Jeff Donahue

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I moved to Florida in 2010 and semi-retired after years in business. After a few seasons with too much free time, I decided to get involved in something local. The pool business made sense.

It let me work with people, work outdoors, and keep a flexible schedule so I could still spend summers up north. But the biggest thing I noticed was simple:

A pool is one of the few home projects that almost always leaves people smiling.

There’s very little friction when the job is done right.

So I learned everything I could about the business.

Over time I came to understand something important: pools, backyards, hardscapes and enclosures aren’t much different than bathrooms in the house when it comes to remodeling.

They almost always cost more than people expect.

Not because contractors are dishonest, but because homeowners are usually paying for layers they don’t see.

Sales layers. Marketing layers. Overhead layers.

And those layers can add 17–22% to a typical proposal.

I also learned another truth of the trades:

where you live often determines what you pay.

The exact same pool renovation can cost significantly more depending on the ZIP code. Same materials. Same equipment. Same work. Different price.

That’s how the business works.

After working with a number of contractors and understanding both the construction side and the economics behind it, I realized something:

Most contractors are very good at the work itself.

Where many struggle is the business side — sales, customer management, and business development.

So I decided to flip the structure.

Instead of homeowners dealing directly with contractors and their sales process, I handle that side of the project.

I vet the contractors.
I negotiate the price.
I assemble the team.

Then I deliver the project to the homeowner as a turnkey service.

The result is simple.

I remove the traditional contractor sales layer and replace it with a flat 10% consulting fee.

That alone typically eliminates 17–22% built into many proposals.

Which means most clients start their project with at least a 10% savings compared to traditional bids.

You can keep that savings in your pocket.

Or you can apply it toward upgrades you had to cross off someone else’s proposal.

Either way, the project works better.

Every contractor I use is licensed and insured. Every vendor is vetted. And because I deliver them quality customers without the sales chase, they deliver top-tier service in return.

That relationship is the entire model.

Better contractors.
Better pricing.

Better experience for the homeowner.

If you're considering a pool project or renovation and want to begin with a built-in pricing advantage, contact me below.

Jeff Donahue

847-612-1001
donahuejd@gmail.com

Mark Nico

239-777-8490

(references available upon request)