www.Holganix.com
If you want to grow your lawn and landscape business you have to set growth goals and track those goals. Ultimately though, growth comes from creating the appropriate lead list. There are five sources you should consider to create your lists.
1. Cancelled Customers – If you listen to your cancelled customers and generally look to solve their problems, you can close about 20% of your cancelled customers.
2. Estimates – Even if a lead received an estimate from you and decided to go with another business, these leads are an excellent source for your sales and marketing campaigns. You never know why or when a lead might decide it is time to try a new lawn and landscape company.
3. Current Customers – Find services that your customers need and upsell them. Doing such, provides extra value for your customers and increasing your margin on each customers.
4. Partnering Companies – For example, if you only do lawn fertilization, you can partner with a mow-only company and refer each other business.
5. Referrals – And, of course referrals from your customers are often the easiest sale you can make!
If you look at your lists, also consider that not all leads are equally valued. Some leads are worth more than others… not just because they have a larger property, but also because of their proximity to current customers.
As you think about maximizing the efficiency of your marketing – consider the Golden Street Strategy. The Golden Street Strategy asks the question, Which one-to-four neighborhoods do I want to “own”. Consider which neighborhoods or subdivisions that have over 100+ homes, have a higher value homes, and are newer (usually 10 years or younger). Your goal is to reach a 20% saturation point that provides high customer density, increasing production efficiency and driving your profit per truck.
