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Marketing a Lawn Care Business...

by grassbusterdesigns
23 replies
Last year I posted a thread and asked some questions about marketing a lawn care service. I had some great luck here with some very intelligent responses from some very intelligent people. I thought I would update, share my experience, and now I'm reloaded with questions for you intelligent folks! Again all your help has been greatly appreciated!

My first year in business I went out in full force with flyers door to door. The only other means of advertisement I did was Craigslist (online.) All my work paid off in researching marketing techniques, especially when designing my flyers. I winded up with many, many side jobs doing tree trimming, flower beds, mulching, sod, and more this spring. Best of all, I landed over 60+ weekly mow customers my first year in business which is BEYOND what I expected.

Now I'm back on the drawing board for next year and have some questions and looking for some ideas for making my change to my Lawn Care business. Next year, I'm looking to "tighten" my work routes, do less driving, and more working. I want to market and gain more customers in the neighborhoods and streets where I currently service, and drop the customers that are further out than I want to service. For example, I currently have one street where I do the HOA work, maintain the neighborhood park and entry way, and also maintain nine properties on this one street. I want to target areas like this where I have numerous properties on one street and obtain the neighbors as customers. That way I have less travel time to my properties, don't have load/unload equipment time, fuel cost, I can simply take the mowers from one lawn to the next. I've got numerous customers (neighbors) from just word of mouth and them seeing me working on their neighbors lawn. However, I'm looking for ideas to get more "neighbors" to buy my service. I'm looking for ideas on intensives or something I could do to achieve this. I have a whole year and am just on the drawing board, but I know there's some intelligent people her with some good ideas. As of right now, all I can think of is drawing up a short company biography, explaining my roll in the neighborhood, and offering a good incentive, and going door to door talking to people. Any ideas would be appreciated!
#business #care #lawn #marketing
  • Profile picture of the author ewenmack
    One way is to contact other lawn care guys and see if you can swap/sell/buy/.

    Those that are the longest distance swap for those that are close.

    Put up a valuation method you both agree to and
    divi up the difference.

    Best,
    Ewen
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  • Profile picture of the author rugman
    How about a postcard campaign into the area you want to service?
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  • Profile picture of the author Tim Franklin
    I used to do this kind of service, when I was in college, it sounds like you have the most important part down already, (Great Service) I always had a lot of business because I went the extra mile, (not literally) but I would take steps to be sure that the job was done with attention to detail, I think a lot of people in this business are not as reliable and sometimes make it difficult for the good guys to get new business.

    There are some interesting marketing examples you could look into.

    (Im guessing you have a website,) adding referrals and perhaps a mobile add on would be a way to increase your business in the areas you want to service regularly.

    Using mapping and service areas, QR codes to define areas where you really want to do more business, just a few thoughts, )
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  • Profile picture of the author adam westrop
    Door drops/flyers in your local area - and if you want to keep costs down do it yourself or school kids.

    How about a recommend a friend scheme? Having a certain discount off the referrer and referee service for a limited amount of time?

    Additionally how about advertising in local shops, leaving business cards at the counter - or getting some ad space in local takeaways etc
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  • Profile picture of the author umc
    See if you could get some yard signs that your customers would let you put in their freshly mowed yards to help you build your following with their neighbors that pass by. Then again, they may not like the idea of putting your sign on their nice lawn, but they may be happy to do so as well. I know that if I had a sign in my neighborhood, it would be fantastic advertising for my lawn guy because everyone drives by my house that lives around here. We're right at the front of the neighborhood. I'd let my yard guy put a sign up for a time. You could even offer a slight discount if they'd let you do it for a time.
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    • Profile picture of the author ginnysclub1
      The most effective way to get a close knit of new with existing customers (neighbours) would be to hire some commission only door to door sales people (or, do it yourself).

      Your sales people will able to really sell your services in much more proactive way as they will interact with your potential customers.

      If you believe that you don't have the margins to hire a door to door sales people, take a look at bundle other products and services with your offer to make it viable proposition.
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  • Profile picture of the author iAmNameLess
    Do you have signage on your trucks? That's the #1 easiest way to get more neighbors. Other than that, you could do some EDDM targeting specific postal routes you have a nice saturation of customers already.
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  • Profile picture of the author AmericanMuscleTA
    I second EDDM!! It takes a few clicks and you have all the routes you need (you get to search by map so you can pick out all the good routes you want). 17.5 cents for postage and you can send postcards up to 12" x 15". I currently send out 8.5" x 11" for real estate. I get great responses!!

    Here's the USPS EDDM link: https://www.usps.com/business/every-...irect-mail.htm

    Try to get testimonials from other neighbors to use on the postcard. Be sure to ask if you can use their full name and the neighborhood they live in, that way the prospects will know you're doing the neighbors and... if they know the neighbors, they can drive by their house so they can see your work first hand.

    Again, EDDM is the best way to go. Rock it!

