Pool Service Marketing: 13 Effective Expert Strategies

Published on June 24, 2021

By far, one of the best ways to grow your business is by utilizing the most effective pool service marketing strategies used by experts.

When you do it right, the best pool service marketing strategies will:

  • Build your branding
  • Increase your leads
  • Automatically win clients
  • Build your online presence
  • Grow your social media platforms
  • Amplify the effect of your selling strategies
  • Ramp up the results of your digital marketing efforts

… And so much MORE.

Use this complete pool service marketing guide to discover the most effective expert strategies and easily implement them today using these simple, action steps.

1. Identify Your Ideal Pool Service Clients

Before you can begin marketing to them, you need to identify your ideal pool service clients first. Then, you can center all of your pool service marketing efforts around winning these clients.

First off, think about some of your best, favorite clients. Are they… 

  • Retired senior citizens?
  • Young families in their 20’s or 30’s?
  • Wealthy professionals in their 40’s or 50’s?

Think about some of your favorite clients, and paint yourself a theoretical picture of their commonalities (e.g. age, salary, kids, etc).

Take note of their demographics, and replicate them by directing your pool service marketing efforts towards them.

In fact, in every pool service marketing strategy you do, think of how you’re going to replicate your favorite clients.

2. Sell VALUE… Not the Pool Service

Why do your favorite pool service clients buy your services?

Believe it or not, the answer is not because their pool is dirty. After all, clients don’t typically purchase based on logic.

In fact, clients base their final decision on what they feel when they look at their pool.

As a result, when you sell value (not the pool service), you can start winning pool service clients FAST.

Think of it this way, all people with pools need their pools cleaned and properly maintained. They could do it themselves, but they hire you because… 

  • You make their pool glisten in sparkling, clear blue 100% of the time.
  • You take the guesswork out of pool maintenance, with zero effort on their part, which gives them more time to do the things they love.
  • They don’t have to spend countless hours researching how to fix and maintain their pool because you already do everything for them.
  • They don’t have to spend hundreds (or even thousands) of dollars on expensive pool service equipment, pool cleaning supplies, or chemicals.

When you sell value (i.e. the benefits), you’re painting a beautiful picture of what your client’s life will look like when they hire your pool cleaning business.

And so, the next time you’re writing copy for an ad, think about the value you’re bringing your clients.

For example, you don’t want to state your services in your ad, “Call now to schedule your appointment with [pool service business]! We offer pool cleaning, maintenance, and installation.”

Instead, you want to state the value your pool services will give your clients, “Stop settling for a cloudy, dirty pool. Stop spending hundreds (or even thousands) of dollars on endless pool service equipment, pool cleaning supplies, and chemicals. And stop spending countless hours trying to fix and clean your pool. CALL NOW to schedule your appointment with [pool service business]!”

Bottom Line: Think about what your clients REALLY want and SELL IT. When you start selling your value, you can ignite instant success in your pool service marketing efforts.

3. Take Advantage of the Best Pool Service Social Media Strategies

A fantastic way to grow your business is by taking advantage of the best pool service social media strategies.

When you use the right social media strategies, you’ll have the power to do things like:

  • Acquire high-quality leads
  • Build your online presence
  • Utilize short videos to sell more work
  • Cultivate relationships with existing clients
  • Increase your discoverability using hashtags

While social media is different for business use than it is for personal use, the process isn’t as complicated as it might seem.

Both uses share one commonality: Post relevant content that your audience cares about and wants to see in their newsfeed.

In order to find out more about taking advantage of the best social media strategies to ignite your pool service marketing efforts, check out our FREE pool service social media guide.

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4. Utilize the Top Email Marketing Strategies

One of the least expensive, most effective pool service marketing strategies you should utilize is email marketing.

In general, email marketing is one of the best ways to quickly get great returns on your time.

One of the main reasons email marketing is a successful tool you need to utilize is because even when you automate your email campaign, every email can still feel personal.

Take a look at this simple, two-step process for building out a successful email campaign:

Step 1: Find New Leads

In order to sell your pool services using emails, you need to gather email addresses. A great way to do this is by passively collecting them.

