The Landscaping Growth Script

Script Marketing
  • 5.0 (4)
  • Marketing
  • Updated Weekly

Welcome to The Landscaping Growth Script is the authority on building your landscaping business with better leads, higher-value clients, and a year-round sales pipeline. Whether you’re in landscape design, landscaping, pool installation, outdoor kitchens, luxury patio furniture, landscape lighting, custom pergolas, outdoor media systems, or even copper gutter fabrication—this podcast is for you. Each week, Katy Doss, founder of Script Marketing, shares actionable, proven strategies for connecting with the wealthiest homeowner segment: affluent buyers. With 20+ years of marketing experience and deep expertise in the psychology of high-net-worth individuals, Katy and her team at Script—a full-service marketing firm specializing in luxury outdoor brands—unpack the tips, tactics, and tools that are working right now to grow visibility, credibility, and revenue. You won’t find fluff here. Just real, ready-to-use strategies that help you: - Attract high-income clients who value quality over cost. - Stand out from big-box competitors and low-price undercutters. - Maximize off-season marketing for year-round leads. - Craft messaging that speaks to exclusivity, craftsmanship, and lifestyle—not just product specs. - Use storytelling, reviews, social proof, and seasonal strategies to create an unforgettable brand. Think of this as your marketing masterclass for scaling your business in the premium home space.

  1. 2d ago

    #115: You're Using AI Every Day. Are You Using It Well?

    71% of the landscaping owners we surveyed use AI every day. 86% aren't confident they're getting the most out of it. Using AI and using it well turn out to be two very different things. In this episode, Katy Doss of Script Marketing shares what Script's AI survey of landscaping business owners revealed, and why most companies are stuck with AI living in the owner's browser tab instead of in the business. You'll learn: Why "Are you using AI?" is the wrong question, and what to measure insteadThe four stages of AI maturity, and how to tell which one your business is inWhere AI genuinely belongs in your marketing and sales, and where it should never decideHow AI can quietly make your brand sound like every competitorScript's 7 rules for AI in landscapingA 90-day plan to turn personal AI habits into repeatable business workflows The companies that win won't be the ones using the most AI. They'll be the ones that got very good at deciding where it belongs. Download the free report, "AI in Landscaping: The Gap Between Using It, and Using It Well," at scriptmarketingco.com/resources.

  2. Oct 6

    #114: Inside Rossen Landscape: How an Integrator Builds the Systems Behind a Growing Landscaping Business

    Every landscaping business owner hits the same wall eventually: you can’t be the one designing every backyard and the one running payroll, scheduling, and accountability. Something has to give. At Rossen Landscape, that something was Jason Navon — the CPA-turned-Integrator who spent the last 16 years building the systems behind the design/build company’s magazine-worthy outdoor spaces. In this episode of The Landscaping Growth Script, Katy Doss continues her two-part series on Rossen Landscape with Integrator Jason Navon, picking up where her conversation with owner Jeff Rossen left off. You’ll learn: - How the visionary/integrator model (from the book Rocket Fuel) helps a landscaping business owner scale without losing the vision - Why checklists, specialized roles, and documented process create more room for creativity — not less - The real story behind a client testimonial that proved “good process makes good people better” - Why Jason stopped answering every question his team asked him, and what happened to the business when he did - The three things every landscaping business owner needs in place to actually hold someone accountable - How Jason uses AI every day to run a smoother, more efficient landscaping business If you’re the visionary of your landscaping business wondering who’s going to build the structure underneath you, this episode will show you exactly what that role looks like — and why it matters more than you think.

