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Industries·Home & Outdoor

Pool, spa, tile and patio, in every channel that sells them

The retailers, dealers, builders, installers and designers who put your product in a home, reached by name. Then a desk that answers the install question before it becomes a return.

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A marble tile wall with warm lights set into it

Charm runs both halves of a home and outdoor product: the outreach that reaches the dealers, designers and installers who put it in a home, and a desk that answers the install question before it becomes a return.

Tackling the showroom and the install question

An architect drawing plans with a scale ruler

Your challenges

  • The sale happens at the showroom: Dealers, designers and installers decide what a homeowner sees. They need samples, specs and a person to call.
  • Specified long before the order: Stone and tile get written into a project by architects and designers long before anyone places an order, so those are the people who have to know the name.
  • One operator buys every patio: Patio heating is not bought table by table. One operator decides for every patio in the group, so the buyer is a short list of people with names.
  • A market of many markets: The buyers sit across dealers, showrooms, distributors, builders, installers and the wholesale marketplaces like Faire where home goods get listed.
  • Install questions turn into returns: Where it goes, how it is plumbed, when the filter changes. If the answer is slow, the question becomes a return.
  • Seasons set the volume: Pool and outdoor products get a season. The desk has to be staffed for the peak, not the average, with the ramp planned before it starts.
  • Dealers have questions too: Installers and dealers ask about setup, filters and the warranty after the sale, the same as the homeowner does.
  • Questions in every inbox: Email, chat, phone, community, the dealer line and marketplace messages each arrive in a different place.
Three colleagues going over a laptop in a lounge

How Charm helps

  • Written for the showroom: Copy written about their projects: samples, specs and lead times, not your brand story.
  • The designers, reached at volume: The architects and designers who write stone into a job, reached at volume. For Stone Products Unlimited, 684 wrote back.
  • The whole trade, counted: Every dealer, showroom, builder, designer and installer who puts product in a home, with verified email, phone and LinkedIn.
  • Every channel as one motion: Email, LinkedIn and calling on the same verified list. For Spout, five markets counted at once, and Google, The North Face and Costco booked.
  • Install questions, answered: Install, plumbing, water chemistry and warranty questions answered by people who know the product, before they become a return.
  • Staffed for the season: Coverage scales up before the season and back down after it, so you are not paying for idle headcount in February.
  • Dealers and homeowners, one desk: Dealer and installer questions handled on the same desk as the homeowner.
  • Every channel, one desk: Your helpdesk, email, chat, phone, community and the dealer line on one desk. If Faire is part of how you sell, its messages route there too.

Outreach that fills the shelf, and a desk that keeps the customer. Each runs on its own or together.

Services that follow the product from the showroom to the install

Charm shapes both offers around how a home and outdoor product gets specified, stocked and supported. Here is how we help:

01.Build demand

The showroom, the dealer and the designer, reached by name.

Includes:

  • Pool stores, tile showrooms, architects and designers, listed and verified
  • Email, LinkedIn and calling on the same verified list
  • Copy about their projects: samples, specs and lead times
  • Consumer ads, so the product sells through once it is stocked
  • Replies in your CRM with a name and a firm on them

Runs on Cold Email, LinkedIn, Cold Calling, Advertising and SDR Staffing.

A furniture showroom with sofas and armchairs

02.Drive retention

A desk that knows where it goes and how it is plumbed.

Includes:

  • Install questions answered fast, so they stay questions
  • Plumbing, water chemistry and warranty questions, by people who know it
  • Dealer and installer questions on the same desk as the homeowner
  • Your helpdesk, email, chat, phone, community and the dealer line on one desk
  • Seven-day seasonal coverage, written into the agreement

Runs on Customer Support, Back Office Support, Technical Support, Desk Implementation and QA.

A kitchen faucet over a double sink

03.Your first month

Count the trade, warm the domains, reach the showroom.

Includes:

  • Week 1: count the trade
  • Week 2: write for the showroom
  • Week 3 to 4: reach the trade
  • Go-live: the desk answers

The same build we run for every physical product brand, with your category’s buyers in it.

Stone and tile samples laid out on a table
Why Charm

The right partner for a home and outdoor brand

A team meeting around a long conference table

Both halves, one partner

We reach the trade where the home sale is made, then run a desk that knows where it goes and how it is plumbed. Dealers are reached in outbound and answered on the desk.

Built on the home trade

Stone Products Unlimited reached the people who specify stone, and 684 architects and designers wrote back. For Focal, 32 campaigns into multi-unit restaurant groups drew 100+ positive replies.

Ready before go-live

Sending domains, inboxes and LinkedIn seats are warmed while the copy is written. The desk learns where it goes, how it is plumbed and what the warranty covers, and answers once the playbook passes QA.

Every decision maker verified

Cold call, email and LinkedIn run as one motion on a verified list. For Spout, that meant five markets counted at once, and Google, The North Face and Costco booked.

Your stack, one desk

Your helpdesk, email, chat, phone, community and the dealer line, on one desk. If Faire or another marketplace is part of how you sell, its messages route there too.

Case studies

The designer and the restaurant group, reached by name.

Stone Products Unlimited reached the architects and designers who specify stone. Focal reached the restaurant groups that buy patio heating.

Charm×Case study 01 / 02
Natural stone and tile→ Architects and designers

684 architects and designers wrote back.

Stone and tile reach a home through the people who specify them. Stone Products Unlimited gets written into projects by architects and designers long before anyone places an order, so those are the people who had to know the name.

We reached the design community at volume, the architects and designers who write stone into a job, and 684 of them wrote back.

Bhoumik ‘Ricky’ ShethCEO, Stone Products Unlimited
684responses
Charm×Case study 02 / 02
Overhead patio heating→ Multi-unit restaurant groups

The restaurant groups that buy patio heating, reached by name.

A patio only earns its keep in the months a restaurant can keep it open, and the decision to heat it is not made table by table. One operator decides for every patio in the group, which makes patio heating an outdoor product bought by a business, and the buyer a short list of people with names.

We built the list of multi-unit restaurant groups and ran 32 campaigns into it: 100+ positive replies from the operators who decide on patio equipment.

100+positive replies
32campaigns tested
5.2%reply rate
All case studies →

Questions

Straight answers for home and outdoor brands.

Do you reach architects and designers?

Yes. For Stone Products Unlimited that was the list: the architects and designers who write stone into a job, reached at volume. 684 wrote back.

What about big retail?

Spout’s outreach booked Google, The North Face and Costco.

Can you handle the season?

Yes. The desk scales up before the season and back down after it. Seven-day seasonal coverage is written into the agreement.

Do you work with dealers directly?

Yes, on both sides. We reach them in outbound and we answer them on the desk.

What does the Spout desk handle?

Email, chat, phone and community on one desk. Setup, filters and dealer questions, by people who know the unit.

Do you work wholesale marketplaces like Faire?

We reach the buyers behind them by name, and if Faire or another marketplace is part of how you sell, its messages route into the same desk as the rest.

Brands we have run in this categoryStone Products Unlimited, Spout, Sutro, Superstratum, Poolify and Highline
Stone Products Unlimited
SUTRO
Superstratum
Poolify
Highline

Your product in the showroom, and the install question answered.

Twenty minutes. Bring your product and the channels it sells through today. You leave with the dealer count, the desk design, and a start date.