While Baby Boomers are the group that owns the most homes in the U.S. Millennials and Gen Zs are making gains. According to the National Association of Realtors, Millennials comprised 29% of recent homebuyers in 2024, with younger Millennials (26–34) making up about 12% and older Millennials (35–44) around 17% . And of the older members of Gen Z – about 27 years old - 33% are homeowners, which trails the ~40% homeownership rate of the same-age group in the Baby Boomer generation.

To win the business of younger homeowners – millennial and Gen Z - it’s no longer just about doing the job right; it’s about understanding what they value. These customers expect transparency, digital convenience, eco-friendly options, and modern design. They want clear communication (often by text or app), upfront pricing, and options that reflect their sustainability goals—like low-flow fixtures, tankless water heaters, and water quality solutions. Meeting these evolving expectations isn’t just good service—it’s good business, and it’s how contractors can build trust with the next generation of loyal customers.

To gain a better understanding of what younger homeowners are after, Plumbing & Mechanical sat down with John Akhoian, CEO of California-based Rooter Hero Plumbing & Air to discuss the importance of adapting services to build a strong, loyal customer base.

PM: Why is it important for plumbing businesses to adapt their services to appeal to younger homeowners?

JA: Younger generations are a growing customer base and have distinct preferences and expectations. If your plumbing business doesn’t evolve with your customers, you’ll age out and get left behind.

For example, the next generation is accustomed to using technology, and many will be owners of smart home technology. Training your plumbers to understand how to work with this technology is a must for many young homeowners.

It doesn’t matter as much to them how long you’ve been in business. They only care if you know how to work with their smart home system and are easy to work with.

PM: What are some of the top values or expectations younger homeowners have when it comes to home service providers?

JA: Speed, honesty, convenience and communication.

Younger generations expect your plumbing company to have a digital presence and the mobile apps to offer them quick quotes and a convenient way to schedule appointments and make online payments. They expect Amazon-level service and nothing less.

Younger homeowners are also more likely to seek financing options and want your process to be upfront with the costs and fees.

They don’t want to have to wait to make appointments. They are used to instant communication, so if you slow-play them or make them guess what’s next, you’re out.

PM: What steps can be taken to prioritize pricing and service transparency?

JA: Younger homeowners want options. And they want clear and detailed pricing information about each of those options before they make a decision.

If you provide Millennials and Gen Zers with a variety of options, upfront quotes, digital estimates and clear breakdowns, you can win over their trust and meet expectations. And by giving them quotes and payment options with transparent billing software, online platforms and mobile apps, you are speaking their language, making communication easier.

No surprises, no games. If you confuse them, you lose them. So, simplify and over-communicate to create transparency.

PM: What are some examples of innovative or smart home technologies that are becoming more popular in plumbing?

JA: Younger generations want technology that takes the guesswork out for them. Some examples include:

• Smart leak detectors: These devices monitor water use or the presence of water to detect leaks and alert the homeowners via smartphone apps.
• Wi-Fi-connected water heaters: Using a manufacturer’s mobile app, customers can control and monitor their water heater remotely.
• Automatic shutoff valves: These devices automatically stop the flow of water when it detects a problem or a leak.

People want tech that works for them, not in spite of them.

PM: Sustainability is a major value for younger homeowners. How is your business incorporating eco-friendly solutions into your services?

JA: Rooter Hero now offers eco-friendly products such as high-efficiency fixtures, tankless water heaters and other water-saving technology.

Our biggest solution, however, is education. We not only offer green options, but we take the time to explain the return on investment (ROI).

Millennials and Gen Z have shown they are deeply concerned about green initiatives. So, being eco-conscious isn’t just good for our environment, it’s expected by younger generations.

They don’t want to be sold, they want to be helped. If you don’t make dealing with your company easy, honest and fast, they’ll find someone who will. They’ve got options, and they know how to find them.

PM: Convenience is key for busy millennial and Gen Z homeowners. What scheduling or communication upgrades have you implemented?

JA: Rooter Hero has added online booking, text confirmations, real-time tracking and payment links. We meet them where they are: their phone.

If your system feels like 1997, younger customers will bounce and probably not return.

PM: Have you seen a measurable impact, such as an increase in younger customers, since making these changes?

JA: Yes. We are seeing more 5-star reviews coming from first-time homeowners. In addition, we are seeing higher close rates and a lot more engagement online. When you modernize the experience, the market responds.

PM: What challenges have you faced in shifting your service model, and how are you overcoming them?

JA: The biggest challenge we faced was getting buy-in from everyone on our team. Some of our more seasoned plumbers didn’t realize how much upgrading our digital communication and online engagement would improve our ROI, especially with younger homeowners.

So, we doubled down on training and showed them how this shift helps everyone win. Resistance dies fast when results show up.

PM: How do you train your team to deliver on these evolving customer expectations?

JA: We incorporate several training techniques to ensure every employee understands their job description and expectations. This includes role-playing, real-time coaching, and constant feedback.

We make sure our plumbers, customer service representative and sales teams understand the “why” behind every change. If your team doesn’t get it, your customers won’t either.