One backyard can yield profits over many seasons

by Sally Bouorm | June 1, 2013 8:17 am

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By Kevin Shea

Many pool builders think of a project as a one-shot deal—build the pool and move on. Others may build the pool and generate profits from maintenance work, while some builders focus on understanding their client’s lifestyle and find ways to continue generating considerable profits by taking on renovation and remodelling work year after year. Using some specific project examples, this article shows how two savvy builders have capitalized on updating both gunite and vinyl-lined swimming pools with creative ideas that suit each client’s way of life.

Getting to know the customer is integral to exploring the potential for additional project opportunities. And, the best way of doing this is getting into their backyard.

“For us, multi-year projects typically start with pools that we originally built,” says Dan Lenz of All Seasons Pools in Orland Park, Ill. “Assuming we maintain a good relationship with them over the years, we will always service their pools and gain additional construction business from the customer.”

An evolving pool project

Taking the time to understand the customer’s current stage in life will help determine the potential for additional business on the same project.

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Lenz, for example, was able to turn a swimming pool his company built 16 years ago into a multi-year construction project by simply understanding the needs of his customer’s ever-changing lifestyle.

For this particular project (‘Pann’), All Seasons installed a 5.5- x 11-m (18- x 36-ft) vinyl-lined swimming pool. At that time the client had teenage children, so the pool was designed to be 2.4 m (8 ft) deep and included a diving board, which their children enjoyed.

Since installing the pool, All Seasons has been in this particular client’s backyard on numerous occasions as they have opened and closed the pool each year as well as provided in-season service every two weeks.

In 2006, the customer called All Seasons to inquire about a new liner. Although the original liner was not torn or leaking, it was starting to show wear. On the ensuing service call, Lenz met with the customer at their home and immediately noticed a plastic, big box store ‘kiddie’ pool on the deck, next to the pool they had installed.

After inquiring, the client explained they now have a one-year-old granddaughter and have another grandchild on the way and, therefore, the splash pool was better suited for smaller children. During the same conversation, the customer also mentioned how he thought the existing deck was too narrow along the sides and that it did not provide an ideal place for sunbathing.

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“In looking around, we realized we could easily increase the customer’s deck space on one side of the pool, while also providing a little extra space for lounge chairs,” Lenz explained. “Then, as we struggled to squeeze into the patio chairs and table area that was on the deck, I asked him if he would also like to have a little more room where the family could sit and watch the grandchildren. This immediately led to the idea of expanding the seating area and adding a pergola to provide shade for the grandchildren without blocking the sun entirely. At this point, he was really getting excited about a newly renovated backyard.”

With his client onboard, and Lenz now designing the expanded seating area, he never forgot about the plastic kiddie pool and the fact his client had more grandchildren on the way. With this in mind, Lenz incorporated a small, 1.2-m (4-ft) water fountain/catch pool at the edge of the seating area that could also double as a splash pool for the client’s grandchildren. It included two bubbler/foam jets and cascades from within the wall. As a result, the client was thrilled with the design concept as it met the needs of their current stage in life. [4]

Expanding possibilities

Sitting in the client’s backyard and talking to them about how the pool area is used, and who it is used by, can help when suggesting ideas. It is these ideas that lead to profitable installation projects over multiple years.

“Generally, these projects start due to a maintenance or repair issue and then often turn into a complete renovation project,” explains Dennis Thompson, owner of Backyard Pleasures Hot Tubs and Pools in Vernon, B.C. “Once you know you have to breakup the deck, it’s the perfect opportunity to talk to the customer to see if their pool and backyard still suits their lifestyle.”

According to Thompson, his company, which has built concrete and vinyl-lined pools in the area for more than 35 years, often receives calls from customers, whose pools they originally installed, who are now looking to update their backyard.

In cases like these, Thompson takes the opportunity to see if the client wants to update the look and feel of their deck, or maybe wants to add an outdoor entertaining area, complete with firepit and outdoor kitchen, or simply wants to add steps for children and grandparents. Many of these customers might also want to spread the project out over several years as it lessens the impact on their pocketbook and minimizes any disturbance to their day-to-day lives. Therefore, these clients need a professional to plan the renovation work into manageable ‘stages’ over multiple years.

“Once the kids are gone, homeowners often have more disposable cash and are looking to change their backyard pool area,” added Thompson.

In this regard, pool builders and renovators need to realize the potential they have to profit from all stages of a project throughout the entire backyard. It is important to capitalize on the fact the pool is not only the centre of the entire backyard living space, but also the most important, complex part of the landscape. Therefore, those companies that are capable of completing the entire backyard living space should take the time to explain this to the client rather than sell themselves short by only doing the pool-related work. This is important to keep in mind as most homeowners will likely call three or four different contractors to complete each section of their backyard.

Creativity can turn a negative into a positive

There are always risks associated with swimming pools and no one wants to discuss the potential danger; however, safety is of utmost importance to many clients, so it is important to take heed of these concerns to create a safe swimming pool environment that is not only user-friendly, but also visually attractive.

Depending on the client’s stage in life (i.e. has small children/grandchildren), deep pools with diving boards can provide the perfect opportunity for a builder to make alterations to better accommodate the client’s current lifestyle.

On the ‘Pann’ project, for example, Lenz’ client, who is now a grandparent, was very concerned about backyard safety and, therefore, wanted to remove the diving board from his pool. Since the liner was being replaced, Lenz suggested the idea of reducing the pool’s depth, thus creating more space for the grandchildren to play safely as they grow older.

