The Owner Mindset Shift: From Landscaper to Business Builder

Why More Clients Might Be the Wrong Goal for Your Landscaping Business

Why Every Hour of Confusion Eats Away at Your Profit

I hear it all the time: “People don’t want to work anymore.” That excuse is poison. It lets you shift the blame onto your crew instead of looking in the mirror. The truth is, if you feel like you are babysitting employees, it is not because today’s labor force is lazy. It is because your leadership is weak. Babysitting Is Not Leading Babysitting means you are constantly putting out fires, chasing people to do the job right, and hovering over their shoulder. That is exhausting and it keeps you stuck in the truck. Leading means you set clear expectations, you create processes that remove confusion, and you hold people accountable without micromanaging. A leader builds a team that knows what “done right” looks like and takes pride in hitting that standard. Where Owners Go Wrong No clear job roles written down. No processes or SOPs showing what a quality job looks like. No accountability when someone drops the ball. Overreacting to every mistake instead of training and coaching. When you run a business this way, it does not matter who you hire. Even your best people will underperform because there is no system to succeed in. The Leadership Shift You do not need to be liked, you need to be respected. Respect comes from clarity, consistency, and follow-through. When your team knows you mean what you say, they stop testing boundaries and start stepping up. That is when you stop babysitting and start running a business. Where to Learn More If you are ready to quit blaming the labor market and start leading your crew the right way, join my G.Y.S.T. Academy on Skool . Inside, we focus on leadership, accountability, and the systems that take you out of the field and put your team in the driver’s seat. 👉 Join the Skool community here and learn how to build a team you can actually trust.

A lot of landscapers think Facebook ads are the golden ticket. You run an ad, the phone rings, and your business grows. Sounds simple, but it is not how it works in the real world. The Problem With Relying on Ads Facebook ads can generate leads, but most of those leads are price shoppers. They are not loyal, they will not stick with you long term, and they are quick to jump to the next low bidder. Ads can also get expensive fast, and if your pricing or systems are not right, every new job just drains more profit out of your business. The truth is, ads amplify whatever you already have in place. If your business is messy, ads just make the mess bigger. What Actually Builds a Landscaping Business Long-term growth comes from being recognized and trusted in your community. That means: A visible brand: trucks, uniforms, yard signs, and consistent marketing materials. Local presence: door hangers, referral programs, and partnerships with pool companies, realtors, or HOAs. Educational content: showing before-and-after work, posting tips, and giving value so people see you as the expert. Relationships: strong ties with other local businesses that naturally feed you steady work. This is the kind of presence that keeps your phone ringing whether or not you have an ad running. Ads Are a Tool, Not the Business Plan I am not against ads. They can be useful, but they are just one tool in the toolbox. Without a strong brand and community presence, ads are like throwing water into a bucket with holes. Where to Learn More If you want to grow beyond ads and build a business people recognize and trust, join my G.Y.S.T. Academy on Skool. It is where we talk about the real strategies that make landscaping businesses sustainable and profitable. 👉 Click here to join the Skool community and start building a business that grows because of who you are in the market, not just how much you spend on ads.

Most landscapers underprice because they overlook the full cost of doing business. It is not just wages. Equipment fuel and repairs, overhead like insurance and office software, your own salary, wasted unbillable time, and even downtime from rain or seasonality all eat into your hourly rate. But the biggest hidden cost, the one that silently kills your profit, is labor burden. What Labor Burden Really Means If you pay a crew member $20 an hour, you are not really paying $20 an hour. Add payroll taxes, Social Security, Medicare, workers comp, and unemployment insurance. Add vacation time, sick days, and the reality that employees are paid for more hours than they are productive. Suddenly, that $20 an hour can become $28, $30, or more. Every business has its own exact number, but most owners never calculate it. They base their job pricing on the straight wage, which means they are undercharging from day one. Why Ignoring It Breaks Your Business When you do not account for labor burden, you are leaving money on the table every single job. That is why so many owners look at their revenue and wonder why nothing is left over after payroll clears. You are not covering the real cost of labor, which means you are working for free without even realizing it. How to Fix It The only way forward is to know your actual labor burden rate. Calculate every penny of payroll costs, divide by true production hours, and price your jobs off that number instead of a guess. When you build your pricing on reality, your profit margins stop bleeding. That is why I created the Profit-Powered Pricing Calculator. It shows you exactly what your labor burden really costs, and it builds that into a pricing system you can trust. 👉 Join the Pricing Fix Sprint . In less than a week you will know your numbers, fix your pricing, and stop undercharging once and for all. Do not ignore labor burden. It is the difference between running a business that pays you and running one that runs you.