  3. Sep 29

    #113: Losing Control at $2.5 Million: What Jeff Rossen's EOS Journey Teaches Every Growing Landscaping Business

    Most landscaping business owners hit a wall somewhere around $2.5 million in revenue — and what they do next determines whether the company grows past it or stalls out. Jeff Rossen, owner of Rossen Landscape, hit that wall too. For him, it wasn't a marketing problem or a sales problem. It was a systems problem. In this episode of The Landscaping Growth Script, Katy Doss talks with Jeff Rossen, owner of Rossen Landscape — a high-end residential design-build and maintenance company outside Washington, D.C. — about the moment he realized he couldn't run a growing landscaping business by himself, and how implementing EOS (the Entrepreneurial Operating System) changed everything from hiring to client onboarding. You'll learn: Why $2.5–4 million is the revenue ceiling most landscaping business owners hit when they try to run every part of the company themselvesHow EOS (the Entrepreneurial Operating System) helped Rossen Landscape build real structure without losing what made the business work in the first placeThe visionary/integrator split — and why Jeff and his business partner don't run it exactly "by the book"How Rossen turns a first client meeting into a concierge-level experience that wins six-figure landscape design-build projectsWhy Jeff qualifies every lead before sending a designer to the property — and when he's willing to walk away from a $350,000 jobThe hiring philosophy Rossen uses to keep scaling: prioritizing adaptability over industry experience If you're a landscaping business owner who feels like you've outgrown your own bandwidth, this conversation is a real blueprint for building the structure to grow past it — without losing the parts of the business you started it for. Next week: Jason Navon, Rossen's integrator, joins the show for the other half of this story — how the systems Jeff describes actually get implemented day to day.

  4. Sep 22

    #112: Turn Your Robotic Mowers Into a Marketing Machine

    Robotic mowers have quietly gone from novelty to competitive advantage. But most landscaping companies are only capturing half the value. In this episode, Katy Doss breaks down how to turn a robotic mower from a quiet operational upgrade into an active marketing asset — one that builds visibility, leads, and content your competitors don't have. You'll learn: • Why branding your mower turns it into a rolling advertisement • How naming each unit makes it memorable (and talked about) • A simple way to turn curious neighbors into real leads • Why trading cards for your mower fleet might be the most fun marketing move you make this year • How to create scroll-stopping content with nothing more than a phone • How to position robotic mowing as a premium outcome in your sales conversations If you've invested in this technology, or you're thinking about it, this episode will change how you think about what it's actually for. Download the free Robotic Mower Marketing Toolkit at scriptmarketingco.com/resources.

  5. Sep 15

    #111: The Last Five Percent: What a Botanical Garden Director Knows About Designing Landscapes That Matter

    A $200 pressure-washing job and a $20 million conservatory have more in common than you'd think. According to this week's guest, neither one succeeds or fails based on budget. Both come down to the same five percent. In this episode, Katy sits down with Morgan Pendergrass, Director of the Donald E. Davis Arboretum at Auburn University, whose career has spanned residential design, a stint working on the Disney Aulani Resort in Hawaii, and now nearly a decade running a 16-acre botanical garden. It's a conversation packed with design lessons that apply directly to how you run your business — and your crews. You'll learn: Why great landscape design means designing for twenty years from now, not twenty days from nowThe concept of "desire paths" — and why letting clients show you where they want to go beats designing what you assume they wantWhy the "last five percent" of a project is what clients actually remember, regardless of budgetWhat makes a landscape feel meaningful instead of just decorativeWhy ecological design isn't just a trend — it's what separates a living landscape from an expensive water sink How landscaping trends move like fashion, and why today's knockout roses are tomorrow's punchline If you've ever wondered why one project leaves a client thrilled and another leaves them lukewarm despite similar quality — this episode has your answer.

  6. Sep 8

    #110: You Can't Be What You Can't See: Claire Goldman on Leading with Empathy in Landscaping

    Only 8% of the landscaping workforce is women. Claire Goldman built a career, then a company, right in the middle of that gap. She's been the only woman in the room more times than she can count, been read as “the emotional female” on job sites, and had to learn how to lead a team without losing herself in the process. This week, Katy sits down with Claire Goldman, owner and principal of R&R Landscaping in Auburn, Alabama, for a conversation about confidence, empathy, and building a business you don't have to apologize for. You'll learn: Why the pushback Claire felt as a woman in the industry came from builders, not homeowners, and how she stopped shrinking to fit the roomThe real numbers behind women in landscaping (spoiler: nowhere close to 47%), and why Claire keeps showing up for it anywayHow R&R's biweekly one-on-ones and internal “TROAD” values system keep accountability human instead of scaryWhat it actually felt like for Claire to go from lead designer to CEO, and why she calls it an identity crisis, not a promotionHow she and her husband Charlie run a business and a marriage without either one swallowing the otherThe one piece of advice Claire says shaped her more than anything else she's ever heard If you've ever felt like you had to prove yourself before anyone would take you seriously, this one's for you.

