Strategic Marketing Planning for Water Quality Dealers

This white paper offers Water Quality Dealers a roadmap to success by using valuable information from the WQA Consumer Opinion Study as a framework. According to the 2023 WQA Consumer Opinion Study, almost 50% of American homeowners have some kind of water filter in their homes. That percentage has grown over the last few years (it was 2 out of 5 in 2021). That means there is an increased perception that this is a vital need. That also means that today, at least 50% of American households do not have a water filter. And, based on the study “almost one-quarter of those without a system have some interest in purchasing in the future”. That’s a lot of potential business. With a strategic marketing plan, you can optimize your resources—money, time, and people. No more wastage. Direct your efforts and spend your marketing dollars where they matter most. That means when you market, target – target – target. The 2023 WQA Study shows that one-third of water treatment products were purchased in the first month a homeowner is in their new home. And, “overall, 4 out of 5 systems were purchased within a year of moving”. That means dealers should be directing their efforts at new homeowners, since they are the most likely buyers of water treatment products. If you have a limited budget, this is where you spend it. The study also points out that “owners of home water systems were far more likely to be on a higher economic scale than those who did not”. If you’re selling whole house systems, your marketing efforts need to focus on people who can afford your product. In the marketing world, this means overlaying income, modeled credit or home value when you consider your prospective customers. Customer Understanding: Know your audience inside out. Your marketing plan requires you to dig deep into customer behavior, preferences, and trends. Tailor your messages to resonate with your customers. This drives engagement and loyalty.