Starting a pool service business is exciting — but marketing can feel like a whole different world. Most techs are great at cleaning pools and balancing water, but figuring out how to consistently bring in new clients? That’s where a lot of new businesses stumble.
The good news? You don’t need a massive ad budget or a marketing degree to build a steady, reliable customer base. What you do need is a plan, some boots-on-the-ground hustle, and the willingness to test what works in your market.
In this article, I’ll walk you through proven strategies we’ve used to grow our pool care business — from defining services to low-cost marketing, digital tactics, and pro-level networking. Whether you’re just starting out or looking to fill more stops, these tips can help you grow the right way.
Start Smart: Define Your Service Offerings
Before you start marketing, you have to know what you’re selling — and who it’s for. Trying to offer your services to all pool owners wastes your time and money.
Create Tiered Service Packages
Offering service tiers helps customers see the value — and lets you upsell naturally. Most people will select the mid-tier. Be wary of the ones who pick the basic tier.
- Basic: Chemical-only (testing, balancing)
- Standard: Chemicals + skim, basket clean, and visual equipment check
- Premium: Full service + vacuuming, brushing, equipment inspection, and backwashing
My Pro Tip: Name your packages clearly. Something along the lines of Essential / Plus / Premium, or Gold / Platinum / Diamond.
Price for Profit, Not Panic
New businesses often make the mistake of undercharging to get customers fast. Ask me how I know. … That usually leads to burnout and lean profits (or more likely losing money).
- Know your cost per stop (chemicals, fuel, labor, time).
- Price to make a profit, not just break even.
- Don’t be afraid to walk away from low-ballers. They’re rarely long-term clients and are usually the biggest headaches.
Add-On Services = Added Revenue
Offering a la carte services keeps your route flexible and boosts income. It also helps justify your top tier if you include some or all of these:
- Salt cell cleaning
- Filter cleanings
- Green-to-clean services
- Minor repairs or equipment checks
- Spa balancing (if applicable)
Low-Cost Marketing Tactics That Actually Work
You don’t need to spend thousands to get your first 20–30 customers. These grass-roots tactics can build a strong foundation.
Use Your Truck as a Billboard
A clean, well-branded vehicle gets noticed. Don’t overcomplicate it:
- Company name and logo
- Phone number and website
- “Licensed & Insured” if applicable
My Pro Tip: Magnetic signs are a great starter option if you’re not ready for a full wrap.
Branded Uniforms = Instant Credibility
- Clean polos or even just hats with your logo go a long way.
- Clients trust pros who look the part.
- It’s also great for visibility when working in neighborhoods.
Door Hangers and Neighborhood Campaigns
Old school but still effective — especially in areas with lots of pools.
- Leave door hangers mid-week, when fewer people are home.
- Offer a new customer special (for example, 50% off first service).
- Focus on neighborhoods near your existing stops to tighten your route.
Word-of-Mouth and Referral Programs
Happy clients are your best salespeople — make it easy for them to refer you.
- Offer a $25 credit for any referral that books at least one month of service.
- Send a quick thank-you text or email when referrals come in.
Join a Home Services Marketplace
Joining Home Gnome has helped me add new pool care customers across my service area here just north of Bradenton, Florida. All I did was sign up, and it’s free.
How it works: Claim the pool care jobs you want, and Home Gnome handles the rest – scheduling, billing, and customer service. All I have to do is show up and do my usual great job.
Digital Marketing Essentials You Can’t Skip
In today’s world, if you’re not online, you’re invisible. These don’t take much time but go a long way.
Google Business Profile
This is critical. It’s how you show up in Google Maps when someone searches “pool service near me.”
- Claim your listing.
- Add your logo, service area, contact info, and business hours.
- Upload a few before/after photos of your work.
Manage Online Reviews
- Ask happy clients to leave a review — text them a direct link.
- Respond to reviews politely, even if they’re negative (studies show a negative review that was responded to is WAY less impactful).
- Aim for at least 10+ reviews early on — this builds instant trust.
Social Media (Keep It Simple)
You don’t need to be an influencer — just show up consistently:
- Post before and after pics.
- Share short “pool tips” or seasonal reminders.
- Highlight customer testimonials or fun behind-the-scenes moments.
My Pro Tip: Even 1 post per week builds momentum. Use free tools like Canva or just snap a quick photo with your phone.
Simple Email Marketing
- Collect emails during onboarding or service visits.
- Use a tool like Mailchimp to send out a monthly newsletter, which can include:
- Monthly maintenance tips
- Seasonal reminders (opening/closing)
- Exclusive offers (e.g., “Refer a friend and get a free filter clean”)
Build Strong Relationships That Feed Your Business
One of the best ways to grow? Tap into other professionals who already serve your ideal customer.
Real Estate Agents and Property Managers
They’re often the first point of contact for new homeowners.
- Offer a free “new pool owner inspection” they can pass along.
- Stay top of mind by checking in quarterly.
Pool Builders and Renovators
Builders don’t always want to do ongoing service — and that’s where you come in.
- Reach out to local builders with a short, professional intro.
- Offer a referral bonus or cross-promotion deal.
Suppliers and Pool Stores
Be friendly with your local supply reps and store managers — they hear about people needing help all the time.
- Ask if they’d be open to referring clients.
- Offer to leave business cards or flyers at the counter.
The Wrap-Up: Keep It Simple, Stay Consistent
Marketing doesn’t have to be complicated. A few consistent strategies — done well — will beat a big, one-time campaign every time.
Create a Basic Marketing Calendar
- Set one or two small goals per month (e.g., “post 4 times,” “get 2 new reviews”)
- Block time each week to focus on growth — not just service (if you don’t set aside time for this, it won’t get done)
Measure What’s Working
- Ask new customers how they found you
- Track referrals, website visits, and review growth
- If something’s working, double down — if not, adjust
The pool pros who win long-term are the ones who treat marketing like maintenance. Do a little each week, stay visible, and always look for ways to bring more value to your customers. Consistency is key!
Read Next:
— Scaling Your Pool Business: From Solo Operator to Managing a Team
— Pool Chemistry 101: How to Troubleshoot Common Pool Water Issues
— How to Diagnose Complex Pool Equipment Issues
Main Photo Credit: Pool care truck wrapped with logo and contact information. Jeff Herman / Home Gnome
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