Brown: We achieved around 15 percent revenue growth in 2024 over 2023. A lot of our growth was in our maintenance division. We noticed some slowing in client spending for large landscape and hardscape projects. Consumers were more cost-conscious due to the state of the economy. Filling enough job positions with qualified candidates continued to be a challenge at times. Some of our job material costs increased which we had to account for in price adjustments to our clients. Our holiday lighting services really overperformed versus 2023. Demand is up for seasonal decorating services. We had a really wet spring and then one of the driest summers on record. That weather contributed to many lawn renovation and sodding projects in the fall.
Green Industry Pros: What challenges did you face? How did you contend with those challenges?
Brown: Consumer spending on large design/build projects slowed a little. We were able to keep our install crews busy, but we did not have the backlog of projects we have had in past years. Hiring qualified team members continues to be a challenge. We adjusted some of our pay rates and also developed a clearly defined career advancement process that pays our employees more when they learn extra skills and equipment. We also offer paid industry certifications through NALP and ISA and offer pay increases when they get their certifications. Some of our operating and material costs increased and we have to adjust our pricing accordingly to account for the increases. Weather was a challenge with periods of prolonged rain to periods of record extended drought.
With the demand of holiday lighting rising, there has been a flood of installers that have entered the market that don't charge enough for their services and as a result, don't take care of the clients. That could be selling them homeowner-grade instead of commercial-grade lights or never coming back to take the lights down after the holidays. We have had to educate people on the value of choosing us and our services. We offer a 100 percent lifelong warranty on our lights and our all-inclusive pricing includes service calls within 48 hours of notification. We do what it takes to make our clients satisfied, full stop.
Green Industry Pros: What trends have you seen within the broader landscape industry? How has your company responded to those trends?
Brown: I think landscape functionality is becoming more important to homeowners, meaning they can utilize their outdoor space a longer duration of the year, and it be flexible for a variety of activities. Specifically with patios, (it's) making sure there is ample seating for get-togethers, heaters or fire features for the colder months, landscape and patio lighting for summer nights, outdoor kitchens and more. It's not that functionality wasn't important before but with the 2024 economy, it was more top of mind to homeowners that they get the most functionality for their money.
Intelligent app-controlled RGB landscape lighting and roofline lighting is all the rave right now. So much so that there are a lot of lesser quality products being sold at big box retailers now. We try to spend time educating our clients the benefit of investing in quality commercial-grade landscape and permanent roof line lighting systems that will save them money and aggravation in the long run. Holiday lighting services continue to rise in demand.
Green Industry Pros: Have you adopted any new technology recently?
Brown: Over the last several years, we have really leaned into text messaging with clients rather than traditional emailing. We use our text messaging software to message prospective client throughout the proposal process. A lot of our clients prefer texting, and with us having that capability, they love it.
We have designed and programmed our own software to allow clients to view, customize and sign up for landscaping plans online. They can see their pricing change in real time based upon the selections they make and complete and sign the agreement all online. This has allowed us to upsell more and keep things organized.
Green Industry Pros: What’s your expectation for the upcoming year? Why?
Brown: We expect another year of growth. Hopefully consumer spending on larger projects will increase a little. Continued increase demand on lighting services.
Green Industry Pros: What’s your advice for other landscape contractors?
Brown: With consumers being cost-conscious, don't lower your prices if asked. Sell them on the value you can provide them. We have a saying we tell clients: "We will not be your lowest cost provider, but for every dollar you spend with us, you will get the most value." Be sure to sell yourself and your services. Not your price.
