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Did you know your pool service marketing is the highest ROI marketing out there? Swimming pools represent a huge investment from homeowners and pool owners.
For most homeowners, their swimming pool are the center of attraction in their backyards and more than that- it’s where happy family memories and fun times are made. This makes your pool service business one of the biggest opportunities for your marketing efforts. Let’s take a look at some useful strategies that can help you attract new clients.
Why Pool Services is a Unique Business
Low startup costs
You don’t have to invest a lot of money to start a pool services business. In fact, you can get started for as little as $100. The first thing you’ll need is business cards, which will run you about $12 for 500. Next, find an inexpensive way to advertise. If you have connections at local pool supply stores, talk to the manager about putting up fliers on their bulletin boards or handing out cards when customers come in. Also, make sure you’re registered with the Better Business Bureau so people can check your reputation before hiring you.
Flexibility in schedule
If you have family, you know that they take up a lot of your time. You can run your pool services business around their schedules to ensure you are not spending too much time away from your family while still making money.
Good profit margins
Pool services businesses tend to have very good profit margins. The amount you spend on materials to service a pool is relatively small compared to the amount of money you can charge for your services. In some cases, the profit margin for pool services is 80% or higher.
Easy to start
You don’t need a lot to get started with a pool company. All you need is a truck or van that can haul supplies and equipment, basic office equipment, and an affordable insurance policy. There are no complicated safety certifications or educational requirements to run a swimming pool business.
Pool services can be done year-round
While you may only want to work during the summer months, starting a swimming pool company gives you the ability to do your business year-round if you wish. Many pool companies service indoor pools that operate year-round so they can generate revenue all year long.
It is a low-cost business to run
Most service companies work on an hourly basis, which means that they don’t need to invest in equipment or pay for space to store it. This means that you will generally have low overheads running your swimming pool maintenance business.
It is easy to find new clients
Pool cleaning is something that needs to be done regularly, so there is always going to be plenty of demand for your services!
Main Pool Services Business Challenges
Challenges of managing employees
One challenge of running a pool service company is managing your employees. You have to make sure they’re doing their jobs well and dealing with customer complaints well. You’ll have to make sure they’re coming to work on time and getting their jobs done efficiently. You’ll have to deal with employee turnover, which can be difficult if you’re not careful.
Competition
There’s a lot of competition in the pool services industry, so you may have trouble finding enough customers who need your type of service. At the same time, there are certain aspects of the pool services industry that are plagued by particular problems: Pool cleaning companies often struggle with inconsistent customer service, for example, and those that provide chemicals for pools sometimes don’t get paid on time.
Location
If you’re starting out, finding clients might be challenging in the beginning. Many homeowners prefer hiring local companies because they are aware of their reputation and this gives them peace of mind. If possible, try to find an area where there are more residential homes because these people usually need more pool services than commercial clients do.
Pros and Cons of Pool Services Business
Pros
- There’s no limit to how much money you can make.
- You can do this business anywhere in the world.
- This is a great business opportunity for retirees who like to be active but still earn extra income without having to work full-time.
- Make your own decisions about what you offer and how you operate your business.
- You can work in the sun and enjoy the outdoors every day, no matter what the weather is like outside.
- No office politics to deal with.
- Wear whatever clothes you like as long as they are clean, safe, and appropriate for the job at hand.
Cons
- You need the knowledge and experience to perform all pool maintenance tasks.
- You need reliable supplies and tools for all services performed.
- You have to be able to handle all kinds of weather conditions.
- You need an organized schedule and an efficient routing system.
- You need to market your business well.
- Your customer calls can sometimes come at inconvenient times, which can be frustrating.
- You have to stay on top of new trends and techniques in the industry in order to stay competitive.
- You have to know how much time each type of maintenance service will take so that you can charge fairly for services performed.
Best Pool Services Marketing Strategies
Offer pool service packages
If you are a pool service company, you might have heard customers asking for “pool service packages.” These pool services marketing strategies can be helpful in attracting more clients and in increasing your revenue.
