This fertilizing and mowing season is just about to open up full-bore. I was chatting with another of the "fert, squirt, mow and blow" guys and he mentioned that the younger crews in the area really have the marketing down. He seems to think that they are getting the calls first. He claims that in 14 years of having a web site he's not generated a single call from it. I don't understand that because I've built most of my business on calls from people searching online. My web site seems to have produced 70%+ of my current business. I think I have a bit to do to generate some SEO freshness but I think I'm ok there for now. What I want to know is what are these young upstarts doing to generate phone calls?


Here's what has not worked for me in the past 13 years:

• Flyers: 0 calls
  
• Tear offs with contact info: 0 calls
  
• Business cards on local business corkboards: 1 call (good customer)
  
• Advertisement in the local penny saver: 2 dead end calls from out of my area
  
• 6" x 6" Lawn signs: 1 call from a deadbeat that paid for 3 years and then ripped me off
  
• Business cards included with invoices: 0 calls
  
• Facebook page: 3 calls for guys looking for jobs, 1 dead end estimate (canceled my Facebook account recently)

One of my local competitors got a full sized billboard and says he's got lots of calls from it. I'm not sure I want to go that far but ideas are welcome. Should I letter the truck? Get a big sign on my garage? Bigger lawn signs that are visible from the road without pulling over? Mailers?

Your work truck isn't lettered? Gotta have that.

quote:

Originally posted by cne32507:
Your work truck isn't lettered? Gotta have that.

Then I can't swear at people that drive like idiots.

You won't like this, but under 40 use social media to find everything. Not sure what you were doing on Facebook, but that's the first place a majority of people go to look for local businesses or services. Instagram is it for the ones younger than that - if you are not on FB or Insta you don't exist to a large segment of the market.

Just had a session at work last Friday - they quoted the overall number at 57% of the entire market look at social feeds first. The younger the market segment, the higher that percentage.

Echo the 'letter the truck' advice. ^^

Maybe a targeted campaign?

Can you rent a mailing list of people who recently moved to your area? New-to-the-area people as a group would include a segment of folks who would be looking to find new landscape help. Could look at those addresses to find folks in geographies you want to serve (near home, near current customers) and pull a campaign together (come up with a new customer special, put notices in their mailboxes, that sort of thing.)

It takes some thought to come up with a web presence that gets people to email/call/text/'like/... . It's not astounding to me that some websites don't drive business even given 14 years. You don't want to be in the crowd that has one of those, though.

You'll find a lot of people asking for recommendations on Nextdoor and Facebook local groups. Word of mouth is still king though.

Yelp or other review site. Interested in not just existence of a biz, but also how good they are.

quote:

Originally posted by BamaJeepster:
You won't like this, but under 40 use social media to find everything. Not sure what you were doing on Facebook, but that's the first place a majority of people go to look for local businesses or services. Instagram is it for the ones younger than that - if you are not on FB or Insta you don't exist to a large segment of the market.

Just had a session at work last Friday - they quoted the overall number at 57% of the entire market look at social feeds first. The younger the market segment, the higher that percentage.

On facebook I had a general business page that basically mimicked my web site. A list of services and a call to action.

Instagram I don't understand how I'd use that for the business? Just snap pictures of my lawns? How does that even work? Do you mean advertising on there? I did have a few instagram accounts and shared pics with a few friends but, alas, I've also canceled those accounts.

quote:

Originally posted by SIG4EVA:
You'll find a lot of people asking for recommendations on Nextdoor and Facebook local groups. Word of mouth is still king though.

I've not heard of Nextdoor. I'll have to look it up.

quote:

Originally posted by konata88:
Yelp or other review site. Interested in not just existence of a biz, but also how good they are.

I did just recently open a Yelp! account. I've got to learn how to optimize my listing though.

you need to do the following:
claim your google page like right now

add photos and business information to it
get stars and reviews from clients
make sure your address and coverage area are noted
Pay something for google ads, like $50 a month just throw it out there

letter your truck

Word of mouth is the best. Another idea is to teach a course in lawn maintenance for a nominal fee. Lots should show up. You get the type that wants to learn but do not wish to do the labor.

I have been is business since 1980. As you know volume is not everything. One or two bad customers can ruin a lot of stuff. Who knows what the younger guys are doing. Frankly I would not care.

I hate Facebook but when I was on it I saw how people do this. Join all the local groups, yardsale groups, etc. Search for any groups in the towns you service and join them. You may need to join as a person, not as a business. Then look for the folks that want recommendations and post to them and also message them. If yardsale sites allow business postings then post on the days it's allowed.

