Factors impacting business and marketing strategies used by landscape firms

Landscaping services have become increasingly important. Landscaping services fill a niche for consumers who do not have time to garden, do not have the knowledge to care for their landscapes, have physical limitations, or do not enjoy gardening. Recently, demand for landscape services has increased. 

Data are from a national survey of 564 U.S. green industry firms from 2014 and 2019. Firms were grouped into landscape, retail and grower firms (LGR, 30% of the sample), landscape and retail firms (LR, 20% of the sample), and landscape only (LO, 50% of the sample) firms to account for differences observed from different business types. 

Regardless of the firm type, most landscape firms relied upon in-person sales methods to generate business. LO firms used in-person methods, followed by telephone, and other sales methods to generate business.

However, those firms with retail components (LR and LGR) exhibited greater diversity in methods used to generate business. LR and LGR firms used more online strategies (email and websites) and trade shows than LO firms. These results may reflect the need to diversify communication to different audiences targeted by retailers and growers (e.g., end consumers, wholesalers, landscapers, etc.). Interestingly, the results imply that landscape-related sales are still heavily reliant on in-person sales, meaning landscaping is a highly interpersonal discipline. This suggests the need for and value of great salespeople align plants and designs with clients’ needs.

Read the complete article at www.e-gro.org.

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