Possibly my favorite thing about the landscaping industry is the people who work in it. In my 40 years in business, I’ve met so many kind people running or working in small businesses and so many people who were willing to help lift up the next person and help them with their business.
I originally started The Grow Group to foster a community where landscape professionals could gather to share ideas. We wanted to bring together people willing to share their expertise and help each other. Our events have grown to include even more companies and people in all roles who come together to try to get better and share their knowledge with others.
It’s why our headliner event, the GROW! Annual Conference, always includes a company tour as part of the event. In 2025, I’m so excited to take people to Columbus, Ohio, to see a company that’s not far from my own. We’ll visit Hidden Creek Landscaping, owned by Jason Cromley, and will learn from the talented team behind their incredible growth story. I’ve known Jason for years, and I’ve learned a lot from him.
Showing versus telling
Jason and his team do a phenomenal job of demonstrating their expertise and skill, not just talking about it. Their social media channels are full of examples of their work, and their facility exudes professionalism and craftsmanship, too. There’s consistency in their work and how they showcase it, making it memorable in their market.
This philosophy extends to their branding, too. As Jason pointed out during his interview on my podcast, “The Grow Show powered by Stihl,” branding can be a bit of a chicken-or-the-egg conundrum. You must have enough money to afford branding, but you also must have the presence that brands create to get more work. People seeing your trucks in their neighborhood is a huge driver of residential business, and not having recognizable branding on your trucks is a huge miss. But branding every truck costs money, too. It’s one of many necessary costs for landscaping businesses that want to grow.
Building relationships
The Hidden Creek team does a fantastic job of building relationships in their community and then turning those relationships into business for the team. They go out and make sales happen rather than waiting for the sales to come to them, and it’s been critical to their growth. This team does what it takes to get a customer to work with them, and Jason is quick to share his tricks of the trade.
If you do nothing, nothing happens
At GROW! 2024, we heard Jason tell us about building his company’s headquarters. He and his team took a chance, building a larger facility than they needed at the time and more than they could afford if they didn’t grow the business. It put them into a no-option position where they had to grow to keep the lights on, and it worked for them. Their facility has become a showcase where clients can see samples of their work, look at material options and make decisions about their projects.
This isn’t an approach I’d necessarily recommend as a business consultant, but Jason did one thing I think all entrepreneurs should do — he bet on himself. Investing in our own businesses is where we make the best return, so look for ways to bet on yourself, to do something, and you’ll move your business forward.
You can listen to my podcast interview with Jason to learn more about this impressive company. And to go all-in, join me in Columbus Feb. 24-26 for GROW! 2025. We’ll tour Hidden Creek Landscaping’s great facility, learn from their team in small-group sessions, and attend keynotes and breakout sessions. We have so many amazing opportunities to learn together in Columbus, and I hope to see you there!
For more information on GROW! 2025, click here.
