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. 1d ago

    #101: Why Direct Mail Still Wins for High-End Landscaping Companies

    One of our clients sent a high-end look book in March. Homeowners were still scanning the QR code in November. Eight months. One mail drop. That's not luck — that's what strategic direct mail does for high-end landscaping companies.   In this episode, Katy Doss breaks down why direct mail remains one of the most powerful — and most misunderstood — marketing tools for design/build and estate management companies. Yes, it's a real investment. And when it's done strategically, it pays off.   You'll learn: Why landscaping's long buying cycles make direct mail uniquely powerful — and how to set the right ROI expectations The specific format that works best for high-end design/build work (and why a four-page look book beats a postcard every time) How to build a targeted mailing list using home value, net worth, lot size, year built, and more — and why mailing zip codes is costing you money What a UTM parameter is, why every QR code needs one, and how it lets you track results months after a campaign drops How direct mail works best inside a system — alongside Meta ads, Google, retargeting, and neighborhood presence The aspiration-over-features approach that gets your piece picked up twice and passed between spouses   If you've tried direct mail and written it off — or if you've been meaning to add it to your strategy and haven't pulled the trigger — this episode gives you the full picture of how to do it right.   Download the free companion resource, The High-End Landscaping Direct Mail Playbook, at scriptmarketingco.com/resources.

    29 min

  2. Jun 30

    #100: Questions to Ask a Marketing Firm Before You Hire Them

    You've been burned before. Or you're worried you will be. Either way, before you hand your budget and your brand over to a marketing firm, you need to ask the right questions — and most people don't.    In this milestone 100th episode, Katy Doss walks you through the most important questions to ask any marketing firm before you sign a contract. This isn't a pitch for Script. It's an honest framework for evaluating any firm — including the ones that aren't the right fit.    You'll learn:  Why industry expertise matters — and how to find out if a firm really has it  The real trade-off of hiring multiple specialty firms vs. one holistic partner  How to understand what time commitment they'll require from you  How to hold a firm accountable to real results — and why you should ask them to define their terms  What to do when things go wrong (and they will)  Why running ads through the agency's account — not yours — is a major red flag  What to look for in a contract before you ever sign    Plus: a free Marketing Firm Evaluation Worksheet with even more questions to bring to your next discovery call.    This is the episode to share with any landscaping owner who's thinking about hiring marketing help — or who's nervous about trusting someone with their business again.    Download the free worksheet at scriptmarketingco.com/resources.

    21 min

  3. Jun 23

    #99: 7 Ways to Use TikTok to Recruit Your Next Great Crew Member

    Struggling to find good crew members? The answer might be somewhere you haven't looked yet. In this episode, Katy Doss makes the case for why TikTok — yes, TikTok — could be one of the best recruiting tools a landscaping business owner has right now.  TikTok isn't a client acquisition channel for landscapers. But it is where a huge chunk of your potential hires are spending their time — and with the right content strategy, you can make your company impossible to ignore.    In this episode, you'll learn:    Why TikTok works for recruiting but not for client marketing — and how to use that distinction to your advantage  How to address the four biggest objections owners have (including the security concerns — that one's real and worth understanding)  What kinds of content actually attract quality applicants on TikTok  Why you don't have to be on camera yourself — and who should be instead  How to be transparent about pay in a way that filters for the right candidates  A simple 4-step plan to post your first video this week    If you've been skeptical about TikTok, this episode will change how you think about it. You don't need to dance. You don't need a production budget. You just need to show up.    Grab the free guide — Getting Started on TikTok for Landscaping Business Owners — at scriptmarketingco.com/resources.

    17 min

  4. Jun 16

    #98 : Stop Marketing to Everyone: How to Build and Use an Ideal Client Profile

    Most landscaping businesses think they know who their ideal client is.  But "homeowners in nice neighborhoods" isn't an Ideal Client Profile. It's a starting point — and stopping there is costing you.    In this episode of The Landscaping Growth Script, Katy Doss breaks down what an Ideal Client Profile actually is, why demographics alone aren't enough, and — most importantly — what to do with one once it exists.    Because the real value of an ICP isn't building it.  It's using it.    You'll learn:    Why two homeowners with the same income and zip code can be completely different clients  What psychographics are — and why they matter more than demographics alone  How to build an ICP by looking at your best existing clients  How to use your ICP to rewrite your messaging, sharpen your ad targeting, and filter leads before the consultation  How to turn your ICP into a content strategy, a sales filter, and a team alignment tool    If your marketing feels generic, your consultations feel hit-or-miss, or you keep attracting clients who aren't quite the right fit — this episode will show you why, and exactly what to do about it.    Download the free Ideal Client Profile Worksheet at scriptmarketingco.com/resources to build yours in one focused sitting.

