Landscaping Marketing Company Discussing Lawn Care Business Income Potential

Seeing The Earning Potential For Your Lawn Care, Landscaping, or Irrigation Business Based on the Value of Each Client

When a lawn service or landscaping business calculates its numbers, it gives them the clarity of raw numbers it needs to know which allows them to know how much they can spend to acquire leads/clients and this is what big businesses (not just the green industry such as TruGreen or Brightview, but Target, Best Buy, etc.) primarily focus on:

This can somewhat be a technical subject for those who are new to business ownership or have never broken down their numbers in this fashion – but it’s imperative to know.

is owning a landscaping company profitable

This Crucial Unknown Metric Most Lawn & Landscaping Businesses Don’t Know

One of the most important metrics in your business is knowing how much each client you obtain is worth to your business.  Once these numbers are calculated, everything else (labor, materials, equipment, office staff, etc.) can be fit into place when it comes to budgeting.

Giving you an accurate picture to grow your business in all aspects – hiring employees, investing in new equipment, and more. It all begins with knowing how much a client is worth to you.

This cannot be stressed enough, these numbers are POWERFUL because they give your company the ability to know exactly how much can be spent to acquire clients.

One of the best ways to describe how essential knowing the value of every client is to your business is if you’ve ever seen advertisements (online and offline, generally from larger local & regional or even national companies) for services at prices far below the “going rate”.

Most green industry business owners will simply balk at this & lash out by saying…

“Man! How are we supposed to compete and make a living with prices this low?! I’m done!”

The most unfortunate part of this thought process is that it’s incredibly short-sighted!  The biggest profits are in the higher ticket & higher-margin back-end services, for example in lawn maintenance this would be having the front-end service be weekly/bi-weekly mowing and the up-sell (back-end) services such as:

  • Spring Clean-Ups/Dethatching
  • Fertilizing/Weed Control
  • Shrub Trimming
  • Overseeding/Aerating
  • Fall Clean Ups & Leaf Removal
  • All Landscape Design/Construction Services

The same process can be replicated when advertising to acquire landscape design/construction clients (dropping margins to obtain sales) with the ever-present goal to sign on as many of those clients into recurring maintenance packages. This practice can also be done with any first service to entice a client to sign on and then up-selling them (ie. 1 free fertilizing application if they sign on for the season with 5 total fertilizing/weed control applications). . . the possibilities of these promotions is endless and requires testing which offers convert best (get the most clients) and the direction you want to take your company.

When a business knows the average lifetime value of a client, they know their numbers and how long it takes for them to get an R.O.I. on their advertising and then eventually make a profit after a certain point in time.

Calculating How Much Your Lawn Care or Landscaping Business Can Make

When a company is willing to run an ad promoting low-priced front-end at break-even or potentially lose money strategically (such as the free month of mowing when a client signs on for the season, or free spring clean up with signing on for mowing for the season are just some of many examples), the majority of the time they know their numbers and how long it takes for them to get an R.O.I. on their advertising and then eventually make a profit after a certain point in time because they know the average lifetime value of a client.

So many business owners don’t know these numbers and it really hinders knowing how much they can invest into advertising and worse, it prevents them from calculating how to grow strategically.

“He who can outspend his competition to acquire a client, wins.”

– Business Owners That Know Their Numbers

The company that’s spending more on advertising (for ex. beating their competition in the organic search rankings or bidding higher to pay more per click on Adwords/Facebook) is certainly well aware they may be losing money at their front-end (ex. deeply discounted weekly mowing for the first year or a landscape installation that’s 20% off, etc.) but they will make their money back & eventually become profitable from:

This puts your company in a powerful spot by purely being able to outspend and push out your competition (especially online with pay-per-click on Google Adwords & Facebook Ads) who is still complaining about your ad for a low-cost front-end service and how it’s “undercutting”.

Calculating Long Term/Lifetime Client Value

There are two main factors that must be determined right away:

Landscape & Lawn Care Marketing Company Sets The Standard For Results & ROI

Many agencies will put together an incredibly fancy website filled with have creative slogans regarding their culture, having dogs in the office, pictures of their team enjoying happy hour at the local brewery. For Landscape Marketing Pros, they are the complete opposite. Their belief is a marketing agency is only as good as the results it produces for its clients, and its top priority should be that. Happy clients will equate to a happy marketing agency team.

The results they focus on are return on investment. If their client invests into Landscape Marketing Pros’ digital marketing service program, (which averages $12,000 – $18,000 per year), it is a fair assumption they will increase the client’s revenue by at least 3x-5x that, in many cases, it has been over 10x. This is contingent on the client being able to price accurately, sell their service effectively, fulfill quality work and provide excellent customer service.

