Pool Builder
Becoming a Pool Builder, A Freshman Pool Companies Perspective
Read how one group of new pool builders dealt with starting a pool construction firm during the pandemic.
One year after starting a new pool construction company, freshman Austin pool builders Lakeside Custom Pools have learned one of the most vital lessons about building pools. That lesson is, under-promise and over-deliver. Having decided to open a new pool company during one of the most difficult times in recent memory, we wanted to get their perspective about what the challenges have been like becoming a pool builder during the Covid-19 pandemic.
Friends Join Up to Form Their Own Pool Company
The company consisting of Ryan & Lauren Gunhouse and their friend and partner Kelly Peel, have been operating in the Austin, TX market since early 2021. The three had decided to start a pool construction company servicing their local area of Bee Cave, Texas at the start of the Covid-19 and have been building pools all through the pandemic.
“We all came from different pool companies and met at another pool company,” said Construction Manager – Kelly Peel, “we saw some imperfections. The pool industry here in Austin kind of gets a bad wrap. It starts with consumer trust or lack thereof. We wanted to deliver a high-quality product in a timely manner and decided that if we can’t do it where we were at, we would do a better job on our own.”
Pool builders across the nation have been experiencing logistical delays getting product. There have also been manufacturing shortages and price increases on virtually everything needed to build and maintain a pool. For many, keeping customers satisfied during this time has been a challenge. Thousands of pool builders saw their profit margins take a big hit with the recent price increases, especially those who fix cost their pricing.
Observations From a New Pool Builder
For being a brand new builder in a busy market while facing all of these uncertainties, the waters have been pretty calm over at Lakeside Custom Pools. The company has been actively engaging with customers to make them aware of what has been going on and says disruption has been nominal. “To be honest, it’s been kind of smooth,” said Peel, “I’m a firm believer that if a pool builder tells the customer that Covid-19 was the reason why their project was delayed, then that builder may need to check their moral compass.”
“We say that because building a pool the right way and doing it efficiently really boils down to scheduling, planning, and communication,” said Gunhouse, “what we’ve done to get ahead of the 8 ball is get things lined up before we ever start so that the project runs smooth. This means getting pool equipment. We had the opportunity to invest in ourselves and buy a bunch of equipment early on so that by the time we needed it we had it.”
On Selling Past Capacity To Build
One of the most important factors Kelly Peel credits with their initial success in the Austin market is to cap the number of sales they make and not exceed their capacity to build. “Most important is not biting off more than we could chew and taking on more projects than we can complete at one time,” said Peel.
Setting customer expectations is vital to the success of builders moving forward into what appears to be a repeat of 2020 and 2021 in terms of demand. How builders approach communicating with homeowners this summer could definitely affect future growth. Seeing that many pool sales are made through referral, under-promising and over-delivering appears to be the strategy to rely on when communicating with customers. This includes telling hard truths about how long a swimming pool will take to build and pricing a pool accurately.
Average Build Time for Pool Construction is Increasing
“Right now our average build time, and keep in mind every project is different in the scope and scale, but our average build time is 12-13 weeks,” said Peel. “Investing in our customers is what we’re doing by buying a lot of this equipment on the front-end. This way there are no slow-downs or delays during the construction process as we approach the finish line with the project.”
One thing builders have learned through the years is that you can build a great-looking pool and still wind up disappointing the customer. There is an old saying ‘Perception is Reality’. The client experience has as much importance as the end product. Even more so when equating that to future referrals. How the customer felt about the pool building process and their builder will definitely correlate to them being brand ambassadors for that builder. Conversely, if the experience was a negative one, that builder can almost assuredly factor that customer experience costing them some business down the road.