Marketing a landscaping business can feel like throwing money into the wind. You boost a post, pay for some ads, maybe print some flyers, and hope the phone rings. Sometimes it does. More often, you’re left wondering what went wrong. The truth is, most landscapers make the same three mistakes when it comes to marketing. Fixing these will save you time, money, and frustration—and get you closer to the steady stream of clients you’re looking for. Mistake #1: Trying to Market to “Everyone” One of the fastest ways to waste money is to market without focus. Too many landscapers cast a wide net and hope to catch anyone. The problem is, not everyone is your customer. If you’re trying to be the low-cost option and the premium service at the same time, you confuse people and attract the wrong ones. The fix: Know exactly who you want to work with. Residential or commercial. Budget-focused or premium. Maintenance or design/build. When you narrow your focus, your marketing becomes sharper, your leads are better, and your jobs are more profitable. Mistake #2: Talking About Yourself Instead of the Client Go to most landscapers’ websites and you’ll see the same thing: “We’ve been in business X years. We’re family-owned. We do mowing, mulch, sod, installs.” None of that answers the client’s real question: What’s in it for me? People don’t buy mowing. They buy free weekends. They don’t buy sod installation. They buy curb appeal that makes the neighbors jealous. The fix: Stop leading with features. Lead with outcomes. Show before-and-after pictures, tell stories about how you solved a client’s problem, and write in terms of benefits instead of services. Mistake #3: Not Tracking Results If you can’t tell me which of your ads, posts, or flyers actually made the phone ring, you’re just guessing. Too many landscapers treat marketing like a gamble instead of a business decision. The fix: Track every lead source. Use a separate phone number for flyers. Ask “How did you hear about us?” every time. Install tracking on your website and ads. When you know what works, you can double down. When you know what doesn’t, you stop wasting money. Where to Go From Here Marketing doesn’t have to be complicated, but it does need to be intentional. Focus on your ideal client, talk about benefits instead of features, and track what’s working. Do that, and you’ll start to see a return on your effort instead of frustration. If you want to go deeper, I’ve put together a free guide that shows you how to build a marketing plan that actually works for landscapers. Inside, I also give you access to my Pricing Fix Sprint—a short training that shows you how to stop guessing at numbers and start quoting with confidence. From there, you can join our community of landscapers inside Skool, where we go beyond quick tips and help you build a business that grows without chaos. 👉 Get the Free Guide Here

By year eight in my landscaping business, I had a crew, consistent clients, and more work than I could handle. From the outside, it looked like I had it figured out. But behind the scenes, I was burned out, overwhelmed, and barely hanging on. If I took a day off, something fell apart. If I took a week off, chaos followed. It wasn’t about effort. I was working harder than ever. It wasn’t about customers—I had plenty. And it wasn’t even about money, although the stress around cash flow was real. The real problem? I had no systems. Every estimate was written from scratch. Every new hire got trained by shadowing someone else. Every job required me to check and double check that things were getting done right. I couldn’t grow because the foundation was shaky. If this sounds familiar, here’s the truth: You can’t scale what only lives in your head. Here’s what changed things for me—and what has helped the owners I work with now: 1. Document Everything (Even the Obvious Stuff) How to load the truck. Where to get supplies. What a “done right” job looks like. Write it down, record it, make it repeatable. 2. Build Around Roles, Not Individuals Your business should not rely on any one person being a superhero—including you. Define roles clearly, with expectations, training, and accountability. 3. Create Systems for Predictability From quoting to follow-up to job site reviews, systems create consistency. Consistency creates trust. And trust builds long-term clients—and a team that runs without you hovering. 4. Train for Independence, Not Dependence Give your team the tools, knowledge, and authority to solve problems without running to you every time. Yes, they’ll mess up occasionally—but the cost of not doing this is worse. It wasn’t easy. But two years after committing to systemizing my business, I took a 3-week vacation in Europe. My team handled it. Only one issue came up, and they solved it—just needed to check if they could tap into the emergency fund. That’s what freedom looks like. And it starts with facing the truth: without systems, your business can’t grow—and neither can you. Have you started documenting and systemizing yet? What’s stopping you?

