How One Award Changed This Plumbing Business

Andy
No, we mean the real stuff behind it, the years of learning, implementation, and decision-making. 

Angela
Because award-winning businesses aren’t built overnight.

Andy
And they’re definitely not built by accident. 

Angela
They’re built through small decisions repeated consistently when no one else is watching. 

Andy
Today we’re speaking with Michael Swan from Swan’s Professional Plumbing in Perth, Western Australia. 

Angela
Michael recently won the plumbing category at the Australian Small Business Champion Awards, winning over and above some serious heavy shooters in the industry.

Andy
Yeah, it was incredible, and Michael has been a member with Lifestyle Tradie for the last six years, so we’ve had the privilege of watching his business evolve over time. 

Angela
And that’s what’s going to make this conversation really interesting, because we’re not just talking about one good night at the awards night, although it’s a blast seeing your name in lights.

Andy
We’re talking about the detail behind the win, the mindset, the life plan, the business decisions from the ground up. 

Angela
So if you’ve ever thought, “Could my business ever be award worthy?” Then this episode is going to give you the real answer.

Andy
You’re listening to The Tradie Show. This is the podcast for trade business and contracting bosses like you who wanna lead with confidence, make more profit, and create a better lifestyle.

Angela
We’re your hosts, Andy and Angela Smith, husband and wife team and co-founders of Lifestyle Tradie. Are you ready to have some fun? 

Michael
Hell yeah. 

Andy
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Michael, welcome to the Tradie Show, buddy. First up, a massive congratulations. How have you been, mate? 

Michael
Oh, thank you so much. Yeah, I’ve been amazing. It’s, uh, um- 

Andy
Just kicking goals. 

Michael
Such a privilege to even be a finalist, so to win was just the best. 

Andy
Absolutely game changing, isn’t it? 

Angela
We are seriously incredibly proud of you, and we’re really excited today to actually unpack the story behind this win because we all know that that didn’t happen overnight 

Andy
No, it, it definitely didn’t.

And Michael, before we get into the award, can you take us back to the start? You know, you’re a second-generation plumber having taking over, um, Swans Professional Plumbing from your dad, and I know through your stories that he was a very savvy business owner, a clever entrepreneur and forward thinker. And you also mentioned that he was the one that even suggested that you come to one of our Lifestyle Tradie live events, and he, he valued the importance of education so much that he wanted you to come and learn from us.

I, I bet you thank him around that a- recommendation now. 

Michael
Yeah, definitely. Yeah, he’s always, um, told me to surround myself with people that have done what I wanna achieve. And yeah, my dad was always a awesome business owner, and I always looked up to him. Remember growing up and, uh, when I was at school, he’d have me come in on school holidays, help him with the scrap copper when we had a massive pile down the side of our house, and things like that.

So yeah, it was just, uh, always one of my goals to take over one day. 

Andy
Yeah, a legend guy, a great business owner, and an incredible entrepreneur, and a forward thinker, um, well above his time along the way, there’s no doubt about that. 

Angela
Well, Michael, our understanding is your fi- first connection to Lifestyle Tradie actually happened before you even owned your business.

Can you tell us how you first came across us, and what you remember thinking when you realized that some of the systems you’d seen in another trade business had come from Lifestyle Tradie? 

Michael
My wife actually got a job in Melbourne. Uh, she’s a pastry chef, and she was like, “I’m going.” Um- Well, at the time she was my girlfriend. 

Andy
Yeah. And you were chasing her

Angela
Good move.

Michael
And it like-. Yeah, so, so, um, and at the time I was actually, like, a subcontractor plumber, so I did not know what I was doing. I was just like, whatever the builder that I was working for told me that I was allowed to charge, I was just charging him that. Like, had no idea what I was doing.

But, um, yeah, and then I moved. We packed everything up within, like, a, a month and moved over to Melbourne, and I started applying for jobs ’cause I had no job at the time. I got a call from a company called Service Experts. And when I joined I was like, “Oh my God, they’ve got so much, like, so much of their shit together.”

Like they had these- They had these beautiful flow charts of, like, how to do systems and, um, all the upfront pricing and every toolbox meeting we were talking about, um, like how to do things better, and we had these boot covers and I was like, “Yo, this is, um- This is like so good. Then when my dad did say, “Oh, um, I’ve got this email for Lifestyle Tradie, I think you should go.”

