Growing your landscaping business takes different forms. Sometimes, it’s having a streamlined workflow for operations like estimating, invoicing, scheduling, and reporting. 

Other times, it’s putting the business on marketing channels like Instagram to increase visibility, get leads, and close sales contracts.

Social media platforms give homeowners and property managers a chance to see your work, ask questions, and interact with your business. Over time, those interactions help turn followers into potential customers. 

But how do you use this channel effectively? 

Do you just create an Instagram account and start posting? What kind of content do you even post? Should you produce videos or design graphics? 

Whether you’re just starting a lawn business or have been using Instagram to market your landscape services with little success, this guide is written for you.

It will cover:

• Content types that work for landscaping businesses on Instagram

• How to create an effective marketing strategy

• Mistakes to avoid when marketing on Instagram

• How this social channel helps you generate leads   

What is Instagram marketing for landscapers?

Instagram marketing for landscape companies is the strategic use of Instagram content, such as before-and-after project photos, short-form videos, geotagged posts, and direct messaging, to attract local homeowners, generate landscaping leads, and build brand visibility.

Why should landscape companies use Instagram?

You need Instagram because it gives potential clients a behind-the-scenes look at your landscaping business. It lets you showcase your work, highlight what makes your company different, and build stronger relationships with people in a way that’s difficult to do on other platforms. 

Here are other reasons why Instagram marketing is crucial for landscapers:

• Your clients are already there: Many of your customers, such as homeowners or property managers, already scroll through Instagram. 

Posting content on Instagram where they spend time isn’t just smart positioning; it makes them familiar with your landscaping business. And when it’s time for a lawn care project, you just might be their first call.

• Landscaping is a visual business: Landscaping projects improve the aesthetics of a property. You transform it from the way it was before into lush lawns, clean hardscapes, and blooming gardens. 

And Instagram is built for this kind of content. When people see your work on the platform, the project sells itself to prospects. 

• Helps with local targeting: On Instagram, you can geotag posts, use local hashtags, and create location-based content to help people find your service in the area.

• It’s low-cost and supports virality: Getting started with Instagram is free. You can post and generate leads organically without spending a dime. 

With the right strategy, creativity, and consistency, your content can go viral and get people talking about you. 

It’s what happened with Applewood Landscaping on Instagram, where their post featuring crew member Puma went viral. Now, their posts bring in thousands of views, increasing their visibility.

How does Instagram generate landscaping leads?

When you create an Instagram account, you can structure your profile like a catchy sales page with a clear description of your services, location, and a link to a quote request form or contact page.

That’s one touchpoint where interested visitors can learn more about your services and take action.

Another touchpoint is Instagram DMs, where homeowners can reach out informally and ask questions about your services.

Leads also come through the different content you post on Instagram. You can create videos, carousels, or catchy graphics about lawn renovation to get the business in front of thousands of local homeowners with zero ad spend. If it’s a service they’re interested in, they visit your profile and request a quote or send a DM.

Here’s the flow: Engaging content > interaction > engagement via profile links, DMs, or booking forms.

The point is that Instagram marketing generates landscaping leads through a 4-step process:

• Visual proof of work (before-and-after projects)

• Engagement triggers (questions, polls, educational captions)

• Profile optimization (clear services + service area + link to quote form)

• Direct response channels (DMs, booking links, contact forms)

The businesses that see real results are the ones that set up each of these touchpoints intentionally rather than just posting and hoping.

What content works for landscaping on Instagram?

As a landscaping business, not every content type works on Instagram. You need visuals that show off your work and keep people engaged, such as before-and-after project transformations, project walkthrough videos, testimonials, and landscaping tips. 

Here’s an overview of content types that do just that:

1. Before-and-after content

These can be photos, GIFs, or videos that show what a client’s landscape looked like before and after you were done. It’s important for landscaping businesses because it provides visual proof of results to prospects by showing real outcomes, not promises.

This builds trust and credibility because instead of saying “we’re efficient landscapers,” you bring proof.

An example is this post from Oasis Turf California. 

They show what their client’s backyard looked like before and after the team finished the project. The team even threw in a progress photo to help prospects imagine their transformation. 