Hiring in the landscaping industry can feel like a never-ending struggle. You post a job, get a flood of unqualified applicants, hire someone who seems promising, and then… they quit after two weeks. Or worse—they stay but never quite perform the way you need them to. Sound familiar? The problem isn’t always the employees—it’s how you define your ideal employee before you even start hiring. Many landscaping business owners make the mistake of hiring reactively instead of proactively. They bring people in based on urgency, not fit, which leads to frustration, turnover, and lost profits. Why Defining Your Ideal Employee Matters If you don’t clearly define the type of employee your business actually needs, you’re setting yourself up for: ❌ High turnover – Employees leave when they don’t align with your company’s expectations. ❌ Poor performance – Unclear roles lead to inefficiency, frustration, and inconsistency. ❌ Culture mismatch – A bad hire can disrupt morale and drag the whole team down. But when you take the time to define exactly who you need, you flip the script. Instead of scrambling to fill positions, you attract the right people—those who not only want to work for you but also thrive in your business. The 3-Step Process to Defining Your Ideal Employee 1. Identify the Role’s True Purpose Every role in your company should have a clear purpose beyond just "getting the job done." Ask yourself: ✅ What does success look like in this role? ✅ What key responsibilities drive business growth? ✅ What qualities separate an "okay" employee from a great one? Example: If you’re hiring a lawn maintenance crew member, don’t just list “cut grass and trim bushes.” Instead, define their purpose: 👉 "Ensure every property looks pristine, enhancing the company’s reputation and keeping clients happy." This mindset shift helps you attract employees who care about quality work—not just the paycheck. 2. Define the Essential Skills & Traits Every role has skills and traits that predict success. Most landscapers only focus on skills (e.g., can they use a mower?), but traits like work ethic, attitude, and reliability are even more important. Ask yourself: ✔ What technical skills are non-negotiable for this role? ✔ What soft skills (communication, teamwork, problem-solving) are essential? ✔ What work habits and personality traits fit my company culture? Example: Let’s say you’re hiring a crew leader. They need more than just technical skills—they must be: ✔ A strong communicator (to lead the crew and handle customer interactions) ✔ A problem solver (able to handle unexpected challenges without calling you every five minutes) ✔ Reliable and punctual (because if they don’t show up, your whole day is ruined) Hiring someone with these traits ensures they grow with your business, not just fill a seat. 3. Craft Your Hiring Message to Attract the Right People Now that you know exactly who you need, you have to speak their language. Most landscaping job ads are boring and generic, attracting people who just need “a job” rather than those who align with your company vision. Instead of: 🚫 “Looking for a hardworking landscaper. Must have experience. Pay based on skills.” Try this: ✅ “Are you a detail-oriented landscaper who takes pride in a job well done? We’re looking for reliable team members who want to grow with a company that values hard work, efficiency, and respect. If you love working outdoors, enjoy seeing a property transform under your hands, and want to be part of a team that rewards excellence—apply today!” Notice the difference? The second version speaks directly to the type of employee you want. Final Thoughts Hiring the right employees starts before you even post a job ad. When you define your ideal employee: ✔ You hire faster because you know exactly what to look for. ✔ You reduce turnover by attracting people who genuinely fit your business. ✔ You build a stronger team that grows with you, not against you. The best landscaping businesses don’t just find employees—they attract the right ones. Join me for a free webinar "How to Hire and Build a Landscaping Team that Helps Your Business Grow" Tuesday, March 11 at 4PM Eastern. If you are looking for free resources with this and other issues in your landscaping business, join my Free Facebook Group The Landscaping Business Growth Hub

