Charging for the Sales/Design Process: A Smarter Approach for Landscape Contractors

by Eric R. McQuiston, PLA

The Landscape Sales and Design Process should be fundamental to your business.

In residential landscape design/build, there’s a hidden cost that every contractor knows too well—the time and effort spent in the sales, design, and estimating process. It’s not unusual to spend hours meeting with clients, walking properties, sketching ideas, and refining estimates, only to have the project fall through. Those lost hours represent real overhead, and over time, they can take a toll on your bottom line.

The question, of course, is how to recover those costs legally and professionally while maintaining a strong, client-friendly image.

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The Legal Limitation

In most states, a contractor cannot charge for landscape design unless that design is prepared or overseen by a licensed landscape architect. That leaves many contractors in a difficult position—especially those who rely on conceptual sketches and layouts as part of their sales process. The solution isn’t to skirt the law, but rather to redefine what you’re actually offering.

What you’re providing at that early stage isn’t a formal design—it’s professional consultation, concept development, and project planning.

And that’s worth something.

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Positioning the Fee

There are several ways to structure this fee in a way that is transparent, professional, and well-received by clients.

1. Consultation or Site Analysis Fee

Call it a “Site Consultation,” “Concept Review,” or “Property Evaluation.” This fee covers your time to meet, listen, assess, and offer guidance. You might include a written summary or rough concept, but make it clear that the intent is advisory, not design.

Typical range: $150–$500

Tip: Credit the fee toward the installation if the client moves forward—this turns it into an investment rather than an expense.

2. Planning Retainer or Development Deposit

This is often the most effective approach. A Planning Retainer or Design Development Deposit secures the contractor’s time for measurements, layout work, and detailed estimating. It also signals that the client is serious about moving forward.

Typical range: $500–$1,000 (credited to the project upon approval)

3. Tiered Discovery Packages

Some firms offer tiered packages that match the client’s needs and budget.

• Tier 1: On-site consultation and written summary – $250

• Tier 2: Consultation + conceptual layout – $500

• Tier 3: Consultation + digital layout and estimate – $750–$1,000

Each tier communicates professionalism and choice, helping clients feel empowered while protecting your time.

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Why This Matters

Charging a consultation or planning fee isn’t about squeezing more from the client—it’s about valuing your expertise. Every hour spent developing an estimate or sketch is an hour not spent producing income in the field. By recovering part of that cost, you’re not only improving your margins—you’re building a more sustainable business model.

It’s also an effective client-qualification tool. Homeowners who are serious about their project will have no issue paying a reasonable consultation or planning fee. Those who balk were likely to waste your time anyway. This simple filter saves countless hours in unproductive meetings and gives you more time to focus on qualified, paying clients.

And finally, presenting this fee professionally elevates your image. It communicates that you run a legitimate business built on expertise, not free estimates and hand-drawn giveaways. Clients respect what you respect—and when you value your time, they tend to do the same.

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Integrating It Into Your Process

If you haven’t done so already, make this fee part of your standard operating procedure.

1. Explain the value upfront—that this service helps them make informed decisions.

2. Include it in your marketing materials so it feels standard, not optional.

3. Credit it toward the project to keep the conversation positive.

A clear, written explanation builds trust and reduces confusion.

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Looking Ahead

In upcoming articles, I’ll dive deeper into two related topics:

• Developing a Sales/Design Process that converts inquiries into contracts more efficiently, and

• Creating Marketing Materials that communicate your professionalism and help clients understand the value of your services.

Both of these are essential to building a profitable and professional design/build operation that respects your time and your craft.

~Eric