CURB APPEAL
National survey : “ Yard shame ” impacts homeowner gatherings
A recent national survey of American homeowners , conducted by NaturaLawn of America , found that “ yard shame ” is preventing 66 percent of respondents from hosting gatherings outside as much as they ’ d like to . And 56 percent were less likely to host an event inside if their yard doesn ’ t look great .
In addition to worrying about their own yard , Americans care about their neighbor ’ s yard as well . One-third of respondents admitted to crossing into a neighbor ’ s lawn to pull weeds , trim shrubs , mow a portion of their lawn or rake leaves .
“ Based on this survey , we know that homeowners and homebuyers alike place a high value on a well-maintained lawn ,” said Phil Catron , president and founder of NaturaLawn of America .
According to Catron , knowing how important a yard is to homeowners ’ lives , and that people are still investing in their outdoor spaces post-COVID , lawn care and landscape professionals can leverage some of these data points to position themselves as a trusted partner to help improve and maintain outdoor spaces .
“ From a homebuyer perspective , our survey found that 76 percent of homeowners said that if they were looking for a new home , it would be important that it had a healthier , well-maintained lawn ,” said Catron . “ This is another key data point professionals can use to help attract new customers who may be planning to sell their home during the peak seasonal real estate season .”
The survey also found that Americans ’ investment in their outdoor spaces is likely to continue , as 85 percent of respondents reported making some improvements to their yards ( landscaping ,
A nice lawn is good for the pets and kids , and it ’ s a marker of personal pride for homeowners .
American homeowners will invest in their lawns . It ’ s not just a Covid-era stuck-at-home phase .
Photos provided by NaturaLawn of America
patios , decks , fire pits and playscapes as top investments ) during the last five years , and 74 percent said they are likely to make more improvements over the next two years .
“ As lawn care and landscaping professionals , you help homeowners maintain and achieve beautiful and healthy outdoor spaces ,” he said . “ If we can feel genuinely passionate about wanting to improve outdoor spaces to help people enjoy their yards , we can help leverage that passion to secure customers .”
Catron added that some of these data points would fit nicely into an email marketing campaign to lapsed customers or leads to help drive the importance of lawn maintenance and landscaping , as well as social media ads to help attract new customers .
“ Beyond marketing , we believe that landscape professionals should approach their client interactions in a personalized way , so each homeowner ’ s specific needs and goals are met ,” he said . “ This is the best way to build trust and the landscaper-client relationship every lawn care business wants . That said , some of these data points could be used in sales conversations with would-be customers who may be on the fence . These conversations could be followed up with a brochure , highlighting your expertise and showcasing your work .”
Although curb appeal , keeping up with neighbors and having the best-looking yard have long been important to homeowners — and drivers for the landscape industry — Catron said the most surprising data point from the survey was the impact of yard shame on hosting gatherings inside the home .
“ This point further demonstrates the importance of a wellmaintained yard and how it can affect people ’ s personal interactions ,” he said . “ We want people to feel good about their lawns and know they are a safe environment , so they are not missing out on enjoying their life — and we know from this survey their yard is central to that .”
30 OPE + May 2024 www . OPE-Plus . com