How to Get Lawn Care Customers: 12 Proven Strategies
You don't need a huge marketing budget to fill your schedule. These strategies work whether you're solo or running multiple crews.
Every lawn care business faces the same challenge: getting enough customers to stay busy without overspending on marketing. The good news? The most effective strategies cost little to nothing.
Here are 12 customer acquisition strategies ranked by cost and effectiveness, starting with the ones you should implement first.
Foundation: Get Found Online
1. Optimize Google Business Profile
This is the single most important marketing asset for a local lawn care business. When someone searches "lawn care near me," Google Business Profile results appear first.
Optimization Checklist:
- • Claim and verify your listing
- • Add 20+ photos (work in progress, before/after, equipment)
- • List all services offered
- • Set accurate service area
- • Add business hours
- • Write a keyword-rich description
- • Post updates weekly
2. Collect Reviews Aggressively
Reviews are the currency of local business. A company with 50 reviews will outrank one with 5, even if that competitor has been around longer.
The ask: "Hi [Name], if you're happy with how the lawn looks, would you mind leaving a quick Google review? It really helps small businesses like ours grow. Here's the link: [URL]"
Send this text within 2 hours of completing service, while satisfaction is highest. Expect 20-30% of customers to leave reviews when asked directly.
Referral Strategies
3. Customer Referral Program
Your best customers know other homeowners who need lawn care. Give them an incentive to spread the word.
Referral Program Structure:
- • Reward: $25-50 credit per new customer who signs up
- • Delivery: Apply to their next invoice
- • Tracking: "Who referred you?" on intake form
- • Reminder: Mention program on every invoice
4. Neighbor-to-Neighbor Marketing
After every job, knock on 2-3 neighboring doors or leave door hangers. "We just finished your neighbor's lawn at [address]. Want us to give you a free quote?"
This works because neighbors have similar properties and similar needs. If one lawn needs weekly service, the ones around it probably do too.
5. Real Estate Agent Partnerships
Agents need properties to look good for listings and new owners often need lawn service. Offer agents:
- • 10% referral commission on first-year services
- • Priority scheduling for listing prep
- • Welcome packages for their buyers
- • Co-branded materials they can include in closing packets
Local Marketing
6. Facebook Community Groups
Join local community groups (not business promotion groups). Answer questions, offer helpful tips, and when someone asks for lawn care recommendations, your name will come up.
Don't spam. Provide value first. "Does anyone know a good lawn care company?" is your moment, but only if you've built credibility first.
7. Nextdoor
Nextdoor is built for local recommendations. Claim your business page, encourage reviews from existing customers, and engage in neighborhood discussions.
8. Vehicle Branding
Your truck is a mobile billboard. Every neighborhood you work in sees it. Professional vinyl wraps or magnetic signs generate awareness everywhere you go.
What to include: Company name, phone number (large), website, and "Lawn Care" or "Landscaping" text. Skip the clip art. Keep it clean and readable.
Retention Marketing
9. Spring Reactivation Campaigns
In late February or March, email/text all customers from the previous year who haven't scheduled yet:
"Hi [Name], spring is almost here! Ready to get your lawn on the schedule? As a returning customer, you're first in line for your preferred day/time. Reply to confirm or call us at [phone]."
This single campaign can fill 50-70% of your spring schedule before the season starts.
10. Upsell Existing Customers
Your current customers are your best prospects for additional services. Time seasonal upsells appropriately:
March-April
Spring cleanup, mulching
May-June
Fertilization, weed control
September
Aeration, overseeding
November
Fall cleanup, leaf removal
Paid Options (When Budget Allows)
11. Google Local Service Ads
These ads appear above regular Google search results with a "Google Guaranteed" badge. You pay per lead (not per click), typically $15-40 per qualified lead.
Requires background check and license verification, which filters out less serious competitors. Worth testing once you have 10+ reviews.
12. Direct Mail (Targeted)
Old school, but still works. Target specific neighborhoods with high homeownership rates and older homes (more likely to need services).
Send postcards in late winter before competitors start advertising. Include a specific offer with deadline: "Schedule by March 15 and save $50 on your first month."
Building a Customer Acquisition System
Don't try everything at once. Start with these priorities:
Phase 1 (Week 1-4):
- • Optimize Google Business Profile completely
- • Start asking for reviews after every job
- • Launch referral program with existing customers
Phase 2 (Month 2-3):
- • Add vehicle branding
- • Join 3-5 local Facebook groups
- • Begin neighbor marketing after each job
Phase 3 (Month 4+):
- • Build real estate agent relationships
- • Test Google Local Service Ads
- • Implement seasonal upsell campaigns
The businesses that grow fastest focus on 3-4 channels and execute consistently. Scattered efforts across 10 channels produce scattered results.
Grow Your Lawn Care Business with CrewNest
Track referrals, send automated review requests, manage customer communications, and schedule follow-ups. Everything you need to turn leads into loyal customers.
Start Free Trial