£130k (excluding VAT) of turnover over the last 12 months, around 99% of this is to domestic customers. This is in Lincoln of course, a pretty poor city really. We charge £250 plus VAT per day and some people grumble about our prices, we point them to our competitors when they do, unless they can pass us a lot of business.
Business is growing very quickly. It can definitely be done. I don't know how old your business is but it took me 3 years before it really started to take off. The weird thing is no one says directly I've been recommended because most of my work comes from online reviews of our company. I know I have been though because they say they found me online!
I was struggling for a while to make a healthy turnover and profit to domestic customers. Ironically, when I stopped focussing on the money and started focussing on making my customers happy at all costs my business started to grow very well.
I charge a healthy 30% markup on every part/sanitaryware items I sell. This has made us £14k of profit last year which is money straight into our bank. It paid for our 2nd van tools and stock basically.
Don't feel guilty about this. The likes of Toolstation and other large companies will make much larger profits than this on the items they sell. There's a good chance if you do bathroom installations that you sell more materials than labour in your business and spend a lot of time ordering/returning items etc.