What is the purpose of Xmente Pool and Spa Products?    
They improve a pool company’s ability to grow starting with increasing new customer acquisition and retention. Our products, services and recommendations are are all fact-based: We follow the evidence wherever it leads in order to deliver the best results!

What is an Xmente Intelligent Prospect List?
Xmente applied its expertise in large-scale data mining and analytics to specifically identify the names and addresses of households across the entire US to create the most complete and current list of pool and spa prospect addresses available today. As a result, we know who they are and where they live! Our Intelligent Prospect Lists provide these addresses using any geographic basis you choose in your specific trade area; drive time or miles radius from your location, or specific target regions. 

How did Xmente create the X-Factors?
Out of a data base of over 239 million consumers nationwide, Xmente analyzed 3,678,857 in-ground pool owner records to develop a meaningful profile of the most likely in-ground pool prospects. We did the same for above ground pools, spas, weekly maintenance and apartment/condo pools. X-Factors are the elements of each profile.

Why should I believe the X-Factors can work?
Besides having a solid scientific basis, we tested the X-Factors against 900 actual pool permits issued in the city of Dallas Texas during 2013 and 2014. Both the new owner profile and the geographic locations matched X-Factor projections with 99% accuracy. We also validated the accuracy of our data base of existing pools through the use of satellite imagery.

Why should I consider direct mail?
Based on the development of Xmente’s X-Factor list, direct mail becomes the #1 choice for targeted efficient marketing to in-ground pool prospects. With 100% reach and an average “open rate” of nearly 80%, direct mail is the optimum choice. No digital or traditional mass media method can approach that. Some experts say it has to do with how humans react to something tangible in their hands. Engaging their tactile senses helps reinforce the message. And research confirms each dollar spent on direct marketing yields an average return of $11.65.

What about online Google advertising and email?
Use these but understand the pros and cons. Pay-per-click online advertising is associated with finding business information, almost like the Yellow Pages. It is a passive, “sit back and wait until a consumer is already interested” approach and sets off a round of comparison-shopping. Regarding email; our research found that most pool retailers have fewer than 25% of their customer email addresses and no non-customer prospect emails. And builders only have a very small number of new pool prospect emails. Considering that only 22% of retail consumers open emails and 3% click through to your site, email reach is very poor.

What about mass media advertising?
Certainly we agree that having an effective mix of relevant advertising methods maximizes the potential that a pool owner will receive your message. Today the buzz word for this is omni-channel marketing. But, if you are primarily depending on broadcast, print, outdoor, online or email advertising – STOP – the facts confirm you should seriously consider direct mail as a key element of your media mix. Need more proof? Leslie’s, the 800+ store pool retail giant say they use direct mail and email to all customers in a five mile radius of a store almost exclusively.

Who is Xmente?
Xmente was founded by former BioLab executives, CEO Larry Bloom and VP Business Development Steve Carlyle, who retired after long careers but could not sit still. With over 60 years experience in the pool and spa industry, they are developing new tools to help pool and spa companies grow.

What else does Xmente provide?
Xmente products help pool and spa companies see prospects, customer retention, competitors and improvement opportunities in a way that directly improves results. Retailers say they help in boosting existing store performance, evaluating new locations and deciding whether to sell, close or purchase stores. Here are a few testimonials:

     “We learned so much more about our business; our customer base; and our growth opportunities through Xmente’s Business Services. This was the best thing that happened to us last year and now we are even more excited about next year!”

     “Xmente conducted a turnkey direct mail campaign for covers/liners and closings for us this year that just blew away anything we had previously done. It made this the best fall season ever for us! And being a turnkey mailing by Xmente, it was virtually effortless on our part."

Can I become a Xmente development partner?
We are seeking a few select companies in different fields of the pools industry to become development partners with Xmente in return for special free services and product discounts. Act now before other companies in your area fill this opportunity!

Where can I learn more?

See the individual FAQ's links below for each product section of the navigation bar. Or better yet, contact us directly.

How do I contact Xmente?
To explore how Xmente products and services may help you grow contact:
Steve Carlyle
stevecarlyle@frontier.com