The $100k/MONTH
LANDSCAPING MARKETING BLUEPRINT
Table Of Contents
Bookmark this page, and when you come back to reference it – click below to jump to that section.
The 5 Growth Phases of a $100K/Month Landscaping Business
Before you scale, you need to know exactly where you are right now.
Most landscapers try to jump ahead — running ads or hiring help — before they’ve built a real system. That’s why this Blueprint is built around five clear stages. It shows you how to grow with structure, not stress.
($0 – $10K/month)
You’re working job to job — mostly referrals, side work, or local Facebook groups. It’s all hustle, no structure. Some months are up, others are down. You’re trying to make it work, but it’s inconsistent.
What This Looks Like:
Referrals, side jobs, or part-time mowing
Quoting on the fly with no set pricing
No clear packages — just saying “yes” to everything
Taking cash, Venmo, checks, sometimes forgetting to invoice
No Google profile, no online presence, no real systems
What to Focus On:
Choose one core service to build around (e.g. mowing or cleanups)
Set a clear job minimum (e.g. $300)
Create a simple monthly or seasonal package
Set up your Google Business Profile and add photos
Start taking before/after photos and posting locally on social media
You don’t need ads yet. You need a clear offer and a little momentum
$10K – $30K/month
You’re busy — maybe even booked out some weeks — but everything still depends on you. You’re pricing out random jobs, relying on referrals, and saying yes to anything that fills the schedule.
What This Looks Like:
Solo or small crew
Some repeat clients, but lead flow is inconsistent
No clear job types — mix of mowing, mulch, cleanups, installs
No packaged pricing or contract options
Still driving all over for tiny quotes that don’t close
What to Focus On:
Build scalable monthly packages with simple tiers (Basic / Standard / Premium)
Set pricing by property size (¼ acre, ½ acre, 1 acre+)
Offer 8-month seasonal commitments with a 10% discount
Start running Facebook and Instagram DM ads using short videos
Set up an auto-reply that feels personal (use a 16-second delay)
Confirm appointments manually via DM or send a booking link
This is the perfect phase to launch the Landscaping Lead Engine Protocol.
$30K – $60K/month
You’re booked most weeks and getting great word-of-mouth, but you’re maxed out. You’re doing everything — quoting, scheduling, messaging, and fieldwork — and it’s starting to break you.
What This Looks Like:
You have steady work and a few team members
You’re losing leads because you can’t respond fast enough
You forget to follow up or send quotes on time
You’re quoting in between jobs and sending messy invoices
You know you need help, but you don’t have systems yet
What to Focus On:
Save your best quote message responses in your phone (use them in DMs)
Try to confirm quotes in 2–3 messages and manually book if possible
Add a basic CRM like Jobber or Yardbook for quoting, scheduling, and payments
Rotate your ad creatives every 2–3 weeks and retarget cold leads
Start tracking basic ROI: ad spend → leads → closed jobs → revenue
You’ve got traction — now it’s time to build a real system to handle it.
$60K – $100K/month
You’re out of the field or mostly out. You have crews, systems, and a full calendar. But you need a reliable marketing and sales process that brings in the right clients — not just whoever finds you.
What This Looks Like:
You’re managing crews, not lawns
You’ve tried ads, but results are inconsistent
Your team books jobs, but they lack follow-up systems
You’re ready to grow, but every new client feels like extra pressure
You’re focused on retention, margins, and stability
What to Focus On:
Scale the Lead Engine Protocol™ to multiple offers (maintenance, installs, seasonal cleanups)
Automate SMS + email reminders and cold-lead reactivation
Track cost per lead, cost per booked job, and ROI every month
Use a CRM like LMN or Service Autopilot for routing, dispatching, and recurring job tracking
Build internal playbooks and SOPs for your team
Now you’re building a business — not just growing revenue.
$100K+/month
You’re not just running a business — you’re running the top landscaping brand in your area. Your systems, team, and offers are dialed in. People know your name before you even quote them.
What This Looks Like:
Booked out 2–4 weeks in advance
2–5 crews running jobs across town
Office staff handling sales, follow-up, and scheduling
High-volume reviews and referrals keep you top of mind
You’re expanding — new services, new areas, or new crews
What to Focus On:
Launch local landing pages and city-specific ads
Run seasonal promotions 4x per year with predictable spend/ROI
Maximize reviews on Google, Facebook, Yelp, and job boards
Create content (before/afters, tips, team features) that builds long-term trust
Prep for long-term play: recurring contracts, equity, even business sale or expansion
At this point, you’re running a landscaping machine — not just doing jobs.
Where Are You Right Now?
Most landscapers reading this are sitting in the middle of Phase 1 or Phase 2 — working hard, booked often, but doing everything themselves and growing off referrals.
The Landscaping Lead Engine Protocol is built to get you out of that grind — and into a business that:
Gets predictable leads through simple ads
Converts leads through direct DMs
Books jobs with one or two messages
Grows steadily — even when you’re off the clock
Use this Blueprint to identify where you are — and follow the system that gets you where you want to be.
What Phase Are You At?
Pillar 1: A Scalable Offer
This is where most landscapers get stuck — not because they can’t sell, but because what they’re selling isn’t built to grow.
If you’re quoting all kinds of random jobs, driving all over the place, and constantly adjusting your pricing… you don’t have an offer. You have a list of services.
A scalable offer means your work is consistent, your quotes are simple, and your profit is predictable.
You’re no longer saying “yes” to everything. You’re offering clear, valuable packages that are easy to sell, easy to schedule, and easy to scale.
