Helping Your Clients See Landscaping as an Investment, Not an Expense

A Selling Mindset for Landscape Contractors

At Include Software, we talk to landscape companies every day about the challenges of running a profitable business, especially when it comes to helping clients understand the value of professional landscaping.

Here’s a simple truth: many homeowners still see landscape services as a cost, not an asset.

That’s a missed opportunity for them, and for you.

The way you position your services in client conversations can make all the difference. Here’s a powerful analogy that can help shift the mindset and elevate your close rate:

The Car Mechanic Analogy

Most homeowners wouldn’t think twice about paying $150 an hour for a skilled mechanic to service their car. But here’s the irony, a car is a depreciating asset. It loses value the moment you drive it off the lot.

Now contrast that with a home, which typically appreciates over time. When enhanced with professional landscaping, that appreciation can grow even faster.

Try saying:
“You’re willing to pay $150/hour to maintain your car, which loses value every year. Why not invest in your landscape, part of your home, which is an asset that actually goes up in value?”

Landscapes Add Real, Measurable Property Value

Well-maintained landscapes can increase a home's value by up to 15%, often more than kitchen or bathroom renovations.

Yet many clients aren’t aware of this. They see a line item for seasonal services instead of understanding the long-term return:

• Healthy trees and plants reduce costly replacements
• Irrigation systems protect foundations and hardscapes
• Outdoor spaces expand livable square footage
• Strategic lighting and plantings boost curb appeal and resale value

Teach Your Team to Speak in Terms of Assets

Your crews and sales team are the front line. Train them to talk about your services in the language of asset management and value protection:

• “This is about protecting one of your biggest investments.”
• “We help your property grow in value, literally.”
• “This isn’t just maintenance. It’s preservation of equity and lifestyle.”

The more they reinforce this message, the more your clients begin to expect and accept it.

A Strategic Mindset = Higher Close Rates

When your team positions your work as an investment, one that grows over time, you shift the conversation away from “how much does it cost?” to “what is this worth to me?”

That mindset shift builds trust, justifies your pricing, and separates you from low-cost competitors who are just selling labor, not long-term value.

Final Thought from Include

At Include, we don’t just build software. We build systems that help contractors run smarter businesses, and part of that is helping you sell smarter too.

We encourage you to share this mindset with your sales team. Use it in your proposals. Include it in your training. When you teach clients to see landscaping as an asset, you not only increase your value, you help them protect theirs.

Want more sales strategies and client insights?
Include GO gives you the tools to estimate, price, and present work with professionalism and clarity. Let’s talk about how we can support your sales process.

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Photo courtesy of Bonick Landscaping