"I don’t know what to charge, so I just match my competitors." Sound familiar? If you’ve ever struggled with pricing, you’re not alone. Many landscapers believe that in order to win jobs, they have to stay competitive by keeping their prices in line with what others charge. 🚨 But here’s the hard truth: Competing on price alone is a race to the bottom. You’re not just selling lawn care. You’re selling trust, convenience, quality, and professionalism. And when you compete on value instead of price, you attract better clients, higher profits, and long-term success. 📉 The Problem with Pricing Based on Your Competitors Let’s break down why this approach doesn’t work: ❌ You have no idea if your competitors are even making money. Many landscaping businesses set their prices too low—not because they’re trying to be aggressive, but because they simply don’t know their numbers. If you copy them, you could be copying a failing business model. ❌ You attract the wrong kind of clients. Price-driven clients will leave you the second they find someone cheaper. Instead of looking for quality, they’re just looking for a deal. These are the clients who: ✔ Try to haggle you down on price. ✔ Don’t value your expertise. ✔ Call every landscaping company in town looking for the lowest bid. ❌ You can’t build a scalable business. When you’re stuck competing on price, you’re constantly working harder for less money. Even if you land more jobs, the margins are so tight that you barely make a profit. 🚨 If you want to grow a successful landscaping business, your goal shouldn’t be to be the cheapest—it should be to be the best. 💡 The Mindset Shift: Compete on Value, Not Price The best landscaping businesses don’t play the pricing game. Instead, they charge what they’re worth and focus on delivering a better experience. ✅ What Does Competing on Value Look Like? 1️⃣ Clear & Consistent Communication – Clients will pay more for a landscaper who answers the phone, shows up on time, and follows through on promises. 2️⃣ Professionalism – Branded trucks, uniforms, and professional invoices make you stand out as a real business—not just another “guy with a mower.” 3️⃣ Reliability & Convenience – Offering easy online booking, automated payments, and predictable scheduling adds value that customers appreciate. 4️⃣ Educating Your Clients – Position yourself as the expert by explaining why your service is better (e.g., proper mowing techniques, high-quality materials). 5️⃣ Customer Experience – A smooth, hassle-free process keeps clients happy and coming back. ✅ When you compete on value, price becomes secondary. Clients are happy to pay more for a company that gives them a great experience. 💰 Setting the Right Price for Your Business Instead of guessing or copying competitors, you should be pricing based on: ✔ Your actual costs (labor, fuel, equipment, insurance, etc.) ✔ Your desired profit margin (aim for at least 30-40%) ✔ Your market positioning (Are you the budget option, mid-tier, or premium?) 💡 Example: If you want to make a 30% profit margin and your costs for a mowing job are $60, you shouldn’t charge $65 just because the other guy does. You should charge at least $85 to ensure you’re making a profit. 🚀 The Takeaway: Be Confident in Your Pricing & Your Value 📌 The right clients don’t hire you because you’re the cheapest. They hire you because you’re the best fit for their needs. 💬 Ask yourself: ✅ Am I delivering an experience that justifies my price? ✅ Am I communicating why my service is worth the cost? ✅ Am I pricing for profit, or just trying to win jobs? 📌 If you want to break free from the price war and build a truly profitable landscaping business, I can help. 💡 Here’s Your Next Step: 🔹 Join my Skool Community ($49/month) for training on pricing, marketing, and growth strategies. 🔹 Book a free strategy call and let’s fine-tune your pricing & positioning: 🚀 Stop playing the price game. Start running a business that works for YOU. View Video Here