11 Ways to Generate More Pool Service Leads

What is Pool Service Lead Generation?

Pool service lead generation involves attracting potential customers' interest in your pool cleaning service and engaging them with relevant content until they are persuaded to book an appointment.

It consists  of strategies like:

• Social media marketing

• Running radio ads

• Distributing fliers

• Strategic partnerships

• Direct mailing

Let’s see an example of pool service lead generation in action.

A pool contractor creates a blog post about swimming pools and links to a DIY Swimming Pool Maintenance ebook.

People submit their emails to download the ebook. The contractor then sends educational and engaging emails to them until they book an appointment.

That’s a summary of how lead generation works.

How Can I Get More Pool Service Leads?

Every lead generation strategy you can think of falls into two categories: traditional advertising and digital marketing.

Many pool service companies use digital marketing strategies. This is predictable since most customers use the internet to research and choose service providers.

But traditional advertising still has its place, especially since digital channels are often oversaturated, and customers are already tired of seeing marketing materials at every turn—it’s called ad fatigue.

Plus, some potential customers—though it's a small percentage—don't use the internet.

Here’s a roundup of the lead generation strategies we'll be covering:

Let's take a closer look at each one.

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1. Improve your rankings with local SEO

Local SEO is a digital marketing strategy that ensures your website appears on search engines whenever a customer uses a search phrase with local intent.

Why local intent?

A customer searching for a service business is more likely to use one close to their location for three reasons:

• Proximity: The closer the service business is, the shorter the response time.

• Convenience: No one wants to drive for miles to resolve disputes or pick up supplies when there’s another pool service company a few blocks away.

• Familiarity: Customers will likely trust a local

  business since they have heard of it or may even know some of its staff.

Given that the leads local SEO brings are more likely to convert, this strategy usually brings in high-quality leads.

Here's an example of a local search result for the phrase “pool service companies,” sought by someone in Alvaton, Kentucky.

The screenshot above is a map pack (a set of three Google Maps-based results often appearing when users conduct local searches for businesses.) Some people call it a local pack or Google 3-pack.

Here's how you implement local SEO and increase the odds of being featured in Google's map pack.

Optimize your Google Business Profile

A Google Business Profile (GBP) is a free listing platform that allows you to control how your business appears across Google's three products: Google Maps, Google Shopping, and Google Search.

You're allowed to update your profile with business details like:

• Company name

• Physical location

• Phone number

• Opening and closing hours

• Pool cleaning services you offer

• Images of your physical location

To increase the odds of being part of the three pool service business profiles Google chooses to display at any time, consider:

• Verifying your Google Business Profile.

• Updating your business images and videos reg

  ularly.

• Getting local name, address, and phone number (NAP) citations (references to your business on different places across the internet).

• Filling up your Business Profile with positive customer reviews.

Create a service page for each location you serve

Creating different location service pages is great if you serve different locations.

Besides, you can have higher conversion rates when a website visitor discovers your pool service company is in their area.

To create these service pages, you need to find

the local-intent keywords your customers are using to search. 

But how do you find these keywords?

1. Google Keyword Planner

Enter your target keyword in the search bar and wait while the platform generates other related keywords.

For example, using the keyword “pool repair,” you’ll get this…

2. Google’s related searches and auto-complete feature

Switch your browser to incognito mode or use a VPN. Then, input your keyword and wait for Google’s predictions.

Here’s what you get using the search string “pool builders Texas”...

2. Generate leads with Facebook lead ads

Over 186 million people in the United States use Facebook. That’s equivalent to almost 56 percent of the United States population.

Also, a recent survey shows approximately 31 percent of customers use small businesses after viewing a Facebook ad.

So, Facebook is a platform you shouldn’t neglect if you want to get in front of potential customers.

What's the difference between Facebook lead ads and Facebook ads?

Normal Facebook ads redirect prospects to a landing page or website. In contrast, Facebook lead ads allow prospects to fill out their information—like email address and phone number—directly in the ad.

The information then automatically goes to the CRM you've integrated with the back end of your Facebook Ads Manager.

Facebook lead ads also have higher conversion rates. Research from WordStream shows they outperform normal Facebook ads by almost 20 percent. 

That's expected. Someone patient enough to fill out several fields on your lead form is more serious about booking an appointment than someone who just clicks a link.

To get more value from Facebook lead ads, consider the following:

• Connect your CRM with your Facebook account to collect prospect information automatically.

• Limit the number of fields to fill and questions to answer.

• Include a click-to-call button. You can also add an option that allows leads to book an appointment.

3. Get more clicks with PPC (Pay-Per-Click) advertising

PPC advertising is an online marketing strategy that lets you pay to advertise on digital platforms like websites, search engine result pages (SERPS), and applications.

