From Lawnmowers to Liability: Targeting Landscapers for Commercial Insurance
Landscapers don’t always work year-round, especially in colder climates. Nonetheless, it’s a high-growth industry that’s wrought with big risks, making it a ripe market for commercial insurance. According to IBISWorld, 693,000 landscaping businesses in the United States employ more than 1 million workers.
From operational and safety risks to financial and regulatory risks, it’s critical for landscaping businesses to have the proper commercial insurance protection.
Generic commercial insurance marketing, with its one-size-fits-all approach, doesn’t account for the specialized knowledge and tailored solutions that landscaping businesses need.
Generalized messages aren’t effective because they don’t have the authority to address pain points in the landscaping industry.
We’ll help you understand how to define the ideal landscaping client and the core commercial insurance coverages they need. You’ll learn how to build a strong value proposition and share some digital marketing strategies that work.
Shortcuts:
Understanding the Landscaper Mindset
Defining Your Ideal Landscaping Client
Core Coverages Landscapers Need (and How to Market Them)
Building a Strong Value Proposition
Digital Marketing Strategies That Work for Landscaping Businesses
Using Screen Sharing as a Sales and Educational Tool
Winning With Landscaper Commercial Insurance Clients
Understanding the Landscaper Mindset
A landscape business owner’s mindset differs from other businesses due to its unique risks and seasonality. In areas where landscaping isn’t in full swing because of the weather, these types of businesses often switch gears to keep running during the off-season (e.g., snowplowing in the wintertime).
Business owners have a lot on their minds year-round. By getting into their mindset, you’ll have more success with lead generation.
Here are some of the things to be aware of as you call on landscaping prospects and clients:
- Time constraints: Business owners are constantly on the go and regularly visit job sites.
- Seasonal nature: Business owners are price-sensitive because their cash flow is seasonal.
- Coverage gaps/misconceptions: Business owners may have misconceptions about insurance coverage and may not be aware of coverage gaps.
- Top business concerns: Business owners are primarily concerned with keeping their crew working, retaining their contracts, and ensuring claims are handled expeditiously.
Now that you know what’s on landscapers’ minds, it’s wise to define your ideal landscaping client.
Defining Your Ideal Landscaping Client
Landscaping businesses come in various types and sizes. Some have ever-growing crews, and some are single-person operations. Some serve residential customers while others focus on commercial landscaping services.
Because landscaping businesses don’t offer the same services, they face different risks and need appropriate insurance to cover each.
Landscaping businesses may offer one or more of the following services:
- Landscaping
- Hardscaping
- Tree work
- Gardening
- Lawncare
- Lawn sprinkler and irrigation services
- Pesticide application
- Green roof installations
- Field turf installations
- Spraying operations
- Snow removal
Your marketing materials and messaging should reflect the services the business offers to attract the right target audience. For example, if you know that a business offers landscaping services three seasons of the year and does snowplowing only in the winter, market commercial insurance for both services during the appropriate seasons.
Core Coverages Landscapers Need (and How to Market Them)
While landscaping businesses may operate only part of the year, their expenses may remain constant year-round. It’s often challenging for business owners to balance their year-round fixed expenses during the slow season.
Insurance premiums are due year-round, regardless of the weather.
To protect landscaping businesses with the right insurance coverage and prevent gaps, be sure to review the following list of commercial coverages to make sure they have everything they need:
- General liability
- Workers’ compensation
- Commercial auto and equipment coverage
- Commercial property
- Inland marine and tools coverage
- Umbrella policies
- Crime
- Contractors pollution
- Employment Practices Liability
- Cyber Liability
Positioning: Coverage as Business Protection
Most business owners know what the legal insurance requirements are for their businesses. You’ll have an easier time building their trust when you reframe the discussion to focus on how insurance defends their assets and enables the business to grow.
Here are four ways to show how the right commercial insurance policies serve as a strategic investment in keeping the company running and setting it up for growth:
- Potential for high-value contracts: Many business and government contracts require proof of insurance before they’ll consider a bid.
- Professionalism: By proving they have the proper insurance and marketing their businesses as such, they earn instant trust with their customers.
- Protect assets: In using scenarios, you can show how insurance can replace damaged equipment or property, so they don’t have to replace it out of the business.
- Shield against bankruptcy: Demonstrate that insurance can provide for common industry losses that would otherwise be difficult to afford.
It would be easy enough to create slides or videos to highlight how the right insurance policies can protect their business and prime it for future growth and prosperity.
Building a Strong Value Proposition
While it’s true that landscaping business owners are a price-conscious bunch, you don’t want to compete based on “cheap insurance.” It’s better to position insurance as protection that keeps their business running and keeps their workers safe when something goes wrong.
Find clear, real-world examples of incidents that happened where someone got injured, property was damaged, or a vehicle accident caused bodily injury and property damage.
The news and the internet are good sources of tragedies in which an incident costs a similar business a contract, or, worse, forced a job to shut down.
This is also a good way to show how the commercial landscaping policies you offer could have eased the business owner’s financial and emotional burden.
As a practical example, you could highlight certificates of insurance and contract compliance. Often, landscapers need certificates to submit proposals, secure bids, and remain on preferred vendor lists. You can emphasize how you can help them meet those requirements in a timely and accurate manner, so insurance becomes an asset rather than an obstacle.
