We want to help you understand the marketing side of the pool cleaning business. We’ve put together this list to help you grow your pool service and hopefully make more money this year.
1. Treat your customers fairly
This is as simple as it gets. Show up on time, be respectful, and deliver a great service. Doing the right thing doesn’t cost you anything, but it makes all the difference. This is how you get more return business and create lifetime customers.
2. Take pride in building your brand
Does your business have a memorable name? Is your logo on company invoices, employee uniforms, business cards, and other promotional items? Do you have a catchy jingle or slogan? Branding your business helps to set you apart from local competitors.
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3. Optimize your website for all devices
If you don’t have a website, you need to get one. If you already have a website for your pool service, make sure it’s mobile-friendly. More and more consumers are searching for local businesses while they’re on-the-go. Your website needs to look great on tablets and cell phones.
4. Send out well-timed, promotional postcards
Snail mail still works! A simple postcard reminder about seasonal pool maintenance is a great idea. As the weather gets warmer, let people know it’s time to open the pool. Towards the end of the summer, let people know that it’s time to book their closing service.
5. Build your credibility with online reviews
Customer testimonials are not going to cut it anymore. More and more consumers are relying on third-party review websites to find local businesses. Who doesn’t want to hire a highly-rated pool cleaning company? A satisfied customer won’t mind taking a few minutes to leave a positive review for your swimming pool service.
6. Offer a coupon
Deals and discounts are ideal for attracting new customers and getting repeat business. By offering a free pool inspection or 25% off the first cleaning, you may be able to bring on a client for the rest of the season.
7. Try advertising in the Yellow Pages
The Yellow Pages are not dead (yet). In some parts of the country, an ad in the phonebook can still provide a good return on investment. This is most true in rural and agricultural areas – where internet advertising is less popular.
8. Try using a lead generation service
Using a pay-per-lead company is a good way to generate new leads – especially when business is slow. You can purchase leads for a variety of services, including 1) pool opening and closing, 2) residential pool cleaning, 3) commercial pool cleaning, 4) pool equipment repairs, 5) saltwater pool maintenance, 6) pool inspections, and 7) swimming pool leak detection. Once you buy the lead, it will be up to you to close the sale.
Related: How Much Do Pool Cleaning Leads Cost?
9. Invest in a vehicle wrap
Your truck or van can be a powerful advertising tool. A vehicle wrap is a cost-effective way to put up ads all over town. Your ad goes everywhere that you go. Colorful, professional-looking graphics will attract people’s attention. Just make your company name and phone number are easy to find! You can even use a vanity number to easily track every lead that comes in through seeing your trucks on the road.
10. Connect with other local business owners
As a pool service owner, it can help to know landscapers, deck builders, and other contractors. Building relationships with these professionals can help to generate valuable referral business. If networking events aren’t your thing, that’s fine. You can meet interesting people many different places. Always keep your business cards on hand.
11. Incentivize referrals
Your existing customer base can be a great source of referrals. A loyalty or referral program is a great way to encourage word-of-mouth advertising. If one of your existing customers refers someone to your pool care business, offer them a discount on their next service. A handwritten thank you note, for making that referral, is also a nice, personal touch.
12. Run a pay-per-click campaign
PPC advertising is great because you only get charged when someone clicks on your ad. You can also select the exact geographic areas that you would like to target. If you only clean commercial pools, you can bid on keywords like "local commercial pool cleaners" and "hotel pool maintenance near me".
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13. Get new business cards
Think about refreshing the design of your business cards. Once you have the new ones, you will be excited to pass them out to everyone you meet. A modern, professional business card is still a powerful marketing tool.
14. Try pay-per-call advertising
A pay-per-call service can help you stay busy all year long. The concept is simple. The lead generation service advertises on your behalf. Then, interested consumers can call you directly. There’s no middle man to go through. At the end of the month, you will be charged for every incoming call that you received through the service.
15. Study what your competitors are doing
It’s important to pay attention to how the competition is spending their marketing budget. If you see something that seems to be working for the leading pool service in your area, it can’t hurt to try the same thing.
Last Updated: September 10, 2018