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The Affluent Buyer Script: Daily Summaries Delivered
by Script Marketing
Welcome to The Affluent Buyer Script, the go-to podcast for owners of high-end outdoor product and service businesses ready to attract affluent homeowners and turn leads into luxury-level sales.Whether you’re in landscape design, landscaping, pool installation, outdoor kitchens, luxury patio furniture, landscape lighting, custom pergolas, outdoor media systems, or even copper gutter fabrication—this podcast is for you. Each week, Katy Doss, founder of Script Marketing, shares actionable, proven strategies for connecting with the wealthiest homeowner segment: affluent buyers.With 20+ years of marketing experience and deep expertise in the psychology of high-net-worth individuals, Katy and her team at Script—a full-service marketing firm specializing in luxury outdoor brands—unpack the tips, tactics, and tools that are working right now to grow visibility, credibility, and revenue.You won’t find fluff here. Just real, ready-to-use strategies that help you:- Attract high-income client
Latest Episodes
The most recent episodes — sign up to get AI-powered summaries of each one.
- 6 days ago28 min
#111: The Last Five Percent: What a Botanical Garden Director Knows About Designing Landscapes That Matter
A $200 pressure-washing job and a $20 million conservatory have more in common than you'd think. According to this week's guest, neither one succeeds or fails based on budget. Both come down to the same five percent.In this episode, Katy sits down with Morgan Pendergrass, Director of the Donald E. Davis Arboretum at Auburn University, whose career has spanned residential design, a stint working on the Disney Aulani Resort in Hawaii, and now nearly a decade running a 16-acre botanical garden. It's a conversation packed with design lessons that apply directly to how you run your business — and your crews.You'll learn:Why great landscape design means designing for twenty years from now, not twenty days from nowThe concept of "desire paths" — and why letting clients show you where they want to go beats designing what you assume they wantWhy the "last five percent" of a project is what clients actually remember, regardless of budgetWhat makes a landscape feel meaningful instead of just decorativeWhy ecological design isn't just a trend — it's what separates a living landscape from an expensive water sinkHow landscaping trends move like fashion, and why today's knockout roses are tomorrow's punchlineIf you've ever wondered why one project leaves a client thrilled and another leaves them lukewarm despite similar quality — this episode has your answer.
- 1 weeks ago48 min
#110: You Can't Be What You Can't See: Claire Goldman on Leading with Empathy in Landscaping
Only 8% of the landscaping workforce is women. Claire Goldman built a career, then a company, right in the middle of that gap. She's been the only woman in the room more times than she can count, been read as “the emotional female” on job sites, and had to learn how to lead a team without losing herself in the process.This week, Katy sits down with Claire Goldman, owner and principal of R&R Landscaping in Auburn, Alabama, for a conversation about confidence, empathy, and building a business you don't have to apologize for.You'll learn:Why the pushback Claire felt as a woman in the industry came from builders, not homeowners, and how she stopped shrinking to fit the roomThe real numbers behind women in landscaping (spoiler: nowhere close to 47%), and why Claire keeps showing up for it anywayHow R&R's biweekly one-on-ones and internal “TROAD” values system keep accountability human instead of scaryWhat it actually felt like for Claire to go from lead designer to CEO, and why she calls it an identity crisis, not a promotionHow she and her husband Charlie run a business and a marriage without either one swallowing the otherThe one piece of advice Claire says shaped her more than anything else she's ever heardIf you've ever felt like you had to prove yourself before anyone would take you seriously, this one's for you.
- 2 weeks ago34 min
#109: Built On Purpose: The Systems Behind CMS Landscape's Growth
Most landscaping businesses start with a lawnmower and a dream. Very few sit down and actually design the company they end up running. CMS Landscape did — and it changed everything.In this episode, Katy sits down with Brian and Josh Mark of CMS Landscape, a high-end residential company on Cape Cod that their father, Chris, started in 1973. Brian and Josh get real about the exact moments that took CMS from a truck-and-a-mower operation to a 50-plus-person company.You'll learn:Why Brian had to step out of the field entirely to move the business forward — and how hard that transition actually wasThe org chart question from their business coach that neither of them could answer at firstHow moving from "check the checkbook in December" to weekly forecasting changed the way they run the businessWhy their best hiring decisions came from defining the seat before they went looking for the personHow CMS built a "sandbox" culture that lets their team pitch and test new ideas — including a five-year robotics initiative that started with one team member's ideaWhy, after all the systems and technology, communication is still what Brian credits for 70 percent of client happinessIf you've ever felt like your business is running you instead of the other way around, this conversation will hit close to home.
- 3 weeks ago21 min
#108: Why September Is the Right Time to Start Marketing Holiday Lighting
If you offer holiday lighting, and you're not marketing it until November, you're already behind. Not because you're lazy — because by November, your ideal clients have already started forming an opinion about who they're calling, and your install calendar is trying to fill up in the shortest window of the year.In this episode, Katy Doss breaks down why September — not November — is the smart time to start priming holiday lighting demand, and exactly how to do it without feeling like you're rushing the season.You'll learn:• Why "early November" feels ahead of the game but actually isn't• A simple mid-September through December marketing timeline you can follow starting now• How to package your lighting services into three tiers — and why the middle option gets chosen almost every time• What to collect this holiday season (photos, video, testimonials) to make next year's marketing effortless• A simple system to make sure content collection actually happens on every jobIf holiday lighting is part of your business, this episode will change how — and when — you market it.Download the free Holiday Lighting Marketing Playbook at scriptmarketingco.com/resources.
