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Vision and values fuel success

Glenn Jacobsen, CLP, doesn’t consider himself to be a visionary but, in many ways, that’s precisely what he is. The owner of Jacobsen Landscape Design & Construction in Midland Park, New Jersey, branded his company before branding was in vogue. He stretched himself financially to purchase property early on his career, a move that paid back dividends later on. His predominantly design/build company added irrigation and lighting before home¬owner interests in these services were beginning to peak. In addition, four years ago, he added substantially to his maintenance operation, something that also is paying back premiums in today’s down housing market.

“I never really worked for anyone in my life,” says Jacobsen, “and hence never learned the business ropes by working for someone else. Instead, I learned from having hands-on experience. After 30 years of being in business, though, one can say I have developed a solid résumé of business instincts.”

Jacobsen started to develop his instincts early on when, as a youngster, he grew plants in his father’s greenhouse at their home in Wyckoff, New Jersey. Later, at age 15, Jacobsen started cutting grass, something he continued to do all through high school and, later, while attending an area community college. After graduating with a two-year degree in horticulture, the entrepreneur started to focus on his career goals.

“This industry was different back in 1978,” Jacobsen recalls. “There were not a lot of professional companies doing business like there are today. But from day one, I wanted to look and act professional. I was big on branding, having painted our trucks all the same color with our logo and outfitting employees with uniforms. We weren’t doing a lot of business at the time, with a couple of maintenance crews and one construction crew, but size didn’t make any difference. For me, being and acting like a professional was very important.”

Growth spurt
In the mid 1980s, Jacobsen purchased a parcel of land in nearby Midland Park and constructed a 4,000 square-foot warehouse, part of which he leased to a tenant. “As a company, we couldn’t afford to buy the land and build the warehouse, but, as I look back in terms of land appreciation and value alone, we made the right move,” says Jacobsen. A couple of years later, the company expanded its service offering by adding irrigation and lighting. “Even back then, clients wanted to work with one contractor,” he adds. “We were doing design/build and maintenance, and adding irrigation and lighting was a perfect fit, and the timing was right. Homeowners wanted green lawns and lighting to accentuate their homes and landscapes.”

During this time, Jacobsen’s staff worked out of two locations, an office in Wyckoff and a shop/warehouse in Midland Park. In the mid 1990s, an outdoor showroom was added to the Wyckoff location. “Having a design center or outdoor showroom was different back then, too,” Jacobsen notes. “The center introduced prospective customers to building materials and design ideas. Because it was located on a busy street, it also increased our visibility.” Five years later, his company constructed an even larger design center on the Midland Park property.

The design centers created a mini construction boom and caused Jacobsen’s company to become, in the owner’s words, “a little top heavy in design/build.” Taking a consultant’s advice, he quickly geared up the management side of the operation. Today, Jacobsen Landscape Design & Construction operates 11 maintenance crews in the commercial and residential markets. Maintenance accounts for 30 percent of the company’s annual revenue, compared to 60 percent that comes from design/build accounts and 10 percent from irrigation and lighting. During peak season, it employs 80 to 90 people.

Experience counts
“This is our 30th year in business,” Jacobsen says proudly, “and after that much time you learn a lot. Among the many things I’ve learned over the years, the importance of building teamwork between departments and hiring people who can do the things I cannot do stand out.”

He continues, “I also believe strongly in giving back to the community where you earn a living. We do community service projects and sponsor events. Recently, our entire company spent a Saturday doing an extreme makeover on a property. It was a team-building experience and part of our culture.”

Jacobsen says that his company’s success is built on having vision and values. “The vision,” he reiterates, “is more instinct than anything I learned from books. In fact, I didn’t enjoy school. My ALCA/PLANET experience, however, has been an important part of my education. I joined the PLANET legacy group, the Associated Landscape Contractors of America in 1995, and two years later became involved in committee work and leadership. Becoming a mentor and Trailblazer, chairing the Design/Build/Installation Specialty Group group, and, later, being a member of the board of directors have all contributed to my growth as a business person and leader. I believe in PLANET and giving back to the industry, just as firmly as I believe in giving back to my community.

“My value system comes from my upbringing and my faith. It is very important to me, and it has naturally become part of our company culture. I believe that treating all people fairly and giving back is as much a part of doing business as making a profit and hiring good people.”