2. Project walkthroughs

You can make videos, slideshows (carousels), or graphics narrating how a landscaping project was executed from start to finish. It can be a general overview of what was done and not a detailed step-by-step outline of the whole process.

Why does your landscaping business need this content type?

Walkthroughs show your expertise and assure customers you can handle complex landscaping projects.

That’s what Alex from Landscaping Experts Inc. did in this Instagram post:  

 He explains how the team replaces patios and walkways to ensure they last a lifetime. In the video, you can see short snippets of projects in the background as he speaks.

3. Client testimonials

Instagram is a powerhouse for social proof. As a user yourself, you’ve probably made purchase decisions based on something you saw on Instagram.

Creating posts (videos, images, or graphics) that describe a client’s experience working with your landscaping company signals to prospects that doing business with you is a good idea. After all, homeowners or property owners like them have had good things to say about you.

Applewood Landscaping in California leverages this content type in different ways. In one post, they interview a client and ask whether they would recommend the company and why.  

 The client’s response was quite positive, which is useful for prospects considering hiring the company. You can follow their footsteps and get client reviews as part of your content strategy.

4. Meet the team

Sometimes, Instagram posts can be as simple as introducing or appreciating your field crew. Who has gone above and beyond for clients? Who has shown up on time consistently? Who has been a team leader and improved morale?

You can create a post thanking them for their efforts (with their permission, of course). 

You can post a photo or video of them working. Or do a short interview where you ask about their experience working at the company and their motivations.

 Applewood Landscaping did a simple photo post of a new employee, and it still got them some good engagement.

In addition, here are other effective content types you can use for landscaping:

• Landscaping tips

• Behind the scenes

• Lawn care mistakes homeowners must avoid 

• Landscape ideas for different home types

How do Instagram ads help landscapers?

Besides posting content on your profile, Instagram lets businesses run ads. With this option, you can place content in front of people interested in working with a landscaping service. This helps you reach local clients, keep your brand top-of-mind, and generate leads. 

Instead of just sharing on your profile, the content is shown to a broad range of users who aren’t following the business. 

You can decide where the content appears (Stories, Feed, or Explore), who sees it, and which specific zip codes it’s shown to. 

Compared to other forms of paid advertising, you have full control over the budget and can set a daily or lifetime spend limit so you don’t go overboard. This makes ads accessible for even small landscaping businesses with tight budgets. 

Every ad can include a CTA button (Get a Quote, Call Now, or Learn More), making it easier for prospects to take immediate action. In fact, with a lead generation ad, users can even submit their contact information, which helps you secure leads faster.

Plus, Instagram ads support retargeting, which allows you to show ads to people who’ve visited your site or interacted with your profile but didn’t reach out. They’re called warm leads who’ve shown interest in the past and are more likely to convert than the average person. 

And because landscaping is seasonal, you can time when ads go live and the type of content used based on services for the season. For instance, you can run spring cleanup ads in spring and lawn maintenance and turf installation ads in summer. This way, your ads will feel relevant and more targeted.

What is an Instagram strategy for landscapers?

According to Shravya Peddigari, general manager at SavATree, the key ingredients for a successful social media presence include consistent posting, telling authentic stories, strategically amplifying posts, building an engaged community, and making data-driven decisions.

But how do you set your landscaping company up for success like Peddigari suggests?

First, create a new spreadsheet or Google Docs page and note the steps below:

1. Define your business goals and target audience

Think about what success means for your business on Instagram. Do you want it to help generate leads? Increase awareness? Improve client retention?

Then, tie the goal to a measurable outcome. For example, if lead generation is the goal, an outcome should be quote requests.

Next, clarify who your ideal client is: local homeowners, HOAs, or property managers. Where are they located? Define the property type (residential vs. commercial), the budget range, and the service needs.

2. Decide on content pillars

Based on your business goals, choose content that can help you build trust with the audience, engage them, and keep you top-of-mind.

Here are some ideas:

• Visual transformations: Content that shows a yard or landscape transformation in carousels or Reels should be a good way to display your expertise.

