Be the contractor of choice in 2010, Part 2

17 Dec, 2009 By: Cynthia Kinman, Gary Kinman LDB Solutions

Educating the landlord

Here’s an example of how we were able to enlighten a client and develop a project with high value.

The landlord of this apartment complex needed to update either the interior or the exterior to be competitive in his market. We proposed that he invest in exterior enhancements in the $100,000 range.

We proposed bolder lighting with new lamp posts for better security and appearance. Because this required utility sleeving, our plan gave the landlord a long-term option to pick and choose what elements to complete when. We took the time to explain the sitework of pre-sleeving for irrigation and lighting, educating the landlord.

Brick curbing cost more, but is more durable. By presenting these construction decisions to him, we helped the landlord understand what he was getting for his money.

By expanding the width of the pre-existing sidewalk, we were able to relate it more to the scale of the doors, stoop and stairs. These improvements made the entire complex seem bigger, and also gave room for benches.

The finished project makes the 1940s building look almost like new via landscape and hardscape changes.

Click here to read part 1 of this article.

When you look forward to next year’s business prospects, have you figured out how you’ll beat your competitors? Our industry has changed, and we need to be able to develop landscape plans that address several things: the client’s needs; the structure’s architecture; what is appropriate for the site and community; and what brings the most value to the client.

More than ever, clients want to see genuine value in everything they spend money on. If we expect to get their business, we need to be able to show them exactly how they are getting great value. It becomes a no-brainer when they see both your professional value, and also the tangible value to the property. Clients will start to tell you why they need to spend more money on the project.

Value in Design
Approach a design project with the client by looking at the property as a whole, and then from the greatest to the least element. Look at arrival sequences, pedestrian areas, functional spaces, and other specific needs.

Clients may have their own hierarchy of importance, like plantings or lighting. As the expert, it’s your responsibility to enlighten them on how many low-visibility elements can dramatically impact the entire project. Some examples are underground wires, drainage, irrigation and site work. Once a client understands how important this work is, he or she begins to appreciate your value and expertise. They will then start to justify the costs they will choose to lay out.

Our industry adds quantifiable dollars in resale value to many properties. Enlighten the client to what is appropriate and beneficial in their situation, show them all the options, and let them choose what is most valuable to them. Then, they choose how much to spend and how much they will get as a return from their investment.

Value vs. Budget
This completely flips the traditional budget process on end, because it gives the client the choice of what to benefit from in your services and what they feel is valuable to pay for. They begin to understand why they need to do business with you.

In addition to building a trusting relationship between client and contractor, this process will often lead to a more satisfied and happier client and a much nicer project. Contrary to the idea of the budget being the deal-breaker, spending more money now isn’t the obstacle. What the client values is the ultimate deciding factor.

Instead of competing in a bidding war, or “what’s your budget?,” you can bring more value to the table by adding in higher-level design details and developing something unique for the client — a finished project that says a lot about the quality of work you do as the landscaper.

Gary & Cynthia Kinman will be offering a new seminar, “Creative Design and Materials” in January 2010, covering high-value project development. Click here to visit their website. Click here to subscribe to the Kinmans' newsletter, Design-Build Revolution.

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