The Gift That Keeps On Growing
What if the difference between a one-time solar customer and a lifetime referral source came down to a single, thoughtful gift? In this unique episode of The Solar Coaster, I sat down with Lawrence Hanley—Founder & CEO of Desk Plants—who’s revolutionizing how solar companies approach customer appreciation and retention.
Lawrence’s insight is elegantly simple: in an industry where client referrals can make or break a business, the gift you give matters far more than most solar companies realize. And the difference between a forgettable gesture and a lasting connection might just be… a plant.
The Cookie Problem
We’ve all been there. A company sends you a gift basket, a batch of cookies, or a generic gift card. You appreciate the gesture, consume the contents, and within days, it’s forgotten.
“A batch of cookies gets eaten and forgotten,” Lawrence explained. “But a plant? It sits on their desk for years, reminding them daily of the company that cared enough to give them something living.”
The Psychology of Presence
Unlike consumable gifts that disappear or generic items that blend into the background, a plant occupies physical space in someone’s environment. Every time a client waters it, sees it on their desk, or shows it to a colleague, they’re reminded of the solar company that installed their system.
This isn’t just sentimental thinking—it’s strategic relationship building backed by psychology.
High-Perceived Value, Real Impact
One of Lawrence’s key insights is the concept of perceived value versus actual cost.
The Economics of Appreciation
Solar companies often spend money on customer appreciation without considering the return on investment. A $50 gift card might cost $50, but what’s the perceived value? Probably $50.
A carefully selected, beautifully presented desk plant might cost $40-60, but the perceived value—the thoughtfulness, the uniqueness, the living nature of the gift—can far exceed the actual expense.
The Referral Multiplier
“High-perceived value gifts drive referrals and repeat business,” Lawrence noted. “When clients feel genuinely appreciated, not just transactionally thanked, they become advocates.”
In the solar industry, where a single residential referral can be worth $5,000-$15,000 in revenue and a commercial referral significantly more, the ROI on thoughtful gifting becomes immediately apparent.
Why “Rooted in Appreciation” Works
Lawrence’s company tagline—”Rooted in Appreciation”—isn’t just clever wordplay. It encapsulates a fundamental truth about relationship building.
The Living Metaphor
A plant represents growth, care, and attention. It needs to be watered, positioned in good light, and tended to—just like customer relationships.
When a solar company gives a client a plant, they’re implicitly saying: “This relationship requires ongoing care, and we’re committed to it.”
The Conversation Starter
Plants are visible. When colleagues, friends, or family visit a client’s home or office and ask about the plant, it creates an organic opportunity to talk about the solar company.
“Oh, this? My solar installer gave it to me when they completed the system. They were amazing—let me tell you about my experience…”
That’s marketing money can’t buy.
Standing Out in Competitive Solar Markets
The solar industry has become increasingly commoditized. Panels, inverters, and installation techniques are largely standardized. So how does a solar company differentiate?
Beyond Price and Performance
“Lawrence helps solar companies stand out in competitive markets by transforming customer appreciation from transactional gesture to memorable experience,” I observed during our conversation.
In markets where multiple solar companies are competing for the same customers, technical specifications and pricing can only differentiate so much. But the experience—the feeling a customer has about their installer—becomes the deciding factor in referrals.
The Competitive Edge
While competitors are sending generic gift baskets or forgetting customer appreciation entirely, solar companies working with Desk Plants create a signature moment that clients remember and share.
This isn’t about gimmicks—it’s about genuine appreciation expressed in a thoughtful, memorable way.
The Solar Industry Application
Lawrence specifically targets home service businesses, with solar companies being a perfect fit for his approach.
The Solar Customer Journey
Solar installations are significant investments—typically $15,000-$40,000 for residential systems. The decision process is lengthy, involving research, financing, permitting, and installation over weeks or months.
After all that buildup, what happens post-installation? Often… nothing. The solar company moves on to the next customer, and the relationship becomes transactional.
The Appreciation Gap
This is where thoughtful gifting creates disproportionate impact. After months of interaction culminating in a major purchase, a meaningful gift signals: “You weren’t just another sale. We value you as a customer.”