  7. Sep 1

    #109: Built On Purpose: The Systems Behind CMS Landscape's Growth

    Most landscaping businesses start with a lawnmower and a dream. Very few sit down and actually design the company they end up running. CMS Landscape did — and it changed everything. In this episode, Katy sits down with Brian and Josh Mark of CMS Landscape, a high-end residential company on Cape Cod that their father, Chris, started in 1973. Brian and Josh get real about the exact moments that took CMS from a truck-and-a-mower operation to a 50-plus-person company. You'll learn: Why Brian had to step out of the field entirely to move the business forward — and how hard that transition actually wasThe org chart question from their business coach that neither of them could answer at firstHow moving from "check the checkbook in December" to weekly forecasting changed the way they run the businessWhy their best hiring decisions came from defining the seat before they went looking for the personHow CMS built a "sandbox" culture that lets their team pitch and test new ideas — including a five-year robotics initiative that started with one team member's ideaWhy, after all the systems and technology, communication is still what Brian credits for 70 percent of client happiness If you've ever felt like your business is running you instead of the other way around, this conversation will hit close to home.

  8. Aug 25

    #108: Why September Is the Right Time to Start Marketing Holiday Lighting

    If you offer holiday lighting, and you're not marketing it until November, you're already behind. Not because you're lazy — because by November, your ideal clients have already started forming an opinion about who they're calling, and your install calendar is trying to fill up in the shortest window of the year. In this episode, Katy Doss breaks down why September — not November — is the smart time to start priming holiday lighting demand, and exactly how to do it without feeling like you're rushing the season. You'll learn: • Why "early November" feels ahead of the game but actually isn't • A simple mid-September through December marketing timeline you can follow starting now • How to package your lighting services into three tiers — and why the middle option gets chosen almost every time • What to collect this holiday season (photos, video, testimonials) to make next year's marketing effortless • A simple system to make sure content collection actually happens on every job If holiday lighting is part of your business, this episode will change how — and when — you market it. Download the free Holiday Lighting Marketing Playbook at scriptmarketingco.com/resources.

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Ratings & Reviews

5
out of 5
4 Ratings

About

Welcome to The Landscaping Growth Script is the authority on building your landscaping business with better leads, higher-value clients, and a year-round sales pipeline. Whether you’re in landscape design, landscaping, pool installation, outdoor kitchens, luxury patio furniture, landscape lighting, custom pergolas, outdoor media systems, or even copper gutter fabrication—this podcast is for you. Each week, Katy Doss, founder of Script Marketing, shares actionable, proven strategies for connecting with the wealthiest homeowner segment: affluent buyers. With 20+ years of marketing experience and deep expertise in the psychology of high-net-worth individuals, Katy and her team at Script—a full-service marketing firm specializing in luxury outdoor brands—unpack the tips, tactics, and tools that are working right now to grow visibility, credibility, and revenue. You won’t find fluff here. Just real, ready-to-use strategies that help you: - Attract high-income clients who value quality over cost. - Stand out from big-box competitors and low-price undercutters. - Maximize off-season marketing for year-round leads. - Craft messaging that speaks to exclusivity, craftsmanship, and lifestyle—not just product specs. - Use storytelling, reviews, social proof, and seasonal strategies to create an unforgettable brand. Think of this as your marketing masterclass for scaling your business in the premium home space.

Information

  • Creator
    Script Marketing
  • Years Active
    2024 - 2026
  • Episodes
    113
  • Rating
    Explicit
  • Copyright
    © Copyright 2024 All rights reserved.
  • Show Website
    The Landscaping Growth Script