I did this exact same thing when I started out. I wanted everyone to think I was a big company, hoping people would see me as a big deal. My father and I rented an office space for $400 a month in a shared office building. We brought in desks, plants, and chairs, and it looked very professional. Once the business started growing and sales were coming in, we upgraded to a much larger space so we could also store the equipment we acquired. There was so much space that we added a pool table, Foosball table, couches, chairs, and two more desks for our sales guys to use when they were in the office. My thinking was that I wanted our company to feel fun and inviting, just like Google. But we were not Google — a multi-billion-dollar company. We were profitable, yes, but we still had a long way to go. I have a picture of two of my sales guys playing pool. Honestly, that’s what they did most of the time: play. I created such a relaxed atmosphere that they would rather hang around the office than go out and make money. Needless to say, that office setup didn’t last long. We replaced it with a cube van that became our roving office, allowing us to be out in the field with the crew while also storing equipment inside it. We kept the parts and tools needed to fix the machines on hand, along with gas, the products we used daily, and even a cooler for lunches and water. This change saved us a tremendous amount of time. Before, if there was a breakdown in the field, the guys would rush back to the office to fix it, which killed a lot of profit. Now, we could fix issues on-site and get right back to work. The office cost around $10,000, but the hit to productivity cost us tens of thousands of dollars. Being out in the field with my guys drove productivity. They knocked on more doors, and the labourers worked even faster to complete more jobs in a day. So always ask yourself this question when making these types of decisions: Who or what is this for? If it’s not for the customer and not for maximum profit, then you’re doing it for the wrong reasons, and it will cost you in the long run.

Lawn care is one of the easiest services to sell. About 80% of homeowners do some form of lawn care every year. Our job is to show them how we can do it better and cheaper than they can do it themselves. For instance, if a customer wants to do their own aeration, they have to rent the machine themselves at a cost of around $100 for the day. They have to pick it up, do the work, wash the machine so they don’t get charged a cleaning fee, fuel it up so they don’t get charged extra by the rental company, and then return it. The monetary cost may only be $100, but what is their time worth? I’ll only charge them around $60 for the same service. See, it’s a no-brainer for them. Thanks for reading Guerrilla Lawn Care System! Subscribe for free to receive new posts and support my work. And if you can get onto their lawn doing one service, you can usually get them to hire you for more. Key Things to Focus on When Selling Lawn Care - You can do it better and cheaper than they can do it themselves. - What is their time worth? I like to point out that they only get so many weekends during the summertime, so why would they want to spend them doing yard work? - Some people simply enjoy doing things themselves because it gives them purpose. I don’t like walking away empty-handed, so I try to get at least one service from them, usually aeration since it’s such a pain to do when you’re not used to it. But always go for as much work as you can. This is my script. You’ll see this symbol (?), which means to say it like it’s a question. Doing this makes people think they should already know who you are, even if you’re new. “Hello, my name is Weston, and I’m with Aerate Plus(?), your local lawn care company(?). How are you today? We’re working in the neighborhood, and I wanted to stop by to see if you have any plans for the upcoming lawn care season.” If I had already signed up one of their neighbours, I would name-drop them or at least point out the house. Remember, when you do this, people automatically think you’re legitimate. People hate being first, but nobody wants to be last.

I’ve been in the lawn care business for over 15 years now, and I can honestly say that nothing has changed all that much during that time. The industry is fundamentally the same today as it was when I started back in 2010. Some of the players are different, and technology for lead generation has evolved dramatically, but beyond that, not much has changed. People still have lawns, the industry continues to grow, and most of your competition is still stuck using the same outdated marketing methods: door hangers, business cards, and Google Ads. Some companies go door-to-door, but very few do it effectively. Most will also take any work that comes their way, which I believe slows down a growing company. Let’s go over some stats: - $200 billion: Estimated 2025 revenue for the landscaping and lawn care industry - 652,562: Number of lawn care and landscaping businesses in the U.S. - 1.4 million: Number of people employed in lawn care and landscaping services - 85%: Percentage of lawn care and landscaping workers who are men - $616: Average household spending on lawn and garden care annually - 70 hours: Average amount of time homeowners spend maintaining their lawn each year Seventy hours — that’s a lot of time. Time that we can help homeowners get back. Now, this is one of my favorite stats: The lawn care and landscaping sector is highly fragmented, with over 650,000 businesses nationwide, most of them being small operators. No single company controls more than approximately 5% of the market. That means the vast majority of your competition consists of one- or two-person operations. Most people I know in this industry got into it the same way I did: they worked for another company and eventually decided they could do it better on their own. And honestly, that’s it. Now let’s continue with the stats: A typical lawn care or landscaping business is small, often employing just two to three employees, which reflects the large number of independent operators and small local crews in the industry.

Obviously, anyone can use the Guerrilla Lawn Care System, but here’s the type of person I had in mind when creating it: - Someone looking to go out on their own and become self-employed - Someone already in the business who is looking for help growing their company - Someone already in the industry who wants to scale their operations - Someone who doesn’t want to start from the bottom and learn through costly mistakes - Someone looking to add another crew to an already established service-based business - Someone looking for a productive way to earn money during the summertime — students, teachers, etc. - Retirees looking for something meaningful to do while staying active - Someone looking to make travel money while still having the freedom and flexibility to travel - People trying to find something they can do temporarily to generate income while pursuing what they truly care about — writers, travelers, creatives, musicians, thinkers, etc. - People looking for quick seed money to fund another business venture - People who are tired of working dead-end jobs and want more control over their income and schedule - Someone who wants to build a business with low startup costs and high demand - People who enjoy working outdoors and don’t want to be stuck behind a desk all day - Someone looking for a side hustle that can eventually become a full-time income - Immigrants or newcomers looking for an industry with low barriers to entry and fast cash flow - Families looking to build a small local business together - People who want a business they can start quickly without years of schooling or certifications - Entrepreneurs who understand that service businesses can generate cash flow faster than many online businesses - Someone who values freedom over status and would rather own a small profitable company than work for someone else - People who want to learn real-world sales, marketing, and customer acquisition skills that can transfer into almost any business