- Aug 18, 202625 min
#107: Why You Really Lost That Bid (And How to Actually Find Out)
You lost the job. The client went quiet, or sent a polite two-line email, and that was that.So what do you actually know about why? Probably nothing — just a guess you've told yourself so you can stop thinking about it.In this episode, Katy Doss breaks down how to actually diagnose why you're losing bids, instead of blaming the client or assuming it was all about price.You'll learn:Why asking “why didn't you choose us” almost always backfiresThe right way to follow up on a brush-off answer so you get a real responseWhat to do when a client ghosts you completely (and why chasing them won't help)How to run an internal audit of your own sales process — from discovery questions to proposal qualityWhy recording your sales calls might be the single most useful habit you're not usingHow to build a simple system for tracking lost bids so you spot real patternsIf you've ever lost a job and thought “I have no idea what happened there,” this episode gives you an actual way to find out.Grab the free Lost Job Diagnostic Guide at scriptmarketingco.com/resources.
- Aug 11, 202619 min
#106: Getting the Most Out of Your Email List
Your email list is sitting right there in your CRM. Barely used. Mostly forgotten. And it might be the one piece of your marketing that nobody else can take away from you.In this episode, Katy Doss breaks down how to actually get the most out of it — from segmentation to growth to what your open and click rates are really telling you.You'll learn:• Why your email list is one of the only marketing channels you actually own• How to segment your list so every email feels relevant — including by project type if you're a design-build company• Three ways to grow your list on purpose, not by accident• What your open and click rates are actually telling you• What to do with that data so it turns into real follow-up and revenueIf your list has been an afterthought, this episode will change that.Download the free Email List Growth & Segmentation Toolkit at scriptmarketingco.com/resources.
- Aug 4, 202617 min
#105: 7 Things Landscaping Businesses Have to Do Every Week to Stay Relevant
“Set it and forget it” marketing is officially dead. A stale Google profile, an untouched website, and reviews from two years ago don't signal trust anymore — they signal neglect.In this episode, Katy Doss breaks down the 7 things landscaping businesses need to do every single week to stay visible, relevant, and top of mind with the buyers they want.You'll learn:Why “set it and forget it” marketing no longer works (and what changed)The weekly habit that keeps your Google Business Profile working for youWhy your website should function like a garden, not a monumentHow to track what's actually generating calls, without a marketing degreeWhy your existing clients deserve weekly attention, not just new leadsThe one number most companies never check — and what it's quietly costing themIf your marketing runs on autopilot, this episode will show you exactly where to start paying attention again.Download the free Weekly Marketing Rhythm Checklist at scriptmarketingco.com/resources.
- Jul 28, 202614 min
#104: The 6-Second Attention Checklist for Potential Clients
Your truck wrap. Your Instagram post. Your Google Business Profile. Most of them get judged in about six seconds — and most landscaping companies have no idea what that glance is actually saying. In this episode of The Landscaping Growth Script, Katy Doss breaks down why the real battle for landscaping marketing isn’t happening in your blog posts or your proposals — it’s happening in the seconds before someone ever gets there. You’ll learn: • Why most homeowners decide whether you’re “in the running” before they ever read a word of your marketing • Why long-form content like blogs and videos still matters — and where it actually fits in the funnel • How to audit your truck wrap, yard signs, and Google Business Profile for the six-second test • What your website’s hero section needs to communicate in two seconds or less • The one simple fix for social video hooks that most landscaping companies are getting backwards • How to make sure your proposals and follow-up texts hold up under a glance-level read If your marketing feels like it’s not landing, this episode will show you exactly where the real decision is happening — and how to win it. Download the free 6-Second Attention Checklist for Potential Clients at scriptmarketingco.com/resources.
About The Affluent Buyer Script
Welcome to The Affluent Buyer Script, the go-to podcast for owners of high-end outdoor product and service businesses ready to attract affluent homeowners and turn leads into luxury-level sales.Whether you’re in landscape design, landscaping, pool installation, outdoor kitchens, luxury patio furniture, landscape lighting, custom pergolas, outdoor media systems, or even copper gutter fabrication—this podcast is for you. Each week, Katy Doss, founder of Script Marketing, shares actionable, proven strategies for connecting with the wealthiest homeowner segment: affluent buyers.With 20+ years of marketing experience and deep expertise in the psychology of high-net-worth individuals, Katy and her team at Script—a full-service marketing firm specializing in luxury outdoor brands—unpack the tips, tactics, and tools that are working right now to grow visibility, credibility, and revenue.You won’t find fluff here. Just real, ready-to-use strategies that help you:- Attract high-income client
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