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From Ditches to Digital: How a Fourth-Generation Plumbing Company is Rewriting the Trades Playbook
A 36-year legacy meets cutting-edge AI in this inspiring story of family, innovation, and customer-first values
When Rick Romero founded Metro Flow Plumbing in 1989, he was following in the footsteps of his grandfather and father—both plumbers who built their own businesses from the ground up. Today, as his son R.J. steps into leadership as Operations Manager, the Dallas-based company represents something increasingly rare: a fourth-generation family business that’s not just surviving, but thriving.
The Foundation: Built on More Than Pipes
Rick’s journey into plumbing wasn’t a backup plan—it was a calling. Growing up watching his grandfather manage crews and his father build a business, Rick absorbed lessons that went far beyond the technical skills of the trade. After moving to Dallas from New Mexico and working his way up to plumbing manager at a commercial firm, opportunity knocked when that company began shuttering operations.
“They asked me if I would complete their remaining jobs,” Rick recalls. “I said I could do that, but I wanted them to send a letter to their clientele letting them know I was starting MetroFlow Plumbing.”
That strategic move launched a decade of commercial work—though it wasn’t easy. The cash flow challenges of commercial plumbing, where payments could be delayed five to six months, made “robbing Peter to pay Paul” a constant struggle.
The Pivot That Changed Everything
The turning point came when Rick discovered fixed pricing and customer-focused service models. “The sun started shining,” he says of that transition. Moving from commercial to residential plumbing with upfront, straightforward pricing transformed the business.
But the real differentiator wasn’t just the pricing model—it was the philosophy behind it.
MetroFlow’s three core values became:
- Honesty
- Commitment
- Dependability
“We treat customers like a mom or dad or family member,” explains R.J. “We’re not just there for that day or couple of days. We want them for life.”
When Passion Meets Resistance: R.J.’s Journey
Not every child who grows up in a family business wants to continue the legacy. R.J. Romero is the exception—and his enthusiasm nearly got him expelled from college.
“He wanted to do it so bad he would push the other techs out of the way,” Rick remembers with a laugh. “Mom wanted him in college, and it was a fight keeping him there.”
R.J. eventually graduated, but his heart was always in the field. Today, he sees the value of that education in understanding the business side, but his passion remains in the hands-on work and customer relationships that define MetroFlow’s culture.
“Just watching him, seeing what he’s built—he’s one of a kind, a badass,” R.J. says of his father, visibly emotional. “Getting to pass on what he taught me to the apprentices and journeymen now, showing them how MetroFlow does it—that’s what drives me.”
Innovation Without Destruction
While many plumbing companies stick to traditional methods, MetroFlow has embraced technologies that minimize disruption to customers’ homes and lives.
Their flagship innovation is CIPP (Cured-in-Place Piping)—a technique that rehabilitates deteriorating cast iron pipes without tearing up floors or yards. By inserting a resin-lined tube into existing pipes and curing it in place, they create a new pipe within the old one, adding 50 years of life.
“A lot of people are afraid of it,” Rick notes. “Which is good for us, because we’re not. We’re going to run to it.”
Other technologies include:
- Advanced camera systems for pipe inspection
- Precision leak detection to minimize excavation
- Water filtration systems tailored to customer needs
The AI Advantage: Where Tradition Meets Technology
Perhaps most surprising is how this old-school family business has embraced artificial intelligence through their partnership with Peakzi.
“Peakzi is all over what’s going on in the industry,” Rick explains. “They help us see what other companies are doing and how we can do better.”
The impact has been tangible. When MetroFlow wanted to market their CIPP services, Peakzi used AI to identify all pre-1980 homes in their service area—the prime candidates for pipe rehabilitation. The targeted marketing campaign that followed generated significant new business.
“What would we have done without them?” Rick asks. “It puts us behind if we’re trying to figure it out ourselves.”
Building a Culture That Scales
Behind the technology and innovation is something more fundamental: a workplace culture that treats employees as people, not numbers.
“Guys come from other plumbing companies and say, ‘Wow, this is a great place to work. Where I came from, I was just a truck number,'” R.J. shares.
The Metro Flow approach includes:
- Weekly training sessions focused on both technical skills and communication
- Comprehensive benefits including 401(k), medical, dental, and vision
- The “win-win-win” philosophy: customer wins, technician wins, company wins
- Fixed pricing by the job, eliminating clock-watching stress for customers
- Post-job walkthroughs to show customers exactly what was done
“We do what we say we’re going to do,” Rick emphasizes. “And then we show them we did it.”
The Trades Renaissance
The Romeros’ story arrives at a pivotal moment for skilled trades. After decades of “you don’t want to be digging ditches your whole life” messaging that pushed young people toward four-year degrees, the pendulum is swinging back.
“The trades were suffering because everybody said school, school, school,” Rick observes. “Now the tables have reversed. You can make just as much money in the trades as with a college education.”
With corporate jobs increasingly vulnerable to AI disruption, skilled trades that require human expertise and customer interaction are positioned for growth. MetroFlow proves this isn’t just about job security—it’s about building wealth, legacy, and meaningful work.
Looking Ahead: Legacy and Leadership
After 36 years, Rick is thinking about succession and the future. His vision is clear: continue building a culture where people want to work, stay ahead of technological changes, and maintain the customer-first values that built the company.
“We’re not a huge company, but we don’t need to be huge,” Rick reflects. “We just need to do what we do, continue to do it, and it grows on its own.”
For R.J., the responsibility of carrying forward four generations of craftsmanship is both humbling and energizing.
“We’re here for you,” he says simply. “We’d love to help you, your neighbors, anyone in Dallas. We’ve been in business 36 years and we ain’t going nowhere.”
The Metro Flow Blueprint
What can other home services businesses learn from MetroFlow’s success?
- Values aren’t marketing—they’re operations: Honesty, commitment, and dependability guide every customer interaction
- Embrace innovation, but on your terms: Technology should solve real customer problems
- Culture compounds: Happy, well-trained employees create happy, loyal customers
- Communication > Everything: Fixed pricing, education, and transparency build trust
- Think generationally: Build something worth passing on
In an era where AI can handle customer service chats and automate scheduling, the human touch remains irreplaceable in the trades. MetroFlow Plumbing proves that combining old-school values with new-school technology isn’t just viable—it’s the future.
Metro Flow Plumbing serves the Dallas Metroplex with 24/7 service. Learn more at metroflowplumbing.com or call 214-328-7371.
This story is part of the Home Services Success Stories podcast series, powered by Peakzi.
