National Association of Landscape Professionals’ (NALP’s) Industry Growth Initiative commissioned research from Harris Poll to better understand homeowners’ usage of professional lawn and landscape services, and to learn about consumer buying behaviors and perceptions about the industry. The survey was conducted online within the United States between September 28 and October 2, 2017 among 2,171 adults aged 18+, among whom 1,721 have a home with a lawn/landscaping. The data points are rich and offer tremendous insight.
For instance, the survey found that, of homeowners who hired a professional over the past 12 months, the following were the top services utilized:
- Mowing, 20 percent.
- Tree care (e.g., tree fertilization, spraying, trimming, removal), 20 percent.
- Lawn pest control (e.g., chinch bugs, grubs, moles), 17 percent.
- Weed prevention and control (e.g., crabgrass, dandelions), 16 percent.
- Irrigation system management/repair, 13 percent.
- Landscape maintenance (e.g., mulching, pruning, annual flower planting), 13 percent.
- Lawn aeration (i.e., removal of small cores of soil from the lawn), 12 percent.
- Major landscape installation and/or enhancements, 12 percent.
- Landscape design, 11 percent.
- Seeding/Re-seeding, 9 percent.
- Other services, 7 percent.
In assessing primary purchasing drivers, the study found 52 percent of homeowners contract with professionals to help their lawn and landscape look better, 41 percent to save time, 30 percent to enjoy their yard more and 12 percent for the environmental benefits offered by professionals. The survey also looked at why consumers don’t buy from professionals, regional and gender differences in buying behaviors, what marketing materials are most valued and more. The full report, including data tables, was made available to IGI Investors.
