How Pool Builders Can Stop Chasing Cheap Jobs

Why Most Pool Builders Are Stuck Competing on Price

If you’re building pools in Brisbane or the Gold Coast, you know the drill. You spend three hours driving to a site, measuring up, and drafting a quote, only for the homeowner to tell you they found someone else who will do it for $10,000 less.

It’s frustrating. You know your work is better, your concrete is thicker, and your equipment actually lasts. But to the average customer, a pool is a pool.

If you want to stop fighting over scraps and start winning the $150,000+ luxury projects, you have to stop acting like a commodity. High-end clients don’t buy on price; they buy on trust, reputation, and the feeling that you are the expert who won’t ruin their backyard.

Here are the biggest mistakes I see local pool builders making that keep them trapped in the "budget" bracket, and exactly how to fix them.

Mistake 1: Your Website Looks Like a 1990s Brochure

High-end clients are researchers. Before they even call you, they’ve spent hours on Pinterest and Instagram. When they land on your website, they are looking for a reason to trust you with their life savings.

If your website is slow, looks messy on a phone, or features blurry photos of a half-finished shell in Carindale, they’ll leave in seconds.

The Fix: You need professional photography. Not iPhone photos—real, professional shots of finished projects with the landscaping done and the water sparkling. High-end clients aren't buying a hole in the ground; they’re buying a lifestyle. If your website doesn't look expensive, they won't believe your pools are worth the premium price.

Mistake 2: You’re Buying "Cheap Leads" from Comparison Sites

I’ve seen so many pool builders waste thousands of dollars on lead-generation sites that promise "5 new enquiries today."

The problem? Those sites are designed for people looking for the lowest price. You’re competing against five other builders for a customer who is literally clicking a button that says "Get the cheapest quote."

Instead of renting space on someone else's platform, you need to own your customers by building your own reputation. When a lead comes directly to you because they saw your work or heard your name, the price conversation becomes secondary. They want you, not just a pool.

Mistake 3: Your Brand Doesn't Say "Premium"

Everything a potential customer sees needs to scream quality. This starts with your physical presence.

I recently spoke with a builder in Ascot who couldn't understand why he wasn't winning luxury jobs. I looked at his setup: his ute was beat up, his logo was a generic clip-art wave, and his team showed up to quotes in stained singlets.

Think about it—if you’re asking someone to hand over $200k, you need to look like a $200k business. Investing in your image is one of the fastest ways to justify a higher price tag. For example, you can easily improve your ute signage to ensure that every time you’re parked at a job site in a nice suburb, you’re actually attracting the neighbours, not just taking up space.

Mistake 4: You Talk About Specs, Not Solutions

Low-end builders talk about pump brands, filter sizes, and concrete MPA. High-end clients don't care about that—they expect that stuff to be perfect as a baseline.

What they care about is: How will this pool look with my outdoor kitchen? Can you manage the council approvals and the glass fencing so I don't have to? How will the lighting look when I’m entertaining guests at night?

Most builders just put a few testimonials on their site. To win the big jobs, you need more. You need video walk-throughs of your best projects. You need to show your face and explain why you made certain design choices. When people see you as a local authority who knows the Brisbane climate and soil conditions, they stop questioning your quote and start asking when you can start.

More Profit: You can charge a 10-20% premium over the budget guys just because of your reputation. Better Clients: High-end clients generally have more realistic expectations—they know quality costs money and they are less likely to nitpick over $500. Less Stress: Instead of juggling 20 cheap, stressful jobs, you can focus on 5 or 6 high-quality projects that actually make you money.

How Much Will This Cost?

Moving into the high-end market isn't free, but it's an investment, not a cost. Professional Photos: Expect to pay $1,000 - $2,000 for a proper shoot of a finished project. It will pay for itself with the first job it wins you. Website Update: A site that actually converts visitors into customers might cost a few thousand dollars, but it works for you 24/7.

• Branding: Getting your logo and vehicle signs right is a one-off cost that lasts years.

How Long Until You See Results?

You won't become the top luxury builder in Brisbane overnight. However, I’ve seen businesses change their entire trajectory in 3 to 6 months by simply upgrading their photos and fixing their website.

The first step is always the hardest: deciding that you are no longer going to compete for the "cheap" jobs.

What Should You Do First?

1. Audit your photos. If they aren't great, hire a photographer for your next finished project. 2. Look at your ute. Is it a rolling billboard for a quality business, or does it look like a scrap metal collector? 3. Update your website. Make sure the first thing people see is your most expensive, beautiful work—not a list of services.

Stop wasting time on people who don't value your skill. If you want to grow your pool building business and finally start making the margins you deserve, it's time to change how the world sees you.

Want to get more high-end enquiries for your pool business? At Local Marketing Group, we help Brisbane tradies and builders stop chasing leads and start winning the jobs they actually want.

Contact us today to see how we can help you grow.