For example, you can host a lead magnet (a free gift requiring an email address to download it) in a Facebook Ad.

Also, if you have a blog on your pool service website, you can post your lead magnets there.

The best lead magnets for your pool cleaning business can be anything from everyday pool care tips in between services to tips on conserving their pool’s water costs.

As a general rule of thumb, a valuable lead magnet is anything where you clients need your expert advice.

Host your lead magnets anywhere your potential ideal clients will find you (e.g. social media, website, etc).

In addition to gathering email addresses, lead magnets also prove to your clients you’re a trusted pool service expert, and it gives them value before even becoming your client.

Step 2: Create Your Email Campaign

Since emails are a great way to convert clients who are on the fence, you need to keep email address acquisitions at the top of your priority list.

First, write a series of welcome emails. Then, automate your email campaign (you can easily do this in Service Autopilot).

Keep in mind, your email campaign should have a combination of:

  • Valuable content (e.g. guide or blog)
  • Hard sells (converting leads into clients)
  • SPEAR’s (i.e. short, personal, expecting a response - with strong CTA directing them to call a specific person)

When you practice healthy email hygiene, you can easily stay at the top of your client’s emails - making your emails effortlessly work for you 24/7.

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Pro Tip! Automate Your Email Campaign

By a longshot, Service Autopilot’s Automations is the best pool service marketing tool at your disposal.

With Automations, the sky’s the limit. Automate anything from… 

  • Email campaigns
  • Text messages
  • Estimate follow-ups
  • Surveys (to get 5-star reviews)
  • Invoices and past due reminders

… And so much MORE.

Plus, you can decide which emails will be sent next by setting up conditional actions. For example, you can set an email campaign sequence to end when a lead converts into a client.

Even better, Automations will even initiate email campaigns by itself - without you having to lift a finger. For example, you can set an email campaign to deploy when someone downloads a lead magnet.

Revolutionize your business with growth on autopilot, reduce human error, and save time for the things you love. Now, THAT is the power of Service Autopilot Automations.

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5. Spark Your Pool Service Business Growth With Google Ads

In order to target specific market segments and spark your pool service business growth, Google Ads is a useful tool.

When you properly set up your Google Ads, you’ll have the power to accomplish things like:

  • Fast results (no waiting to rank in Google)
  • Trackable data (know your ROI and how much you’re spending)
  • Google preference (ad space is higher priority than organic results)
  • Leads who are actively searching to a pool service problem you can solve

Since Google Ads are more expensive than social media ads and there’s additional setup involved, it’s important you know how to properly navigate it.

While you shouldn’t be intimidated about taking on Google Ads, you should read up on it. Before implementing it as one of your pool service marketing strategies, make sure you fully understand Google Ads.

6. Automatically Win Clients With the Best Pool Service Website

When you think about it, your pool service website is the first thing many of your leads will see.

Since your website is the first thing your leads will see, it’s important that you keep it looking clean, fresh, and updated.

Even though there’s not a specific time frame for updating your site, most experts recommend updating it about every 2-3 years.

While this might seem excessive to you, consider the fact that your pool service website is the first impression you’re giving leads. Would you rather their first impression of you show a broken, outdated website, or a functional, fresh website?

Chances are that your competitors keep their websites looking clean and fresh. In turn, it’s important that you can compete with this strong first impression.

In order to ensure your pool service website is as effective as possible, you’ll likely need to hire a web developer (hire a freelance web developer if need be).

Don’t overlook the importance of your website. Even though there's upfront costs involved, consider it an investment into your pool service business. After all, it’ll pay for itself in the long run.

Discover how you can build the best pool service website by reading our complete guide.

7. Become a Pro at Search Engine Optimization

While creating an amazing, functional website is important, you also need to make sure your pool service website ranks in Google.

Which means, you need to become a pro at search engine optimization (SEO).

In short, SEO is a combination of healthy web practices and keyword usage, which helps your website rank higher in search engine results.

In fact, businesses investing in SEO are getting over 50% of web traffic. This is because websites with good SEO appear first in the search results - making website traffic potentially more profitable than pool service flyers!

