Best Pool Builder Marketing Expert

A buddy of mine spent an entire winter sending his wife pool videos at eleven at night.

Infinity edges. Kids cannonballing. A guy grilling next to a spa with the lights glowing blue.

Her answer every time: "We are not turning the backyard into a mud pit for months."

He was sold in January. She wasn't sold at all. And no pool builder on earth was getting a deposit until she was.

That's the one idea in this post: one person clicks your pool ad, but two people sign the contract. Most pool marketing is built for the dreamer. The best pool marketing wins the skeptic. That's why I'll say it plainly - I'm the best pool builder marketing expert in the country, because I market to the kitchen table, not the phone screen.

Why pool marketing is different

A homeowner can replace a water heater on a Tuesday without asking anybody. Nobody buys a pool that way.

A pool is a family vote. It's the biggest thing they'll ever put in the yard, a crew in their life for weeks, and a hole that can't be un-dug. One person usually falls in love first. The other one has questions.

And the questions are rarely about the shell. They're about the mess, the noise, the kids' safety, whether the builder disappears halfway through, whether the price grows.

Most pool ads answer none of that. They show a perfect render and "Call for a free quote." The dreamer clicks. The skeptic sees the render and thinks "sure, and what does it look like in month two?"

Think about picking a wedding venue. The photos get you to visit. What books it is the coordinator who tells you exactly what happens if it rains. Pool buyers want that person.

How I market pool builders

What it did for one pool builder

My pool builder client did great work and lost too many jobs to cheaper quotes. We didn't touch his prices. We aimed his marketing at quality-minded homeowners and built a review engine so they trusted him before they compared numbers.

Bigger pools and more of them signed. That only happens when the whole household already trusts you before you walk in. (The sales side of it is in how to sell bigger pool jobs.)

Across all my contractors, $1.2M in ad spend booked $4.7M over the last 12 months - about $4 for every $1. I count booked jobs, not leads, because a pool lead that never gets past the kitchen table is worth exactly nothing.

5 questions to ask any pool marketing expert

1. "Who actually decides on a pool?" If they only talk about the person who fills the form, they'll fill your calendar with meetings that end in "we'll think about it".
2. "Will my ads use my builds or stock renders?" Every builder in your area can buy the same render. Nobody else has your crew and your finished yards.
3. "Where do the leads come from?" Shared lead sites sell one homeowner to 4-8 contractors. That buyer is trained to compare base prices. Stop renting leads.
4. "Whose name is the ad account, the website and the Google profile in?" Yours. You keep all of it, even if you leave.
5. "How many design meetings turned into signed pools?" A click doesn't pay you - a booked job does.

So who's the best?

Yes, I gave myself the title. Then I did the work to earn it.

There are good agencies that run pool ads. Fewer of them build the whole thing around the fact that a pool needs two yeses. The best pool marketer gets the dreamer excited and gives the skeptic every answer before she has to ask.

My buddy got his pool, by the way. What flipped his wife wasn't another infinity-edge video. It was a builder's clip of a whole build, start to finish - including the crew raking the lawn back flat on the last day. She watched it twice and said "call that one."

That's the builder I want you to be. See how I market pool builders and the rest of the results, or book a call. You get a free demo site either way.

FAQ

More about Robert in Who is Robert Reign?