What other pool companies are doing
- In Skimmer's 2025 survey of 2,000+ pool pros, 69% raised prices in 2024. Most (44% of all respondents) went up by 10% or less, 20% raised 11–20%, and 31% didn't raise at all (State of Pool Service 2025).
- Service Industry News found 74% raised rates in 2024, by about 9% on average (via Skimmer).
A yearly increase isn't aggressive. It's normal, and your customers' other bills are going up too.
How much to raise
Start from your costs, not your competitors. Work out what each pool actually costs you, including drive time and chemicals, and the price that hits your target margin. The pricing calculator does it in a minute. If you're well under that number, close the gap over two years rather than all at once.
A steady 5–10% a year is the pattern most owners follow. It keeps you level with chemical, fuel and insurance costs without a shock that sends customers shopping around.
When and how to tell customers
- Give 30 days' notice, or 30–60 days for a bigger jump. January and contract renewal are the most common times.
- Put it in writing. A letter or email, not a text at the gate. Use our free price increase letter template.
- Lead with what stays the same (day, tech, chemicals included), give the new rate and start date, and stop. Don't apologize or over-explain.
- Make it automatic. If customers are on autopay, the new rate just starts. No action needed means fewer reasons to reconsider.
Handling pushback
A few customers will ask for an exception. Decide your policy before the letters go out. Most owners either hold the line or offer a small, time-limited grace period to long-time customers. Avoid one-off discounts: word gets around a neighborhood fast.
If a customer leaves over a modest increase, they were probably among your least profitable accounts. Their slot goes to a new customer at the new rate.
Price increases raise what your business is worth
Pool routes sell on a multiple of monthly revenue, so every $10 increase across 60 accounts adds $600 a month, or roughly $6,000–$8,400 of route value at the common 10–14× multiple. Try it in the route value calculator.