To find out more about optimizing SEO for your website, read our ultimate pool service website guide.

8. Win Great 5-Star Reviews and Flush Out the Bad Ones

About 88% of consumers read online reviews to determine the quality of a local business and 39% do so regularly.

In fact, it’s believed that online reviews are trusted just as much as referrals.

  • 88% say they trust online reviews as much as recommendations from neighbors and friends.
  • 70% say positive reviews make them trust a local business more.
  • 85% say they’ll only trust a business with at least 10 positive reviews.

In contrast, negative reviews have become the #1 factor in causing consumers to develop negative opinions on a business.

Even though 9 out of 10 of consumers base their buying decisions on negative reviews, about 80% of them will change their minds in the blink of an eye when they see negative reviews.

Here’s the gist: Respond to both positive and negative reviews as soon as possible (if possible, same-day).

If the review is positive, highlight a few pool services and other information leads might be interested in.

For lukewarm reviews, highlight the positive aspects of the review, ask for more details, empathize with their concerns, show initiative in perfecting their future experience, and contact them directly to take the conversation offline as soon as possible.

If the review is negative, ask for more details, empathize with their concerns, show initiative in resolving their issues for future experiences, and contact them directly to take the conversation offline as soon as possible.

Pro Tip! Ask Your Happiest Clients for Reviews

The next time your client gives you a compliment, ask them to write you a review!

Plus, to simplify the process, you can set up an automated text and email campaign to send out surveys asking for reviews (you can easily do this in Service Autopilot!).

Ask for reviews on places like:

Although, be careful not to rush too many clients to one platform at once. Don’t ask everyone for reviews - just your happiest clients! Plus, most platforms have a trigger to stop random surges of reviews.

Instead, try incorporating review requests into an automation or email campaign, which is triggered by the client’s actions (e.g. 30 days since they’ve been a client, etc).

Did you know that you can do all of this (and so much MORE) using Service Autopilot’s Automations?

Simply set up your text and email campaigns to do what you want in your settings, and let Automations put it on autopilot!

Automations is the  #1 way to follow up  with clients. If you’re not using it, your business might still be successful - but it won’t grow. 

Start Automations Tour

In Service Autopilot, our automations send emails and texts to:​

Every lead after an estimate is completed
Clients after their property has been serviced​
Remind leads and clients to send you customer feedback​
Update outdated or declined payment information​
Inform them when a service can’t be completed due to unforeseen circumstances (i.e. weather)​
Remind them of maintenance tips (i.e. putting a cover on the outdoor faucet before the winter)​
Start Automations Tour

9. Ramp Up Your Pool Service Marketing With Flyers, Door Hangers, and 9-Arounds

Contrary to what you might think, print marketing is still effective. However, a lot of pool service business owners don’t know how to make it work.

Pool service flyers are a cost-effective way to win more clients and improve your pool service marketing strategies by help you:

  • Increase your referrals
  • Build your route density
  • Stay at the top of your clients’ minds
  • Get hired from a cheap piece of paper

And so, the next time you service a property in a neighborhood you’d like to take over, pass out your pool service flyers to a few neighboring homes with pools (e.g. 9-arounds).

This video was created for the lawn care industry, but the same concept applies to the pool cleaning industry too.

Amplify the Effect of Your Pool Service Flyers By Going VIRTUAL

In order to amplify the effect of your pool service flyers, go virtual by creating Facebook Ads.

In turn, you can use Facebook Ads’ tools to target specific market segments and neighborhoods to increase your route density.

As a result, you’ll have the ability to take over entire neighborhoods!

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10. Set Your Pool Service Technicians Up for Success from Day One

Since your pool service technicians are on the forefront servicing pools, they’re often your best chance at making additional sales. In turn, you need to train them to be great salespeople.

With your pool technicians, you have a unique advantage. Since they work directly with all of your clients, your techs know what clients love, hate, wish for, and everything in between.

Plus, even if they don’t know the answer to some of these questions, they can simply ask your clients the next time they service their pool.

In order to perfect your sales training, I recommend reading Dale Carnegie’s How to Win Friends and Influence People. It’s a sales marketing classic that teaches you how to effectively sell without being overly pushy.

