Caitlyn Braegelmann

Did you know that women initiate 80% of all home improvement decisions? Whether it’s landscaping, irrigation, outdoor lighting or seasonal services, the person deciding who gets hired is many times a woman.

That stat isn’t just interesting: It’s a game-changer. And it’s shaped how I move through this industry, how I market services and how I advise the landscaping businesses I work with every day.

For a long time, I felt like being a woman in the green industry was something I had to work around. I’ve participated in hundreds of meetings and events where I’ve been the only woman in the room. I’ve pitched marketing services to countless male landscaping business owners while constantly competing against other male-owned agencies. But over the years, I’ve realized something that changed everything: I understand the customer well because a lot of the time, the customer is a woman.

It’s not about leaning on gender as a strategy; it’s about seeing the full picture of who you’re selling to and how to actually earn their business. Women aren’t just signing checks; they’re doing the research. They’re calling for quotes. They’re comparing reviews, looking at your website, checking your communication style and deciding if they trust you with their home.

And I know this not just as a marketer — but as a customer.

When we built our home, I was the one scheduling the meetings, making most of the decisions and cutting all the checks. But time and time again, I was talked over, dismissed or flat-out ignored during the bidding process. Contractors would direct the conversation to my partner, even when I was the one asking the questions. It was frustrating, and frankly, it cost a few of them the jobs.

So how do you market and sell better to women? It starts with respect and clarity. A professional, easy-to-use website. Photos that reflect the quality of your work. Positive reviews and recent projects that demonstrate reliability. Branded trucks. Polite, well-presented crews. An office staff that actually returns calls. None of these things are “extras” — they’re the baseline expectations for today’s customer, and they matter even more to women.

On the jobsite, the same rules apply. Don’t assume who the decision-maker is — ask. Make eye contact. Answer her questions. Walk her through the process without dumbing it down. If she points something out or raises a concern, take it seriously. The customer experience doesn’t start when the shovel hits the ground; it starts with how you show up and communicate from day one.

Here’s the good news: None of this is complicated. It’s just overlooked. The more the green industry learns how to speak to women, the more we’ll raise the bar for everyone.

And for those of us women working in the industry, there’s power in knowing that our perspective isn’t just valid, it’s valuable. We bring insight into what customers want, how trust is built and where companies fall short. We’re not just fitting into an old mold; we’re shaping something new.

Yes, there are still many barriers, but every woman who shows up, speaks up and leads with confidence is changing what this industry looks like. So, if you’ve ever felt like you don’t quite belong here, let me tell you: You do. And not because you’ve learned how to play by someone else’s rules, but because you see things your way. And that’s exactly what the industry needs.