As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Emily Demirdonder.
Emily Demirdonder is the Director of Operations and Marketing at Proximity Plumbing, a trusted provider of 24-hour emergency plumbing and comprehensive home, business, and facility services. From blocked drains and hot water repairs to maintenance for schools, restaurants, and commercial properties, she ensures the company delivers reliable, high-quality solutions with exceptional customer care. Combining operational expertise with a strategic marketing approach, Emily plays a key role in driving Proximity Plumbing’s reputation as a go-to partner for both urgent repairs and long-term maintenance needs.
In this interview, she offers a candid look at the realities of entrepreneurship, sharing both the challenges and the victories that defined her path.
What inspired you to start your business, and what problem were you passionate about solving?
I came into the plumbing industry after working as a flight attendant, which gave me a strong sense of how much service quality impacts customer experience. When I met William and learned more about the trade, I noticed there was a gap in Sydney for plumbing companies that treated customers with the same care and transparency as a high-end hospitality service. Many people were frustrated by unclear pricing, unreliable arrival times and poor communication. I wanted to remove that frustration. Offering fixed-price quotes after an on-site assessment, no weekday call-out fees, and a lifetime labor warranty were deliberate decisions to give customers complete confidence in what they were paying for. My goal from the start has been to make plumbing service predictable, trustworthy and professional enough that homeowners feel comfortable calling us first.
How has your business evolved since its launch, and what key decisions helped drive that growth?
When I first joined Proximity Plumbing, we were operating with a smaller team and handling a modest number of jobs each week. Growth came from tightening our systems so every customer interaction was consistent, from the first phone call to job completion. Hiring three full-time office admin staff allowed us to manage scheduling more efficiently, reduce delays, and keep plumbers where they should be on site. Expanding our services to include pipe relining, roof repairs, and 24/7 emergency work opened more opportunities without compromising quality. We invested in branded vehicles, uniforms, and technology to track jobs in real time which improved accountability. Introducing a lifetime labor warranty set a standard in our market and built repeat business. Each of these decisions ensured that as demand increased, we could meet it without losing the personal service our clients expect.
What makes your brand or offering stand out in a crowded market?
Proximity Plumbing stands out because we operate with complete transparency and accountability in an industry where those qualities are often lacking. Every quote is given after a complimentary on-site inspection, with the exact price confirmed before work begins. We never surprise clients with hidden costs. Our plumbers arrive in clean, clearly branded vehicles, wear professional uniforms, and treat each property with the same respect they would their own home. The lifetime labor warranty is another defining feature, giving clients long-term confidence in our work. We maintain a 24/7 emergency service so homeowners know they can reach us any time without paying a weekday call-out fee. These practices have built strong relationships in our local community and positioned us as the company people know they can rely on for both quality workmanship and a professional customer experience.
What has been your most effective marketing strategy to date, and why do you think it worked so well?
Our most effective marketing strategy has been pairing strong local SEO with genuine community involvement. We invested heavily in making sure our website ranked for service-specific searches in our area, which meant homeowners looking for plumbing help could find us quickly. At the same time, we committed to being visible offline through sponsorships, charity events, and educational content for local residents. This dual presence meant people were seeing our brand in multiple places, both online and in their daily lives. The combination worked because it built familiarity and credibility before they ever needed to call a plumber. When that moment came, they already knew who we were, had seen our work in the community, and felt confident in contacting us for service.
How do you stay connected to your ideal audience and understand their needs or behaviors?
I stay connected to our audience by keeping direct communication channels open and active. Every customer interaction, from the initial call to post-service follow-up, is treated as an opportunity to understand what matters most to them. I personally review feedback from job reports, online reviews, and follow-up calls to identify trends in expectations and concerns. Our office team is trained to listen closely and relay insights so we can adapt our services accordingly. Being present in the community through local events and sponsorships gives me face-to-face conversations with residents, which often reveal needs and priorities that digital channels might miss.
What’s one branding move or campaign that helped elevate your business to the next level?
One of the most impactful branding moves was investing in a consistent, professional visual identity across every customer touchpoint. We rebranded our fleet with clean, easily recognizable vehicle wraps, updated uniforms to match our brand colors, and ensured all marketing materials carried the same look and tone. This consistency made us instantly recognizable on the road and in the community. It signaled reliability before we even spoke to a client. Coupled with our commitment to arrive on time and deliver on promises, the visual branding reinforced our reputation. Over time, residents began to associate our brand with trust and professionalism.
What does success look like for you, not just in numbers, but in purpose or impact?
Success for me is seeing Proximity Plumbing become the first company homeowners think of when they need a plumber and knowing that choice comes from trust built over time. It is hearing that a client recommended us to a neighbor because their experience was exceptional from start to finish. It is having our team take pride in their work and in the reputation they have helped shape. Financial growth matters, but the real measure is creating a business that consistently delivers quality, treats people with respect, and leaves every home in better condition than when we arrived.
Can you share a challenge or setback that ultimately became a turning point for your brand?
In our early years, we had a period where demand outpaced our ability to deliver the service standard we promised. Jobs were getting delayed, communication gaps were forming, and I could see the strain on both our team and our clients. It forced me to completely reassess how we were operating. I expanded the office team to handle scheduling and client updates in real time, introduced job-tracking technology, and tightened our booking process so we only committed to what we could deliver without compromise. That shift restored client confidence and gave us the structure to grow without sacrificing quality.
What daily habits or rituals keep you focused, creative, and grounded as a leader?
I start each day reviewing our job schedule and touching base with the office team so everyone is clear on priorities. This sets the tone and prevents small issues from growing. I dedicate time every afternoon to reviewing customer feedback and job reports, which keeps me connected to how our work is received. I make a point to walk into the workshop or speak with our plumbers on site, as those conversations often spark ideas for improvements. Outside of work, I keep my mornings for exercise and quiet time, which helps me stay focused and balanced when the day gets busy.
How do you approach innovation and risk in your business strategy?
I approach innovation by looking at where we can make measurable improvements to service delivery without compromising reliability. Before adopting new tools or processes, I assess how they will impact the customer experience and the team’s efficiency. For example, implementing job-tracking software allowed us to update clients in real time and reduce missed appointments, which improved satisfaction and reduced rebooking costs. Risk is managed by introducing changes in controlled stages, testing them internally before making them part of our daily operations. This way, we adapt to new opportunities while protecting the trust we have built with our customers.
What advice would you give to someone starting a business in today’s fast-changing digital world?
I would advise starting with a clear understanding of the exact problem you want to solve and building every decision around delivering that solution better than anyone else. In a digital-first world, credibility is built through both your online presence and the consistency of your service. Invest early in a professional website, strong SEO, and a content strategy that educates your audience. At the same time, make sure your offline operations match the promise your brand makes online. Digital tools can bring people to your door, but it is the quality of their experience once they engage with you that drives lasting growth.
Where can our audience connect with you and learn more about your work or offerings?
You can email me. Also, you can learn more about Proximity Plumbing and what my husband and the entire team do at our official website.
Here are also our official Social Media pages:
