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Pool Marketing: The Basics to Leveling Up

Published on August 18, 2023

By far, one of the best ways to grow your business is by using proven, expert pool marketing strategies.

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

  • Build your brand
  • Increase conversions
  • Amplify your selling effectiveness
  • Establish your online presence
  • Grow your social media presence and engagement

Use this complete pool marketing guide to discover the most effective strategies and easily begin implementing them today.

1. Identify Your Ideal Clients

Before you can begin pool marketing, you need to identify your ideal clients first. 

Think about some of your best, favorite clients. Are they… 

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

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

In fact, in every pool service marketing strategy you do, think of how you can connect with your ideal clients.

2. Sell VALUE… Not the Service

Why do your favorite clients buy your services? 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 clients, FAST.

All people with pools need them cleaned and properly maintained. 

They could do it themselves, but they hire you because you… 

  • Make their pool a glistening clear blue 100% of the time
  • Take the guesswork out of pool maintenance so they can have more time to do the things they love
  • Save them from spending countless hours researching how to fix and maintain their pool
  • Save them from spending hundreds (or even thousands) of dollars on expensive equipment, cleaning supplies, and 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 service business.

Next time you’re writing an ad, think about the value you bring to clients, instead of just stating your services.

Check out these ad examples:

  • Unimpressive ad:
    • Call now to schedule your appointment with [pool service business]! We offer pool cleaning, maintenance, and installation.
  • Compelling ad:
    • Stop settling for a cloudy, dirty pool. Save yourself from spending hundreds (or even thousands) of dollars on endless equipment, cleaning supplies, and chemicals. And stop spending countless hours trying to repair and clean your pool. CALL NOW to schedule your appointment with [pool service business]!

Remember, the key to writing a compelling ad is to consider what your clients REALLY want, then SELL IT.

When you start selling value, you can instantly maximize your pool marketing efforts.

3. Take Advantage of the Best Social Media Strategies

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

  • 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

By posting relevant content your audience cares about, you can immediately boost growth and engagement.

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4. Utilize the Top Email Marketing Strategies

One of the least expensive and most effective pool marketing strategies is email marketing.

Plus, when you automate email campaigns, you can seamlessly maximize time and sales.

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

  • Find new leads by passively collecting email addresses. In turn, you can acquire leads while also establishing your business as the leading local authority in pool care.
    • Pro Tip! Gather emails using lead magnets. You can host these on your website and share them in your blogs.
    • For example, here are a few lead magnet ideas:
      • Everyday pool care tips, top ways to conserve water, etc.
  • Launch your email campaign to convert leads into clients. Plus, launch a welcome series for new clients and nurture series for existing ones.
    • Pro Tip! Automate your email campaign and track results using Service Autopilot’s automations.
    • For example, here are a few email ideas to mix up your email campaign content:
      • Valuable content (e.g. blogs, guides, expert tips, etc.), hard sells (e.g. to convert leads into clients, or cross-sell/upsell existing ones), SPEARs, etc.

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. 

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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

5. Grow Your Business With Google Ads

Google Ads target specific market segments to acquire high-quality leads and increase client conversions.

When you properly set up Google Ads, you’ll have the power to get:

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

Remember, Google Ads have higher upfront cost than social media ads, and there’s some additional setup involved too.

While you shouldn’t be intimidated about taking on Google Ads, you should read up on it before implementing it.

6. Automatically Win Clients With the Best Website

Your website is one of the first interactions you’ll have with leads. For this reason, your website should look 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.

If you have the budget for it, then hiring a web developer (or even a freelancer) is the most ideal way to maximize your website’s effectiveness.

However, if you don’t quite have the budget for a web developer, consider using a website builder (e.g. Wix, Squarespace, etc.). Many of these website builders are user-friendly enough for anyone to use.

7. Become a Pro at SEO

While creating your website, it’s important to prioritize SEO (i.e. search engine optimization) to ensure your website is easily discoverable in search engines.

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.

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

Did you know, 98% of people read and write online reviews of local businesses?

In addition, here are a few other local consumer stats to keep in mind:

  • 4% never leave reviews
  • 6% only leave negative reviews
  • 37% only leave positive reviews

Plus, 77% of people regularly read reviews of the local businesses they’re researching.

Furthermore, negative reviews have become a leading factor in causing consumers to develop negative opinions of a business.

In fact, 94% of consumers have avoided companies due to bad reviews, and businesses with a minimum of 200 reviews generate twice as much revenue.

As a result, prioritizing reviews in your business is crucial to the long-term success and profitability of your business.

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

Contrary to what you might think, print marketing still works when it’s used effectively.

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

  • Increase conversions
  • Increase referrals
  • Build route density
  • Stay at the top of clients’ minds

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

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

You can use Facebook Ads’ tools to target specific market segments and neighborhoods to increase your route density.

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10. Set Your Technicians Up for Success from Day One

Since your technicians are at the forefront of servicing pools, they’re often your best chance at making additional sales. 

Which means, you need to train your techs to be great salespeople.

In fact, your techs have a unique advantage because they work directly with all of your clients. Know what clients love, hate, wish for, and everything in between.

Take a brief look at how you can improve sales training practices:

  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 clients—whether that be conversions, upsells, or cross-sells.

11. Use Your Trucks as a Rolling Billboard

Your trucks are a rolling billboard for your business that works around the clock.

Every time your 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, your trucks are effortlessly marketing your business.

Plus, consumers are 4-6 times more likely to purchase, protect, and champion for purpose-driven companies.

The goal is to make your truck wraps bold with large, legible fonts that can easily be read from a distance.

If you have the budget for it, then hiring a freelance graphic designer is a great way to maximize the effectiveness of your truck wraps.

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 in business colors so they can be easily recognizable around town. Some companies will even choose neon colors to be more recognizable.

12. Take Advantage of Referrals

Word-of-mouth referrals are a great way to break down barriers and help new clients to trust your business.

Great referrals help to remove doubt and build a stronger sense of trust between you and your pool clients. 

Plus, referrals can create a ripple effect in generating even more referrals.

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 techs magnetic business cards
  • Implement a referral program with incentives (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, while also boosting your revenue, reputation, and reach.

Sell more work with these pool service business cards!

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13. Go Above and Beyond New Clients

With new clients, you need to go above and beyond your best work. 

In turn, for the first few visits, your pool techs need to give their best 110% (not 100%) effort for 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 techs give jobs their best effort, your pool service business has the power to grow exponentially.

Use Pool Service Marketing to Instantly Level Up Your Business

Now, you know everything you need to take advantage of the most effective pool marketing strategies that have been proven to grow businesses into a long-lasting success.

When you implement these leading pool marketing strategies, you’ll have the power to:

  • Automatically win amazing clients
  • Put your pool service business growth on autopilot
  • Increase your revenue to conquer your profit and growth goals

Use these expert pool marketing strategies to beat the competition and start growing your business today!

Related: 5 Pool Industry Trends to Make a Splash in 2024

Published June 24, 2021 7:00 AM updated on August 18, 2023 1:28 PM

Alyssa Sanders

Alyssa is the Team Lead of Content Marketing at Xplor Field Services. When she's not writing or creating content, you can find her watching a new sci-fi series or shoving her nose into a book.

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