As a landscape company owner, you know how to sell your products, perform top-notch services and deliver award-winning outdoor spaces.
However, in today’s multigenerational marketplace, achieving success is about more than just “walking the walk”— it’s also about “talking the talk” and tailoring that talk to each of your customers.
Whether you’re working with a homeowner of 40 years, a millennial couple new to a neighborhood and homeownership or a tech-savvy Gen Z property manager, how you communicate your services and showcase your value matters.
The challenge is that your client base likely spans multiple generations: the Silent Generation, Baby Boomers, Gen X, Millennials and Gen Z.
While older generations may value more personal relationships and print forms of communication, younger generations may expect instant communication and digital convenience.
Understanding how each generational group prefers to communicate and adapting your messages to each group builds trust, increases referrals and reinforces long-term partnerships.
Understanding Generational Mindsets
Each generation has its own values, expectations and communication styles.
Keep in mind that the primary objective of communication is to be transparent. All communication from your company should clearly lay out expectations for each party, no matter if the customer is residential or commercial.
Here’s what you should know about each generation’s preferences.
The Silent Generation (Born 1925–1945)
Valuing experience, reliability and formal methods of communication, the Silent Generation may prefer printed materials, face-to-face meetings and phone calls.
What’s more, these clients often appreciate handwritten notes, mailed invoices and paying via personal check.
Pro tip: Highlight that your company has stood the test of time and demonstrate that you will care for this client’s property with dignity and consistency.
Baby Boomers (Born 1946–1964)
High-quality service, professionalism and customer service top the list for what Baby Boomers look for in a landscape service provider.
While many of this generation prefer to communicate via phone call or even email, this group may also appreciate well-designed brochures or flyers.
Pro tip: Detailed project proposals, before-and-after photos and testimonials can showcase your expertise and help this group of customers feel confident that you’re a true professional who will do the job right the first time around.
Gen X (Born 1965–1980)
Generation X looks for efficiency, transparency and results.
Communicating via email, text and client portals works particularly well with this group as they like having information at their fingertips without being overwhelmed.
Pro tip: Communicate clearly and efficiently. This generation generally wants to feel like you respect their time and will help solve their real-life problems.
Millennials (Born 1981–2000)
Millennials prefer to work with a company that is authentic, sustainable and technologically savvy. Visual proof speaks volumes to this group.
This generation may prefer texts, email, mobile apps and social media. Incorporate client portals and online scheduling with this group.
Pro tip: Millennials generally like to feel like they resonate with the values of the brand they choose. Tell your company’s story on social media, highlight real-life customers and consider eco-friendly practices. Visuals and behind-the-scenes content deepen trust and connection.
Gen Z (Born 2001–2020)
Born in the digital age, Gen Z values landscapes companies that exhibit speed, tech fluency and social responsibility. They also gravitate toward companies that are relatable.
This generation likes self-serving communication via mobile methods such as apps, SMS updates, chatbots and social DMs. However, messaging apps aren’t the only preferred method for this group. According to a recent survey by MarketingProfs, some Gen Z (42% to be exact) say they prefer to communicate via email over other messaging apps versus 20% who say they prefer apps.
Also, keep in mind that emailing with this generation isn’t the same as with other generations.
For example, the same survey by MarketingProf reports that about 57% of respondents say the most confusing thing about email is how formal to be, and 51% say it’s knowing when to follow up.
Be patient and understand that they are coming from a different perspective.
Whatever the case, this generation typically expects communication to be seamless.
Pro tip: Be direct, digital and data driven. Consider interactive tools and measurable results to show your value. In other words, don’t just tell them what you do — show them your value using social media, testimonials and video walk-throughs.
The Next Generation
As the newer generation — Gen Z — comes of age and enters the workforce as, say, property managers, it’s crucial that you keep up with the times to communicate effectively with them. You should know that the same rules may not apply with this generation as with others.
To communicate in a way that resonates with them, use the following techniques:
- Use clear, concise communication with visuals, performance metrics and timelines.
- Provide dashboards, project photos and status updates through a client portal or app.
- Whether it’s a sustainable landscaping technique or the use of AI-driven scheduling, stay ahead of the curve by embracing innovation.
Words of Advice
While the guidelines above may be helpful, be wary of using a “one-size-fits-all” approach for each generation of customer. Be sure to ask customers upfront how they prefer to interact.
Additionally, whatever method of communication customers choose, avoid bombarding customers with messages. Useful information can quickly become annoying to your customer if they are repeatedly pelted with an overload of messaging.
By communicating clearly, prioritizing transparency and cultivating connection, you can learn to speak the language of each generation of clients that you serve.
