By this point in the year, most of the heavy lifting is done. The installs are in the ground, the hardscapes are set, the crews are moving from full-throttle summer pace into fall cleanup and maintenance mode.
It’s also the moment most green industry businesses stop thinking about marketing entirely – which is exactly the mistake worth avoiding. The work you just finished is some of the best marketing material you’ll have all year, and fall is the ideal time to put it to use before it gets buried under next season’s to-do list.
Here are practical ways to market the projects you completed this year – and why it’s worth doing now, while the work is still fresh.
WHY THIS IS THE RIGHT TIME
There’s a natural instinct to think of marketing as a spring activity – something you do before the season starts, to drum up new business. But some of the most effective marketing happens after the work is done, not before it begins.
Finished projects have something a spring promotion never will: proof. A completed hardscape, a mature planting bed, a transformed property – these are the strongest sales tools your business owns, and right now is when they look their best. Waiting until next spring means working from memory, chasing down old photos, and losing the story behind the project.
WAYS TO MARKET YOUR COMPLETED PROJECTS
1. Photograph the Finished Work – Properly
A quick phone photo is better than nothing, but a few extra minutes makes a real difference. Shoot during golden hour (early morning or late afternoon) when natural light is softer and more flattering. Capture wide shots that show the full scope of the project, plus a few detail shots – stonework, plant combinations, lighting fixtures, anything that shows craftsmanship.
If a project involved a major transformation, don’t forget the before shot. Before-and-after pairs are some of the most engaging content in this industry, because they tell a complete story in a single image.
2. Write the Story Behind the Project
A photo shows what you built. A short write-up explains why it matters. What problem did the client come to you with? What choices did you make and why? What was the biggest challenge, and how did your team solve it?
This doesn’t need to be long. Three or four sentences turns a photo into a story – and stories are what get shared, saved, and remembered.
3. Use Client Testimonials (With Permission)
A satisfied client is one of the most credible voices your business has. A short quote – even just a sentence or two – adds authenticity that no amount of polished photography can replicate. Always ask permission before sharing a client’s name or property, but most happy clients are glad to help when asked.
4. Post Consistently, Not Just Once
One project can fuel more than one post. Consider spacing content out: the reveal photo one week, a detail shot the next, a short video walkthrough after that. This keeps your business visible in front of potential clients without requiring new projects every time you want to post.
5. Build a Project Portfolio
Whether it’s a dedicated page on your website, a printed lookbook, or a well-organized folder you can pull up on a phone during a client meeting, a portfolio of finished work does more to close new business than almost anything else. Prospective clients want to see what you’re capable of – not just hear you describe it.
6. Ask for Reviews While the Experience Is Fresh
The end of a project – right when the client is standing in their new outdoor space for the first time – is the best moment to ask for a review. Waiting weeks or months means the excitement fades and the ask feels like an afterthought. A short, genuine request right at project completion tends to get the best response.
7. Repurpose Content Across Platforms
A single project can become a social post, a website portfolio entry, a piece of a seasonal email newsletter, and even a slide in next year’s sales presentation. Don’t let strong project content live in only one place – it’s worth the extra ten minutes to put it to work in multiple channels.
A FEW THINGS TO KEEP IN MIND
- Always get client permission before posting photos of their property, especially for residential work.
- Be mindful of showing identifying details – house numbers, license plates, or anything that compromises a client’s privacy or security.
- Quality over quantity. A handful of well-composed photos beats a large batch of rushed ones.
- Consistency matters more than perfection. A simple, regular habit of documenting finished work will outperform an occasional highly-produced post.
WE WANT TO SEE WHAT YOU BUILT THIS YEAR
The construction and installation season is largely behind us, and that means it’s the perfect time to look back at what your team accomplished. What project are you proudest of this year? What worked exceptionally well? What’s something you learned along the way that other green industry professionals in West Virginia could benefit from hearing?
WVNLA wants to highlight the work our members and the broader green industry community completed this season. If you have a project you’d like to share – a standout install, a creative solution to a tricky site, a transformation you’re proud of – we’d love to feature it.
Send us your project. Include a few photos, a short description of the work, and anything you learned along the way that might help others in the field. We’ll be featuring select projects in upcoming posts and newsletters.
📧 Submit your project to WVNLA at wvnlassoc@gmail.com
Summer’s work is done. Let’s make sure it gets the spotlight it deserves.
WVNLA is committed to helping West Virginia’s green industry grow, connect, and share its story. For more information, visit wvnla.org or email wvnlassoc@gmail.com.
