Your personality and values determine how you run your hardscape/landscape business. Different types of people value different things. Here’s a list of the types of hardscapers and the homeowner match that best fit each type of hardscaper.
1. THE ARTIST
Moto: “I’ll design you something spectacular & unique.”
What He’s About: Mosaics, custom Designs, uses a lot of Product variety, loves mixing colors and textures, might’ve been a landscape architect or have a design background, might have some Award-winning designs to his name, likes to put a special signature touch on his work. He has an eye for design and loves homeowners who trust his vision.
Services: Design & build, mostly sketches, and scaled drawings.
Homeowner Match: “I want something different, custom, unique. It has to be beautiful & artistic.”
The homeowners who will pick the artist don’t know exactly what they want but they want to hire someone they trust to deliver them a spectacular-looking & unique design for their project. They’re hiring an eye for design, use of colors, textures & mosaics. They want custom design that will stand out, it’s a trophy piece, almost a bragging right. WOW design is top priority.
2. THE COLLABORATOR
Moto: “Let’s build on your vision.”
What He’s About: Exploring design ideas with homeowners.
This contractor is all about really understanding what the homeowners want and being with them every step of the way to guide them through the process. This is the guy who will take the time for a full wants assessment, really listens to the homeowner and probes them to guide their decisions using his expertise. He’s the one who goes to the dealer with the homeowners or always has a pick-up stocked with product samples. The Collaborator helps the homeowners choose color and texture combinations, builds moodboards on Houzz with them, etc. He helps them feel confident and supported in the decisions they’re making.
Services: Step by step design, product selection & purchasing and building consulting.
Homeowner Match: This homeowner has a good vision for what they want and are seeking someone who clearly understands their vision. They’re looking for someone to engage with deeply in the design process and take the time necessary. They’re looking for a partner in the process.
3. THE OUTDOOR LIVING SPECIALIST
Moto: “Let me design & build your new outdoor party room.”
What He’s About: This contractor understands that backyards are an extension of the home and should be used that way. He focuses all his attention on how to bring entertainment to the outdoors. Outdoor features are his passion and his strength. He has ideas to bring fun to any member of the family for any purpose when it comes to the backyard. Outdoor kitchens, sunken fire pits, stone fireplaces, waterslides on stone waterfalls, outdoor bars…you name it, he’ll find a way to make it.
Services: Step by step design, product selection, purchasing and building consulting as well as turn-key solutions.
Homeowner Match: The homeowner that goes for the outdoor living specialist is the one who is all about entertainment. Their greatest concern is about all the ways they’re going to make their backyard fun and exciting. Out of the box entertainment features get them fired up and they want a contractor who has all the ideas for it.
4. THE DESIGN NERD
Moto: “I’ll show you what your backyard will look like in 3D.”
What He’s About: This contractor is a little bit of a technology nerd too. He loves working on the computer just as much as he does outside. He takes pride in the 3D designs he creates. He’ll get the needs, design his vision and then loves virtually walking the homeowners through their new backyards and seeing the excitement on their faces. He believes it’s important to show homeowners what to expect and to approve what they’re getting before his crew puts a shovel in the ground. The design nerd gets the homeowner close to the end result before signing the deal.
Services: 3D design and building.
Homeowner Match: The homeowner that is risk-averse and wants to see it before they buy it. They might also be techies and assume that good landscape contractors provide 3D design services.
5. THE PROBLEM-SOLVER
Moto: “Throw me a problem, I’ll build you a solution.”
What He’s About: He knows his way around land & exterior problems from flooding, to soil erosion, to drought and contamination. He has all the solutions and techniques for rain harvesting, permeable pavements, segmental retaining wall systems, proper drainage and how much to dig. He loves the challenge of a different problem, no 2 days are the same and he likes it when his knowledge, skills and resourcefulness are tested. He can accomplish the job well, no matter the obstacle.
Services: Solution-based landscape construction.
Homeowner Match: The homeowner that hires the problem-solver is aware of an urgent problem on their land and wants a professional with the experience and know-how to solve it.
6. THE HANDS-ON GUY
Moto: “Throw me a problem, I’ll build you a solution.”
What He’s About: He knows his way around land & exterior problems from flooding, to soil erosion, to drought and contamination. He has all the solutions and techniques for rain harvesting, permeable pavements, segmental retaining wall systems, proper drainage and how much to dig. He loves the challenge of a different problem, no 2 days are the same and he likes it when his knowledge, skills and resourcefulness are tested. He can accomplish the job well, no matter the obstacle.
Services: Solution-based landscape construction.
