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Text Content

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.


Most homeowners in your market do not wake up tomorrow and say "I would love to
buy a swimming pool this week."

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.


If you want to sell more swimming pools than you ever have before, you will need
to INSPIRE more people get a swimming pool than you have before. 

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. 


Create content to inspire homeowners to think about purchasing an inground
pool. 
1
Inspire


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



1
Educate
How to generate high-quality roof coating leads with Content Marketing
Why Educate?
How it works
The ROI of Educating
Why Educate?

Whenever you’re selling an expensive product or service, such as commercial
roofing, an educated prospect is your best friend. Restoring or replacing a
commercial roof can often be very expensive and complicated.

The expense and complexity of the purchase leads to the building owner often
putting off making the decision, going cold out of nowhere, or failing to ever
get back to you. 
‍
We want to avoid this at all costs. 
‍
This is where Education Marketing comes in. 
‍
Using Education Marketing, you can completely revolutionize your commercial
roofing business by allowing your prospects to come to you already educated,
more qualified, and ready to make a decision much sooner than usual. Oftentimes,
they’ll make the decision the same day. 
Education Marketing is relatively straight forward. 
‍
Education Marketing begins by you assuming the role of the AUTHORITY figure in
the sales process. You want to bring the building owner into your business by
first educating him on commercial roofing solutions. 
‍
The sooner you can start educating your prospects in your business, the easier
it will be to get the sale. 
‍
Would you prefer to deal with cold, uneducated prospects? Or would you prefer
dealing with only warm, educated prospects who already KNOW, LIKE, and TRUST you
because you were the source of their new found knowledge?
‍
This is the beauty of Education Marketing. By presenting the building owner with
valuable information leading up to them reaching out to you, you’re elevating
yourself above the competition by showing the prospect you’re looking out for
their best interest. 
‍
You’re not just any old roofing contractor who wants the job and the money.
You’re a true EXPERT in your field who is able to confidently teach the building
owner and look out for his best interest.


How it works

You’re probably already doing Education Marketing and you don’t even know it. If
you’ve ever explained the benefits of roof coating to a prospect over the phone
or in person, you’ve done Education Marketing.

The Education Marketing involved in the EEC Method takes things to a whole new
level. 
‍
Rather than educating the prospect 1:1 or just one at a time, The EEC Method
allows you to harness your knowledge and expertise, turn it into an article,
e-book, or a video and allow your Education Marketing work 1000:1 rather than
just 1:1. 
‍
The EEC Method is about using LEVERAGE to EDUCATE building owners in mass. 
‍
A great way to do this is to create a simple and straightforward blog post for
your website titled:
‍
 “10 Things [STATE] Building Owners Must Know About Roof Coating”. 
Then simply list the 10 (or however many) valuable pieces of information that
you want every building owner to know. This type of blog post is very good at
capturing the attention of a building owner because it’s not selling anything.
People don’t like to be sold online, but they LOVE TO LEARN. 
‍
If you’re not a great writer, not to worry. Have a colleague record you while on
a roof, explaining why you believe coatings are a great option for building
owners, what roof types are great for coatings, and any other valuable topic or
question you can think of. 
‍
Bear in mind that you can convey your knowledge and expertise in many different
ways. If you’re not a great writer, then video may be a better option. If you
don’t feel comfortable on camera (completely normal) AND you’re not a great
writer, then you can still talk about your knowledge. 
‍
There’s absolutely nothing wrong with hiring a professional writer to interview
you on the topic of roof coatings, record the interview, and then transcribe the
interview into your very own e-book or collection of blog posts. 
‍
Remember - the goal is to get the building owner to think “Wow, these guys sure
know what they’re talking about.” This leads to them TRUSTING you because you
were able to teach them something new and of incredible value and importance. 
‍
Once your Education Marketing content is created, it’s important to get it in
front of as many building owners and property managers as possible.

