This week, I spent some time with my lawn care provider, and we discussed how his business was going.  He said that business was good, but slowing.  In Virginia, grass is growing slower as we enter the fall and winter.   When I asked how he was marketing to his during the winter, he said he hadn’t thought about it.

Here was a huge revenue opportunity he was missing.

We talked about the need to stay in contact with his customers, and offer additional services to keep his revenue stream strong during the winter.  We also discussed building a calendar for his marketing efforts, based on the needs of his customers.

Here is an example of what we came up with.   These are complimentary services his customers will need, in addition to grass cutting:

November and December

  • Remove storm debris
  • Remove leaves
  • Dormant pruning
  • Trim all shrubbery (in preparation for holiday events)
  • Set up Christmas décor (this is both lighting and providing wreaths)
  • Snow/ice removal / salt sidewalks and driveways

January / February

  • Take down Christmas décor
  • Remove storm debris
  • Remove Christmas trees
  • Dormant pruning
  • Snow/ice removal / salt sidewalks and driveways

March / April

  • Snow/ice removal / salt sidewalks and driveways
  • Aeration, fertilization
  • Remove storm debris
  • Schedule mulching appointments for May

There are two important things to keep in mind when building a marketing plan:

  1. It is much more expensive to get new customers than it is to keep existing ones. By providing services to your customers throughout the year, you won’t need to re-introduce yourself in the spring, and your customer churn will be much lower.
  2. To be different from your competition, you have to do something different. In the spring, my front door will have several door hangers from lawn care companies.  Honestly, I won’t even look at them.  ‘My lawn guy’, who has been taking care of my needs during the winter, will be my ONLY choice for the rest of the year.  However, I might look at those door hangers if I feel my lawn care provider has forgotten about me.

Think about what additional services your customers need that you can provide during your slow season, and both you and your customers will benefit.