Despite being in close proximity to a major metropolitan city, homes in the areas around Seattle often utilize septic systems rather than public sewers. “It’s the topography,” says Jamie Long, owner of Jamie’s Septic Service in Kent, Wash. “There are literally hundreds and hundreds of bodies of water that would interrupt sewer lines.”

Long’s father Gary Long has been in the septic service business since 1977, but when Long made the decision to do the same, he didn’t want to go to work for his dad or any of the other contractors he knew. He wanted to work for himself, by himself and do things his way. He says that attitude is pretty common in his area. “My dad’s a one-man show, as well,” he says. “Almost all of us out here are. Only a handful actually have employees.”

PART TIME TO FULL TIME

When Long was in high school, his father was an underwater construction worker, diving for bridge and sewer line projects, requiring him to travel all over the country, or even other countries. Between assignments he ran a septic business and the younger Long worked after school covering for him while he was away. After leaving home, Jamie Long tried his hand at a few different things. He was a mechanic for a while, then a Kenworth truck builder and finally thought he’d found a home at Boeing working as a skin riveter on the 747s.

However, he was dissatisfied with a long commute and excessive overtime hours. In January 2002 he decided to do something about it and began doing septic work on the side. “I started this business up simply to work the weekends. I could make more money working a Saturday than I could working a Saturday and a Sunday at Boeing,” he says.

His ultimate goal was to move closer to Boeing and continue working there. But it’s fortunate he got a head start on an alternative career because airplane construction ground to a halt after 9/11. “Airlines quit buying planes,” he says. He was ultimately laid off, which pushed him to focus on growing his business. He started calling on real estate agents and plumbers, asking for referrals, getting his name out there. By the time Boeing called him back two years later he was ready to say no.

He works out of his home – or, as he puts it, “That truck is my office,” complete with cell phone, GPS and Bluetooth, as well as a 4,000-psi jetter from Amazing Machinery. He focuses on septic pumping, maintenance and repair serving a 45-mile radius of Seattle. He says he is about at the point where he’s done growing. “There is only so much work one guy can get done in a day, which is where I want to be,” he explains. He has no desire to bring in employees, other than occasional summer help. His wife, Darcy, helps with the books, and daughters Kaitlin, 15, and Cierra, 12, occasionally ride around with him in the truck.

GETTING THE WORD OUT

Most of Long’s business now is repeat customers and referrals so he’s cut way back on paid advertising. He’s dropped a phone book ad and relies on his website. Being a do-it-yourselfer, he worked through the process of setting it up himself using a tutorial at the website GoDaddy.com. He also likes to pass out business cards and figures he’s got about 9,000 in circulation. Each customer gets five to share with friends and neighbors.

One of his biggest advertising boosts just fell into his lap – and costs him nothing. In 2005 one of his customers put him on Angie’s List and gave him a great review. Individuals sign up and pay a fee to become members at the popular contractor review website, giving them the opportunity to rate companies. “Companies don’t pay to be on it, you can’t put yourself on it and you can’t get off it,” explains Long. He’s gotten many good reviews since and customers often report they found him there.

Long says he’s heard a saying in the industry, “A dirty truck is a busy truck.” But he doesn’t buy it. “You can’t roll up to a $10 million home in a piece of junk.” Not all of his clients are high end, but because of the negative image that goes along with sewage he believes you have to diligently work to maintain a professional image. “It’s absolutely crucial for people to feel comfortable around you.”

He bought his current vacuum truck in 2007 – a 2002 Sterling AT9513 built out by House of Imports with a 3,600-gallon steel tank and an NVE (National Vacuum Equipment) pump. It’s not easy to keep the truck shiny and clean, especially in Seattle’s rain, but it has to be done, he says – it’s just part of the job. He knows he’s gotten contracts simply because of the way the vehicle looks.

Signage is also important. Six years ago, one of his customers detailed his truck with 18-inch letters spelling out the company name, which he says paid for itself in two weeks. People see his truck and it reminds them to think about their septic systems. And just for fun and to further attract attention, his front wheels have spikes on the lug nut covers that stick out about seven inches.

DO YOUR OWN THING

Long does not always go along with conventional practices when it comes to running his business, but he has found his own style and it works for him.

He does not pursue maintenance contracts or send out reminder cards. He does try to educate customers, drilling home the point that it’s their system and they need to take ownership. He gives them tips on how to know when the system needs servicing.

“People only let the septic back up in their house once,” he says. “Then they will do everything in their power to prevent it from ever happening again.” But there are exceptions. “One gentleman – I’ve been to his two daughters’ Sweet 16 parties, one of their graduations and one of their weddings, all because their system backed up the day of.”

He does not carry his phone on a job site. His customers know they’ve got his undivided attention and that he takes the job seriously. At the same time he likes to have fun and joke around. “Most of them have a good time when they’re interacting with me,” he says.

He doesn’t engage in hard-sell tactics. “If I have to talk you into going with my company, I probably don’t want you.”

He posts his prices on his web site. “To cut down on the tire kickers who call every company looking to save five bucks.” He’s also up-front about having different prices for different areas, charging more for homes further from home to take into account the increased time and fuel, as well as a sense that the more affluent remote market will bear a higher price. He does not offer repeat-customer discounts.

COMPETITIVE BUT COLLEGIAL

Any time a large volume of water needs to be vacuumed, Long might get a call – crawl spaces, swimming pools, fish ponds, restroom trailers. “If it’s a liquid we can suck it up,” he says.

During a major windstorm in the area, the sewage treatment plant experienced a power outage causing overflows into a river. Long and another contractor worked there for four days until the National Guard arrived. He’s also been asked if he could assist firefighting crews by transporting water to the top of a mountain for use in firefighting, although the opportunity to do that has not yet arisen.

Long says relationships between the area’s septic operators are friendly. He thinks there’s enough work for everyone, and an indicator of a robust industry locally is that no pumpers went out of business during the economic downturn a few years ago. “We have a good group of guys,” he says. “We have one spot we can empty our trucks at so we all know each other, we all talk to each other.”

Long actually has reason to feel gratitude towards his fellow owner-operators. “If it weren’t for my competitors back in the beginning, we would not be having this conversation,” he says. “They’d throw work my way. They are who kept me afloat for the first five years.

They also help each other in a bind, he says. “If your truck breaks down they’ll come out and vacuum it out and they’re simply charging you the disposal fees,” he says.

A BALANCED LIFE

Although Long’s original plan not to work so much overtime hasn’t worked out, his overtime now is by choice and he’s in control of his schedule as the business owner. And some of his hours are spent at home.

“This has allowed me to be home and be the soccer coach, the T-ball coach – the dad,” he says. “It’s not always about the money. It’s good money, but there’s definitely other perks to it.”