How to Flourish in a "Cautiously Optimist" Market

Aqua Magazine released their 2012 "State of the Industry" Report in their May issue. The overall consensus for the construction segment of the pool industry was to enjoy some cautious optimism. The economy is still recovering, so please don't get giddy with inflated ambition, but recovering it is, so please DO start planning for business to pick up.

With this mindset, it is a great idea to create an action plan that will maximize your potential for success. For some this means a fresh direct marketing campaign, for others it might mean creating a killer referral program, and some builders may start cooperating with local architects. Whatever your new business plan is, adding an educational portion can do nothing but help.

Home owners who are looking into pool ownership have varying degrees of understanding when it comes to pools. As their Builder, you will be in a position to heavily influence all their decisions. By using education as a prop, you can maximize your potential on each project.

Educate Yourself First
Before you even start to think about how you are going to present your plans and recommendations to your client, it is very important that you know what the best plans and recommendations are for the project. Before you meet with a client, it is difficult to know what they are going to want / need, but you can make a few educated guesses based on their general demographics.

For example, if you are in an area that is suffering from drought, you are probably going to share facts about evaporation, caution against water features (while supplying gorgeous alternatives, of course), and have a list of products that can help to protect the water in their pool. 

If you are quoting a project in a gated community that mainly includes baby boomers, you might want to include upgrades that would appeal to a retired, or soon to be retiring, client - landscaping, outdoor cooking, gazebos or shelters. You will also keep in mind that heavy lifting is undesirable, so some make-life-easier solutions can be added to your repertoire.

Once you have an arsenal of solutions for a variety of potential situtions, you will be able to educate your customers and increase the scope of each project (and price-point!)

From Aqua Magazine, May 2012 - page 29:

NEW TRICKS

Notably, the number of firms adding new types of projects increased from 18 percent in 2010 to 27 percent last year.

Builders reported adding a number of new features to their projects including splash pads, landscaping, vinyl liner repair, electronic lead detection, heat pump installation, resurfacing, solar heating, geothermal heating, energy audits, out-building construction, paver installation and pool service, amnog others.