Time to Make Hay!
Landscapers are in the right market at the right time, because business is booming. We hear that homeowners are investing more in their homes and yards, and it is good to see our senses confirmed by landscaping surveys and trends. How much growth can you expect, and what do you need to talk about with homeowners? Surveys help answer those questions and provide clear trends. Lawn & Landscape’s April 2021 magazine ‘Grow the Market’ surveyed homeowners on what they plan to invest in and on their opinion of landscape contractor services. These takeaways are super valuable for your landscaping business.
Pride and Joy
“Consumers still value their lawn and landscape”. Homeowners enjoy their outside space (80%) and their landscape gives them a sense of personal pride (80%). The takeaway for contractors: Make sure you appeal to these emotions during your conversations with homeowners, let’s make them proud.
A Landscape Called Desire
60% of homeowners said that landscaping spending was as important as vacation and entertainment spending, up from 50% in 2016. Recent events such as COVID have increased their desire for an enjoyable property, and their spending follows those desires. Their wants will be very important for your business during the next few years. Some of these homeowners will know clearly what they want, however, others may need to see examples and trends. Your job is to guide homeowners to speak about what they desire in their landscape, and then for you to make it so!
Fun in Functional
Another emotional appeal: How important is it that the outside looks as nice as the inside? 56% said equally important, which illustrates the recent ‘Outdoor Living’ development, which extends the inside living into the outdoors. Our outdoor living space is “more valuable than ever before” according to the ICFA survey, and “Americans do not just want their decks, patios and porches to be aesthetically pleasing showpieces, they want to get real use out of them. Over half of Americans (53%) want to create enjoyable and functional space.“
Meet their Demands
Hardscaping and installations are on the rise! From 25% in 2016, now up to 40% of homeowners are planning a major hardscape project, such as adding walkways, a patio, or an outdoor kitchen. To meet that demand and match it with the trend of formal hardscape, it fits to offer them hardscape water features. Check out the water feature bundles from Atlantic Water Gardens, these make a perfect addition to a formal yard.
Who Do They Call?
When selecting a contractor, what attracts homeowners to a company? 73% follow recommendations from people they trust, 51% said online reviews, and 48% said seeing their trucks in the neighborhood. Their choices are a clear indication of where your marketing dollars ought to go!
Landscaping surveys and trends show that homeowners are spending more on their landscape than 5 years ago. When we couple that with the reported strength of residential construction and renovation market, it means we have a projected positive marketplace at least for the next 3 years. Time to make hay!
Read Lawn & Landscape Grow the Market report here (PDF).
Read the April Lawn & Landscape magazine here.