• Crew culture: Humanize your brand by sharing photos and videos of the team. You can use these as appreciation posts or to celebrate certain anniversaries.

• Behind the scenes (BTS): Share videos of your crew mowing, edging, or doing installations to build trust and demonstrate expertise.

• Educational tips: Discuss maintenance ideas to help homeowners or property managers care for their lawns during different seasons.

• Client spotlights: Share testimonials in photo or video format of clients enjoying the completed project and their feedback.

3. Create a calendar

To crush your Instagram marketing campaign, you need to be consistent. And a calendar can help you to be diligent with your posts.

Here’s what this could look like:

A content calendar helps you plan posts ahead of time to ensure you keep that momentum.

Peddigari suggests posting at least three times a week. But you can make it four posts a week to increase your reach.

4. Post and track metrics

Start posting when you’re done with the calendar. It doesn’t have to be perfect. You can improve with time, but don’t wait for a perfectly edited video or a GoPro to record clips before you start.

And after you begin posting, review the metrics to see what’s gaining engagement with the audience and what’s not working. 

Focus on the content type with the most engagement to build your audience base and increase visibility. When you have much better traction, you can pivot to other content types.

How can commercial landscapers use Instagram?

While Instagram is effective for both residential and commercial landscapers, they use it differently.

Residential landscaping focuses on using emotional and visual content (like before-and-after photos, curb transformations, or testimonials) to appeal to clients. 

Commercial landscapers, on the other hand, use Instagram as a credibility channel to showcase large-scale projects, consistent maintenance, safety standards, and long-term contracts. The goal is to build authority and reliability.

Here’s how commercial landscapers can use this channel:

• Showcase the scale of landscaping projects: You can use Instagram to show aerial drone shots, wide-angle videos, before-and-after videos, or time-lapse videos of large installations. This lets you highlight your business’s ability to handle landscaping projects in ways residential companies can’t.

• Raise awareness: A well-maintained profile that reflects expertise signals credibility to property managers, HOA board members, or business owners. It helps position your business as professional and established, so when a decision-maker reaches out, you’ve already been vetted.

• Complement a broader marketing campaign: Instagram helps you build authority, connection, and a digital community. Pair that with other marketing strategies, and you come off as authentic and reliable to commercial prospects still vetting your landscaping business.

How do landscapers grow Instagram followers?

Growing your Instagram page involves using a combination of some or all of the tips listed below:

• Leverage storytelling hooks: Instagram users consume hundreds, if not thousands, of pieces of content daily. As such, you have a few seconds to grab people’s attention and get them to engage with the content. The best way to do that?

Use storytelling hooks, such as: 

• “Watch this lawn go from ‘meh’ to wow” for before-and-after posts.

• “Why is nobody talking about…” to show expertise and give your audience exclusive information.

• “Here’s the thing about…” communicates industry experience and authority.

• “Get ready with the team as we go on ‘X’ project” humanizes the brand and builds connection.

• X ways to prepare your lawn for winter.

• “Here’s why your patio is…” delivers free value.

• Use trending audio: These are sounds or music that are already popular on the platform. Using them in your post can increase discoverability.

• Collaborate with industry leaders: Working with popular landscapers on Instagram can grow your account and increase the brand’s visibility. Collaborating with them on a post will show it to both your audiences and boost the brand’s reach. 

They don’t even have to be landscapers; they could be home remodeling, real estate, or luxury influencers. Just make sure you choose an influencer who appeals to your audience.

• Geotag posts: Instagram lets you mark your posts with a specific location, making the landscaping business visible to prospects in specific neighborhoods. With this feature, your content appears in the "Explore" tab for people searching in that area. This can improve engagement and provide visual proof that you’re active and known in the community.

• Provide value or entertainment: Ensure every post you make can leave people informed, entertained, or intrigued. Whether through videos, carousels, Stories, photos, or captions, make them feel something when they see the post.

You can do this through storytelling, where every post is literally art, or by producing quality visuals with good lighting, clear focus, and aerial views.

• Use relevant hashtags: Find trending hashtags in your region and include them in posts. To increase reach, mix trending hashtags with landscaping-related and geo-specific hashtags.

