The pros and cons of including prices on your lawn care marketing.

Should you include a price on your lawn care marketing or shouldn’t you? I have seen many discussions on this topic but none have hit points on both side home so well than in this discussion from the Gopher Lawn Care Business Forum. Here you will see the benefits and downsides to each marketing method. Once you know how the different sides see this question, you will better be able to figure out which method would be better for your lawn care business in your area.

One lawn care business owner wrote “I am trying to decide if I should leave an estimate for how much we would charge to mow each lawn on my door hangers that we pass out this year or if we should just say call for free estimates like we have in the past.

If anybody has any advice on the experiences they have had with leaving the estimates on their door hangers in the past it would be much appreciated.

A second lawn care business owner wrote “in my opinion, I’d suggest to never do this. To improve your chances of making a sale, you want to meet the prospect face to face, watch for buying signals as you explain your services and then close the deal with your proposal.

Success in sales is all about taking one small step after another. You want the door hanger to help bring you one step closer to the potential customer. The door hanger’s purpose is to get the customer to pick up the phone and call you. Then you take another small step by visiting them and giving them your sales presentation on what their property needs and how much it will cost for you to perform suggested services.

No one will do better at selling your services than you. A door hanger definitely will not replace you and your sales presentation. If you are still unsure about this, split your marketing area into 2 parts. In one area, put a price on each door hanger, in the other, don’t put a price but instead ask the customer to call you for a free price quote.

In the end, see which area brings you more sales. The one where you utilized your door hanger to sell or the one where you utilized YOU to sell.”

A third business owner shared “I disagree with the idea on NOT leaving a price on your marketing material. I’m not saying this is a perfect method, but I have tried both ways and have found that leaving prices works better.

From my marketing experimentation, the response rates are similar for marketing material with a price and without one, but the cost per sale when I use marketing material with a price on it is much lower. Including a price on your marketing material keeps you from wasting time because you don’t have to go back and do a follow up estimate when you were just there the other day to place the door hanger on the customer’s door.

People like things that are easy. Call it laziness, call it hectic lifestyles, call it whatever, but think about it yourself, if you needed your lawn cut, and you see a door hanger on your door with a reasonable price, wouldn’t you rather call and schedule your lawn cut right then and there vs. having to schedule an appointment for an estimate and waste time on all that?

If there is no price on your marketing material, the potential customer needs to jump through a bunch of hoops to get their lawn cut. They need to call you and other companies. Then request estimates, wait for the estimate to arrive, call back the winning estimate, and then wait for them to call back. When it’s all said and done, the process has take over a week!

I have taken my lawn care marketing a step further and no longer use door hangers. Now to maximize my time I mail out postcards to target neighborhoods with a price on them. I don’t send out a blanket mailing to everyone in town, but by selecting neighborhoods with similar sized lawns, this can really work wonders for you.

For example… the one neighborhood I service, has approx 280 homes in it. I mail lawn care postcards to them 4 times a year for 2 years now. I have done this for every home in that specific neighborhood, WITH A PRICE, hand written on the postcard. I now service 37 homes on 2 streets!!!

Not all came from the cards, but when you start getting 4 or 5 homes in a cluster, the neighbors of those customers start calling you too.

It’s really important you do this with ‘cookie cutter’ neighborhoods. All the properties in the ones I choose are about a half acre in size. Since there are a few bigger ones, I get a mailing list of PROPERTY SIZE (not actual turf) of 18K-22K and everyone in that range gets the same price.”

To improve your lawn care estimates, try using the Gopher Lawn Care Business Estimation Calculators.

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