Discover the Best Clients for Your Interiorscape Company

Having owned two interiorscape companies, I’ve learned which businesses make the best clients. In 1999, I purchased an existing interiorscape business that serviced only commercial accounts. The client list included car dealerships, restaurants, mortgage brokers, national banks, law firms, and a few other offices. Within a year, I doubled the revenue without making any cold calls or attending any networking groups. My only marketing was a single ad in the Yellow Pages. Horticultural life was good.

Then came the recession.

Identifying Opportunities in Recession-Resistant Markets

The housing market began to crash in early 2000. One by one, I started to lose the mortgage companies. At first, most were small local brokers. By 2004, though, I lost every mortgage lender, including some of the biggest names in the country. Then some dealerships, banks, and restaurants disappeared as well. During this time, I vividly remember something a senior Fortune 500 mortgage broker once said to me—”The mortgage industry is a feast or famine business. One day, we can hire 200 people, and the next month, we may have to lay off 600.”

I had three of this particular mortgage broker company’s buildings under contract. I never imagined they couldn’t afford my monthly fee, which was minuscule compared to their $20,000 monthly electric bill. When I saw signs posted in the breakroom that they would no longer supply paper products, I knew the plants were next on the chopping block. This time, my prediction was right. 

Several years later, I started my second interiorscape business with a small loan from my attorney. I didn’t have a single client, and the city still suffered from the recession. This time, I had to make cold calls, attend networking groups, and pray I could find businesses willing to budget for plants. If you’ve ever been in this situation, you know how much time, money, and energy goes into making one sale. I didn’t even try selling to any mortgage companies. Banks became so tight it was like getting inside Fort Knox to win one of those accounts. Because of my experiences with my first interiorscape company, I focused more on securing clients in recession-proof industries, which I’ve outlined below.

Car Dealerships

Obtaining a dealership has its advantages because cars are something most people need. Vehicle showrooms have good natural light, making the replacement factors much lower. In addition, indoor plants make a big difference in reducing carbon monoxide emissions when display vehicles are moved in and out. In my experience, mid-range car brands tend to be more volatile. During the recession, dealerships that focused on used vehicles increased their revenue. Luxury brands also remained pretty steady, as they are willing to spend more on the services their clientele expect. 

Hotels

High-end hotels, such as Hyatt and Marriot, are a great source to market to. Their need to impress and outdo their competition makes them more likely to budget for interiorscape services. From my experience, if the hotel has a reputation to uphold, I would certainly recommend trying to gain their business. The biggest advantage we have is the fact that hotels need live plants to receive a five-star rating.

If the hotel has changed ownership or shows signs of financial struggle, like using housekeeping staff as gardeners, I would be very cautious. I once created an elaborate design for a hotel near our airport, featuring a beautiful indoor waterfall surrounded by tropical foliage. Excited about the prospect of transforming this space into a tropical oasis, I stopped by the hotel a month later to follow up, only to find the manager copied my design, bought the plants at Home Depot, and tasked his janitors with plant maintenance. I was furious, but that day taught me a valuable lesson.

High Rise and Office Parks

Mixed-use buildings that lease space are a reliable source for interiorscape services, as the presence of lush foliage in their lobbies attracts and maintains quality clients. Buildings designed with built-in atriums, especially those featuring large water features, almost always have a need for professional interiorscape services, particularly when aiming to attract big-name clients like law firms. During the recession, some of these high-end buildings did cut back on potted plants in secondary areas like elevator lobbies, but the main floor atriums always remained under contract for us to service.  

Voted Best Company to Work For

In my city, there’s a local business magazine that ranks the best companies for employees. Over my many years in the horticulture industry, I’ve discovered that some of the most reliable accounts were on this list. It made perfect sense—these businesses realized recruiting and retaining happy employees was key to their success. I also noticed most of their employees stayed until retirement. Nowadays, you’d be hard-pressed to find an employer that not only provides exceptional benefits and substantial bonuses but also budgets for catered lunches and team outings, while also investing in welcoming workspaces using real plants. Law firms, engineering, tech, and public relations agencies normally fall into this category. If your city has a list of the best companies to work for, pursuing those clients will be in your best interest.