Irrigation Investing: Time is Money

In these uncertain economic times, irrigation clients find peace of mind knowing that their investment in their irrigation systems is paying off. At least, that’s what Nick Strehle of Johns Island, S.C.-based Sunburst Landscaping has found.

“Whenever possible, we work with our clients and prospective clients about how we can change the irrigation system to be more efficient and provide healthier plants and trees,” Strehle says.

Sunburst offers return on investment estimates and customers have responded well, he adds. “Especially now, people need to make sure their money is working hard and as much as possible for them each and every day.”

Irrigation work makes up only 4.3 percent of the company’s total sales in a mix of 50 percent commercial, 40 percent residential and 10 percent government work. Still, Strehle has taken steps to prove that his company is an authority in irrigation efficiency. As a result, he has learned that with the right mix of right products, knowledge and a network, irrigation customer satisfaction is within a rotor’s throw.


Design Over Product
Even the best sprayheads and rotors will be less efficient if the planning is subpar, Strehle says.

“Engineers are great at developing a more efficient water delivery product, but the design stops there,” he says. “The products we choose on each job are only as good as our design.”

With that in mind, Strehle keeps sprayhead and rotor purchases simple, sticking  to the major brands and only a few types. He has adapters on hand to connect to other brands’ components.

Profit in Parts Michael Galli pitches water savings through new, more efficient heads and rotors. To help his customers save water, Michael Galli, owner of Metamorphosis Landscaping, Milbrae, Calif., has been retrofitting the systems his company maintains with pressure-regulating heads, which can save up to 30 percent more water than traditional models, and his customers love it. “We don’t do the traditional irrigation audit as much; we roll an irrigation upgrade as part of a landscape upgrade,” Galli says, adding that he’s sold enough of those landscape upgrades to keep crews busy until September. Galli’s clients are 100 percent high-end residential, and about 10 percent of his $1 million in revenue came from irrigation work last year. Galli sends a letter to each of his clients in February to remind them about what maintenance is due. He always includes a paragraph on improving the irrigation system – that a smart controller can help save up to 40 percent of a system’s water costs. Galli says contractors should position themselves as resources for their customers. “First, educate yourself. It’s really important to be truly educated about the product,” he says. “Clients will buy more from you if they see you as a resource, not a salesman.” – Chuck Bowen

All About the Network
Strehle counts on a reliable supplier network to get the right parts quickly, especially since he doesn’t keep many extra parts in stock.

“Sunburst is a smaller company that uses the system of, ‘Hey we are out or down to the last one,’” he says. “All of the irrigation parts are located in their own plastic bins. Before each major project, the bins are checked and refilled if necessary. We also prefer to buy by the box or large package.”

Sunburst doesn’t have a dedicated irrigation truck because the work accounts for such a small percentage of the company’s sales. If it did, Strehle would opt for a Dodge Sprinter.


Maintaining a Client List
Strehle doesn’t find it wise to mark up head replacement services. “My dad likes to use this analogy, ‘You can charge people $30 for a steak, but you can not charge them $5 for a standard cup of coffee,’” he says. “I think the same is true for head replacement.  I would run someone off if they wanted their minimum charge plus the cost of the head.”

Instead, head repair service functions as a loss leader for the business, he says. He hopes providing outstanding service in this area will encourage clients to return to them for other services.


Other Vital Tools
Strehle has found other non-irrigation tools useful in spreading the word that Sunburst offers efficient sprayhead and rotor installation and maintenance. For example, being certified helps Strehle keep up with the latest technology. Besides having a bachelor’s degree in agriculture, he is an Irrigation Association-certified irrigation contractor; he’s also a WaterSense Partner.

Strehle also submits educational articles to the local newspaper, which provides some publicity for the company. One of his recent articles illustrated ways to make sure an irrigation system is running efficiently. Of the calls about the articles, the majority are about the irrigation-related topics, he says.

But the one tool that might come in most handy in Strehle’s dealings with sprayheads and rotors is an understanding of what customers want. Lately, the most efficient system in the world usually isn’t at the top of the list.

“As a whole, individuals have been more concerned with the bottom line rather than a well-thought-out design,” he says.

The author is a freelance writer based in Lakewood, Ohio.