How to Market your Landscaping Company Economically

Direct marketing to customers' neighbors often increases your client list.

Marketing your landscaping company in a systematic and economical manner brings fresh, new prospects in a steady stream. Good marketing keeps phones ringing and your trucks on the road. Use a multi-prong approach that maximizes your business' potential. Some of the most effective marketing ideas are inexpensive. Try direct mail campaigns and face-to-face marketing of existing customers. Create an online presence and use signage strategically for reaching prospects in the neighborhoods where you already work.

Things You'll Need

• Postcards
• Mailing list
• Logo graphics

Instructions

Postcards

1. Design a postcard with quality images of well-maintained landscapes. Add testimonials and a special or discount for new customers.

2. Purchase a mailing list of single-family homeowners in your market area. Direct mail lets you place information about your landscape business in the hands of every prospect in your market area.

3. Mail the first round of postcards early in the season. For best returns, mail the postcards on Fridays. They arrive by Monday or Tuesday. Repeated mailings bring success over time.

Existing Customers

1. Offer new or one-time services to existing customers. Use face-to-face or telephone marketing to help find new projects.

2. Submit a proposal for an additional service such as landscape lighting, small excavation projects such as driveway maintenance, snow blowing, tree removal or pond and waterfall construction projects or whatever other service you perform well.

3. Say thank you to loyal customers during the holidays by giving a small potted plant or other green gift.

Internet

1. Create a website that features your services, testimonials, how-to information and photographic or video examples of your work.

2. Optimize your website with a special focus on reaching homeowners within 25 miles of your business headquarters. This way, you are close enough to be competitive when you get opportunities for bids.

3. Include contact information for prospects to reach you by phone and email, for instance. Make sure someone is following up in a timely manner with all prospects generated online.

Signage

1. Design and have printed big, bold signs to post in yards of recent landscape projects, at every intersection nearby and at the subdivision entrance. Field the prospects' calls and win new business.

2. Include your phone number and website on the sign. But keep the sign simple. Offer a single, popular service that helps you get a foot in the door.

3. Offer additional services once you have established a relationship with the new customer.

Tips & Warnings

• For a postcard campaign, execute the entire postcard campaign in-house or pay a professional mailing service to handle the details.

• Creating an online presence does not usually create immediate payoff. Consider it a long-term investment in helping you brand your business and open up future possibilities.

• Know your capabilities. Do not venture into new services unless you have the training and credentials to price the job, perform the work promised and collect enough in payments to make the enterprise profitable.

• Expand cautiously with an eye on your finances. Expanding too quickly may have negative effects on your cash flow.

• Purchase new equipment only if you can use it to turn a profit in a reasonable time frame. Leasing may be better in many situations.

References

• Jess Ray; Simple Postcard Marketing 101; Jessica Ray; April 2011
• Lowe's Commerical Services; Adapt to Economic Changes; Erin Dorr; October 2007
• A Home-Based Business Online; Selling Local Services on the Web; Rick Hendershot; 2005
• Lawn and Landscape; Lawn Care Marketing; Lee Chilcote, May 2011

Resources

• Grounds Magazine; Service Sells; Wen-fei L