Why This Matters
If your offer changes every day, your schedule will always be a mess.
You’ll waste time quoting oddball jobs, hauling different materials, switching tools, and making less money per hour — all while getting pulled in every direction.
The fix is simple: specialize and package.
Build Around One Core Service
Every landscaping business needs a main service that checks three boxes:
It’s profitable
You’re good at it
It can be done consistently
This is your core offer. Think:
Weekly or bi-weekly mowing
Recurring maintenance packages
Seasonal cleanups
Bed refreshes or mulch installs
Pick the one that’s easiest to repeat and brings in reliable revenue. Build everything else around that.
Set a Job Minimum
If you’re still quoting $150 jobs, you’ll never hit $50K/month — no matter how busy you are.
You need a clear job minimum that filters out the small stuff and keeps your schedule full of high-value work.
For example:
One-time minimum: $375+
Monthly maintenance: $250+ per month
This isn’t about turning down work — it’s about making sure every job moves your business forward.
Package Your Services
Don’t just list what you do — turn it into simple options people can choose from.
Example:
Basic Package – Mow, trim, blow
Standard Package – Basic + bed maintenance
Premium Package – Standard + monthly refresh + fertilization
People don’t want to be sold. They want to pick what fits their needs and budget. Packaging makes that easy.
Require Seasonal Commitments
If you’re offering a discounted monthly rate, customers should commit to the full season — usually 8 months.
This keeps your schedule consistent, gives you reliable income, and helps you avoid last-minute cancellations.
“We offer discounted monthly pricing when you sign up for the full season up front. No surprises — just locked-in service and savings.”
Example Monthly Pricing by Acreage
These prices reflect bi-weekly service (2x per month).
Seasonal commitment = 10% discount for full 8-month signup.
Basic Package
Mow, trim, edge, and blow
Property Size | Month-to-Month | Seasonal Commitment |
|---|---|---|
Up to ¼ acre | $120–$150 | $108–$135 |
¼ – ½ acre | $160–$200 | $144–$180 |
½ – 1 acre | $220–$280 | $198–$252 |
1+ acre | $300+ | $270+ |
Standard Package
Basic + bed maintenance, seasonal touch-ups
Property Size | Month-to-Month | Seasonal Commitment |
|---|---|---|
Up to ¼ acre | $180–$220 | $162–$198 |
¼ – ½ acre | $230–$270 | $207–$243 |
½ – 1 acre | $280–$360 | $252–$324 |
1+ acre | $400+ | $360+ |
Premium Package
Standard + fertilizer, pruning, haul away, monthly refresh
Property Size | Month-to-Month | Seasonal Commitment |
|---|---|---|
Up to ¼ acre | $260–$300 | $234–$270 |
¼ – ½ acre | $320–$380 | $288–$342 |
½ – 1 acre | $400–$500 | $360–$450 |
1+ acre | $550+ | $495+ |
These ranges give your clients clear expectations and give you the profit margin and consistency needed to scale.
You can easily use these to build good-better-best quote options — making it easier for homeowners to choose, and easier for you to upsell.
Here’s an example Client Lifetime time Value breakdown that shows you the TRUE cost of what acquiring a maintenance client actually looks like for one year. Once you get them on a maintenance contract you become their go to guy and can hit them with upsells on any package for whatever you need.
Quote Like a Pro
Your quotes should feel clear and premium — not vague or rushed.
Set base prices or price ranges
Include job photos or examples
Add a simple guarantee or testimonial
Make it easy to say yes
The way you quote is part of your offer. It’s not just about the number — it’s about how confident and professional you come across.
Quick Exercise: Fix Your Offer in 5 Minutes
What job makes you the most profit with the least hassle?
What jobs do you hate or make no money on?
What’s one simple service package you can sell starting this week?
Write that down. Make it your new default. Then run every quote and ad around it.
A scalable offer gives your business a foundation. Without it, no amount of leads or ads will help.
Get this right, and everything that follows — your marketing, your sales, your systems — becomes 10× easier.
Offer Diagnostic
Pillar 2: A Predictable Lead System
Most landscapers hit a growth ceiling because they rely on one thing: referrals.
It feels like feast or famine. One week you’re slammed, the next it’s crickets. You’re not really in control — you’re just hoping the phone rings.
That’s not a system. That’s guessing.
The Landscaping Lead Engine Protocol gives you a repeatable, plug-and-play way to get qualified leads on demand using Facebook and Instagram ads.
The Goal
Get high-quality landscaping leads delivered straight to your DMs so you can close them fast without needing a complicated funnel.
The system is simple:
Facebook + Instagram ads → DMs → Quote → Job booked.
Why DMs Work Better Than Forms
Instead of sending people to a cold website or asking them to fill out a form, this system drives local homeowners to message you directly.
Here’s why it works:
People are more likely to message a real person than submit a form
You can automate replies and qualify leads while you’re out working
It’s faster, more personal, and leads to booked jobs
Your DM inbox becomes your quote pipeline
Use Video. Period.
We’ve tested everything. Video ads outperform every time.
They build trust, show your work, and help people feel connected to you — all in under 30 seconds.
If you’re not a graphic designer or don’t have one, video is your best bet. Show yourself, your team, and your projects. Keep it simple, real, and clean. Don’t go into Canva yourself and do something design heavy.
Being blunt, it will probably look like s***.
If you do have a designer, static graphics and carousel ads can work too — especially when showcasing testimonials, before/after projects, or promotions. But video should still lead the charge.
If you do use static images, focus on ones that don’t need editing and just focus on ones that are project focus or YOU focused as the business owner.
