Icon Custom Pools' sales process couldn't keep up. Generating a quote required multiple systems and manual calculations — taking up to a full day. By the time proposals reached homeowners, enthusiasm had cooled and competitors had stepped in. RTS Labs partnered with Icon Custom Pools to rebuild the quote experience: a guided, form-based pricing system that encodes every rule in software, plus a Pool Visualization tool that generates a realistic concept preview directly on the customer's backyard photo. Quote turnaround dropped from one day to five minutes, and close rates climbed over 40%.
AI-Assisted Quote Builder + Pool Visualization
OpenAI (Image Gen)
Business Rules Engine
CRM Integration
Responsive Web App
Our engineers will map your workflow and define a ship date in a 2-week Discovery Sprint.
Icon Custom Pools (BH Mid-Atlantic, Inc.) is a family-owned franchise specializing in pool construction and outdoor landscape design. But its sales process couldn’t keep up with customer expectations. Generating a quote required multiple systems and manual calculations — base pricing by linear footage, then dozens of dependent add-ons (pump tier triggering a filter upgrade, water features triggering booster pumps plus 50ft of plumbing per feature, zone-based travel pricing, custom coping and tile, heating choices, automation). It typically took a full day to deliver a quote back to the homeowner.
That lag was costing deals. By the time proposals reached customers, enthusiasm had cooled and competitors had stepped in. The fix wasn’t a faster spreadsheet. It was an entirely new sales conversation — one that was visual, interactive, and on-the-spot, where the customer saw their pool, signed off on the price, and didn’t have time to lose interest.
Pricing a pool meant working across multiple systems: base price by linear footage, dozens of add-ons with dependent rules, zone-based travel pricing, custom coping and tile, water-feature plumbing buffers, heater + filter pairings. A single quote could take a sales rep most of a day.
By the time the proposal reached the homeowner, enthusiasm had cooled. Competitors with faster quote cycles were closing the deal first. The sales process couldn’t keep up with the speed of customer excitement.
Every pool is highly customized, requiring the pricing engine to encode hundreds of complex business rules and dependencies—such as equipment upgrades and plumbing buffers. This successfully digitized the tribal knowledge and scattered PDFs previously relied upon by senior reps.
RTS Labs partnered with Icon Custom Pools to rebuild the quoting experience from the ground up. The original POC was a chatbot Q&A flow — clever in demo, but a friction point in real sales conversations. Phase 3 pivoted to a guided form-based Manual Pricing System that captures the dozens of inputs a real pool quote requires while encoding the business rules in software. Then RTS added Pool Visualization: sales reps upload a photo of the customer’s backyard, select desired features from a curated catalog, and the system generates a realistic concept preview of the proposed pool overlaid on the homeowner’s actual yard. The system is responsive across desktop, tablet, and mobile, syncs every quote to Icon Custom Pools’ CRM, and exports branded PDF/Excel proposals homeowners can sign on the spot.
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