When you email someone a question, sometimes a simple acknowledgement that the person on the other end received your message can be all that you need, at least in the short term.

Our cover story this month features a company that has hit $3 million in its first few years of operating. There are a number of reasons the company has been successful, but one thing in particular stuck with me.

Co-owner Mike DiFabbio talks about a mentor and former boss who really helped DiFabbio learn about networking and communication.

There’s some good stuff about building relationships and that process is more important than the actual sale.

But one thing he said stood out and it’s something we all can do to be better communicators.

“When someone sends you an email and needs something, and maybe you don’t have the answer right now, don’t wait until you have the answer to get back to them,” he says. “‘Let me work on it and I’ll get back to you by this time,’ instead of waiting two or three days and then replying back with the answer.”

I had someone do this to me recently and I felt like the most important person in the room. Granted, I was in my office by myself, but you get the point. By just acknowledging my email instead of waiting 3 days to reply, I immediately felt I was a priority to that person.

Most of you probably get back to clients like this, but maybe within the company, you aren’t as speedy.

For me, there’s a balance between emails I don’t have an answer for, and ones I want to take time to reply with a thoughtful answer.

But that time might not come available until a couple of days later. I’d be better served to respond with, “I need to take care of a couple of urgent tasks, but I will get back to you in a day or two.” Something to let them know they are a priority.

We all have flooded inboxes. Next time you get an email and you don’t know how to respond, just let them know they are on your radar, and an answer is coming soon. – Brian Horn

Practicing strong search engine optimization is like tending to a landscape: There’s multiple important components that make up the whole.

That’s how Jack Jostes likens it to his clients in the green industry. He’s the president and CEO of Ramblin’ Jackson, a digital marketing agency based in Boulder, Colorado. Between getting strong Google reviews and properly listing your company’s contact information online, Jostes says there’s not one clear-cut path to strong SEO.

“There are multiple components that need to work together to get found online,” Jostes says. “There isn't any one single thing that you do, just like there isn't any one single thing you're going to do if you're in a landscape.”

While there’s no secret formula to finding success online, SEO experts say there’s certainly several steps that convert website users into leads. And here’s the positive: Chris Darnell with The Harvest Group believes there’s very little competition online because landscapers simply haven’t put in the time as an industry to learn about SEO.

“I would say if somebody would spend four or five hours a month on it, they’d be ahead of 90% of the other competitors,” Darnell says. “It takes very little to move the needle in our industry because people don’t take advantage of digital marketing.”

Two (green) thumbs up.

Getting strong reviews online is among the first things landscapers can do to improve their SEO. Jostes says clients look at the reviews online before deciding to invest money in a company, and three out of five stars doesn’t look good when someone else has five out of five.

So, Jostes recommends asking for an online review while building that relationship with the client. He’s told companies to make it a part of their process, where managers will ask clients for a Google review before final walkthrough of the property. Others can secure the review months in advance by getting an agreement that they’ll leave their feedback at the end of the process.

Jostes says it’s important to get Google reviews, but it’s also important to give clients options in the event they don’t have a Google account. Put a reviews section on the company website where people can write firsthand feedback without needing to create an account. Reviews on social media also factor into the SEO equation, so he says landscapers can’t ignore those, either.

“The clients who are not getting strong results from the internet don't have reviews yet,” Jostes says. “They all say that word of mouth is their number one source of business. Online reviews is still word of mouth.”

A work in progress.

Chad Diller says it’s easy for companies to forget that people – not computers – are on the other end of a Google search. Real, live humans are the ones viewing a website, so the site should be as user-friendly as possible.

“Every move that I’ve seen in Google over the last 10 years has been rewarding websites that provide a meaningful, valuable user experience,” Diller says. “If a person finds your website and they stay there…that is a big, big indicator to Google that things are going good.”

Diller is the director of client success at Landscape Leadership, which focuses on improving marketing and sales for companies in the green industry. He tells his clients to ensure their websites look good on both desktop and mobile devices, plus warns them to watch for slow loading times.

He also urges companies to consider what’s on their website. Don’t just tell people what services you offer – tell them how their solutions will help them get what they want. For example, the writing is often something like, “we provide mowing” when it should be, “we’re giving you your weekends back.”

“(The best sites) are writing for a human. It’s actually funny or clever or meaningful,” Diller says. “This looks different than the 12 other lawn care websites we went to.”

“I would say if somebody would spend four or five hours a month on (SEO), they’d be ahead of 90% of the other competitors.” Chris Darnell, The Harvest Group

Creating solutions.

Tone is not the only important factor to consider when evaluating a website’s content. Darnell says it’s important, and for a prime example of why, landscapers should look at Apple’s website. They’re not posting photos of the latest chip that goes in their phone; they post photos of people dancing and having a good time.

