Marketing & Sales Insight for the Lawn & Landscape Industry
We spend a lot of time talking about the things that landscape business owners should be doing. But there are also some things that landscape company owners should stop as soon as possible.
One of the biggest problems that we see is that company owners can’t get out of their own way. In other words, they fail to delegate responsibilities and they try to tackle too much on their own.
It’s not uncommon to see a landscape company grow from the $800,000 to $1.2 million range—but then get stuck.
Oftentimes, this is largely due to the failure to delegate to others while elevating themselves in their own role.
According to Chris Heiler, Landscape Leadership’s CEO and founder, when landscape business owners fail to give up tasks that they should have other employees handle, they can stifle their own growth.
“As the owner or CEO, it’s important that your day-to-day responsibilities match your role rather than taking on tasks a team member could handle. This is the only way to grow your company without being stretched so thin that you’re miserable—or having a heart attack”, says Heiler.
Joshua Malik, owner of Joshua Tree Experts, with two Pennsylvania locations (and a burgeoning franchise business), says that he calls it “delegate to elevate.” Recognizing that you can’t truly grow if you’re handling everything on your own is critical.
Let’s dive into some of the tasks that landscape company owners attempt to tackle on their own and why that can be so problematic.
Since 2017, we’ve worked with Joshua Tree Experts to create hundreds of useful blog articles to answer common questions their prospects and customers have.
It’s paid off for them. We’ve seen huge gains.
- They now get 27x the website traffic.
- There has been a 311% increase in tree service, lawn care, and pest control leads
- This translates into hundreds of thousands of dollars in revenue.
Great blog articles are a foundational must as you can see from the results above. Recently, we decided to take their content marketing strategy to the next level to gain even more traffic and leads. To do this we created educational videos that are also entertaining (edutainment).Read More
Prospective customers have a lot of Frequently Asked Questions (FAQs). Are you the expert they can conveniently turn to?
Your prospective landscaping and lawn care customers want easy-to-find, meaningful answers. However, back-and-forth, repetitive conversations aren’t always easy or convenient (for all parties).
There should be a way to remove friction from the FAQ process.
Good news…there is. Properly leveraging written content and video can answer FAQs which can mean growing your landscaping or lawn care business with happier, ideal-fit customers.
Your prospective client needs help visualizing their own success. Don’t just show the product or service you sell. Show how your clients use the product or service. The most successful brands do this and people are conditioned to respond positively to it.
Models or actors are wearing the clothing. They eat the food. They drive the vehicles. They use the devices. They enjoy lives that are a direct result of the product or service.
One of the most powerful ways to have maximum marketing impact is to have your landscaping or lawn care customers appear in your marketing images and videos.
There’s just one big problem. That’s often easier said than done. How do you get customers to help? What do you do when they’re camera shy? Are there other alternatives?
If you’d like your landscape company to not be seen as Just Another Landscaper, using video during your sales process is a great way to stand out.
Not only can video improve the experience for everyone involved, but it can also help you sell more landscape design-build projects.
You’re probably sick of dealing with prospects who get multiple bids and lose interest along the way. And, I think you’re likely fed up with wasting time and missing out on better opportunities.
Does this sound familiar?Read More
In a previous article, we talked about call tracking and how it can play an important role in keeping tabs on your marketing campaigns. In this follow-up article, we’ll talk about QR codes, which can be an additional useful tool in your marketing toolbox.
If you were to take a guess when QR codes first came out, what would you say? Five years ago? Maybe ten?
If you guessed anywhere in that vicinity of time, you might be shocked QR codes were actually invented in 1994. They’ve been around much longer than most people realize. But it’s true that they didn’t become much more widespread in use until the last decade or so.
In fact, since the pandemic has driven us into a more “contact-less” environment, you might be seeing QR codes more than ever. Restaurants started using them for menus and many retailers for checking out at the register. You might even remember an ad from Super Bowl LVI that featured a bouncing QR code for Coinbase, a cryptocurrency company. That ad was so popular it actually crashed the app.
One reason why QR codes have recently seen more widespread adoption is improved ease of use. While users previously needed a special reader app in order to scan a QR code, today a phone camera will open them quickly and easily for anyone.
Though there are many clever ways to use QR codes, they were invented for the purpose of tracking and when it comes to your lawn or landscape marketing efforts, that’s why you might want to consider using them.
This article is the first in a two-part series diving deep into how to better track your offline marketing efforts. Next week's article will focus on the use of QR codes.
While your website can be a top generator of online leads, most lawn and landscape companies also get plenty of business over the phone. Accurately tracking what led that prospect to call you (whether it was a postcard mailer, a newspaper ad, or somewhere else) can be really challenging.
You have to remember to ask how they heard about you—and frankly, that doesn’t always happen. Sometimes, prospects have seen your company name in more than one location before they actually pick up the phone and call and you’re left to rely on what they recall in the moment, versus what actually prompted their call.
Asking, “How did you hear about us?”, is not a reliable tracking method.
The answer to this challenge is call tracking. Call tracking is exactly what it sounds like—it’s the process of using software to track which marketing campaign led to the phone call. If you’re not using call tracking, you’re probably having a really difficult time making marketing decisions—such as whether that $10,000 postcard mailer last season was really worth it or not.
In this article, we’ll discuss call tracking in more depth including why it’s important for lawn and landscape companies and how you can get the most out of it.
Selling landscaping is time-consuming. As I think back to my 10+ years in sales, this is what I remember most:
- Long hours preparing paperwork and estimates
- Tens of thousands of calls and emails
- Too many meetings to count
It’s been said that “the sky is the limit” when it comes to sales. However, success is limited by time. There’s only so much of it. It’s the one thing that salespeople are the most protective of.
Part of being a great salesperson is about becoming more efficient with your time. It’s learning how to close deals more quickly and with greater ease. It’s about doing the right things for the right people at the right times.
As I recall hundreds of conversations I have had with sales professionals, one thing is very apparent...Selling landscaping services is still pretty “Old School”. Many leading green industry companies still have outdated methods.Read More