Business Barometer November 2011
Water Garden News regularly surveys pond and water garden companies about their business climate and sales trends. Respondents are granted anonymity. These responses came from a Nov. 30 survey.
 Remodel, Cleanup Keeps Us Busy
A full-service landscaper and pond builder in Knoxville, Tenn.
We are a tad busier now than last year this time. It’s been a lot of landscape remodel work and cleanups.
We’ve had a little new construction, and maintenance is steady. We have some new commercial and residential construction projects scheduled for the winter.
Landscaper Partnerships Help
A full-service pond and water garden installer in Metairie, La.
We are down about 10 percent this year because people still are tightening their belts. Ponds and water gardens are accessories, not necessities, so we’re one of the first things to go when money is tight.
We’ve done a lot more multi-faceted projects that include lighting, decking and pondless waterfalls. There are more complete projects instead of phase work. It’s about 85 residential projects.
About 80 percent of our leads come from referrals or word of mouth. I partnered with larger landscapers to provide them with the aquatic part of the installations. They’re not set up to do the aquatics. That’s been a good income-generating situation.
Local Products Fare Well
A full-service pond product retailer and statuary manufacturer in Orlando, Fla.
Business is about 20 percent better than last year. People are fixing up their homes and creating at-home resorts. Ornamental statuary is big, and our fountain cleaning service stays steady.
We manufacture concrete and pre-cast fountains. Because people want to buy local, most of our own statuary is selling best.
We sell some plants and fish, but I can’t tell you the last time we sold a pond.
We are doing more social media, such as Facebook, and we’re considering Google+. Most leads are drive-by or repeat customers and referrals from repeat clients. We’ve been around a long time, so that helps. The economy also helped weed-out cheap businesses that were not committed to the hobby.
Fall, Winter Products Selling
A pond product, koi and nursery retailer in Hereford, Ariz.
We normally slow down this time of year, but it’s a little better than last year. We’re still selling fall and winter products.
People are maintaining their ponds and some are extending liner to make their features larger.
Consults, Repairs Rule This Year
A pond product retailer and installer in Bakersfield, Calif.
Business is up about 10 to 15 percent this year. Installations have been steady, and we do new installs about once a month. Retrofits remain healthy.
Maintenance is a staple of our business, and consultations and repairs are big for us right now. More homeowners are coming in than contractors.
People are becoming more educated before they buy. They do the research and find the best products. More people come in to get knowledge before making purchases. About 50 percent buy from us versus those who go home and shop around for the best price.
Right now we’re selling maintenance items such as water quality products, nets and replacement brushes. Although more people are doing their own maintenance, many still want us to do it, especially in the cold weather. Our maintenance business has been steady and has grown in the last year.
We’ve redirected our marketing money by limiting the phone book ads and increasing our online presence with social networking ads and Google keywords. We offer seminars for DIYers and hold parade of ponds events.
We plan to open a new business about 100 miles south of us. By spring we’ll have a retail outlet and maintenance services there.
Upgrades, DIY Keep Fall Busy
A pond product retailer in Athens, Ala.
This fall is about 20 percent better than last year. Our area hasn’t been hit as hard by the economy and people might be relaxing a bit with their money.
There were more fall upgrades and DIY installations. We experienced more contractor activity as well. Maintenance was steady throughout the year.
Cannot Compete with eRetail
A pond product retailer and installer in Pocatello, Idaho
Business is down because we are competing with all the online retailers. It’s killing us. Some stores are buying mass and selling products cheaper online.
People are not spending extra money on their water features because of the economy. They maintain what they own, but they are not adding much. Things are slow.
We added classes last spring and some worked well. My goal is to keep our name out there so when the economy breaks customers come back. Facebook is the best venue working for us right now. We are getting a lot of hits from our Facebook page.
Disappearing waterfalls and other items that people don’t have to maintain are popular. We’re focusing more on jars and fountains.
It all goes back to personal service. Be kind and treat clients the way you want to be treated.
Unemployment Hurts Sales
A full-service pond product retailer and installer in Albany, Ore.
Business is flat compared to last year. Maintenance is our largest part and it’s a little lower this year as well. We’re suffering with the economy and experiencing high unemployment in our area.
We’ve changed our advertising by doing more venues, such as radio. We plan to attend more home and garden shows and advertise there this year.
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Business Barometer November 2011
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