[CarolinaCoast]

I've owned a fairly successful, but small landscape company (I'm currently in Afghanistan). Didn't really get the volume of customers desired, had slow times, wondered if enough people really wanted a better lanscape and were willing to pay $10-15000. From what I've been reading, that sounds like a market that has the most competitors. I close at 70% and get recommended, but volume- no volume. My goal is 30-45 jobs a year around the price previously stated. I'm willing to seek clients within 2 hours of driving time to reach my goal. Can anyone really put a finger on successful marketing? Effective marketing? I'm pretty confident with every other aspect of landscape installation and running a business. My area suffers from periods where buyer enthusiasm is low- droughts/heat, hurricane season, Christmas, Jan/Feb (too many). I like residential renovation, but it seems limited to me. Lots of competitors, homeowners seem to invest only on the interior of their home.

[Stonehenge]

Have you considered moving to a different area?

What marketing efforts have you tried that didn't work out?

[jshilan]

It doesn't take as much as you think it might. I can say this because I have 30+ years of experience and like many, I have learned a lot of things the hard way. Now looking back, and after working for several companies, including my own, there are just a few things you need to do to succeed.

I will list some ideas for you but they sound easier then they are.

1. You need to know what business you are in and who your customer is. If you read a lot of posts you realize how differently everyone approaches their business, not even taking into account that people are from all over the world.
2. You need to attract customers who value your service and you actually need to have a valuable service to offer. Just because someone has a truck, some equipment and knows where the local nursery is, does not make them a landscape contractor. (Well actually in most states it does.)
3. Everyone gets the same leads or calls. That's right, everyone gets great leads and horrible leads whether you are a 1 man operation or a multi million dollar operation. What you do with those leads is the key to success or failure.
4. Travel kills - going two hours is crazy. I don't know where you are exactly but around here two hours will put you in one of 4 or 5 states. If you are going to travel two hours (each way) you are better off staying in a hotel M-F.
5. This is a weather dependent business no matter where you are. I met someone at a PLANET conference and he asked me about winter mowing. I told him winter mowng in NJ is snow plowing. He was from FLA.

There is a lot of competetiton in my area but somehow the same companies always get the work. Are they the least expensive? No. Are they the best at what they do? No. Are they really efficient and well organized? No. They just have a process that appeals to the market and gets the clients involved and excited.

If you want good projects and enthusiasm you have to create it. You have to engage your clients and motivate them. You need to create the excitement. If you can do that, the rest is easy.

[CarolinaCoast]

Thanks for the help. I know my niche (high end installations) and have considered two other markets (cities) to pursue hence the 2 hr radius. Jody nailed it. I wasn't sure what part of the equation is missing but now I see that enthusiasm/excitement will take care of many other aspects to my business.

Marketing is just intimidating, I guess. I've tried flyers, door hangers, local towns' weekly paper and city daily newspaper advertising and advertising in a monthly publication for upscale women. The towns' weekly paper has given me steady business, but not what I'm looking for, not the homeowner who lives in a 750,000 to $1000000 home around Charleston. I know someone stated that magnetic business cards on the mailboxes are passe', but that was going to be my next effort. And, it will target those specific subdivisions. It also seemed to be what many people were doing up until I left. Someone (a pest control business owner with 60+ OFFICES) mentioned a direct-mail colorful brochure via FedExpress to these people. I don't mind spending on advertising, but what's effective, besides networking?

And, how (besides shows) do you effectively network- gardening clubs? Distributors? Nurseries?

Also, the person who wrote "check on who is installing a pool in their backyard" is a genius. How many other ideas like that are out there.

Thanks for the help

Dan

[Lanelle]

If you wish to appeal to a certain 'crowd' you have to learn what they pay attention to for their ideas and information. Look at the local/regional shelter magazines. Check out advertising on the internet.
Where do these people hang out, where do they shop and eat?
If you are going to appeal to the top 5% of the afluent homes, sticking a magnet on their mailbox isn't marketing, it's an annoyance to them and illegal.

[Mac]

I think building a very solid business just takes time. To develop the relationships with the people you want to work for doing the kind of work you want to do, can not be effectively forced - it just takes time to develop. Dont stop marketing but do realize that the best leads are when the client finds you because they want you; not because they just saw your ad.

[GLAN]

I don't do alot of renovation, design and installation......The projects we do are very well done (in my opinion).....Not many I know of consider the soil for the base of all things......regardless.

The main stay of my business is "Landscape Management"

I am by far not the least expensive. I was just a couple years ago probably in the top 3 of cost for services.......Today there are a couple that have surpassed me.....only cause of pricing adjustments.....and they figured they'd make a big jump.

I charge good money for the service we provide.....and yes I increased rates this year....one of the most significant increases in more than 30 years........I only lost 3.8% of my customer base. 2% of that were customers we no longer wanted to work for.

I thought about this and I began to go through my customer list and think about who they were, what they did.......I realized that the majority of those I work for are professional people...both husband and wife having careers. Those that were only 1 income, the working spouse is an executive.....Then I have retired folks who were in the same catagory previously mentioned......then I have the blue collar workers. Not grunts, rather those that would be considered management types.

I never realized this before, maybe I did, just never put much thought to it. A long time ago I had decided that I wanted to and needed to work for people that could afford me. Those that appreciated quality and would pay for it.....Thinking about it now.......I had obviously targeted my service towards those that I had mentioned.

Understand my situation here.....I am in my 32 season of doing my own thing. I was always a perfectionist.....I offered to others what I wanted at my own home...and I viewed each accounts landscape as if it were my own....Yeah, I had some periods where I lost direction, but I always rebounded.

I know you want those 10 - 15k landscape jobs......I don't do hardscape, specificaly paver and mason work.......but I do plenty of work in the $2k - $5k range.....occassionaly around $10k.

My area there seems to always be alot of renovation going on.....If someone is adding an extension to their home......I'm more than happy to do anything after the construction is completed.......Also there are plenty of very old and tired landscapes...very large trees that are removed, stumps ground and then I come in to do what ever......lots of that going on all the time.

These smaller jobs are easy to do and easy money........at least it keeps me busy.

I feel when starting a business or re-entering a business........you start at the bottom. Be detail and quality oriented.......better things will come

[CarolinaCoast]

Thanks to all for your advice. Being able to effectively target the clientele I've chosen has certainly been a learning experience. Thanks Lanelle for the ideas.