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In my experience, most customers will want to know a per sqft amount. I would figure out how much time it will take you to do an average lawn and base your price on that. If someone has a larger lawn, then you say that it is an extra $X/1000sq ft.
I don't thatch any longer -unless needed. My last price 2-4 years ago was 17.50/1000 with 60$ min. which included mow and trim after I raked up. Most lawns around here don't get a thatch problem . However alot of people think they need it . I usually can talk them into areation instead.We have to thatch early and I find it too wet then , by the time it is drier the lawn is no longer dorment. Besides I enjoy a good root canal over a dethatch any day. If I was to do it now (2001) I would charge 22.50/k.