How Pool Builders Are Creating Better Client Experiences
Paramount to creating that client experience is good communication and accountability. “It takes some builders a little time to get through permitting, or the communication may be off,” said Ryan Gunhouse, “It’s really about getting back to people in a timely manner and holding yourself accountable. Once you say you’re going to do something, hold yourself to that. We definitely pride ourselves on how fast we get things started. There’s good communication through every single phase. The build process is going smooth as long as we’re communicating well and setting expectations.”
Having hands-on visibility of all project phases means a better end product for the client. During the height of pool building season, ensuring that the process is running flawless means designing and permitting pools, scheduling construction phases, and overseeing proper execution at all job sites. It’s can be a daunting process for some builders who have to be a ‘Jack of all Trades’ out in the field. It’s a process that the team at Lakeside Custom Pools splits up so that they can divide and conquer their pool build schedule.
“Ryan gets the designs and all of the sales done. Lauren handles all of the permitting which is very difficult in the Austin market,” said Peel, “oftentimes I tell her to stop permitting so fast because then it transitions over to me and I handle construction. We’ve got three owners who are all OCD and perfectionists,” said Peel, “we all care a lot. Our names on everything and having each of us have a hand in it, there’s not many pool companies can say that to where they are dealing with the owners at every stage in the build process.”
Pricing a Pool During The Pandemic
“The typical price point of a pool last year is nowhere where it is today, a lot of that is Covid demand and people being backed up,” said Gunhouse, “what’s happening is there are so many people in the market looking for a pool. It’s also a hot real estate market, especially here in Austin, TX it’s been insane. Our phones are blowing up daily. The way that we’re keeping up with all of this influx of leads and referrals is to effectively communicate why the price is what it’s going to be. It’s really kind of helping us kind of balance out the amount of volume that we’re getting with the people that are actually able to build at the moment. Allowing those customers to prequalify themselves is helping us keep up.”
With a large influx of new homeowners in Austin coming from the California market, there has been even more demand for inground pools. This wave of migration to Texas is helping create a white-hot market for pool construction services. Consequently, it’s also been a similar case in regions like Dallas, Houston, and San Antonio. Keeping up with that spike in consumer interest while being a builder that keeps their word, will ensure longevity for continued interest long after the pandemic has come and gone.
The advice from freshman pool company, Lakeside Custom Pools is sound. Keeping promises, going above and beyond to over-deliver, and setting proper client expectations throughout the process with good communication being the key ingredients. Applying that type of mentality is essential for pool builders to form long-standing ties with the communities they intend to serve.
Listen to our entire interview with Lakeside Custom Pools on the Pool Magazine Podcast
Today’s consumers expect automation to make their lives easier – from adjusting their home thermostat to closing their garage door and cleaning with robotic vacuum cleaners, home automation devices are now the norm.
It’s only natural that this trend is taking hold in the pool industry, with pool owners looking for ways to make it easier and more efficient to maintain their pools and spas. But as a pool professional, have you considered how automation can make your job easier and help you grow your business?
Here are three tips for using automation to help take your pool business to the next level and provide your customers with outstanding service.
- Work smarter with advanced pool automation technology.
It’s called the “brain of the pool” for a reason. With an advanced pool automation system like the IntelliCenter® Pool Control System, connecting pool equipment like colored lights, water features, and more to the automation system is easy with features like a setup wizard with step-by-step instructions and autodetect technology. Pool automation allows you to effortlessly set automation schedules, monitor pool and spa status, and check water chemistry.
Whether tackling regular maintenance or something more complex, you can quickly troubleshoot problems, resolve issues, and get out of the backyard faster using an intuitive touch screen. The IntelliCenterPool Control System is the most versatile Pentair automation system, delivering the latest technology to pool servicers, builders, and homeowners.
“When the IntelliCenter System came out, it was much more user-friendly than the EasyTouch® System we used,” said Alex Karol of Lehigh Valley Aqua Pools in Northampton, Pennsylvania. “It was like going from a flip phone to a smartphone with a touchscreen and having everything at your fingertips.”
