Garden-​Supply Marketers to Appeal to Homeowners and Home Sellers

As spring approaches, consumers will be driving to garden centers and other retailers of outside equipment and supplies. One specific consumer group, homeowners, might be fixing up their lawns and gardens to improve their prospects of a real estate sale while others are just enjoying the renewed interest in gardening. Either way, marketers of lawn and garden products can appeal to consumers in a variety of ways to increase revenue.

According to a new Husqvarna report, homeowners who  spend time and money to upgrade their landscaping can realize a $1.80 gain for every dollar spent when it’s time to sell the property.  Husqvarna analysts say that, on average, a well-​landscaped home could bring in an additional $39,000 when sold. Further, the study found that realtors say a neglected garden can result in a home price drop of between 8–10%.

In studying this topic, the company uncovered consumer feelings about their landscaping:

  • Average spending on yard annually: $400 (by 65% of consumers)
  • Per capita spending on gardening supplies and equipment: $164
  • Women interested in landscaping: 50%
  • Men interested in landscaping: 33%
  • Someone else in the neighborhood has a nicer lawn: 72%

The top tools homeowners covet with respect to landscaping include in-​ground irrigation, zero-​turn mowers, and robotic mowers.

Marketers can also boost sales of products to homeowners and renters by appealing to most popular gardening trends:

  • Organic gardening – Giving consumers access to less expensive but healthy fruit and vegetables
  • Feel–good gardening  – Giving consumers access to a space that provides a soothing experience
  • Recreating wilderness – Giving consumers access to wildflowers and freeing them from the constraints of traditional gardens and boundaries

Marketers can succeed by using both traditional and online media formats. Lately, more consumers have shown interest in reading blogs of local amateur gardeners. Marketers can also appeal to urban consumers who are interested in container gardening. Either way, the upcoming garden season is a fresh opportunity for retailers to grow market share.

[Source: Global GardenReport 2010 and 2011. Husqvarna​.com. 2010 and 2011. Web. 8 Mar. 2011; Money does Grow on Trees. Husqvarna​.com. 1 Mar. 2011. Web. 9 Mar. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.