EP 518: Residential Landscape Architecture That Actually Works

What makes Alexander Dvinanin with FORM a good neighbor?

We talk with Alexander Dvinanin of FORM, a residential landscape architecture firm, about why the best outdoor spaces begin with thoughtful planning rather than a collection of disconnected projects. From pools and patios to planting plans, irrigation, drainage, outdoor lighting, and hardscape design, Alexander explains how landscape architecture brings every element together into a cohesive and functional outdoor environment.

Alexander shares his journey from New York City to Texas and how his background in architecture, design, marketing, and consumer products shaped his approach to helping homeowners create outdoor spaces that reflect both their lifestyle and personal taste. He describes himself as a design enthusiast and explains why good design is ultimately about solving problems while creating spaces people genuinely enjoy using.

We also discuss one of the biggest misconceptions homeowners have about landscape projects: that professional design automatically means higher costs. Alexander explains how a well developed plan often saves money by helping homeowners prioritize improvements, avoid costly mistakes, and create a clear roadmap for future phases of construction. He shares how thoughtful sequencing and smart design decisions can deliver a polished, high end look without unnecessary spending.

The conversation also explores how FORM builds relationships with clients through referrals from architects, builders, and homeowners, as well as platforms like Houzz. Alexander explains the value of his complimentary first consultation and why finding the right fit between client and designer is an important part of every successful project.

If you are planning a landscape renovation, outdoor living space, pool project, or yard transformation in North Texas, this conversation offers practical guidance on how to approach the process with confidence and clarity.

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Guest Info: Alexander Dvinanin |FORM | https://www.houzz.com/hznb/professionals/design-build-firms/form-pfvwus-pf~97807401 | (646) 246-9300

Transcript

Welcome To Good Neighbor Podcast

SPEAKER_00 0:00

This is the Good Neighbor Podcast, the place where local businesses and neighbors come together. Here's your host, Sophia Yvonne.

SPEAKER_02 0:10

Welcome to the Good Neighbor Podcast. Are you in need of a landscape architecture firm? Well, one may be closer than you think. Today I have the pleasure of introducing our good neighbor, Alex, with Form. Alex, it's great having you on today. Now we are so excited to learn more about you and your company. So go ahead and tell us a little bit more about what you do.

What A Landscape Architect Does

SPEAKER_01 0:32

As you mentioned earlier, we're a landscape architecture firm. So what that basically means is that, and I focus on mainly residential work. Um, so anything outside the house. So you have a house, anything outside, pools, concrete, grass, plants, lighting, irrigation, drainage. So we do all of that. So we design and we build. So anything from a small project or it's a brand new house, we can tackle just about anything. So I've currently working with a new builder, uh, like a new home build, as well as pre-you know, existing house that has some issues that needed an update or refresh. So we do those kind of things.

From NYC To Texas Design Work

SPEAKER_02 1:06

Wonderful. Now, how did you originally get into this business?

SPEAKER_01 1:11

Uh, I moved from New York City to Texas and I kind of wanted to change a scene. Uh, in other words, I should say change a career where I really was interested in um construction and design. I'm a big design nerd in general, and I kind of worked my way into it where I worked for an architecture firm first and kind of worked my way up. I worked at several architecture firms over the past several years, and then ultimately just took off on my own. And initially I was working with a business partner. We started a business together, and then I kind of uh split ways and just went on my own. So that's kind of where I end up.

Being A Full Spectrum Design Nerd

SPEAKER_02 1:47

Alex, you said you are a um design nerd. Tell us a little bit more about what that means.

SPEAKER_01 1:54

Um anything that has to do, like I have some history or previous my previous life working in marketing and beverage CPG, which is consumer packaging goods. So anything from interior to packaging to logo design to architecture, I'm just a fan. It's you know, I could consume style, fashion, anything else. So like I'm just a design all around. I I don't discriminate. So I like a good design across the border.

The Biggest Landscape Design Misconception

SPEAKER_02 2:20

Now, since you have so much experience in your industry, I'm curious what is that number one misconception you come across on the day-to-day when it comes to landscaping and architecture design?

SPEAKER_01 2:34

Uh, I don't know if it's number one, but I think the big one I see is that you know, people will hire an architect to build a house or design a house, and it seems like it's important. A lot of times I don't see people take as much care or put enough effort or interest in landscape architecture. If you show someone a really nice landscape uh design, right? Like a nice house, beautiful house, a lot of times it feels like it has to be expensive, and it doesn't have to be, it's just a good layout of space, good functional space. I think people sometimes kind of like want a quick fix. And in reality, if you show them a photo of something that's beautiful, some like if you look at my photos on my site, a lot of times people are like, Oh, I really like that. I'm like, Yeah, the only thing it takes is planning, and you have to talk to the right person. So that's all it is. It's like sometimes people think they can't afford it, but it's just good planning and good design, that's all it is. And you know, the people that have done it a few times, they realize the steps. Sometimes it takes a little more education to educate a homeowner. Here is, you know, you want to, it's kind of like we plan to work and we'll work the plan. So first you have to do a design. Sometimes homeowner will skip that step. And I'm like, no, no, don't skip it because you want to see what the finished product will look like versus just the hodgepodge of little things. So that's kind of probably one of the bigger ones I see.

