Earth Turf & Wood: Print Media Outreach & Meetings
You can tell that Jarod Hynson and his team at Earth, Turf, & Wood have given a lot of thought to how they nurture the relationships with their high-end residential design/build clients.
They utilize multiple communication methods and mediums throughout their process. In a lot of instances, it can be several months from the time a customer signs an agreement until they get to enjoy their new backyard resort.
Here are some things I love about their customer onboarding process:
- Selfless: In many cases, Jarod visits the customer in the first few days after they sign. For companies of this $4M size, the relationship is commonly managed by a landscape designer/architect. This additional step is something that a busy company owner wouldnt need to do but Jarod has found this means a lot to their clients.
- Purposeful: Someone from the ETW team has weekly conversations with new clients before their project starts months later. There are material selections to be made and things clients need to do on their end to prevent delays. Clients also receive a Who To Call document to eliminate confusion during the design/construction process.
- Thoughtful: Each year, proactive site visits are scheduled a year or more after projects are completed. Instead of waiting for clients to inquire about warranty issues, the ETW team makes this their responsibility. As this is not the industry norm, clients are often blow away and in many cases end up inquiring about additional projects.
Successful Lawn Care Companies Always Do This
Theres a simple technique that lawn care business owners can borrow from other industries. Its a sales tactic that has proven to be effective and is backed by research studies on increasing sales.
Its your response time.
- Put your phone and email at the bottom of the flyer.
- BE SURE TO ANSWER VERY FAST when someone contacts you.
- Get a Google voice number so you can get a text the moment someone leaves a voicemail.
- Set up an email alert on your phone so you can see when someone reaches out to you by email.
- Your response time is critical Im talking minutes, not half a day or the next day.
- The #1 reason people lose sales for this type of service is that they dont respond in a timely manner.
- The people youre prospecting are busy so if you get back to them within 5 minutes, you increase your chances of reaching them and closing the sale by over 20 times.
Marketing Tips To Prepare Your Lawn Care Business For Spring
As 2018 winds down and we move into the new year, its time to start thinking about taxes, winter services, new equipment upgrades oh yeah, and marketing your lawn care business for the spring.
If youre in a downward swing of services and income in the winter, its no doubt youre probably getting amped up for March and April services. And you most likely want a big season opener after feeling like youve been skimping by the last and first parts of the year.
Whether you have a marketing budget set aside or are using this time to think about advertising ideas when the time comes, marketing your lawn care business for the spring starts right now! You want to be at the top of your customers minds at the start of the new season both traditionally and digitally.
Here are nine ways to accomplish that goal:
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Execute Your Lawn Care Business Plan
The final step is following the steps you’ve put together.
For example, if you wrote in your plan that you intend to have 20 customers by the end of your first month of operation, you’ll be more likely to get them than if you hadn’t written anything down. Specifics give you a clear understanding of what 20 customers means for your business versus a vague “as many customers as possible.”
Similarly, suppose you budgeted to spend $500 a month on fuel expenses, and you go over budget. In that case, you’ll have an idea of cash flow, how many hours to work, or how many customers you’ll need to make a profit.
Writing a lawn service business plan takes time, but it will be time well spent in establishing business success.
Create An Ultimate Lawn Care Business Plan In 7 Steps
Starting a lawn care business is a great way to become an entrepreneur with low barriers to entry. For the most part, it means you need to get out in the community, make connections and start caring for lawns.
However, there’s much more to having a successful business than day-to-day work. For long-term success, you need to create a lawn care business plan to help you think through daily operations and how youre going to generate revenue.
Some business owners view a business plan as a bunch of paperwork that needs to be filled out quickly. But a business plan represents the work you need to do to achieve your financial goals.
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Hire Only The Best Workers
As a lawn care business owner, the people you hire to work for you can make or break the company. This is why you need to find the best lawn care workers for your business
Chances are, your lawn care staff will have more face-to-face interactions with customers than you do. For this reason, you need to be sure your workers know what theyre doing. This isnt just about knowing about lawn care or landscaping either make sure your staffers are best equipped to get work done punctually and with integrity.
It is also important to ensure that your lawn care workers can handle tense situations with customers. A situation may arise when a customer is having a bad day the last thing you want in a scenario like this is an employee who flies off the handle. This can cause great harm to your lawn care business, especially if its in the earlier stages.
As you are going through the onboarding process, be sure to have a list of requirements that each of your staffers meets.
Reach 79% Of Potential Landscaping Customers On Facebook
Facebook marketing is crazy popular, and with good reason.