But he also reminds landscapers that creating original, unique content is vital to success online. Darnell says SEO is like your digital reputation, and creating a strong reputation means doing and saying the right things over a period of time to establish yourself online. Showing off how many awards your company has won or that you can take nice photographs in front of a truck is not enough – potential clients want to see expertise.

“The misconception is that you want to talk about yourself a lot. You don’t,” Darnell says. “You want to identify the issue, the solution and basically why you’re the best choice to provide that solution.”

There are some elements to SEO that can’t really be changed: Search location proximity factors into what people search, so a landscaper in Ohio is always going to show up higher than a landscaper in Hawaii if that Google user is searching “landscapers.” But Jostes says creating several web pages on a website helps build up SEO and including relevant links and keywords like the city names or services that the company offers will help. A four-page website won’t stand up against a 50-page website, especially if the pages on the latter are relevant.

Developed pages answer questions a client might have and provide education, while underdeveloped pages focus simply on why that company is so great – a marketing pitch.

“If you don't mention the individual cities and pages, you're not going to stand out online,” Jostes says. “And you could, because most landscapers have a very thin, weak website with no content. If you build out the content, you will rank (and get) those leads.”

Don’t just tell people what services you offer – tell them how their solutions will help them get what they want. For example, the writing is often something like, “we provide mowing” when it should be, “we’re giving you your weekends back.” Chad Diller, director of client success, Landscape Leadership

Monitoring changes.

Diller urges landscapers to remember that SEO work is never really done. Not all a company’s problems will disappear if they reach the coveted top landing spot for when someone searches “landscapers near me.” He reminds companies that the goal is to get quality leads, not simply to get views.

“I think companies are looking for shortcuts,” Diller says. “They want someone to do this for them. They don’t want to be tied up with it.”

There are other search engines out there but Diller says landscapers should max out what they can do with Google first since it’s king. Plus, if they do find success on Google, landscapers will likely inherently find success on the other search engines.

Monitoring the changes in algorithms can be complicated, Darnell admits, but using tools like Google My Business, Moz and Search Engine Journal will help. Constantly reading about what Google uses in its algorithms helps people stay ahead of the curve in SEO.

Jostes compares SEO to a “tree of good fortune” – you can go out and buy fruit, but if you grow it instead, it’ll be plentiful and more productive in the long run.

“It takes more work to get started and it takes time,” Jostes says. “But once you plant it and nurture it, every season you're generating those leads, but not necessarily paying as much as you did to build it and plant it.”

In search of a cure for cabin fever brought on by the COVID pandemic, homeowners are looking for new ways to enhance and expand their outdoor living spaces — driving huge demand for patio and walkway projects as contractors scramble to keep up with the rush.

“People have been spending more time at home thinking about outdoor features that can enhance their time there,” says Stewart Bell, owner of Tree and Stone Landscape Construction, a small installation-focused company in southern Maine.

While the rising demand for outdoor living presents certain challenges for landscapers, the opportunities abound for companies equipped to handle the hardscape spike. Here’s how contractors are navigating patio projects during the pandemic.

Seeking more than just a patio.

As people spend more time at home, they expect more from their living spaces. If they’re seeking an escape when they open the door, then a plain old patio just won’t cut it. That’s why contractors across the country report rising demands for additional features beyond a basic hardscape.

“Firepits have always been a pretty popular add-on request. If people are doing a patio, they want to at least get a price on a firepit,” says Bell, noting that at least half of his installation projects include some type of fire feature. “We’re also getting more inquiries about outdoor kitchens, seat walls, raised garden beds and other features that center around the activities people are doing outside.”

From coast to coast, clients in all climates are looking for ways to extend their patio season with extra patio features like lighting and heat sources. “You’re seeing people spending more money, wanting something else other than the patio — a firepit, a water feature, something to make the place more usable,” says Michael Galli, owner of Metamorphosis Landscaping outside of San Francisco.

To capitalize on this trend, Bell stresses the importance of understanding each client’s vision for outdoor living. Rather than pushing certain features, he focuses on functionality first.

“We ask our clients to think specifically about what they’ll use the space for, so we can design accordingly for their site and lifestyle,” he says. “We try to emphasize functionality by thinking about comfortable walking patterns and layouts that will increase the ease of use for clients, so they get the maximum value and use the space a lot.”

A few well-placed features can turn an unused space into a natural gathering place. For example, Bell incorporates seating areas along front walkways to add new spaces off the beaten path. “One of my favorite projects was a front walkway where we added a couple of granite benches that created a nice space to watch the kids playing basketball in the driveway,” he says. “Anytime we’re creating spaces that encourage people to spend time outside, that’s super rewarding.”

Presenting patio options.

