There is a relatively small window that constitutes the peak "marketing time" for lawn and landscapers. If you advertise too early, homeowners won't be ready to start. If you wait too long, your competitors will beat you to the punch. To gain the most new contracts, you need direct mail offers to deliver a couple of weeks before the predicted start of the season. You want to mail offers with highly-aggressive coupons or promotions, to get
noticed, and also to make the phone ring. Most contractors that I speak with say the same thing, "We close a large percentage of leads and free consultations... the problem is making the phone ring."
No matter what, your direct mail offers must be extremely compelling and aesthetically pleasing. Lawn and landscape maintenance is largely about visual appearances - so you must look amazing. Remeber the (3) keys to successful direct mail advertising:
- Powerful Offers + Testimonials
- Amazing Images (Before/After Shots)
- A Sense of Urgency
The other thing to remember is that one marketing blast is not enough. If you stop your marketing efforts, your ability to generate new revenue will stop. Always send out offers using "solo mail" (no other advertisers, just your offer in the mailbox). Take advantage of the Every Door Direct Mail™ program to save time and money with your campaigns. You simply choose the mailing areas online, place an order, and a week or two later, your mail delivers. It would be unthinkable not to keep advertising if you are converting new clients.
When home owners need lawn care services, they will turn to a company that is trusted to provide great service. When you provide great service and your advertising is seen by many people, you will stay in your customers' minds when they are in need of your services. Don't think that "after the season starts" any advertising is a lost cause. Instead offer switch deals (to switch customer loyalty), provide one-off specialty services, and reinforce your message.
You have to beat your competitors to the punch when advertising, but maintaining your edge is just as important. Getting a head start on advertising campaigns will typically will increase your response rates and also ward off the competition. Advertising has to be clear and direct. When you advertise your services to potential customers, you have to make an emotional connection with them while adding amazing value.
There are many ways you can spin your advertising - adding a local touch from your experience is a great start. If you do it correctly, your business will thrive. You have to take advantage of all opportunities that arise to gain new and repeat business, season after season.
Learn more about lawn care direct mail today.