“Would you rather manage 50 residential clients—or land one $100K commercial contract?”
If that question gives you pause, you need to watch Big Star Lights’ recent webinar on Scaling Your Commercial Holiday Lighting Business.
But these projects require a different mindset and skillset. They’re driven by relationships, professionalism, and an understanding of your clients’ deeper needs—not just by stringing up more lights.
Daniel Cowan, founder of Big Star Lights and seasoned installer, has seen it all—and lost tens of thousands on what he calls "gotcha" projects. Here’s how you can avoid those mistakes and confidently win more commercial work.
Table of Contents
- Understanding the Opportunity
- Know Your Buyer: The 3 Key Personas
- How to Get In the Door
- Winning the Sale: Selling Feelings, Not Features
- Product & Design Tips That Close Deals
- Destination Displays: Big Rewards, Big Risks
- Gotchas to Watch Out For
- Final Takeaway
Understanding the Opportunity
Commercial lighting opportunities are everywhere if you know where to look. One large tree or a grand facade can represent the revenue equivalent of dozens of residential installs. And with fewer stakeholders to manage, these projects offer incredible efficiency and scalability. In fact, city contracts alone can easily exceed $500,000, transforming your business overnight.
Here are some of the top places to look for commercial opportunities:
- Shopping plazas & malls
- Hotels & resorts
- Restaurants & golf courses
- Sports clubs & yacht clubs
- Municipalities (city contracts can exceed $500K)
- Car dealerships & office complexes
- Event venues & stadiums
Know Your Buyer: The 3 Key Personas
The decision-makers behind commercial lighting projects fall into three broad categories. Understanding their priorities and pain points is essential to winning their trust.
1. Property Managers / Marketing Directors / Engineers
These people are time-strapped professionals seeking turnkey solutions that make them look good. They care deeply about simplicity, proven results, and strong references. Bonuses are often tied to outcomes, so delivering reliability and clear ROI is critical.
2. Merchant Associations
Next are merchant associations—mission-driven groups focused on enhancing public spaces to support local businesses. These buyers navigate complex stakeholder dynamics and tight budgets but will invest in quality and durability. Be prepared to guide them, build trust, and demonstrate how your lighting solutions can elevate their community.
3. Municipal Buyers
Finally, municipal buyers operate within a world of bureaucracy and compliance. Expect long approval cycles and strict requirements around certifications and safety. They value long-term quality and public impact over flashy sales pitches. Once you’ve established a good relationship with one municipality, it often leads to more—so leverage those references strategically.
💡 Pro Tip: Once you land a municipal project, use it to open doors to others. A strong municipal reference is gold.
How to Get In the Door
Breaking through the layers that surround commercial buyers requires savvy outreach. LinkedIn is an excellent tool for identifying the exact person you want to contact. Once you have their name, a polite call to the front desk with that name in hand often yields the right email address.
Referrals are another underused but powerful tactic. Ask for them as soon as you close a deal—don’t wait for project completion. A warm introduction can shortcut your sales cycle dramatically.
Networking at trade shows and joining industry groups like property management associations can also uncover valuable leads. And if you’re targeting municipal contracts, proactively ask to be added to their vendor lists so you receive RFP notifications.
Winning the Sale: Selling Feelings, Not Features
Here’s the key: you’re not selling Christmas lights. You’re selling a look and a feeling. Clients want their properties to evoke warmth, wonder, and community pride. The better you communicate your ability to deliver that experience, the more likely you are to win.
A strong gallery of past installations is your best sales tool. Beautiful images speak louder than any technical specification. Demonstrate the convenience of working with you through a clear, simple quoting process and well-defined project timeline.
Physical tools can enhance your pitch. Display cases showcasing actual lit products can dramatically improve close rates. Big Star Lights also offers augmented reality tools that let clients visualize sculptures in their space—an excellent way to make your proposal tangible.
💡 Pro Tip: Never show hourly rates. Sell the outcome and the experience.
Product & Design Tips That Close Deals
Trees are among the most popular commercial features. They offer visual impact and community appeal. Always plan for power access and safe installation. Big Star’s Stretch String lights are perfect for year-round wraps, adapting as trees grow.
Building facades require careful consideration. Magnets work well on ferrous surfaces, but plan for wire aging and power limitations. Run lengths should not exceed 250 feet to maintain safety and performance. Fall protection is a must.
Illuminated sculptures present a unique opportunity. Selling one often leads to additional upsells across the project. Big Star’s aluminum, rust-resistant designs ensure longevity, and our AR tools make them easy to pitch. Address storage and anchoring clearly in your proposal to manage client expectations.
| Feature | Best Product Option | Key Selling Point |
|---|---|---|
| Large Trees | Stretch String Mini Lights | Expands with tree growth |
| Building Rooflines | C9 or C7 Faceted Bulbs | High brightness, easy install |
| Sculptures | Aluminum Lighted Sculptures | Rust-free, customizable via AR |
| Year-Round Trim | Chromaglow Permanent Lights | App-controlled, subtle during day |
Destination Displays: Big Rewards, Big Risks
Public destination displays—think parks, waterfronts, and shopping centers—can elevate your brand and open doors to prestigious clients. But they come with challenges.
These projects demand significant manpower, often during peak season, which can strain your capacity. They also require long lead times and careful planning. Offering a three- to five-year phased design plan helps buyers budget effectively and establishes a long-term relationship.
Gotchas to Watch Out For
Some pitfalls can cost you thousands. Know where lifts can safely operate—damaging a suspended slab or landscaping can be a nightmare. For overhead decor, ensure attachment points are engineered to withstand the elements. Safety must come first.
Be wary of unusual or complex requests. If something feels high-risk, either decline or quote it with substantial padding. And always aim to install lift-dependent features early—August and September are ideal—to avoid weather and ground stability issues.
💡 Pro Tip: Early installs give you a strategic edge. Pitch them proactively.
Final Takeaway
Commercial holiday lighting is one of the most rewarding segments of our industry—if you approach it strategically. Understand your buyers, build relationships, and focus on delivering not just lights, but an unforgettable experience.
Big Star Lights offers the products, tools, and expertise to help you scale this part of your business. Explore our full Pro Blog for more field-tested tips—and start winning bigger jobs this season.
Frequently Asked Questions
Q: How early should I start pitching commercial clients?
A: Ideally Q1–Q2. Many budgets are set early in the year, and municipal RFPs often have long lead times.
Q: Do I need special insurance?
A: Yes. You’ll typically need $5 million general liability coverage to bid on commercial work.
Q: Should I lease or sell lights to commercial clients?
A: Either can work. Just be clear about who owns the decor and what storage/services you’re providing.
Summary
- Commercial lighting jobs offer huge profit potential and scalability when approached with the right mindset.
- Understand your buyers, and sell feelings over features.
- Always back it up with a clear, convenient process.
- Use tools like Stretch String, sculptures, and AR visualization to stand out.
- Start early, plan carefully, and avoid common project pitfalls.
Ready to elevate your business? Partner with Big Star Lights and start closing bigger jobs today.