Thousands of people are searching for pool builders every month in your city. So, it makes sense that placing your website in front of them when they search is one of the best ways to get swimming pool leads!
The truth is, around 75% of pool builders in the US struggle to achieve more than 50 website visitors per month. We confirmed this with our own study on the industry. For some context, a pool builder brand with effective marketing should be measuring visitors in the thousands per month—maybe even in the tens of thousands if you’re in a larger city.
Through working with pool builder SEO clients over the years, we know a lot of owners gravitate towards traditional marketing. This is often on the basis of “it’s what we’ve always done and it works’. Even if it is still bringing some leads in the door right now, relying on 1970s marketing tactics like newspaper ads and junk mail is leaving millions of dollars on the table.
Millennials and Gez Z continue to represent an increasing portion of home owners (aka your target audience) and they’re more likely to use that newspaper to start a camp fire than to find a company to install their new pool!
The good news is, getting swimming pool leads with modern strategies doesn’t have to be all that complicated. Let’s take a closer look at how you can achieve that.
Local SEO is a MUST for better visibility
When someone performs a localized search like “pool builders near me” or “pool builders Las Vegas”, search engines have a complex algorithm to determine which brands they want to display in those search results. Making your brand one of those few that appear is what local SEO is all about and in this industry, it’s easily the best bang for your marketing buck.
It’s all about optimizing the factors that Google is looking at for local rankings. For example, making sure your Google Business Profile is active and up to date with correct information and confirming your location is accurate on the website.
Examples of local-intent keywords:
- Luxury pool builders in Naples, FL
- Custom inground pools in The Woodlands, TX
- Fiberglass pool installation in Scottsdale, AZ
Here’s how and where to use these keywords:
Location-Based Landing Pages – If you serve multiple cities or neighborhoods, don’t just rely on one homepage. Create separate landing pages targeting each area with specific keywords. That way, when homeowners in places like Naples, FL, or Austin, TX, search for pool installation, you have a better shot at ranking.
Google Business Profile (GBP) Optimization – This is a big one. If you haven’t already, claim and verify your business on Google. Then, add a keyword-rich business description.
For example: “At [Your Business Name], we specialize in custom inground pool design and installation in Scottsdale, AZ. Whether you’re looking for a luxury infinity pool or a family-friendly backyard oasis, our expert pool builders bring your vision to life. Rated among the top pool contractors in Scottsdale, we handle everything from excavation to finishing touches. Contact us today for a free quote!“
Also, add:
- High-quality before-and-after project photos and include their suburb (people love visuals)
- Consistent NAP (Name, Address, Phone Number) details
- A steady stream of positive customer reviews (social proof sells)
Local Business Listings – In addition to GBP, get listed on directories like Houzz, Yelp, Angi, and local home improvement networks. To highlight the areas you cover for both – search engines and people, include location-based keywords (like we discussed before).
Optimize your website for lead generation
Your website shouldn’t just sit there looking pretty – it needs to work for you by turning visitors into actual leads. That means adding features that engage potential customers and make it easy for them to take action. They’re arriving on your website with a series of questions, the easier you can make it for them to find answers, the more likely they are to contact you.
For starters, showcase your best work. A portfolio with side-by-side “before and after” shots of your transformations (from dull backyards to stunning pools) can help homeowners visualize what you can do for them. Pair that with clear service pages and an easy-to-use contact form – one that doesn’t ask for a life story, just the essentials.
Most homeowners hesitate to invest in a pool because they fear making an expensive mistake. You can ease that anxiety by offering a free 3D pool design consultation. This way, they can see their dream pool before committing. But don’t just offer it – make it impossible to miss with a bold, well-placed CTA like “See Your Pool in 3D – Free Consultation!”
Another great addition would be an instant quote calculator. This lets visitors get a rough estimate of costs in seconds, reducing hesitation and giving them a reason to stay engaged.
Introduce referral programs
Homeowners don’t take chances when making a big investment. If their friend swears by your work, they’ll trust you over anyone else. That’s why referral programs are a no-brainer. They give customers a reason to rave about you while bringing in high-quality leads who are already convinced you’re the right choice.
So make it worth their while by offering deals that are too good to ignore – like discounts on future maintenance, gift cards, pool cleaning supplies or cash rewards for every new pool installation they refer. The easier and more rewarding you make it, the more likely they are to spread the word.
But don’t stop at homeowners. Partner with real estate agents, home builders, and landscapers – anyone who regularly works with homeowners making big property upgrades. Give them a solid reason to send clients your way.
