A whole new generation Y
Following close behind gen-Xers are gen-Ys (also known as the millennial generation, or millennials). Those included in this group were born between 1980 and 2000 and are known as power purchasers. Households in this demographic typically have one stay-at-home parent who drives an SUV and lives in suburbia. As they are in their 20s to early 30s, most have their finger on the pulse of technology; with mobility on their minds, they are attracted to the newest gadgets. In this case, pool professionals can reach their hearts by offering them products such as controllers and automation systems, which will allow them to adjust the water temperature in their pool and hot tub, as well as operate many other functions, via an app on their smartphone.
Millennials lean toward trendy service-based businesses and luxury goods. When marketing to this elite league of inherited wealth, it is important to know they are focused on entertainment and experiences rather than products or price. Pool builders should provide computer-automated drawings (CAD) of projects, or even encourage this generation of customers to design their own pools, or portions of the project, by providing the customer with the tools to do so. As millennials are engaged with technology, pool professionals can push their buttons with these interactive tools. Creating an emotional experience around products or services are crucial to winning them over; therefore, it is important to present a clear vision to these customers about how the company’s services will impact or improve their daily lives.
The pool and hot tub industry’s challenge with this group, however, will be keeping them home as they like to travel. But, when they return to their home, they are all about the experience a pool or hot tub will provide.
Not much of a generation gap
Unlike the gap that exists between most baby boomer and gen-Xers, the latter and millenials share a common ground—quality over quantity. Both demographics rely heavily on social networking and in some cases will actually mimic their friends’ spending and purchasing habits—often buying the same brands. Therefore, similar to gen-Xers, it is important for pool professionals to provide numerous references from their previous clients.
Since millenials account for 31 per cent of all luxury goods purchased online, compared to 23 per cent of gen-Xers, be sure customers are writing rave reviews about the business. It is also important to keep in mind that millenials will collect data on desired products and do their online homework prior to shopping for a new pool, hot tub, or even accessories. In fact, many in this group are taking educational degrees online, so they are much more comfortable using the Internet than earlier generations. Therefore, a pool company’s website must be attractive, informative (with blogs) and provide emotional marketing. The success of the business will depend on creating a powerful connection between the products being offered in addition to the ultimate experience of owning a swimming pool or hot tub.
To take a business to the next level it requires a clear understanding of what motivates not only current customers, but also prospective clients. When it comes to prospects, look at their address and research the demographics of their subdivision, then prepare a strategy based on the findings. On the initial sales call, ask a lot of questions; do not plan to have the contract signed on the first visit. Instead of having a pool plan ready, provide plenty of photos and schematics to share with the client. Use ideas such as larger decking, outside entertainment centres and creative environments to appeal to their amusement-oriented demographics.
Look at these potential sales as fact-finding missions; gen-Xers and millenials are research oriented and slow to make a purchase decision until all the particulars are understood. Therefore, when communicating with these customers, do so via text and e-mail because phones may not always be answered. When it comes to pool equipment and other peripheral accessories, offer products with high energy efficiency ratings and provide the supportive data along with it. The more bells and whistles that are offered (e.g. controllers and remote operation capabilities) will spark their imagination as well as influence their decision. Finally, it is also imperative to appeal to the emotional side of these generations as they rely on relationship referrals and other peer opinions—in the end, it is all about trust.
Connie Gibson Centrella, MBA, is a professor and program director for the online Aquatic Engineering Degree Program at Keiser University eCampus. She is also the director of education for Team Horner as well as a sustainability officer, having been certified in the principles of ‘green’ and sustainable business practices. Centrella, an industry veteran with more than 40 years of experience in the aquatics field, is a five-time recipient of the Evelyn C. Keiser Teaching Excellence Award ‘Instructor of Distinction.’ She is also a former pool builder with extensive knowledge in pool construction, equipment installation and manufacturing, and a National Swimming Pool Foundation (NSPF) certified pool/spa operator instructor, having trained more than 1850 pool service technicians, retailers and instructors worldwide in the past 10 years.