The Five Ad Types to Build Trust and Start Conversations
Ad Type | Description |
|---|---|
Owner Video | Talk from the truck or job site, face to camera |
Before/After Carousel | Swipe-throughs or timelapse of real jobs |
Testimonial Quote | Video or screenshot of real client feedback |
Service Showcase | Highlight your most requested offer |
Meet the Crew | Show your team working and smiling on-site |
Here’s one ad example that we use for clients that’s a bit of a mixture of the Service Showcase with some personality:
We always, always, always will mix this in with video, and clean shots of your beautiful projects and work completed. You need to have at least 3-5 creatives running for your ads at one time.
How to Set Up the Campaign
Follow these steps inside Facebook Ads Manager. This is a similar structure to what we use with every client.
Step | What You’re Setting | Platform View |
|---|---|---|
Step 1 | Create & name your campaign | Campaign level in Ads Manager |
Step 2 | Set your targeting & schedule | Ad Set level |
Step 3 | Create simple, authentic ad creatives | Ad level |
Step 4 | Launch and test | Publish campaign |
Step 5 | Review results & update ads weekly | Campaign dashboard |
Step 1: Create the Campaign
|
Setting |
Value |
|---|---|
|
Campaign Name |
“YourCity Landscaping Leads – DMs” |
|
Campaign Objective |
Engagement → Messaging (not traffic or conversions) |
|
Campaign Budget Optimization |
OFF (we’ll manage budgets at the ad set level) |
Step 2: Set Up the Ad Set
|
Setting |
Recommendation |
|---|---|
|
Budget |
$20–30/day per ad set |
|
Location Radius |
25–50 miles around your service area |
|
Age Range |
25–65+ (you want homeowners with decision power, we’ll narrow that down in I |
|
Gender |
All Genders |
|
Placements |
Manual — Facebook & Instagram Feed, Stories, Reels |
|
Optimization Goal |
Messaging Conversations |
Step 3: Interest Targeting
Use broad, interest-based targeting with income filters to zero in on homeowners who actually invest in their yards. Keep this as an OR audience (don’t narrow it).
Detailed Targeting Stack
Demographics – Income (choose all 3):
-
Household income: top 5% of ZIP codes (US)
-
Household income: top 10% of ZIP codes (US)
-
Household income: top 10%–25% of ZIP codes (US)
Interests (choose 3–6):
-
Garden (home & garden)
-
HGTV (television network)
-
Landscape design (gardening)
-
Outdoor living
-
Home improvement
-
DIY home projects
-
Home Depot
-
Lowe’s
Use no more than 3-6 interests (plus all of the demographics interests) to keep the audience size broad. The chart on the right should be BROAD and green with a large audience size. You want to find busy people who own a home and care about their lawn.
Step 4: Placements
Your ad needs to spark trust. That means video is king — especially if you don’t have a great designer.
If you’re working with a professional designer (like we do), high-quality image carousels can perform. But for most landscapers, a simple phone-shot video with your face, your crew, and your work will outperform anything else.
|
Keep Enabled |
Disable |
|---|---|
|
Facebook Feed |
Facebook Marketplace |
|
Instagram Feed |
Audience Network |
|
Facebook Stories |
Facebook In-Stream Videos |
|
Instagram Stories |
Search Results |
|
Reels |
Messenger Inbox |
Use manual placements and focus only on feeds, stories, and reels.
Step 5: Optimization and Delivery
|
Setting |
Value |
|---|---|
|
Optimization Goal |
Conversations |
|
Conversion Location |
Facebook Page Messages |
|
Delivery Type |
Standard |
Recommended Creative Strategy
|
Type |
Rotation Strategy |
|---|---|
|
Number of Creatives |
3–5 ads per ad set (each ad needs $6/day of spend at minimum, so use 1 ad per at set with small budgets.) |
|
Video |
1–2 videos (talking head, walk-through) |
|
Static |
1–2 clean graphics or carousel |
|
Refresh Rate |
Every 2–3 weeks based on performance |
|
Subtitles |
Required on all video ads |
All ads should include:
“DM ‘QUOTE’ for a free estimate” Put “DM me ‘QUOTE’ as the VERY FIRST PART of the caption. Then, include whatever else you want to in order to showcase your services and story.
THIS IS IMPORTANT! When they DM ‘QUOTE’, It will trigger your automatic message response which we go over in the next section.
Let It Run for 7 Days Before You Touch It
Do NOT adjust anything in the first 7 days. Let Meta optimize delivery.
If you’re not getting messages close to the 7 day mark, your creative is the problem — not the targeting. Take more ads and make sure you’re using video. Images SUCK if they aren’t done tastefully or professionally, or your not showcasing great photos of your work. They sometimes work even looking bad, but images either have to showcase your amazing work, or a very clear service offer.
Performance Benchmarks
|
Metric |
Target |
|---|---|
|
Cost per DM lead |
$15–25 |
|
Leads per month |
30–75 |
|
Qualified conversations |
6–15 (20%) |
|
Booked jobs |
4–8 |
ROI Breakdown: One Campaign Can Pay for Itself 10x Over
Let’s say your core maintenance offer is $300/month, and clients typically stay with you for the full 8-month season.
|
Detail |
Value |
|---|---|
|
Monthly Value per Client |
$300 |
|
Contract Length |
8 months |
|
Total Value per Client over over 8 months |
$2,400 |
Now let’s break down a real-world campaign:
|
Budget & Outcome |
Value |
|---|---|
|
Ad Budget |
$1,500 |
|
Leads Generated (at $20/lead) |
75 |
|
Real Conversations (20%) |
15 |
|
Clients Closed (25%) |
4 |
|
Revenue from 4 Clients |
$9,600 |
|
With Upsells + Add-ons |
~$14,000 |
|
Return on Ad Spend (ROAS) |
9.3X |
You’re spending $1,500 to make $14,000.