And I went to the live event. I opened the booklet that you gave me Mm-hmm. And there was a picture of my old, uh, boss. I was like, oh my God, this is where it all came from. 

Angela
What a connection. 

Andy
Yeah, great connection. Beautiful people, Tanya and Daryl as well. Yeah. Absolute legends, with us for many, many years.

So when you officially joined Lifestyle Tradie, you know, what were you hoping it was gonna change in your business, and, and what did you feel you needed at that stage? 

Michael
Uh, well, I always wanted to grow something really good that could honor my dad, like the Swans Plumbing name. 

Andy
Yes. 

Michael
Um, because when I did start I was like back to a one-man band.

Andy
Yes. 

Michael
I kind of just, um, bought the database and stuff off of my dad at the time. Yeah, I wanted to expand and grow, grow the team and everything like that, and obviously saw that, um, Lifestyle Tradie could help me with that. 

Andy
Yeah, and you’ve come such a long way and, and, um, you know, from setting it up, and you, you’ve heard us say all the time, you know, a lot of our listeners heard, but the f- getting the foundations, getting the structure, knowing your numbers, all that simple stuff that when you went to Melbourne you saw Daryl and Tanya doing, and now you joined Lifestyle Tradie and you’re, you’re doing all that yourself as well, right?

Michael
Yeah, just putting it all in place and, um, having access to the things that have been done in the past has just m- made it, uh, so much easier. 

Angela
Well, Michael, you have, you have always been a massive action taker for the last six years. We do wanna ask, out of everything you’ve implemented over the past few years, what do you think has made the biggest difference to your results or your team, uh, or to even your lifestyle?

Michael
I think out of everything that I’ve implemented, uh, it would be, uh, the flow of a job, option sheets, and the plumbing health check. 

Andy
Yeah. 

Michael
Uh, I think when you get that stuff right, and then, uh, make it not optional, like a I feel like doing it today for the team, it really helps. 

Angela
Setting expectations. Yes. So all the team know how to succeed, right?

So they don’t have to come and ask you questions every day. 

Michael
Yeah, exactly. 

Andy
And I think the big thing, and I’m still talking to business owners, as you know, all the time, and, and, um, they’re overwhelmed, they’re burnt out, they’re wearing too many hats. And, and, um, just getting this simple process in order, getting the right technology, getting the right foundations of your business, understanding your numbers, getting this flow of a job set up the right way.

When I go through this with everyone, and you’ve seen it yourself, you’ve been with us for six years, not only for you, but all of our members as well, it literally changes the whole way you run your business and changes the game. And I’m still talking to people out there that just go, “Oh my God, really? Do I have to do that?

I don’t wanna do that. I don’t wanna do this.” I’m like, “Well, dude, you’re telling me how unhappy you are, but you don’t wanna change? Like, come on.” It’s, it’s crazy, isn’t it? You must see a lot of people out there still banging their head against the wall every day. 

Michael
Yeah, definitely. They, um, you know, you go into the supplier and people are complaining and stuff, and then I’m just super happy and know that my team are doing what, what they’re supposed to be doing.

Andy
Yeah. 

Michael
You know, I can see it on every job. 

Andy
It’s interesting, isn’t it? ‘Cause a lot of trade business owners, they say to me, “I need systems,” but they always put them back on the back burner. And the thing is, you’ve actually built systems for your team of six to follow, um, along with our Lifestyle Tradie or Dr. Drip systems. But what made you commit to that, and how do you get your team to understand the why behind the way of you doing things at Swan Plumbing? 

Michael
I’ve always been into learning and growing, but I actually struggle to, to read. So I’ve started getting into like audiobooks and everything like that when I started the business, and I just, um, ingested so much information, um, from those audiobooks when I first started.

And obviously the Lifestyle Tradie content’s always all on video. Yeah. So as I’m driving around job to job, I’m listening to all this content and, um, uh, one of the things that you hear when you’re listening to all these business books and everything is you need the business to have systems and run itself.

You don’t wanna be the one stuck doing all the work day to day. So I committed to that and that’s, um, what I’m always focused on, trying to make everything work without me. 

