Turning water scarcity into a design opportunity

By Dani Sheehan.

Helping your customers save water doesn’t mean shrinking your revenue. With the right education, it can actually help your business grow.

The beauty of working in the outdoor space is that you shape how people interact with the natural world. One of the often-forgotten parts of the natural environment is water. And this year, nothing is more pressing than water. Especially in the western U.S., water scarcity is no longer a distant threat – it's a daily reality. But here’s the opportunity: by educating your customers on smart water practices, you can help protect resources while building trust, deepening your value and increasing your sales.

The big picture: Why water is everyone’s problem

According to this article by Oldcastle Infrastructure™, roughly 40 million people, or 12% of the U.S. population, rely on the Colorado River for drinking water, irrigation and power. But the river’s flow has dropped by 20% over the past century – and that’s already putting $1.4 trillion of economic activity at risk.

States like Arizona and California are feeling the strain:

• Arizona faces a 4.6-million-acre-foot groundwater shortfall in the next 100 years. This could halt development approvals in growing areas like Phoenix.  
• California may lose 23% of its water delivery capability within two decades – enough water to serve over 1.7 million homes annually.

Meanwhile, the U.S. is losing two trillion gallons of treated drinking water each year due to leaks and system inefficiencies. Water is no longer a municipal issue. It’s a residential concern, and that means your customers are directly affected – whether they realize it or not.

Your role as a landscape designer: Educator, advocate and problem solver

When you can confidently speak to regional water issues and offer beautiful, sustainable solutions, you position yourself as a trusted expert, stand out in a crowded market and can drive sales of high-value, water-smart features.

Here’s how to start that conversation with your clients:

1 – Explain the why: Share the water crisis in human terms

Clients may not understand terms like “acre-feet” or “non-revenue water,” but they do understand:

• Water bills that keep rising
• Droughts that kill lawns and plants
• Limits on new housing developments
• Dry lakes, increased wildfires and water restrictions

You don’t want to further instill fear in this conversation – you want to help them future-proof their home and do their part for their community.

2 – Offer smart, scalable solutions

You don’t need to overhaul your customers’ entire yard to make a difference. Start with accessible, high-impact upgrades like:

• Drought-tolerant planting: Native species and xeriscaping reduce or eliminate irrigation needs.
• Smart irrigation systems: Weather-based controllers, drip systems and soil moisture sensors cut water use by up to 50%.
• Rainwater harvesting and greywater systems: Show how water reuse can offset demand and save on utility costs. For eco-conscious clients, these systems boost home value and meet growing code requirements.
• Permeable hardscapes: Replace impermeable patios or driveways with materials that recharge groundwater and reduce runoff.

3 – Frame it as a long-term investment

Water-smart design is economically savvy! Let them know that these upgrades:

• Reduce future landscape maintenance and replacement costs
• Mitigate risk of fines during drought restrictions
• Add curb appeal and resale value in markets where sustainable homes are in demand

4 – Make it easy to say yes

Sometimes the barrier isn’t interest – it's understanding. Consider:

• Including water-saving estimates in your proposals
• Offering tiered upgrade options (good/better/best) with visuals
• Partnering with irrigation specialists to streamline implementation

When you educate, you elevate

Water scarcity is not going away. But by stepping up as a knowledgeable guide, you become a sustainability partner that your customers trust. And in doing so, you open the door to larger project scopes, higher-margin upgrades and stronger referrals for repeat business.

Learn more about turning water scarcity into a design opportunity.  

Cover image source: Oldcastle Infrastructure™