Pools are popular and versatile. When done well, a pool adds beauty, function, and, thus, value to a home. So why do many pool businesses suffer from a lack of pool leads that could turn into a sale?
For over 46 years, we at Swimline have worked with pool builders all over the nation, ranging from new fledgling operations to multi-generation veterans. In that time, we’ve noticed that those who struggle to get pool leads deal with one or more of the following…
1. Few or Poor Marketing Efforts
One of the main reasons why some pool builders struggle to get leads is a lack of marketing efforts. In today’s digital age, it’s essential for businesses to have a solid online presence and to actively promote their services. However, not all pool builders have a cohesive online presence or engage in marketing best practices.
An effective SEO strategy and an understanding of Google Analytics can improve a pool builder’s digital marketing efforts significantly. By utilizing the keywords and search terms that potential pool customers use to find providers in their area, pool builders can optimize their online content so they rank higher in search results and, thus, attract more web traffic. Without this type of ongoing analysis of web user behavior, it can be difficult for pool builders to attract potential customers.
2. Lack of Specialization
Another reason why some pool builders struggle to generate leads is a lack of specialization. While some pool builders may offer a wide range of services, others may focus on a specific niche, such as custom pool design or pool renovations. Specializing in a particular area can help pool builders stand out from the competition and attract customers who are looking for a specific type of service.
If your goal is, indeed, to be the one-stop shop for pool owners, be sure to emphasize that in all your marketing materials. Clearly list the products and services you provide and when (i.e., seasonal or year-round). Furthermore, be able to speak to the experience of your specialists on staff. Do you have a dedicated pool service department? Are expert designers available for a free consultation? If so, shine a light on them as much as possible.
3. Limited Experience
Some pool builders may struggle to get leads due to a lack of experience. While there are certainly talented and skilled pool builders who are new to the industry, customers often prefer to work with contractors who have a proven track record and a wealth of experience. As a result, newer pool builders may have more downtime in between sales, at least at first.
4. Substandard Work
As disheartening as it is to admit, not all pool builders are cut from the same cloth. Poorly constructed pools or those that experience frequent problems can damage a pool builder’s reputation, making it difficult for them to attract business. On the other hand, pool builders who consistently deliver high-quality, timely work are more likely to get positive reviews and referrals, which can help them generate leads.
5. Poor Customer Service
Providing excellent customer service is essential for any business, and pool builders are no exception. If you or your staff don’t prioritize the experience of your current customers, however few or many there are, don’t expect your business to bloom.
Customers who have a positive experience with a pool builder are more likely to recommend them to others. By building a positive relationship with current customers, whether by phone, email, or in person, you increase the chances of a referral. This, in turn, creates word-of-mouth advertising that can later translate to leads.
How to Get Pool Leads
We understand that running a pool business, especially a new one, is a difficult endeavor. It seems like you’re always in the thick of it, and, as such, it can be challenging to identify your most vulnerable points when it comes to generating pool leads. That’s why we encourage you to visit our Training Events for Pool Dealers and Contractors page to find valuable resources and networking opportunities to help support your pool business’s growth.
And if you’re worried about Item 4 on this list, contact us at Swimline. Our team of experts can connect you to an extensive selection of high-quality pool equipment that will help your pools run better and last longer.