Even before COVID, Wesley Paré noticed more clients picking out pavers online rather than coming into Lakes Area Landscaping’s retail showroom, which also supplies bulk mulch and other materials. Although the pandemic has accelerated this preference for contact-free ordering, he still encourages contractors to get product samples in customers’ hands to help them make informed decisions.

“Don’t just use the internet or pick stuff out of catalogs,” says Paré, owner of the Minnesota-based company. “Get a few pieces of paver and show them in person.”

Although bringing products to the client can be helpful, bringing clients to the showroom can deliver an even bigger advantage. Galli loves taking clients “behind-the-scenes” to browse his vendors’ selections — just as much as his clients love to see all their options and make their own choices.

“If you just say, ‘Client, you can have this, this or this,’ they’re not emotionally invested,” Galli says. “We take them to the stone yard and get them involved in the choice because if it’s their idea, they’re happy to spend the money.”

Overcoming COVID challenges.

The surging demand for outdoor living space adds extra pressure to landscape contractors who are juggling labor shortages and supply chain delays due to the pandemic.

“Everybody’s having a tough time finding employees,” says Paré, who employs 30 people during peak season. “We’ve had ads on Indeed, Craigslist and newspapers for three months and we’ve only had one applicant. There’s just no workforce out there.”

To supplement his team this year, Paré joined the H-2B program for the first time. Lakes Area Landscaping hired nine laborers on six-month work visas from Mexico, and a few of them even had previous hardscaping experience.

“So far, they’ve been great,” says Paré, who plans to keep using the H-2B program for the foreseeable future. “For how busy we are, we almost have to [because] the extra labor we need in the summer is very difficult to find.”

“Anytime we’re creating spaces that encourage people to spend time outside, that’s super rewarding.” Michael Galli, owner, Metamorphosis Landscaping

As bad as the labor shortage is, “the material shortage is worse,” says Galli, who ordered stone sealer to finish a jobsite in June 2020 that didn’t arrive until November — pushing the project back to summer 2021. “Right now, I have 5,000 plants and $50,000 worth of lights on backorder,” he says. “I’ve got work to do that I can’t do because I don’t have product.”

To work around backorders and delays, Galli is shuffling jobs based on product availability. “We’re pushing our big jobs back and doing our smaller jobs first because we can get small amounts of material easier,” he says.

However, there is a silver lining to the landscaping supply shortage, Bell says. “The nice thing is that it’s coupled with high demand, so as those lead times get longer, we’re scheduling out further as we get booked up. It’s just a matter of staying on top of the schedule so we can plan ahead and order material really far in advance.”

Communicating through change.

As project wait times stretch several months or more, Bell says it’s crucial to keep clients in the loop. “Especially if they made a deposit, they don’t want to feel like they’re in the dark,” he says.

In fact, the long wait can actually increase the client’s anticipation if you effectively communicate the exclusive value they’re getting. For example, Galli sends clients photos of their custom firepits being milled by hand in India to make the six-month wait feel a little more special.

“If you’re doing something basic, they’ll just go to the next guy. But if you’re doing something really exceptional and you tell a client you’re booked out six months, they want you even more,” says Galli, who serves high-end clients with six-figure landscape budgets. “Right now, we’re booked out over a year, and they’re just lined up and waiting.”

Regardless of COVID’s impact on the future, contractors don’t expect hardscape demand to dwindle anytime soon as people keep investing in outdoor living.

“I’m sure this pandemic-driven spike in home improvement isn’t going to last forever, and I certainly hope that these lead times on materials don’t last forever, but I do think the past year has made people reconsider their priorities,” Bell says. “I think we’ll see continued investment in outdoor spaces as a reflection of changing preferences for spending time at home.”

The author is a freelance writer based in Ohio.

Lawn care can often times be all about the number of properties that can be treated in a day. From dawn to dusk, it’s all about getting one more lawn in.

And with all that use, it’s important to maintain hoses, reels and spray rigs in order to keep them running efficiently.

“It’s like checking the oil and tire pressure in your car. If they’re properly maintained, they’ll keep working every day,” says Jennifer Wing, marketing manager with Hannay Reels.

Keep it clean.

While it’s the last thing LCOs want to do at the end of the day, Wing says taking the time to clean your reels and hoses can be crucial to keeping them in working order.

“For reels and things like that, it’s always important to keep an eye on the dirt and grime buildup on the hose reel and the hose itself,” she says. “So, (I suggest) quick wash-ups every so often to clean out hidden areas of dirt that can damage the hose or the reel components. (This) will just make things last longer and work better.

“Especially after a tough or dirty job, it might be wise to wash things down quickly because dirt can hide in certain areas – especially on a power reel with a chain guard,” Wing adds.

