The good thing about selling products like pools that come with high profit margins is that the paychecks are big. The downside is that sales cycles are loooooooooong. Sometimes people take months or years to go from filling out a form from one of your ads and finally putting a downpayment on a pool build.
The trick for pool builders is to keep those leads nurtured and interesting between those two points in time. More the better if you can educate them along the way. The pool business that manages to do that is the one who’ll eventually cash that big check. Lead them through the decision. Research, and preparation phases, and your leads become your customers.
Whether you offer above-ground, semi-inground, onground, or inground pools, each option can be an incredible addition for any homeowner. Your job is to convince them of that, and further, to convince them your pools are the absolute best option.
Let’s get you positioned well with our top five tips on how to engage and retain pool leads and convert those leads into paying customers.
Pool Leads: What Is Everyone Else Doing?
First, let’s take a look at what all the other pool builders in your area are doing. They probably have a website and a social media account. How does their gallery of pool builds look? Better than yours?
We can fix that.
Are people engaging with other pool stores’ social media while crickets are sounding when you look at your own account’s customer engagement? We can fix that, too.
Can people schedule appointments, buy chemicals, and chat with a salesperson on your website? That’s also on the “we can fix it” list!
Your website and social media pages are your virtual storefronts in the digital marketing age. Just as you put a sign up on your retail location and put a welcome mat in the door, your digital storefront needs love, too.
SEO and Builder Discovery: How Do People Find You in the First Place?
Before a pool customer becomes a lead, they have to find you and engage with your brand. How do people find you in the first place?
Well, if they are like most consumers in the world today, chances are that potential customers are going to find you online. Whether they are searching for “pool builder near me,” “inground pool builder,” “pool renovation,” or any other search term, only the companies who have invested time and money into SEO optimization are going to win the search engine game.
You want customers.
No… you NEED customers. So you have to go where they are.
Online.
In most cases, SEO starts with a well-designed website. A website is the best way to present your services and showcase examples of your work. Customers want to see what you can do for them and how good you are at what you say you can deliver. Your website needs to be easy to navigate and optimized using keywords that potential customers are searching for. And when a blog is added to your website mix, you’ve got a powerful one-two punch at accomplishing what you need in terms of bringing customers in.
The Get Smart Group can provide assistance in this area as well, helping you make sure your website and blog are search engine friendly so that potential pool leads can find you.
eBook Excellence: Build Trust and Authority with Something Free
We live in an era of content consumption, where customers want to be informed before they commit their hard-earned money. Offering a free eBook that covers the basics of planning, building, and maintaining a pool is a great way to become an authority figure in the eyes of those looking to build the pool of their dreams. All your customers have to do to receive this special information is enter their name and email address in a little online form.
Your eBook could include information like the types of pools you offer, the benefits of different brands, your construction processes, and even helpful maintenance advice — all while also acting as a sales tool showcasing why you are the best choice when they are ready to dive in. Because one day they will be ready, and they will know just where to go for the perfect pool.
When you produce this type of content, your business will become more visible online, especially if it contains valuable information that people need in order to make informed decisions about their project. Additionally, by creating an interesting and informative freebie, you create brand awareness and remain front-of-mind for potential customers.
CRM Campaigns: Your Key to Repeat Exposure
Remember that lead information you gathered with the free eBook offer? You now have the names and emails of people interested in your pools. You’ve narrowed the playing field, and now it’s time to stay in front of these warm leads with a quality CRM campaign.
CRM stands for Customer Relationship Management and is an important tool to keep you connected with those interested in a pool. Email campaigns that include helpful content, answers to questions, promotions, discounts, and a way for people to easily contact you can be sent at regular intervals. That way, along with your eBook offering, people are being reminded of the great services and incredible products you offer.
By staying top of mind through regular contact via email marketing and phone calls, potential customers who were initially just browsing can quickly become converted into paying customers when they are ready to take the plunge. They’ll already be familiar with your company, and if you do it right, this personal contact can mean all the difference in sealing the deal or letting the sale slip away.
Get Help: The Get Smart Group Is Your Solution
All of these are just the beginning of incredible marketing tools you can bring to your business to help you secure more pool builds and renovations. If you’re looking for the best ways to stay top of mind with potential leads, then the Get Smart Group is here for you. With our unique approach to gathering and engaging leads, we can help you remain in your prospects’ line of vision as they decide on the perfect pool for their home.
When it comes to making sure you have all the resources necessary to stay at the forefront of the competition, trust The Get Smart Group to help get you there. Schedule your free 30-minute consultation today to see what we can do for you! Pool marketing is one of our specialties, and we can’t wait to see the ways that the right marketing tools can impact your business.
