Communication Through Visualization

How Groff Landscape Design Tapped Into A Virginia Couple’s Unsaid Needs & Desires

The owners of this backyard are so pleased with Groff Landscape Design’s work that even three years post-installation, they still welcome strangers over to show it off. This project has become an excellent real-life case study the company can use to this day to inspire new customers thanks to the rapport built with these two homeowners.

This idyllic client-customer relationship began with the couple’s search for the perfect pool. Soake Pools, a national plunge pool supplier to watch for at SYNKD Live 2024, introduced them to Groff Landscape Design as a potential local installer. Through their introductory conversations, it became clear that what the clients were looking to do was create a comfortable and stylish space to entertain.

Soake Pool's Plunge Pool featured in this residential landscape

“They said, ‘Hey, we’ve already got a decent space, but we’d like to make it extraordinary,’” says Rob Groff, chief vision officer for Groff Landscape Design. “They needed somewhere that they could spend a lot of time relaxing and socializing with family and friends. They wanted a pool, a fire area and an outdoor kitchen. They already had a beautiful deck.”

The canvas, the backyard of a recently renovated home, was as pristine as a landscaping team could hope for. The challenge was going to be keeping the style consistent between the old and new features and addressing invisible needs, such as a new dry-well drainage system to comply with regulations in the Chesapeake Bay area; coordinating utility work; retrofitting extensions of the existing patio; and craning the pool over part of the home in lieu of another wide enough entry point.

Water Drainage Visual

Before they dove too far into the nitty gritty, though, Groff’s design team took to their preferred software, Structure Studios – VIP Suite. Once the design concept was complete, the team presented their vision to the couple in three dimensions, giving them a way to walk through the plans virtually.

3D rendering

“Something we tend to notice with our customers is that you can show them the plan view, and they cannot read it,” says Josh Lewellen, director of operations and project manager at Groff. “It’s like showing them the intricate workings of a spaceship. Their eyes glass over, and you can tell they are not following along. When you show them the 3D version, they understand it and can picture themselves enjoying the space.”

Working through this design software, communicating with the clients and tweaking until they were over the moon with the vision allowed the team to seamlessly transition into the next phases—transferring the concept into plan view construction documents with DynaScape and creating a detailed itemized proposal.

“We knew exactly how much the pool, the lighting, the kitchen appliances, the pavers, etc. were going to cost,” says Rob. “If we came in too high or too low, we can quickly change the design to meet their budgetary preferences. Of course, before we get into that 3D process, we have what we call an investment calculator, which is based on all of our years of estimation. We say to them up front, ‘OK, you’re asking for x, y, z. We would expect this project to be in this ballpark price range.’

"We want to ensure that when we do that
initial design, we’re speaking the same
language with the client."

Through planning, design and installation, the team treated this yard as if it belonged to them. They set expectations early and worked diligently to keep their word. The couple gave the team a comprehensive list of wants before the project began, and it was up to them to read between the lines and deliver an experience that far exceeded expectations.

“They asked for a fireplace, but then judging by the number of people they anticipated around the fireplace, we realized that was not what they needed,” says Sean Ryan, vice president and director of design at Groff. “When we discussed the fire feature, we learned how the clients like to entertain and who likely would be using the feature most. The firepit was a more suitable choice for their needs, offering an intimate setting for social gatherings.”

The team’s expertise allowed them to choose materials for the couple that would complement the space and extend the longevity of the project. They also thought about details like how the light would reflect in the pool, leading to a dark tile color selection for the inside. It was the client’s wealth of knowledge in the culinary arts, however, that convinced the team to select one of the most personal features in the project, an Argentine grill, the star of the outdoor kitchen.

“The thing I like the most about the project is that it incorporates the three main features of a landscape: water, stone and fire,” says Sean. “It’s all-encompassing. That entertainment space was designed in such a way that the clients don’t have to go upstairs to their main floor.”

"Everything they need is right there. Now
they can truly live & entertain outside
just as they imagined."

Operating like a sponge, taking in information from the client, examining the site condition, staying up to date on product research and remaining open-minded: this is what Groff Landscape Design attributes to their ability to wow their customers. They say that no project in their portfolio is the same, because no yard is the same and no client is the same. For them, landscaping is about making dreams come to life.

Get In Touch With...

Robert F. Groff
Chief Vision Officer at Groff Landscape Design

Phone: (703) 999–8225
Email: ClientCare@groff.us

www.grofflandscapedesign.com