How to improve your lawn care customer retention rates.

How to improve your lawn care customer retention rates.

Every year a lawn care company is in business they will see their customer list recede a certain percentage. They may lose customers for many many reasons but one thing is for certain, each lawn care company will have a specific customer retention rate. That is the percentage of how many customers they have this year compare to last year. It’s important to have a high customer retention rate because it can cost ten times more to generate a new lawn care customer than to maintain an existing customer. As we will see if you focus on a certain type of customer, you can improve your retention rates.
lawn care customer retention rates

I asked members of the Gopher Lawn Care Business Forum what their lawn care customer retention rate was and many had very insightful answers. Compare and contrast your lawn care customer retention rate with theirs and join in on the forum to discuss it further.

Steve: “What is your companies retention rate each year?”

Andy: “We have about a 75% - 85% retention rate.”

Mike: “For our monthly clients its about 90% retention for weekly and bi-weekly its about 50% retention.

  • Weekly customers are people who want work done every week but then cut your neck in the winter.
  • Bi-weekly are every other week in the growing season and then drop you during the winter.
  • Monthly are clients that pay a set fee all 12 months.When I give a bid I try to steer them to monthly through price. Like $100 a month, $30 a visit, $35 every other week.

If a client wants any thing but monthly they are probably trying to save money. I also don’t give them the service that a monthly lawn care customer gets. You know in most cases as soon as the grass stops growing then they don’t pay and I don’t allow people to call me a month later for service just so they can save a buck. If you wait that long then you need a new contracter.”

Chuck: “I haven’t checked but those numbers seem like I would be pretty close to them. I think monthly customers who are willing to sign a lawn care contract, want long term service right from the get go, so it’s easy. They are not going to do it themselves, so show up as scheduled & keep them happy and they will stay with you. Weekly per cut clients often want services on weird schedules so I tend to stick to my guns. Through the growing season I service weekly at price “A” or bi weekly at price “B” (on set scheduled days). I don’t play the “we’ll call when we want you to come out” game & I’m not calling them every week to see if it’s “Ok to come today”. So I tend to drop those clients. Some others only want service for short periods of time like say the really hot months….? & that’s fine, I’ve found ways to get even those customers to call me back next year. The weekly people come & go more often that’s why I (& I think most of us who have been in it for a while) prefer monthly clients. It’s an ongoing relation ship month in month out, season in & season out your their landscaper. I find it easier to maintain a healthy relationship with my annual (monthly) clients.”

Rich:  “My view is with a price there comes value. With value there comes a price.

I am the most expensive guy on the block and I have a 95% client retention rate. What I offer my clients is what they pay for and more.

I had a company go to every one of my clients with an ad stating that they would offer a quote 10% lower then their current provider. I had clients calling me telling me that this company was doing this cutthroat approach. So I asked them why they called and why they would not switch? They said that they expect to pay more for the level of service I provide.

Charles: “Last year our level of business at the start and as the season progressed. It had us kind of scrambling to get it all done all season long. I inherited some accounts at the beginning of the season and they were woefully under priced in my opinion. I raised prices considerably across the board, but to help alleviate the sticker shock offered fifth mow and tenth mow free. I now, this year, have prices where they needed to be and my customer base is used to paying these prices. Retention rate is at or above 99% as well with our only lost account coming from an elderly woman selling her house and moving to Texas.

As you can see many lawn care business owners find they can improve their lawn care customer retention rates by servicing customers who are willing to sign up for an annual contract and are not looking to price shop. Consider this as a way to screen new potential customers when they call.

Leave a Reply

You must be logged in to post a comment.

Check out the Gopher Lawn Care Business Forum for great prices on new and used lawn care equipment:

Chain Saw


Garden Tools

Hedge Trimmer

Lawn Aerator

Leaf Blower

Leaf Vacuum

Mower Blades

Mower Ride On

Mower Walk Behind

Multi Attachment Trimmers

Pole Saw

Pressure Washer

Salt Sand Spreader

Shop Tools

Snow Blower

Snow Plow

Stick Edger

String Trimmer

Stump Grinder


Tractor Attachment


Trailer Landscape Racks

Lawn Care Business Books And Software.
How To Get Lawn Care Customers Vol. 2
The landscaping and lawn care business plan startup guide
A rebellious teenagers guide to starting a landscaping & lawn care business
The GopherHaul Lawn Care Business Show Episode Guide.
Stop Lowballing! A Lawn Care Business Owner\'s Guide To Success