My first whining here on Lawnsite...

[GarPA]

Being in its first full time year, my business has done well and our reputation for doing high quality dependable work is commented on by nearly all of the customers. To date, all work has been gotten by referral. But I need a larger customer base....and I would think fall is a good time to do some 'cold call' marketing....so I prepare 200 very nicely done door hangar fliers with bright yellow paper and bold letters with LAWN DROUGHT REPAIR AND LEAF REMOVAL....2nd page details other fall services and the benefits of core aeration. These were very well done if I must say so myself. So I target 3 different neighborhoods that are upper middle income...not rich folks but the homes are 300 to 350k. Dropped the weighted (thanks Hoss) bags at base of each mailbox. Now I know that the response rate for this kind of shotgun marketing is very low...so out of 200 I only expected maybe 4 calls and if I landed 2 jobs that would be very good....well....its been 11 days and I have not received a single phone call...even from someone wanting free advice or price shopping...frankly I'm disappointed. 75% of my biz is small to medium commercial...and I love that niche but I need a bit more residential....Guess I want you to tell me my results are not uncommon....but right now I'm a bit disgusted with the cold call approach...am I doing something the wrong way???...I only have so many days this fall to build up the base and the clock is ticking... whine whine whine whine.....boo hoo

[65hoss]

Timing! You may be surprised how many people will keep your flyer and call later on. Many people don't call until they need you. As far as the number, only 200 out isn't very good odds. You need a few thousand at a minimum.

[GarPA]

agreed 200 is a small number...will be doing more this week...not having done this b4 I was being conservative with the first batch...will get the higher numbers out as you suggest...

[DLS1]

Get 2 or 3 thousand flyers made at Office Max or one those type places. Then go to local newspaper and ask them to insert the flyers into the newspaper by zip codes. It is cheaper than you think.

[Guido]

I thought cold calling was just that.....calling up people in that neighberhood and putting them on the spot to talk to you or make an appointment to meet with you. But maybe some call it something different.

Anway, just like 65hoss said............they aren't likely to call as soon as you drop the flyer. A few may be intrested, but put your flyer aside until they decide to call you or are ready for your services.

The best way to do this would be go onto one of those internet searches where you can get people's names and number by street name and call all of them to follow up. Ask them if they recieved your flyer that you left on such and such a day and if they would like any more information on services you offer or would like you to come visit the site, etc.

You have to follow up or else your ad will get burried with the rest of the **** in the drawer.

Good Luck!

[turfmarketing]

kitzy--

I haven't seen your flyer, so I don't know why it isn't working. One thing I do know. Most marketing efforts...advertising, flyers, mailers, whatever, do not provide a compelling reason to act. If these homes are aready buying lawn care from someone else, why should they buy from you.

You say that you are professional...who says they're sloppy! You say that you are cost-effective...who says they're over-priced! Many businesses don't take the time to find-out what differentiates themselves from the competition and exploiting the difference. Find-out what is important to the prospect and then present yourself as the solution.

If done right, 200 good flyers will work better than 2000 average ones.


IMHO

[LoneStarLawn]

If you are trying to present yourself as a professional company I would suggest having the fliers mailed or placed at the door. IMHO leaving the flier weighted in the yard is just tacky.

[BRL]

Ditto the last 3 replies.

[dforbes]

I agree with the other posts. The only thing I would add is I think a two page flyer may be a little much. People who pay for lawn care consider themselves busy and may take time to look over a nice flyer that is interesting and gets their attention but two pages is to much information to read at once. I think a one page flyer focusing on what your trying to sell for the time of year. Then when you get the business, you can talk to them about eveything else you do.
Dennis

[gene gls]

kitzy,

If you have been working from referruarls, don't be dissappointed with your flyer attempt. They will call. Last year was my first year as full time. I had one helper and worried every week about getting enough work to keep busy. This year I have added 40 accounts and two more helpers and am running behind, even with the drought. I have found that returning calls and being persistent with quality work makes a big differance. Out of all the quotes that I did I only recived 2 calls from a phone book listing.

Hang in there and GOOD LUCK.

