I had an incredible conversation with Justin White, CEO of K&D Landscaping, and it reminded me why I love this industry so much. Justin took his parents' small family business and scaled it from $1.5 million to $20 million in revenue in just nine years. But what really struck me wasn't just the numbers; it was his vision to create generational wealth for his entire team through a potential IPO by 2035. That's the kind of thinking that's going to change the industry forever.
We dove deep into the realities of growing a landscape business in today's market, including why 2025 has been tougher than expected for so many of us. Justin opened up about the adversity he's faced, the importance of leadership mindset, and why he created The Disruptors community to help other contractors accelerate their growth. If you're ready to stop playing small and start building something that outlasts you, this episode is packed with actionable insights you can implement right away.
Timestamps
3:04 - Growing Up in a Family Landscape Business: The Real Story
8:23 - The Turning Point: From $1.5M to $20M in Nine Years
14:19 - Adversity & Leadership: When Your Business Doesn't Love You Back
19:42 - Why 2025 Has Been Challenging for Landscapers Nationwide
26:34 - The Billion-Dollar Vision: Creating Generational Wealth
32:31 - Inside The Disruptors: Building a Community of High Performers
43:08 - Who Thrives in The Disruptors & How to Get Involved
48:07 - Take Action: Set an Unreasonable Goal Before Year-End
Links & Resources
Justin White & K&D Landscaping:
The Disruptors Community:
- Learn more at jwhitegroup.com
Landscape Business Growth Lab:
Everbearing Services:
Companies & Organizations Mentioned
Landscape Companies:
- K&D Landscaping - Justin White's company, scaled from $1.5M to $20M in 9 years
- BrightView (formerly ValleyCrest & Brickman merger) - Publicly traded landscape company
- Jensen Landscape - Led by CEO John Vallee, inspiration for Justin's growth vision
- Kachina Landscape - Top landscape company mentioned in industry research
Technology & Software Partners of The Disruptors:
- Aspire - Landscape business management software
- Greenius - Training platform for landscape teams
- Team Engine - Employee engagement and communication tool
- Bob Yard - Landscape business software
- Capsidata - Data and analytics platform
- Cres Software - Landscape management solution
Industry Associations:
- NALP (National Association of Landscape Professionals)
- CLCA (California Landscape Contractors Association)
- ALCA (Associated Landscape Contractors of America)
- WALPOLE - Regional landscape association
Other Peer Groups & Coaches Mentioned:
- Jonathan Goldhill - Justin's business coach who helped spark the transformation
- Jeffrey Scott - Runs landscape peer groups
- Marty Grunder - Industry coach and peer group leader
- Mick Farley - Industry coach
- Stanford - Peer group organization
Key Takeaways
On Growth & Scaling:
- Zero to $1M is brutal, but $1M to $2M requires completely changing how you operate
- Different revenue levels present different challenges—they don't get harder or easier, just different
- You need omnipresence in marketing as you grow larger, not just transactional tactics
- The industry average lead response time is 44 hours. Responding in under 5 minutes stops prospects from shopping around
On Adversity & Mindset:
- Your business won't always love you back, even when you give it everything
- Execution may be perfect, but results often depend on the leader's mindset and presence
- 2025 has been a correction year after unprecedented growth from COVID-era tailwinds
- Consistency and doubling down on fundamentals matter more than constantly changing strategies
On Vision & Legacy:
- Set goals that seem unreasonable. Justin went from $1.5M to targeting $1B by 2035
- Build a sellable company even if you never plan to sell
- Create opportunity for family members in the business, not expectation
- The green industry offers a path to create generational wealth for entire teams
On The Disruptors Community:
- Built for contractors who want to become 8-figure businesses ($10M+ revenue)
- Members get access to industry experts, group buying power, and peer support
- You get the most value by giving more advice than you take
- Self-starters who value technology and want to grow double digits thrive most
On Taking Action:
- Don't wait for January 1st. Set an unreasonable goal to accomplish before year-end
- Surround yourself with people who have already achieved where you want to go
- The more you give to communities and associations, the more you get back
- Think big before you're ready. You don't need to achieve success before thinking about it
Subscribe to Landscape Business Growth Lab for more conversations with industry leaders who are transforming the green industry.
