How To Get Pool Build Leads For Less Than $5/Lead

I am willing to bet that you are leaving a significant amount of money on the table in your pool building business...

Don't worry though, it's not just you.  

Almost every pool building contractor is making the same mistake in their marketing. 

You are not alone.

What is that mistake? 

It´s taking the easy & simple route when it comes to their marketing.

Well... it's not technically a mistake, but it is a sub-optimal way of marketing a pool business. 

You see… 

In any given industry, only 3% of the market is ready to buy now, at any given time throughout the year.

We call these "bottom of the funnel" customers because they have made it through the thinking, deliberating, and researching phases and are now entering the Buying Phase.

Most pool building contractors tend to focus their marketing efforts and dollars on capturing this 3% of that market. 

It works, but the problem is, your competitors are doing the same thing as you.

They are often approaching homeowners in the same exact way as you are, on the same platforms, and saying the same exact thing as you.

This creates "Market Noise."

If you don't want to get lost in the noise, you must think outside of the box.

Besides the 3% of the market who are ready to buy now, there is another 17% of the market who isn't ready just yet, but will be soon enough.

Within 3 to 18 months typically.
The rest may never buy, or buy after two years. We can ignore that sector for now.

We can think of these 2 main groups of the market as the ¨I Want It NOW" and the "I Want It LATER" groups. 

I'm here to tell you that untapped riches are at your fingertips if you can create a system within your pool building business to attract, nurture and convert the I Want It Later crowd.

Why am I so sure in making that statement? 

I have seen behind hundreds of contracting businesses in my years as a marketing consultant, and I can tell you that most businesses never take the time to properly create a marketing system that can speak to and monetize the ¨I Want It Later¨ crowd. 

It takes work! It's not easy! 

It's simple, but it is not easy. 

Thanks to technology and recent advances in marketing software, it's gotten a lot easier to speak to the ¨I Want It Later¨ crowd and market to them properly.

It just takes a little bit of elbow grease.

Rest assured, if there's a will there is most certainly a way. 

Enter The I.E.B. Funnel for pool building contractors. 

I.E.B. stands for Inspire, Envision, and Build. These are the 3 stages that you will walk the ¨I Want It Later¨ crowd through to ultimately sell more pools in less than time than you previously thought was possible.

If you do things you haven't done before, you are likely to get results that you haven't gotten before.

Ok... so let's break this down a little further.

If you know the above statement is true, it doesn't make much sense to approach the market with an offer crafted for the "I Want It Now" segment because it will fall on mostly deaf ears.
‍
Make sense?  

So what's a smart pool building contractor to do? 

Well, all we have to do is change the ¨bait¨ to attract this slightly different ¨fish¨.

This fish (the homeowner who may be interested in a pool) needs to first be able to IMAGINE the possibility of getting a pool. 

Nothing in this world can start without a thought entering the imagination.

Before you started your pool building business, you needed to get the IDEA for a pool building business.

You then pursed the idea and you ended up where you are today. Swimming pools come into the world in the same way.

So that is our first objective. We want to INSPIRE.

We don't want to offer Free Estimates, we don't want to offer discounts, and we most certainly do not want to skip this step, unless we hate making more money. 

As the saying goes, ¨You catch more flies with honey.¨

So how about we get you some Pool Building Honey!?

The first step of The I.E.B. Funnel is to create and distribute a "Swimming Pool Inspiration & Idea Guide" in the form of a downloadable PDF. 

The guide should be an informative and inspirational piece of content that a homeowner can receive after providing their contact information.

Again, we are not selling a pool here or talking about price, yet.

We are simply trying to get their imagination flowing like a pool pump at 6:00AM. 

You are not re-inventing the wheel here. All you have to do is "curate" as many beautiful pool pictures as possible into an attractive guide. 

Here is an example of one that we created that's working well. 

This process is relatively simple with a tool like Canva.com. You can also go Upwork.com and hire a graphics designer to create this for you. 

After we have a PDF guide ready to distribute, our marketing efforts will resonate with 10x as many homeowners.

Why?

Because there are at least 10x as many homeowners who are willing to download a pool inspiration & idea guide compared to requesting a free pool building estimate at any given time.

Make sense? 

Good, let's move on. 

Now that we're not trying to sell to people who aren't ready to be sold to…

We can promote our Swimming Pool Idea & Inspiration Guide to homeowners using ad platforms like Facebook Ads, Instagram Ads, and Youtube Ads. 

This is the modern day version on the age old "Call us for your free info packet!" offer that you've heard in infomercials on TV. 

In our experience, we are able to get homeowners to request the guide through Facebook Ads for an average of $5/ lead. The homeowner gives us their name, email, and phone number in exchange for the PDF.

In the screenshot above, we were able to get homeowners to download the guide 26 times for just $86.80 within 48 hours.

That´s $3.34 per download.

Not too bad.

Step 1 Complete: Inspire

Now here's where the fun part comes in.