Marketing only works if it’s seen by the RIGHT PROSPECTS. 
You can do this by posting a link to your blog on Facebook, printing it out and
mailing it to building owners in your area, or even add property managers on
LinkedIn and share it with them privately. There are endless ways to get your
Education Marketing out there. 
‍
We have found a lot of success getting our Education Marketing in front of
building owners and property managers on social media. If you’ve tried promoting
your business on Facebook or LinkedIn before and had little luck, that’s OK and
very common. The problem isn’t that Facebook or Linkedin doesn’t work. You just
need to have the right message that fits the platform. 
‍
Direct sales messages or offers rarely work well on social media. So anything
along the lines of “Get a free commercial roofing estimate” or “Call us if you
need any flat roof repair” is likely to fall on deaf ears. Your prospects are
not on Facebook or LinkedIn to find a roofing contractor, so they’re more likely
to ignore any direct approaches. 
‍
The great thing about Education Marketing is that it works by providing VALUE
and CONTENT in the form of interesting articles, videos, or e-books. It’s
harmless, non-threatening, and people won’t feel like they’re being sold to. 
‍
Keep in mind that at any given time, only 3% of a market is “Ready To Buy Now.”
But another 27% is going to be buying in the next 18 to 24 months. Education
Marketing allows you to tap into the much larger pool of prospects that just
aren’t ready today, but if presented with the right information, they’ll reach
out to you wanting to learn more or get an estimate.


The ROI of Educating

Education Marketing is known for having an amazing ROI in almost every industry.
The reason is it doesn’t cost much to create content, and you only need to do it
once. 
‍
There’s little point in creating a weekly article about roof coating, when 90%
of the information and benefits can be explained in as little as 1 to 3 well
written articles or videos. 
‍
It’s a “set it and forget it” approach to marketing. After your Education
Marketing collateral is created, it will serve you for 5 to 10 years. Then you
just focus on distributing it via social media, direct mail, or through your
website’s blog. 


2
How to pre-qualify leads with a free online evaluation tool
Evaluate
Why Evaluate?
Example
The Benefits
Why Evaluate?

After you’ve Educated your prospect, you’ve earned their attention. At this
point, some of them will be ready to call you and get a roof coating estimate.
But many more just won’t be at that stage, yet. 
‍
This is where we want to let them EVALUATE their situation and determine if roof
coating is right for them. You can accomplish this by providing them with a FREE
COST ESTIMATE CALCULATOR that they can use to get a ballpark estimate. 
‍
We’re huge fans of cost estimate calculators.
‍
A Cost Estimate Calculator that will calculate the approximate cost for a roof
coating based on the answers the building owner provides.

Click 'Example' tab to see the calculator we use.


Example

Here's what our calculator looks like.

We simply multiply the size of the roof by $2.5 to $3.5 to provide a ballpark
estimate. 
‍
If the building owner wants to, he can then request a real in-person estimate.
We’re always careful to specifically state that it’s just a BALLPARK ESTIMATE.
‍


The Benefits

This strategy is incredibly effective because it allows you to provide the
building owner with additional value, without you having to do a thing. The quiz
or the calculator will do the work for you.

This also does a great job of filtering out the tire-kickers who just want a
price and don’t plan on getting the roof restored any time soon. 
‍
Any leads generated from a calculator are extremely high quality because they
are already aware of the approximate cost. Otherwise, they won’t ask for you to
come out and provide an in-person estimate. 

Again, the key here is we’re using LEVERAGE to EDUCATE and EVALUATE building
owners in droves rather than 1:1. 
‍
You’re limited to the number of building owners you can speak to in one day, but
a blog post and a calculator can cater to 10,000 building owners per day. That’s
the beauty of the E.E.C. Method!


3
How to close more deals FASTER by calculating the savings with the prospect.
Calculate
Why Calculate?
Example
Why Calculate?

By properly educating the building owner, evaluating their situation, and then
CALCULATING the project long-term savings… you’re walking them to a “No-Brainer”
scenario.

The problem I see with commercial roofing sales currently is that commercial
roofers don’t take the time to break down the savings of roof coating. 
‍
Roof Coating is much cheaper than roof replacement - we know that. They know
that too, but roof coating can also help lower their utility bills by up to 25%.


Example

Wouldn’t it make sense to show the building owner how much MONEY HE COULD SAVE
OVER 15 YEARS with a white reflective roof? 
‍
Let’s say his electric bill is $2,000/month. Over 15 years he will spend
$360,000 on electricity. 
‍
If he’s able to save just 20% on his electricity bill, over 15 years that’s an
amazing savings of over $72,000. With an SPF system, the savings can be even
greater leading the roof to pay for itself in just 7 years in some cases. 
‍
But let’s not stop there… 
‍
We know that a roof coating can be recoated at the end of its lifecycle. That’s
another opportunity for huge savings. Another coating is much cheaper than
another replacement. 
‍
This is another area of savings you can highlight for your prospect. 
And then there’s the immediate tax deduction via IRS Section 179 that allows the
building owner to deduct the full expense of the roof coating that year on their
taxes. This is a HUGE incentive for building owners in our experience.



2
Envision

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. 


3
Build

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


Schedule Free Strategy Session >
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