Referrals, Builders, And Finding Clients

SPEAKER_02 3:51

Understood. Well, let's go ahead and switch gears for a second. Now, marketing is the heart of every business, and you've touched on that you have a little experience with this already. So, ideally, you know, who are you looking to attract and how are you attracting them today?

SPEAKER_01 4:10

Um, a lot of it, I mean, I've done some paid advertising. A lot of it has been through referral business. That's how I get a lot of business uh relationship through like architects, builders. That's that's kind of how a lot of the business comes in. Um, I tend to focus, as I said, on residential. Not to like to alienate some of the audience, but like a high-end uh residential work is what I end up doing a lot of times, is basically a proper uh a proper budget and a proper vision. Like I'm, you know, if you call me, you probably need some help with an exterior, right? So it's just a mixture of having appropriate budget and I'll help with the vision. So that's kind of what it is. So yeah, I think it's like houses, one of my probably ho z that's the website where it's a home remodeling, interior, exterior, some of the leads coming from there online. And honestly, I haven't done too much paid advertising. Uh, a lot of it has been referral or through just the industry connections.

Complimentary Consultations And Fit

SPEAKER_02 5:08

Alex, do you offer any free consultations or anything like that to your potential clients?

SPEAKER_01 5:15

Um, yeah, the first uh first meeting is you know, I don't charge for anything for I think past the first meeting. If we have to get into a design, there will be a design proposal which will have inheriting costs with that. But yeah, initial consultation is always complimentary because we have to see what you you know, if it's a fit, if we're a fit, if you're a fit, see what the project is. I have to see the house, I have to see the site, uh, and you know, have a conversation with the with a homeowner.

SPEAKER_02 5:39

So, Alex, your business sounds very diverse.

Educating Homeowners Before Building

SPEAKER_02 5:42

What is that key takeaway you would like our listeners to gather from learning about your business today?

SPEAKER_01 5:48

I think just do your homework, and I feel like an educated uh homeowner is, you know, like there's nothing wrong with talking to me or a couple other people who in the same industry. And my advice is always like, I'll give you the information. My goal is to educate you. And if you don't pick me, that's fine. I'm more just trying to share what's the best way to go about to complete your project. If it's not me, that's fine. But to me, I'm like, I want to do the right thing because ultimately once I design and build and complete the project, my goal is to have a very good project and successful, you know, outcome where I'm happy, it photographs great, and a homeowner happy, and there's no downside. They'll just refer me. Even if they never refer me, I'm hoping I'm leaving something behind that's you know they're gonna enjoy and be able to use it with their family.

SPEAKER_02 6:37

So, Alex, give us a quick breakdown of what are those most important components when it comes to having a successful project with what you do.

Planning, Budget, And Project Communication

SPEAKER_01 6:50

Um, I think uh as I'm going back to what I said earlier, I think if it's a proper planning, you know, plan the work, work the plan, where having a right order of steps, like you know, systems, proper systems kind of ensure a successful business, successful project where uh have a design in place that's well thought thought out and thorough. Uh, that's kind of what I usually start with. And uh we often I often see someone says, Hey, I have a design, can you build this? And you see a lot of times holes in it like they didn't do a good job. So I think that's a key. Like, you know, if you buy a bookshelf, if the directions are not good, a bookshelf is gonna fall apart. You're not gonna be able to build it. So I think design kind of provides that. And then design will dictate the budget, it'll dictate a lot of things. And so once you have that in place, you know, you can execute. And it's just the next step will be properly managing and sequencing a project uh and managing a person's timeline. I think it's you know, think of any relationship, good communication, just transparency, honesty, those are probably the key takeaway for that.

Where To Find Form And Contact Alex

SPEAKER_02 7:52

Wonderful. And where can our listeners go to learn more about form?

SPEAKER_01 7:55

So right now I'm still working on a new website uh to refresh. So I just have a house page or my Instagram. So I'll again I'll share those links as well, and you could share with listeners.

SPEAKER_02 8:05

Perfect. And for our listeners that are listening today, is there a good number to call you? Where specifically should they go?

SPEAKER_01 8:13

Uh yeah, the main number is uh 646-246-9300. It goes directly to me. So I I again I try to be fairly selective with my time in the clients that I select because again, I I'm not for everybody, not everyone's for me. So, but I give everyone, you know, a fair amount of time and make sure that the project fits to what I do and I could kind of shine at what I'm best at, as well as, you know, not every homeowner, it would be, you know, a good fit for me.

How To Nominate A Local Business

SPEAKER_02 8:42

Well, Alex, I really appreciate you being on the show today. We wish you and your business the best moving forward.

SPEAKER_00 8:49

Thank you so much, thank you for listening to the Good Neighbor Podcast. To nominate your favorite local businesses to be featured on the show, go to gmpfrisco.com. That's gmpfrisco.com or call four six nine two two one nine three four five.