Meet the Team

The People Behind Pool Leads Direct

At Pool Leads Direct, we’re more than a marketing company—we’re a team of professionals dedicated to helping pool service businesses grow smarter, build denser routes, and increase long-term profitability.

Our team combines real-world pool industry experience, proven marketing strategies, professional graphic design, and customer-focused support to help pool companies attract more recurring monthly customers.

Steve Carty

Founder • Owner • Pool Industry Consultant

Steve Carty is the founder and owner of Pool Leads Direct and oversees the company’s day-to-day operations. With more than two decades of experience in the swimming pool industry, Steve has spent his career building, growing, marketing, and managing successful pool service businesses.

Throughout his career, Steve has owned multiple pool cleaning companies, developed highly profitable service routes, and managed large teams of pool technicians. His hands-on experience has given him a deep understanding of the challenges pool company owners face every day—from route planning and customer acquisition to employee management and long-term business growth.

After years of building successful pool service companies, Steve recognized that one of the biggest obstacles facing business owners wasn’t simply finding new customers—it was finding the right customers in the right neighborhoods.

That realization became the foundation for Pool Leads Direct.

Steve developed a marketing system focused on helping pool companies grow strategically by identifying neighborhoods with high concentrations of swimming pools and delivering targeted direct mail campaigns designed to build route density. Instead of wasting marketing dollars reaching homeowners who don’t own pools, Steve believes every advertising dollar should be invested where it has the greatest opportunity to produce recurring monthly revenue.

Today, Steve works directly with pool service companies across the country as a consultant, helping owners identify growth opportunities, improve route efficiency, and develop practical marketing strategies that support long-term success.

His philosophy is simple:

Work smarter. Grow strategically. Build profitable routes.

Steve remains actively involved with every campaign, ensuring that every client receives personalized guidance and marketing recommendations based on real-world experience—not theory.

Michael Reynolds

Senior Graphic Designer & Creative Director

Michael Reynolds leads the creative design department at Pool Leads Direct, bringing more than 15 years of experience in graphic design, print production, and direct mail marketing.

After earning a Bachelor’s degree in Graphic Design and Visual Communications, Michael continued his education with advanced coursework in branding, typography, advertising design, and digital marketing. His background allows him to combine creativity with proven marketing principles to produce materials that not only look professional but are designed to generate responses.

Michael specializes in creating high-converting postcard campaigns, direct mail advertisements, marketing collateral, logos, and branding materials specifically for service-based businesses.

Every design is carefully developed with one objective in mind—capturing attention quickly, communicating value clearly, and motivating homeowners to take action.

Working closely with Steve, Michael ensures every postcard reflects the professionalism of each client’s business while reinforcing trust and credibility with prospective customers.

His attention to detail and understanding of consumer behavior help transform ordinary advertisements into effective marketing tools that support long-term business growth.

Jennifer Lawson

Client Success Manager

Jennifer Lawson serves as the Client Success Manager at Pool Leads Direct, helping ensure every project moves smoothly from initial consultation through campaign delivery.

With a strong background in customer service, project coordination, and business communications, Jennifer works closely with pool service companies to understand their marketing goals, service areas, and growth objectives.

She assists clients throughout every stage of the process, coordinating mailing campaigns, answering questions, tracking project progress, and ensuring that each campaign is completed accurately and on schedule.

Jennifer is passionate about building long-term relationships with clients and believes outstanding customer service is one of the most important parts of any successful business.

Whether assisting a new startup launching its first direct mail campaign or helping an established company expand into new neighborhoods, Jennifer is committed to making the experience simple, professional, and stress-free.

Her friendly approach, attention to detail, and commitment to client satisfaction help ensure every customer receives the personalized support they deserve.

A Team Focused on Your Success

At Pool Leads Direct, our mission is simple: help pool service companies grow efficiently and profitably.

By combining decades of pool industry experience, professional marketing expertise, creative design, and personalized customer support, our team is committed to delivering marketing campaigns that help build stronger routes, attract recurring customers, and support long-term business success.

When you partner with Pool Leads Direct, you’re working with professionals who understand both the pool industry and the marketing strategies needed to help your business grow.