Ideal Customer Profile – Saddleback Mountain Pool and Spa Service Demographics - Age: 35–65 years old - Gender: Split fairly evenly, but often women manage home service providers - Income: $150,000+ household income - Property Type: Single-family homes with swimming pools or spas (often valued $1M–$3M+) - Household Size: Families with children, dual-income professionals, or empty nesters who entertain often - Location: South Orange County, CA (Irvine, Lake Forest, Rancho Santa Margarita, Coto de Caza, Dove Canyon, Ladera Ranch, Rancho Mission Viejo, etc.) Psychographics - Value reliability and professionalism—they want someone who shows up every week without excuses. - Pride in their backyard—see their pool/spa as part of their home’s lifestyle and an investment in family enjoyment. - Busy lifestyle—career, kids, travel, or social commitments mean they don’t have time (or desire) to manage their own pool. - Motivated by quality and trust—they’d rather pay more for peace of mind than risk poor service. Top Pain Points (That You Solve) 1. Unreliable or inconsistent service – Technicians who skip visits, don’t communicate, or rush through jobs. 2. Dirty or unsafe water – Cloudy water, algae growth, or equipment not maintained properly. 3. Lack of trust and professionalism – Previous providers using subcontractors, not being insured, or leaving customers in the dark about what was done. Buying Triggers - New pool ownership – They just bought a home with a pool and need reliable service. - Bad past experience – Fed up with a “cheap” or unreliable pool guy who skipped stops. - Seasonal stress – Pool problems show up in spring/summer when the family wants to swim or they’re hosting guests/parties. Common Objections & Counters 1. “You’re more expensive than others.”→ “Yes, but we never skip stops, always vacuum, and have more 5-star reviews than anyone else in Orange County. You’re paying for reliability and a spotless pool every week.” 2. “Can’t I just do it myself?”→ “Many of our clients tried that and found it eats up their weekends. We save you time, prevent costly mistakes, and keep your pool swim-ready all year.” 3. “How do I know I can trust you?”→ “We’ve been in business 29 years, serve 400+ families, and use only in-house employees—never subcontractors. Our reputation speaks for itself.”

Hi All! Craig Shiner Owner of a residential pool service and repair company in Southern California. Lead generation is SEO, GBP, Yelp (love hate relationship) and Referrals. Learning to scale my business from $1MM to $2MM in in the next 18 months.