Johnson Pools is a custom gunite pool builder based in Odenton, Maryland. Their focus is on pool environments, not just the pool itself. They have a landscape designer and all their crews under one roof, leading to a more streamlined client experience with the ability to constantly monitor project timelines and quality.
The Goal: Grow The Business By Increasing Average Project Size
When Johnson Pools first came to us in 2017, they were looking to increase their call volume. After getting them the lead volume they wanted, they quickly realized they did not have the time to call every lead. In addition, Johnson Pools did not want to expand their team and do more projects. They wanted to grow by increasing the average project size.
With increasing costs of pay-per-click advertising and fierce competition in the area, we came up with a strategy combining SEO, paid social media, and display. As the ability to segment a Facebook audience based on key demographics was eliminated, we relied on past data and customers to generate custom audiences that allowed us to laser-focus on the target customer for Johnson Pools.
People were finding Johnson Pools’ website organically and submitting their information, but a lot of them still weren’t a good fit. We didn’t want to prevent anyone from contacting Johnson Pools, so the main contact form was left unchanged. To help people self-filter, leads were emailed a survey [after submitting their info] that was required for contact. We developed key questions with the client that would help identify best fits and filter out poor fits. Poor fits were thanked and e-mailed to allow time to focus on the best fits.
Within two years of implementing the survey, Johnson Pools increased their minimum project size from $90,000 to $185,000.
They are still doing the same amount projects per year, maintaining their reputation as a boutique custom pool builder.