That’s just off 4 recurring clients — not even counting one-time cleanups, design work, or snow services in the off-season.
12-Month Projection
Monthly Ad Spend | Clients Added | Est. Annual Revenue |
|---|---|---|
$1,500/month | 4/month | $14,000/month |
12 Months | 48 clients | $168,000/year |
And here’s the part most landscapers miss:
Recurring clients often turn into referrals, add-on work, and year-round revenue.
If you land just 4 clients/month, you can build a six-figure base in under a year — and most of it comes from one campaign that runs on autopilot.
This is the system that replaces referrals with reliability.
Now let’s move into Pillar 3: The Follow-Up Engine That Books Jobs — and show you how to close these conversations while you’re still on the mower.
Ads & Creative Checklist
Pillar 3: The Follow-Up Engine That Books Jobs
Getting the leads is easy. Booking the job is where most landscapers screw it up.
Someone messages you… and you’re out trimming hedges. You don’t reply for hours. They move on. Money gone.
This part of the system is how you stop losing leads — and turn messages into booked quotes fast without chasing anyone.
Remember, its VITALLY important to get this part right. If you don’t close the leads, I don’t care how good your ads are, you’re wasting money. Below is what we expect for general, rough conversions. I mentioned it in the last section, but the booked jobs WILL NOT HAPPEN if you can’t close.
Below is generally what we expect to happen if you get this amount of leads per month. You’ll convert roughly 10% of all leads.
Step 1: Make It Feel Personal (Even If It’s Automated)
You need a message that goes out automatically a few seconds after someone DMs you — but it has to feel like you’re actually replying.
Set a delay of 15–20 seconds to make it look natural.
You can do this using:
Facebook Business Inbox > Automated Responses, or
ManyChat (Free Version) with Smart Delay + DM trigger
Here’s the exact message to use:
“Hey! Thanks for reaching out — we’d love to get you a quote. Can you tell me a little more about what you’re looking for and where you’re located?”
Why it works:
It’s fast. It feels real. It starts the convo. And it buys you time to respond when you’re free.
Step 2: Reply As Soon As You Can
Once you see their response, message them back manually.
Your reply should do 3 things:
Acknowledge what they asked for
Ask a follow-up to get more info
Offer to set up a quote
Example:
“Gotcha — we do a lot of yards like that in your area. We usually start around $300/month for bi-weekly maintenance. Want me to stop by this week and take a look?”
Or:
“Perfect, we’ve got two openings for quotes this week — Wednesday afternoon or Friday morning. Which works better for you?”
Step 3: Book the Quote
Don’t just say “let me know.”
You want to either:
Manually confirm a time, or
Send them a booking link
But confirm quickly — within 2–3 messages max.
If you’re doing it yourself, just say:
“Cool — I’ll lock you in for Thursday at 3PM. You’ll get a reminder beforehand.”
Or, if you have a booking calendar (Acuity, GoHighLevel, Calendly):
“Here’s my quote calendar — feel free to grab whatever works: [link]”
IMPORTANT:
Manual booking usually gets more responses. But having a link as backup is still smart.
Step 4: If They Stop Replying
You’re not here to beg.
Wait 1–2 days, then send one short message to follow up.
“Hey [Name], just checking back — still want to grab a quote for the yard?”
That’s it.
Don’t push. Don’t beg. If they want it, they’ll answer. If not, they’ll keep seeing your ads.
Keep This Real — Use a Script Screenshot
You don’t need a sales script or CRM.
Just save a few examples in your phone of what to say — like this chart below — and reference it when you’re replying to leads.
Lead Says… | You Say Back: |
|---|---|
“How much for mowing?” | “Totally depends on the property — what area are you in?” |
“Do you do cleanups?” | “Yup — we’ve been doing a bunch this week. Want me to send pricing?” |
“I just want a quick quote” | “For sure — we’ve got 2 spots this week. Want me to lock one in?” |
“I’m not sure what I need yet” | “Totally fine — want me to stop by and take a quick look?” |
Save this chart. Screenshot it. Use it when texting with leads. That’s the system you need doing this manually.
Summary Flow
Step | Action |
|---|---|
1. DM Auto-Reply (Delay) | “Hey! Thanks for reaching out…” |
2. Manual Response | Ask a follow-up, offer a quote, give availability |
3. Book the Quote | Manually confirm or send booking link |
4. If No Reply in 2 Days | “Still want to grab a quote?” |
5. Let Ads Handle the Rest | If they ghost, no problem — let retargeting take over |
Don’t. be. pushy.
Just talk to them like a human. Be fast. Be helpful. Book it.
That’s it.
And with that — you now have a system that not only brings in leads, but turns them into real booked jobs, on autopilot, while you’re still out doing what you do best.
A side note, a lot of people like to have fully automated lead forms and responses and that can absolutely work. BUT, people incredibly value customer service, and I’m a strong believer in those little things that will increase your closing rate and make your customer actually feel valued.
Follow-Up Checklist
BONUS SYSTEM:
Google Business Profile + Reviews
Your Google Business Profile (GBP) is the first thing serious clients look at when deciding whether to trust you. It’s your digital storefront — and having a stacked page full of five-star reviews with photos is one of the fastest ways to dominate your local market.
