Starting out in horticultural therapy, or any self-employed therapeutic practice, can feel a little like wandering through a forest without a map. When I first began, I said yes to almost any contract that came my way. At the time, it felt like progress, but in reality, it caused a lot of stress, and looking back, I realize it probably slowed me down from finding the right opportunities from the start.
One of the lessons I learned the hard way was about pay: some of those early contracts were close to my “dream” work, but I accepted too low of an hourly wage, and it made it so difficult to work my way up to a living rate. This could have been avoided if I had been clearer about my vision and the kind of contracts I wanted before saying yes. So- here are a few, brief thoughts to consider as you embrace growing your practice in Horticultural Therapy or related fields!
Start With Clarity
Before you start applying or saying yes to contracts, take a step back. Ask yourself what you truly want your work to look like. This clarity is foundational, like I learned above, as it informs the types of contracts you pursue, the clients you work with, and even the rates you set.
Envision Your Dream Contracts
If the idea of “dream contracts” feels abstract, that’s okay! There are exercises to help, like the Opportunity Tree, which I use in my course to help participants map what they really want their work to look like.
Here are a few questions to sit with right now, as you read this:
- What does your ideal workday look like?
- Do you see yourself working more one-on-one with clients or in group settings?
- What kind of support system do you want in your work?
Answering these questions can give you a clearer picture of what to pursue, and what to avoid. This kind of reflection can prevent you from taking contracts that aren’t a good fit or undervalue your skills.
Cold Calling, Networking, and Persistence
Now, with a somewhat clear vision in place- we actually have to get hired! Here’s the truth: sometimes, and in HT- maybe the majority of times, opportunities don’t just appear, they have to be created. For me, it took about four years of consistently reaching out, building a network, and demonstrating my skills before people started finding me.
Building confidence in cold calling or emailing is worth it. Tools like an elevator pitch and marketing materials can make a huge difference. And when you’re mapping possible contracts, start by asking: “What is the need, and where is it?”
For example, if your passion is helping people manage stress and anxiety through nature, ask:
- Who is already supporting this need?
- Where are the people who could benefit from my work?
This could lead you to school mental health programs, community wellness clinics, or other unique spaces where your skills can make a real impact.
Marketing Your Value
While we’re at it, horticultural therapy has so much to offer, and sharing that value is key. Pull from research, theory, and practice examples to clearly communicate why HT/TH works and why it matters.
Your marketing materials don’t need to be flashy, but they should be clear, professional, and reflective of your passion. Think websites, social media, brochures, or even a well-crafted cold email. The goal is to show potential clients and collaborators the impact you can make within their organization, and why you’re work the money.
Contracts and Negotiation
Now, say you have already been hired- but you’re still navigating your worth, or your schedule. This ties to another key part of our practice, contracts. Contracts are not just legal documents, they’re also tools to ensure your work is sustainable and aligned with your vision. Setting fair pay, clear expectations, and renegotiating as needed are crucial steps to growing your practice without burning out.
Take it from someone who learned the hard way: don’t settle for too little. Know your value, and don’t be afraid to ask for it. (Even if I am also still convincing myself of this as I write it…)
And a Personal Encouragement
Building your practice takes time, patience, and persistence. It can feel overwhelming at times, but every cold call, every conversation, every reflective exercise brings you closer to the work that lights you up.
Remember, your skills and unique offering have value, and the right opportunities are out there. The world is looking for Horticultural Therapy, but they just might not know it. So, it’s up to us to define how we want our offerings to look, and then to go after it with intention.
If you’re feeling inspired as you read this, but also looking for a structured, hands-on way to navigate all of this or learn more, my upcoming course Growing Your Practice: Marketing and Contracts in HT covers it all. Over four sessions (Jan 20–Feb 10), we’ll explore: clarifying your dream contracts, mapping potential opportunities, marketing your skills, and writing strong contracts that reflect your value (amongst other things- including meeting some other awesome folks in this live, zoom course).
