The Landscaping Growth Script
Welcome to The Landscaping Growth Script is the authority on building your landscaping business with better leads, higher-value clients, and a year-round sales pipeline.Whether you’re in landscape design, landscaping, pool installation, outdoor kitchens, luxury patio furniture, landscape lighting, custom pergolas, outdoor media systems, or even copper gutter fabrication—this podcast is for you. Each week, Katy Doss, founder of Script Marketing, shares actionable, proven strategies for connecting with the wealthiest homeowner segment: affluent buyers.With 20+ years of marketing experience and deep expertise in the psychology of high-net-worth individuals, Katy and her team at Script—a full-service marketing firm specia...
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#115: You're Using AI Every Day. Are You Using It Well?
<p>71% of the landscaping owners we surveyed use AI every day. 86% aren't confident they're getting the most out of it. Using AI and using it well turn out to be two very different things.</p><p>In this episode, Katy Doss of Script Marketing shares what Script's AI survey of landscaping business owners revealed, and why most companies are stuck with AI living in the owner's browser tab instead of in the business.</p><p>You'll learn:</p>Why "Are you using AI?" is the wrong question, and what to measure insteadThe four stages of AI maturity, and how to...
#114: Inside Rossen Landscape: How an Integrator Builds the Systems Behind a Growing Landscaping Business
<p>Every landscaping business owner hits the same wall eventually: you can’t be the one designing every backyard and the one running payroll, scheduling, and accountability. Something has to give.</p><p>At Rossen Landscape, that something was Jason Navon — the CPA-turned-Integrator who spent the last 16 years building the systems behind the design/build company’s magazine-worthy outdoor spaces.</p><p>In this episode of The Landscaping Growth Script, Katy Doss continues her two-part series on Rossen Landscape with Integrator Jason Navon, picking up where her conversation with owner Jeff Rossen left off.</p><p></p><p>You’ll learn:<...
#113: Losing Control at $2.5 Million: What Jeff Rossen's EOS Journey Teaches Every Growing Landscaping Business
<p>Most landscaping business owners hit a wall somewhere around $2.5 million in revenue — and what they do next determines whether the company grows past it or stalls out. Jeff Rossen, owner of Rossen Landscape, hit that wall too. For him, it wasn't a marketing problem or a sales problem. It was a systems problem.</p><p>In this episode of The Landscaping Growth Script, Katy Doss talks with Jeff Rossen, owner of Rossen Landscape — a high-end residential design-build and maintenance company outside Washington, D.C. — about the moment he realized he couldn't run a growing landscaping business by himself, and how im...
#112: Turn Your Robotic Mowers Into a Marketing Machine
<p>Robotic mowers have quietly gone from novelty to competitive advantage. But most landscaping companies are only capturing half the value.</p><p>In this episode, Katy Doss breaks down how to turn a robotic mower from a quiet operational upgrade into an active marketing asset — one that builds visibility, leads, and content your competitors don't have.</p><p>You'll learn:</p><p>• Why branding your mower turns it into a rolling advertisement</p><p>• How naming each unit makes it memorable (and talked about)</p><p>• A simple way to turn curious neighbors into real leads</p><p>• Why trading ca...
#111: The Last Five Percent: What a Botanical Garden Director Knows About Designing Landscapes That Matter
<p>A $200 pressure-washing job and a $20 million conservatory have more in common than you'd think. According to this week's guest, neither one succeeds or fails based on budget. Both come down to the same five percent.</p><p>In this episode, Katy sits down with Morgan Pendergrass, Director of the Donald E. Davis Arboretum at Auburn University, whose career has spanned residential design, a stint working on the Disney Aulani Resort in Hawaii, and now nearly a decade running a 16-acre botanical garden. It's a conversation packed with design lessons that apply directly to how you run your business — and yo...
#110: You Can't Be What You Can't See: Claire Goldman on Leading with Empathy in Landscaping
<p>Only 8% of the landscaping workforce is women. Claire Goldman built a career, then a company, right in the middle of that gap. She's been the only woman in the room more times than she can count, been read as “the emotional female” on job sites, and had to learn how to lead a team without losing herself in the process.</p><p></p><p>This week, Katy sits down with Claire Goldman, owner and principal of R&R Landscaping in Auburn, Alabama, for a conversation about confidence, empathy, and building a business you don't have to apologize for.</p><p><...
#109: Built On Purpose: The Systems Behind CMS Landscape's Growth
<p>Most landscaping businesses start with a lawnmower and a dream. Very few sit down and actually design the company they end up running. CMS Landscape did — and it changed everything.</p><p>In this episode, Katy sits down with Brian and Josh Mark of CMS Landscape, a high-end residential company on Cape Cod that their father, Chris, started in 1973. Brian and Josh get real about the exact moments that took CMS from a truck-and-a-mower operation to a 50-plus-person company.</p><p>You'll learn:</p>Why Brian had to step out of the field entirely to move the business forward — and...
#108: Why September Is the Right Time to Start Marketing Holiday Lighting
<p>If you offer holiday lighting, and you're not marketing it until November, you're already behind. Not because you're lazy — because by November, your ideal clients have already started forming an opinion about who they're calling, and your install calendar is trying to fill up in the shortest window of the year.</p><p>In this episode, Katy Doss breaks down why September — not November — is the smart time to start priming holiday lighting demand, and exactly how to do it without feeling like you're rushing the season.</p><p>You'll learn:</p><p>• Why "early November" feels ahead of the game...
#107: Why You Really Lost That Bid (And How to Actually Find Out)
<p>You lost the job. The client went quiet, or sent a polite two-line email, and that was that.</p><p>So what do you actually know about why? Probably nothing — just a guess you've told yourself so you can stop thinking about it.</p><p>In this episode, Katy Doss breaks down how to actually diagnose why you're losing bids, instead of blaming the client or assuming it was all about price.</p><p>You'll learn:</p>Why asking “why didn't you choose us” almost always backfiresThe right way to follow up on a brush-off answer so you get a real...
#106: Getting the Most Out of Your Email List
<p>Your email list is sitting right there in your CRM. Barely used. Mostly forgotten. And it might be the one piece of your marketing that nobody else can take away from you.</p><p>In this episode, Katy Doss breaks down how to actually get the most out of it — from segmentation to growth to what your open and click rates are really telling you.</p><p>You'll learn:</p><p>• Why your email list is one of the only marketing channels you actually own</p><p>• How to segment your list so every email feels relevant — including by project...
