Fall Marketing For Your Lawn Care Business

I had the opportunity to speak with a business owner the other day about putting together a marketing campaign for his fall services, namely core aeration and leaf cleanups. He was wondering what the best way to approach his market and get lots of business would be.

Here’s what I suggested:

First, I would focus on current or previous customers. Your current customers are already familiar with your work and hopefully you do a good enough job that they’d more than happy to have you perform additional work to help their lawn look its best and prepare for the colder months.

With these, you could send them a simple letter explaining these additional services you provide and the benefits they’ll get by having you perform them. Follow all the rules of writing strong sales letters (attention grabbing headline, stress benefits not features, present a valuable offers, use testimonials when possible, tell the exactly how to respond, and create some urgency) and you should get plenty of work from this list alone.

Before I move on, I did want to mention one thing. You should have already presented your customers with all these additional services when you first signed them up. If you’ve created different packages of services to offer your customers, then your premium package should already include these add-ons. Plus, you’d have the advantage of already knowing you have this work coming up and you wouldn’t have to fret about getting new customers for the fall work.

Okay, the second group I would focus my marketing efforts on is past prospects, or anyone that’s inquired about your service in the past. Hopefully you’ve been collecting this information and still have it available somewhere. Well, pull it out, dust it off and send them a letter, postcard, or flyer presenting them these valuable late season services.

The last group I suggest focusing on is your target geographic market. Hopefully by now you have a specific neighborhood or area you’re focusing on. Especially with the price of gas these days (although it’s FINALLY started to drop a little in the past week or so), you really should be trying to cluster all your work together so you can save on travel time and costs.

Just as you did with your previous and existing customers, and with your past prospects, create a series of letters, postcards, or flyers you can send to them. Just as you would with the other groups, create several different packages of services you can offer them, a basic package, a more robust package, and finally an ‘everything but the kitchen sink’ package.

As with all offers you present, you really do want to send more than one message or communication to your target audience. I know its additional expense, but believe me when I say it will make a huge difference and if your piece is designed correctly, it will more than pay for itself many times over.

Alrighty, that’s more than enough for today. I hope it’s been valuable information though!

Bookmark Me!