There's this really ritzy neighborhood that we really want to get into. HUGE homes in the $1-2 million range on 1/4 acre lots. Since the houses are so big, they take up most of the lots so the mowing is minimal. Right now there's one company that does most of the lawns in there and they charge $50-60/cut. And they do a crappy job - the lawns just look sloppy. In reality, these lawns are NOT worth that much - they'd take no time to cut and they're tiny. They are what we would charge our minimum price for (but oh, the prestige to be in this subdivision!) There's no reason for there to be just one company in there (it's not like there's an HOA regulating the mowing), but they just got in first. The homeowners don't like the work that LCO does, and we have given out several quotes in that subdivision. The homeowners are always VERY interested in our presentation, what we offer, etc. But as soon as we quote them a price ($28-30 - our minimum is $28), they completely lose interest. Could we be UNDER-pricing ourselves? We're giving them a very fair price, as these lawns are NOT worth more than $30 (according to the current market rate). The only reason the LCO in there is charging $60 is because the homeowners are millionaires, but we like to treat all our customers equally and not charge more just because someone can afford more. And we would definitely do a better job. We're thinking of raising the price we quote just slightly, to $35. I don't like doing that, but it's likely these customers will also be extra-picky, so it's probably a justifiable increase. We're just wondering if maybe they're so used to paying more than they should, that they think that a lower price means lower quality? So maybe if we raise it slightly, they'll bite. Anyone encountered homeowners that aren't willing to pay a fair price on their lawn because they'd rather pay more?