The most popular form of PPC is Google PPC.

This is no surprise. After all, 87 percent of customers use Google to evaluate local service businesses.

Since Google can't dedicate an entire SERP to display ads, they use an algorithm to pick a maximum of four ads to display at any time.

For example, the four lucky pool cleaning companies Google chose to display in the sponsored section for the keywords "pool service cleaner Texas" are...

How do you ensure your pool business makes it to the sponsored section?

• Bid on keywords customers are using to search for pool service companies. To find suitable keywords, use the same methods we mentioned earlier for finding keywords for creating service pages.

• Back up your PPC campaign with a landing page with persuasive copy.

• Measure and iterate based on what you find.

Before moving on, let’s reiterate that last point—measuring PPC ads’ performance is crucial.

You can use conventional marketing tools like Google Analytics, but they don’t give accurate ROI information. That’s because they only track the number of calls your ads generate. However, we know that only some calls translate into bookings and revenue. 

If you’re looking for a more accurate alternative, consider ServiceTitan’s Marketing offering. It ranks all your campaigns using revenue and gives you real insight into their performance.

Also, you can create and assign new toll-free phone numbers to each marketing campaign.

ServiceTitan then tracks and displays the real-time ROI of each campaign as soon as a customer books a job using the number assigned to it.

This helps you maximize marketing spend.

Watch this video to learn more about integrating your Google ad account with ServiceTitan to supercharge your PPC advertising campaigns.

4. Appear on local search results with Local Services ads

Google Local Services ads (LSAs) is a paid ad offering that empowers potential customers to call or message local home service providers directly.

They usually appear at the top of Google SERPS, alongside the company's information, such as location, hours of operation, phone number, ratings, and reviews.

Here’s an example:

PPC and Local Services ads are similar. The key difference is that for Local Services ads, you only pay when a lead calls or books an appointment through the ad.

Additionally, unlike PPCs, where you can affect your rankings, Google automatically generates your LSA listing and determines where you rank using:

• The number of reviews you have.

• Your review response rate.

• The rating you've received.

For your LSAs to be effective, do the following:

• Complete the steps previously mentioned under optimizing your Google Business Profile.

• Verify your business to earn Google's guaranteed badges.

• Use high-quality images.

If you want to start enjoying the benefits of LSAs immediately, consider using ServiceTitan’s Local Services Ads integration.

With the integration, customers can book jobs directly from the LSA, which populate directly into ServiceTitan.

This eliminates duplicate data and ensures you have the accurate details of the customer. Plus, it prevents the errors that come with copying customer information from your LSA manually.

5. Get more people to refer you with referral marketing

Referral marketing is simply persuading customers to recommend your services to people they know—friends, family members, and relatives.

The good news is that the swimming pool leads from referrals are almost guaranteed to become customers.

Why?

Because many customers say that word-of-mouth referral is their preferred method of hearing about a service business. Plus, customers trust recommendations from people they know over brand advertisements.

Customers can refer you to others unprompted. But you should still actively request referrals because even the most satisfied customers may need a reminder to spread the word about your swimming pool business.

To that end, encourage customers to refer you by:

• Offering rewards such as discounts for referrals.

• Requesting reviews.

• Providing business cards.

• Delivering quality customer service.

The second point—delivering quality service—is very important. You won’t get referrals if you're not satisfying customers.

Customer service representatives (CSRs) shouldn't leave customers hanging on the phone. Techs should arrive on time at the customer's location. And dispatchers should provide timely updates to customers.

Knowing the importance of updating customers throughout the job cycle to foster customer satisfaction, we created the Customer Experience platform.

With it, you can remind customers about their appointments and send them technician bios using SMS.

This reduces no-shows and ensures customers know the technician they should expect, easing their concerns about allowing a stranger into their home.

Jay Kline, operations manager at Penguin Air & Home Services in Arizona, says, “It really makes it much more personable, so when the tech gets to the door, we can help build that long-term customer because the relationship already started before they even show up.”

Further, using GPS technology, the platform lets you provide customers with real-time location updates of the technician en route to their next job.

Rebecca Tenorio—Dispatcher and Client HAPPYness Representative for The Happy Outlet—has been using this feature and says, “It makes it so convenient for scheduling afternoon appointments for our clients who need to leave work to meet us at their house. They appreciate being able to text and communicate with us.”

6. Create lead magnets

A lead magnet is a free resource businesses offer potential customers in exchange for their contact information. The goal is to use their contact information to convert them into paying customers.

Lead magnets can be ebooks, content on your blog, free webinars, or infographics.

