This series of videos highlights both good and bad decisions when it comes to the words you choose for the homepage of your lawn care and landscaping website.Read More
Marketing & Sales Insight for the Lawn & Landscape Industry
What makes your company unique? If I asked you to list a handful of traits that, in total, truly differentiated you from your competitors, what would you write down?
I would guess that your list of traits would be very similar to those of our clients we've taken through this same exercise. It might look like this:
- The quality of our work is better
- Our customer service is better
- We offer better pricing
- We are more dependable
- We are more professional
- Our staff is more educated
- Our staff has more experience
- We have better relationships with our vendors
- We have more personal relationships with our clients
"Better" is subjective.
And "more better" is never a sound business strategy.1Read More
In my last article I suggested you limit your production capacity at least until you reach the profit margins you desire.
In this article I'll give you some tips on how to manage your capacity. But, first, a caveat to this discussion...
The stronger your positioning the easier it will be to manage your company's capacity for work, and thus reap the benefits that come along with this strategy.
On the flip side, a full service one-stop-shop trying to be all things to all people will have a difficult time managing production capacity in a logical and strategic way as compared to a company with a crystal clear identity.Read More
We've already burned through the first month in a new year, my friends. Wow...
At Landscape Leadership 2018 was one of our best years yet. I can say that based both on the financial goals we achieved as well as the meaningful impact we had on the green industry companies we work with.
I hope you had similar success in 2018.
In this article I want to share the single strategic initiative that I believe led to our success last year.Read More
Roll back the calendar...it’s 2016. I’ve had my own frustrating experiences marketing at a $13 million lawn and landscape company and now, after coming to work at Landscape Leadership, I have realized my misfortune was a common green industry marketing epidemic.
Ask me the question, “Is Pay-Per-Click (PPC), specifically with Google Adwords, a good idea for a lawn care company?”
The answer then was, “No. Stop wasting your money.”
But...now I would say, “Maybe…” Let me explain why.Read More
“Yeah, we tried postcards and mailers and they didn’t work. Oh, and we spent all this money to put ads in this magazine and that was a bust too.”
I get it. I managed an annual marketing budget of over $300,000 for many years for a full-service lawn and landscape company and tried all sorts of mailers and ads. Unfortunately, it’s a lot of trial and error.
But, I may be able to spare you some frustration. After all, if you’re dropping tens of thousands of dollars each year on lawn care and landscaping mailers or advertisements, you should be able to achieve and measure success, right?Read More
In my last article, "Squashing the Full Service Myth", I called bull shit on this idea that your customers want a one-stop shop for all their outdoor needs.
I can summarize it like this:
If "full service" is your company's calling card then you are undifferentiated to the point you are easily replaceable by any competitor claiming the same.
"Full service" is not a strategy, my friends. I think of it more as a "happy accident" you've either intentionally or unintentionally grown into.
While offering every service under the sun may seem like an ideal way to grow top line revenue (spoiler: it's not), this approach to diversification will undoubtedly limit your profit potential.Read More
Here's a topic that might ruffle some feathers.
It's what I call the "Full Service Myth". It's pervasive throughout the lawn and landscape industry.
It sounds something like this:
"Our customers want a one-stop shop."
I call bullshit on that.Read More
Have you considered spinning off one of your service offerings or divisions into a separate company and brand?
This is not an uncommon strategy in the lawn and landscape industry. We've worked with numerous companies who have attempted this.
Here are a couple off the top of my head:
Kingstowne Lawn & Landscape -->
-> Kingstowne Pest Defense
-> Kingstowne Home Services
Neave Group Outdoor Solutions -->
-> Neave Pools
-> Neave Decor
-> Neave Masonry
-> and others
This is exactly what Archie and the Greenbelt team are scheming about in our Green Ways comic.
Greenbelt Outdoor Services -->
-> Greenbelt Pools
-> Greenbelt Lawn Care
-> Greenbelt Tree Care
In the branding world this strategy is referred to as "brand extension".
Let me be clear: I'm not endorsing this strategy. I'm simply calling it out for what it is and offering an honest assessment of the opportunities and risks in this article.Read More
Just as photography has the potential for a positive reaction, it also carries the tremendous capacity to leave a very bad taste in your mouth. As our friends at Greenbelt Outdoor Services in this week’s Green Ways comic are realizing, what they expected is not what they got. It’s like when a cook substitutes, miscalculates or completely omits an ingredient. Yuck!
The old saying of, “A picture’s worth a thousand words”, definitely holds true. If you’ve been following our content for some time, you’ve heard us advocating for the value of professional photography for marketing landscaping, lawn care, and tree services.
But your picture’s “thousand words” are going to come across as bitter, dry, flat chocolate cake if you leave out the necessary ingredients or don’t execute them in a specific manner.Read More