So much can go wrong with your lawn care marketing message that it can be difficult to figure out what happened after the fact. When you go door to door with hundreds of lawn care door hangers or mail out thousands of lawn care flyers, the last thing you can imagine happening is nothing. But that seems to happen all too often. In this discussion from the Gopher Lawn Care Marketing Forum, we look into why your lawn care marketing may not be working and what to do about it.
One lawn care business owner wrote “this past spring I gave out 200 business cards and went door to door with 300-400 door hanger. I had a few lawn signs around town too. On everyone of the lawn care door hangers, I had a $5 off coupon. A few people said they got a doorhanger had me mow their lawn one time but they did not use the coupon and they never hired me after that. When I was done mowing, I ask each of my customers what they think of their lawn and they always say great in some form or another but they don’t hire me again and I can’t figure out why! Do coupons work or am I doing something else wrong? These lawn care door hangers I distributed went to high income neighborhoods, so I am wondering if it is tacky to use a coupon in such areas or cheap?”
A second lawn care business owner said “first off, I would do a % off instead of $5. $5.00 is really not a lot of money. 10% off looks like a lot more than $5 off. Besides, on a $45 mow job the discount would be $4.50 and you make an extra $.50. It all adds up in the end. People go shopping and they can not even calculate the sales tax in their heads and are surprised when they get to the register. Most of them won’t figure out the total discount.
Secondly, don’t offer or promote ‘one time mows’ if that’s what you are doing.
Experiment with the GopherHaul lawn care marketing return on investment calculator for Android.
If customers know they can’t hire you for just one cut, they’ll either cough up the money to at least hire you for ‘X amount of times’ or they can mow the lawn themselves. They way you make money in this business is with repeat customers and being able to set up weekly mowing schedules. The very minimum you should be hired for is 4 cuts. I do not do single time mows.
This keeps you there for 4 consecutive weeks, & you don’t risk damaging your mower on overgrown grass.
From my experience, people hire you for single time mows when:
1. They just can’t do it themselves on this/that specific day (very rare)
2. They waited until they got a fine from the city, & now they want you to tame the jungle they have created. (usually the case, & it sucks)
3. They are cheap & will eventually stress you out by arguing with you about how you should do even more work for their low pay.
The customer will find use of that coupon, and will use it if they need to hire you for a minimum of X amount of times. ”
A third lawn care business owner shared “I think if I were in your situation, I would create a survey sheet. Keep it short and sweet. Offer a second mow to these customers for something less than you charged if they fill it out. You need to find out what you are doing wrong.
I would write an opening statement saying something like, we appreciate the opportunity to provide lawn care services to you. Our company is seeking repeat customers and would appreciate your input. It would be better to have their email address so that they could complete and email it to you. I suspect this would increase the response rate or put something on your website that they could fill in.
The survey should be structured to give you the feedback you need.
You might want to ask questions like, were you satisfied with the quality of our work? Did you find our pricing reasonable? Would you be interested in a no obligation quote for fertilizing your lawn? We are looking to grow our services and have found the best way to do this is with customer feedback. Are there additional services you would suggest we offer, such as pressure washing, moss removal from walkways, tree trimming etc?
People make assumptions and sometimes expect us to read their minds, it could very well be that these new customers expected you to take off $x.xx from the first mow even though they did not present the coupon and when you didn’t, they decided to not pursue your service. This may sound silly but we deal with some interesting clients that make far to many assumptions. You need to find the problem and fix it.
As you go through life you find yourself dealing with new issues and it’s the same business in business. I run into problems with customer assumptions once in a while and have to change the way I operate to deal with it. This especially is an issue for me with tree cutting/chipping and excavation services.
To deal with problems, I now quote these jobs on a per hour basis and tell the customer they can stop us anytime. Sure they will get a time range I expect the job to be done by but we can still have over runs. BIlling by the hour cured a lot of assumption issues.
Early on I lost or barely broke even on a few of the first jobs as the client assumed we would be performing this service or that service. For example I quoted a tree clean up job at a customer’s home after we walked the area together. After I quoted the job, the customer gave me the go ahead to get started. The next day, the crew showed up and began work on what I instructed them to do. Then the owner, all of a sudden, decides he wants to expand the area we talked about in the bid and assumed we would remove trees and brush beyond the quoted area for no additional fee.
This same thing happened in the excavation side too. In one excavation job, I told the customer in writing they would need a retaining wall built and steps down to the new area. I neglected to add that we would provide a quote at your request for the additional services and he assumed we were going to just do it.
So my point is with all of this is there is a miscommunication going on somewhere between you, your marketing and your customers. Start asking some questions as to why your customers are not using your coupons if that is an issue and find out why they are not hiring you for weekly lawn care. It might be your message or it might be the demographic group you are marketing too. Experiment with your different variables and then find what changes you can make to get your desired results.”
Why isn’t anyone using my lawn care coupons? GopherHaul 70 Lawn Care Business Show.
Why isnt anyone using my lawn care coupons? GopherHaul 70 Lawn Care Show