Presidential Pools
Case Study

SWIMMING IN LEADS . . . PRESIDENTIAL POOLS AT A GLANCE.
Industry | Pool Services 
In Business | Since 1991 
Employees | 70 
Customer | 2011 
Location | Arizona, USA

In a state where where the majority of properties have pools, there is no shortage of demand for the services offered by Presidential Pools and Spas; or, for that matter, competing contractors. But the company has managed to rise to the top, and is now the largest residential and commercial pool and landscaping contractor in the state of Arizona. Presidential Pools and Spas enjoys a five-star quality reputation. Presidential Pools and Spas’ high customer satisfaction isn’t just limited to the professional services it offers to homeowners and businesses. Online relationships play a critical role in providing personalized communications to leads and customers as they research contractors and work with the company. 

Moment of Truth

Before Presidential Pools and Spas started working with us, their main lead source was word of mouth. Staff had to manually keep track of inquiries and follow-up with every one of them. “[Communication] was cumbersome,” says founder Ken Chandler, “and quite frankly a lot of times it just didn’t happen.” As more and more customers went online to search for contractors, Presidential Pools and Spas had to find a way to stay relevant and connected without adding even more work for its front office staff.

The company faced some familiar challenges: How could the team better collect leads, educate leads who aren’t ready to buy, and generate more revenue from existing customers? 

The Results

Our strategy plan consisted of a very detailed CRM to assist Presidential Pools and Spas. Ken reports that his life is easier than ever as a businessman thanks to tracking, reporting, and measurable results. “Without our new CRM” he says, “I don’t think we could effectively nurture our prospects or existing bases as well as we currently do.” When customers go online to research contractors, Presidential Pools and Spas is at the ready with a social media presence and online lead capture forms powered. Once a customer fills out a web form, Presidential Pools and Spas can send follow-up communications targeted to the contact’s interest level. Leads who are early in their research process will receive educational information, while more buyer-ready individuals can get quotes and promotions right in their inbox. We have implemented all email sequences to speak to the potential client exactly where they are in the funnel. Since working and implementing the strategies at WashTone, Presidential Pools and Spas has seen its number of leads quadruple. The closing rate on leads coming through have tripled what it was before, and after just four campaigns the company saw upwards of $100K in additional revenue. The early success that Ken’s team enjoyed as a result of sales and marketing automation is only the beginning. “Daily we figure out different ways that we can integrate high level marketing ideas and strategies to improve our business,” Jayme says. Presidential Pools and Spas is now swimming in new leads and generating even more revenue from existing clients.
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