• Include strong CTAs in your posts: Try to close out each post with an action the audience can take. Some ideas include ‘Follow for more landscaping transformation,’ ‘Click the link in bio for our free maintenance tip guides for new homeowners,’ or ‘DM for a free quote.’

What mistakes should landscapers avoid on Instagram?

While Instagram is a great platform for awareness, lead generation, and even sales, you need to use it correctly to get leads and customers. And that means avoiding mistakes, such as the following:

• Inconsistent posting: If you have the habit of posting a few times and then ghosting for weeks, that’s a recipe for failure. It kills momentum and signals to clients the business isn’t active. It also makes clients question your professionalism, so you need to avoid that. If you’re in, keep at it by posting three to four times weekly.

• Only posting promotions: When all your Instagram posts are centered on “hire us today” or “work with the best landscaping crew in Oregon,” you’re indirectly telling prospects the business is in desperate need of clients. It shows there are no ongoing projects and that you don’t have much experience. Clients who come across your page won’t be eager to contact you.

• Skipping local signals: Posts without geotags, local hashtags, or geo-targeted content are less likely to show up in the Feeds of local clients.

• Ignoring comments and DMs: Engagement on Instagram signals to the algorithm that it should reward valuable content. Posts with high engagement get recommended to a wider audience and have more reach. Ignoring comments and DMs could lead to lower engagement. Plus, responding in the comment section or in a private message could just be where conversion happens.

How does Instagram compare to TikTok for landscaping marketing?

The main difference between Instagram and TikTok is intent and content format. 

Instagram supports creating and sharing different content formats, from photos to carousels, videos, GIFs, and graphics. It’s stronger for local trust, portfolio-style content, and lead generation. 

TikTok, on the other hand, mainly supports videos (short-form and long-form). It excels at brand awareness and viral reach through videos.

When should landscapers hire marketing help?

Running an Instagram account can be challenging as a landscaper, especially because of the multiple clients and tedious projects you need to manage.

If you’ve done everything possible to advertise your landscaping service and aren’t seeing the results you want, it may be time to hire an expert or agency.

Consider getting help when:

• The business is stagnant, and there are no new leads in the pipeline.

• You don’t have time to create and post content consistently and need predictable, trackable lead generation.

• Content quality doesn’t reflect the quality of the work.

• You need to scale the business.

• You’ve been posting randomly without a content plan, clear goals, or tracking what’s working. 

• Posting consistently isn't translating into more followers, engagement, or leads after a reasonable period.

• Ad spend isn’t converting into calls or quote requests.

Now, should you hire a freelancer, work with an agency, or hire an in-house marketer?

Fractional or freelance marketers are the most affordable option and work well for startup landscaping businesses that need help with content strategy, creation, or basic posting.

Agencies are the most expensive option, but that’s because they offer a full strategic package, making them better suited for businesses ready to invest seriously in growth.

An in-house social media specialist makes sense when the marketing workload is a lot, and you’re exploring multiple social media platforms.

How can Aspire support Instagram marketing for landscape companies?

Instagram can help you attract potential customers, but generating interest is only the first step. You also need a way to manage inquiries, follow up with prospects, and turn those opportunities into landscaping jobs.

Aspire's Landscaping Business Software doesn't manage your Instagram content or advertising, but it helps you handle the business operations that follow lead generation.

With Aspire, you can:

• Manage leads and customer relationships. Keep prospect information organized in a CRM, track sales opportunities, and manage bids and proposals.

• Streamline estimating and scheduling. Create consistent estimates, schedule jobs, and coordinate crews as new projects come in.

• Manage ongoing operations. Track job costs, handle invoicing, and monitor business performance from one platform.

For additional marketing capabilities, Aspire’s Marketing Pro helps you reach prospects and existing customers beyond Instagram. This add-on uses customer and property data to build targeted audiences, automate email campaigns, and send SMS and direct mail campaigns. You can also track campaign performance and revenue attribution.

Instagram helps your landscaping business get noticed. Aspire helps you manage the opportunities and customer relationships that follow.

Schedule a demo to see how Aspire can support your landscaping business.