Profit margins are relatively high for pool companies compared to other service-oriented businesses, but the profit margins do vary within the industry depending on the company’s  location and services offered. Still, where profit margins are highest, competition is fierce, and owners must find ways to entice customers in such a competitive environment.

Prioritize Social Media Engagement

A social media presence isn’t optional for the modern pool service company that flourishes. Pool companies often assign the majority of their marketing resources in this space, and many acquire much of their new business through online means. Establish a presence across a wide range of social media platforms, and don’t focus your activities solely on traditional marketing. Delivering helpful, consistent education content to pool owners, for instance, is an effective way to engage prospective clients and make them aware of your expertise. Explore do-it-yourself topics, seasonal advice, new technologies, best practices, and so forth.

Offer Customer-Centric Services

Many pool companies offer a similar slate of similar services at a similar rate. You need ways to differentiate your services beyond just cheaper prices. Customer-centric services are a notable approach to unique selling propositions. Offer flexible scheduling that can meet the needs of each client. Allow for personalized pool care plans, and an a-la-carte approach is particularly appealing. You could also offer 24/7 emergency services and vacation-oriented services. In addition, be agile enough to provide niche offerings that may be relevant in your area. Some customers, for instance, are willing to pay more for eco-friendly pool care services.

Give Customers Loyalty Incentives

There are a number of ways to incentivize customer loyalty. One way is to provide perks for referrals. It’s a great opportunity to have existing customers spread the word about you to neighbors, family, and coworkers. Consider offering plans that have built-in discounts depending on the services included. You can also offer reward points for services rendered and allow customers to trade those points in for free services and discounts on new equipment.

Provide Tiered Pricing and Seasonal Promotions

Ensure that your prices are sustainable. Don’t offer cheap prices to compete. You can, however, be creative with your pricing. One option is to offer services and plans at various tiers, such as bronze, silver, and gold. It lets you meet the needs of customers on a tighter budget, and it provides inherent upsell opportunities later on. Seasonal promotions are a powerful tool as well. Off-peak times are an opportunity to entice bargain hunters while keeping work steady year-round.

Invest in Technology

Embrace the latest technologies. One reason to do so is that many of the cutting-edge technologies in the pool service space can lower your operating costs thereby increasing profit margins. Consider some of the pool cleaning robots available. While they can cost a lot up front, they can often pay for themselves within a year of use. Another reason is that customers in this space are interested in the latest tech. Consumer research shows they think more highly of companies that employ such tech. It’s also an opportunity to sell high-tech accessories and other products.