Recently, I had the opportunity to be featured in a podcast with Pool Magazine—the first magazine to highlight me as a builder, while I’ve been known primarily for my work on the service side.
We discussed my journey, including my company’s evolution, my personal path, and one of my latest projects—a remarkable luxury pool designed in collaboration with Jonny Nalepa and Ray Corral. This exceptional pool has already started making waves on social media.
My journey has been quite unique. At 35 years old, I’m married to my soulmate, Claudia Silva, and I am a father of two. We currently live in Florida, where Master Touch Outdoor Living is based. Originally from Brazil, I moved to the U.S. when I was 12 with my mom and sister. I started as a server in a restaurant and had a background in computers, which is my true passion.
Claudia Silva and Kids
I worked for someone who was incredibly talented but struggled to scale his business. Observing this, I realized that with my software background, I could make a difference. I began using Craigslist to book accounts and gradually learned the business.
Master Touch Outdoor Living Evolution
When I first started, I had just $3,000 in my pocket and minimal knowledge. As I grew, I reached a point where my company managed around 300 pools, then sold several and reinvested into real estate. This shift allowed me to diversify into real estate while continuing to operate within the pool industry.
Today, Master Touch Outdoor Living manages approximately 1,200 accounts. We rebranded from Master Touch Pools to Master Touch Outdoor Living to better reflect our expanded focus on providing a comprehensive outdoor experience. Additionally, we operate about 180 to 200 accounts through our other company, Step by Step Pools.
In total, we handle around 1,400 to 1,500 accounts, with roughly 95 percent of them being residential.
Licensing the Brand Name
I’m hesitant to move forward with licensing the brand name because I don’t want the name to be tarnished by poor reviews or mismanagement.
I feel a strong attachment to it and am cautious about allowing others to use it. My concern is that licensing could lead to potential damage to the brand’s reputation if it’s not managed well.
Our Market Presence
Achieving a significant presence in our market, that we could truly call home, has always been a lifetime goal for me and my team. Initially, we operated out of a smaller building. Then, we moved to a 12,000-square-foot facility in Coral Springs to handle increased demands, which involved selling some real estate investments. Now, we operate out of three locations with plans to expand to five.
My Secret Weapon: Routely
I developed Routely as pool service software to maintain hands-on control and to track business numbers. I rebranded it as “Schedulus” after an acquisition attempt failed. Now, Schedulus serves as my “secret weapon” with advanced features, automation, and AI, crucial for staying competitive in the evolving industry.
How I Transformed Pool Service with Routely
When I started my company, I aimed to address several inherent problems in our market. I wanted to know specifics like:
- How many accounts do I have?
- How long have I retained each customer?
- What sites do I need to visit?
- How much revenue does each customer generate annually?
In our industry, many pool service professionals still rely on pen and paper. While some focus on the quality of water, they often overlook crucial business metrics.
In Florida, where the average pool company charges $140 a month for service, the reality is that this amount, divided by the typical 3 to 4 visits per month, results in about $32 per visit. For that $32, companies must cover the cost of chemicals, car insurance, liability, and profit. Many companies are barely breaking even.
I developed Routely to track detailed metrics and to streamline operations. It played a crucial role in scaling my business to over $15 million by focusing on growth and efficiency. Routely wasn’t designed for public use but as a tool to adapt and scale the business automatically, so that we could spend more time with our families.
Attention to Detail and a Positive Culture: My Business Model
During the height of the COVID-19 pandemic, many well-known builders struggled to keep up with the surge in demand, and many went out of business. However, I managed to benefit and capture a significant portion of the market share during those challenging years.
The key to my success has been an unwavering attention to detail. For me, it’s not just about the price of the pool—it’s about creating an exceptional experience for every single home. This includes things like accurately entering client information, showing up on time, and fostering a positive culture within the company.
In any business model, success should be a win-win situation for everyone involved. My clients need to benefit, and so do my team members. Building a legacy isn’t just about satisfying clients; it’s also about creating a positive, lasting impact on my employees.
In navigating the changing economic environment, many companies increased their overhead by hiring excessively and overpaying out of desperation. For me, it is time to reassess, streamline, and refine procedures.
I prioritize slow, steady growth and reinvest heavily into the business rather than flaunting personal luxuries like a new Rolls Royce or a yacht. The challenge has been substantial but manageable.
We’ve consistently grown by 30 to 48 percent annually, putting our systems to the test. Each year, as we expanded, our systems faced new strains and breakdowns. Unlike many who had mentors or inherited established procedures, I had to develop our own processes from scratch. This hands-on approach, while challenging, has been crucial in our growth and adaptation.
Showcasing three Jandy Service Industry Top 50 awards, displayed at the entrance of Master Touch Outdoor Living.
Transitioning to the Luxury Market
Transitioning from production pools to high-end luxury projects has been a significant challenge for me. It’s time-consuming and demands long hours, often impacting personal life. Balancing work and family, especially with young children, has been tough. While I’m proud of our achievements, I constantly reflect on what truly matters—spending quality time with loved ones.
