The nursery industry’s Plant Value Report demonstrated a unique selling point of green life by highlighting the connection between plants and house prices in a campaign led by Holly Jackson
Property is one of the hottest topics in Australia, making for a powerful segue to drive consumer interest. It’s an opportunity that was effectively leveraged by the Plant Value Report marketing campaign, led by Hort Innovation marketing manager Holly Jackson, a finalist for the 2026 Marketer of the Year Award (MOYA).
The campaign was developed by Hort Innovation for the Greener Spaces Better Places brand and funded by the nursery levy. It launched in spring 2025 to drive consumer interest in plants as well as demand for the green life industry.
“Consumer insights were a crucial part of the campaign and drove decision making. Whilst many consumers agree that plants add colour to a space and beautify homes and gardens, a lack of interest has recently replaced cost as the top barrier to purchase,” explains Jackson.
“In partnership with Domain, a data-driven Plant Value Report was created, analysing thousands of property listings to quantify the impact of plants on home sales, creating a powerful media moment that educated and inspired consumers to purchase more greenery.”
The report showed that leafy yards, balcony gardens, and indoor greenery can have a dramatic impact.
Key data points included that houses with greenery can sell for 17.4 per more on average, equating to around A$140,000. Units with greenery can achieve a 16.1 per cent price premium and regional homes see the strongest uplift, with properties featuring green outdoor spaces selling for up to 24 per cent more.
To bring the report to life, property and design expert Neale Whitaker (Love It or List It, My Reno Rules, The Block) acted as an ambassador, amplifying the findings across media and social platforms. Paid amplification budget was also allocated to gain further reach.
The report was picked up by news outlets across Australia, including the Today Show, Nine News, 7 News and Triple M radio. Articles were also published in several newspapers and magazines, including The Sydney Morning Herald, The Age, Women’s Day, The Canberra Times and Yahoo News.
“The campaign delivered fantastic results. Media traction resulted in over 500 pieces of coverage, reaching a potential audience of 19mn. On the Greener Spaces Better Places social pages, posts got over 419,000 views. During the campaign period, there was a 16 per cent year-on-year increase in Google searches for ‘plants’ and ‘greenery’ showing that interest was sparked,” shares Jackson. “Whilst the nursery industry has long known how valuable plants can be, this campaign was the first of its kind in quantifying the power of plants via a data-led report and amplifying the message creatively.”
Holly Jackson, Hort Innovation: Greener Spaces Better Places – Plant Value Report campaign, is one of the finalists for the 2026 Marketer of the Year Award. The campaign will be presented at the MOYA Showcase held at Hort Connections on Wednesday 3 June from 13:50–14:10 at the Blue Stream Trade Show Speaker Sessions.