I only knew Facebook but do the same on other sites. Facebook is for old people now. The younger ones are using instagram and other stuff that I know nothing about.

I'd probably say pay Facebook to push your business page. It will pop up on anyone mentioning lawn stuff.

quote:

Originally posted by mark123:

quote:

Originally posted by BamaJeepster:
You won't like this, but under 40 use social media to find everything. Not sure what you were doing on Facebook, but that's the first place a majority of people go to look for local businesses or services. Instagram is it for the ones younger than that - if you are not on FB or Insta you don't exist to a large segment of the market.

Just had a session at work last Friday - they quoted the overall number at 57% of the entire market look at social feeds first. The younger the market segment, the higher that percentage.

On facebook I had a general business page that basically mimicked my web site. A list of services and a call to action.

Instagram I don't understand how I'd use that for the business? Just snap pictures of my lawns? How does that even work? Do you mean advertising on there? I did have a few instagram accounts and shared pics with a few friends but, alas, I've also canceled those accounts.

On Facebook you can boost or promote your business and target specific areas or towns so it will show up when people browse FB.

On Insta you can give tips and pics on lawn care. This mortgage dude has over 150K followers:
https://www.instagram.com/mgthemortgageguy/

Here's some lawn care/landscaping accounts:
https://www.instagram.com/thatlawndude/
https://www.instagram.com/lawncarenut/
https://www.instagram.com/landscapinglawncare/

Random thoughts that might help....

Ask your clients if you can mention their name in marketing material.

Look at the properties that surround your clients. If those properties are 'rough' leave a NICE looking flying that specifically states that you have been doing the work for your neighbor Mr and Mrs Smith for 3 years. Say you'll be happy to provide a quote to maintain their yard. (Keep a notebook, if they call have recommendations and a quote ready.)

If it makes sense, offer a discount if you have two houses next to each other. I'm thinking there would be an advantage to unloading your trailer and doing two or more homes. Show any multi neighbor discount separately on the bill. That way if neighbor 1 moves, you get to eliminate the discount when you bill Mr. Smith.

Print up a simple form you can leave with the neighabors... something like:
While I was working at Mr. Smith's property I noticed that you have crabgrass/weeds/??? in your back yard. I'd be glad to help you with that specific issue or provide recurring services. Please call me at _______.


My kids found almost all the service people from postings on neighborhood social media. I don't know what app. There was one landscape firm that did a BUNCH of homes in the subdivision. If you do a lot of work in one or two subdivisions, perhaps you can figure out what type of neighborhood groups exist. Ask your customers - see if they will invite you in.

When you see your customers ask what they use to find service providers - plumber, electricians, etc. Ask if they have a suggestion on how to advertise.

If the neighbor is in their yard, take time to smile at them and waive. Say hello.


BTW, I'd never do business with the landscape folks the people use behind me. I catch them blowing leaves through the fence into my yard. (I make them come on my property and blow them back off.)

I'm sure you do a top notch job for your customers - their neighbors might be ready to make a change.

Do you maintain your own equipment? Do you like to work on lawn equipment? One of the lawn services in this area will service mowers and small engines - on a limited basis. He schedules in advance and has all the work he can handle. He either does the work at the customer's home or picks up.

quote:

Originally posted by mark123:

quote:

Originally posted by SIG4EVA:
You'll find a lot of people asking for recommendations on Nextdoor and Facebook local groups. Word of mouth is still king though.

I've not heard of Nextdoor. I'll have to look it up.

I think you have to have someone invite you into certain facebook groups or Nextdoor. One of your customers might do that.

Offer your existing customers something (maybe money, gift card or free service) for a buying referral.

I believe you can also boost/buy extra on FB.

My wife handled all of that when she had her business, I was just the muscle. I know her current company spends a lot of $$$ on advertising & SEO.

Word of mouth is what got me hooked up with our yard guy. He does our house & the 2 neighbors on my street, so he hits 3 in a row, quick & easy.

Marking your work truck is a no-brainer.
Business name and a phone number in large enough font to be read from a distance.

And it's free advertising!

quote:

Originally posted by SIG4EVA:
You'll find a lot of people asking for recommendations on Nextdoor and Facebook local groups. Word of mouth is still king though.

When I had my business I got very few hits from my website, very few from Linkedin and probably 95% from word of mouth.

I don't do facebook and nextdoor as they have way too many Karens and drama queens.