Pool Owner Report

Find out what pool owners really think

Our new Pool Owner Report reveals what matters most to your customers—straight from the source. Learn how to win more business, keep clients longer, and stand out from the competition.

What pool owners really want

Service quality, clear communication, and reliability top the list when it comes to hiring and keeping a pool pro.

Price matters—but so does trust

Transparent pricing and clear expectations are key drivers of customer loyalty and long-term relationships.

Tech isn’t optional anymore

Modern tools for scheduling, billing, and communication are now make-or-break factors for many homeowners.

Stand out by solving what others miss

Inconsistent service is the biggest complaint—fix it, and you’ll have a serious edge over the competition.

Download the report

9 takeaways from our pool owner survey

81%

say consistent service is what keeps them loyal.

60+%

more likely to hire pros using modern software.

85%

are open to or supportive of a plus chems pricing model.

54%

prefer credit card payments.

98%

are willing to set up AutoPay.

44%

say inconsistent service quality is their biggest frustration.

70%

of DIYers cite price as the reason they don’t use a pro service.

63%

of hybrid users would pay more for automation.

86%

cite expertise as the primary reasons for hiring a pro.

The top insights from the 2025 Pool Owner Report

Despite the higher income bracket of pool owners, price sensitivity impacts how consumers choose pool care solutions.

Pool owners are cost-conscious about ongoing maintenance. Many weigh price heavily when choosing a service provider or deciding between DIY and hiring a pro. This indicates that while quality matters, pricing models need to be transparent and justified with value.

Customer openness to plus chems pricing signals an opportunity for change.

Many pool owners are open to a service model where chemicals are billed separately from service. This approach can create more transparency, help pool pros protect their margins, and allow customers to better understand what they’re paying for—potentially improving satisfaction on both sides.

Technology is a big upside for customers, with the vast majority saying they’re significantly more likely to hire pool pros who use modern software.

Consumers strongly prefer service providers who use technology to streamline communication, billing, and scheduling. Pool owners see modern software as a sign of professionalism and reliability, and it’s becoming a key differentiator in who they choose to hire.

Capitalizing on common customer frustrations could be a path to growth for service providers.

Inconsistent service quality and poor communication are among the top pain points cited by pool owners. Providers who address these issues head-on—by offering clear expectations and regular updates—stand to win customers who are ready to switch for a better experience.

AutoPay is a popular option among consumers and a great opportunity for pool pros.

The majority of pool owners say they prefer the convenience of AutoPay, and many already use it for other household services. For pool pros, enabling AutoPay isn’t just about convenience, it also reduces administrative burden, improves cash flow, and supports a more professional, modern customer experience.

How people hear of their pool pros varies widely between segments, and pool pros should adjust marketing strategies to reflect this.

Word of mouth still plays a big role in customer acquisition, but its importance varies by region, age, and whether the pool owner is new or experienced. Savvy pool pros can grow by tailoring their marketing approach to match how their ideal customers find and choose service providers.

Pricing insights and how pool owners pay for pool care.

From flat monthly fees to variable billing based on service and chemicals, payment models are far from one-size-fits-all. Understanding customer preferences can help pool pros refine their offerings and build stronger customer relationships.