This section gives you the exact system to build 40+ 5-star reviews quickly — and grow from there.
Step 1: Set Up and Optimize Your Profile
Go to google.com/business and create or claim your profile. Fill in everything:
-
Business name
-
Service area (not your home address)
-
Phone, email, and website
-
Categories (e.g. Landscaper, Lawn Care Service)
-
Hours
-
Description that mentions your services and city/town
-
At least 10+ high-quality photos of real work
Step 2: Use Review Cards With a QR Code
Print small branded cards with a QR code that goes directly to your review page. The example above can be done QUICKLY and easily. It’ll cost you roughly $30-$40 per 100 cards. This is an absolute MUST for after each job.
Here’s a link to the cards above if you want to order them for yourself. Just swap a transparent version of your logo in, change the text, and print!
Other options to include on the card:
“Enjoyed your service?
Leave us a review and get 10% OFF your next visit!
Upload a photo with your review and get 20% OFF!”
How to create your QR code:
Open your business on Google
Click “Write a review”
Copy that link and run it through qrcode-monkey.com
Download the QR and print cards on Canva or Vistaprint, or Zazzle
Step 3: Hand It to Every Client and Ask
After every job — during the final walkthrough or while wrapping up — hand them the card and say this:
“Hey [Name], we really appreciate you having us out. If you’ve got a second, that QR code will take you straight to our Google review page. If you can leave us a quick review, we’ll take 10% off your next visit.
And if you upload a photo of the yard, we’ll knock off 20%!”
Why it works:
It’s clear, personal, and gives them something back — all while building trust for future clients.
Step 4: Follow Up If Needed
If they don’t leave it right away, text them the next day with the same message and QR link.
“Hey [Name], just following up — if you have a second, we’d really appreciate a quick review! You’ll get 10% off your next visit (20% if you upload a photo). Here’s the link: [Insert Link]”
You’ll double your reviews just by asking a second time.
Step 5: Ask Your Network to Help You Hit 15+ Fast
Don’t wait for the reviews to come in slowly. Ask people in your circle — even if they’ve never hired you — to help.
Text 15–20 friends, neighbors, or relatives:
“Hey [Name], I’m growing my landscaping business and working on building my Google presence. Mind leaving me a 5-star review? Feel free to mention lawn care, cleanups, or just that I do great work. Here’s the link: [Insert Link]”
This gets you fast momentum — and Google will show your page more once you hit 15+ reviews.
Step 6: Think of Reviews as Paid Leads
Let’s break down the numbers:
You offer 10–20% off, which might cost you $30–60
That review can bring in thousands in new work over time
And Google reviews last forever
You’re essentially paying $30–$60 to have a top-performing local ad that never stops working.
That’s the cheapest, highest-ROI investment in your business.
The Goal: 40+ Reviews, Then 100+
Once you hit 40 reviews, you’ll notice:
Higher response rates from ads
More people reaching out saying “I saw your reviews”
Local Google rankings increasing for searches like “landscaper near me”
At 100–200 reviews, you’ll likely be one of the top landscaping businesses in your service area. At that point:
Make sure your website is sharp and conversion-ready
Add more location pages for neighboring towns
Continue getting 5+ reviews per month
This is how you stay visible, trusted, and fully booked year-round.
Recap: The Review System Flow
Step | What to Do |
|---|---|
Set up your profile | Optimize everything with photos and service details |
Print QR code review cards | Offer 10% off for reviews, 20% off with photo |
Ask in person at every job | Hand the card, mention the reward |
Follow up after 1 day | Text with the review link again |
Ask friends + family | Hit 15+ reviews fast — they still count |
Set your goal | 40+ reviews ASAP, then scale to 100–200 |
Your Google profile is free — and it’s also one of the most valuable assets in your business.
This system makes it work for you. Every single day.
Google Business Profile + Reviews Checklist
Text & Email Follow-Up System: For Non-DM Leads
This section shows you exactly how to set up your follow-up system for leads that don’t come through ads or DMs. These are organic leads — people who saw your truck, found you on Google, or were referred by a friend.
Your texting system is your most valuable asset here. It’s how you close more jobs with less effort — without ever coming off pushy.
Let’s walk through how to set this up like a pro — even if you’ve never done anything like this before.
Why This System Matters
Leads from:
Google My Business
Yard signs
Vehicle wraps
Referral texts
Your website’s quote form
…usually come in with no context. You’re not talking to them in the DMs. You’re starting cold. That means you need a system that:
Feels real and personal
Gets them to respond
Lets you book the job or re-engage later
Text messages are your #1 channel for this — not email.
Step 1: Always Collect These 3 Things First
Every time a lead reaches out or fills out a quote request, you must collect:
✅ First Name
✅ Phone Number
✅ Email Address
You can get the rest (address, service type, etc.) later. These 3 are all you need to:
Start the conversation
Add them to your system
Follow up if they ghost
If you’re using a form (like on your site), make those 3 fields required. If they’re coming in from those other methods, they’ll likely call or send a text.
Step 2: Set Up a Tool to Store and Message Leads
Recommended Tools:
Tool | Use For | Why It’s Good |
|---|---|---|
Jobber | Quotes, scheduling, client info, texting | Very easy to set up — made for landscapers |
GoHighLevel | Text/email automations + form builder | Best for building a real follow-up system |
Google Sheets | Manual tracking of basic lead info | OK for beginners, not scalable |
✅ If you want to keep it simple — use Jobber. You can send quotes from here as well which is a massive bonus.
✅ If you’re building a serious lead engine — use GoHighLevel. This is a bit more advanced but more custom.
