- Good is the baseline. Customers remember and talk about remarkable.
- Small touches after the job cost little and bring people back.
- Two to three times the reviews of your nearest competitor is a real advantage.
- Your brand, your trucks and your website should all say the same thing: we are different.
Owners ask me two questions all the time. How do I get more of the right customers? And how do I stand out when a new truck and trailer shows up in town every week?
They are good questions. You need the right customers so you can charge fair rates, build something that lasts and serve people well.
Good is not enough anymore
One of my favorite business books is Purple Cow by Seth Godin. His point is simple. In a crowded market, being good is not enough. You drive past brown cows all day and never notice one. A purple cow, you would stop and stare at. You would tell people about it.
Most lawn care companies are not even at good. Think unanswered calls, do-it-yourself websites and no follow-up. So the bar for remarkable is lower than you think.
A $30 lesson
Before Green Frog, I ran a painting company. I did a job for an older lady, around $2,000 to $3,000. When we finished, I left a card and some flowers behind. It cost me about $20 to $30. I did not say a word about it.
She texted me later, blown away. Was it worth $30? Every penny. The next time she needs painting, she is not going to search the internet for another company. That is what remarkable does.
Flowers may not be the right move for a lawn route, but the idea carries over.
Five ways to stand out in lawn and landscape
1. Offer something the others do not
Everybody mows. What can you do that they do not? Maybe it is outdoor living spaces like fire pits, pergolas and outdoor kitchens. Maybe it is landscape lighting or holiday lights. A specialty gives customers a reason to choose you.
2. Make the experience the product
Answer the phone. Show up when you said you would. Send a thank-you note after a big job. Follow up to make sure they are happy. Small touches are what people remember and repeat to their neighbors.
3. Look different on purpose
Your name, logo, colors, trucks and website should be bold and easy to remember, and they should all match. If you look like every other company in town, you will be priced like every other company in town.
4. Get two to three times the reviews
Picture your competitor with 30 Google reviews and you with 200. Who gets the call? Reviews are the easiest proof to build, and most companies never ask. Ask every happy customer, every time.
5. Teach what you know
Share tips, answer common questions and show your work. People trust the company that helps them before they ever pay. That is a big part of why your website and your Google Business Profile matter so much.
Where the leads actually come from
Being remarkable gives people something to talk about. Being found is what turns that into calls. Put the two together: a business worth choosing and a marketing plan that puts it in front of the right homeowners in your towns.
