Thanks to AQUA's 2026 State of the Industry Report, we’re seeing hard evidence of another shift in the pool-buying market: 75% of survey respondents said customers are more price-sensitive than they were a year ago.
But that raises new questions: How does greater price sensitivity impact the sales pitch? And how can pool builders leverage financing options to help clients create the backyards of their dreams while staying mindful of the shifting market? We spoke to Luis Alcazar of Cody Pools and Chris Taylor of Texas Tropic Pools to get some answers.
Both companies have offered financing for several years, which has greatly benefitted their customer base, the types of projects they’re able to take on, and the impact they leave on their clients.
Perhaps Taylor puts it in the most succinct words: “With the option of financing, clients don’t have to leave out things they’ve always wanted. They don’t have to settle.”
With this customer-first mindset, both Alcazar and Taylor have adapted their sales pitch to an ever-changing pool market, particularly as economic conditions shift and budgets grow tighter.
THE FINANCING LANDSCAPE
For the most part, Alcazar reports, clients are adjusting their expectations. “I think they’ve accepted that what they see today is the way it’s going to be,” Alcazar says, who has watched customer attitudes shift over his three years with Cody Pools. “The financial environment we’re in right now, I think we’re far enough away from COVID that people are no longer expecting to get a 2% or 3% interest rate on their house, for example. The higher interest rates being offered today have become the norm.”
Taylor concurs. “I try to explain to customers that the cost of goods and services is going up faster than their interest rates are coming down, so they’ll pay more if they wait.”
This is where financing comes in, an option that Alcazar would call “the default” nowadays for most of his customers. “Most customers are not paying out of pocket for their projects, so they really need to understand how they can make their vision and their dreams come true,” he says. “In some cases, that means finding areas where we can cut back, without really undoing the nucleus of what they liked in the project.
“So financing is extremely important. Customers want to understand who offers the best financing products, what incentives are out there, and what will make this process smooth and easier for them.”
PITCHING SUCCESS
The meat and potatoes of our research comes down to the sales approach. In Alcazar’s case, addressing price sensitivity and financing options starts early in the process. “My first in-person meeting with the client is to ask them about how they’re planning to pay for their project and if they need any recommendations for financing.”
It’s not just an added question to his sales pitch, it’s ingrained in the process, because the financing options provided by his lending partner, Lyon Financial, open up new possibilities for the project. That early discussion allows him to tailor the conversation to each client, helping them understand exactly what they can afford.
“When you talk about budget, you can’t always go with the overall cost,” Taylor adds. “The average customer won’t necessarily know what that equates to in the short term as far as monthly payments, so you break down the entire project and each price.”
But beyond budgets, today’s financing landscape opens up new conversations about the messages that resonate most with customers. “I try to get a feel for the type of lifestyle a customer has and wants,” Alcazar says. “The question of lifestyle usually resonates.”
A good example of this, he continues, can be found in something as seemingly routine as the pool’s cleaning system. Some customers welcome a more hands-on approach to maintenance, while others are upfront about wanting as little upkeep as possible. Understanding that preference, Alcazar says, helps steer the conversation toward options that fit each customer’s lifestyle and budget.
Taylor agrees. “When I meet with a customer, a lot of that initial conversation doesn’t even have to do with the pool — it’s talking about the budget and their overall vision for the outdoor space. Do they want an area where their kids can practice baseball? Football? When they’re standing in their kitchen or living room, what’s their expectation as far as looking out of those windows? What do they want to see?”
This approach isn’t necessarily new and shiny, but it doesn’t have to be to deliver results. Even facing tighter budgets, it’s clear that shaping the sales pitch around a physical manifestation of each clients’ lifestyle continues to be a tried-and-true strategy in 2026.
Of course, it’s also worth noting the ways this can lead to some tougher conversations. What do you do, for example, in the face of a budget that may not allow you to meet stubbornly high expectations?
“Honesty,” Alcazar admits. “You have to have an honest dialogue to say, ‘I’m happy to design anything you wish, but these are the costs.’ I give clients a breakdown of the key elements of their project, based on what they’ve asked for, and let them make the decision.”
In a similar fashion, Taylor guides his clients through every part of the project and its allotted costs. “It’s all a process of give and take. I get really into the nitty gritty, and ask them what they plan to use each feature for. This way, I can propose adjustments to the plan that free up a little bit of the budget for extra things they may want to include.”
He also encourages prospective clients to shop around and get quotes from other companies. “I think that helps put the numbers into perspective and reassures them that I’m not simply coming up with these costs, that they’re more reflective of the industry standard.”
All this talk about financing can feel overwhelming for both the pool professional and the client. But at the end of the day, both Alcazar and Taylor insist that a successful sales pitch doesn’t hinge on the minutiae of the financing discussion, nor the promise of a life-changing backyard investment.
“Trust is a big deal, and value is another. If they like you, that’s a bonus,” Alcazar quips. “People like to buy from people they like, and they tend to like people they trust, so the two go hand in hand. From a personal perspective, it’s how you collaborate with your clients. And I tell everyone, ‘This is a relationship for me. It’s not a transaction.’ I’ve built really good friendships organically from this process.”
For Taylor, it comes down to ensuring his team is educated in things beyond the obvious. “You can’t just be an expert in swimming pools,” he says. “You have to be an expert in design, in budgeting, because you have to consider the whole space and how they may use it in the future. You need to be able to present them with all of their options.”
Of course, that flexibility has to end somewhere. “You should still have things you don’t waver on,” he explains. “Whether that’s the equipment you use, particular materials you don’t stand behind, or whatever. Have your hard lines of, ‘I won’t save you money in areas I think are going to negatively affect your lifelong experience as a pool owner.’” With his clients’ best interests in mind, Taylor knows the value of sticking to your guns.
In simple terms, Taylor says, the best thing you can do for your customers is to be the best listener you can be. Show them that you care and that you’re committed to delivering the best possible return on their investment. Ultimately, they want to feel like they can trust you with their dream backyard.
At the end of the day, the formula for a successful sales pitch in today’s market looks similar to how it has looked over the past several years, at least according to Alcazar and Taylor. Don’t let the prospect of price-sensitive customers or tighter budgets deter you from delivering the best experience for your clients. Instead, use your knowledge of the shifting market and add these tips to your repertoire. Toss up your customer-tailored sales pitch and watch your clients bat a thousand.