The Referral Timeline
Solar customers don’t immediately start referring. They need to experience their system working, see utility bill savings, and feel confident in their decision before recommending their installer to friends and family.
A plant sitting on their desk during those crucial first months keeps the solar company top-of-mind precisely when referral opportunities naturally arise in conversation.
Beyond Solar: The Home Services Strategy
While our conversation focused on solar, Lawrence’s insights apply across home services industries:
Real Estate
Real estate brokers using Desk Plants create lasting connections with buyers who just purchased homes—exactly when they need recommendations for contractors, including solar installers.
Landscaping
Landscaping companies can reinforce their brand identity through gifted plants that demonstrate their expertise and care.
Home Improvement
Any contractor working on significant home projects can use thoughtful gifting to transition from vendor to trusted advisor.
The Common Thread
All these industries share a common challenge: turning one-time transactions into ongoing relationships that generate referrals. Lawrence’s approach provides a tangible, memorable solution.
The Thoughtful Gifting Framework
Lawrence’s success isn’t just about plants—it’s about a framework for thoughtful corporate gifting that any solar company can learn from:
1. Choose Living Over Consumable
Gifts that grow and require care create ongoing engagement. They don’t get consumed and forgotten.
2. Prioritize Perceived Value
The gift should feel special and thoughtful, not generic or transactional.
3. Make It Visible
Gifts that occupy physical space in clients’ environments create regular reminders of your relationship.
4. Align With Your Values
Solar companies sell sustainability and environmental benefit. A living plant perfectly reinforces those values.
5. Create Conversation Opportunities
The best gifts spark questions and stories that naturally lead to referrals.
The ROI of Appreciation
Let’s do simple math that makes Lawrence’s approach compelling for solar companies:
Investment:
- Desk plant per customer: $50
- 50 solar installations per year: $2,500 total investment
Conservative Return:
- If just 10% (5 customers) refer one new customer each: 5 referrals
- Average residential solar value: $25,000
- Average margin: 20% = $5,000 profit per sale
- Return from referrals: $25,000
ROI: 10x
And this doesn’t account for:
- Repeat business from the same customer for additional properties
- Enhanced online reviews
- Reduced marketing costs through word-of-mouth
- Brand reputation improvements
Key Takeaways from Lawrence’s Gifting Strategy
1. Consumption kills connection. Edible or disposable gifts get forgotten. Living gifts create lasting reminders.
2. Perceived value exceeds cost. Thoughtful, unique gifts feel more valuable than their price tag suggests.
3. Visibility drives referrals. Gifts people see daily create natural conversation opportunities.
4. Authenticity matters. Clients can tell the difference between genuine appreciation and transactional gestures.
5. Timing is strategic. Give gifts at moments when clients are most likely to start referring.
6. Values alignment reinforces brand. Plants align perfectly with solar’s environmental mission.
7. Small investments yield outsized returns. A $50 gift can generate $5,000+ in referral revenue.
Why This Episode Matters
Lawrence Hanley’s approach represents a shift from viewing customer appreciation as an expense to understanding it as an investment in relationship equity.
For solar installers struggling to generate referrals despite quality work, Lawrence offers a concrete, implementable strategy that doesn’t require massive marketing budgets or complex systems—just thoughtful appreciation expressed through a living gift.
In an industry increasingly focused on efficiency, scale, and technology, Lawrence reminds us that the human element—the genuine relationships between solar companies and their customers—remains the most powerful growth driver.
The solar companies that thrive long-term won’t just be those with the best panels or lowest prices. They’ll be the ones that make customers feel valued, appreciated, and eager to share their positive experiences with others.
And sometimes, that starts with something as simple—and as powerful—as a plant.
Listen to the Full Episode
Ready to transform your solar company’s approach to client retention? Listen to this episode of The Solar Coaster on your favorite podcast platform:
Connect with Lawrence Hanley and Desk Plants
Learn more about transforming client appreciation into growth:
- Website: Desk Plants
Get The Solar Coaster Book
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About The Solar Coaster Podcast
The Solar Coaster is a podcast that takes you on the wild ride through the solar industry, told by the people who live it every day. Hosted by Anna Covert—author, digital marketing expert, and founder of Covert Communication—each episode features candid conversations with solar professionals sharing their journeys, challenges, and victories.
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