Andy
Yeah. And how’s that going at the moment? Give me a quick snapshot of, of where you’re at. Team of s- oh, you said a team of seven now.

Where are you at and what, what’s your day-to-day roughly look like? 

Michael
I start the day by, uh, trying to get my kids to school. Yeah. So that’s, um- Yeah, 

Andy
that’s nice … 

Michael
so I normally don’t even… Like, I’ll answer quick phone calls or anything like that for my team, but, um, yeah, mainly getting my kids to school and then I come in and just work on the business for a few hours.

Andy
Yes. 

Michael
It’s pretty good. Sometimes it’s really busy, sometimes it’s, uh, just cruisy, but- 

Andy
Mm … 

Michael
I’ve been taking Wednesdays off to take my daughter to, um, gymnastics as well. Beautiful. So that’s been awesome. 

Andy
Great. So you’ve really cut your hours back. You’ve done the hard yards early, you get the foundation structures, get everything right, and now you’re getting your lifestyle back.

Michael
I feel like I’m getting more done now. Even this week I’ve just made so many really good changes, and it’s just ’cause I have time to actually think about the business and look into it. 

Angela
Mm. 

Andy
And that’s the thing, right? When you’re busy and you’re overwhelmed and you don’t wanna change and you’re stuck in your own head and that, you know, everyone w- knows they need to be better.

It’s just amazing how there’s just those people out there that know they need help, but it’s always, “Ooh, I can’t do that. I’m gonna do it myself,” or, “It’s a little bit expensive,” or it’s this or… They’ve got so many fucking excuses and then they come back years later and they’re still doing the same shit and you think to yourselves, “Fucking wake up to yourself.

Get help and actually implement it.” It’s absolutely crazy what we’re seeing out there in the trade industry why people aren’t getting that help. 

Angela
Absolutely. Well, Michael, you’ve got… One of the stories you’ve shared in the past is about the life plan that you created in Fiji when we were together- Mm … at a Lifestyle Tradie event.

Can you share that with the listeners? ‘Cause seriously this was good. 

Andy
Ah, 

Michael
he pulled the book out. Well done, mate. Yeah. Yeah, we went to Fiji with the whole family, um, with Lifestyle Tradie and that was awesome. Like what plumber gets to go to Fiji and work on their business? And we did the Life by Design book, and at the time, like obviously we, we were lots…

a bit smaller and um, you know, I had two kids and we were renting and yeah, we, we had things that we wanted to achieve, but we just hadn’t like found our stride yet or anything like that. Yeah. Just before we went to Fiji, we found this block of land in Mandurah where my family lives and where we grew up and we were like, “Oh, if that’s still available, like we’re gonna buy it when we get back.”

Andy
Yeah. 

Michael
And um, we did the Life by Design and I’ve, I know that I’ve got in there like buy a house in Mandurah and I think it said live in a house in Mandurah actually and I, yeah, we got back from Fiji and the house had an, uh, like an under offer sign on it and we were like, um- 

Angela
Oh 

Michael
no. Yeah. We were like, “That sucks.”

Um, but Gem wasn’t taking it, so she called the agent straight away And, uh, they were like, “The offer has just fallen through. Uh, if you put an offer in now, they’ll probably take it straight away.” So, um, that day m- we, like, put the offer in, and then we ended up, like, getting that block of land and, um, building, like, an amazing house that we just got to move into. 

Angela
Unbelievable.

Andy
Mate, so good. So good. Yeah, listen- 

Angela
This is life goals stuff, this … 

Andy
yeah, this life plan thing is something Ange and I have always done. Some people see it as a bit woo-woo. But, um, we did it with all of our members, and the, the amount of people that just said how incredible it was for them.

Now, for those out there listening, you probably don’t know what this life plan book is. I’m gonna give you a really quick snapshot, and that is you need to decide what you want in your life, then you need to de- then your partner needs to decide what they want in their life, and then together you come together and go, “Well, in 5 to 10 years, this is what our life needs to look like.”

Whatever level of life you want, that’s what it needs to look like. Once you know where you wanna go in life, kids go to private schools, cars, planes, whatever the fuck you want, then you gotta go to yourself, “Well, how much money do I need a year, and how am I gonna get to that?” And then you need to build a business that’s gonna be that size, ’cause there’s no use building a big fucking business if you wanna live in a teepee, right?