On Landscape Marketing Pros’ YouTube Channel, they recently shared a client’s testimonial. This client is a Minnesota based, family-owned and operated lawn care, landscaping, irrigation and snow removal company. When the client got started working with Landscape Marketing Pros in April 2019, they were operating out of their pole barn at a residence. Fast forward to January 2021, the company has since increased sales by over $1MM per year and now operates out of a 5,000 square foot facility on 4.2 acres and has added several employees and crews.

digital marketing for landscapers

Matt Wacek, Founder of Landscape Marketing Pros stresses the importance a digital marketing agency should have for its clients to get a return on investment. Especially for those looking to get started with offer digital marketing services. “If someone is investing their hard earned income into your agency’s services, whether it be a website design plus SEO, pay-per-click advertising management, social media advertising services or creating offline advertisements, return on investment over everything. The only companies that invest into advertising for “awareness” purposes and are not looking for a direct ROI are primarily going to be the giant companies – McDonalds, Coca Cola, etc. If a small business that’s locally owned and operated comes to your agency – it’s critical to be producing an ROI for them so they can continue growing.”

Landscaping Marketing Company Launches New Comprehensive Service Package

Lawn Care, Landscaping & Irrigation Focused Digital Marketing Agency Unveils Results-Backed Service Package

For most digital marketing agencies, it is commonplace to serve businesses in all verticals, whether it’s the local construction company, a restaurant or an e-commerce shop. Sometimes they will stick with their local area and become the localized specialist, or they spread across the country and work with clients nationwide. However, an increasing trend among the digital marketing service industry is agencies that focus solely on a single niche or vertical. Such is the case with Landscape Marketing Pros, a digital marketing agency based in Minnesota. Their founder Matt Wacek, owned an outdoor service company that provided lawn care, landscaping, irrigation and snow removal services. He operated that business from 2011 to 2016 and in 2017, took his expertise and knowledge learned with over a decade of experience in the industry to launch Landscape Marketing Pros. He knew from the beginning that the best way to stand out in a crowded market was to become the go-to expert for marketing a lawn care, landscaping or irrigation system company.

Landscaping Marketing

Background

In the beginning stages, they took on whatever work they could – a lawn care website design, the sporadic opportunity to do SEO for landscapers, creating and managing cold-traffic Facebook ads for tree care companies. Albeit it was for companies in their niche, but the sizes of the companies were across the board – from mostly single operator start-ups to some 6 and 7-figure enterprises. Vastly different budgets, goals and implementation methods made for difficulty creating the big “wins” for their clients that would create social proof to help the agency bring in more prospects.

The Switch From Barely Treading Water, To Making Waves

Over the past three years working with dozens of companies across the nation, Landscape Marketing Pros discovered the real way to get results for their clients while simultaneously being able to grow and scale their agency was to create a productized offering. No more “a la carte” style services that many digital marketing companies to provide – as that can lead to running around aimlessly because the agency is saying “yes” to everyone. This can lead to plateaus in growth, whereas with a strict productized offer – it is much simpler to scale while providing a great service that gets results.

Landscape Marketing Pros was able to drastically increase the revenue to the tune of 6 and 7-figures, this yielded multiple case study examples and social proof to show future prospects the ability of their system. After seeing amazing results with a properly designed website combined with search engine optimization campaign and reputation management, Matt came to realization of putting these services together in a refined package, and their “digital marketing system” was born.

A Proven Online Marketing System

What matters most when any business is considering hiring an outside party for digital marketing is the agency’s ability to obtain results for their clients. For a boutique-style agency like Landscape Marketing Pros, creating a professional image while generating a return on investment for clients is the primary focus. Simply put, increasing a client’s online exposure brings more website traffic, then more inbound phone calls and contact form submissions that lead to in-person meetings and the client closes more jobs/projects.

What’s Included?

Website Design or Redesign

When a client starts with the program, if they do not currently have a website – Landscape Marketing Pros’ designers will create one from scratch. If a website is currently in place but could use some modernizing – a redesign will be in order with proper on-site optimization to the website is user and search engine friendly.

Lead Capture and Tracking

One cannot manage what they do not track. Call and web form lead tracking systems are put in place.

Link Building and Content

Building trust and authority with off-site backlinks such as claiming directory profiles and competitive link acquisition along with monthly blog posts.

Building Additional Website Pages

Most outdoor service company websites are basic with four to five pages, this does not allow for maximizing the opportunity to harbor traffic from search engines. Landscape Marketing Pros builds pages for each service the client provides and each city in the area their company serves.

Pay-Per-Click Google Ads and Social Media Advertising (Optional Add-On)

The majority of the work for the traffic generation with their program is organic, which takes some time to set up – for the companies with the budget and desire to bring in leads sooner, a pay-per-click advertising campaign is launched with retargeting previous website visitors to further entice prospects to reach out to the client for a quote.

Review Request System

Social proof sells any product or service better than anything else. It is important for any local service company to have reviews on their Google My Business listing and the program includes two options for making the process easy to request a review. Beginning with a branded custom card that features a QR code that a client can give to their customer that can scan and leave a review. Another strategy is once per month email broadcast campaigns to request customers to leave a review using a built-in system.

Landscape Marketing Pros works with lawn care/maintenance, landscaping design/build, irrigation system, tree service, and snow removal businesses across the United States. With their clients’ companies ranging from a few employees to firms with fifty or more employees. They place a heavy emphasis on bringing clients a solid return on investment while delivering great customer experience.