The real challenge on your end is to educate the client or prospect without overwhelming them. You can do that by focusing on what matters most to their operation, using plain language, and walking them through scenarios step by step.
Digital Marketing Strategies That Work for Landscaping Businesses
The most effective digital marketing strategies for landscaping businesses consider content, channels, and follow-up. Of course, you’ll want to add your logo and branding so customers will readily recognize your brand.
Local SEO and Google Business Profiles
Google gets a lot of attention, so it’s important to create your Google Business Profile and fill it out completely. In addition to using insurance as a category, include the words landscaping and other related terms in your description and posts.
According to The Media Captain, 97% of users primarily learn about local companies online. You want landscape contractors to see your name when they go searching, and you want them to know that you’re an expert at your craft.
Your Website
Gear at least part of your website toward landscape business owners, as that’s what they’ll be looking for. Once again, steer the content away from purchasing and pricing. Focus on protecting their crew and equipment.
Make your content scannable by adding text, photos, and videos that readers can view quickly. Make it easy for them to find what they’re looking for without having to read through columns of heavily worded text. Break down large blocks of text into smaller, easier-to-read sentences. Make use of headings, bullets, bold text, and white spaces.
Simple Lead Magnets
Leverage lead magnets like infographics, checklists, assessments, and cheat sheets to build trust and demonstrate your expertise. These marketing pieces will also spark interest and may prompt viewers to call you or schedule an appointment.
Here are some examples of effective marketing materials you could create:
- Seasonal risk checklists
- Safety checklists
- Self-assessment to detect hidden coverage gaps
- A list of common requirements for bids and proposals
When those calls and emails come in, be sure you’re ready to carve out time in your schedule to meet with them.
Follow-Ups
It goes without saying that contractors are extremely busy people. They often work alongside their employees. When the day is done, they still need to handle bookkeeping, human resources, and other necessary administrative tasks to run a business. Additionally, most business owners need to dedicate time to their personal lives.
Business owners will be more receptive if you respect their time.
A good way to do that is to use your CRM to notify you when they have an upcoming renewal.
Another good tip is to use the three-email sequence as follows:
- Value-add: Article or tip
- Solution: Case study
- Open-ended question: Low-pressure, intriguing question
Always be prepared with a screen-sharing presentation when handling follow-ups. Since many customers will want to meet with you virtually, you need a fast, simple way to let them view your presentation. You can do that and more when you use CrankWheel’s screen-sharing tool.
Using Screen Sharing as a Sales and Educational Tool
Landscapers are often working in the field, so they’re short on time. Virtual appointments are often your best bet. Screen-sharing works just as well if you’re fortunate enough to get an in-person appointment. Either way, screen sharing is a powerful sales and educational tool.
Showing, rather than telling, makes a huge difference. Instead of relying on lengthy phone explanations that may bore your customer, you can quickly show them what they’re buying and why it matters.
Screen sharing allows customers to view their coverage limits, features, and exclusions. You can add colorful images or videos for added interest and clarity.
Use slides to walk customers through quotes line by line. Show comparisons between policies and pricing. It gives you an opportunity to explain why one policy costs more than another and the additional protection the better policy offers.
Practical, visual communication builds clarity and trust.
CrankWheel’s Screen Sharing Tool Gives You the Edge
If you’re looking for a fast, no-download, browser-based screen-sharing tool designed specifically for sales, CrankWheel is your “go-to” product.
Here’s a snapshot of what CrankWheel can do for you:
- Instant sharing of screens, browser tabs, or specific applications across any device
- Remote control capabilities
- Live engagement monitoring
- Built-in recording
- Integration with CRM platforms (e.g., Salesforce, HubSpot)
- Inbound lead capture
- Post-meeting redirect
- Commitment to data security and privacy
Business owners, including landscapers, receive many ads that make big promises. Transparency inspires trust. It’s what gives you a competitive edge.
Screen-sharing answers questions up front, which is important for landscapers who value straightforward communication and practical solutions.
Screen sharing reduces the endless back-and-forth interactions that slow decision-making. Instead of multiple emails clarifying limits or attachments, you can answer questions in real time.
You can compare options side by side, explain why premiums differ, and make adjustments on the spot. It helps landscapers feel confident in the protection they’re getting.
This cuts down on confusion and prevents analysis paralysis. Well-crafted content alleviates the client’s hesitation, allowing them to move forward to closing the sale.
When you use screen sharing, your clients will begin to view you as a consultant rather than just a salesperson. They’ll count on you to educate, advise, and guide them toward the best commercial insurance solutions.
Winning With Landscaper Commercial Insurance Clients
Winning landscaper clients starts with clarity and connection. Your goal is to position yourself as a trusted partner rather than a fast-talking insurance salesperson.
You can already speak directly to the risks landscapers face. You understand the regulatory and safety concerns involved with landscaping businesses and have real-world claims examples to share. Screen sharing allows your expertise to shine.
Making screen sharing a standard part of your sales process sets you apart. It saves time and reduces misunderstandings. Most importantly, it shows you’re invested in their success, and that goes a long way.
Sign up for a free trial of CrankWheel and see how it can help you target landscapers for commercial insurance today.