So you’ve gotta decide what do you want, how hard do you wanna strive, and every single day you go over that in your mind, and you look at it, and you’re striving for it every single day. That’s what you did, Michael, um, and Gemma, and, and absolutely nailed it. Built your house, dream- dream house. Loving it. I know you’ve only moved in a month ago.

Beautiful family, and absolutely crushing it at the moment. But life plans, everyone out there listening, they are a thing. They’re not woo-woo, and I’m a massive fan. 

Michael
Yeah. 

Angela
I think it makes a massive difference to actually write something, be forced to write something down. I think you think about these things a lot, but it- 

Andy
Manifest

Angela
yeah. The… 

Michael
Yes. Yeah. And- Put it in the universe … totally. Exactly. Like, it doesn’t, doesn’t cost you anything, but if you a- achieve it, it, um, comes back tenfold.

Andy
100%. 

Angela
That’s so true.

Andy
100%. And you can never achieve something that you don’t put your mind to, so you’ve gotta put it out there and strive. You’re always gotta be striving for stuff

Andy
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Angela
So Michael, you entered the Australian Small Business Champion Awards for the very first time, and you ended up winning the plumbing category.

Absolute kudos to you. Can I ask what made you enter? Like you’ve never done it before, so why now? 

Michael
Well, Lifestyle Tradie was always talking about doing awards and how worth it was for your business, and I always had it on the back burner like I was gonna do it, but it always got put back. And then what actually happened was in October, like last year, there was the huge AI rollout from Google and everything, so like our SEO strategies just all got blown apart, like straight away.

Uh, I think everyone’s volume went down, and uh, had a meeting with my SEO company and they were like, “You need to be more like visible and legitimate.” And- 

Angela
Credible. 

Michael
Yeah.

Angela
Mm. 

Michael
And credible, so one of the things that we decided on doing was entering awards, because what’s more credible than people judging your business and deciding if, if it’s, um, worth being like a champion?

Andy
Yeah, and you guys have been the best. 

Angela
Absolutely. And look what happened, hey? The- Yeah, exactly. But I love that even from you having a meeting with your SEO company, looking at data, because data doesn’t lie, right? To be able to- Yeah … see that information, to see the trends change, to then say, “We have to move. We have to change with the times, and we need to execute this differently,” is actually been the motivating factor to say, “I gotta get off my butt and actually do something about these awards because this is what’s gonna help me build trust.” Yeah. A huge kudos to all of you. The beauty about small business, I think, is when you understand this data, you can actually move really quickly.

So you’ve been able to execute that fast. Can I ask a question? What was going through your head, Michael, when you saw Swans Plumbing Professional being announced as the winner? 

Michael
Oh, well, first I was sitting at the table with Gemma, and I was like I just said, “Film the screen. I want a video of my name getting called out as a finalist.”

And that was my whole goal for – 

Andy
Yeah, 

Michael
yeah … for I was like, “I’m gonna use it on social media, Swans Professional Plumbing finalist.” So when we’re filming, I was like, I didn’t have any expectations of winning because- 

Angela
You’re like, “It’s been captured. I got the moment.”

Michael
Yeah. I got the moment. So yeah, my wife’s filming the um, the screen, and then yeah, we were actually named, and the table just went ballistic.

Gem stopped fi- like chucked her phone on the table. We lost… We didn’t get any like footage of me, like my surprise or anything. But um, yeah, it was just such a like um, mind-blowing moment, and then I had to go up on stage and give a speech in front of a thousand people or something. Exactly. 

Angela
Yeah. Huge effort.

In front of a thousand people. Those awards are big. Yeah. And the beauty of them is the fact that you’re actually being judged by actual judges. Mm. So I will say, I have actually been a judge myself for these awards, so I know how rigorous it is to be a finalist, and more so to win. Can I ask, in your opinion, what do you think made you stand out above your competition to end up winning that award?

Michael
When I answered the questions, I think I to- I was telling the story of Swans Planting through all the questions. So the way I thought about it was someone’s gonna be reading this, so it has to, like, make sense the, the whole way through. 

Andy
Yeah. 

