Here are 3 ALTERNATE ways to get more pool leads in 2025…

When we asked over 500 pool builders across the United States and Canada “What are your top business concerns for 2025 and beyond?” they said:

“Finding enough good quality leads.”

Digital marketing has historically been the #1 “go-to” source for new pool leads (Google Ads/Facebook/PPC, and Organic/SEO), but in today’s hyper-competitive market and dwindling leads, Google isn’t coming through like it used to.

That’s why I want to remind you of some alternate sources of leads which are often overlooked.  Here are three ways in particular you can drum up more leads without throwing more money at Google.

OPTION #1: Referrals

I know that “begging for referrals” and “bribing for referrals” are both popular, but personally, I’m not a big fan of either.

When a business or a salesperson tries to beg or bribe for my referrals, I’m usually not motivated. In fact, depending on how they do it, I’m kind of turned off.

By contrast, when I love the people, and the work that a business does for me, I refer them like crazy.

That’s why I suggest you continue to focus on keeping all of your clients as happy as possible, with frequent communication throughout the construction process and beyond.

I’m also a big fan of sending an automated “Happy Birthday to your Swimming Pool” greeting every year, celebrating the day the pool was finished. (Who else does that? Nobody I know of!)

An even better way to get more referrals is to utilize the “FatTowel strategy” I’ve talked about for years.

And perhaps the ultimate way to get more referrals is to arrange for a catered party for some of your top-tier clients who are well positioned to refer you to similar top-tier prospects.

I know of one (well-known) pool builder who paid $50K to fly in a world-famous chef for a catered party for one of his ideal clients, and wound up selling well over $2M in new business because of that one event. That’s less than 2.5% marketing expense, which is probably better performance than you’re getting from Google right now.

OPTION #2: Home Builders

Recently, a pool builder in Florida was sharing his frustration that “thousands of people are moving to Florida, and homes are being built all over the place,” but he hadn’t gotten a single lead from any of those neighborhoods.

So I asked if he had gone over and introduced himself to any of the home builders. He had not.

So I told him about a pool builder in Southern California who gets laser-focused on a few new neighborhood developments, and strives to be the preferred pool builder for everyone who moves in. This means he will:

• Go meet the developer.
• Find out who the primary builders will be for the neighborhood.
• Call each home builder, and offer to buy them lunch.
• Establish a relationship with each builder, and discuss a possible referral partnership.
• Go out of his way to make sure the homeowners AND the home builders are both thrilled with the work by him and his team.
• And occasionally do something special for the home builders (like once a year), to remind them of his appreciation for their referrals.

As a result, he gets referrals from the home builders AND the homeowners, and typically sells and builds every other pool that goes into that neighborhood. 

The only difference between these two builders is that one is sitting at his desk complaining, while the other builder goes out and builds the relationships.

OPTION #3: Networking

As powerful as networking can be to generate new leads, I’ve noticed most pool builders and pool designers consider themselves to be too busy to spend a couple of hours each week meeting with other business owners who might know someone who’s thinking about getting a new pool.

And if you’re too busy for networking, then this probably isn’t right for you.

But if your designers and salespeople seem to be “not-so-busy” lately, and they’re complaining about not having enough leads, then you might want to point them in the direction of an aggressive networking strategy.

In a room of 50 people, chances are good at least 2 or 3 are either thinking about buying a pool, or know someone who’s thinking about buying a pool. 

Bring at least 50 business cards with you, because many of these networking groups will allow you to pass your cards around to everyone in the room.

And ALWAYS use a compelling “Elevator Pitch” that will (1) “interrupt and engage” your listeners, and (2) give them an easy and compelling way to connect with you.

And don’t forget my dirty little secret about networking meetings. You can join one and meet the same 50 people over and over again, week after week. Or you can visit 50 different networking meetings and meet several 1000 people instead.

I call this the “Visit ALL, Join NONE” strategy.

A little long this time, I know. But I hope these strategies and tactics help you keeps the leads flowing in, this year and next.

Brett Lloyd Abbott
Chief Marketing Guru at Pool Builder Marketing LLC