- 79% of online Americans are on Facebook
- Thats 68% of ALL Americans
- 75% of them go on the site everyday
In other words:
Its a huge opportunity for lawn maintenance advertising.
Many business pages organic reach have declined sharply. For some, its as low as 2 PERCENT.
That means you have to pay up for an ad, like this:
I recommend running Facebook ads at the same time youre mailing your landscape postcards.
You can match your Facebook ads special offer and design with that of your direct mail campaign.
So your prospects see ONE cohesive marketing message whether they receive your landscaping postcard in the mail OR see your ad on Facebook.
Plus, get this:
So if youre mailing your lawn services postcards to all the homeowners in Nashville, TN, you can then target those same exact people on Facebook in Nashville, too at the SAME time.
This coordination of mailing direct mail plus simultaneously showing matching Facebook ads gives your prospects the perception that your landscape marketing is almost everywhere.
Its called Everywhere Small Business. With it, your landscaping business can simultaneously target prospects with:
- AND Facebook ads.
And YOU dont have to do anything.
Essentially your landscaping marketing will be shown EVERYWHERE your prospects already spend their time, generating the following:
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How To Get New Lawn Care Customers
5 min read
If you have an entrepreneurial spirit and you love the freedom of working outdoors, it is no surprise that you’ve decided to launch a lawn care business. This type of business offers a win-win situation for yourself and clients.
You get the chance to provide a service you love to offer, and your customers get the benefits of a meticulously manicured lawn without the hassle and expense of investing in lawn care equipment or spending a precious Saturday afternoon doing hard work on a day off.
Always Keep Communication Open With Your Clients
Failing to stay in touch with existing customers is an extraordinarily costly mistake.
The biggest asset your company has, along with its employees, is its existing customer base people whove already given you their ultimate vote of confidence:
Existing customers are not only a source for current business, but also for referrals.
So its VERY important you keep in touch with customers because they could generate MORE business for you!
One way to keep in touch with existing customer is by sending them a monthly email newsletter.
You can feature almost anything in your newsletter, but here are some ideas:
- Current specials
- New changes to your business
- New services youre adding
- And how you help the community.
Motivate your employees to be friendly to customers when they see them. Just a simple hello shows your customers you appreciate them, and:
Any potential prospects nearby will notice your teams friendliness and remember it!
People love to buy from those whom they LIKE.
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Three Considerations Before You Get Started
With steady growth and consistent demand, the lawn care industry isnât going anywhere anytime soon.
The facts are clear: There will always be green spaces that require a professional.
Entering the industry has a lot of perks. Flexible schedules, a steady stream of recurring business, and creating your own custom menu of lawn care offerings makes this a tempting career path for any entrepreneur looking to blaze their own trail.
However, keep in mind that there are a few hurdles to clear in order to thrive:
Make Use Of Online Classifieds
Online classifieds are places where people can publish small ads which can either be paid or unpaid. Users can either list services they are looking for or services they offer to their clients.
There are various online classifieds available, such as Craigslist, Angies List, eBay Classifieds, and even Facebook Marketplace. Admittedly, discovering and screening potential clients on the internet can be a time-consuming procedure.
Some classifieds, such as Craigslist, have a bit of a reputation for shady deals and dubious job postings.
However, the platforms inadequacies make it easier for you to stand out in the crowd and gain business deals. If you receive a request for lawn care services, simply respond with a short email.
You can quickly introduce yourself, your company, and the context of your email. Next, you can talk about the services you can provide in response to the classified ad request, plus any extra lawn care services you can provide.
You can also quickly discuss the advantages your services will provide. Then schedule a brief phone call with them before obtaining a quote for your services. Also, ensure the prospective client responds to your email by asking them a question or providing guidance on how to get started.
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Six Tips On How To Get More Lawn Care Customers
Customers are the lifeblood of any business. Even the best business plan and most devoted workers cannot thrive without customers. This is as true for lawn care businesses as it is for any other establishment.
Any serious business knows the importance of customers however, getting lawn care customers takes work and strategy. Success in the lawn care industry requires the proper strategies moreover, at the heart of these strategies is knowing how to attract and maintain customers.
At the end of the day, customers will either make or break a lawn care business. Therefore, it is vital for lawn care business owners to know the following six tips to get more customers looking for service.
Create Spring Related Website Content
If you already have a website, it would serve you well to optimize some pages on your website for spring related services. For instance, if you have a Services page but no service pages for each individual service, start by creating pages for those services that can be performed in the spring, like the above mentioned aeration and fertilization.
