Design firm finds success in commercial landscape.

When Borst Landscape & Design of Allendale, N J, established its commercial division in 2004, founder Mark Borst wasn't looking to achieve a rapid critical mass of clients by underbidding low-cost operators.

Rather, the award-winning firm--renowned in the northern New Jersey upscale residential market--set out to create a niche for landlords and property managers looking for high-quality, service-intensive landscaping design/build and maintenance for their commercial properties.

Two years later, this approach is paying off in the form of continued steady growth--much of which is occurring through word-of-mouth from the firm's satisfied customer base.

For example, Borst introduced a complete renovation of garden and floral exhibits at the Atlantic Stewardship Bank headquarters in Midland Park and has since been retained to maintain the property year round. "We wanted our landscape design to say something about us but, more importantly, about how we regard the people we serve," said Paul Van Ostenbridge, the bank's president.

"From the customer comments we receive on a regular basis, Borst's work is more than meeting our expectations."

According to Mark Borst, the firm's 18-year track record of success with large-scale residential projects forms the core of its commercial philosophy. "In essence, the objectives for commercial landscaping are the same as high-end residential landscaping," he said.

"Our customers want green lawns; clean, trimmed hedges and bushes; and attractive, weed-free beds," agreed Mike Cioffi, the firm's director of commercial maintenance.

"They want vibrancy, which can be achieved with seasonal plantings like bulbs in the spring, annuals during the summer, and mums and cabbages in the fall.

"Similar to current trends in residential landscape design, more and more commercial properties are incorporating outdoor 'living' spaces for employees and customers. From patios and walking paths to ponds with fountains, they are creating valuable amenities."

While commercial owners and managers may have similar goals for landscaping design and maintenance to residential customers, their approach to choosing a service vendor varies, according to Mark Borst.

"The commercial maintenance field is highly price-competitive," he said. "Many companies strive to be the lowest cost operators. They operate out of trailers, parking at their client properties, have almost no overhead and maintain a bare-bones approach. We do not, we cannot compete against these companies."

"We have a higher overhead and pay our people more money," he added. "We spend time on training and safety programs.

"While they do increase the cost of our service, we believe that these investments balance out by creating more value in the service we provide.

"It comes down to price vs. value--and we sell value. Having said that, there is nothing better to us than providing value at an attractive price. The growing list of notable companies in our client base is proof positive that we are doing just that."

In addition to upholding quality as a priority, Borst customers also tend to care about how their landscaping impacts the environment, according to Cioffi.

"We always have been ahead of the curve with regard to the environment and have used organic materials since 1995," he said.

"Our philosophy is to work with nature, rather than to impose our will upon it. Organics is about balancing soil, science and attitude. As more and more commercial owners adopt a similar approach, they are finding that they not only feel better about their contributions to the environment, but they are discovering that their tenants and prospective tenants appreciate their sensitivity."

To this end, Borst is a member of the Pesticide Environmental Stewardship Program, a voluntary group run by the EPA. The organization is committed to sharing information about achieving superior horticultural results using environmentally friendly methods.

Borst's commercial growth continues as part of a strategic expansion plan launched shortly after the firm acquired its Allendale headquarters building in the fall of 2002. By 2005, the firm had expanded its services and achieved more than $5 million in annual revenues. Today, the firm employs more than 60 people.

Borst continues to delve into the commercial industry. It holds memberships in BOMA, NAIOP and the Commerce and Industry Association of New Jersey as well as other industry associations.

The firm currently services more than two dozen properties in northern New Jersey and is working to expand its portfolio of office buildings, hotels, retail centers and multi-family housing properties. Industry recognition for Borst's work includes an "Award of Excellence" in the commercial category from New Jersey Nursery and Landscape Association and a "Landscape Achievement Award" from the New Jersey Landscape Contractors Association.

"We want to significantly expand our commercial business, but we also are taking our time to ensure continued quality," Cioffi said. "In 2005, our first full year in this sector, our commercial revenues ended stronger than we anticipated.

Our business in the residential sector always has thrived because we deliver on our promises. So far, this pattern is holding true for the commercial arena as well."