Offer packages that are customized to meet your customer’s needs and budget. For example, one popular package is the “Spring Cleaning” package. The customer is pleased with their sparkling clean pool and pays a fee for it to be cleaned on a regular basis.
Offer packages that will maximize your profit. A common pool service marketing strategy is to offer the most profitable services bundled into a package. This way, you offer the most services in the least amount of time without draining your time or resources. For example, instead of offering weekly cleaning services, bundle weekly cleaning with bi-weekly cleaning, monthly cleaning, and annual maintenance into one package. The customer will get everything they want at once and you can offer them the lowest price possible for all of these services. You also help them avoid having to make multiple appointments with multiple companies!
Offering packages is a great way to add value for your customers. Pool service marketing strategies like this are perfect for companies who want to improve their reputation as experts in their field.
Define your package options. Before you can start promoting pool service packages, you need to determine what they are going to include. This will vary depending on your business, but it is important to note that people will pay more if they feel they are getting more than just what they would get normally. For example, if they only want weekly cleaning services then they could opt for an enhanced package that includes every week cleaning plus all other services such as vacuuming and emptying skimmer baskets.
Partner up with residence complexes
Pool services are in high demand during the summer season, because some people may not be able to go to the beach, but they can enjoy swimming at their own pool.
When you’re marketing pool services, it’s always best to start with a business plan that focuses on who your target market is. The majority of pool cleaning services are usually geared towards residential areas or condominiums.
In order to get new clients, you will have to begin by finding the right partner, a resident association, or someone in charge of leasing out the units in a particular complex.
As an independent pool service provider, you will have to find a way to market your company and its products and services.
This section will give you tips on how you can partner up with residence complexes and condominiums
The first step is to find a property management company that will help you spread the word about your services. Once you have selected a few property management companies that could be interested in your services, send them a letter introducing your company and detailing what it is you do.
Now here is where it gets tricky. You need to come up with a formal agreement that states what they can and cannot do with regards to marketing your company without paying you. For example, they must show only factual information on how well you perform as a company and they cannot mention anything along the lines of “Best Pool Cleaning Service in Town” or something like that.
Once you have decided on a few places that would be willing to partner with you, make sure to ask about the size of the pool, however, if it isn’t time for them to clean their pools yet then wait until closer to that time before contacting them again.
You should always make sure to ask if they would like their pool cleaned before sending over anyone from your staff because not everyone wants pool cleaning.
Photography
Photography can play a big role in your pool service marketing strategy. Taking quality pictures of your work will show potential clients that you’re professional and capable, and it can help you to get more referrals.
Here are some tips for using photography to make your pool service company look more appealing:
1. Take pictures of your team in action. This can be a great way to market your business, as customers may not always be able to see you in person at their home or office. You can post these photos on social media outlets or include them in a brochure or email newsletter. You may even want to create a photo book that you can offer to new customers as an incentive to get them to sign up.
2. Use customer-submitted photos. If you have customers who use social media regularly, ask if they would be willing to submit any photos they take of your work after the fact. You may also want to ask permission to repost any photos that they already have posted on social media sites like Facebook or Instagram. This is a great way of providing additional exposure for your company and showing potential customers what kind of work you do without having to spend money on advertising campaigns.
3. Take time-lapse photos of big jobs. There are many different ways you can create time-lapse videos, but it’s important that you document each step of the process so customers know exactly what goes into maintaining their pool and spa areas.
Leverage social media marketing tools
Social media marketing is a pool services marketing strategy designed to connect your business with potential customers through social media. If you are feeling overwhelmed by all the social media marketing tools out there.
Surveys show that social media is an effective form of pool services marketing because it creates a channel for businesses to directly interact with customers. Social media allows you to build relationships with potential clients, showcase your brand and share valuable information about your business.
The following are some tips on how to leverage social media marketing as a pool services marketing strategy:
1) Build your brand online. Work toward creating an online buzz about your company and its unique qualities. The more information you make available about your company, its products and its services, the easier it will be for potential customers to find you online – even if they live far away from where you operate.
