repair systems rather than replace them, which means lower revenue per service call. This puts pressure on contractors to increase call volume, improve technician efficiency, or find alternative revenue streams.
On the AI front, contractors are asking questions but many are unsure where to start. The best approach, consistent with Nicole's "marathon not sprint" philosophy, is to pick one area where AI can help (whether that is answering phones, qualifying leads, or improving lead quality) and implement it before moving to the next.
Applying These Traits to Your Business
The five traits Nicole describes are not complicated, but they require discipline:
- Stay open to new ideas, tools, and approaches
- Prioritize ruthlessly. Do one thing at a time, and do it well
- Join a peer group or coaching program that holds you accountable
- Learn from others' failures so you do not repeat them
- Think long-term. Build for sustainability, not just short-term wins
Whether you are a solo operator running one truck or managing a fleet of 50, these principles apply. The contractors who internalize them are the ones who grow from surviving to thriving, and eventually to becoming the obvious choice in their market.
Want to Dominate Your Market Like the Top Contractors Do?
Great marketing is one of the pillars that separates growing contractors from stagnant ones. At Plumbing & HVAC SEO, we build digital marketing systems that generate consistent, high-quality leads for plumbing, HVAC, and electrical companies across the country.
