No. 1: The Pool-Buying Process Is Unique. Can you think of any other product or service that has all of these unique marketing challenges? • It’s a large purchase. This means it’s similar to just a handful of other high-dollar items, such as homes, automobiles, boats and recreational vehicles. • It’s a rare purchase. You…
Tom Cucinotta never could have envisioned the popularity that came with winning the 2012 Pleatco Perfect PoolGuy award. For the owner of Cucinotta Pool Service in Lake Worth, Fla., it’s been an influx of recognition both in face and name: magazine and radio interviews, and speaking engagements. It started 16 years ago when Cucinotta and…
Flashback: 2008. Recession hit, and the banks and market collapse under the weight. River Pools & Spas co-owner Marcus Sheridan says his business lost 80 percent of its market because “homeowners just couldn’t get loans. No one had equity due to the housing crash. In an industry where literally anyone could get a loan for…