Michael
Not just, “Oh, our marketing has grown by this much this year.” Like … So yeah, I th- feel like writing it out starts out asking you, tell us about your business, and then it goes through into different layers, and you can layer all that together, um, and tell your story. 

Andy
Yeah. And he, and he obviously done that very well, and the judges loved it. And it’s interesting though, right?

So some tradies out there, some business owners out there think going into awards are a waste of time. And I talk to these people like, “Ah, what a crock of shit,” you know? But listen, credibility is everything in life. But what are some of the results that you’ve seen since actually winning? 

Michael
Ev- all of our metrics have just gone, gone up. Um-

Andy
Oh, wow. That’s great …

Michael
like, um, I was looking at, uh, our website visits and our, our phone calls, and just our brand awareness went up just by so much after we won the awards, and it was almost instant. And that was probably a combination with how we handled the announcement.

Andy
PRs and stuff …

Michael
Yeah. Yeah, the PR because- 

Andy
‘Cause you were in, like, the Western Australian newspapers and you’re a bit of ev- you’re on radio. You’re fucking everywhere over there.

Michael
Yeah, I went on the radio.

Andy
Yeah.

Angela
You became a celebrity.

Andy
Yeah. 

Michael
Yeah. Yeah, pushed it out pretty hard. Um- 

Andy
That’s great … 

Michael
But yeah, that was the whole point anyway. 

Andy
It is, right? That’s the whole point. Yeah. So your, um, SEO company or who you’re dealing with is like, “Holy crap, you’ve taken it to another level, mate. Well done.” 

Michael
Yeah. 

Angela
I love that they’ve had your back and, uh, and are giving you guidance about how to implement this stuff, and, um, data tells a story, man. I love the fact that it’s, it’s, uh, it’s been growing since that day that you won, and it will just keep growing. Yeah. This is what I love. So what are you most proud about Michael when you compare the business Michael from seven years ago to the one that you’re standing in front of the mirror now?

Michael
Well, it started off as a one-man band, like dreaming of what my business was gonna look like, and obviously it’s not to where I want it to be yet, but it’s, um, definitely on the path, so that’s a good thing. I think one thing I’m really proud of is, is just kind of becoming a leader, uh, with the team, ’cause that’s not something you, um, are born with.

I feel like you’ve gotta learn how to be a good leader and a good communicator and have people, like, want to b- come to work and be happy and everything like that 

Andy
So for trade business owners listening who are flat out, they’re under pressure and they’re thinking, “There’s no way my business could ever win a, an award,” what would you say to them?

Michael
I wouldn’t stand here and say that I’ve got everything figured out, but, um, like I still have doubts and everything, but I do have time to think about like how to grow my business and how to come up with, to make things better. You’re out there and you’re not charging enough and you’re h- winning 100% of your jobs and just stuck in the day-to-day grind.

Like, I’d be, I’d be thinking about like doing a bit of a time audit, maybe thinking, “If I only win 80% of my jobs but I charge more money, what can I do with that extra 20%?” And then use that 20% to grow your business and, um, put in systems and procedures that will, will help. Because, yeah, when you, when you get your time back, you can do things like join Lifestyle Tradie and like have people behind you that help you grow. Um- 

Andy
Yeah. Yeah, 100%. And I, I think the big thing what you’re saying there is anyone can win an awards. Obviously you, if your, if your business is running like a bag of shit, you’re not gonna win an award, right? So you, you’ve gotta slow down, get your structures, get your foundations, get your steps in place, work with someone with Lifestyle Tradie or someone like us, make sure you’ve got everything humming, and then get out there, win awards, and, and, and keep going from strength to strength.

I just wanna point out here is most tradies are so bogged down, they have no clarity, they’re under pressure, they’re really over it, they don’t know what to do. And what I find really crazy, and they say it’s the first sign of insanity, is doing the same fucking thing over and over again. Because you’re not getting a different result.

Like you’ve gotta make a change. You’ve gotta make that decision. Like you did. You made your decision. You had to get it right. You’ve nailed it. You’ve grown. You’ve won awards. You’ve built your dream house on your, on your, on a perfect block of land. You’re, you’re crushing it. It’s only the beginning for you, so I just can’t thank you enough, mate.

And, and, um, Ange and I are, are really proud of watching this journey and how far you’ve come along the way. 

Michael
Thank you so much. 