Step 3: Text > Email (Every Time)
Texting is personal, immediate, and natural. It’s how people already communicate. That’s why:
You should ALWAYS text first
Use email only for tips, seasonal updates, or offers
Never spam — you’ll lose trust
A single, well-timed text can book a $2,000+ client.
A sloppy one can make you look like spam.
Step 4: Use This 3-Part Text Script for New Leads
Here’s your go-to flow when a new non-DM lead comes in (from GMB, referrals, signage, etc.)
Text #1 — Immediately (Auto or Manual)
“Hey [Name], this is [Your Name] from [Business Name]. Appreciate you reaching out! I just got your request — what kind of service are you looking to get done?”
This opens the convo naturally — no pressure.
Text #2 — After They Respond
“Great! Pricing for that varies a bit but generally ranges from [$XXX – $XXX]. Is there a time that works best for you for me to come out and give you a quote?”
If they’re busy or can’t respond right away, this gives them a low-friction option to schedule.
Text #3 — (If They Ghost After Responding)
Wait 1–2 days, then send this:
“Hey [Name], just checking back to see if you still wanted a quote. Let me know what works!”
Only send this once. If they still don’t reply, they’ll either come back later — or you’ll reactivate them later.
Step 5: Example Reactivation Flow (For Old Quotes)
Let’s say they messaged you, but didn’t book. One month later, send this:
“Hey [Name], this is [Your Name] from [Business Name]. We’re doing some work in your area this week, were you still interested in having us come and take a look at things?
Or if you’re running a seasonal discount:
“Hey [Name], this is [Your Name] from [Business Name]. Quick heads-up — we’ve got a 10% off fall cleanup promo running this week. We’re in your area this week if you’d like to get a quote.”
Note: Don’t do this more than once every 4–6 weeks. Your text list is gold — protect it.
Step 6: Email (For Tips and Promos)
Once you’ve collected their email, send:
Monthly seasonal tips
Before/after project features
“Now Booking” reminders
Service promos (e.g. “Get $75 off cleanups this week only”)
Keep emails friendly and short. You’re not selling — you’re helping.
Here’s an example…
Subject: “Is your yard ready for fall?”
Body:
“We’ve been doing a bunch of fall cleanups this week — and spots are filling up fast. If you want us to take a look, just reply or book here: [insert link]”
Step 7: Save Your Top Scripts in Your Notes App
Every landscaper should have a saved message bank on their phone. Save:
First message
Follow-up
Booking message
Reactivation check-in
Seasonal offer
You can send them in 10 seconds when you’re busy.
Audit Your System: What You Should Have in Place
✅ Do you collect name, phone, and email from EVERY lead?
✅ Do you have a booking link you can text?
✅ Do you reply to leads within 1 hour?
✅ Do you follow up ONCE if they ghost?
✅ Do you send monthly or seasonal tips via email?
If not — start there. You don’t need fancy tools. Just consistency.
Final Flow: Non-DM Lead Lifecycle
Step | What to Do |
|---|---|
They reach out | Text immediately using Script #1 |
They reply | Offer to confirm manually or send booking link |
They ghost | Follow up once after 2 days with a casual message |
They still don’t book | Save their info and re-engage with text or email next season |
You keep them warm | Send 1–2 helpful emails/month with tips and booking reminders |
Every lead that ghosts is still a lead.
With this system in place, you’ll stay top of mind — and close jobs months after other landscapers forget the name.
Text smart. Email sparingly. Stay booked.
Text & Email Follow-Up Checklist (Organic Leads)
Social Media: How to Stay Booked by Showing Up Online
You don’t need to “go viral” to grow your landscaping business. You just need to show up consistently — with real proof of your work, in the towns you want to serve.
This section gives you a simple content plan that builds trust, attracts local leads, and makes your ads + referrals convert even better.
Why This Matters
When someone sees your name — whether it’s from a Google search, referral, or Facebook ad — the first thing they do is look you up.
Do you look real?
Are you active?
Do you do good work?
Your content answers all those questions before they ever call you.
If your page looks sharp, has recent posts, and shows your team and your work, you’re already ahead of 95% of local landscapers.
What You Should Be Posting (Simple Formula)
Stick to this mix of 3 types of content:
1. Proof of Work
Before/after shots
Cleanup transformations
Weekly mowing results
New mulch installs
Hardscape and paver projects
Tip: Use local captions:
“Full cleanup finished in [Town]. We’ve got 2 more openings this week if you’re looking to get on the schedule — DM us or text [Phone Number].”
2. Behind-the-Scenes / Team Content
Quick videos of you or your crew working
“Day in the life” style clips
Equipment, trucks, or trailers pulling up
Your process — walk-throughs, prep, clean finish
Why: This builds trust. People want to see who is coming to their house — not just logos.
3. Client Social Proof
Screenshots of texts that say “thanks so much, yard looks amazing!”
Google review snippets
Video testimonials or simple quotes from happy clients
Tag your location or the town you’re working in
Use this template:
“Another 5-star review from a happy client in [Town]! Want us to take a look at your yard? Hit the link in bio or shoot us a message.”
How Often to Post
You don’t need to post every day. Just stay consistent.
Platform | Frequency | What to Post |
|---|---|---|
2x/week | Reels, photos, carousels | |
2x/week | Job updates, share IG content, reviews | |
Google Profile | 1x/week | New photos, promos, service updates |
Re-use the same content across all platforms — just tweak the captions.
