Debra Smith Co-owner and President/ General Manager Pulliam Pools | Fort Worth, Texas
Texasβ venerable pool builder, Pulliam Pools, has been in business since 1916, making it perhaps the oldest pool construction firm on the planet. Co-owner and President/General Manager Debra Smith has been with the company since 1992 and takes pride not only in its unusual longevity, but also its commitment to quality construction and customer service. Here she shares her thoughts about how adhering to fundamental business principles is at the heart of sustained success.
Is Pulliam the oldest pool builder in the U.S.?
We think so, I certainly donβt know of one thatβs been around as long, but weβre not 100 percent certain thatβs the case.
What can you share about the companyβs beginnings?
They were a concrete company here in Texas building cattle dipping vats. At some point they were asked if they could build pools, they said sure we can and thatβs how it started. Our oldest project photo is from 1926.
Because our pools have always had a lifetime warranty, we still occasionally work on pools we built as far back as the 1930s and 40s. Not only do we have long-time customers who weβve built three or four pools for, we have families who weβve worked with for three generations.
How do you describe the changes youβve seen since joining the company back in β92?
Things have changed over the years going from being the only game in town here in the [Dallas/Fort Worth] Metroplex to there now being over 400 pool companies in the area. Itβs a challenge because doing the right thing in this industry with insurance and certifications is expensive. Also, when you warranty your pools, your prices have to be a little higher.
The problem is that with so much competition, we see companies that arenβt licensed, donβt carry proper insurances, and worst of all, they build projects that have problems. Thatβs given the industry a bad reputation; the familiar used car salesman comparison. We do everything we can to rise above that and change the perception of our company and the industry.
Where does the industry stand with the consumer now in 2014?
Weβve seen pools evolve with different features and functions, manufacturers that make the bells and whistles and so forth. I believe for builders who are reputable and are doing a good job, we have more respect than weβve ever had. If you operate based on quality, then you can get your share of the marketplace.
Weβve always believed that if we take care of our customers and operate in a way that builds confidence, they will feel comfortable referring us to others. And in some cases, theyβll come back to us a second, third or fourth time.
In terms of the market right now in 2014, itβs been growing and weβre seeing a huge upswing. Homeowners are picking up the phone looking for new pools.
Whatβs your formula for success?
We base everything we do on the Golden Rule. That keeps us focused. If we were that customer, how would we want to be treated? Also, if we were that employee, how would we want to be treated? Top to bottom, our business model is based on that basic principle.
Itβs also why we are committed to representing the top quality in the field. Whenever possible, we want our employees to love us. We want our employees to be happy and want to work here. And we want to contribute to the community and give back however we can. Really, we just want to do the right thing. When you look at business that way, itβs not difficult to make the best decisions.
Whatβs your view of the job the industry is doing promoting the experience of pool and spa ownership?
Most of us are probably familiar with Vance Gilletteβs mantra about that, and I personally believe heβs spot on and it resonates with people. In the past weβve certainly talked a lot about how beautiful pools can be and how much they can be enjoyed, but what Vance has argued is that we need to take that to another level.
Itβs similar to what goes on the consumerβs mind when they buy a boat or an RV; they want to invest in the experiences theyβre going to have, especially as a family. From the moment the homeowner walks into the office, weβre working to give them a positive experience, even with small things like giving them coffee mugs and T-shirts. But more importantly, we talk about how we can provide them with something that theyβre going to love. Weβve seen that approach work time and time again.
We let the customer know that weβre happy that theyβre there. These days if they bring the kids in, we take their pictures in Pulliam t-shirts and post them on Facebook. The fun family experience starts at the very beginning of the process and continues indefinitely through the life of the pool, which weβve seen can be measured in decades and generations.
In terms of homeowner experience, has your company embraced the features beyond the coping?
Oh gosh, yes! Years ago we started promoting the idea of βbuild your own stay-cation destination.β We build outdoor kitchens, fire features, entertainment areas, anything that will add value to the backyard. These days Iβd say just about half of our projects have some type of pergola, barbecue area or a fire pit, something that fits with the design of the pool and the overall home environment.
More and more of our customers are opting for the outdoor amenities because they really want to use their backyard. They see it as an extension of the inside of the home.
Does that motivate your customers to sometimes expand their budgets?
Yes it does. When people come into our showroom, we have an outdoor kitchen with a shade structure, outdoor refrigerator, granite countertop, a fire pit and other features, and we have photos of projects with different combinations of features in different styles. That often gets them to think in broader terms. We hear comments such as, βWe were only thinking about a pool, but that would look great in our backyard.β
Itβs not unusual for someone to come in thinking they only want to spend $40 thousand but then fall in love with something and they wind up spending eighty or ninety. They see whatβs possible and realize there are amenities they hadnβt thought of yet and they want to expand their ideas.
When it comes to selling the overall environment, if they donβt have that in their mind when they come in, theyβre very much thinking about it when they leave.
Do you see that process working with middle class projects, as well as on the high end?
