Are you tired of competing on price? Wasting time with clients who don’t see the value in your work, or constantly justifying your rates? Then it’s time to start focusing on identifying and attracting high-value clients—the kind who understand quality, are willing to pay for it, and are excited to work with the best.
High-value clients are a dream for any landscaper. They’re the ones who see your work as an investment and understand that expertise comes at a fair price. Let’s dive into how to identify these clients and build a business that draws them in.
Why High-Value Clients Matter
When you work with clients who value quality over price, you’ll enjoy projects that pay market rate without pushback. These clients are not just happy to work with you—they’re excited. Think of it like dining at a top-tier restaurant; sure, you can get a quick bite at a corner shop, but people pay a premium for a high-quality experience. The same logic applies here: clients want the satisfaction of knowing they’ve hired a true professional.
It may feel like everyone is price-driven, but that’s not necessarily the case. Many people are more than willing to pay for quality—often because they’re looking for results that last. Consider the client spectrum:
Checklist of High-Value Client Traits:
Know Your Area
The first step to finding high-value clients is understanding the more affluent parts of your area. These neighbourhoods are more likely to have homeowners who can afford top-quality landscaping. Local knowledge is key here, so do some research into areas near you that are known for their beautiful properties or affluent residents.
Direct Outreach
Once you’ve identified these key areas, focus on direct outreach. Send high-quality materials to these neighbourhoods regularly—this can include postcards, mini-guides, or newsletters that showcase your work and expertise. The goal is to stay top of mind, so when homeowners decide to invest in their garden, they already know and trust your name.
Get Creative
In addition to direct mail, find out where locals spend their time: the area’s popular cafes, upscale pubs, or the local shops. You might consider adding your business card or small flyers in these places, with permission. By being present in their community, you’re establishing yourself as the go-to landscaper in their minds.
Establishing trust before discussing budgets makes the process smoother for both you and the client. By positioning yourself as an expert in your community, you’ve already begun to build credibility. When clients recognize your name and trust your reputation, they’re more likely to be receptive to conversations about costs.
Pro Tip: Consider distributing a simple, helpful guide to landscaping in the area. This can be a great way to provide value and showcase your expertise, all while starting the conversation before they even reach out to you.
When you’re finally having that first conversation, don’t shy away from asking questions that qualify your leads. While money talk can feel awkward, it’s necessary for both parties—clients don’t want to waste time if your services are outside their budget, and you want to make sure you’re working with clients who are serious about quality.
Questions to Ask:
Filter Out the “Time Wasters” with a Small Fee
Consider charging a nominal fee (e.g., £25) for initial site visits, refundable off the final job cost if they proceed. Serious clients won’t balk at this, and it’s an effective way to deter those who aren’t fully committed.
Defining your ideal client profile helps you focus your efforts on the clients and projects that best align with your business goals. Here’s how:
Set a Minimum Budget: Be clear on the minimum amount you’re willing to work for. If, for example, you know your projects generally start at £10,000, make this clear to avoid misaligned inquiries.
Project Type and Scope: Decide on the kinds of projects you love doing—large garden overhauls, sustainable landscaping, high-end design, etc. Focus on promoting this expertise.
Preferred Locations: Be specific about the areas you want to target based on the clients you’d like to attract.
With this profile, you’ll have a clearer idea of who you’re targeting, and your messaging can be more direct and specific. This also helps clients understand right from the start whether you’re a good fit for their needs.
Attracting high-value clients is about knowing who you want to work with, where to find them, and how to position yourself as the best choice. By knowing your area, building trust, qualifying leads early, and having a clear idea of your ideal client, you’ll create a landscaping business that attracts clients who value your work, are happy to pay market rates, and understand the quality you bring.
Start today by reaching out to the areas you want to work in, crafting your ideal client profile, and positioning yourself as the expert landscaper your future clients are looking for!