Install-It-Direct
Install-It-Direct is a San Diego-based landscape design-build firm founded in 2009 that designs and installs paver driveways, patios, artificial grass, and outdoor living features for residential homeowners across San Diego County.
- Company typePrivate
- Founded2009
- HeadquartersEncinitas, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Install-It-Direct does
Install-It-Direct is a privately held, founder-owned landscape design-build firm headquartered in Encinitas, California, serving residential homeowners across San Diego County. Founded in 2009 by Luke Whittaker, the company specializes in hardscape and outdoor living construction, with core offerings spanning paver installation (driveways, patios, pool decks, walkways), artificial grass and turf systems (including pet-friendly variants and putting greens), and complementary outdoor living features (outdoor kitchens, pergolas, fire pits/fireplaces, retaining walls, outdoor lighting, water features). The firm holds California CSLB licenses C-27 (landscape), D-06 (synthetic products/paver), and D-12 under License #947643, along with ICPI and CMHA industry certifications, providing the regulatory scope to install both pavers and synthetic turf at scale.
The business model is a sales-led, direct-to-consumer design-build operation using specialized crews (paver installers and turf installers operate separately) and an On-Time Completion Guarantee with tiered financial compensation. Revenue is generated primarily through one-time, custom-quoted installation projects typically starting around $20K and ranging up to $400K-$850K+ for luxury estate remodels, supplemented by ancillary streams including professional permitting/HOA services, landscape design fees ($1,500-$45,000), and proprietary product sales (Urine Zero bio-enzymatic cleaner). Operational differentiation is anchored in the proprietary Mission Control Dashboard (real-time project tracking), a comprehensive installation warranty, and a 98% self-reported on-time completion rate across 6,000+ projects.
The go-to-market motion combines content-driven SEO, interactive cost calculators, and a strong review footprint (4.6-4.9 stars across Google, Yelp, Houzz, and HomeAdvisor) to capture homeowners in the research phase, converting via free on-site design consultations and a customer referral program. Financing partnerships extend payment flexibility. The company operates from two San Diego-area locations and does not disclose revenue, funding, or external investors, having grown organically since founding.
Install-It-Direct firmographics
Firmographics- Name
- Install-It-Direct
- Legal name
- Install-It-Direct
- Website
- https://installitdirect.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Install-It-Direct is a San Diego-based landscape design-build firm founded in 2009 that designs and installs paver driveways, patios, artificial grass, and outdoor living features for residential homeowners across San Diego County.
- Ownership category
- akta.pro rank
Install-It-Direct industry classification
Industry- Product category
- Landscape Design & Hardscape Services
- NAICS
- Landscape Architectural Services (54132), Electrical Contractors and Other Wiring Installation Contractors (23821)
- SIC
- Services-To Dwellings & Other Buildings (7340)
- akta.pro primary industry
- Patio Construction & Paver Installation (HSAIACAA)
- akta.pro secondary industries
- Landscape Installation (Plants, Sod & Soil) (HSAIABAB), Outdoor & Landscape Lighting Installation (HSAOAFAB)
Keywords
Where Install-It-Direct is headquartered
LocationHeadquarters
- HQ city
- Encinitas
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Install-It-Direct business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Outdoor Living Installation Services: Revenue generated from full-service landscape design-build projects including pavers, artificial grass, outdoor kitchens, fire features, pergolas, retaining walls, and outdoor lighting. Projects are custom quote-based with typical residential projects starting around $20K.
- Pet Care Products (Urine Zero): Sale of proprietary Urine Zero bio-enzymatic turf cleaner and odor control products for pet owners with artificial grass installations.
- Professional Services (Permitting & HOA): Additional services including HOA package preparation, permit management, and project management for regulatory compliance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Good — Family Lawn artificial grass |
| Unit Pricing | Pay-as-you-go | Better — Pet Ready artificial grass |
| Unit Pricing | Pay-as-you-go | Best — Premium Pet + Cooling artificial grass |
| Unit Pricing | Pay-as-you-go | Putting Greens |
| Unit Pricing | Pay-as-you-go | Front Yard: Curb Appeal Upgrade |
| Unit Pricing | Pay-as-you-go | Front Yard: Full Remodel with Motor Court |
| Unit Pricing | Pay-as-you-go | Backyard: Patio + Fire Pit |
| Unit Pricing | Pay-as-you-go | Backyard: The Essential Lounge |
| Unit Pricing | Pay-as-you-go | Backyard: The Premium Entertainer |
| Unit Pricing | Pay-as-you-go | Full Front + Back Remodel |
| Unit Pricing | Pay-as-you-go | The Master Estate Remodel |
| Other | Pay-as-you-go | Landscape Design: 2D CAD Designs |
| Other | Pay-as-you-go | Landscape Design: 3D Renderings |
| Other | Pay-as-you-go | Landscape Design: Build-Ready Master Plan |
| Other | Pay-as-you-go | Landscape Design: Build-Ready Whole-Home Plan |
| Other | Pay-as-you-go | Landscape Design: Estate / Overlay-Heavy Planning |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels9 records
Install-It-Direct product offering
Product offeringCore offering
Install-It-Direct is a San Diego County design-build firm that designs and installs outdoor living projects including interlocking paver driveways, patios, pool decks, and walkways, as well as artificial grass and putting green systems. Projects are sold as turnkey packages with in-house 2D/3D design, permitting, specialized installation crews, and a written On-Time Completion Guarantee backed by financial compensation for delays.
