Pool builder social media: what to post between builds

Pool buyers research for a long time. They save pools on Instagram in winter, ask friends in spring and sign in summer. Your feed needs to be worth following for all of that, not just on the day a pool fills. The trick is that every pool you build gives you a dozen posts, from the dig to the first swim, if you photograph it as you go.

The reveal: one per pool

The finished-pool video is the post that brings messages. Shoot it after the water clears and the deck is clean, with one set at dusk when the lights come on. Open on the house, move across the water to the spa or feature, and end on the seating or the view.

You do not need a videographer for this. Send the photos to Vizzmo and get a vertical video back in 48 hours, with music and your logo. The first one is free.

Build progress: the posts that fill the months

1. Layout day: the paint lines on the grass, with "Here's where it's going."
2. Dig day: the excavator moment. These get shared.
3. Steel and plumbing: shows the work buyers never see.
4. Gunite or shell set: the shape appears.
5. Tile and coping going on.
6. Plaster and fill: the first water.
7. The first swim, with the client's permission.

Proof that you finish well

1. A Google review on a photo of that client's pool.
2. "Five years later": a pool you built that still looks new.
3. Your warranty and what it covers, in plain words.
4. A walk-through with the owner explaining their favorite feature.

Tips buyers search for

1. Gunite vs fiberglass vs vinyl, honestly.
2. What a pool really costs in your area, and what pushes the number up.
3. How long a pool build takes, month by month.
4. Salt vs chlorine.
5. What to plan before the dig: fences, access, permits, landscaping.
6. Features that are worth it and ones that are not.

Seasonal calendar for pool builders

• January to March: "Book now to swim by summer." Run your best reveal video as an ad.
• April to June: progress posts from current builds, and reveals as they finish.
• July and August: first swims, parties and evening lighting.
• September to December: design consults for next year, and a year-in-review of every pool.

For the full weekly plan, see social media marketing for construction companies, and for advertising with your own pool videos, see pool builder marketing.