What to Avoid
Generic memes
“We’re open!” with stock photos
Random graphics with no photos of you or your work
Not tagging your city/town (location is everything)
You’re not trying to entertain people — you’re showing them you’re the go-to landscaping business nearby.
Bonus Visibility Moves
Create Instagram Story Highlights (e.g. “Cleanups”, “Mowing”, “Mulch”, “Reviews”)
Add photo albums by town or zip code (Google, Facebook)
Use local hashtags:
#RochesterLandscaping, #PenfieldYardCleanup, #FairportLawnCare
This Content Supports Your Entire System
It makes your ads convert better
It makes referrals trust you faster
It keeps you top of mind between jobs
You don’t need to be a content creator. You just need to show up as the expert in your area.
A clean yard photo with a quick caption can book $2K in new work.
Post it. Tag your town. Stay visible. Stay booked.
Team Structure & Scaling
As your landscaping business grows, your team must evolve with it. What works when you’re just starting will hold you back as you begin scaling. The goal isn’t just to hire help — it’s to build a system that gets results whether you’re in the field or not.
This section walks you through the exact team structure you should have at each stage of revenue growth, so you can scale with consistency, quality, and control — and begin offloading marketing tasks as early as possible so you stay focused on fulfillment, not content calendars or ad accounts.
$0–$10K/Month: The Solo Operator Phase
Structure: You — doing everything
You’re quoting, doing the work, following up, and collecting payment. This is where most landscapers start — but if you stay here too long, your growth will stall.
Role | Count | Notes |
|---|---|---|
Owner | 1 | Handles all labor, quoting, admin, and marketing |
What to Prioritize:
Define your service packages and pricing
Start collecting photos and 5-star reviews
Use a basic CRM or Google Sheet to track jobs and follow-up
Prepare for future systems (save scripts, build job checklists)
Marketing is still DIY — but should be systemized early (job photos, captions, templates).
$10K–$20K/Month: Entry-Level Delegation
Structure: Owner + Laborer + Basic Marketing Support
You’re booking more work than you can handle alone. The right helper can double your productivity and allow you to offload the marketing tasks that are draining your time.
Role | Count | Notes |
|---|---|---|
Owner | 1 | Still in the field — begins organizing and quoting more |
Laborer | 1 | Flexible or part-time support on-site |
Admin | Optional* | Helps with reminders or reviews (shared or part-time) |
Marketing Assistant (freelancer or hourly) | 1 | Posts job photos, updates GMB, basic ad edits |
What to Prioritize:
Train your laborer on setup, tools, and closeout
Begin documenting job flows and quote formats
Delegate social media posts, GMB photos, and testimonial screenshots
Set up templated follow-ups and text reminders
You shouldn’t be pausing cleanups to post reels — even basic marketing should be delegated now. You WILL stick be heavily focused on marketing and working with your new team members, but have them execute the simple, non important tasks like posting, while you help get them raw content.
$20K–$30K/Month: Building Operational Capacity
Structure: Owner + Laborer + Part-Time Admin + Marketing Support
You’re booked consistently. The quality of your communication and delivery defines your reputation. Your backend and marketing should be running without constant owner input.
Role | Count | Notes |
|---|---|---|
Owner | 1 | Handles quoting, job prep, and client communication |
Laborer | 1 | Assists with execution |
Admin | 1 | Manages reviews, schedule blocks, follow-up |
Marketing Assistant / Agency | 1 | Updates weekly content, manages GMB, edits ads |
What to Prioritize:
Shift from doing marketing to approving it
Build content workflows: send photos, VA creates post
Use Jobber or GoHighLevel to automate reminders
Track basic ad performance (cost per lead, leads per week)
By this point, marketing must be handled externally. You are the visionary — not the media team.
$30K–$50K/Month: Transition to Delegation
Structure: Owner (Partial Field) + Crew Lead + 1–2 Laborers + Admin + Marketing Manager
You’re running a real operation — not just quoting and cutting. Marketing is a machine that runs without you, and your brand should now appear established across search, maps, and social.
Role | Count | Notes |
|---|---|---|
Owner | 1 | Mostly out of the field — focused on quoting and growth |
Crew Lead | 1 | Runs jobs start to finish |
Laborers | 1–2 | Supports field execution |
Admin (PT/FT) | 1 | Handles booking, reminders, review requests |
Marketing Manager / Agency | 1 | Runs ads, updates GMB, builds content bank |
What to Prioritize:
Install systems for quoting, scheduling, and post-job follow-up
Add tracking to your website and ads
Schedule weekly marketing check-ins or Loom reviews
Launch 1–2 seasonal promos per quarter
The owner’s only job in marketing now is to provide raw content (photos, client wins) — everything else should be delegated.
$50K–$75K/Month: Full Field Delegation
Structure: Owner (Out of Field) + Field Ops + Admin + Estimator + Dedicated Marketing Execution
At this level, you’re running the business — not running crews or uploading stories. Every key function in marketing and fulfillment must be owned by someone other than you.
Role | Count | Notes |
|---|---|---|
Owner | 1 | Fully out of the field — manages leads, systems, and growth |
Field Ops Lead | 1 | Oversees logistics, team performance, quality |
Crew Leads | 1–2 | Lead daily jobs, manage team members |
Laborers | 2–4 | Executes service work |
Admin (FT) | 1 | Manages schedule, phones, follow-ups |
Estimator (PT/FT) | 1 | Handles quoting pipeline |
Marketing Manager / Agency | 1 | Oversees paid and organic content, email/SMS, retargeting |
What to Prioritize:
Launch nurture campaigns and remarketing
Delegate review generation and testimonial capture
Build seasonal ad calendars and content libraries
Use reports to track leads, ad spend, and ROAS monthly
You’re no longer running ads — you’re reviewing them. This is the difference between working in the business vs. running the system.