2) Share valuable content on your social media channels. This could be anything from blog posts to product information or customer success stories.
3) Establish a regular posting schedule for your pool services business. Just like any other type of advertising, it’s important to stick with a schedule so people know when to expect your content.
4) Post pictures of pool work you’ve done Show off the work you’ve done by posting pictures of pools you’ve cleaned, the equipment you’ve installed, and other jobs you’ve completed. These images will encourage customers to hire your pool cleaning service and increase interest in your business overall.
5) Encourage customers to “Like” your page People who “like” your page are more likely to be loyal customers because they are regularly exposed to updates about your pool cleaning business and will be immediately alerted if any sales or discounts are made available by you.
Focus on the quality of your service
Being the cheapest pool service provider in your area does not necessarily mean you will get the biggest share of the market.
Marketing your pool services in a way that focuses on quality, reliability, and trustworthiness is just as important as giving away freebies to prospective customers.
Treat your clients well
Quality is still a key factor when it comes to pool service marketing. Those who are looking for a pool cleaning service will look into the background of the company before making a decision. You need to show that you are capable of providing great customer service and can address their concerns about their pools. If you have been in business for years and have an excellent reputation, make sure you put this information on your website or do some other form of marketing to let them know about it.
Offer a variety of services
Going beyond pool cleaning, it is also important that you offer more than one type of service to your clients. Some people may want basic pool cleaning while others may want a more high-end package that includes different types of water treatment products. Try to build relationships with each client so they will keep coming back to you for anything they need. If you want some help with marketing techniques, there are local seminars and training events that can help you develop your skillset.
Customer service
Customer service is a crucial part of any type of business. Customers are the key to your success so you have to treat them well and make sure that they have a good experience with your business. This can be difficult when working with something as personal as pool services and pools but there are still things that you can do to improve customer service and hopefully increase customer satisfaction.
Head out to local events
For local pool service, attending local events can be a great way to market your business. Whether you decide to participate in a community fundraising event, your county fair, park day, or even a pet adoption fair, you will have an opportunity to talk with many potential customers.
You will also be able to meet other local businesses and network with them. Trying to figure out how you can attend local events as a pool services marketing strategy?
The first step is to start searching for events that fit your business. Search online for local events and start marking them on your calendar. Here are some additional tips on finding events:
Search online – Some counties even have their own website with information about what’s happening in the area. While it may not have an exhaustive list of every single event happening, you can still use it as a starting point.
Stay current – Local newspapers often have a calendar of upcoming events in their area. If you read the paper regularly anyway, this is a good way to get more involved in the community. Consider subscribing so that you won’t miss any future announcements about events.
Ask around – Talk with friends and family members.
Participate in local community networks
Being active in the community is vital for the success of pool services. As a pool service, you need to build a strong rapport with your customers and be able to communicate with them when asked.
One way that you can do this is by becoming involved in local community networks such as town councils.
With such a large number of pools in today’s market, pool services have to find new and innovative ways of attracting new customers as well as retaining old ones.
If you’re not sure how to start building connections with community groups, here are some tips on how you can do so:
Find out which community groups are in your area
You should start by going to your town’s website and finding out which community groups exist in your area. You might also check sites like Meetup or Facebook to find local meeting groups. Once you’ve identified your local groups, contact the people who run them and offer your services.
Attend group meetings
Once you’ve contacted the leaders of the group, attend any meetings that they hold. You’ll often be able to meet many new people at these meetings, and networking is vital for all business owners, including pool services. If there are other businesses present at these meetings, introduce yourself and try to sell them your services.
Final Thoughts
I have learned that a well-managed marketing strategy is a key to success in any pool service business. But how do you develop such a strategy so you can reap massive success?
Marketing strategies are often quite general and cover a range of marketing mediums used by companies.
These include offline, online, social media, and more. To define your strategy, consider the following: Who is your primary audience? What do you want them to think about your company? How will you share information with them on an ongoing basis?
