B>Anthony Jordan is a big believer in the latest technology.

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Photo credit: Anthony Jordan

The owner of South Carolina-based Jordan & Sons Plumbing outfits all his service trucks with GPS, while personnel are equipped with iPads and iPhones that generate electronic invoices and proposals.

“We do electronic dispatching through those devices. We send green receipts electronically and get customer signatures electronically,” Jordan states. “It’s about being the leaders in technology in our market. It’s a big investment, but it has paid off. With our technology, people know we are investing back into the company. They know we are here for the long term.”

Jordan & Sons, originally started by Anthony’s father, Guy, in northern New Jersey, skews 75% on the residential service and repair side. A member of the Mechanical Contractors Association of America, it operates from three locations in Myrtle Beach, Florence and Columbia and features a fleet of super trucks, including a black Ford Excursion (top right).

“It used to be a personal vehicle I used at truck shows,” Jordan explains. “We had so much response and so many people coming up and taking pictures of it, we got it wrapped in the company logo and now use it for company events and parades. It’s a great marketing tool for us.”

The company’s other service vans (predominantly a Sprinter fleet) are white, but feature the same logo, which showcases a J-shaped pipe, as well as a distinctly colored red pipe wrench (top left). The logo is the brainchild of Jordan, who studied graphic design and marketing in college. Florence-based Stripe It Designs wrapped the vehicles.

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“I designed the logo back in 1992 and then started to incorporate it when I took over operations in 1995,” explains Jordan, whose 18-year-old son, Shawn, works for the third-generation company. “We had trouble around 1995-1996 with getting recognized. People couldn’t remember our name. Companies with names similar  to ours also worked in these areas. Our logo with the ‘J’ and the pipe wrench helps set us apart. The logo now is on our uniforms, business cards, website, sanitizer sticks and coffee mugs.”

Jordan also heavily promotes the company’s tag lines “Better, Cleaner, Faster” and “Big on Service.” Its new jingle, “Plumber Like No Other,” also has been a big branding hit.

“Not a lot of other plumbing companies around here are doing what we do,” he states. “We put people in full uniforms and invest money in new technology with different cameras, boring equipment and leak-detection equipment. This will sound a bit arrogant, but everybody is trying to catch up to us. We’ve incorporated things such as jetting and pipe-relining - a market niche where nobody else is doing it. Others have to refer their clients to us in order to get it done. We’ve branded ourselves as being the market leader.”

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