Designing for Luxury Clients: Our Process
When working with high-end clients, our design process starts with a retention fee. We involve Johnny Nalepa or one of our in-house designers to initiate the project. Our approach begins with a detailed survey where we ask key questions about:
- Budget
- Lifestyle
- Family dynamics (e.g., number and ages of children)
- Desired features
For example, if a client has young children, we might suggest a sun deck. For a family with a teenage daughter, we might incorporate features catering to her preferences. The goal is to create an experience tailored to the client’s needs, rather than just a functional and attractive pool.
We consider privacy needs, such as adding palm trees for seclusion, and address any challenges the client might face. In one project, we built an indoor hot tub with a heater and tile, transforming it into an indoor spa. This personalized approach ensures that each design is not only beautiful but also deeply integrated into the client’s lifestyle.
Collaboration with Jonny Nalepa and Ray Corral
Winning Jandy’s Service Industry Top 50 for three years in a row was a big win for me. Working with Jonny Nalepa is an added bonus. Working with Jonny Nalepa on a high-profile luxury pool project has been incredible. The project involved transforming a $2-3 million home with a $11 million pool. The scope included a sunken fire pit, rain curtain, laminar deck jets, and extensive lighting.
Showcasing excellence in collaboration with Jonny Nalepa on this breathtaking luxury pool project.
Despite the challenges, including coordinating with the homeowner and managing other projects, the result was a stunning addition. The attention to detail and collaboration with talented professionals, like Ray Corral for the tile, made it a rewarding experience.
Why South Florida Influences Luxury Pool Trends Nationwide
South Florida has a significant influence on luxury outdoor living trends across the country. The volume of pools in Florida allows us to set trends constantly. Florida’s strict regulations and high pool volume mean we often come up with new trends. For example, we used to only use pavers, but now we’re incorporating travertine, porcelain, and other materials.
The popularity of Florida, combined with its weather and limited land, drives innovation. People want to keep up with their neighbors, and with so many people moving to Florida, the demand for new and unique pool designs is high.
In Coral Springs alone, which has around 400,000 pools, nearly every house has a pool. This concentration of pools, along with the proximity to Parkland, makes Coral Springs a significant trendsetter in the pool industry.
Why South Florida Remains a Powerhouse in the Pool Industry
South Florida stands out as one of the strongest pool markets in the U.S., and the weather is a significant factor. It’s consistently warm, which drives demand for pools. However, what really sets us apart is our focus on creating an experience rather than just installing pools.
Florida’s growth is fueled by the influx of new residents, making it an increasingly attractive market. Unlike some other regions, Florida isn’t overwhelmed with overdevelopment—there’s still ample land available.
In a market as competitive as South Florida, where water parks and public pools abound, it’s particularly gratifying to know that our success stands out.
What Drives Me Most: The Heart of My Business Passion
When it comes to what I enjoy most in my business, the answer is straightforward: I enjoy business. I don’t care if it’s a service. I don’t care if it’s cleaning. I don’t care if it’s marketing. I enjoy the hustle.
I’m not tied to any one procedure; instead, I’m passionate about systems and finding ways to make them exceptional. Whether it’s transforming an old pool into a stunning new one through construction or developing innovative strategies for business expansion, I relish the process of turning ideas into achievements.
The construction side is particularly fulfilling because it allows me to build beautiful things and transform the unattractive into the exceptional. But ultimately, it’s the overall business experience and the drive to excel that truly excites me.
The American Dream
Being called “The American Dream” is incredibly meaningful to me. My goal has always been to change lives and leave a lasting legacy. While financial success is important, it’s ultimately just a tool for making a greater impact on others.
I often see myself as improbable—someone who wasn’t expected to succeed. I never finished college and struggled with ADHD, barely making it through high school. Yet, I’ve managed to build something that my children and others can benefit from. We now have hundreds of people working with us, and creating a positive environment where they feel valued and respected is truly rewarding.
Personal Goals for the Next Decade: Balancing Career and Life
With a young family and a thriving business, my goals for the next 10 years focus on both personal and professional growth. My primary life goal is to retire by 45 and start a non-profit to help kids. I want to become a great dad and make meaningful contributions, not just financially but through the impact I have on others.
For my business, I aim to build a legacy through quality work and empowering my team to take ownership of Master Touch Outdoor Living. I envision a future where my children and my employees’ children are part of the company, continuing its mission and creating positive change.
Nilson Silva’s Goal
I prefer to stand out from the crowd—our company uses orange instead of the typical blue because I don’t like following the norm. My life goal is to be a better person, to give back, and to make a difference in the lives of those close to me. Ultimately, it’s not about the material things but about the memories and positive impacts we leave behind.
Do you want to become the next American Dream? Find your strength and take your first step towards success. Join our team today.
