Marketing for the Landscape Architecture Firm: Getting Busy and Staying Busy

Demand for landscape architecture services remains high, and most ASLA members are reporting that they are busy despite troubled times in the housing market and other parts of the economy. How do landscape architecture firms build their business and weather tough economic times? We asked leaders of successful firms across the country, and they provided five tried-and-true ideas to promote your firm—even in the good times—and inoculate against slow periods.

1. Make sure your firm profile is listed correctly on Firm Finder. Firms report they receive regular inquiries through Firm Finder, the online directory of firms represented by ASLA members. As an ASLA member, your firm receives a free listing on Firm Finder, which is used by more than 90,000 prospective clients each year to find landscape design services. Your free listing includes basic contact information and—most importantly—up to five types of services your firm provides to ensure you show up when prospective clients search by specialty. Call an ASLA Member Services representative at 1-888-999-ASLA (2752) to check your Firm Finder profile and select or confirm your specialty search listings.

2. Network locally. Many successful firms designate staff to join and participate in local business and allied design and construction organizations. Great contacts can be made through the Rotary Club, the Chamber of Commerce, and other local business groups. Many of these organizations will actively encourage their members to use other members’ services before looking elsewhere. Firm leaders say they are amazed by the interest in landscape architecture from the other professionals in these groups. Local chapters of allied industry groups, such as the Urban Land Institute, the U.S. Green Building Council, the American Planning Association, the American Institute of Architects, the Society for Marketing Professional Services, and others usually meet monthly, host special events and lectures, and provide great opportunities to network and promote your firm. Often, dues and associated costs may be tax deductible as business expenses for your firm.

3. Network, 2.0. Many design professionals are turning to the web to connect with potential clients and collaborators. Among the most active networking sites for landscape architects is LinkedIn, described by many as a “Facebook for adults.” LinkedIn is a free online network of more than 20 million experienced professionals from around the world representing 150 industries. Members create a personal profile summarizing professional accomplishments and invite colleagues to become “connections” on their profile. The system syncs with Outlook, Yahoo, and other email contact lists to invite connections and keep records updated. LinkedIn members may recommend each other’s services—and many do. A quick search on “landscape architect” brings up hundreds of contacts, many of whom have multiple recommendations. ASLA has established a group on LinkedIn you can join to display the ASLA logo in your profile.

4. Increase your marketing budget. When business slows, it’s very tempting to cut your marketing budget, but successful firm leaders say that’s exactly when you need to spend more money to get your name in front of potential clients. Reconnect with former clients by taking them to lunch or hosting a party—whether they can join you or not, the invitation will remind them of your good work. Provide pro bono services for the community library, school, senior center, or other nonprofit and send out a press release to get media coverage. Volunteer with the ACE Mentor Program and provide a scholarship for a local participant to study landscape architecture. Host an “ask a landscape architect” booth at the home and garden show. Take out an ad in your city’s magazine or the local newspaper. Sponsor a local festival or event. Have professional signs made up with your firm’s logo and contact information and ask clients if you can post them at project construction sites. These are just a few of the specific suggestions provided by successful firm leaders.

5. Use your ASLA membership designation. Firm leaders say that one of the best benefits of ASLA membership is the use of the suffix after their names. Potential clients look for credentials, and using the ASLA suffix tells them that you are a leader in the profession. Be sure to include ASLA designations on your web site, business cards, and stationery and to mention it in your proposals.