Customers with older automation systems who need an upgrade without replacing their whole system can use the IntelliCenter Upgrade Kit for IntelliTouch® and EasyTouch® Pool Control Systems to easily upgrade their older pool automation systems to the latest technology. With an Upgrade Kit, you get all the benefits of the latest system, including an intuitive touchscreen display that effectively shows functions in both day and nighttime modes.
Building on the product’s existing capabilities to bring these systems up to date allows professionals and pool owners to experience all the latest features of Pentair automation. Installation is easy: it installs on the current wiring and housing. Just change the bezel, board, and transformer.
With an Upgrade Kit, it’s easy to give your customers what they want and give yourself some new business as you continue adding upgrades to their pool equipment pads.
- Save time in the backyard while offering an effortless pool experience.
The days of staying after hours at your customers’ homes for impromptu fixes to the pool equipment pad are nearly over. Using Remote Monitoring, accessed through their Pentair Pro account, pool professionals can remotely monitor a customer’s pool and connect to equipment via the IntelliCenter Pool Control System.
“It gives us the opportunity to log in to the client’s pool to see if there are any error messages,” said Craig Horning of Infinity Pools & Spas in Lancaster, Pennsylvania. “If we see something that might be malfunctioning, we can address it early before it becomes a very large investment for the customer.”
Monitoring and controlling your customers’ systems remotely will potentially prevent extra service trips to customers’ backyards, and the benefits don’t end there. While you’re boosting your business by offering remote monitoring and white glove service to pool owners for an additional fee, they’ll enjoy an effortless and stressless pool experience. Because the system interfaces with mobile devices, it also offers pool owners convenient remote control from anywhere with the Pentair Home app.
- Ultimate peace of mind for your customers to enjoy water.
Pentair’s solutions offer a virtually hands-off, connected automation experience for consumers with pools of nearly any shape or size. And with the IntelliCenter system, pool owners can now control water features, monitor water chemistry, spot-clean their spa, and more – all from the comfort of their home using the Pentair Home app.
Homeowners currently using the IntelliCenter2 app are being migrated to the Pentair Home app in early 2024 for an improved and expanded app experience.
In the Pentair Home app, pool owners can access an easy-to-use dashboard on their smart device and receive alerts sent directly to their phones for peace of mind anytime, anywhere, so they can get back to enjoying their pool. The IntelliCenter Pool Control System is designed to easily accommodate new equipment add-ons as your customers’ backyard oasis grows.
Give your customers the technology they expect with the Pentair IntelliCenter® Pool Control System. Learn more about how IntelliCenter makes pool automation easier at pentair.com/intellicenterhub.
By: Rama Budampati, General Manager of Pool Automation and Sanitizers, Pentair
The pool industry has thousands of builders but at the same time, it’s still a relatively small industry where one’s reputation may proceed them. JC Escudero stands out in this regard for his transparency and honesty in explaining the dark side of the pool industry to his customers. The founder of J Designs Pool & Spa, a boutique pool construction firm in Los Angeles, Escudero has taken a unique approach to his craft. Unafraid to delve into the nuances of the pool construction process, he has become a vocal advocate for educating consumers about the dos and don’ts of building a pool.
A Departure From The Norm
Escudero’s journey into the pool construction business began with a revelation during his tenure at a large builder. He shares, “I used to work for a pretty large builder, and when we decided to open our own company, I knew exactly what I didn’t want to do. I didn’t want to do that type of volume. With that brings a lot of issues because you don’t have the time to really cater to that many clients and have the same attention to detail.”
His vision was clear – to be a boutique builder, focusing on craftsmanship, larger projects, and fostering better relationships with clients. The inception of J Designs marked a departure from the norm, a conscious effort to create a more personalized and quality-driven approach to pool construction.
