We were lucky to catch up with Lori Hawkins recently and have shared our conversation below.
Lori, thanks for joining us, excited to have you contributing your stories and insights. Often the greatest growth and the biggest wins come right after a defeat. Other times the failure serves as a lesson that’s helpful later in your journey. We’d appreciate if you could open up about a time you’ve failed.
I selected this question because the ‘failure’ I thought I was living through actually turned into a win for my company. I was the landscape architect for a large design-build firm in the Piedmont Triad area of North Carolina. This was 2009 and the Great Recession was in full swing. The design team included 6 designers, including myself. I had the least seniority in the group. When the recession hit- layoffs began. When I was laid off, I was completely demoralized. I used this time, however, to learn a new skill, 3D design. At the time this was cutting edge and it paid off in the 7 months it took me to learn it. I then formed my own company and I never looked back. The new skills I learned helped me get an edge over my competitors and my business took off! In hindsight, I can truly say that the layoff was beneficial to me, because it took me out of my comfort zone and I learned new skills.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I have been a registered landscape architect since 1991. I was trained in my field at Penn State University and then worked for several large landscape architecture firms in the Washington DC area. I landed in the Piedmont Triad area of NC when my husband accepted a new job here. I formed Hawkins Landscape Architecture in 2009. I primarily design high-end residential landscape and hardscape projects. I also work in the commercial landscape sector.
I love hearing about how a customer wants to use their outdoor space and be able to re-create it in 3D to solve their problem. I have had customers tell me that they were amazed that I could ‘see into their head’ when designing their space. I think the ability to listen to a customer is of utmost importance. I am most proud to see my finished projects and see the customers using and enjoying their new space.
We’d love to hear the story of how you built up your social media audience?
I started my social media presence almost by accident. One of my customers was an Instagram Influencer and when she mentioned it, I didn’t even really know what it was! At that point, as I always do, I researched how to begin my own social media campaign for my company and did it. I now have almost 5K followers. My IG page @3Dlandscapearchitect showcases my current and past work with 3D images, videos, pictures of completed projects. I also showcase local plant material and share stories of projects.
What’s been the most effective strategy for growing your clientele?
My most effective method of growing my clientele is mostly from referrals. I also have a large social media presence and I have found that new customers find me that way as well.
Contact Info:
- Website: https://www.hawkinsla.com
- Instagram: @3Dlandscapearchitect
- Facebook: https://www.facebook.com/HawkinsLA2016/
- Linkedin: https://www.linkedin.com/in/hawkinsla/
Image Credits
All pictures were taken by Mike Micciche of Micciche Photography
https://www.mikemicciche.com/