How to Market Pool Service Businesses 

Installation, liner repair, and cleaning are all par for the course in the pool service industry, but that’s just what you do. Your business has to extend beyond actual services to stay afloat and thrive.  

The missing link? A pool company marketing strategy. Position your business as a go-to expert in the community. Wade into the deep end and explore pool service marketing tips to build awareness, growth, and retention for your business.  

Pool Company Marketing Strategies

“Should I write a catchy jingle or put my budget toward digital marketing?”  

In between the time you spend on daily operations and supporting customers, growing your business has to be a top priority. But you’re also an owner-operator—not a marketing guru. Don’t let it all make your head spin; explore time-tested pool service advertising ideas. 

Lead Gen Sites 

When you run a small business, it’s almost impossible to handle the daily operations of your company and still find time to spread the word about your expertise. Paid lead generation services act as a helpful go-between to connect you with homeowners who need pool services. 

To get started, simply set up a company profile on sites such as Angi or HomeAdvisor, where potential customers can find you. Customers visit these sites to find pool services, and once they request a quote, the website forwards the information to you. Paid lead generation is typically offered in a few formats, such as pay-per-lead or monthly subscriptions. 

Still, paid services should only supplement your organic marketing efforts. Many paid leads don’t pan out or have much business potential, so you still have to put in the work to reel customers in. Your best bet is to aim for high-quality leads to get the most value. 

Branding 

What’s the most recognizable thing about any memorable business you encounter? It’s branding, of course!  

At a minimum, you need a relevant logo, slogan, and company mission to support your pool service marketing. Think about the look and feel that matches your business and the overarching values that guide operations. 

Integrate these elements into a website to create your digital brand footprint. If your pool business doesn’t exist online, it could become easily forgettable. A website is your online reputation, so turn it into your primary lead generation engine with a few best practices: 

• Ensure the website is user-friendly and navigable. 

• Provide relevant and helpful information. 

• Sprinkle CTAs throughout to tell users what to do next. 

Email Marketing Campaigns 

Signing new jobs could be as simple as sending a few emails. Gather email addresses from potential customers by using website forms or social posts to drive subscriptions and begin building the relationship. 

Using email for your pool service marketing helps to inform, build trust, and promote your services. Messages can include anything from newsletters to promotions to keep your business top of mind for jobs. Just follow a few best practices to drive results: 

• Craft compelling subject lines to encourage engagement.  

• Segment audiences to tailor content to their needs. 

• Include clear CTAs to guide readers toward a desired action. 

Social Media Advertising 

Build trust, brand visibility, and engagement—and eventually drive customer loyalty. Social media platforms such as Instagram, Facebook, and Pinterest are valuable pieces of pool service marketing that bring you closer to target audiences. Share a mix of content—such as before-and-after photos and testimonials—and use local hashtags to build trust with potential customers. 

And if you would like to go the paid route, pool service ads on social media drive awareness, boost leads, and increase conversions. Consider these ideas: 

• Promote individual posts.  

• Create ads to drive website traffic. 

• Run contests to drive engagement. 

Referral Campaigns 

Word of mouth will always be valuable. Who better to trust than someone who has already hired you? Referrals are cost-effective for pool service marketing because they rely more on customer satisfaction than dollars. 

Simply offer existing customers rewards for referring their friends, family, and neighbors to your business. It’s a win-win because the original customer scores a discount or some other perk every time their referrals hire you, and you boost new and repeat business.  

Referral programs convert at higher rates than many other marketing efforts and help your business grow when you execute them properly: 

• Offer rewards that incentivize but don’t hurt profits. 

• Capture referrals on your website with a corresponding form. 

Print Ads 

So much of today’s pool service marketing is digital because audiences spend their time online. Still, traditional marketing is valuable for targeting small communities and service areas, and you have your choice of tactics, including: 

• Print materials (newspaper ads, billboards, flyers, brochures, and postcards) to showcase your brand and services 

• Business cards to hand out contact info to prospects, neighbors, or local businesses 

• Yard signs placed at completed jobsites to showcase your work and attract new customers 

Pool Service Advertising Ideas 

Not sure how to kick off your pool service marketing? Just dive in (pun intended)! The most effective options aren’t set-it-and-forget-it—they get your hands dirty through deep strategy and creativity. 

Pool Service Ad Examples 

Stand out from the pool service chains in your area and make your business memorable to prospects and customers. Consider these ideas: 

Give a bird’s-eye view to show the scale of pool projects. Create high-resolution drone videos to show off designs and pool installations across your website and social media. Or you can take a similar route with photography, showcasing 360-degree virtual tours of completed projects on your website. 

Use your pool marketing to engage in-person and online. This could mean launching a social media contest for a chance to win a pool upgrade or sponsoring community events to increase brand visibility locally. 

Cannonball into Pool Service Marketing

Advertising your pool business can be as simple as handing out business cards or as complex as leveraging lead generation services and social media advertising. Deploy a strategy based on what your audience responds to—and watch the new business roll in! 

Begin your pool service marketing journey in a few easy steps: 

• Define what success looks like—from more leads to increased brand awareness. 

• Test a mix of marketing channels, such as print ads, social media, and email, to see what works best. 

• Respond quickly and professionally to inquiries to win more jobs. 

Implement Service Fusion to give your business an edge and elevate customer satisfaction. Automate pool service operations—including estimates, scheduling, and invoicing—and even identify which campaigns attract leads with call tracking. Get started today.