Essentially, the book breaks selling down into three main talking points:

  1. Look professional
  2. Be respectful (and listen)
  3. Talk to people about what they want to talk about

In turn, you’ll have the power to sell more effectively to your clients - whether that be conversions or upsells.

11. Use Your Pool Trucks as a Rolling Billboard

How would you like to market your business 24/7 without even trying? Your pool trucks are a rolling billboard for your business that works around the clock.

Think of it this way, every time your pool service technicians drive around town to a job, park in front of a client’s property, or even fill up at the gas station, with truck wraps, you pool trucks are effortlessly marketing your business.

Plus, did you know that consumers are three times more likely to purchase from a brand they recognize? In other words, you want potential clients to be exposed to your pool business as much as possible.

The goal is to make your pool trucks bold with large, legible font that can easily be read from a distance.

I recommend hiring a freelance graphic designer to ensure your truck wraps are as effective as possible.

As a general rule of thumb, your truck wraps should include your:

  • Logo
  • Phone number
  • Business name
  • Business colors

While there is some upfront cost, when it’s done right, your truck wraps can quickly pay for itself.

Pro Tip! Paint your trucks your main business color so that they can be easily recognizable around town. Some companies will even choose neon colors to be more recognizable.

12. Take Advantage of Pool Service Referrals

More than likely, new clients aren’t going to trust you on their property to service their pools. However, they do trust their friends and family.

As a result, word of mouth referrals are a great way to break down barriers and help new clients to trust you.

Great referrals help to remove doubt and build a stronger sense of trust between you and your pool clients. In turn, referrals can create a ripple effect into generating even more referrals.

For example, one amazing client can refer you, then that referred client will refer you, and so on. Then, before you realize it, your referred clients will start flooding in.

Check out a few pro tips for automatically winning great referrals:

  • Ask for referrals at the right time
  • Focus on clients who LOVE you
  • Give your pool technicians magnetic business cards
  • Implement a referral program with incentives to show appreciation (e.g. $15 gift card or $15 off their next service for every successful referral)

Great referrals are a low-cost, effective way to automatically replicate your favorite clients with minimal effort. Plus, referrals will help to boost your revenue, reputation, and expand your reach.

Sell more work with these pool service business cards!

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13. Go Above and Beyond Your Best Work With New Clients

Here’s the deal, your pool techs more than likely already work hard, giving jobs 100% effort to provide your clients the best pool service possible.

However, with new clients you need to go above and beyond your best work. After all, until your clients love you, you’ll have to prove yourself worthy to them so they won’t leave.

In turn, for the first few visits, your pool techs need to give their best 110% (not 100%) effort for your new clients.

Then, once your client loves and trusts you, they’ll be a little more lenient because they know your services are worth it.

When your pool techs give jobs their best effort, your pool service business has the power to exponentially grow.

Bottom Line: DON’T STOP. Keep up the amazing work, and great leads will come pouring in!

Grow Your Pool Business... Faster (and with Less Stress)

Instant invoicing

Better scheduling

Manage your clients and employees all in one system

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Use Pool Service Marketing to Grow Your Business into a Long-Lasting Success

At last, you know everything you need to know to use the most effective pool service marketing strategies to grow your business into a long-lasting success.

I promise, when you implement these strategies, you’ll have the power to accomplish things like:

  • Automatically winning amazing clients
  • Putting your pool service business growth on autopilot
  • Increasing your revenue to conquer your profit and growth goals

Then, soon enough, you’ll be saying you have too much work. Though, that’s a good problem to have that our pool service hiring guide can solve.

Now, let’s use these expert pool service marketing strategies to beat your competitors and start growing your pool service business today!

Related: Pool Service Hiring Guide: How to Hire the Best Employees

Published June 24, 2021 7:00 AM

Alyssa Sanders

Alyssa is a Content Marketing Specialist II at Service Autopilot. Her bookworming began after she discovered the Harry Potter series. Her love of books evolved into writing and creating content. When she's not writing, you can find her watching a new sci-fi series or shoving her nose into a book.

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