As Escudero reflects on the genesis of his company, he recalls, “We knew we had a big market at the turn of the 2008 mortgage crisis, and we used to work more in the Riverside area.” However, economic downturns prompted a strategic shift. “People were not buying pools at that time. The economy was upside down,” he notes. Escudero decided to move to Los Angeles, specifically the San Fernando Valley, tapping into a lucrative market despite the challenging economic conditions of ’08.
Educating The Client
Escudero was eager to set himself apart with his commitment to openness and transparency with customers. Many pool builders shy away from discussing the potential pitfalls of the construction process, fearing it may deter potential clients. However, Escudero believes in addressing the elephant in the room. “I’ve always been a very straightforward person. I open my mouth. Sometimes I get in trouble by doing so, but at the same time, I like to tell people the way things are,” he explains.
Escudero emphasizes the importance of informing clients about the intricacies of pool construction. “There are key components that every pool needs and explain what those are. I tell my customers about the roadblocks that exist in pool construction and what they absolutely need to know,” he says. By laying out the challenges and limitations, Escudero ensures that clients are well-informed and their expectations are met without any misconceptions.
Developing a Library of Content To Educate Customers
To extend this philosophy beyond one-on-one interactions, Escudero and his team have created an educational system. Through blogs, articles, and videos on their website, they provide valuable insights into the pool-building process. “I decided with my wife Liliana to put it together in the form of an educational system for our clients so they can easily, by themselves at their leisure, watch videos or read blogs and articles to impart them with that knowledge,” he shares.
This dedication to education is rooted in Escudero’s desire to establish a bond with clients before even meeting them. “When I get to their house, they already know me. There’s already a bond without even meeting them,” he states. By fostering this connection, Escudero ensures that clients are comfortable and well-informed, setting the stage for a successful collaboration.
One of Escudero’s videos called “The Dark Side of the Pool Industry” discusses issues that can come up with hiring unlicensed contractors, dealing with permitting hurdles, and how misinformation can lead to confusion and dissatisfaction.
Addressing the Elephant in The Room, Unlicensed Builders
One of the critical issues Escudero addresses is the prevalence of unlicensed builders in the pool industry. In one of his videos, he unveils a startling fact – the swimming pool industry boasts the highest number of complaints to the California State License Board (CSLB). He attributes this to the influx of unlicensed individuals posing as contractors, taking advantage of unsuspecting clients.
Escudero’s concerns go beyond merely acknowledging the problem; he actively seeks solutions. “The industry has been taken by a lot of scammers that don’t have a license that claim to be contractors. That happens everywhere, not only in California,” he points out. His website serves as a platform to guide consumers on what to look for in a contractor, stressing the importance of licenses, insurance, and adherence to the law.
Escudero’s commitment to transparency extends to the financial aspects of pool construction, particularly the often-misunderstood issue of payment schedules. He addresses this concern with a straightforward perspective, stating, “I get a lot of the times clients asking about payments, and I tell them payments are supposed to be by law, not 30% upfront like they charge in some markets. Who in the right mind is going to give you $40,000 upfront?”
A License May Not Be Enough
“Just having a license is not enough,” Escudero asserts. He acknowledges the shortcomings in the current licensing system, where individuals can obtain licenses with minimal knowledge of the trade. This, he believes, contributes to the industry’s negative reputation, leading to client dissatisfaction and distrust.
In his pursuit of improving the industry as a whole, Escudero doesn’t shy away from sharing the less glamorous aspects of the trade. He urges consumers to be vigilant, emphasizing the need for proper payment schedules, a clear understanding of construction processes, and awareness of potential red flags.
“Telling the story that way helps me and helps set my company apart automatically from the bad name or the hush-hush underground things that are going on,” explained Escudero. Through his unwavering commitment to education and transparency, JC Escudero is not just building pools; he’s constructing a foundation of trust in an industry that at times can be clouded with uncertainty.
Listen to our entire conversation about The Dark Side of the Pool Industry with JC Escudero on the Pool Magazine podcast.