$75K–$100K+/Month: Brand-Level Operations
At this point, your marketing, quoting, and fulfillment should all run independently. Your business is viewed locally as an established brand — and your job is to grow strategically, not tactically.
Role | Count | Notes |
|---|---|---|
CEO / Owner | 1 | Focused on expansion, partnerships, and financials |
General Manager | 1 | Oversees daily operations, team performance, reporting |
Crew Leads | 3–5 | Operate assigned routes or verticals |
Laborers | 6–10+ | Support services across territories |
Office Manager | 1 | Manages admin, scheduling, intake |
Admin / Support | 1–2 | Handles CRM, rebooking, reviews, inbound |
Estimator / Sales Rep | 1 | Full-time quoting and client onboarding |
Marketing Lead / Full-Service Agency | 1 | Owns all media, reporting, funnels, visibility strategy |
What to Prioritize:
Weekly reporting from marketing on CPL, ROAS, and attribution
Quarterly content and campaign planning
Expansion via new verticals, neighborhoods, or seasonal services
Transition internal marketing to another full-time hire or dedicated team
You are now running a system — not a service. Marketing becomes a growth engine, not a checklist.
You scale faster when you stop trying to do it all yourself.
From $10K/month onward, delegate your marketing so you can stay focused on what matters most: fulfillment, team leadership, and growth.
Structure beats hustle. Every single time.
Team Structure & Scaling Checklist
Launching Your System
You now have the complete $100K/month marketing blueprint in your hands. The pillars are in place. The structure is mapped out. The only thing left to do is launch it.
This section gives you a step-by-step checklist to set up the Landscaping Lead Engine Protocol and begin scaling your business without relying on referrals, guesswork, or burnout.
Step 1: Set Up Your Core Offer
Choose your core service (e.g. weekly mowing, fall/spring cleanups, mulch refresh)
Package into Good / Better / Best tiers
Price by lot size (¼ acre, ½ acre, 1 acre, etc.)
Create a clean quote format — no PDFs, just clear breakdowns
Offer an 8-month seasonal commitment with 10% off as your primary close
If your offer isn’t easy to explain in one sentence, you’ll struggle to scale.
Step 2: Launch Your Lead Engine Campaign
Use Facebook + Instagram ads with the Send Message objective.
Ad Setup:
Objective: Send Message
Placements: Facebook Feed, Instagram Feed, Reels, Stories
Radius: Up to 50 miles
Age: 26–65+
Budget: $20–30/day for cold; $5–10/day for retargeting
Creative:
Video of you explaining the service
Before/after job photos
Client review screenshots
Transformation graphics (if designed)
Let your campaign run for at least 7 days before adjusting. If you’re not getting leads — your creative isn’t strong enough. Rework and relaunch.
Step 3: Activate Your Follow-Up Engine
Use ManyChat or Facebook’s built-in auto-reply
Delay the first response by 15–20 seconds
First message should feel personal and human:
“Hey [Name], appreciate you reaching out. Want to tell me a little more about what you’re looking for and where you’re located?”
Keep it short
Get to quote scheduling in 2–3 messages
If they ghost, follow up once:
“Just checking in — still looking to get that quote?”
Do not send generic follow-up blasts. This is a conversation — not a drip campaign.
Step 4: Launch Your Review System
Create or verify your Google Business Profile
Add service descriptions, photos, and your territory
Print review cards with QR codes linked to your review page
Offer:
10% off next service for a review
20% off if they include a photo
Goal: Get to 40+ reviews as fast as possible. Ask family, friends, and past clients — aim for 15+ just to build your base.
Step 5: Set Up Email & Text for Non-DM Leads
Some leads will come through your website, GMB, signage, or referrals — not DMs. You still need a system for them.
Collect First Name, Phone Number, and Email on every quote
Use text as your primary communication channel
Email is for general updates, promos, and tips
Text flow:
“Hey [Name], this is [Your Name] from [Company]. Just saw your request — what are you looking to get done?”
“We’ve got a couple quote spots this week. Want me to pencil you in or send you the booking link?”
“Totally fine either way — just checking in.”
Avoid over-texting. Use it sparingly — and always with value.
Step 6: Start Posting Content Consistently
Posting Plan:
Platform | Frequency | What to Post |
|---|---|---|
2–3x/week | Before/after jobs, client quotes, cleanups | |
3x/week | Reels, stories, job walk-throughs | |
GMB | 1x/week | New photos, completed job updates |
Re-use your best job content across all platforms. Add location tags. Keep it clean and local.
Step 7: Track Results and Optimize
Every 30 days, review:
How many leads came in
How many booked
What you spent on ads
What you earned per client
Your average job value
Your quote-to-close rate
Example:
$1,500 in ad spend
30 leads
8 booked
$6,000 in revenue
That’s a 4X return. Tweak only what needs it.
Final Checklist
Offer is packaged and priced clearly
Ads are running with video and image content
Auto-response is live and human
Review system is built and being used
Leads are being tracked by source
Non-DM quotes are responded to via text
You’re posting content 2–3x per week
You’re reviewing performance monthly
You Don’t Need More Leads. You need Better Clients & the Right System.
This system doesn’t just bring in leads — it gives you clarity on:
Who you want to serve
What to charge
How to book work without burnout
How to build momentum that compounds
You now have the Landscaping Lead Engine Protocol. Run it. Tweak it. Let it work. Then grow from there.