Homeowner Match: The homeowner that hires the problem-solver is aware of an urgent problem on their land and wants a professional with the experience and know-how to solve it.
7. THE PIONEER
Moto: “If it can be done better, or faster, I’ll find out how.”
What He’s About: He’s all about the new ways of doing things and always has a systematic approach. He’s constantly looking at ways to save time, do things better and feels like bringing innovation to processes is his competitive advantage. He’s the guy who finds ways to increase efficiency without compromising quality. He’s a thinker, making up new tricks, time shortcuts and has an optimized system for everything from building a wall to laying pavers. His crew knows his plan is always the most direct path from A to B and they need to follow the way he wants things done. He competes on shorter timelines.
Services: Landscape Contractor.
Homeowner Match: The pioneer appeals to homeowners who value a systematic and innovative approach. They feel more confident because this contractor provides them with a sense of security stemming from his organization skills from the very first meeting. The homeowners enjoy the explanation of his detailed processes and understands that new ways have more value than old tricks. The fact that they can do it in a shorter time period and possibly at a lower cost is also key.
8. THE EQUIPMENT BUFF
Moto: “I’m geared up for any job.”
What He’s About: He loves big toys and big machinery. He always has the latest equipment and takes a great deal of pride in it. His flyers tend to show his fleet which he keeps well maintained and clean. He always has the state of the art equipment on hand to handle any job. He’s worked hard to be able to afford this equipment and feels like it’s a symbol of success, status and expertise. Well-equipped means good results.
Services: Excavation, seasonal services (e.g. snow plowing), hardscaping and more.
Homeowner Match: Homeowners that are impressed by large equipment usually have a soft spot for tools themselves. They see the newest and greatest equipment as a sign of success and assume that this a reliable player that won’t just disappear and has had the prior success to turn their project into another success.
9. THE EXPERT
Moto: “I’m a real professional and have the accreditations to back it.”
What He’s About: The expert loves talking technical and impressing homeowners with industry jargon as well as showing off his certifications and accreditations. He is a member of any and all industry associations (ICPI & NCMA Certifications, Techo-Pro, etc.). He’s a by-the-book kind of guy, always into continuing education, best practices and having all the paper work in order (Insurance, permits, licences, etc.).
Services: Certified Hardscape Contractor
Homeowner Match: The homeowners that go with the expert value education and are most probably certified professionals or highly educated in their own fields. They respect certifications and trust them. They feel that they are in good hands with an educated and certified professional.
10. THE PERFECTIONIST
Moto: “I’ll give your project the tender love, care and attention as if it were my own.”
What He’s About: This contractor is obsessed with perfection & cleanliness. Cuts, levels and lines, slope and grade, pristine everything. He practically inspects the job site with a magnifying glass. For him, quality is in the details. He expects his crew to be meticulous in handling products and installation with great attention to detail.
Services: Design and build.
Homeowner Match: Appeals to the detail-oriented homeowners. Those who will spot any imperfections in install, any flaws in symmetry, any wire uncovered or crooked line. Cleanliness on the job-site is also of high importance.
11. THE LONG-TERM SATISFIER
Moto: “I stand by my work, that’s why I give a 5-year warranty to my customers.”
What He’s About: Warranty, maintenance contracts, responsive, customer –oriented. This contractor makes things that last and believes that after-sales support is a key part of customer service.
Services: Building, maintenance, and warranties.
Homeowner Match: This professional appeals to homeowners whose number 1 priority is security. They want to be sure that they will be satisfied and that if anything goes wrong, they will be covered.
12. THE TURN-KEY PROVIDER
Moto: “I’ll make your project hassle-free & convenient. I’ll take care of everything from A-Z.”
What He’s About: He is about providing the homeowner a one-person contact point to fulfill all their exterior needs to build their project. He is extremely resourceful having a full time versatile crew and has all the connections in town to outsource expertise-level work to specialized and dependable professionals if needed. He understands his homeowners lead busy lives and strives to provide a level of service that achieves the homeowner’s expectations without bothering them with the small stuff.
Services: Full service landscape contractor design & build (pool installation, spa installation, hardscapes, softscapes, lighting and accessories).
Homeowner Match: This is for the homeowners that lead busy lives, are mostly unreachable and want to be as little involved in the project as possible. Their schedules are full and they need a landscape contractor that will take care of everything A-Z. Convenience, hassle-free and effortless is what they value most.
Recognize yourself in any of these types? Learn how to craft a better marketing message based on what kind of hardscaper you are by taking the #WhyIHardscape Quiz and receive a full report!
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