Maintaining customer satisfaction with pools and hot tubs remains a constant goal for the pool and spa industry. Although newer automation systems might seem like the ideal solution, a rising number of first-time pool and spa owners have reshaped the market. Many new owners depend on professionals for reliable, easy-to-manage ways to keep water clean, clear, and properly sanitized. This is where borates have become a vital tool—helping to attain better water balance, enhanced clarity and comfort, and increased sanitizer efficiency, often at a lower cost. Besides saving homeowners money, borates simplify water maintenance, reduce common frustrations, and foster long-term customer loyalty.

Borates play an important role in improving both water quality and user comfort. They help inhibit algae growth, decrease the frequency of chemical adjustments, and improve the overall appearance of the water. Their capability to stabilize pH levels and prevent common water balance issues makes them a valuable tool for both pool professionals and homeowners.

Many in the industry see borates as a game-changing addition to modern pool care—not only for their effectiveness, but also for their long-term cost savings. By improving water balance and reducing the need for additional chemicals, borates make maintenance easier for service technicians and homeowners.

The borate buffer

One of the main reasons borates have become popular among pool service professionals is their ability to help manage corrosion. Borate products are offered in both powder and slurry forms and can be added directly to the pool. Their natural buffering capacity helps keep a more stable, neutral pH level over time. As a result, chlorine stays more efficient and effective at sanitizing the water, enhancing overall water quality and system longevity.

Corrosion prevention

Although salt chlorine generators (SCGs) have become very popular, the electrolysis that takes place within these systems can sometimes cause de-plating on handrails, light niches, and other metal components. In these environments, borates offer an additional buffering system that helps prevent corrosion and shields pool surfaces and equipment.

Many pool professionals consider borates as an ideal complement to SCGs because they make long-term water maintenance easier. While these generators are designed to simplify sanitization, no professional wants the equipment itself to introduce additional maintenance burdens.

“It’s worth the consumer’s extra investment in a borate product,” says Jonathan Schulhoff, retail manager at Arthur Edwards Pools in Long Island, N.Y. “Borates add an anti-corrosion effect that helps prevent rust on equipment, accessories, and fixtures around the pool. Our customers who use borates never come in with rusted ladders, and even their vinyl liners seem to last longer.”

Calcium scale prevention

High calcium levels in pool water can cause scale buildup and cloudiness. Scale forms when calcium and carbonates crystallize on pool walls, waterlines, surfaces, and equipment, a problem often worsened by high pH levels. Borates help prevent this by stabilizing pH and reducing the upward drift that leads to scaling.

The rising popularity of SCGs has increased the value of borates, as scale buildup can reduce the lifespan of the cell plates in these systems. Keeping borate levels around 50 parts per million (ppm) in pools with a SCG can greatly help in extending the life of salt cells.

“Salt conversion cells on chlorine generators in pools where borates are used can easily last a decade,” says Schulhoff. “Even customers who carefully maintain balanced water typically get only five to six years out of an equivalent cell.”

Salt cells last longer when borates are present because borates bi-chelate—or bond—with calcium in the water, helping keep the cell plates cleaner by reducing scale formation. When scale does form, it is typically much softer and easier to remove. As a result, less acid is needed for cleaning, which further reduces plate damage over time.

Due to the naturally high pH levels on the surface of the cathode plates in SCGs, scale formation is almost unavoidable, even when the pool water is otherwise well balanced. To prevent this, Schulhoff’s service teams begin all new pools with a borate concentration of roughly 30 to 50 ppm, a level that generally remains effective for one to two years.

“After about a year and a half, we test the water and usually need to add a bit more borate to bring the level back into that range,” he explains.

Algae prevention

Borate-based products also suppress algae growth by interfering with their reproduction abilities. Customers who regularly use borates in their pools rarely experience green water, even during the hottest summer months when most pools in the region develop algae after heavy rainfall.

Regular testing for borate levels has become a standard part of many water maintenance programs. In addition to helping maintain proper chemical balance, borates keep the pores of pool plaster clean and resistant to algae growth. Without borates, algae can more easily take hold in these areas of the pool wall. Borates are especially important for pools with SCGs, where they help tackle specific challenges by stabilizing pH, reducing corrosion, and increasing chlorine effectiveness. However, their advantages go well beyond saltwater pools, making borates a useful addition for keeping all pools and spas clean, clear, and comfortable.