    Use pictures. Maybe offer a free lawncare tip sheet for the DIYers.
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    • Profile picture of the author longrobnc
      Originally Posted by AmericanMuscleTA View Post

      I second EDDM!! It takes a few clicks and you have all the routes you need (you get to search by map so you can pick out all the good routes you want). 17.5 cents for postage and you can send postcards up to 12" x 15". I currently send out 8.5" x 11" for real estate. I get great responses!!

      Here's the USPS EDDM link: https://www.usps.com/business/every-...irect-mail.htm

      Try to get testimonials from other neighbors to use on the postcard. Be sure to ask if you can use their full name and the neighborhood they live in, that way the prospects will know you're doing the neighbors and... if they know the neighbors, they can drive by their house so they can see your work first hand.

      Again, EDDM is the best way to go. Rock it!

      Use pictures. Maybe offer a free lawncare tip sheet for the DIYers.
      I own a local service business, and EDDM has never worked well for me. I've actually never gotten a positive ROI from over a dozen campaigns. However, I've used the exact same offers, bought spaces in local coupon books, Money Mailer, Valpak, etc and gotten positive returns. I'm not the direct mail expert that some are, but I've spent over a million bucks in print advertising, and I know what works for me.
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  • Profile picture of the author nextgeneration
    Just sent an EDDM direct mail out for a client of mine, also a landscaper, highly suggest doing it as he got a good roi on it.
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  • Profile picture of the author wrcato2
    Everything that you are doing is right. However, I would go door to door, and meet & greet the neighbors (after showering and changing into fresh cloths.

    Find out who if any one else is mowing their yard & gardening needs. Then give them a business card with a $25.00 coupon or a 10% off coupon on the back. The cash value works best. Also don't place an expiration date on the coupon, this cheapens your service.

    Since you are working with a home owners association, I bet you don't have a contract with them for all their association care. Get a lawyer and have him/her draw up a contract for 1 year. This contract will give you all of their properties to take care of and they can only use you and your service for their lawn and garden care.

    If they breach the contract by hiring another contractor they will have to compensate you 4 times the amount of your gross monthly service.

    Yup this is called a service contract, and that contract is your guarantee that you eat for the next year.I use them all the time with property management companies and contractors for my plumbing business.
    The contract and lawyer shouldn't cost more than $2,000. to obtain.

    Another tool that has help my business more than my blog is "Facebook!"

    I couldn't believe it, I was bored one night and decided to post some photos of some recent plumbing nightmares that I had repaired. Gave a little tutorial explaining each photos with a before and after photo.

    The next thing I knew for the last two weeks I have been picking up at least 3 extra jobs a day, within 3 miles from my home.

    I have been thinking about starting a group on facebook. So, this maybe something you can start and get new leads and keep old ones too.

    Hope this helps

    William
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  • Profile picture of the author wrcato2
    @longrobnc, I use post cards and always got a good return from them. I offered a $25.00 coupon and a free guide I titled S.H.I.T. Happens (sudden hydronic infringement tears) ie, broken pipes.

    Another thing that got me a lot of business back in 2008,2009 and 10 was Google maps and places. Completely filled it out, added photos and a link back to my website. Grossed from Google places in 2010 $60,000 in new business.

    That was before Angies list and lead companies. Just because these people could search from their phones instead off using the phone book (which I wasn't in.)
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  • Profile picture of the author Sprinkler Buddy
    Do you have your truck & trailer lettered? I get calls all the time saying they got my # off my enclosed trailer. Best advertising $$$ you can spend.
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  • Profile picture of the author Joe J
    How about a flyer with the picture of a map of the 2 or 3 surrounding streets you want more business from with the houses circled of your current customers.

    You then only have to change the map image for each of the areas you service.
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  • Profile picture of the author garry6767
    I would build the best looking site with lots of great info on it and then I would use Craigslist and have a great looking flyer. Also, you should check your local Chamber of Commerce.
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  • Profile picture of the author themikerogers
    I'd show them how much money and time that they would save using your service. Most people would rather spend time with their family instead mowing the lawn. A big lawn could take 1-2 hours for one person to do which for a homeowner might be better spent on their day off with their family.

    You could even target the flyers for a particular street - such as "123 main st saves X time & money" or "we're in the area on tuesdays, let us do your landscaping while you are at work"
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  • Profile picture of the author TWilliamson
    Post your flyers everywhere that will allow you to and where the neighborhood visits, laundromats, grocery stores ect.
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    • Profile picture of the author savidge4
      I have a couple 3 clients in my area that do lawn service. Last year I proposed the idea of closing in the daily routes to all 3. One of them took it seriously and this year they have 80 lawns a week, and the longest route they have between ALL of their jobs on any given day is 8 miles ( first job to last job ). he is generally done by 2pm EVERY DAY! ( he unloads his equipment 14 times a week - get to your job you unload, reload go to the next unload etc... that's right 14 times a week! you are doing that 40 times? )

      He simply broke out 6 geographic areas he was going to work, and what days they were going to be in each. he states the hardest thing he learned was to say "No".

