Search for “pool leads” and you will find two very different products. One is a lead you buy that is also sold to other builders. The other is an inquiry that comes to you because a homeowner chose your company. Both are called leads. They do not close at the same rate.
How shared leads work
A lead marketplace runs ads and directory listings, collects homeowner requests, and sells each one to several companies in the area. You pay per lead or by subscription, usually whether or not you reach the homeowner.
Upsides:
- Fast to start
- No marketing setup needed
- Can help a new company get some activity
Downsides:
- The homeowner gets several calls at once and may stop answering
- Speed matters more than fit, so you are racing other builders
- Price shoppers are common
- You build no lasting asset: when you stop paying, the leads stop
How exclusive leads work
Exclusive leads come from marketing you own: your website, Google Business Profile, Search and Local Services Ads, social, and referrals. The homeowner picked you on purpose.
Upsides:
- No race against other builders for the same inquiry
- The homeowner has already seen your work and reviews
- SEO, reviews, and content keep producing after you have paid for them
- You control the brand, the message, and the budget
Downsides:
- Takes setup: a good website, tracking, and campaigns
- SEO takes months to mature
- Cost per lead can look higher at first
Compare on cost per signed project
The only number that matters is what it costs to sign a pool. Use this formula for each source:
Cost per signed project = total spend on the source ÷ projects signed from it
To get there you need:
- Spend by source for a period, such as a full season
- Leads by source, tracked with call tracking and form tracking
- Projects signed by source, from your CRM or sales records
A source with cheap leads and a low close rate can end up far more expensive per project than one with pricier leads that close well. Run the numbers on your own data before deciding.
A practical approach
- New company with no web presence: shared leads can provide early activity while you build your own lead flow. Track them closely.
- Established builder: invest in channels you own. Use paid search and Local Services Ads for demand now, and SEO and reviews for cheaper leads later.
- Any builder: track every lead to a signed project. Without that, every decision is a guess.
How Poolside builds exclusive pool leads
We generate pool builder leads that belong to you, from your website, search, ads, and reviews, and track every call and form in PoolsideIQ so you can see cost per lead and lead quality by source. Learn more about our pool builder leads program or book a free strategy call.
Frequently asked questions
What are shared pool leads?
Shared pool leads are homeowner inquiries sold by a lead marketplace or directory to more than one pool company. Several builders pay for the same homeowner and compete to reach them first.
What are exclusive pool leads?
Exclusive pool leads come only to your company, usually from your own website, Google Business Profile, ads, or referrals. No other builder receives the same inquiry.
Should pool builders buy leads at all?
Bought leads can fill gaps, especially for a new company. But most builders get better long-term results from building their own lead flow through search, ads, reviews, and referrals, and use bought leads only if the numbers prove out.