Gene

[drobson]

I put out about 3,000 flyers so far this year and I got about 4 jobs from them. I get a better return on putting up the pull tab type flyers in supermarkets and convenience stores. Of course the referrals are the best because you already have an "In"... I figure that if I get 1 job out of every 1,000 flyers I put out that it covers my cost of flyers and bags. Then if I get any more than that it helps my profit margin.

[Mow&Snow]

I put 2000 flyers (by hand) out every season (spring and fall). I will normally get 50 to 75 calls on them. I will return every call, and set an appointment for as soon as I can manage it. I will sell 9 out 10 calls. This is the only way I advertize other than referrals. I have been doing that for 6 years now.

Oh, and by the way, pull type flyers? These are what teenaged girls around here use for getting babysitting jobs.

[drobson]

I see a lot of different people advertising with the pull tab flyers, and judging by the number of companies in all different types of businesses that use them they must really work. I use a full color page with 10 pull tabs on the bottom that are perforated (sp?) and come off looking just like a business card. At the price of multi-color flyers I will take a 10:1 ratio customers to flyers anyday...

[heygrassman]

If done right, 200 good flyers will work better than 2000 average ones.

Can you share some creative that can demo this?? I can believe this with target mailing to qualified leads. But with general door hangers, you are saying that you can pull 10 to 1 with a "good flyer" over an "average" flier.

Kitzy.. If you can, post the creative. Maybe we can offer some suggestions for the next 200..

Hoss brings up a good point..folks around here are just getting settled with school, etc. and lawns do not appear to be at the top of the list.

I am going to wait a week or so to start going after aerations, to let the dust (pun intended around here) to settle.

Good Luck!!

jeff

[Mow&Snow]

Kitzy, if you give me an email, I'll send you an example of flyers I've used in the past.

[Randy Scott]

So basically you littered on someones private property with that method of advertising. I don't care who it works for, it's cheesy! You want to get all the work without doing any work or spending money. Start thinking about doing some respectable advertising and you'll get work. I commend you that you say your doorhangers are nice, but everyone out there does doorhangers. There are other approaches and methods to marketing yourself and your business, be creative. Advertising is expensive but that's just a part of business. Good advertising will get results. The biggest key to advertising is repetition and recognition. People need to see your company name more than once, more than twice, and become familiar with it. They need to see it in a variety of places also so that it becomes a mainstay in their mind. Getting the calls are the hardest part, selling the work thereafter should be somewhat easier if you are prepared and know what the market will bare. Present yourself and product in a professional manner. Just like good quality equipment that we all say to spend our money on first time around, because it will last and perform better work, you need to spend money on advertising and you will see a return. I know it's hard to spend what you don't have, but you should budget money for advertising just as you do for equipment. We at times get too caught up in the excitement of new equipment purchases and put advertising on the back burner because it's not fun or cool to do or have like new equipment(toys for boys). Good luck with it!

[Mow&Snow]

But toys are so much fun dad....

[BigJim]

Just delivered 800 flyers in the mailboxes(its not illegal here)around this suburb.2 jobs so far,1-2 jobs per 1000 seems to be the magic figure for flyers.While putting them in mailboxes is Ok here we dont put them in boxes that have a sign saying No Flyers.Its interesting to note that these houses always semm to have the lawns in most need of a lawn guy.

[dforbes]

big Jim
Your lucky, they don't enforce it there. A mail box belongs to the federal government and it is against the law anywhere to put something in it that has not gone through the post office. It is illegal anywhere and is not a local offense. one postman having a bad day can put you in serious trouble. I would sugest you look this up. Hate to see you in trouble.
Dennis

[dforbes]

Big Jim,
My appoligies, just realized you are not in the US. I'm sure you know the rules there. I should look closer before I reply to posts. I would hate to see anyone get in trouble.

Dennis

[Mow&Snow]

As this is the way I normaly advertize, I have some experience.

It is a FEDERAL OFFENSE to tamper with a mailbox in any way, and this includes putting flyers in it or ON IT,(like stuck between the box and the flag). The feds OWN that mailbox.

