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Landscaping is a lucrative and rapidly-growing industry – information provided in the IBIS World Landscaping Services Industry Report revealed that businesses operating in the landscape services sector brought in more than $105 billion in revenue last year and grew by 4.9 percent over 2020. The industry now employs one million workers and includes upwards of 604,000 companies. Read BBB's report on the landscaping industry.
As an owner of a landscaping business, you know the importance of having your business stand out —here are 15 tips you can use to help you market your services and break through this increasingly competitive marketplace:
Billing and branding
1. Define your services
Take the time to outline what services you want to specialize in. Clients and prospects are willing to pay premium fees for landscaping services that go above and beyond simple lawn cutting and weeding.
2. Create a clear billing structure
Create a clear, easy-to-understand billing structure - not only does this make planning your cash flow easier, but it helps to instill trust in your clients because they can see that your pricing is fair and transparent.
3. Develop your brand
Think about what makes your landscaping business stand out from the competition —how do you differentiate yourself from all the other landscapers in your area?
Work to develop your own unique brand that includes a logo, consistent color scheme and tagline to use on all your forward-facing interactions with clients and prospects, such as your invoicing, uniforms, and advertising.
4. Research the competition
Landscaping is largely an unregulated business that virtually anyone with a few basic tools can break into. Do some market research in your area to learn what services your competition is offering, how they acquire new clients, and how they structure their pricing. This is critical information you can use to both market your business (for example, if you're the only organic landscaping company in town, be sure to say so) and to deal with objections from prospective clients who may argue that they can hire another landscaper for less.
Establish a strong online presence
5. Create and maintain a high-quality website
Having a great website is critical to the success of any business today. Your website serves a number of purposes —it's where your clients and prospects can view examples of your work, learn about your services, and find out how to contact you. A solid, easy-to-navigate website helps set your business apart from people who simply do some landscaping on the side.
6. Sign up for Google My Business
Google My Business (GMB) is a free online tool that helps to boost your standings in localized search engine results pages (SERPs). This means that when someone in your service area searches for a landscaper, companies that have up-to-date, complete Google My Business profiles will be promoted through Google's search engine —for free. Given the fact that more than 93% of online mobile searches in the U.S. are done through Google, you can use the integrated booking feature within Google My Business to make it easy for your clients to book with you using their mobile device.
7. Update your BBB Business Profile
All businesses, whether BBB Accredited or not, receive a business profile on BBB.org. Business owners may access their business profile and update it with contact information, office hours, and even upload photos. It’s important to make sure BBB visitors are learning as much as possible about your business by updating your BBB Business Profile today!
8. Maintain an active social media feed
Having an up-to-date social media feed for your landscaping business is a great way to help boost your search engine results rankings, connect with your customers, and promote your services. Update your feeds regularly with seasonal information about landscaping topics, offer exclusive follower-only specials, and be sure to respond quickly to any comments or questions.
Use traditional marketing tools
9. Advertise on your vehicle
Adding branding to your work van or truck with vinyl lettering or custom magnetic signs is a great way to increase your professional profile while taking advantage of the marketing potential of your vehicle. BBB Accredited Business should add the BBB Seal to their fleet to let current and potential customers know they can trust their company.
10. Provide free, no-obligation consultations
While some landscapers shun this practice because they feel like it's giving out valuable information for free, the fact is that meeting with a prospective client gives you an opportunity to make a connection, show off your services, and boost their confidence in your brand.
11. Offer referral bonuses
Just like many other service-orientated businesses, the landscaping industry is largely based on word-of-mouth. Encourage your existing clients to promote your company by offering referral bonuses when they recommend you to a friend, neighbor, or colleague.
12. Display lawn signs
Ask current customers if you can display lawn signs with your logo on their property - this is a great way to showcase your work and recruit new clients.
Build your team
13. Start with contractors
When you need more help, start by contracting rather than hiring an employee —this gives you the flexibility to hire assistance without the hassles that come with being an employer.
14. Outsource administrative tasks
Dealing with bookings and record keeping can be time-consuming - consider outsourcing these tasks to a virtual assistant.
15. Look for a partner
Consider expanding your landscaping business by developing a partnership with a friend, family member, or another independent landscaper. This can be a great way to grow your services while sharing the responsibilities.
By using these simple, low-cost marketing tools, you can quickly grow your landscaping business and take advantage of this 'growing' industry.
Download BBB's industry report on landscaping and visit our industry hub.
Need more helpful insight into growing your business? Check out the BBB business news feed and the BizHQ.
BBB Great West + Pacific contributed to this article.