Backyard Fairways – Part One

For some people, the backyard creates a sanctuary from the hustle and bustle of the busy street out front, where a lawn chair, good book and glass of lemonade spell heaven. For others, the backyard is a virtual playing field – a makeshift soccer field one minute, a grassy tennis court the next. And for a majority of homeowners, backyards exist as gathering places, where friends and family gather to enjoy both the restful and recreational assets of the outdoors.

Successful landscape contractors recognize the need to balance these elements when maintaining clients’ backyard spaces, and look for ways to intertwine relaxation, fun and entertaining capabilities. Some contractors have discovered one solution lies in synthetic putting greens, which capitalize on another much-loved outdoor establishment: the game of golf. Synthetic putting greens allow homeowners to practice their golf swing and short game without even leaving their own backyard. In addition, golf enthusiasts can avoid lines, traffic and the costs involved with driving ranges and refine their handicap in a peaceful setting.

But for landscape contractors, putting greens’ value lies in both of these advantages, since their backyard appeal drives demand for this lucrative add-on service. “Houses and communities basically want to increase their amenities,” said Brian Foster, director of operations, United Turf Industries, Wichita, Kan. “People are investing more time and effort into their yards, and they’re taking the money they might spend on a vacation and putting it into a putting green.”

TAKE A SHOT. Of course, not everybody would opt for a new backyard putting green over a two-week stint in the Caribbean. The trick to selling putting greens lies in clever marketing and balancing customers’ misgivings with quality service, stated Dan Sowash, owner, Heritage Landscaping, Warren, Ohio. “We have a high level of customer satisfaction once we put the greens in, but a lot of times we don’t have that level from the beginning,” he admitted. “There’s some skepticism, as far as if the money will give them what they’re looking for.”

A valid concern, since putting greens can put quite a dent in the client’s wallet: $13 to $15 per square foot, with greens ranging from 240 to 3,000 square feet, suggested Joe Dobson, owner, Golfscapes Unlimited, Camarillo, Calif. For this reason, many potential customers view synthetic putting greens as something that would be nice to have, but not a realistic option, he pointed out. “Demand is a series of peaks and valleys, but my bread and butter is still the basic landscaping,” he said. “Everyone needs a yard; not everyone needs a putting green.”

However, the price is not a daunting factor for all customers, Sowash maintained. “We have done them for millionaires,” he said. “But we also do them for people who have to work for a living. I do them for people that love the game of golf and who don’t want to travel somewhere every time they want to do some practicing.”

In fact, Sowash downplays price concerns with the proper marketing procedures, such as attending trade shows with full demonstrations of the product so that potential clients can actually see the product, he said. This is particularly crucial for clients who are not familiar with synthetic putting greens and may not grasp the benefits with a simple description, added Mike O’Brien, owner, Backyard Greens, Feasterville, Pa. “What used to be out there was pretty substandard stuff: basically indoor/outdoor carpeting,” he said. “I still come across a lot of people who have never heard of them, so I just show them and then they think it’s the neatest thing in the world.”

Another conflict occurs when one member of a husband-wife team does not play golf and hesitates when deciding to purchase a green, noted Chris Heptinstall, president, All Pro Putting Greens, Ringgold, Ga. In these cases, contractors can focus on including additional landscaping to supplement the putting green, pleasing the golf enthusiast as well as the person concerned about the aesthetics of the yard – and scoring additional revenue for their companies. “These greens are directly tied into the lawn and landscape industry because they go right in the backyard,” he said. “So contractors can easily make additional revenues by putting in landscaping around the green.” 

Yet, contractors must pick and choose when deciding who might be interested in a putting green, since they may not be financially feasible for all clients, Dobson noted. “The putting green doesn’t always come up in conversation because a lot of people don’t have the money to install them,” he maintained. “More people would buy them if they were less expensive.”

In response to the cost crunch, Heptinstall said All Pro Putting Greens has attempted to cater its products to the average homeowner with more reasonable prices. “We’ve tried to make it affordable for anyone,” he said. By charging approximately $1,000 for a 12-foot by 30-foot green, he ends up selling more greens since more clients can handle the cost. “We don’t make money on one green – we make it on volume,” he reminded.

To drive these sales, Heptinstall relies on referrals: if one homeowner in a neighborhood buys a putting green, his neighbors and golf buddies will usually follow. “Once the homeowner practices with his green, the neighbors will notice the difference, and then they will have to have one,” he related. – Kristin Mohn

The author is Assistant Editor – Internet of Lawn & Landscape magazine and can be reached at kmohn@lawnandlandscape.com. Check out Lawn & Landscape Online tomorrow for part two of "Backyard Fairways," focusing on the installation of and training programs for synthetic putting greens.