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sending letters to advertise

Discussion in 'Business Operations' started by southernlawn1, Feb 15, 2002.

  1. southernlawn1

    southernlawn1 LawnSite Member
    from Ga.
    Messages: 8

    :confused: Have any of you ever sent letters advertising your lawn care and landscaping co. Do you think this is good for business or bad. Would people get mad at the recieved mail. If any of you have ever gotten buisness like this please tell me. What would be a better way to get buisness with out spending a crap load of money.
  2. RoyeDillon

    RoyeDillon LawnSite Member
    Messages: 24

    I'm w/ a franchisee/association & we did a lot of direct mail last year. Very worth it, however I'll be doing mostly door flyers (not Hangers) this year, better response & can control location, dates, etc... Good luck Roye
  3. LawnLad

    LawnLad LawnSite Senior Member
    Messages: 738

    I like flyers because they're inexpensive. However, direct mail to specific target audiences can be effective. But you have to get more "right" when you this type of advertising, or you'll certainly waste your dollars.

    What type of work are you trying to sell?
    Who will buy your service? - Who is the target customer?
    How much business do you want? What will your response rate be?
    How many mailings will you have to send out?
    What mailing list will you use to reach these people?
    Are there enough 'target' people to meet your goals?
    What communications/advertisting pieces will you need?
    Did you just whip these up on the computer - or were they professionally designed?
    How will you measure your success rate on this advertising?

    About 5 years ago I was asking the questions... how do people buy landscape services? How many people have services? How many contractors have they had in the past 5 years? What types of services do people buy?

    Lastly, we asked if they had a service provider, if they were happy with the service they were receiving. If no, did they want someone to contact them. Then on the form we gave people the opportunity to fill in their name and check off services for which they'd like more info.

    At any rate... we mailed about 2500 surveys to people - not necessarily advertising our company. We offered to make a $1.00 donation to the American Cancer Society for every response we got back.

    We got back more responses than we could handle. Out of 2500, we got back about 300 (12%), and about 150 of them wanted information on services.

    This mailing cost us about $4,000 to produce... but the work we got from it was well worth the expense.

    Good luck with your mailer if you choose to do it.
  4. Team-Green L&L

    Team-Green L&L LawnSite Bronze Member
    Messages: 1,775

    The survey is a wonderful marketig tool. It has driven the market for many F500 companies. GREAT info!!!
  5. gqnine44

    gqnine44 LawnSite Senior Member
    Messages: 502

    This is a very interesting idea. Did you send out your surveys on your company letterhead? Did you include anything with the survery describing who you are or anything about your company? Did you include a self-addressed-stamped-envelope? Thanks for sharing.
  6. drsogr

    drsogr LawnSite Bronze Member
    Messages: 1,275

    That is a great idea. I am glad it worked so well for you.
  7. Team Gopher

    Team Gopher LawnSite Platinum Member
    from -
    Messages: 4,040

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    Hi LawnLad,

    Yes that was a great idea. Nice post!

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  8. walker-talker

    walker-talker LawnSite Platinum Member
    from Midwest
    Messages: 4,771

    Great post LawnLad, thanks for sharing.
  9. Az Gardener

    Az Gardener LawnSite Gold Member
    Messages: 3,899

    What I used to do is if I see a home near one of my accounts that is clearly receiving substandard service I write down the address and have my wife get on the county accessors website and pull up the name of the owner. We then write a personalized letter along with a my standard introduction package. I have'nt done it in years because I have a waiting list now but it used to work well. You have to be tactful. I usually say something nice about the home and that although their Lco my be trying hard it appears they just don't have the knowledge to care for such a property. I then usually point out a problem such as bad sprinkler valve not providing coverage causing brown spots or note excessive runoff due to poor programming and soil compaction. Or maybe a pest like spider mites causing their Italian cypress to turn gray. I would say I had about a 30% success rate and the accounts were on my route already.
  10. tjsquickcuts

    tjsquickcuts LawnSite Senior Member
    from Atlanta
    Messages: 943

    Wow, this site is amazing. I am getting all the answer to my questions by just reading. Glad I was in school the day they taught us to read ;) lol. I wondered to myself about putting people on a waiting list. I have been some what blessed by the system. I started my company last MAY/2005 and have enjoyed much success. I made some serious changes this winter to really take me where I need to be within the next 5 years. I have 75 accountants, with 22 on the waiting list until I can make sure I can handle this work load, and until I can find another dependable guy. I have had well over a 100 accoutants that I have either sold to other landscapers in that area, or just completely cut them off because of their location. Every home I have now, is pretty much in either a high end neighborhood, or in a brand new neighborhood where the builders are only half way done with putting up all the homes. The first time I told someone that they would have to go on a waiting list, the look on their face was priceless. She was very impressed that I had a waiting list, and it really sparked her interest. She said and I qoute "wow you must be great, I can wait to have you doing my lawn," and I wasnt even sure I was going to get away with that. But to my surprise, a lot of people were very understanding, and wanted my to contact them as soon as I opened a new route in their area. I am very nervous about whats ahead, because never in my wildest dreams would I have thought I would be doing as well as I am.....***getting a call right now***.....but just one quick question, about how many homes can a two man crew hit in a day?

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