    23 min

  5. Jun 9

    #97: How to Set Up a Landscaping Salesperson to Succeed

    Hiring a dedicated salesperson feels like the natural next step for a growing landscaping business.  But here’s the problem—most companies hire a salesperson expecting results to improve… and when they don’t, they assume they hired the wrong person.  In this episode of The Landscaping Growth Script, Katy breaks down why that’s usually not the case.  Because the issue isn’t just who you hired—it’s how your business is set up to support them.  You’ll learn:  The two types of salespeople in the landscaping industry—and how they differ  Why salespeople often underperform (and what they’re actually exposing)  How to quickly diagnose where your sales process is breaking down  The key systems, messaging, and marketing your salesperson needs to succeed  What to put in place before hiring a salesperson—or how to fix your current setup  If you’ve hired a salesperson and aren’t seeing the results you expected—or you’re thinking about adding one—this episode will help you avoid a common (and expensive) mistake.  Because a salesperson doesn’t fix a weak system.  They expose it.

    17 min

  6. Jun 2

    #96: The 3 Types of Bad Reviews (And Exactly How to Handle Each One)

    Bad reviews are part of running a landscaping business—but not all bad reviews are the same. In this episode of The Landscaping Growth Script, Katy Doss breaks down the three types of bad reviews you’re most likely to encounter and, more importantly, how to respond to each one without making the situation worse. Because here’s the reality: most business owners either get defensive, over-explain, or avoid responding altogether—and all three can hurt your reputation more than the review itself. Inside this episode, you’ll learn: The difference between a client fit problem, a process problem, and a visibility problem How to respond professionally without sounding defensive or reactive Why your response matters more to future clients than the review itself When (and how) to ask a client to update their review after resolving an issue What bad reviews are actually telling you about your business—and how to use that information to improve If you’ve ever read a review and thought, “That’s not what happened at all,” this episode will help you take a step back, respond strategically, and protect your reputation in the process. And if you want the exact wording for responses, we’ve created a free downloadable guide with templates you can use right away. You can grab that at scriptmarketingco.com/resources.

    15 min

  7. May 26

    #95: How R&R Landscaping Turned Core Values Into Daily Behavior

    Most landscaping companies have core values.  They’re written down. They sound good. But they’re not actually showing up in day-to-day behavior.  In this episode, Katy sits down with Claire Goldman of R&R Landscaping to talk about how they turned their core values into something their team actually uses—every single day.  Together, they unpack how R&R, with the help of Script, built an internal brand called TROAD and what it took to go from eye rolls and skepticism… to full team buy-in.  You’ll learn:  Why most core values don’t stick  What an internal brand actually is (and why it matters)  How to create a shared language your team will use  And how alignment at the team level impacts growth, accountability, and scalability  If your team isn’t fully aligned—or your core values feel more like decoration than direction—this episode will show you what to do instead.

    23 min

  8. May 19

    #94: 7 Ways to Prepare Your Landscaping Business for AI Search (Before Your Competitors Catch On)

    The way homeowners search for landscaping companies is evolving - and it’s happening faster than most people realize.  More and more potential clients are skipping traditional Google searches and turning to AI tools like ChatGPT, Copilot, and others to ask detailed questions and get direct recommendations. That shift means your business doesn’t just need to rank anymore - it needs to be understood and trusted enough to be recommended.  In this episode of The Landscaping Growth Script, Katy Doss introduces Generative Engine Optimization (GEO) and explains how it differs from traditional SEO. Then she walks through 7 actionable strategies landscaping companies can implement right now to better position their business for AI-driven search.  You’ll learn how to:  Create content that actually answers real client questions  Turn your projects into meaningful case studies  Build authority through blog content and video  Clarify your positioning so you’re easier to recommend  Align your messaging across your website, Google profile, and other platforms  If you want to stay competitive, attract better clients, and make sure your business shows up in the next generation of search, this episode will give you a clear place to start.

    19 min
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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
    100
  • Rating
    Clean
  • Copyright
    © Copyright 2024 All rights reserved.
  • Show Website
    The Landscaping Growth Script