Product overview
Install-It-Direct is a San Diego-based landscape design-build company offering a comprehensive portfolio of outdoor living solutions. The core offerings include paver installation services (driveways, patios, pool decks, walkways) and artificial grass/turf installation (including pet systems and putting greens), supplemented by add-on outdoor living features including outdoor kitchens, pergolas, fire pits, fireplaces, retaining walls, outdoor lighting, and water features. The company operates a design-and-build model combining in-house design (2D/3D renderings), project management, and specialized installation crews. Notable proprietary offerings include Urine Zero (bio-enzymatic pet odor eliminator) and a Mission Control Dashboard for real-time project tracking. Cost estimation tools include paver and artificial grass calculators. The company differentiates through an On-Time Completion Guarantee with financial compensation for delays.
Differentiator
Problem solved
Functional benefit
Products and services
- Paver Design & Installation Professional interlocking concrete paver installation for driveways, patios, walkways, and pool decks, including design, pattern selection, base preparation, and edge restraints. Offers standard, premium (Belgard, Angelus), and porcelain paver options for San Diego County homeowners.
- Artificial Grass & Turf Installation
- Landscape Design & Build
- Outdoor Kitchens & BBQ Islands
- Pergolas & Patio Covers
- Fire Pits & Fireplaces
- Retaining Walls
- Outdoor Lighting
- Water Features
- Urine Zero Bio-Enzymatic Turf Cleaner
Quantifiable outcome
- 98% of projects completed on time or ahead of schedule
- +4 more outcomes
Companies that use Install-It-Direct
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Install-It-Direct technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Install-It-Direct partnerships and signals
Strategic signalScale indicators9 records
Recent moves6 records
Expansion highlights5 records
Install-It-Direct competitors and assessment
Company assessmentDirect peers
- Pacific Outdoor Living: Southern California design-build outdoor living firm offering pavers, artificial turf, fire features, pergolas, and outdoor kitchens with a similar one-time project model targeting affluent homeowners.
- Dr. Landscape Design & Construction: San Diego-area landscape and hardscape design-build contractor offering pavers, irrigation, retaining walls, and outdoor living remodels to a comparable local homeowner segment.
Broad incumbents
- BrightView Landscape Services: Largest commercial landscape management company in the U.S., providing design, installation, and maintenance across a much broader portfolio than Install-It-Direct's residential niche.
- TruGreen: National lawn care and recurring-treatment franchise network whose offerings (lawn health, pest) overlap with the maintenance side of residential lawn care but operate a recurring service model rather than design-build.
- LandCare: Commercial-focused landscape services company acquired by Aurora Capital with service contracts in maintenance and enhancement, comparable as a scaled peer in the broader landscape services category.
Others
- SiteOne Landscape Supply: Largest wholesale distributor of landscape supplies, pavers, and irrigation products, supplying companies like Install-It-Direct and competing indirectly at the design-build referral channel.
- Bartlett Tree Experts: National tree and shrub care specialist working with homeowners and estates; adjacent residential outdoor-living services rather than a hardscape competitor.
Emerging players
- Yardzen: Online landscape design platform that delivers 2D/3D designs to homeowners with an optional vetted-contractor network for build — overlapping with Install-It-Direct's design service at the front end of the funnel.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Install-It-Direct social profiles
Digital presenceInstall-It-Direct compliance and trust
Trust signalCompliance5 records
Install-It-Direct financial estimates
Financial estimateRevenue estimate
Valuation estimate
Install-It-Direct leadership team
Management profileNumber of profiles
Profiles2 records
Install-It-Direct funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Install-It-Direct M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Install-It-Direct
What does Install-It-Direct do?
Install-It-Direct is a San Diego County design-build firm that designs and installs outdoor living projects including interlocking paver driveways, patios, pool decks, and walkways, as well as artificial grass and putting green systems. Projects are sold as turnkey packages with in-house 2D/3D design, permitting, specialized installation crews, and a written On-Time Completion Guarantee backed by financial compensation for delays.
Is Install-It-Direct a public or private company?
Install-It-Direct is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Install-It-Direct founded?
Install-It-Direct was founded in 2009. It employs 51 to 100 people.
Where is Install-It-Direct based?
Install-It-Direct is headquartered in Encinitas, United States, in the North America region.
How does Install-It-Direct make money?
Three revenue lines are on record. Outdoor Living Installation Services are the primary driver. The others are pet Care Products (Urine Zero) and professional Services (Permitting & HOA).
Who are Install-It-Direct's main competitors?
Direct peers on record are Pacific Outdoor Living and Dr. Landscape Design & Construction. Broad incumbents are BrightView Landscape Services, TruGreen and LandCare. Others are SiteOne Landscape Supply and Bartlett Tree Experts. Yardzen is listed as an emerging player.
Does Install-It-Direct have an API?
No public API is recorded for Install-It-Direct.
What industry is Install-It-Direct in?
Install-It-Direct's product category is Landscape Design & Hardscape Services. Its primary akta.pro industry code is HSAIACAA, Patio Construction & Paver Installation, with a secondary code of HSAIABAB, Landscape Installation (Plants, Sod & Soil). Its NAICS code is 54132 and its SIC code is 7340.