And here’s a simple but powerful trick: turn past clients into your social media ambassadors. Share their pool transformations on Instagram, Facebook, and Nextdoor, making it easy for them to tag you and recommend your services.
Leverage Social Media to Attract Customers
Pool business is very social media friendly. Who wouldn’t stop scrolling to see a junky backyard converted into an aesthetically pleasing pool area? These types of posts can even be the catalyst for someone to start considering a pool installation when it hadn’t previously crossed their mind.
Start by posting before-and-after project showcases to highlight your craftsmanship. Show off those dull, empty spaces turning into luxurious poolscapes. Timelapse videos of pool installations work wonders too – people love watching the process unfold from start to finish.
You can take it a step further with targeted Facebook and Instagram ads. Focus on homeowners in high-income neighborhoods who are more likely to invest in a custom pool. With the right ad strategy, you can put your work directly in front of the people ready to buy.
And don’t just post – engage. You can join local home improvement groups, answer pool-related questions, and offer expert advice. The goal is to position yourself as the go-to pool builder in your area. Over time, they will begin to see you as the expert, and yours will be the first name that comes to mind when they’re ready to install a pool.
Utilize pay-per-click advertising
While SEO is a long game of patience, PPC is the fast track to securing higher ranks on Google. You bid money on search terms like “pool installation near me,” so your business appears right at the top when homeowners are actively searching. The best thing about it is that you’re only charged that bid money when someone clicks on your ad.
The key to making PPC work is choosing the right keywords – terms that serious buyers search for when they’re ready to install a pool. So, instead of just “swimming pool builders,” go for “best inground pool builders in [your city]” or “custom pool installation near me.” These capture homeowners who are further down the decision-making funnel.
But not everyone makes a buying decision on the first visit. That’s where retargeting ads come in. Have you ever browsed a website and then seen its ads pop up everywhere? That’s exactly what you should do – keep your business top-of-mind for website visitors who checked you out but didn’t inquire.
For a big ticket item like a pool installation, people will take their time and think it over for weeks or even months. Keep your brand front and centre for that decision making phase and be ready to answer questions!
Target New Home Developments & Luxury Neighborhoods
New homeowners = prime pool buyers.
Many will start thinking about installing a pool soon after moving in. This makes new home developments and upscale neighborhoods ideal markets for pool builders like you. So, if you can reach these homeowners early, you’ll be their go-to choice when they’re ready to invest.
Here’s how to get in front of them:
- Partner with real estate agents and home developers to introduce your services to buyers looking for backyard upgrades.
- Attend HOA meetings to build trust with community leaders and get referrals from residents.
- Run hyper-local ads targeting new construction communities where homeowners are actively considering pool installations.
Being the first pool builder they hear about puts you ahead of the competition, giving you the best chance to land the job.
Explore exclusive lead generation platforms like Houzz Pro and 99 Calls
These platforms connect homeowners directly with contractors, giving you access to high-intent leads – people who are already searching for pool installation services.
To make the most of them:
- List your business on Houzz Pro, 99 Calls, and similar home service marketplaces to get discovered by homeowners in your area.
- Optimize your profile with high-quality images, customer reviews, and detailed service descriptions to stand out.
- Use a separate business line for these listings to filter out unwanted sales calls from third-party vendors.
Invest in a robust Customer Relationship Management (CRM) system
What’s the point in putting so much effort into lead generation only to lose them later in their buying journey? This is what makes having an effective CRM system in place so important.
To convert those hard-earned leads into customers, you need to:
- Know exactly where each potential customer is in the buying process.
- Schedule consultations and send automated reminders so no one forgets their appointment.
- Follow up with warm leads through email or SMS to keep them engaged.
This is everything a CRM can do for you – organize all client interactions in one place.
Some of the best CRM tools for pool builders include Jobber, Housecall Pro, and Zoho CRM. These platforms automate your follow-ups, appointment confirmations, and even post-installation check-ins, ensuring every lead gets the attention it deserves.
Takeaways
Getting tons of swimming pool leads isn’t about luck – it’s about strategy.
From Local SEO to PPC ads, referral programs, and social media, every tactic we have covered is what we have applied to our pool builder clients. It has not only brought in leads for them but also MILLIONS in revenue (read the case study). So we’ve demonstrated first hand that if done right, these strategies can help position YOUR business in the right spots, too – where homeowners are already looking.