You can always make it better

Landscape enhancement services that add value and function to a property or improve appearance and enjoyment are smart viable options for companies looking for ways to supplement their revenue stream. Since it takes more money and effort to bring on a new customer than to retain a company or homeowner that already uses your services, seeking added revenue by performing additional services, such as enhancements, for your current customers is a wise move for landscape companies.

Landscapes are dynamic, living things – they age, are subject to adverse effects by outside forces such as wind and weather, and will suffer if not cared for properly. As a landscape professional, you need to realize the value and importance that every landscape property has a proactive enhancement strategy to protect the property owner’s investment in the landscape and the curb appeal of the property.

Landscapes are also extensions of the personality and image of a homeowner or business. Even the smallest touches can create a strong visual impact and bring beauty and spirit to an existing property. Some enhancements, like drainage or irrigation, are not as noticeable, but they are just as important. Carefully evaluate the needs of the property on several levels, from plant health and safety issues to aesthetics and function, and propose a plan for correcting hazards, resolving problems and providing repairs and upgrades.

A little creative thinking and examination can earn you big points. For example, could a commercial property owner benefit from the installation of a small patio area with a picnic table where employees could enjoy their lunches and breaks in good weather? Or is the mailbox or door mat of a long-time customer in need of replacement?

Besides being a source of additional income, enhancements highlight your attention to detail and interest in customer’s property. This will help you build an all important trust-based relationship with your clients.

Possible enhancement projects and services cover a range of activities. There are four general categories of enhancement work:

• Problem solving
• Site upgrades and updates
• Quality of life projects and services (which includes visual impact and curb appeal)
• Plant health and/or maintenance services.

Thoroughly consider all the factors involved when deciding what additional services to offer. First look to your current customer base – are there items or services that they have been requesting or that you have been outsourcing to another company that you could take on yourself? You will also want to look at the experience and knowledge level of your crews, estimate any financial commitment necessary to add a particular service and evaluate your competition and the potential market share you could gain.

Some enhancements will obviously be a more comfortable fit with your current services than others. For the highest level of profitability, look at adding enhancement work that complements your current service menu and will make the best use of existing company resources (see “Enhancement possibilities” below for ideas).

Whether you decide to offer the smallest touches that can create interest and bring new life and function to a landscape, take on larger projects like outdoor kitchens and fireplaces or provide less conspicuous services such as controller upgrades or erosion control, enhancement work has its rewards. Offering enhancements to your existing customers is a sensible way to increase your revenue while using your resources to their fullest potential and becoming a valued partner to your customers. 
 

The author is a certified landscape professional, master certified nurseryman and landscape account manager for Four Star Greenhouse/Proven Winners in Carleton, Mich.