Simple borate retail strategies

As pool and spa retailers look for new ways to boost sales and enhance customer loyalty, borates provide a simple and effective solution. With the rapid growth of SCGs over the past decade, there is an increasing need to offer pool and spa owners solutions that make long-term water care easier, and borates do exactly that.

Many forward-thinking retailers have already launched in-store programs that educate customers on the benefits of borates, creating new profit centres while fostering lasting relationships. By offering tailored “salt pool” maintenance programs and helping owners understand how borates support easier, more balanced water care, retailers are distinguishing themselves from big-box competitors and enhancing both customer loyalty and profitability.

Here are three proven strategies retailers are using to effectively promote and sell salt-support maintenance programs:

1. Create a “salt pool” section

Retailers should focus on the customer experience when they enter the store. The goal is to make shopping straightforward, not confusing. Setting up a dedicated “salt pool” section can help achieve this. As grocery stores have a specific “organic” section, a designated area for salt pool and spa owners allows customers with SCGs to find the products they need conveniently.

Without clear guidance, these customers might wander into the general chemical aisle and feel overwhelmed, especially during peak times when staff are busy helping other clients. An organized section, with clear signage and short instructional videos, helps direct customers until a team member is available. This method improves efficiency, boosts confidence, and fosters a positive in-store experience.

2. Add “salt support” to water testing software

Including salt-specific products and parameters in water testing software can be very beneficial for busy retailers, especially during peak season.

“What has really helped us sell this product is testing for borates in our water testing lab,” says Schulhoff. “We use a digital spin test system and have added borates as one of the parameters measured in every water sample. We also offer a borate-based salt-support product for customers with salt pools.”

Schulhoff notes that customers often inquire about borates when their test results indicate low levels. Although his team may not always have time to thoroughly explain the chemistry, he finds that curious customers frequently research borates themselves and quickly see their advantages for maintaining water balance in salt pools.

“If we didn’t test for borates, some customers might think we were trying to sell them snake oil,” says Schulhoff. “Testing for borates has been a big win for us.”

3. Provide prescriptions

Retailers need to establish a consistent “go-to” salt-support program for their customers. This program should include a start-up product, such as one containing borates, to help stabilize pH levels, which tend to rise in pools sanitized with SCGs. Adding this product once a year at the start of the season forms the foundation of a simple, effective maintenance plan.

The program should also include a product to prevent scale buildup on the salt cell and a seasonal “boost” treatment for times of high bather load during summer. To ensure optimal performance, the salt-support program should feature a chlorine-free shock, a phosphate-free scale preventer, and an algaecide that remains stable in saltwater environments.

Preparing for next season

Borates are a vital tool for maintaining balanced pool and spa water, improving clarity and comfort, and increasing sanitizer efficiency, often resulting in measurable cost savings. The “borate pH buffer advantage” offers immediate chemical savings for pool and spa owners, while also reducing maintenance issues, preventing corrosion and scale damage, and encouraging long-term customer loyalty.

By inhibiting algae growth, reducing the need for chemical adjustments, and improving water appearance, borates help produce cleaner, more comfortable water. Their capacity to stabilize pH and prevent common water balancing issues makes them an important resource for both professionals and homeowners. Additionally, by lowering the requirement for additional chemicals, borates simplify maintenance for service technicians and enhance the overall ownership experience.

Now is the perfect time for retailers to prepare for the next season by offering clients a straightforward, borate-based salt-system maintenance program. A well-designed plan not only guarantees customer satisfaction but also boosts loyalty and creates a reliable, recurring revenue stream. Salt-pool-support products give specialty retailers an effective way to strengthen relationships with customers, stand out from big-box competitors, and avoid competing solely on price. For retailers who have not yet adopted one, implementing a borate-based salt-support program for the 2026 season is a smart strategy to enhance both profitability and long-term customer loyalty.

Author

John Bereza is the Great Lakes regional sales manager for Haviland Pool and Spa Products, a manufacturer of water treatment products in Grand Rapids, Mich. He works to promote the company’s pool and spa/hot tub product lines to its network of national distributors and dealers. Bereza has worked at Haviland since 2003 in various roles, including decorative coatings technical support and marketing, and, since 2020, has been in the current sales role with a primary focus on technical training. He can be reached via email at johnb@havilandusa.com.