Marketing & Sales Insight for the Lawn & Landscape Industry

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).

The way lawn care is sold online is a hot mess.

Yes, I'm referring to your website.

Trust me, I've reviewed hundreds of lawn care and landscaping company websites over the past 12 years, and, most significantly, how your programs and pricing are being presented to potential customers.

Like I said... hot mess.

Which means you're losing sales and leaving a boat load of money on the table.

The main problem, as I see it, is that you don't fully appreciate what you are selling.

"Choose between our 7-visit program... our 9-visit program..."

Rather than selling "visits" you should be selling a "transformation". Sure, you're charging for "treatments" but your customers are buying a "healthy lawn".

Do you struggle to sell more landscaping services because you feel like you're constantly playing phone tag with prospects?

Arranging the best time for phone calls, video conferences, and on-site consultations is a lot of frustrating back-and-forth!

One way to make selling landscaping services easier for you (and prospects and customers) is to use an online meeting scheduling app.

In this video, you'll learn how to set this tool up, see some practical use cases, and understand how this simplifies the landscape sales process.

The following article was written by Lindsey Getz and based on a recent Landscape Leadership survey of 50 in-house marketers at lawn and landscape companies in the United States and Canada.

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Is marketing a struggle in your lawn and landscape business? 

If you’re a lawn care or landscape business owner or manager, you might feel disconnected from the marketing effort or unsure whether it’s actually achieving your big-picture goals. Perhaps you have an idea in your head of what the marketing efforts should be accomplishing but, if you’re honest with yourself, you aren’t overly invested in how it’s actually playing out.

If you’re handling your company’s marketing duties, you might sense that disconnect as well—but feel that others at the company don’t really understand or value your role. You might feel as though you’re off on your own.

Landscape Leadership recently conducted a survey of in-house marketers (at green industry companies) to pinpoint some of their most significant challenges. A sense that marketing efforts were disconnected from the company’s primary operations and overall vision was certainly conveyed in the results.

Happy customers…. Check ✅

Who love spending money with you… Check ✅

Who rave about you to their friends… Check ✅

These goals are what inspire your team to stay productive.

But sometimes, customer experience doesn’t reflect what you’re trying to accomplish.

• They think you don’t care about them. 😣
• They say you’re too expensive. 😱
• They tell friends you’re difficult to work with. 😡

I get it. Over my past 20+ years in the lawn and landscaping industry, I’ve seen these admirable goals collide with busy, frustrated customers.

This compounded when the modern digital age rapidly changed consumer behaviors and raised their expectations.

I want to tell you a story about a landscaping company that no longer exists.

A short time before their demise they were regarded as the most creative and successful design/build company in their local market. They were one of the three largest as measured by annual revenue. They were the company to work with and work for.

I worked with this company. Unfortunately, I was there to see it come to an abrupt end when it was sold for peanuts and absorbed into another local landscaping company.

It didn't have to happen that way.

This is a guest post written by our friend, Lindsey Getz, who contributes regularly to many of the lawn and landscape industry publications you are familiar with.

Adjusting to life and business in the midst of a pandemic has been no simple feat. But there’s no question some industries have been hit harder than others. While the Green Industry as a whole has fared well—after all, we were amongst those businesses declared “essential,” even early on—those lawn and landscape companies focused on the B2B market have had a more challenging time.