A couple of weeks ago on The Grow Show, I had the chance to talk with Keith Bowman from McHale Landscape Design about how they've built their reputation in the ultra-competitive DC metro market. These folks are working with some seriously high-end clients. The kind of people who measure value over dollars and expect everything to be perfect. 

It wasn't always this refined for them. Like most of us, they started smaller and had to figure out how to scale their service approach as they grew to 375 employees and $46 million in revenue. But here's what caught my attention: they've managed to maintain that personal touch even at their size. 

Keith shared something that really stuck with me:  

"We want to be the first call." When a client needs their driveway sealed or their windows cleaned (things McHale doesn't actually do), they still want to be the person that client calls. Sometimes they'll subcontract it out, sometimes they'll refer to someone they trust, but they never just say "nope, we don't do that." 

Here's how they make this work, and why I think it's smart: 

They Build Real Relationships  

Keith told me he's worked with some of the same clients for his entire 23-year career. That's not by accident. Each of their salespeople operates almost like they have their own little business within the bigger company. They design it, sell it, and then manage the production. When Mrs. Smith calls, she's calling her salesperson directly and not a call center. 

They Know Their Lane but Stay Helpful  

Here's the thing that impressed me: they're not trying to be everything to everyone, but they're also not leaving their clients hanging. As Keith put it, business 101 says you don't want to do too many things because it takes away from what you're really good at. But you also don't want to lose clients because you can't help them when they need it. 

They Invest in Being Versatile  

What allows them to take on the complex projects they're known for is having horticulturists, masons, carpenters, and designers all working together. They can build what their designers imagine because they've invested in having the right people in-house. 

Here's What This Means for Us  

You don't have to be working on million-dollar estates to apply this thinking. The principle is the same whether you're maintaining a small commercial property or a residential landscape: when it's important to them, it should be important to you. 

That might mean helping a client figure out who to call for irrigation repair, even if you don't do that work. Or it might mean being the person who notices that the driveway needs attention during your maintenance visit and figuring out what else you can help them with. 

The key is being genuine about it. Keith made it clear they're not trying to upsell everything; they're trying to take care of people. And that approach has built them long-term relationships that turn into referrals, which turn into more long-term relationships. This is how you build a strong brand identity. 

If you've been thinking about how to provide better service without necessarily adding overhead, start with this: be the first call. When your ideal clients have a problem, make sure they think of you first, even if it's not something you can solve directly. 

If you'd like to see how McHale puts this philosophy into practice across their entire operation, join us for our field trip to their headquarters on September 23-24. You'll get to meet Keith and his team, see their award-winning work, and learn directly from people who've figured out how to deliver exceptional service at scale. 

Marty Grunder
Founder & CEO
The Grow Group & Grunder Landscaping Co.