Because you're working with some serious ¨pool building honey¨ in Step 1 of the funnel, you will likely get hundreds of homeowners downloading the guide. 

For every 5 homeowners who download the guide, in our experience, 1 will take us up on a Free Swimming Pool Consultation when offered on the Thank You Page. 

That means if we spend around $500 on 100 leads who download the guide, we get 20 pool build consultation requests right away.

That's around $25 per booked consultation, not too bad.

This is what content marketing can do.

Now you are left with leads who are Imagining their future pool, and they are ready for you to help them ENVISION their future swimming pool.

The initial 20% are just the cream on top, but there are more leads who will be ready for the Envision stage, given enough additional outreach and time.

This is where the beauty of marketing automation comes in. 

Before we continue, let's recap really quick.

Our IEB Funnel starts by getting homeowners to IMAGINE their future swimming pool by offering them a beautiful PDF Swimming Pool Inspiration & Idea Guide for download.

A certain percentage of those will be more motivated to get a pool than the rest, and they will naturally ask you to help them ENVISION what their future pool could look like. 

We capture these ENVISION leads right away when they fill out our form for a "Free Dream Swimming Pool Consultation" on the Thank You page after opting in for the IMAGINE guide. 

Simple, right? 

All we need here is just a 2-step funnel.

The 1st step is showing them what they are about to download, and the 2nd step is thanking them for downloading the guide, and offering the free consultation.

That's it.

No need to overcomplicate things. 

You can name your guide or your consultation whatever you want, it´s all up to your discretion.

Just respect the buying process, and understand that not everyone is ready to buy a pool right away.

Respect the homeowners´ buying process, and the homeowners will respect you!

100 Homeowners Download The PDF
‍
20 Homeowners Request A Consultation
‍
80 Homeowners are left behind in the system...

What do we do about those? 

Well, let's put them into a marketing automation sequence that will automatically follow up with them at predefined times through email and text messages.

This can be done with a number of marketing automation tools, and only has to be set up once. If you've never done anything like this before, don't worry.

It's a pretty straightforward marketing automation that most marketers can help set up for you. This is the 1st text that goes out to the homeowner.

Looks natural, real, and it's not scary since we're not asking for a call or a sale. It's unassuming and safe.

If they don't reply in 24 hours, we will send an email to them saying almost the same thing. If they do reply, we will send them a message saying:

If they reply ¨Yes¨, you can give them a call and take it from there. 

If they reply ¨No¨, just let it be and wait 2 weeks before reaching out again with another piece of content or a simple follow up message.

Speed is of the essence here, and shouldn't be taken lightly.

People have short attention spans. Shorter and shorter with every passing year and Iphone release.

To combat this, you will rely on your marketing automations and ideally a setter who can call the leads within 5 minutes of their reply. 

We are ⅔ of the way through the IEB Funnel and I hope you're seeing the untapped potential in your business if you were to implement something like this.

Imagine what your pool building business would look like today if you implemented this type of system when you first started. 

If you've made it this far along, I don't think you're a stranger to the Build stage.

I feel like I would be insulting your intelligence if I went into detail about what you do best.

I'd rather take this time to summarize why I think it's crucial that every pool building contractor implements this strategy into their business. 

Imagine that your market is an orchard, and every homeowner who wants a swimming pool are the apples.

You and your competitors are going around this orchard, trying to grab as many apples as you can.

Every day, new apples become ripe, and the race is on between you and your competitors to see who can grab the most apples. 

Eventually though, all of the low-hanging fruit are snapped up.

Everyone can reach them, and nobody has a significant advantage.

Well, content marketing is like a ladder.

It allows you to reach and access parts of the market that your competitors without a ladder simply can not reach.

They are all left to go after the low hanging fruit, and that is not an easy task.

When you begin to think strategically about your marketing, your ladder gets taller and taller. You are able to connect with and start earning the trust of homeowners before any of your competition.

Good businesses MEET the demand of the market.

Great businesses CREATE the demand of the market.

This is the true abundance mentality. 

I want you to be one of the Greats. To lead the way in your market. To be the authority when it comes to pools & hardscapes in your area.

You must INSPIRE homeowners to truly maximize your business's potential. This creates customers for you that your competitors won't be able to easily reach and access. 

This is what a modern day ¨moat¨ around your ¨castle¨ looks like. 

The IEB Funnel allows you to dominate the narrative in the market by showing up early, providing value at every stage, and doing it all without lifting a finger. That's the beauty of marketing automation. 

If you've found this guide valuable and informative, I would like to invite you to a Free Pool Building Strategy Session to show you how we can implement The I.E.B. Funnel in your business 100% Risk Free.  

If generating a steady stream of high quality pool leads is a priority for you, you will not want to pass on this Free Pool Building Strategy Session.
‍Simply click the link below and select a time that works for you on the calendar.

We look forward to speaking with you!
-The Poolzy Team