The Poolside Perspective with Radostina Stoycheva from Compass Digital
June sent everyone packing. July brought them back. The travelers are home, the novelty has worn off, and they are staring at the same backyard they have been meaning to fix since March. Meanwhile, anyone who looked outside during the heat dome decided their couch was the only destination worth visiting. Either way, your customer is home. The question is whether your business is showing up where they are.
General Pool & Spa Industry Sentiments
Hot tubs spent the spring on a genuine rebound, then demand cooled off through June — and this month’s extreme heat is not the tailwind it might seem. When it is 100-plus degrees out, a hot tub is the last thing most buyers are picturing, so a lot of them are quietly filing the decision under “once the weather breaks.” Treat that as timing, not a lost lead. This is the month to keep warm leads warm and start planting the fall-and-winter buying conversation now, so you are top of mind the moment the temperature drops.
Swim Spas: The quiet overperformer of the season, and the heat is doing the selling for you here. When it is this hot, there is real urgency to get into the water — the leads that ghosted you in June are resurfacing, and heat has a way of making that decision feel a lot more immediate. Go back through your stalled pipeline and follow up; the timing is far better now than it was a month ago. Lean into the health-focused angle with buyers who came back from vacation more motivated than when they left. Pair the fitness pitch with contrast therapy. You are not selling a product, you are selling a home gym that happens to feel incredible.
Saunas: July is not sauna season and we all know it. But that does not mean you go quiet. Use this month to seed the fall conversation with anyone who expressed interest earlier in the year. A simple check-in email now plants the flag before your competitors think to do it in September.
Pools: Smart features and atmospheric upgrades are the conversation starter this month. App-controlled lighting, waterfall systems, and connected tech are no longer just luxury requests. Mid-range buyers want them too because they saw them on vacation and want that resort feel at home. If your showroom has no demo of this, that is a gap worth closing before the summer is over.
Marketing Tip of the Month: Sell the Comfort of Staying In
Much of the country spent early July under a heat dome with heat index values pushing past 110 degrees. People are not leaving the house unless they have to. So give them a reason to come to you, or better yet, bring the showroom to them.
Send a simple email or text to your list: “It is 103 degrees outside. Come cool off and see what we have in stock.” Then go one step further for the buyers glued to their couch. Send a direct link to your model gallery and let them know they can shop over the phone. A short video walkthrough of your top two or three in-stock units sent via text is more powerful than any ad right now. You are not replacing the showroom visit. You are earning it.
Did You Know?
Google added a native AI Assistant channel to GA4 in May. No setup required. It now automatically tracks visits from ChatGPT, Gemini, and Claude right alongside your other channels. If you have been working on getting your business recommended by AI tools, this is how you measure whether it is actually working. If that channel is showing zeros, that is your sign to call us.
July is the month where the heat does your selling for you. Make sure your business is easy to find, easy to reach, and easy to buy from without leaving the couch.
Cheers,
Radostina Stoycheva
