Brookings, South Dakota, is a growing city with a population of approximately 24,000 residents, anchored by South Dakota State University. The pool service market here is seasonal, with the outdoor swimming season typically running from late May through early September. Because South Dakota has cold winters, most residential and commercial pools are inground or above-ground structures that require spring opening, regular chemical balancing, cleaning, and fall winterization. The local market is underserved relative to larger metro areas; many homeowners currently rely on DIY maintenance or word-of-mouth handymen. This creates a strong opportunity for a dedicated pool service professional. The university also operates several campus pools and recreational facilities, offering potential commercial contracts. Additionally, the area’s growing suburban developments often include community pools needing maintenance. With proper positioning, a pool service business can capture a loyal customer base before competitors from Sioux Falls (about 60 miles away) expand into Brookings.
To operate in Brookings, you must register your business with the South Dakota Secretary of State. A sole proprietorship is easiest for startups, but forming an LLC provides liability protection. File articles of organization online; the fee is around $150. You will also need a Brookings city business license. Contact the Brookings City Finance Office to apply; the cost is generally $50–$100 annually, depending on the business type.
If you handle pool chemicals (chlorine, algaecides, pH adjusters), South Dakota requires a Commercial Pesticide Applicator License through the South Dakota Department of Agriculture and Natural Resources. The category you need is "Aquatic Pest Control" (category 5). You must pass a written exam and pay a fee (approximately $50 for the exam, plus a yearly license fee around $100). Even if you only add chemicals for customers, this license is mandatory. Keep records of all chemical applications for at least two years.
General liability insurance is critical. Pool service involves property access, water damage risk, and equipment handling. Expect premiums of $600–$1,200 per year for a basic policy with $1 million in coverage. Consider also bonding (especially for commercial accounts) and workers' compensation if you hire employees.
South Dakota imposes a 4.5% state sales tax on tangible personal property, including pool chemicals. Brookings adds a city sales tax of 2%, making the total 6.5% on chemical sales. If you charge a separate line item for chemicals, you must collect and remit sales tax. Service labor (cleaning, repairs) is not taxable in South Dakota, but check current rules with the South Dakota Department of Revenue. Register for a Sales Tax License online (free).
Go to google.com/business and sign in with a Gmail account. Enter your business name exactly as you plan to use it (e.g., "Brookings Pool Care"). Choose the category "Pool & Hot Tub Service" or "Pool Cleaning Service." Provide your physical address if you have a service area. For a pool service business that travels to clients, you can hide your street address but still set a service area covering Brookings and surrounding areas such as Volga, Aurora, and even rural lake properties. Verification typically happens via postcard or phone.
Create a website with a clear domain (e.g., brookingspoolcare.com). Structure pages around services: "Pool Cleaning Brookings," "Pool Opening & Closing Brookings," "Pool Chemical Balancing Brookings." Include your city name and "South Dakota" in title tags, meta descriptions, and headings. Write location-specific content: "Serving the Brookings community since 2025" and mention specific neighborhoods (e.g., Highland Park, Medary Acres). Ensure your site is mobile-friendly and fast-loading.
List your business in local online directories: Brookings Chamber of Commerce, Yelp, Nextdoor, Angi, HomeAdvisor, and the South Dakota Business Directory. Ensure your Name, Address, and Phone number (NAP) are identical across all listings. Inconsistencies hurt rankings.
Write blog posts like "How to Prepare Your Pool for a Brookings Winter" or "Best Pool Chemicals for South Dakota Hard Water." Embed a Google Map on your contact page. Create a service area page that lists all towns you cover within 30 miles of Brookings.
Get links from the Brookings Chamber website, local news sites (Brookings Register), and partner businesses (e.g., local hardware stores, real estate agents). Sponsor a community event or join a business network to earn natural backlinks.
Brookings is a mid-size market with lower cost of living than coastal areas, but pool service is a niche. Price competitively yet profitably. Typical rates for 2025:
Offer seasonal contracts (4-month summer season) at a slight discount (e.g., 10% off weekly rate if prepaid). Consider a "pool care membership" with priority scheduling.
Run a free GBP audit, analyze your competitors, and track your review growth — all in one platform.
Try BizLaunchIQ Free →