Riverbend Sandler Pools (“Riverbend”), the leading residential pool construction, service, and maintenance provider in the Dallas – Ft. Worth metroplex, and a portfolio company of Concentric Equity Partners (“CEP”), announced the acquisition of Hauk Custom Pools, (“Hauk” or the “Company”), a Celina, TX-based provider of pool construction, remodeling, and repair services. Riverbend will be acquiring Hauk from Owner, and long-term pool industry veteran Robby Hauk, who will remain with the Company in his current leadership role for the long-term future and retain a substantial individual ownership stake.
Hauk Custom Pools is a leading residential pool construction brand in the Northern DFW market and has been a PSN Top 50 Builder for many years. Hauk was founded by Robby in 2001 after he spent several years working as a design consultant with Riverbend Sandler Pools. It’s great to see how the relationship has come in full circle and the Riverbend Group was able to partner with Robby after all these years. Hauk is a true leader in the Northern DFW area and has built over 4,000 pools. The Hauk brand and its employees will continue the pursuit of outstanding quality and service.
“While looking for the right partner to help me grow the business and add additional services, it was important to find someone that had the same values as Hauk pools”, said Robby Hauk. “Knowing the history of Riverbend and what they have accomplished with other acquisitions, led me to get comfortable with those discussions”.
“Robby and the Hauk team have continued to build a strong presence in the Northern DFW market, an area we have been wanting to build out at Riverbend” said Riverbend Sandler CEO Bruce Mungiguerra. “We’re excited to continue building on the Hauk name and adding additional services such as service repair and weekly pool maintenance to the brand”.
Adam Lucas, Principal at CEP, adds: “We have tremendous respect for what Robby has built over many years and the success he has achieved with Hauk”. “We’re honored he chose us to partner with the Hauk platform going forward and excited to partner with his leadership team”.
More News About Riverbend Sandler Pools:
- Riverbend Sandler Pools Announces Acquisition Of Pulliam Pools
- Claffey Pools Acquired by Riverbend Sandler Pools
- Riverbend Sandler Announces Acquisition of Crystal Clear Custom Pools
- Riverbend Sandler Announces Acquisition of Pool Steward
About Hauk Custom Pools:
Headquartered in Celina, TX, and serving the Northern area of the DFW Metroplex, Hauk is a premier provider of residential pool construction and renovation, services. Founded in 2001, Hauk has been a leader in custom pool design and installation of some of the most impressive pools built in the metroplex. While Hauk has been in business for over 20 years, the business is stronger than ever and growing annually. For more information on Hauk, visit www.haukcustompools.com
About Riverbend Sandler Pools:
Headquartered in Plano, TX, Riverbend Sandler Pools is the leading residential pool construction, service, and maintenance provider in Dallas Fort Worth. The Company differentiates through its specialized and high-touch design process, commitment to quality craftsmanship and customer service, and established track record of success. The Company was founded by Charles Barnes in 1981 and grown over a successful period of more than four decades to become one of the largest pool builders in the Southwest U.S. Riverbend Sandler’s guiding philosophy has always been: “Don’t cut corners, take a little more time to build it right and never compromise quality craftsmanship.” For more information on Riverbend Sandler, visit www.riverbendsandler.com.
About Concentric Equity Partners:
Concentric Equity Partners is a private investment firm that partners with leading middle market companies by providing capital and strategic advisory to accelerate long term value creation. Concentrics approach is simple: support entrepreneurs and operators by providing the resources required to achieve extraordinary results. The firm’s investment team is made up of individuals with distinguished track records as operators and professional investors across a variety of growth oriented middle market companies. Concentric Equity Partners is the direct investing arm of Financial Investments Corporation, a private asset management firm and family office with over $2 billion in investment commitments under management. Financial Investments Corporation was founded in 1994 by father and daughter Harrison and Jennifer Steans and has been partnering with private companies for more than 25 years. For more information on Concentric, visit www.ficcep.com
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