My question is... Why do you not expect the customer to look for the best price? The fact is we're talking mowing grass. Most people whether theyre cheap or expensive do an acceptable job. Most dont go out of business when it gets hot out. Most dont "hack" up the lawn. Most are somewhat dependable. Yes there are exceptions to everything, but most of the time the firefighter with 10 accounts on his day off does just as good if not a better job than the guy with a 4 man crew and 100,000 in equipment showing up. My opinion is most customers prefer a "lawn guy" over a "landscape maintenance company". When I need to hire a tri-axle for work, I can get a guy with a dependable older truck for 50 per hour. Or I can hire a trucking company with 30 some trucks at $75 an hour each. A big fleet of new trucks. I know the new trucks and big companies overhead is more....But I dont personally care. If I can get a truck for 50, why would I pay 75? Because the truck is shinier? Now if the $50 guy became undependable or was always broken down, then I would look elsewhere. But his truck hauls just like the new ones, so Im not paying more. Same with all other services I contract out or hire for. I had my barn painted. My wife got 4 estimates because we had no clue what people charge for painting. Called 4 people out of the newspaper. 3 were "painting companies" They were all in the $2500 - $3000 range. The forth guy showed up in an older car with a ladder on the roof. He said, "You go to home depot and but the paint and Ill do it for $500." We confirmed he had insurance incase he got hurt. He got the job. I saved $1500-$2000. Barn looks great. He worked 2 days and put 500 in his pocket solo and everyone is happy. I dont care that the painting companies have truck payments, payroll, offices, shops, secretaries, and all the like. This guy did a great job without all of that. Why would I pay a premium so I can have a 2007 van in my driveway and the job in one day instead of 2? You people need to get it through your heads that you are competing in an "UNSKILLED JOB" You can cut grass I can cut grass My mother can cut grass My 12 year old cousin can cut grass A white guy can cut A mexican can cut This is a job that anyone can do and most can do a good job. Its a myth that most "cheaper" guys do a lousy job or are undependable. Insurance is not a big thing. Most guys I have met that "do it on the side" have insurance. Insurance is cheap. I find it hilarious that lawn guys compare themselves to auto technicians, plumbers, electricians and other "skilled trades". Go and tell a union electrician that went through schooling, a 4 year apprenticeship, training, etc that your job is equal to his and you should be paid the same because you could afford a lawnmower.......See what his reaction is. You are providing labor....Thats it.....The customer is hiring you because he doesnt want to do it himself. When his kids are watching you out the window, he tells them....."See, thats why college is important, or you will end up like the lawn guy" Come down off your high horses and realize this job for what it is and work within those parameters. Why is Just-mow-it successful? Hes a "lowballer" Because he understands the business. He knows what his customers are looking for and caters to that. You can talk all you want about "high end accounts" Well they are few and far between and congratulations to the guys that say thats all they service. Most people want their grass shorter once a week, whether you do it, I do it, the neighborhood kid does it, it doesnt matter.