Secrets of Pool Builder Marketing…
By Brett Lloyd Abbott, MYM Austin Inc.
I recently wrote an article for PoolPro Magazine, where I identified what I consider to be the “7 Crucial Secrets of Pool Builder Marketing.” Due to space limitations, I could only offer a brief overview of each of the secrets, even though I felt all of them needed further explanation. So I’ve decided to expand on these secrets a little, to give you the deeper insights I think you really need. So let’s start with:
Pool Builder Marketing Secret #1:
“Buying a Pool Is a Big Deal”
I don’t want to insult your intelligence here, because everyone knows that buying a pool “is a big deal.” But I doubt you realize – especially from a marketing perspective – how incredibly rare and unique this marketing challenge is. Of the 100 million different things you or I could potentially purchase, can you think of ANYTHING that comes remotely close to these unique challenges and characteristics?
1. It’s a LARGE (high-dollar) purchase.
That immediately narrows it down to just a handful of similar high-dollar items, such as homes, automobiles, boats, recreational vehicles, and maybe a super high-end home A/V system. Which means everything you know about selling or buying the other 99+ million items doesn’t apply here.
2. It’s a RARE purchase.
Think “piano” here. It’s not like purchasing a car or home (or for some people, a boat) which most people will experience 5 to 10 times or more in their lifetime. It’s more like buying a really nice piano. You have little to no experience at it. Most people do it no more than once in their lifetime.
3. It’s totally UNIQUE and CUSTOM.
I love the description offered by the National Plasterers Council: “It’s a handcrafted product installed in an uncontrolled environment.” And that’s for experts like YOU who know what they’re doing. Imagine what it’s like for the typical homeowner who doesn’t have a freaking clue regarding the latest features, options and technology on a modern pool? (And knows even less about “tensile strength” versus “compressive strength,” and any number of a hundred other things related to the construction process.) It’s a lot like finding and commissioning an unknown artist to custom-build for you a unique (and very expensive) work of art.
4. It’s pretty much a PERMANENT decision.
If you buy a car, boat or RV that you hate, it’s really not that difficult to sell it or trade it in for another. In fact, even if you purchase a house that you hate, it’s not terribly difficult to get rid of it. Not so with an in-ground swimming pool. If you love your house but hate your pool, you pretty much have to sell BOTH. (Or “remove and replace,” which of course is even MORE expensive.)
So let’s recap here, from the homeowner’s perspective:
“I’m buying something that’s very expensive,
I don’t know much about it,
I’ve never done it before,
and if I make a mistake,
I’m going to have to sell my home.”
Not exactly an ideal selling environment, is it?
Of course, let’s be realistic. We know it’s not an IMPOSSIBLE sale, because you’ve been selling pools for years. But at the same time, we’ve got to recognize that even though Mr. and Mrs. homeowner are excited about getting a swimming pool, they are most likely also filled with some level of ANXIETY, FEAR, RELUCTANCE and DISTRUST. Yes, showing them “pretty swimming pools” is important. But if we can ALSO address their anxieties, fears and trust issues, then we will have a much better chance of getting them to choose YOU over of your competitors.
To your success…