When the financial crisis of 2008 threatened to strain River Pools, Marcus Sheridan made a decision that not only saved his business but also reshaped how an entire industry thinks about marketing. Today, Sheridan is recognized as one of the foremost voices in digital sales and marketing strategy, a sought-after keynote speaker, and the author of They Ask, You Answer—a book that has become required reading for business owners looking to thrive in the digital age.
Sheridan co-founded River Pools in 2001 with two partners, starting with modest ambitions and a broad focus that included above-ground pools, hot tubs, and a retail store. Things were steady, but when the recession hit, the future of the company looked bleak.
“It looked like we needed to file bankruptcy,” he recalled. “It was during this time though, that I really started to just learn more about the way the digital buyer was evolving.”
The Strategy That Changed Everything
Instead of retreating, Sheridan dove into inbound marketing, drawing from resources like HubSpot, and quickly realized the path forward was through answering every single question potential buyers had ever asked.
“We said, ‘We’re gonna become like the Wikipedia of fiberglass pools. If anybody has a question, good, bad, or ugly, we’re gonna address it. We’re gonna own it with text and with video. We’re just gonna go full send on this.’”
That approach transformed River Pools into the most visited swimming pool website in the world. One of the most impactful moments came when he addressed the question most pool companies avoided: pricing.
“This is literally the first question everybody wants to know,” he said. “We were the first pool company in the world to address how much an in-ground pool costs on our website.”
That one article, written in 45 minutes at his kitchen table, has generated over $35 million in revenue.
Why the Industry Still Resists
Even with proof in hand, many contractors still avoid talking about pricing. Sheridan says it comes down to three myths: every job is different, competitors will use it against them, and customers will be scared off by the cost.
“Just doing that [explaining cost variables] induces a ton of trust,” he said. “And if your competitors don’t already know your pricing, they’re asleep at the wheel.” But perhaps the most critical insight is this: “What we know scares people away is when they can’t find any information on pricing.”
Creating Tools for the Modern Buyer
Today’s buyer doesn’t want to speak to a salesperson until they’re ready. Sheridan calls them the “self-service buyer,” and he built PriceGuide.ai to address their expectations.
He shared a case study from AE Pools & Landscape, which added a pricing estimator to its website in early 2024. “Last year they got 400 leads for the entire year. This year, they’ve gotten 1,200 leads so far. They closed 300 sales and have $5 million in the pipeline.”
That $200 tool, he said, took the company from $3 million to a projected $10 million in one year.
Where AI Is Taking Us Next
Sheridan believes AI will soon be a standard part of how consumers shop for contractors. “Homeowners are going to tell their AI assistant, ‘We want a swimming pool. Research the local companies, give us estimates, and tell us who you’d choose and why.’”
And the contractors who don’t have price estimators? “You don’t get the recommendation.”
He’s confident in his prediction: “Within five years, 90% of all swimming pool companies will have a pricing estimator on their website. Mark my words.”
Missed Opportunities in Video
Asked about the most common marketing mistake contractors make, Sheridan didn’t hesitate: “Video, lack of. It’s not close.”
He believes YouTube may soon be more important than a company website. One-to-one video, project documentation, and consistent short-form content all help create trust.
“The first time the homeowner sees the salesperson’s face shouldn’t be when they walk up the driveway. Shame on you if that’s the case.”
He emphasized the need to document every job. “We’re one of the most visual products in the world. If you’re not taking video of every job—before and afters, showing the process—you’re missing the boat.”
Why You Should Talk About the Competition
Sheridan doesn’t shy away from comparison content, even if it means steering a prospect toward a different product or competitor.
“If somebody asks, ‘Are there other pool builders you’d recommend?’—am I gonna ignore it? No, because they’re not ignoring it.”
River Pools even built a quiz tool that sometimes recommends vinyl or concrete—though they only sell fiberglass. “Why would we do that? Because that’s what buyers want. And I generate way more leads because of it.”
Becoming a Trusted Brand
In Sheridan’s view, being known and trusted isn’t optional—it’s survival. “The most important thing you can do for long-term success is build a known and trusted brand in your market. If you’re not known, and if you’re not trusted, you will fail.”
He urges contractors to stop outsourcing everything and start participating directly in brand-building.
“Stop waiting for somebody else to build your brand. You gotta have a dog in the fight. You gotta be the one to hit record often.”
Looking back, Sheridan says the tactics he used in 2009 wouldn’t be enough today. Text-based blog posts and a few YouTube videos were groundbreaking then, but social media, short-form video, and AI tools are now essential.
“You can’t just answer your customer questions on your website and think that will be enough. It’s not. You’re gonna have to do more than that. If you wanna scale to big numbers, you’ve gotta think more like a media company.”
But even as the tools evolve, the philosophy stays the same: meet buyers where they are.
“Everything your buyer wants—those are the same things you want. You wanna watch video when you’re researching? Meet the consumer where they are. It doesn’t matter if you think you have a face for video or not. You’re still gonna ask them for money, so you better hope they trust you.”
For Sheridan, the future belongs to pool companies that embrace that mindset. “You’re not just a construction company. You’re a sales and marketing company. If you’re not known and trusted, you won’t last. But if you lean into what your buyers really want, you’ll be amazed at how much your business can grow.”
Ready to take a deeper dive?
Listen to our entire conversation with Marcus Sheridan on the Pool Magazine Podcast.
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