However, don’t fret if crews forget to hose things off every once in a while, because John Kucera, director of engineering at Coxreels, says the equipment can handle it.

“When pertaining to reels, operation is rarely impeded by poor maintenance. The working components are well protected by the inherent design,” he says. “The nature of the industry is rough and tough, and our product line fits right in line with that type of work. A reel does not need to shine to do its job.”

Even so, Kucera does say a good scrubbing every now and then is still necessary.

“This, of course, does not mean that the product should not be cleaned,” he says. “Landscape and lawn care are tough on equipment by default because of the abrasive nature of the environment. Depending on the location of the reel on the equipment, cleaning to remove abrasives around the bearing and swivel joints can help extend component life.”

Kucera says the chemical used in one’s lawn care rig shouldn’t have an impact on the equipment’s maintenance schedule.

“Most products used in the lawn care industry are mild enough that internal damage cause by them is negligible,” he says. “Best practices to prolong the life of equipment is to keep it relatively clean and to address any corrosion as soon as possible.”

Don’t let it deteriorate.

Corrosion is one of the most common problems that can occur from improper maintenance. Wing suggests investing in noncorrosive equipment to play it safe.

“If you’re using harsh chemicals, it’s always important to be careful of spills around a hose and its components, and the hose reel,” she says.

“Reels constructed in noncorrosive materials, like aluminum or stainless steel, are always recommended when you’re working with harsh chemicals like fertilizers and pesticides. If a spill occurs, any piece of equipment should be washed down as soon as possible to prevent any chemical reactions.”

The elements are known to do their damage, too.

“Leaving it outdoors in inclement weather can have a significant impact on the reel,” says Jerry Medley, vice president of sales & business development at Coxreels.

“The pieces that break or need to be repaired on any reel in the industry are from wear and tear on component parts like swivels, or seals inside of a swivel.” Jerry Medley, vice president of sales & business development, Coxreels

If corrosion is spotted, Kucera recommends immediately cleaning, lightly sanding and painting any broken powder coat showing signs of rust.

And the problems caused by corrosion are not always eye-catching. Medley says even the smallest parts can get damaged and, if left untreated, the destruction will begin to spiral.

“The pieces that break or need to be repaired on any reel in the industry are from wear and tear on component parts like swivels, or seals inside of a swivel,” he says.

Medley adds that while hoses are made to take a beating, they are one element of the operation that is damaged the most.

“People run over hoses, they’re out in the elements. Eventually your hose will need to be replaced as well,” he says.

Kucera adds that over time, seals and hoses are bound to degrade.

“Because of the abrasive nature of the work, damage to the protective coatings of the steel is common and not letting this damage fester is the best way to extend the life of your equipment,” he says.

Make it last a lifetime.

Wing says reels that are kept up thoroughly should have quite the longevity.

“As far as the reels go, it usually depends on wear and tear and things like that,” she says. “We’ve had some reels that are used daily last for decades. If they get damaged, they may need replaced. But if they are maintained properly and are serviced regularly, they can last a very long time.”

Medley and Kucera say they know lawn care operators who are still using reels that are decades old.

“We build these things very robust and very industrial in construction and design,” Medley says. “And that’s because the industry is very rough. We build these in such a way because we know these things take an absolute beating.

“If they are properly maintained, you should never have to replace them,” he adds.

And while these reels might not look the prettiest, Medley says they can still get the job done.

“It might just look dull and dingy and you’ll have places where the powder coat or the paint on the equipment might crack,” he says. “You just keep it relatively clean and dry.

Spot the small stuff.

As Medley mentions, even the smallest parts of the reel need to be maintained to keep it operating correctly.

“There’s a lot of working components in a reel,” Wing says. “You have swivel joints and chains, and things like that. You always want to check the joint connections and make sure they’re secure. A lot of manufacturers recommend different lubrication intervals – usually 40 hours of use.”

Ignoring the swivel joints can cause the reel not to spin anymore, meaning LCOs will have to manually unwind and rewind the hose.

Other parts to keep an eye on include bearings, pinlocks and even the motor on power reels.

“There are also bearings on each side of the reel, and they allow the reel to rotate easily,” Wing says. “Bearings eventually wear depending on use and the working conditions of the reel. So, people may notice resistance or tugging.”

Wing adds that the pinlocks keep the reel engaged during travel, so the hose doesn’t unwind while the truck is on the road. “Checking the spring on the pinlock to see if it’s starting to wear is important. These are easily replaceable,” she says.

An extra tip Wing has for lawn care operators is to occasionally make sure the reel is firmly attached to their rig.

“Make sure the reel is still securely bolted to the truck, the trailer or the cart,” she says. “They aren’t welded into these vehicles so checking they are secure is necessary. Things can loosen over time, especially depending on the road conditions where they are.”