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Filling a pool order book before the season starts

A trade where everyone advertises in May, where the work is sold six months ahead, and where one enquiry in two will never be fundable.

At the edge of the pool there are more browsers than customers: the form questions are there to tell them apart.BROWSERSCUSTOMERThe edge is always more crowded.
At the edge of the pool there are more browsers than customers: the form questions are there to tell them apart.

The calendar sets the price

Every pool builder wakes up with the first sun. In April and May you bid against all of them for the same people, and distribution costs climb accordingly.

Enquiries from January to March cost less because nobody is fighting over them, and they are for summer builds. A campaign that starts in May is selling for the following year, at the top price.

Separating the daydream from the project

A pool makes a lot of people dream and commits very few. With no filter you collect enquiries from tenants, from people with no budget, and from neighbours curious about the price.

  • Owner or tenant: the question that removes the most worthless enquiries.
  • Ground a machine can reach, or not yet.
  • Timescale: this year, next year, or no date.
  • A budget range, however wide.

What stops the scroll

The product is beautiful, so everyone shows finished pools at sunset. The viewer has seen a hundred.

What holds attention is the build: the ground before, the hole, the structure, the filling. A real before and after weighs more than a catalogue photo, and it proves you were the one who did it.

A small area wears out fast

A pool builder works across a few dozen kilometres. The reservoir of owners there is finite, the same people see you several times a week, and the advertising costs more and more to distribute.

On an area that size, creatives are renewed monthly. Keeping the video that works until it collapses is the most expensive way to get value from it.

Does your situation look like this? Let's talk for 30 minutes.

Common questions

Should I stop over winter?
That is when demand costs the least and your competitors are not there. A summer build is often decided in February. Cutting the winter means buying the same enquiries at the top price three months later.
I also sell maintenance and renovation, can they share a campaign?
No, they are two campaigns. Construction is a long purchase at a high order value, maintenance an immediate need at a small one. Mixed, the algorithm chases the cheaper conversions and drowns your construction enquiries.
My competitors display prices, should I?
A headline price attracts people comparing a number. On a build worth tens of thousands, that is not the ground where you win. A wide range on the form sorts better.

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