In the highly competitive world of landscaping, offering more than basic lawn care is essential for business growth. Add-on services, such as seasonal plantings, irrigation system installation, hardscaping and pest control, can increase revenue, enhance customer satisfaction and differentiate a company from competitors. However, it’s not just about offering these services—the key is in marketing them effectively. Here’s how landscape companies can boost sales through strategic promotion of add-on services.
1. Understand your audience’s needs
Marketing starts with understanding what your customers want. Use customer feedback, surveys and past service trends to identify common requests and gaps in your current offerings. For example, if many of your clients struggle with maintaining their lawns during summer droughts, offering an irrigation solution could be a valuable add-on.
Segment your customer base and create targeted campaigns for different groups. Commercial clients may be interested in snow clearing or parking lot maintenance, while residential clients might be more inclined to invest in tree care, seasonal garden designs or outdoor lighting.
2. Bundle services for convenience
One effective marketing tactic is to bundle services into convenient packages that make it easier for clients to say yes. F
or example, instead of only offering lawn care, create a "full outdoor maintenance package" that includes lawn care, fertilization, and pest control. Bundling makes the offer more attractive because it simplifies decision-making for the client while increasing the bottom line.
3. Leverage email marketing and CRM systems
Utilizing systems like ActiveCampaign or other CRM platforms is essential for staying connected with your existing customer base. Regular email campaigns can promote add-on services in a way that feels personalized and timely. Send emails based on the season, such as promoting winter snow clearing services in the fall or reminding customers about fall aeration and fertilization in the summer.
Segment your email list to tailor messaging: Commercial clients receive different suggestions than residential clients, and those with ongoing maintenance contracts can be offered exclusive add-ons or early-bird specials.
4. Highlight success stories and testimonials
Case studies and testimonials showcasing how your add-on services improved a client’s property can be powerful marketing tools. Show potential customers the transformation, whether it's a before-and-after photo series of a hardscaping project or a testimonial from a client who saw significant lawn improvement with your irrigation system.
Make these stories part of your website, social media and even email campaigns. Highlight specific outcomes, such as water savings with an irrigation system or increased curb appeal with custom landscape lighting, to help prospective customers envision the value these services could add to their property.
5. Use social media and online reviews
Social media platforms like Instagram, Facebook and Pinterest are ideal for showcasing the visual results of your landscape projects. Use high-quality photos and videos to show off your add-on services, and include brief descriptions about how the service enhances the client’s outdoor space. This is especially effective for more creative services, like seasonal displays, landscape design or hardscaping.
Encourage satisfied customers to leave reviews on Google and Yelp and respond to these reviews to build trust and credibility. Positive feedback from existing clients can inspire others to try your add-on services.
6. Upsell during regular services
Your crew members and customer service team are invaluable when it comes to upselling add-on services during routine visits. Train them to observe opportunities and make suggestions. For instance, if a crew notices poor drainage in a customer’s yard, they can recommend a drainage system installation, or if a customer’s lawn is starting to brown, they can offer aeration and overseeding services.
Make sure your team is equipped with sales materials, such as brochures or digital presentations on a tablet, so they can discuss these add-ons with the client on the spot.
7. Offer seasonal promotions and discounts
Seasonal services can be difficult to sell if clients don’t plan ahead, but offering promotions can create urgency. For example, offer a discount on snow clearing services if booked before October, or give a package deal on fall clean-up and winterization services. Seasonal promotions can also be a great way to upsell during quieter months when regular lawn care services may not be in high demand.
8. Invest in local advertising
Local advertising can help reach new customers who may not know about your add-on services. Consider using Google Ads with location-based targeting, or invest in print ads in local magazines that focus on home improvement and real estate. Being featured in local directories or sponsoring community events related to home and garden care can also increase your visibility.
Additionally, attend local home and garden shows or business expos. These events allow potential customers to see your work in person and interact with your team. Offering consultations or discounts for event attendees can lead to new clients and expand awareness of your offerings.
9. Educate clients through content marketing
Help your customers understand the value of your add-on services through educational content. Blogs, newsletters and how-to guides can position your business as an expert in landscaping. For instance, writing about "5 Signs You Need a New Irrigation System" or "The Benefits of Hardscaping for Outdoor Living" can inform customers of the value of these services while subtly encouraging them to purchase from you.
Video tutorials or Q&A sessions on social media can also be engaging ways to show the benefits of your add-ons. You could film a crew installing an irrigation system, explaining each step of the process, or create time-lapse videos of landscape transformations.
10. Follow up and build long-term relationships
After completing an add-on service, always follow up with your client. A quick check-in to ensure satisfaction can not only build trust but also provide an opportunity to suggest future services. For example, if a customer had landscape lighting installed, follow up a few months later to recommend seasonal upgrades or maintenance.
Build long-term relationships by maintaining regular communication through newsletters, holiday cards, or seasonal service reminders. The more you stay top-of-mind, the more likely they are to consider your add-on services in the future.
Conclusion
Marketing add-on services is a strategic way to grow your landscaping business, increase customer satisfaction, and boost revenue. By understanding your customers’ needs, using digital tools for CRM and email marketing and leveraging testimonials, you can effectively promote these services. With the right approach, add-ons can become a significant contributor to your company’s success.