Absolutely! Weβve seen numerous homeowners ask for scaled down versions of an outdoor kitchen, or maybe itβs a different type of coping treatment. It doesnβt matter; homeowners across the spectrum will find a way to purchase what they truly want. Thatβs why we treat every client the same way in terms of working with them to visualize and appreciate what they can have in their backyard.
How do you go about managing expectations during the construction process?
First we tell them that weβre going to come in and destroy their yard, but when itβs over theyβll love it. The analogy we use is that itβs like having a baby. When you first get pregnant, itβs exciting and you canβt wait for the baby to be born. But then a little bit later on itβs not so exciting. Pregnancy is uncomfortable, even painful at times and maybe youβre not that excited about it for a while. But then when the baby is born, you fall in love with it and forget all about the discomfort.
People really do get that analogy. Theyβll call up and say the yard is torn up and theyβre feeling the labor pains, and we might laugh, but then remind them how happy theyβll be when the projectβs finished.
Weβre very good at managing expectations. Unhappy customers come when they donβt know whatβs going on because you havenβt educated them properly. Thatβs why we go to great effort to describe whatβs going to happen, and we do it over and over again. We have them sign a document confirming that theyβve been informed about the specific steps. Then when our scheduler gets involved, they go over it again, telling them exactly whatβs going to happen and when. And if something changes, we explain that in detail so there arenβt any surprises.
We donβt want the customer to ever feel like their project has been forgotten or somehow left behind. Thatβs why right after itβs sold, weβre reaching out to them informing them exactly what to expect. Itβs a form of handholding thatβs so important. Our employees know that communication is everything.
One of the issues receiving a great deal of attention these days is the challenge of establishing succession. With Pulliamβs long history in mind, what are the keys to continuing to staff your company with enthusiastic employees?
Because we have been around so long, we have employees that have been with us more than 20 years and we take pride in that longevity. How you get there comes down to how you treat your employees, which again gets back to the Golden Rule.
We are also working hard at finding young people who can bring in and train in different areas. With a position like pool designer, theyβre not a dime a dozen. So, you have to pay them enough so that they are comfortable and inspired, and want to continue learning. Part of keeping good people is all about keeping them educated. That process never stops.
Also, I think thereβs a generational difference we need to understand. Baby Boomers work long hours often to the detriment of their family life. What Iβm seeing now with the younger generation is that they donβt want to do that because theyβve seen the toll itβs taken on their parents. As a company we recognized that shift in attitude and make a decision not to work our employees excessively. Sure, it can be a little rough during June and July when weβre at our busiest, but generally speaking weβre focused on maintaining more manageable hours. We want our employees to enjoy their lives away from work.
Back when I started, we were working 15 hours a day, but now most people arenβt willing to do that, which I completely understand. Attitudes and expectations have changed.
Speaking of keeping up with todayβs generation, what are your feelings about using the Internet and social media as a marketing tool?
Weβve embraced it and now spend a lot of money to have our name out there and keep it going. I remember when Facebook started to catch on, my first thought was, βWhat on earth is a Facebook?β But it was obvious more and more people were using it as part of their daily lives, so we put up a Facebook page. I didnβt give it much thought at first but when I did decide to check it, there was a homeowner inquiring about a renovation.
As it turned out we ended up selling that project and I had to apologize for not responding sooner. That was my own personal lesson, when I realized that people will use social media to buy. Now, weβve gotten projects through Houzz and other sites and certainly our website is an important part of our marketing efforts. Now itβs not unusual at all for the first contact to be through on online source. Itβs a necessity now.
Yes, it is an additional job and it requires financial resources and effort. Personal referrals are still the primary way we get leads, but you canβt discount these other areas for promotion.
How do you approach difficult issues such as safety or suction entrapment?
Back in 1996 we created a water safety program in Tarrant County, the first of its kind in that area. Itβs based on the idea of βwater watcherβ tags. If youβre the person at a gathering wearing the tag, itβs up to you to keep an eye on the children in the pool. It was so successful that a number of organizations across the nation are using it, including Safe Kids.
In terms of meeting with the customer, again communication is the key. We talk about safety and recommend measures such as a kiddie fence, if they have small children. When weβre done with the pool, we send them a packet of safety information so theyβre aware of the simple things they can do to minimize risk, most of which comes down to supervision. By informing the customer, we help reduce their anxiety about the risks and give them the information necessary to make their own informed decisions.
As an industry, we canβt hide from safety, nor can we force people to do the right thing. We can, however, talk about it in a way that is empowering and not based on fear.
On the other side of the coin, how do you feel about the joy that you bring to peopleβs lives?
Well thatβs easy. Just seeing the excitement in peopleβs eyes when they walk in, young and old, itβs like theyβre going to get a big Christmas present.
One of the things we stress to our sales people is that in most cases, these are the homeownersβ first pools. Always keep in mind that theyβre going to be excited and donβt forget to share that joy with them.
People have asked, βDonβt you ever get tired of your job because itβs so stressful?β I tell them, βI love what I do because we have a product that will bring people enjoyment for years and years. How can you feel thatβs not a great job?!β
Itβs the best!
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