November 2004

hough no one knows if baby boomer emigration will harm the U.S. pool market, here are five ways to keep your client base.

Cultivate a mixed business portfolio.
Just as your financial portfolio balances risky, high-yield stocks with low-interest bonds, diversify your clientele. It should include families, singles and commercial projects, in addition to the over-65 client. If you put all your eggs in the baby-boomer basket, you may risk being wiped out if a large number of retirees take flight.

Reach out to high-end retirees.
Baby boomers are far wealthier than previous generations of retirees. As a result, they often appreciate finer products and lifestyles. “These folks have good money,” says Tim Rainey Sr., president and owner of Rainey Master Pools in League City, Texas, a Pool & Spa News Top Builder.

“People go to Mexico when they’re short on their pensions … because it’s cheaper,” he adds. “Baby boomers don’t need to go to Mexico.”

Market the safety of U.S. products.
Whether you emphasize your industry affiliations or promote your incident-free history, customers tempted to emigrate
will find safety and quality assurance attractive. “The United States is more regulated in terms of construction standards than other countries,” says Suzanne Barrows, senior director of communications and marketing at the National Spa & Pool Institute in Alexandria, Va.

“That’s why when there’s an earthquake in another country, there is so much damage,” she adds. “You don’t see the same thing in California. Standards are the best way to ensure that the pools are safe.”

Expand your operations.
Consider opening an operation south of the border, to take advantage of opportunities. Some larger pool companies are already doing so. For example, San Diego-based Blue Haven Pools & Spas has an office in Puerto Rico and Mission Pools Inc. of Escondido, Calif., operates a store in San Jose del Cabo, Mexico. In addition, several European pool companies own subsidiaries in Costa Rica, Puerto Rico and Brazil.

Become a renovation expert.
Consider expanding your renovation business. Remember, there are already more than 7.5 million pools in the United States, many of which will be ripe for a makeover in about 10 years.