How To Market Your Lawn Care Business
There are tons of lawn care businesses out there, but few are marketed properly and doing so can make the difference between making chump change and building a robust business.
At the core of all successful businesses is a strong brand. Understand what a brand is and the importance of branding. Most people make the mistake of thinking a brand is simply your logo, but it is much more than just a symbol. A brand is unique place in the consumer’s mind that is associated with your business. It is not what you SAY your business is – it IS what your customers THINK of it. You may have a slogan that says something like “Professional Lawn Care” but if your customers see you mowing a lawn in Bermuda shorts and a tie-dye t-shirt, they aren’t going to “think” professional. Whatever your slogan, or tag line, is, make sure you reinforce it with everything you do.
Here are some ideas for how to look more professional:
- Get a t-shirt printed with your logo on it, and wear it whenever you conduct business. If you have friends or employees working for you, make sure they wear the shirt. If you want go further, get ball caps made up with your logo or even get a nicer shirt embroidered.
- Do each and every job as though your livelihood depended on it – because it does! Go the extra mile. Do an excellent job of trimming weeds, and use a leaf blower to get grass clippings off the sidewalk, patio and driveway.
- Invest in professional grade equipment. Size counts. Customers have a different impression of someone mowing their lawn with a 5 horsepower push mower than they do of somebody riding on a zero-turn professional grade high horsepower mower.
- Give prospects professional looking business cards. Paying a professional designer a few bucks to make you look more professional can go a long way. Make sure you always have a card on hand to give to new people you meet.
- Give customers an invoice instead of just saying “That’ll be $30.” It shows that you are running a real business, and that you are organized and can be counted on for consistent, reliable service.
- Get certified as a turf specialist, pesticide applicator or arborist. Put your certifications on your business cards and any ads you run in the neighborhood newsletter, and on your Web site.
- Get a Web site! You can make one up for free at Weebly or Google in just an hour or two. Better yet – have one professionally designed for you. Having a Web site is a sign that you are a legitimate business. Not having one is a sign that you are only half committed to supporting them with your business.
- Get little signs you can stick in your customer’s yard, and make sure the lawn looks beautiful because it is a testament to your quality work.
- Be proactive and let your customers know when they can expect to see you back next time. No one likes guessing, and if they are planning a get-together at their house, they might want to tell you to come on a different day. Effective communication makes you look more professional.
- Get some type of signage for your truck. A magnetic sign featuring your logo and tag line is inexpensive advertising that will give you high visibility in your target market – your own community.
Let’s look at the name of your lawn care company. Use literary tricks to make your name unique and memorable.
Here are a few ideas:
Think of how you can use the same literary tricks to incorporate your name into the name of your lawn care business.
- Lawn Lord’s
- Lush Lawns
- Legacy Lawns
- Lobo Lawns
- Lighthouse Lawns
- Lynx Lawn Service
- The Mad Mower
- Mad Man Mowing
- Mow Masters
- Mow & Go Lawn Care
- Dreamscape Lawn Care
- Buzz Cut Lawn Service
- Dirty Work Lawn & Landscape
Use the same literary tricks to make your slogan/tag line memorable and meaningful. Try keep it short and use words that rhyme, create a vivid picture or unusual/memorable thought. The most important thing about your tag line is that it has to ring true. Whatever you say about your business has to be backed up, and reinforced with the way you do business. If your actions don’t sync up with your slogan, it will be counter productive. If you claim to be timely, but are always late, it will grate on customer’s nerves even more so if your slogan claims otherwise. It’s more important to be honest than it is to be good.
- Larry’s Lawn & Landscape
- Mike’s Mowing & More
- Gary’s Green Machine
Think of the moving company Two Men And A Truck. They knew they couldn’t compete with the big moving companies, but understood many people just wanted down-and-dirty moving services. Their logo is a child like illustration of two guys driving a truck. They set customer expectation low, but people were OK with it because they knew they were getting the job done cheap. Branding is more about honesty than it is about bragging. If you are just a kid with a small law mower who is only available after school and weekends, then embrace that. A child entrepreneur might call his business “Me’n My Dad’s Lawnmower.” People would have low expectations, but would feel good about helping a kid learn responsibility.
Here are some other examples of tag lines for lawn care service companies:
Now lets talk about the logo. I’ve got a real simple solution here that’s proven to be wildly successful. Our cartoon lawn mower is used all over the country by small lawn care businesses. As a brand mascot, it works BETTER than a normal logo because this little cartoon guy is very likeable. His big eyes and contagious smile make him very endearing and memorable. He comes in three colors, red, green and yellow, and we offer him in a variety of poses and logo templates. You can use him by himself, or put your company name inside of one of the logo templates. It’s very simple and extremely effective.
- We Love Grass!
- Creating the Yard of Your Dreams
- Full-time, Not a Sideline
- For a worry-free Lawn
- We do it all, big or small
- We mow so you can go
- Making the World a Greener Place
- Green is Beautiful
- Yard Beautification Specialists
- After school lawn mowing
- Help Me With College Lawn Mowing