“The customer liked this idea so we adjusted the pool’s depth to 1 m (3 ft) deep on both ends and 1.5 m (5 ft) in the centre to make it more like a typical ‘play pool,’” explained Lenz.

When discussing safety with the homeowner, Thompson says safety covers, fences, and handrails, should be brought up and worked into the customer’s backyard project.

“We now put a safety cover on every one of our newly constructed pools; it’s included in the price and not an option,” he added. “Builders who are looking at renovation projects will notice that most older pools aren’t equipped with a safety cover. This becomes the perfect opportunity to make your customer’s pool as safe as possible; therefore, measure their pool for a safety cover and help them select one that complements their backyard décor.”

Safety covers are available in a variety of colours—in both mesh and solid materials—and not only help make the pool area safe, but also keep the backyard looking neat and tidy. Further, safety rails are also available in a variety of colours, which are designed to match the latest in decking and coping treatments, allowing them to be easily incorporated into any project.

Think outside the box when it comes to visual barriers

When adding additional features to an existing project, it is important to look at the backyard from the client’s perspective, especially when the swimming pool is the focal point. Some customers might think they need to call a landscaper because they want to plant some arborvitae or erect an unsightly structure (e.g. shed or garage) to create a screen or visual barrier for privacy; however, many pool builders today can also provide assistance in this scenario, and in some cases, present different ideas.[5]

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For Lenz, this exact opportunity arose on the ‘Pann’ project. In determining what was needed to provide the appropriate amount of privacy the client was seeking, Lenz suggested a pool slide. Although the client had some initial concerns with the idea, after explaining that he could design a custom slide that would not be as steep or as fast as a traditional pool slide, making it safe for smaller children, the client was more open to the idea. However, what really sold the idea was the fact the slide’s design would also create a visual barrier between the neighbouring backyards.

“The client was tired of sitting on his porch with his coffee and looking directly at his neighbour’s backyard and feeling obliged to talk to them,” says Lenz. “He was excited about the idea of using a pool slide to create this visual barrier as with the shallower depth of the pool, one grandparent could stand in the water and be able to catch their grandchild as the other helped them slide down.”

Make the most of repair work

Pool owners who have to deal with major structural problems, especially in concrete and gunite pools, can become quite distressed. On these projects, pool professionals will often find themselves walking into an environment where the client is already frustrated and feeling negative about their pool.

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Lenz experienced some of these client frustrations when his company was called in by a new customer who had purchased a home with a gunite pool that was structurally failing (i.e. large cracks) and losing water. Once again, it goes back to getting to know the client. For example, by sitting in the backyard with this client, Lenz learned he had two young daughters, discovered the pool was designed with a very small shallow end, and that his youngest daughter was scared to go in the pool, which was likely because of its design. With these factors in mind, and since the pool needed new gunite work and to be re-plastered, Lenz suggested the idea of reconfiguring the pool to increase the size of the shallow end for the kids. The client liked this idea; therefore, All Seasons took out one section of the pool to create an expanded sundeck area for sitting and playing, as well as decreased the pool’s overall depth to 1.5 m (5 ft).

“We didn’t want to disturb the rest of the deck unnecessarily as it would have been expensive for the client,” says Lenz. “Instead, we revised the design of the pool floor, but worked within the existing structure. This led to creating an extra-wide step and an elevated spa.”[8]

All Seasons also took the opportunity to replace all of the pool equipment and upgraded everything with a more energy-efficient water circulation/maintenance system.

Do not neglect backyard feng shui

Moving things around in the backyard can not only be fun and creative, but also lead to the homeowners renewed interest in their backyard.

“In the ‘Pann’ project, we took over some of the garden space when we expanded the seating area,” explained Lenz. “Therefore, to add back the area we took, we designed outcroppings around the slide where flowers and herbs could be planted. In addition to acting as a visual barrier, the slide is also a water feature and garden wall.”

For some homeowners, certain elements in the backyard over time start to feel dated, and as a result, need to be refreshed. Whether it is patio furniture, the pool’s vinyl liner, or the deck, look around and help the client determine what might make them proud of their pool area again.

“We try not to influence our clients with ideas for their backyard, but we do provide a number of visual aids for them to consider, which usually gets them thinking,” says Thompson. “Ultimately, we think the pool area should be an expression of the client and their home, so we provide websites, books, magazines, and a multitude of photos for them to look at. Then, they can tell us when they see something that excites them enough to want to incorporate it into their backyard.”

Remember, many customers experience exquisite water features and outdoor living spaces while on vacation and may want to re-create some of these elements (e.g. outdoor kitchens, firepits, and water fountains, etc.) in their backyard. The sound of water and the warmth of an outdoor fireplace will allow a customer to get more enjoyment out of their backyard, which is ultimately what the swimming pool industry strives to provide its customers.

 

 

J. Kevin Shea is senior vice-president and chief marketing officer for Plastimayd LLC, a manufacturer of Plastimayd^® and VynAll^® custom swimming pool liners and CoverLogix safety covers. He is also the founder of VynAll, and was the company’s president for 25 years. Shea, who often presents seminars on custom pool measurement and vinyl-liner installations, entered the vinyl-liner swimming pool business through the service and retail side of the industry. He welcomes inquiries from pool professionals and is an excellent source of installation tips. He can be reached via e-mail at jkshea@vynall.com[9].

Source URL: https://www.poolspamarketing.com/trade/one-backyard-can-yield-profits-over-many-seasons/

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