four years. it has taken 4 years. there is a new development here, well, fairly new. it's been around for like 5 yrs. homes start at $750,000. well, a guy i know, worked in this development when it first became inhabited. he provided EXCELLENT, top notch service for LOW, LOW fees. he had it all, great equipment, pest license, insurence, you name it, totally legit. well, he put himself out of business in less than 2 years. he gave them me as a reference. here was the trouble. he was mowing these should be $40 properties for $25, and doing a great job. when i went in at $40, i could not get a single client to sign. they all had this $25 price tag imbedded in thier heads, and said they would not go higher than $30. adios, see you later. well, after 4 years, they have come to the conclusion that they need to pay more for a decent service. i'm working my way in there at $45 a clip, 3 yr contracts, with a locked in 3% annual increase. but, it took 4 years because since they had a guy doing great work for $25, they knew it was possible, and that number stayed in the back of thier minds. so how long does it take to "recover" from a consumer aquainted with low priced services? you'd be surprised.