You have to reevaluate your pricing structure.

The Pricing Wars: Why Racing to the Bottom Hurts Everyone

In the pool service industry, there's always going to be someone willing to do the job cheaper. But as seasoned professionals know, competing solely on price is a recipe for disaster—both for your business and your clients' pools. The latest episode of Talking Pools Podcast tackles one of the most challenging aspects of running a successful pool service business: dealing with competition while maintaining profitable pricing structures.

Whether you're a veteran pool pro or just starting out, you've likely encountered the dreaded 'low-baller'—that competitor who swoops in with impossibly low prices, leaving you wondering how they can possibly make money. The truth is, they probably can't, at least not while providing quality service.

Understanding Your True Costs: The Foundation of Smart Pricing

Before you can compete effectively, you need to understand exactly what it costs to service each pool. This isn't just about the time you spend on-site—it's about chemicals, equipment wear, travel time, insurance, and all the hidden costs that inexperienced operators often overlook.

So a lot of these people don't understand that, like, I might be giving you three gallons of chlorine a week if you're a 30,000 gallon pool or, you know, two gallons of chlorine if you're a 20,000 gallon pool a week. So that's a lot. Yeah. So with this, like, I have to figure out like, hey, what is that cost?

— Steve, Talking Pools Podcast

The key insight here is that pool size directly impacts chemical costs, and many service providers fail to account for this properly. A systematic approach to pricing based on pool volume and actual chemical usage ensures you're not losing money on larger pools while overcharging smaller ones.

One innovative approach discussed involves using Google Earth to measure pools before even visiting potential clients. This allows for accurate pricing upfront, saving time for both the service provider and the homeowner.

When Competition Gets Ugly: Dealing with Bad Actors

Not all competition is created equal. While healthy competition can drive innovation and keep everyone sharp, there are those in the industry who engage in practices that hurt both competitors and customers.

For me, like, I think if you're doing bad business, that sooner or later, that's going to come out. And if you're doing pools for 20, $25 a stop, like an undercutting people, I don't ever. I understand that there's zero chance that I'm ever going to be the cheapest guy in the game.

— Steve, Talking Pools Podcast

The reality is that extremely low pricing often correlates with poor service quality. Service providers charging $20-25 per visit simply cannot afford to properly maintain water chemistry, use quality chemicals, or spend adequate time at each property. This creates a cycle where pools suffer, clients become frustrated, and the entire industry's reputation takes a hit.

Rather than engaging in price wars, successful pool professionals focus on education—helping clients understand the value of proper chemical balance and regular maintenance. This approach naturally weeds out price-only shoppers while attracting clients who value quality service.

The Amazon Effect: Navigating Equipment Sales and Warranties

The rise of online retailers like Amazon has fundamentally changed how pool equipment is bought and sold. Clients now come armed with price comparisons, often questioning why a pump costs $150 from their pool guy when Amazon sells it for $100.

This shift has forced pool professionals to reconsider their equipment sales strategies. Some have adapted by focusing on service and installation value rather than equipment markups. Others have found creative solutions, like recommending Amazon purchases for certain items where installation isn't complex.

So I actually recommend now people go to Amazon if they want to buy a new robotic cleaner and buy a robotic cleaner and get the Amazon warranty. Because like I'm not installing this vacuum. Like there's no installation. What am I? What did I fucking plug it in for you?

— Steve, Talking Pools Podcast

The key is being honest about where you add value and where you don't. For simple plug-and-play equipment, directing clients to Amazon might actually build trust and free up your time for more profitable activities.

Building Relationships in a Competitive Industry

Interestingly, competition doesn't always have to be adversarial. At the manufacturer level, companies that compete directly often maintain professional relationships built on mutual respect.

I always had a good, healthy relationship with our competition. A good, friendly, respectful attitude towards them. I got that back from them, too. We knew we were all in the same kind of business. We knew what our respective companies could do and couldn't do.

— Wayne, Talking Pools Podcast

This mature approach to competition recognizes that there's room for multiple players in the market. Rather than bad-mouthing competitors, successful professionals focus on their own strengths and honestly acknowledge when a competitor might be better suited for a particular job.

This doesn't mean being naive about aggressive competitors, but it does mean taking the high road and letting quality work speak for itself. Over time, word-of-mouth referrals from satisfied clients become more valuable than any price-cutting strategy.

Competing Against Yourself: The Ultimate Strategy

Perhaps the most important insight from this discussion is the concept of competing against yourself rather than against others. This mindset shift changes everything about how you approach your business.

But you're really competing against yourself, you know? And once you understand that, and, you know, I'm only going to be able to do what I can do. So if you do good business, and you get other people to recommend you word of mouth, then it doesn't matter how much you charge.

— Steve, Talking Pools Podcast

When you focus on continuous improvement—better service, more efficient routes, deeper knowledge, stronger client relationships—external competition becomes less threatening. Clients who value quality service are willing to pay premium prices for it.

This approach also leads to better client retention. Customers who hire based on the lowest price are likely to leave for an even lower price. Customers who hire based on value and results tend to stay loyal for years.

The Long-Term View: Building Sustainable Success

The pool service industry is ultimately about relationships and expertise, not just competitive pricing. While it's important to remain price-competitive within your market, focusing solely on being the cheapest option is a path to burnout and business failure.

Instead, successful pool professionals build their reputation on:

• Consistent, reliable service
• Expert knowledge of water chemistry
• Proactive communication with clients
• Fair, transparent pricing
• Professional appearance and equipment

These factors create value that goes beyond price and builds the kind of client loyalty that sustains a business through economic ups and downs.

The most telling indicator of this approach's success is when potential clients say they expected to pay a premium for quality service. This shows that your reputation has reached a point where quality, not price, is the primary consideration.

As the pool industry continues to evolve with new technologies, changing customer expectations, and economic pressures, those who focus on value creation rather than price competition will be best positioned for long-term success. The race to the bottom benefits no one, but the climb to the top—through expertise, service, and professionalism—creates opportunities for everyone willing to make the effort.

Episode Chapters

• 00:00 Introduction
• 05:30 Dealing with Competition
• 12:45 Understanding True Costs
• 18:20 The Amazon Effect on Equipment Sales
• 25:10 Pricing Strategies and Client Education
• 32:40 Building Professional Relationships