Three options. Only one actually works for your business.
The handyman quotes a sprinkler. You quote a system. Customers see two numbers.
Irrigation installation has a three-way customer problem most websites don't even try to solve. Residential garden customers want a quote for a backyard system and they shop on price. Strata managers want a contractor who can service forty units across a complex without rupturing a main, who has $20m public liability and an RPZ backflow ticket, and they shop on capability. Sports field and commercial customers want a designer who has actually specced a Hunter ICC2 with a 32-station decoder before, and they shop on portfolio. Each is a different sale, a different keyword set, and a different pricing model. Most irrigation installers cram all three onto a home page that pitches none of them properly, so the residential customer thinks you're too commercial and the strata manager thinks you're too residential. Meanwhile the handyman quoting $1,800 for 'an irrigation system' beats you on the residential price-shop, and the big national network beats you on the strata RFP because they have a procurement-friendly capability deck. The fix is splitting the three streams cleanly and pitching each on its own terms.
Good irrigation-installer marketing is three things, in this order: three separate hubs (residential garden, strata and body corporate, sports field and commercial) each pitched to its actual customer, with the right credentials called out (Irrigation Australia member, RPZ backflow ticket, $20m PL, Hunter Pro Reseller, Rain Bird Select Contractor); a dedicated smart-controller upgrade page set per major brand (Hunter Hydrawise retrofit, Rain Bird ESP retrofit, Rachio retrofit) because that's the highest-margin work and customers Google it by brand name; and a per-council water-restriction-compliance guide page because the customer comparing quotes wants to know which installer actually understands their local Level 2 restrictions, soil-moisture-sensor exemptions and RPZ backflow rules.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Splits your marketing into the three streams that pay: residential garden installs and smart-controller retrofits (high-volume), strata and body corporate contracts (recurring, high-margin), and sports field or commercial design-and-install (low-volume, big tickets). Briefs the other agents so the website hubs, the ad sets, the social cadence and the Google Business profile all push toward filling the right diary with the right job, not chasing the cheapest 'irrigation' click.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and makes shipping a new controller-brand or council-compliance page a five-minute job. Builds separate hubs for residential, strata and sports-field, smart-controller upgrade pages per brand (Hunter Hydrawise, Rain Bird ESP, Rachio), and per-council water-restriction pages, with Irrigation Australia membership and RPZ backflow ticket called out on every page header. Live in two taps.
Goes through your live site for the things that actually move irrigation rankings: brand-name keyword targeting (people search 'Hunter Hydrawise install' not 'smart irrigation'), per-council water-restriction page targeting, RPZ backflow as a high-intent commercial query, and reconfigures your Google Business profile from 'Landscaper' or 'Gardener' to 'Lawn Sprinkler System Contractor' with the right service list. Auto-applies the low-risk fixes.
Launches separate Google Ads campaigns: smart-controller retrofit ads on brand-name queries ('hydrawise install', 'rain bird esp setup'), strata contracts on procurement queries ('strata irrigation maintenance [council]', 'RPZ backflow strata'), sports-field on design-and-install queries. Hard negatives on 'DIY', 'Bunnings', 'YouTube' and 'cheap' so the budget skips the weekend warriors. Meta switched off for commercial, on for residential garden installs which sell well there.
Turns every install into a post in your real accounts: a trenched mainline going in for a new residential build, a Hunter Hydrawise app paired on a Mosman retrofit, a 32-station decoder commissioned on a sports oval, a subsurface drip lay-down on a strata frontage. Builds the brand-specialist credibility that wins the next retrofit and the next strata RFP. You upload one trench or controller photo, the agent drafts the caption in your voice, you approve.
Drafts the long-form pieces customers Google before they ring: 'how much does a Hydrawise retrofit cost', 'Level 2 water restriction rules [council]', 'RPZ backflow: do I need it', 'subsurface drip vs spray for a Sydney lawn'. Two drafts a month, in your voice, that pull in the residential retrofit buyer and the strata manager weeks before they call for quotes.
Your first 30 days.
- Site imported, hosting bill killed
- Annual plan splitting residential, strata and sports-field streams, delivered by Sam
- Google Business Profile reclassified from Landscaper to Lawn Sprinkler System Contractor
- Irrigation Australia membership and RPZ backflow ticket live on every page header
- Smart-controller upgrade pages for Hunter Hydrawise and Rain Bird ESP indexed
- Per-council water-restriction guide drafted for your three highest-volume LGAs
- Google Ads live on brand-name retrofit queries with DIY negatives
- First fortnight of trench-and-controller install captions queued in your voice
Irrigation installers lose work for two reasons. The handyman undercuts you on the residential garden quote because the customer can't see the difference between a $1,200 spray-and-pray and your $3,400 zoned system with a smart controller and a rain sensor. And the strata manager goes with the big national network because your website doesn't pitch the RPZ backflow ticket, the $20m public liability or the Irrigation Australia membership above the fold. The fix is making the trust signals loud and pitching three customer types on three separate hubs instead of one mixed-up home page.
Agencies are too dear to actually build the three-hub structure plus the per-brand controller pages and the per-council compliance pages for $3.5k a month. Tools are cheap but the smart-controller upgrade page stays theoretical and the strata pitch sheet never gets built. In-House is the third option: for $299 a month the agents ship the hubs, launch the Hydrawise retrofit ads, post the WiFi-app pair from this morning's install, and rebuild your Google Business profile as a proper Lawn Sprinkler System Contractor. You stay in the driver's seat, two taps to approve, minutes a day. Stop losing the strata contract to a national and the Hydrawise upgrade to Bunnings.