Mike Counsil Plumbing and Rooter

What Mike Counsil Plumbing and Rooter does

Mike Counsil Plumbing and Rooter (operating as Mike Counsil Plumbing LLC) is a privately held residential plumbing service contractor based in San Jose, California, founded in 1993. The company provides a comprehensive portfolio of in-home plumbing services for homeowners across Santa Clara, San Mateo, and Alameda counties, including 24/7 emergency response, plumbing repairs and installations, complete home repipes, sewer and drain services (drain cleaning, hydro jetting, drain line and sewer line repairs, trenchless sewer replacement, video camera inspections), gas line work (emergency gas leaks, earthquake shut-off valves, gas appliance hookups, in-home gas testing), and water heater services for both traditional tank and tankless systems. Specialty add-ons include Pulse salt-free water treatment and water treatment systems. Underlying service technology relies on conventional field diagnostic equipment rather than proprietary software platforms.

The business operates a direct-to-consumer field-service model with three revenue streams. The primary stream is professional service fees billed per job for repairs, installations, and emergency work using an upfront pricing model; a secondary recurring stream is the Home Protection Plan subscription at $14.95/month, which bundles annual maintenance, priority scheduling, an 11% loyalty discount, unadvertised specials, and a 2-year repair guarantee. A third stream leverages third-party financing partners — Greensky, Ygrene Energy Fund, and Synchrony — to enable installment payments for larger repipe and replacement projects. Customers engage via phone, online booking, and a content-rich website with city-specific SEO landing pages supporting more than 30 municipalities in the South Bay. Distribution is augmented by official sponsorships of San Jose's NHL (Sharks), MLS (Earthquakes), and Minor League Baseball (Giants) teams.

Operationally, the company is family-led under founders Mike and Brenda Counsil with Sean Counsil as Operations Manager and Patty Loza as General Manager; it maintains an on-site training facility to support technician development and licensure compliance (CA plumbing contractor license #679261). It has been recognized with a Better Business Bureau Superior Rating and Angie's List Hall of Fame placement and operates a referral program with tiered cash rewards scaled to invoice size. The company self-describes as community-driven and has continued to grow through the pandemic period without any disclosed external private equity or venture capital investment.

Name

Mike Counsil Plumbing and Rooter

Legal name

Mike Counsil Plumbing LLC

Website

https://mcplumbing.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Mike Counsil Plumbing and Rooter is a privately held, family-led residential plumbing contractor based in San Jose, California, serving homeowners across Santa Clara, San Mateo, and Alameda counties with 24/7 emergency plumbing, sewer and drain, gas, and water heater services, plus a Home Protection Plan subscription.

Ownership category

akta.pro rank

Headquarters

HQ city

San Jose

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Plumbing Services: One-time service fees for repairs, installations, and maintenance including emergency services, drain cleaning, water heater services, gas line work, and sewer services. Revenue generated per job with upfront pricing model.
2. Home Protection Plan: Monthly subscription at $14.95/month providing annual maintenance, priority scheduling, loyalty pricing (11% discount), and 2-year guarantee on repairs. Recurring revenue stream with tiered rewards based on invoice amounts.
3. Financing Services: Partnership with Greensky, Ygrene, and Synchrony financing programs to provide installment payment options for customers, enabling larger purchases and repiping projects.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Mike Counsil Plumbing and Rooter is a residential plumbing contractor delivering 24/7 emergency plumbing, sewer and drain services, gas line work, water heater installation and repair, and pipe maintenance to homeowners across the South Bay Area of California. The company supplements its core repair and installation services with a monthly Home Protection Plan membership that includes annual maintenance, priority scheduling, and a 2-year repair guarantee. Field operations are run from a single San Jose headquarters with licensed plumbers (license #679261) trained at an on-site facility.