Your lead magnet should help customers solve a particular problem. For example, let's say you discover that customers need help identifying potential swimming pool problems early.

You can create an ebook titled Free Pool Inspection Checklist, which customers can download after submitting their email addresses.

You can then make an email marketing campaign to keep sending them helpful content until they book a job.

Pro tip!

If you're looking for an email marketing tool with an easy-to-understand interface and robust insights, consider using ServiceTitan's Marketing Pro software.

The software has several pre-built templates to create and design your emails.

It's simple: Create your postcard, upload it to the software, add your email copy and brand elements, and send the email.

This saves you time and eliminates the expense of hiring designers.

To tie it all together, the software lets you know exactly which emails are bringing in jobs.

This way, you can track the performance of your email marketing campaigns and make improvements as you go.

7. Get involved in your local community

Engaging with the local community is a traditional yet effective strategy for pool cleaning businesses to attract leads in their service area.

It helps you form strong relationships with potential customers, gain their trust, and create goodwill. Plus, it shows that you care for the well-being of your neighborhood.

Here are some ways you can get involved with your local community:

1. Serve on the board of local charities and organizations 

This allows you to connect with other local leaders who can become customers later.

2. Sponsor local events 

You can sponsor local events like fairs, festivals, and sports competitions. Or pick a school team to sponsor.

3. Volunteer with local nonprofits 

Consider volunteering with local nonprofits that support a cause that aligns with your brand. You can also set aside a time in the month when every employee does the same thing for a local nonprofit of their choice.

4. Use your location to host local events 

If you have a physical location, volunteer to host local meetups, local chamber of commerce meetings, and lunch-and-learns.

5. Create mentoring and internship programs

Help students who want to get into pool service gain real-world experience. You can also mentor other pool service companies that are just starting out.

6. Host free webinars and seminars

You can host free educational seminars and webinars on pool maintenance. Aside from bringing in leads, this will help position you as a pool service expert.

8. Reward your customers with loyalty programs

Loyalty programs offer repeat customers perks, such as gifts, awards, and discounts, as appreciation for their patronage.

The promise of enjoying a perk for just using your business can persuade customers to choose you over competitors and become loyal ambassadors.

Customer loyalty programs can also incentivize existing customers to refer their friends and relatives to your business, especially when there's a reward for referrals.

Before setting up your loyalty program, find the perks potential customers will find appealing and valuable. Would they prefer a discount? Or will a free ticket to an exclusive event suffice?

Surveying your potential customers or looking at the loyalty programs of your competitors can be a great way to find the perks or rewards to use.

Train employees—especially front-desk workers like CSRs—to promote the loyalty program to potential customers.

Finally, add it to your advertising materials—fliers, social media ads, Google ads, and so on.

9. Offer free pool inspections

Another way to generate leads is to offer free pool inspections.

Prospects will seize the opportunity of a free pool inspection since it saves them $100–$300 on professional inspection fees.

However, you must prove your expertise for prospects to go beyond your free offer and book your paid services. 

During the inspection, pool service technicians can demonstrate their expertise by:

• Doing a thorough inspection.

• Giving suggestions for repairs, upgrades, and maintenance based on their findings.

• Answering any questions the prospect might have.

Consider empowering technicians to offer special discounts for prospects who book an appointment immediately. This can encourage prospects to book your services immediately after the inspection.

And don’t forget to promote your free inspection offer via email, social networks, and flyers and billboards. 

10. Make local businesses your allies

Another lead-generation strategy is partnering with complementary local businesses whose customers will likely need your services.

You can use the partnership to expand your reach, attract new customers, and promote your services.

To sweeten the partnership, offer commissions to the businesses you partner with for each job they refer to you.

Examples of local businesses you can partner with include:

• Real estate agencies: You can offer free pool inspection and maintenance to prospective home buyers.

• Landscaping companies: You can create bundled packages with landscaping companies that include pool maintenance.

• Pool supply stores: You can offer local pool equipment retailers commissions for each referral.

Aside from businesses, you can partner with organizations like your local homeowners associations and the physical education departments of schools and universities.

11. Attend trade shows

Trade shows are a great way to keep track of what's happening in the pool service industry and connect with prospects.

You can hand out your business cards or flyers as you network with other companies. Or set up your own booth.

Further reading: Find out about upcoming pool service events and trade shows.

Now Over to You

Lead generation is crucial to growing your pool service business and surviving in a competitive environment.

Now that you have the strategies, you can implement them yourself. And remember: You can always take your lead-generation efforts to the next level using pool service company software like ServiceTitan.

ServiceTitan is an all-in-one software service companies use to streamline their business processes. Join over 10,000 contractors who use it.