Dripping with Professionalism

In the pool industry, everyone is equal when it comes to marketing and building a brand. Because most of the tools the largest companies use are also accessible to smaller operations. Even better — many of them are free. So put down your pole, grab a cup of coffee and pull up a chair. Here are common-sense ways to use these powerful tools to your advantage. 

Answer the phone

It may sound like a no-brainer, but Michael Krause says answering the phone is a top reason his phone began ringing in the first place. The former owner of First Response Pool Service in Simi Valley, California, says new customers were surprised when he picked up. 

“They would say, ‘I called four other people before you, and you’re the first one to answer or call me back,’ and that spoke volumes,” says Krause, now the brand manager for AquaStar Pool Products. “From a residential customer standpoint, the business owner being the one answering the phones was a big thing.”  

Pedro “Pete” Paloalto, owner of Coachella Valley Pools, echoes Krause’s sentiments and stresses exceptional customer service goes a long way. 

“One of the biggest complaints I would hear was ‘Every time I try to reach out to my pool guy, I can’t get a hold of them,’ ” Paloalto says, paraphrasing conversations with his early customers. “So, I made it a point to be super accessible and answer calls and text messages as fast as I could.” 

Lean into social media

Paloalto urges small companies to take advantage of the largest marketing giant of this century: social media. 

“It gives potential clients something to compare your work to,” explains the 15-year pool veteran. “So, it’s not just you saying, ‘I’m good at what I do.’ Instead, here’s the proof. Here are images of work that I’ve done and how I service my pools.” 

Paloalto adds that posting a tip of the day has also helped build connections with customers and kept his brand in front of them. The transparency of raw, unpolished footage also helps establish trust, he says. 

“It’s not about being polished, it’s about being real and being honest and transparent,” he says. “That’s what helps people relate to you.” 

It’s not about being polished,
it’s about being real and being honest
and transparent. That’s what helps
people relate to you.”

Pedro “Pete” Paloalto, Coachella Valley Pools

Krause adds while some have had luck with Yelp and Google ads, he, too, is a believer in using social media. 

“Social media is like the new Google,” he says. “When people are deciding between me and somebody else, they’re going to go to social media before they go to reviews.” 

He adds that entertaining videos, such as time-lapse reels that display the start-to-finish process of a pool cleanup, or a filter being changed with upbeat music, are helpful in garnering likes and captivating an audience. 

Build your network

Since some of your best allies can come from unexpected places, Paloalto recommends networking. 

As someone who focuses on residential pools, he began reaching out to realtors and developers and discovered a bevy of business. So, when a realtor wants to put a home’s best pool forward to a prospective buyer, they call Paloalto to shine it up. And when that house sells, the realtor passes his information along to the buyer. 

“That opened so many doors I didn’t even know existed,” he says. 

Limit your route

While it might be tempting to snag every account offered to you, Krause suggests that a selective approach not only enhances service quality but also strengthens your brand’s identity. By limiting your route and focusing on nearby clients, you can position your business as one that prioritizes reliability and quick response times.

“Keeping as tight of a route as possible, I was able to up my profit margins because I didn’t have to drive too far, and I was always within 24 hours of a repair,” he explains. 

This client selection highlights your commitment to convenience and fast service, building trust and reinforcing your brand’s value.

Cheaper but not free 

Of course, not all marketing is free. Here are some ways to keep costs down when bringing your brand to life: 

• Design your logo or enlist the help of a friend. Paloalto says he has an interest in graphics, so he simply created his logo. Krause worked with a buddy to strike the right chord with his messaging. Either way, the effort keeps the price tag down while delivering a consistent message that customers can identify with. 

• Design your website. With so many options, designing your website isn’t as hard as it used to be. Krause recommends using it not only to post services and information but also as a bragging board for certifications, licenses and accolades.

• Offer incentive programs. Word of mouth is free, but deals are not. The kind words passed from customer to potential client could be worth their weight in gold. If a customer refers a friend who enlists your services, go the extra mile to reward the original customer. They’ll be more motivated to offer up your name again. And again. And again.

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