The Edge January/February 2026

BOOSTING YOUR BUSINESS

Turn Clients Into Advocates for Your Brand

By Jill Odom

THERE’S A REASON WHY WORD OF MOUTH IS ONE OF THE MOST COMMON ways lawn and landscape companies get new business. While your traditional marketing efforts can convey what sets your business apart, it is often the recommendation from peers that converts leads into customers.

tomer, we ask if they wouldn’t mind tak ing the time to share the review online,” Marsiglia says. METHODS TO INCENTIVIZE CLIENT ADVOCACY Beyond simply asking for reviews in the moment, another way to encourage word of mouth is to develop incentive programs. Borst has a client referral program that has evolved over the years. Marsiglia says their team will periodically evaluate it to see how they can improve it for their loyal clients. “If a client refers us a new lead, and that new lead signs a contract with Borst, our client – the referrer – gets a monetary credit towards their next invoice,” Marsiglia

the same size as any other big company out there. What a lot of other companies don’t have is the ability to handhold and care for the customers the way we can. That’s what drives those referrals. They know if they call Brookstone, they’re going to get taken care of. Their needs will be met, and they’re going to look good in front of their customers.” Also, don’t be afraid to ask clients for a positive review after a job well done. Jeff Rossen, CEO of Rossen Landscape, based in Great Falls, Virginia, says they send out a request to leave a review as a matter of process after finishing every job. “If we know that this client is overly happy, we immediately ask them for a Google review, or they’ll provide us feedback unprompted, and we’ll just say, ‘Hey, can you copy and paste that into a Google review?’” Marsiglia agrees if the timing is right and the client is happy, just ask clients to share their positive experience with your business. “If we get a compliment from a cus

“In or outside of the industry, a compa ny is going to tell you they’re the best – nothing less – whether that’s true or not,” says Nicole Marsiglia, director of market ing for Borst Landscape & Design, based in Allendale, New Jersey. “A trusted friend or neighbor is going to tell you their truth, no strings attached.” EARNING REFERRALS If you want to boost the number of referrals your company receives, you have to first give your clients the best experience possible. “It’s all about reputation,” says Tim Hawkins, branch manager of Brookstone Landscape & Design, a Sperber company, based in Kirkland, Washington. “If we have a reputation for following through on commitments, doing what we say we’re going to do, delivering on intense dead lines and important things for the clients, it means more to that client. We are going to do whatever is necessary to make sure that the client’s needs are taken care of.” Hawkins says putting the customer’s interests and needs first should be at the forefront of your business. “You have to earn that trust, earn that loyalty, earn that respect and earn that referral, and you don’t earn that by show ing up and just checking the boxes with the current contract,” Hawkins says. “You earn it by going the extra mile and doing the little extra things that a lot of people would say, ‘That’s not my job.’” When your clients understand that you have their back and consistently go the extra mile, they will be far more likely to recommend your business to others as well. Hawkins adds being transparent and setting realistic expectations is another driver behind their strong internal cus tomer referral base. “They know what they’re going to get with us,” Hawkins says. “They know that we’re professional. They know that we are

Hosting customer appreciation events is just one way to help foster long-lasting relationships. Photos: Borst Land scape & Design

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