Marketing & Sales Insight for the Lawn & Landscape Industry

As the lawn and landscaping market becomes flooded with an increasing number of competitors, your brand identity is more important than ever before. It’s your brand that represents who you are, as well as what you can offer customers, and it’s that identity that can be a differentiator.

Marketing a lawn care business often carries with it a degree of experimentation.

Unfortunately, trial and error can mean wasted money, time, and missed opportunities to get more lawn care customers.

You already put so much blood, sweat, and tears into growing a lawn care business. The last thing you want is to rub salt in the wound with tactics that pan out to be a colossal waste of time (and money).

To be "well positioned" is to be known for something. That is, unique in the mind of your prospects and customers.

In contrast to this are the majority of companies in the lawn and landscape industry who are undifferentiated and indistinguishable from each other. "Just Another Landscaper", as I like to say.

As I'm sure you're well aware, many companies in our industry – maybe even you – are not making the money they could be. A lack of profitability is a symptom of a positioning problem and a weak – or non-existent – unique selling proposition (USP).

Making more money (i.e. profit) begins with a thoughtful positioning strategy for your business. Only in rare cases does it happen by accident.

About 15 years ago, a “RotoZip” saw was on my Christmas wishlist. I just had to have it. 

As of today, I have yet to use it. 

The tool, itself, is fantastic. I can think of many practical uses. Ironically, the RotoZip would have been perfect for cutting a hole in my drywall, just a month ago. 

But...I forgot all about it. It has been collecting dust in my tool cabinet.

At one point, video production may have found its way onto your wishlist. 

Maybe you spent a ton of time creating your own videos. 

Maybe you paid a videographer a few (or tens of ) thousands of dollars... 

Big investment...and yet there the videos sit...

“They had no clue how much a patio/lawn program costs.”

“We don’t even do [insert service]!”

“Ugh! They’re not even the decision-maker!”

Sound familiar? Do you ever get the feeling that your lawn care or landscaping prospects are clueless tire-kickers that just eat up all of your precious time?

Maybe the problem isn’t your prospect. Maybe your website does a lousy job of disqualifying bad-fit leads.

I've written an awful lot about the principles of positioning on this blog over the years. That's because I want you to be different from every other landscaper or lawn care operator out there. I want you to be in demand and make the money you deserve for working your asses off.

Creating a unique identity and carving out a position in the marketplace (and your prospects' minds) isn't easy. In fact, it takes a lot of courage and sacrifice, which is why most companies don't go down this road and instead settle for being Just Another Landscaper.

My wife and I were friends for an excruciating period of time until I got the first date. 

When it did happen, I did not want to disappoint her. 

✅ Dancing in the cold to our favorite songs at the park. 

✅ Checking off her bucket list item of “flying a plane” with a flight lesson. 

✅ Poetry.

✅ Candlelit dinner.

This hopeless romantic pulled out all of the stops. No way was I letting this one get away. And the romantic gestures continued. If we ever meet, ask me to tell you the story of how I eventually proposed to her. 

When it comes to how you treat your new lawn care or landscaping customers, it may be good to take a lesson from this.