We recently connected with Jennifer Crawford and have shared our conversation below.
Jennifer, thanks for taking the time to share your stories with us today Before we get into specifics, let’s talk about success more generally. What do you think it takes to be successful?
Success is not a one size fits all model. It should be tailored to each person’s aspirations, desired lifestyle and unique family context. Personally, success feels like waking up daily and enjoying the labor that supports my desired lifestyle and allows me to contribute financially to my household. It is also being able to enjoy the present moment- even on hard days. I am working on honoring the process and not singularly focusing on metrics and outcomes. I believe in enjoying the fruits of your labor and not allowing a hustle-at-all-cost mentality to take over. As I mature as a creative business owner, I want to achieve my definition of success on my own timeline. I believe that success always follows good work and treating others the way you would want to be treated.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers
I have always loved gardens and outdoor spaces. My father was a landscape designer and I helped my husband start his business, Brookside Landscape Design. Specifically I managed his social media, styled his projects for photo shoots and designed gardens for his projects. I loved it so much, I branched out- hence my business name Branch Out Landscape Design. I take on fewer projects and selectively work with clients who want full exterior space transformations. I also consult on landscape projects on an hourly basis or provide project management for the build phase of projects I have designed. I love incorporating decor and final styling elements for a turn-key approach to exterior design. I help busy professionals and families by working with contractors to ensure project success.
Executing designs and assisting clients with decision overwhelm while providing personalized service really sets me apart from larger firms that over-commit to multiple projects and have poor project managers. I am most proud of having wonderful relationships with clients at the end of projects. I am very interested in pursuing a landscape design project in Dorado, Puerto Rico where my parents now live and I grew up. I think it would be magical to go back to my roots and former home to have an opportunity to create an incredible landscape outside of Southern California.
Can you tell us about a time you’ve had to pivot?
At the end of last year I decided to pivot when I realized I was burnt-out. It was a difficult decision, but I decided to let go of all of my employees. I now operate the build phase of my design contracts using a different contracting team. The pressure to keep the build team working Monday-Saturday for the whole year was impacting the amount of projects and leads I had to accept. Not every design leads to a build and taking on enough design work to ensure my build funnel was consistent began to feel draining. I had to be honest with myself and realize that scaling and growth was not making me happier. For the first time in my career, I downsized so that I could re-evaluate and determine how I wanted to proceed. It is difficult to make pivots when you are in the midst of so many projects with timelines and stressors. Taking time off and reducing my work load is helping me reframe my work. It has allowed me to focus on some personal goals and be a support feature to my husband whose business has also grown in leaps and bounds. I am excited to see where this decision will lead me and my business.
What’s been the most effective strategy for growing your clientele?
The most effective strategy for growing my clientele has been to put my clients first. Providing exceptional service, delivering on timelines and helping solve problems leads to referrals and repeat business. I like to meet my clients where they are at and bring them into the decision making process when they want to be involved and tackle all decisions when they do not. Setting reasonable expectations and being transparent about all things concerning money and budget makes my clients happy. They can budget for renovations and not fear unexpected costs due to incorrect bids. Communicating regularly and throughout the project keeps clients informed and stress-free. My goal is to provide the level of service I expect and desire from service-providers. I am always analyzing other businesses to see what I can do to improve the process for my clients and add value.
Image Credits
Emma Almendarez and Shay Studios