Very well said. David has been doing this for a long time. I am only entering my 3rd season. I will admit we started at 2.75 per foot on the c-9 2 years ago to get into the market. Did not know what it would bear. We sold 15 out of 25 estimates. 2nd season we went to $4 per foot. Finished with about 50 residential and commercial customers. Sold approx 35 out of 60 estimates. I felt these closing rates were too high. Sounds crazy, I know. But now I am in the David range of 5-6 and sometimes higher per foot and closing about that 30% mark. We too are booked thru the 27th and took 30 calls yesterday alone.The reality is that in larger markets lawncare service companies are already hitting lights big time. like everything else lawn care touches, they beat the profit right out of it. If lawn care got into home theater installation, everyone could have an awesome dolby surround sound entertainment system installed for 35 bucks.
I have watched the 2 and 3 buck people come and go, and right now they are coming back again. I met with a lady last night who has hired two different companies in the past 3 years to do her lights. 300 bucks each, one never came back to take them down, and the other was a roofer who now won't call her back. 200 feet. she refuses to pay my price, even to rehang at 650. she admits she has the money, but thinks it is ridiculous to spend that kind of money. so she would rather spend less money and be frustrated, than spend a fair price and get a great service.
I am starting to hear from folks i bid in the past years, and it is funny- they all want the same price they paid the guy that went out of business. Don't people get it? To purchase vehicles, shop, insurance, pay a fair wage and install a top notch product and have a profit left over, can't be done at 3 bucks a foot. I don't care if you prove to me the lights and bulbs cost 50 cents a foot, I just paid 5 grand in payroll for this week, and that alone means you gotta generate a grand a day to cover LABOR cost to install, much less takedown.
I am sticking to my prices until no one will buy. we are booked to November 28th because we are very good at what we do. you can buy a toyota yaris for 12 grand, or a lexus ls460 for 70 grand. both get you to work. I am positioning myself as the lexus.