Having individual pages for your services, especially utilizing localized keywords, is sure to give you the extra boost in search engine rankings when the start of the season rolls around.
Already have optimized service pages for these? Start writing a blog based on high profile keywords in your area. People in your area might be using Google to research things like, When to lay grass seed in the spring? If this is the case, it would be an excellent opportunity to write a blog post on your site about the different considerations for laying grass seed, such as how compacted the soil is and how you can ensure strong growth with fertilization throughout the spring and summer.
Creating posts like this based on searched questions and queries attracts customers who may want to hire a professional after understanding what goes into growing the lawn they want.
The best part is, you dont have to just write a post and only capture search engine traffic, you can also utilize it as content on social media and share to potential customers who may want that perfect lawn, but havent thought about the steps they should take to get there.
It Is The Best Branding Tool For A Business
No matter the investment a company makes to spice up its image, it all boils down to the perception that the people have about it. If the people perceive it negatively, the bad image will continue to linger in peoples minds.
Great service turns every customer into an ambassador. Every possible word they utter creates a brand in peoples minds. If the service is terrible, the company will have to deal with negative energy from all corners.
Customer service does not come naturally, its something that has to be practiced. The management has to instill it as a culture of choice. To do that, one must commit to these crucial minimums:
- Develop a customer service policy
- Train the staff and keep them updated
- Arm the team with the right resources, tools, and gear
- Show them by example how to serve customers
- Measure and strive to improve customer satisfaction metrics
EDITORS NOTE: This article was written by Gabe Nelson. Nelson is a content specialist of over 7 years of experience, working for YourGreenPal.com. He has a passion and keen understanding when it comes to knowing how to start a lawn care business inside and out.
Optimize Your Social Media Pages
Have you been neglecting your social media pages this season? Its easy to do when youre out in the field and running your business. Finding the time for proper marketing, branding, and maintaining a professional, online appearance is difficult.
Whether most of your customers come from social media or not, people are looking for your brand not only through search engines like Google or Bing, but also through social media. Theyre looking at your community presence, your brand personality, the quality of your work, and most importantly your reviews on multiple platforms.
Residential customers are looking at your Facebook profile while commercial clients are taking a look at your professional appearance on LinkedIn.
Take the time this winter to give your social media pages a professional makeover. If youre not sure where to start, take a look at this guide on how to .
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Come Up With A Marketing Plan
It would be wonderful if customers were bombarding you with offers when you launched your business, but thats probably not the case. It takes time to build up a business and a name for yourself.
The good news is that creating a lawn care marketing strategy for new customers doesnt have to be expensive or time-consuming. In your first year, you may want to focus on getting recurring customers and building up a good reputation.
Referrals or word-of-mouth marketing is still extremely powerful. When you complete a job, you can give the client several business cards so they can pass them on to their network.
You can also advertise on social media so future clients can see your handiwork. You can create posts on Instagram, Facebook or TikTok that show you in action, your completed work or testimonials from happy customers.
Not Knowing Legal Requirements
Legal red tape may be a nightmare, but do you really want to tempt fate with the even worse nightmare of being in trouble with the law and attracting harsh government penalties because you did not follow legal requirements?
Thats why when you start a lawn mowing business in Australia, you need to be aware of important legal requirements before you start, so they dont bite you in the butt when you finish. Heres a list of government websites by State that can help point you in the right direction early on.
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4) Connecting on LinkedIn
LinkedIn is a great way to connect with potential customers, especially those in your area. If you have a profile set up, be sure to connect with people on LinkedIn who fit the demographics of your ideal customer. Start by using the search bar, typing in keywords such as lawn care or landscaping. Next, find people who might benefit from your services and send them an invitation with a personalized message outlining what you do.
5) Having new service specials
The best way to get new customers is by having a service special. When you advertise a service for less than the usual price, your business will stand out from the competition. Plus, if its only for a limited time, customers are more likely to sign up before you go back up in price.
6) Consistency with follow-ups
When you first start out, getting enough customers will be tough. However, once you get some momentum itll become easier and easier. One of the best ways to get your first few customers is by starting with the ones you know. Ask friends, family members, neighbors, teachers or coaches if they need lawn care service this season. You might be surprised how many people say yes!
7) Cold calls with a script
Cold calling is a tried-and-true technique for building your business. Use these tips, scripts, and tools to increase your chances of landing the customer you need:
- Make sure you know what youre talking about. You cant sell a service if you dont know how it works.