Product overview

Mike Counsil Plumbing and Rooter is a residential plumbing service company offering a comprehensive portfolio of plumbing solutions. The core offering includes 24/7 emergency plumbing, general plumbing repairs and installations, sewer and drain services (including hydro jetting, video inspections, and trenchless repairs), gas line services, and water heater services (both traditional tank and tankless systems). The company supplements its service business with add-on programs including a Home Protection Plan (annual maintenance membership with priority service and discounts) and Pulse Water Treatment (salt-free water filtration system). Additional specialized services cover garbage disposals, faucets, toilets, sinks, pipe maintenance, repiping, water leak repairs, and water treatment systems. The company operates as a service-based business rather than a software product platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Plumbing Services Comprehensive residential plumbing repair, replacement, installation, and maintenance services covering pipes, fixtures, water heaters, and gas lines for homeowners in the South Bay Area.
• 24/7 Emergency Plumbing Rooter Services

Quantifiable outcome

• Response time under 30 seconds for emergency calls
• +3 more outcomes

Named customers14 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• San Jose SharkscoreGTM or Marketing PartnerOfficial sponsor of the San Jose Sharks NHL hockey team. Association builds local brand recognition and community presence in the South Bay Area.
• San Jose EarthquakescoreGTM or Marketing PartnerOfficial sponsor of the San Jose Earthquakes Major League Soccer team. Partnership supports community engagement and local sports fanbase.
• San Jose GiantscoreGTM or Marketing PartnerOfficial sponsor of the San Jose Giants Minor League Baseball team. Community partnership supporting local athletics.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• HomeServe USA: HomeServe partners with municipalities and utilities to offer home repair service plans and dispatch networks for plumbing, sewer, and electrical emergencies. Its subscription model and partnership with utility billing make it an emerging threat that competes for the same Home Protection Plan wallet share Mike Counsil targets.

Direct peers

• Benjamin Franklin Plumbing: Benjamin Franklin Plumbing is a national franchise under the Neighborly umbrella offering residential plumbing repair, installation, sewer, and drain services with an on-time guarantee. It mirrors Mike Counsil's local-brand-plus-quality-guarantee positioning and competes in the same household-services category.
• Mr. Rooter Plumbing: Mr. Rooter is a Neighborly franchise brand providing residential and commercial plumbing, drain cleaning, and sewer services with an upfront-pricing model very similar to Mike Counsil's. It is one of the closest franchise-format analogs and competes directly for the same homeowner segment.
• Roto-Rooter: Roto-Rooter is the largest national residential plumbing and rooter service franchise in the U.S., offering 24/7 emergency plumbing, drain cleaning, sewer repair, and water heater services. It is the most direct national competitor to Mike Counsil's core plumbing/rooter offering and competes for the same homeowner emergency jobs.
• ARS Rescue Rooter: ARS (American Residential Services) operates Rescue Rooter and other brands providing plumbing, HVAC, and sewer services to homeowners across multiple U.S. markets. It is a direct competitor in residential plumbing/rooter with comparable emergency-service positioning and a much larger national footprint.

Others

• Angi Inc. Angi (formerly Angie's List, where Mike Counsil is a Hall of Fame inductee) is the leading marketplace connecting homeowners to local plumbers, electricians, and contractors. It is not a competitor but a channel dependency: the company relies on review platforms like Angi and BBB for lead generation, creating platform-risk exposure.

Broad incumbents

• ServiceMaster: ServiceMaster is a national franchisor of home services spanning plumbing, HVAC, restoration, and cleaning. While not a direct plumbing competitor in California, it is a broad incumbent in the residential services space and represents the kind of scaled, multi-trade operator Mike Counsil could either partner with or compete against if it expands.

Regional players

• Service Champions: Service Champions is a Bay Area residential HVAC and plumbing provider serving the same South Bay / Peninsula geography as Mike Counsil. It is a direct regional competitor with comparable 24/7 emergency positioning and similar household-services value proposition.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/7askmike7
• Facebookfacebook.com/mike.counsilplumbing
• LinkedInlinkedin.com/company/mikecounsilplumbing

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mike Counsil Plumbing and Rooter