You can charge more for your service.
That’s according to several pool professionals who proudly charge more than market rates. If you’re undercutting competition, they say, you’re shortchanging yourself.
Their argument is this: Most homeowners are paying anywhere between $200 and $300 between their cable, internet and cellphone bills. Meanwhile, there is a complicated, sophisticated pool system in their backyards that runs on electricity, gas and chemicals. Shouldn’t they pay top dollar to ensure that this amenity is in good working order and, most importantly, safe?
Unfortunately, it’s not as simple as asking for more money than the next guy. Charging more in a competitive environment requires careful positioning and consistently keeping your word.
Here, representatives from three service companies explain how they position their companies within their markets so that they justify their cost, and why you might consider increasing your rates.
Concierge service
At a base rate of $288 a month, Pure Swim, serving suburban Los Angeles, charges more than twice what its competitors bill.
“We tell them upfront, we will be the most expensive,” says Rich Gallo, owner.
And yet he maintains that his service is competitively priced. If customers challenge him on the cost, he invites them to compare his service to those of other providers. Gallo maintains that his employees spend two to three times longer at each stop than the average pool professional. This includes a complete inspection of equipment to ensure gaskets, seals and O-rings are in good working condition, helping ensure the longevity of the equipment. If the homeowner can show, in writing, that his level of service can be beat, he says he’ll match the cost.
“But I’ve never had a customer take me up on it,” Gallo says.
That $288, by the way, is the minimum.
Gallo says he can charge that because he’s factoring in those sporadic services that some pool workers spring on customers without notice, such as added conditioner and filter cleanings. In other words, Gallo’s customers aren’t going to have any surprises on their monthly invoices. It’s all baked into the cost.
“Rather than go in with a low rate, loaded with hidden costs, we give them a complete upfront price, based on the established needs of their pool,” says Gallo.
He charges based on the size of the pool, foliage surrounding it, usage and how far it is from a route, among other factors. A heavy-duty party pool, for example, will cost extra. The key, Gallo says, is to have a thorough conversation with the customer about how they use their pool, how often they use it, and their expectations. For instance, if the owner wants softer water and less chemicals, requiring specialty treatment products, that will increase the price. If they insist on the pool being serviced on a Friday so that it’s ready for the weekend, that, too, will cost.
Once you’ve established that you understand their needs, and it’s all outlined in a comprehensive service agreement, cost is of no consequence when dealing with these high-end customers, Gallo says. Plus, customers are assured that what they’re getting are licensed, insured professionals who take two weeks each year for continuing education.
“When you take the time to listen — not talk to them and tell them how great you are, but listen - once that happens people let their guard down,” Gallo says.
Premium pH
Imagine paying twice the cost for half the service.
It’s a curious selling point, but one that has been working well for Proven Water Solutions. The New Jersey service firm maintains a strict focus on water treatment.
Their value proposition is chemistry. Co-owner Fred Smetana, Ph. D. is a retired chemist from Church & Dwight — that’s the Arm & Hammer company — and co-owner Robert Flynn has 20-plus years of experience in the pool and spa industry.
The duo takes a special interest in pH control and guarding against recreational water illnesses (RWIs). Though primarily associated with commercial pools, RWIs can creep their way into backyard swimming pools and spas. This is a point the pair makes to homeowners, especially those who host big parties in their big pools.
These customers are willing to pay a premium for advanced water care.
“The main thing that we’re stressing is that it’s the healthiest way to swim,” Flynn says.
Proven Water Solutions has developed its own propriety approach to water management and claims to treat pools with the most accurate dosages to keep chemistry balanced between visits. A Ford Transit Connect is the company’s “rolling lab,” and doses are metered out with pre-measured canisters.
“If someone needs 3,000 [ppm] of bi-carb, we’re not opening a big tub and scooping it out,” Flynn says. “It’s a lot neater. It looks better. It’s professional.”
“We want to make the [chemistry] robust while we’re there and prepare the pool to handle any environmental changes or heavy bather loads,” Smetana adds.
Customers pay about $1,200 for the season. Their clients are either wealthy or immune-compromised and need the utmost protection in the pool.
Some customers do not want to swim in chlorine. For those, Proven Water Solutions installs an oxidization ionization system, which is augmented with ozone and UV.
And some customers are dogs. The company treats a pool that accommodates furry guests. Some of the canines are there for physical therapy, others just for fun. Proven Water Solutions outfitted the facility with the latest in automation equipment to keep the water free of doggy germs.
Flynn and Smetana acknowledge that they only provide half of the pool maintenance equation. That’s why they’re working on developing partnerships with other firms to handle repairs and other duties for their customers.
“We don’t provide value doing openings and closings,” Flynn says. “There are plenty of other good companies that do that.”
A cut above
Dale Given models his Los Angeles pool service company, Brite Pool and Fountain Service, after a plumbing company that famously smells good.
Mike Diamond Plumbing touts itself as the “Smell Good Plumber.” Professionals look sharp, drive organized trucks and have a reputation for giving customers red-carpet service. Because of this, Mike Diamond Plumbing is not always the cheapest option, according to Given who has studied the company.
Given emulates the plumbing franchise’s approach by maintaining a professional appearance and providing superior service at a higher rate. Given estimates his routine pool maintenance is about $40 more than the going rate. Most of the homeowners he serves don’t blink at the cost.
He is a brand loyalist, too. He gets his customers on a proprietary program that includes enzymes and sequestering agents that he believes are the industry’s best. This added service costs extra, but customers almost always opt for it.
“I had a guy ask, ‘Well, can you do it for half the cost?’ And I said ‘Sure, for half the chemicals,’” Given recalls.
Leaving pools pristine is Given’s calling card. His is strictly a referral business.
“Now the pool looks spectacular, and inevitably someone will come along and ask ‘Who’s your pool guy?’” he says.
And because he charges a higher price, he’s weeding out the low-ball shoppers.
“High-paying customers beget high-paying customers,” he says.
Given proudly tells clients that he’s a member of the United Pool Association, which covers service professionals with twice the amount of liability insurance than most condominium associations require. He’s also licensed by the state to do any repairs over $500.
He is a diligent note taker, too. Given keeps records on each service visit on cardstock, because it doesn’t rip or smudge like paper. He details any abnormality or foreseeable concern.
Given recalled making a record of the fact that his customer’s next-door neighbor was replacing a roof. Weeks later when the customer inquired about the little rust stains that had developed in the pool, Given had an answer at the ready: Roofing nails likely blew into the pool. The homeowner, needless to say, was impressed.
That’s how he justifies his cost.
If prospective customers push back on price, he has a clever workaround.
“They might say, ‘My last pool guy only charged $120,’ and I’ll offer to reimburse them $40 after a month of service if they’re unsatisfied for any reason,” Given says.
He’s never had to make good on that offer.