Angela
What’s next for Swans Professional Plumbing after this win? 

Michael
Uh, well, I still have plenty of things to do on my- … um, to-do list that I wanna, um, wanna do. I still, I don’t wanna be the biggest plumbing company in Perth, but I do wanna be, um, the most well-run and best, um, business and everything.

I’m really big into like implementing AI into my business at the moment. I’ve done some awesome stuff with that. Yeah, so I’m still growing to that, that team that I want and everything, but… 

Andy
Yeah. 

Michael
Yeah. 

Andy
No, that’s it, mate. That’s awesome. Hey, we play a little game too. It’s called Rapid Fire. I’m gonna ask you three quick questions, I and Ange and I are gonna ask you.

You’ve got about 10 to 20 seconds to answer them each. Are you ready? 

Michael
Yeah, I’m ready. 

Angela
Okay. Okay. What’s one decision you made in business that changed everything? 

Michael
Uh, I think it’s just to enter. What’s the worst thing that’s, uh, gonna happen? Like, you become a finalist of a competition, uh, that you can use on all your marketing and everything. Just do it . 

Andy
Yeah, just get out there and do it. No, that’s been a big one. Um, what’s one small thing that makes a big difference in your day-to-day? 

Michael
I think it is dropping my kids off at school, uh, every day.

Angela
Special.

Michael
That’s, like, massive. Just great to be the dad that gets to do that every day and, um, see, see them grow up.

Andy
Yep. 

Angela
Amazing that you’re able to do that. This is the beauty- Yeah … of having a trade business that runs well. And last question, Michael, what’s the best piece of advice you’ve ever received? 

Michael
I’ll go back to what my dad said, and surround yourself with people who’ve already done what you wanna achieve 

Andy
And join Lifestyle Tradie, what he said, didn’t he, yeah? Mate, I have to agree, I have to agree with you right there.

Angela
We have to agree.

Michael
Know your numbers, that’s the one.

Andy
Yeah, yeah, yeah.

Angela
100%.

Andy
Mate, you’re an absolute legend. Great, um, playing that game with you. So Michael, before we let you go, I just wanna start again and just say properly, massive congratulations again on winning the plumbing category of the number one, um, Australian Small Business Champion Award. That is absolutely huge. 

Angela
Yeah, we are genuinely so proud of you, not just ’cause of the win, but because we know there’s been years of work behind that moment. 

Michael
Well, thank you so much, yeah. Still buzzing. 

Angela
Love that. 

Michael
It’s great. 

Angela
Yeah, absolutely. You ride that wave, I say. I think that’s what makes this so powerful.

It’s literally, that wasn’t just one lucky moment, it was a result of so many small decisions that you made over time. 

Andy
Yeah, that, you’re 100% right. The systems you’ve put in place, the standards, the team culture, the customer experience, the leadership that you gained, knowing your numbers, all the stuff that most people never see behind the scenes, you have nailed.

Angela
Yeah, and that’s a big reminder for every trade business owner listening right now. 

Andy
Yeah, that’s right. Your business doesn’t have to be perfect right now, but you’ve got, uh, to back yourself to get it there. 

Angela
Exactly. Award-winning businesses are built through small decisions repeated consistently when no one else is watching.

Andy
So if you’re flat out, under pressure, and thinking, “There’s no way my business could ever be a- award worthy,” well, start with the next decision.

Angela
Build one system, have one team conversation, tighten one number, improve one customer touchpoint, and just write down one goal.

Andy
And that’s how the momentum starts.

Angela
Michael, thanks so much for joining us, and again, congratulations to you and Gem and the whole Swans Professional Plumbing team. 

Andy
Yeah, we can’t thank you am- enough, mate. You are an absolute superstar. It’s been great watching the journey, and I know we’re catching up with you in Manly soon. Um, thanks for coming on the show, buddy.

Michael
Thank you so much. This was awesome. 

Andy
We love it, we love it, we love you, and, uh, look forward to the next, kicking some huge goals along the way. Now you’ve got your structure and platform and the business right, the next six are gonna be easy, right? That, that’s the thing. You get it right, then you can grow to whatever level you want.

Angela
All right, and for everyone listening, we’ll see you next week. 

Andy
Catch ya.

Andy
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