to start a conversation - to put up the result that he feels is most important. “It’s your pool that’s going to last the test of time, not have tiles falling off next Christmas. You could have a fantastic process, but then things start falling apart in 12 months’ time.” “That contractor may have won 50 jobs off that positive post, but in the first year that pool isn’t performing. Chances are that customer isn’t going to update their original post. That’s how I see socials. They can create you overnight and they can destroy you overnight.” Moving forward, Zeik believes two heads are better than one in the pool business. “Having two of us means we problem solve better and faster than someone working alone, who may not have another person with the facts and understands how your business runs, and can provide an informed opinion,” he says. “Last year was good, with consistent sales,” says Zeik. “We were able to produce bigger, better pools and focus on the trades we get. We were moving from strength to strength last year, but in the last six months of 2024 we found we were moving on to houses. We now have six to do in 2025, plus more pool installations.” FEBRUARY 2025
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