McHale Landscape Design, Inc., based in Upper Marlboro, Maryland, concentrates on creating clients for life and all their processes support this goal.
Approximately half of McHale’s new customers come from referrals, while the other half are brought in by marketing efforts, social media and community visibility.
When a lead calls in, they are initially handled by McHale’s team administrators, who serve as the first point of contact. Their job is to review and qualify all leads, including website inquiries.
“Their role is to gather detailed information — such as project type, location, budget expectations, etc. — to ensure the lead is matched with the most appropriate architect or designer,” says Susan Canter, executive administrator for McHale. “Once assigned, the appropriate person follows up directly with the potential client to schedule an initial consultation.”
Design Phase
After a lead has been vetted and determined to be a good fit, McHale schedules an on-site visit with both homeowners to understand their individual perspectives and shared vision. Steve McHale, co-founder and principal of McHale, says this approach allows them to tailor the design to their lifestyle and preferences.
“One of the most useful questions is simply, ‘How do you envision using this space?’” McHale says. “We also ask about daily routines, entertaining habits, and long-term goals to uncover deeper needs and preferences.”
McHale says their initial design meetings typically last an hour to an hour and half, depending on the complexity of the property and scope of the project.
“It’s essential to address all points discussed with the client while also introducing creative ideas they may not have imagined,” McHale says. “Our fresh perspective often brings unexpected inspiration that elevates the design beyond the ordinary.”
Typically, they will have two rounds of revisions during the design process, and a third round if needed. McHale says if more changes are required, this may indicate a misalignment in vision.
“We make every effort to align with a client,” McHale says. “However, on rare occasions, we recognize that we are not going to be a good fit and we respectfully part ways. Obviously, we do this early in the process.”
In total, the design process ranges from six to eight weeks.
Installation Phase
Once a project has been approved, the implementation timeline varies based on the project’s scale.
“Smaller projects may take a few weeks, while large projects exceeding $1 million can continue for 8 months or more,” McHale says.
For efficient project management, the company holds pre-construction meetings and weekly on-site meetings. They also utilize CompanyCam to access job photos on a daily basis.
“Each sales team has weekly production meetings that provide real-time job status and forecast a production schedule for two weeks at a time,” says Kevin McHale, co-founder and principal of McHale.
They keep the client regularly informed throughout the entire process.
McHale doesn’t leave quality up to chance. One of the ways they do this is by growing their own inventory of plant material.
“We take advantage of our space and purchase small three-gallon material and grow plants to larger landscape size specimens at our 35-acre private nursery,” Kevin McHale says.
McHale even has a soil screener to clean debris from soil brought back from projects, and then they add organics to the soil to create a high-quality topsoil.
Their operations team handles the material purchasing of bulk material, plant material and hardscaping material. Their operations are centralized at their headquarters in Upper Marlboro and their fleet of trucks, vans and a tractor-trailer all make deliveries to their branch locations and job sites.
“We believe in efficient purchasing,” Kevin McHale says. “We buy large quantities of plant material to receive considerable discounts that enable us to be profitable on the front end of a project with smart purchases.”
The company has been able to emphasize their craftsmanship thanks to their in-house masons and carpenters.
“Often our workload and deadlines require us to partner with subcontractors,” Kevin McHale says. “We have several selected and vetted carpentry and masonry subs that often work alongside our in-house crews to ensure a consistency of craftsmanship.”
Maintenance Phase
Approximately 80% of McHale’s large design/build projects transition into maintenance services. Keith Bowman, president of horticultural services & business development for McHale, says typically this starts within a few weeks of completion of the project, but for larger properties, it starts during the installation phase.
“In some cases, the handoff may be delayed due to client scheduling or seasonal considerations, but the goal is always to ensure continuity and care,” Bowman says.
To ensure a smooth handoff to the maintenance team, McHale involves the account manager in as many client mettings as possible, along with the design/build team.
“While not always feasible, establishing the maintenance relationship during the design phase is key to long-term continuity and satisfaction,” Bowman says. “For example, on a recent estate project, the account manager was introduced during the initial design consultation, which led to a seamless transition into ongoing care.”
McHale’s account managers also foster long-term relationships with clients that often span many years and life stages.
“Whether prompted by major life events — such as a growing family or retirement — or simply a desire to refresh their outdoor space, clients frequently return to us to reimagine their landscapes,” Bowman says. “In fact, over 60% of our enhancement projects originate from existing maintenance clients.”
Their account managers establish these strong relationships through consistent communication and attentive service. They will proactively suggest enhancements that align with seasonal needs, lifestyle changes, or property goals.
No matter what phase a project is in or the challenges they face, McHale fosters synergy with their team.
“We don’t believe in blame; it can be terribly destructive for an organization,” Kevin McHale says. “We succeed together and we overcome challenges together. We have a ‘Let’s roll up our sleeves and solve problems together’ mantra. Collaboration and support transcend all our sales teams and divisions.”
If you’d like to learn more about McHale’s keys to success, you don’t want to miss NALP’s Field Trip at their headquarters on Sept. 23-24, 2025.
Key Takeaways
- McHale prioritizes creating lifelong clients by aligning designs with client lifestyles, managing projects efficiently, and fostering long-term maintenance relationships.
- The company invests in its own nursery, soil processing, and in-house masons/carpenters to ensure craftsmanship, cost savings, and quality control.
- Around 80% of large projects move into ongoing maintenance, with account managers building deep client relationships that lead to repeat business and enhancements.
