Marketing & Sales Insight for the Lawn & Landscape Industry

Okay, MAYBE Pay Per Click (PPC) Can Work for Lawn Care Companies (A Recent Update)

Chad Diller

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.

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5 Reasons Your Lawn Care & Landscaping Mailers and Print Ads “Don’t Work”

Chad Diller

“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?

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3 Ingredients for a Perfect Lawn Care or Landscaping Photography Shoot

Chad Diller

Purchase our entire collection of Green Ways comics on Amazon

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.

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Landscaping Portfolio Pictures Worth a Thousand Words & Millions of Dollars

Chad Diller

This article originally appeared in Turf Magazine, where Chad writes a monthly column offering sales and marketing tips for lawn care and landsape companies.

Our society is bombarded with images. In the 1970’s, the average American saw 500 advertisements a day. In 2017, that number has increased tenfold. And that’s merely commercial advertisements, not to mention all the cat pics and selfies.

Our brains can only absorb so much. In order to prioritize limited memory space, information is subconsciously sorted and many of these images are discarded.

The old saying goes that “a picture’s worth a thousand words”. But when a prospective client sees your company’s images, will the first word in their brain be “Meh...”, triggering the mental garbage disposal?

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Some Thoughts On Your Annual Marketing Budget (or, Why I'd Like You to Spend More Money)

Chris Heiler

Purchase our entire collection of Green Ways comics on Amazon

'Tis the season for budgeting.

You have started... right?

Here's a question you might ponder during the budgeting process:

"Why should we spend money on marketing when we have all the work we can handle?"

This is actually a common objection raised in conversation with business owners, especially when the economy is doing well.

I'll respond to this with a few questions of my own.

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See How Easily You Can Use These 5 Elements of Storytelling to Sell More Work

Chris Heiler

No one connects with their audience better than Hollywood. They do it with a formulaic storytelling framework that keeps our squirrel brains (and butts) in our seats for 90+ minutes.

You can use this same proven framework to develop effective messaging for your lawn and landscaping company. Your "script" will influence the following:

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How Hollywood Can Help You Defeat the Curse of Knowledge Haunting Your Business

Chris Heiler

Purchase our entire collection of Green Ways comics on Amazon

Can you sympathize with Jake in this latest Green Ways comic? I sure can. I've faced the same blank stares you have when trying to explain what it is we do for our customers.

What Jake – and all of us – suffer from is a "curse of knowledge": We assume that other people know the same things we know. Therefore, this cognitive bias causes us to believe that people understand us a lot better than they actually do.

Our lack of clarity in our messaging is confusing prospects and customers, which ultimately leads to lost opportunities.

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How Client Feedback Can Catapult You Into Stardom

Chad Diller

This article was originally published in Turf Magazine, where Chad writes a monthly column about sales and marketing tips for landscaping and lawn care companies.

Your company and its team have a loyal following. In fact, you get constantly reminded of it through e-mails, handwritten notes, raving reviews, and kind words every day. On tough days it’s just the encouragement you need to keep your head up.

There’s only one problem—you’re realizing not enough people know you. Your lawn care or landscaping company’s reputation is almost as obscure as a D-List celebrity. Some people may have heard of you, but most of the public has no clue just how wonderful you are. But with the right representation, you could have a crowd of raving fans ready to follow you anywhere you go, even if they’ve not yet done business with you.

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Practical Advice From 3 Experts on Wrapping Landscaping Vehicles

Chad Diller

Purchase our entire collection of Green Ways comics on Amazon

Good ole’ Eddy...always busting one of Greenbelt’s guys’ chops every time he gets the chance. But who is the real punchline of this joke? Is it the ultra-minimalist whom people scarcely notice or is it the landscaping company that is impossible to miss?

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7 Tips to Train Your Production Team to Find Quality Leads to Grow Your Landscaping or Lawn Care Business

Chad Diller

This article originally appeared in Turf Magazine, where Chad writes a monthly column about sales and marketing for lawn and landscape companies.

It may not be everyone's’ job to prepare proposals or close a deal, but it certainly is the responsibility of each person on your team to help your green industry business grow.

Salespeople live for the hunt, kill and bragging rights of bringing in a ton of revenue. On the other hand, it’s very common for production workers to mainly be motivated by productivity and workmanship. After all, if they wanted to be a salesperson, they probably wouldn’t be spraying lawns or laying pavers. Typically, selling doesn’t excite them, and in many cases, they’re even intimidated by the idea.

However, there always seems to be a small percentage of production workers that love talking to clients, or even walking over to next door neighbors and telling them how great it would be if they joined your customer family. These team members can bring in awesome leads. Wouldn’t it be great to have more people like them?

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