      There is always this drive to get new customers and to share the benefits of your service. What you are doing is the exact opposite. You want to benefit yourself, to reduce cost. What is it worth to YOU to have 8 yards on the same block?

      He went door to door #1 when he was working and in the area. We created a flier that explain that if he can get 8 lawns on this block, ALL of the customers will get a discount. ( He would state he already has x amount) He communicated with the customers he already has. 1 month free cutting if he could get x number of the neighbors to sign with him for the year. And with the number being met, his rate would be cut by $x.xx across all the customers on the block. #2 he would go back a few days later all cleaned up after 6pm and again go door to door. Introduce himself, and explained the offer.

      It turns out his existing customers had already communicated to 80% of the neighbors he did on the 2nd visit. He was simply there to close the deal. Over the course of 6 weeks and 6 neighborhoods he had his minimum of 8 clients per block.

      So through last year he had 108 lawns and worked until the sun went down most days. he had 6 clusters and drove way out of the way to keep his commitment with his customers. At the end of the year he gave notice to the customers he no longer wanted. He now only takes customers within the areas he is working!

      His overall profits are up, and expenses are way down. His longest round trip from start to finish is 26 miles. That's from the shop, to all of the jobs that day, and back to the shop. I personally drive further than that just to go to the store for a gallon of milk! ( im not kidding ) He fills his truck up with gas once a week, last year.. every other day if he was lucky!

      You think about what I have just laid out. How much in Gas would you save a week? Think of your employee wages saved. We all know with every load up it is wear and tear on the equipment and trailer... how much equipment is lost per year in that process?

      So I would suggest NO signs, NO mailers, a definite YES on decaling the truck and the trailer, and the mowers even, if they have space. Are your guys wearing Shirts that are lettered? Are you supplying Hoodies that are lettered up? Hit the doors meet and great!

      Hope that Helps!
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  • Profile picture of the author bsummers
    Adams advice is good, do a referral campaign. It is also a free marketing scheme. Word of Mouth is the best marketing out there. Also, direct mail sounds good.
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  • Profile picture of the author amcg
    Originally Posted by grassbusterdesigns View Post

    Last year I posted a thread and asked some questions about marketing a lawn care service. I had some great luck here with some very intelligent responses from some very intelligent people. I thought I would update, share my experience, and now I'm reloaded with questions for you intelligent folks! Again all your help has been greatly appreciated!

    My first year in business I went out in full force with flyers door to door. The only other means of advertisement I did was Craigslist (online.) All my work paid off in researching marketing techniques, especially when designing my flyers. I winded up with many, many side jobs doing tree trimming, flower beds, mulching, sod, and more this spring. Best of all, I landed over 60+ weekly mow customers my first year in business which is BEYOND what I expected.

    Now I'm back on the drawing board for next year and have some questions and looking for some ideas for making my change to my Lawn Care business. Next year, I'm looking to "tighten" my work routes, do less driving, and more working. I want to market and gain more customers in the neighborhoods and streets where I currently service, and drop the customers that are further out than I want to service. For example, I currently have one street where I do the HOA work, maintain the neighborhood park and entry way, and also maintain nine properties on this one street. I want to target areas like this where I have numerous properties on one street and obtain the neighbors as customers. That way I have less travel time to my properties, don't have load/unload equipment time, fuel cost, I can simply take the mowers from one lawn to the next. I've got numerous customers (neighbors) from just word of mouth and them seeing me working on their neighbors lawn. However, I'm looking for ideas to get more "neighbors" to buy my service. I'm looking for ideas on intensives or something I could do to achieve this. I have a whole year and am just on the drawing board, but I know there's some intelligent people her with some good ideas. As of right now, all I can think of is drawing up a short company biography, explaining my roll in the neighborhood, and offering a good incentive, and going door to door talking to people. Any ideas would be appreciated!
    With physical products, at least in the startup phase, attending events is a good way to market your products. There's plenty of events you could go to for your niche, especially considering your target market.

    I assume you're doing digital marketing? Stuff like email marketing can be very useful in building up a mailing list which you can also use in other ways.
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  • Profile picture of the author AussieT
    Nice share. Wish I had read it 30 years ago when I was building up a window cleaning run. I was running ragged all over the place. I did eventually sell off some distant clients to another window cleaner who wanted clients in that area. So that's another tip. Look for competitors who are willing to sell or swap clients and consolidate both runs.
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  • Profile picture of the author quick_silver
    I glanced through the thread, but just to make sure, are you getting email addresses from all of you online and offline contacts? As mentioned, targeting certain neighborhoods with fliers and start a "neighborhood referral program" with a low cost value-added freebee or discount. If you have collected all of the email addresses, you can also do an email blast letting everyone know of the program. You can also target new construction within one area and place a flier called "Your Lawn Care Welcome Package", and have a solid offer for your service.
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    • Profile picture of the author StarkContrast
      I believe it was ewenmack who had something he did a number of years ago that generated a lot of buzz and business. I think it was offering a rock solid guarantee that the lawn would be done at such and such a time or he would pay them $1000. Did I get the details right, Ewenmack?
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