Having said that, the homeowner owns the post that the box sits on. So it is perfectly legal to stick a flyer to that post, right under the door to the box, with a tack or staple. The postmaster in almost every area i've gone has called to cry at me everytime I have done this, because some cranky postman has complained to him. He always starts out strong by telling me to stop and the penelties involved, but when I explain where I am attaching the flyers, he always says to have a nice day then.

On that note, paper boxes are not owned by the goverment, but by paper companies. If there is a box there I will always put it in there. I have never had one paper call to tell me to quit it. And if they do, there are no federal offenses involved here. Most people think the flyer came with the paper. LOL

[Mow&Snow]

oh dam! New Zealand

[SLS]

I quit doing the mailbox-post flyer thing after I began noticing that at nearly all of my residential accounts the flyers were in the lawn, ditch, or street!.

I don't know if the clients or the mail delivery person is tossing them...or if the wind is the culprit. It could even be neighborhood kids snatching them off for all I know.

And sometimes they die a slow death...from just hanging there limply, getting beat up by the elements. Then they fall off...at which time it is my duty to dispose of them...along with the empty soda/beer cans, cigarette packages, candy wrappers, and ocassional pair of panties (...if only panties could talk...). ;)

The bottom line is: Most flyers at my accounts just wind up wet, tattered,...and in my trash bag.

There was a driveway sealing outfit that plastered the area a few weeks back...and I know of 40 residents that did not even read their flyer. They were either lying on the lawn, street, or ditch.....in the rain!

Oh well, I guess its true,.... you get what you pay for! :D

[Rob Spread & Spray]

Here are my thoughts.

1. You need to do more volume.
2. Repeated flyers to same address
3. Mail them instead of dropping off
4. You can by a cross reference directory to follow up by phone.
5. Cut down to one page, clean simple ideas.
6. You need a USP. Unique Selling Point
7. Give a coupon for a dicounted %, not a flat $ off.

Hope this helps.
:blob3:

[MOW ED]

Go to your county courthouse or recorder of deeds office and find the recent real estate sales. These are the people that will be your best concentrated targets. They probably have not even thought of lawn care to this point or may be looking after doing the lawn all summer.

Mail to these addresses. You will have their name so make it a little more personal. Follow up again in the spring. Name recognition.
You also may get a couple of calls from your first ad effort but the target audience is the key for a small ad budget. Good Luck.

[Brickman]

Originally posted by 65hoss
Timing! You may be surprised how many people will keep your flyer and call later on. Many people don't call until they need you.

Exactly.

Also "cold calling" NEVER got me any jobs. I found out I was better off, with less stress by letting the people come to me thru YELLOW PAGE advertizing. Or what ever print advertizing I was using at the time.

[strickdad]

Originally posted by 65hoss
Timing! You may be surprised how many people will keep your flyer and call later on. Many people don't call until they need you. As far as the number, only 200 out isn't very good odds. You need a few thousand at a minimum. this is so true.we had a little old lady keep ours for a year when she called us she presented the coupon we had on it, she said is this still good? i said sure. (no experation date)

[Mow&Snow]

People are funny like that. I too have had people keep thses things forever. I think the oldest one was almost two years old. The customer said he found it under a pile of **** on his desk when he was cleaning.

Turned out the man needed 5 or 6 grand worth of work done....

[GarPA]

thanks for all your points of view...and for the 'headslap' on my 'tacky' flyer distribution...but you're right...littering is not a way to make a good first impression...by the way, I got 4 calls this past weekend from this small handout of a few weeks ago...2 landscape installs 2 lawn renovations...small to medium sized jobs...just what I was looking for...again you guys were right about people holding onto your biz card....one person told me they were glad to get the flyer because they had called 2 other service providers a month ago and they did not return the call..I find that strange since its not like we all have been so busy we cant return a call...oh well...while customers can be a real challenge sometimes I gotta say that I get more amazed at how some of us in this business stay in biz given the pizz poor way we handle prospective clients...thanks again guys for your not so shy help

[brucec32]

Around here the baggie with the rock and paper in it approach is considered pretty amateurish. I for one just toss the flyers I get for house cleaners and such in the trash and would never hire someone who advertised that way. I would suggest targeting the people in neighborhoods you already service via direct mail. You gotta spend a little to make more money.