I am starting a new lawn and landscaping business. I have some customers now but want to grow significantly. Is it advisable to offer 1 or 2 mowings to gain more clients in a tighter geography? I have found, in the past, that offering services for free tends to devalue the service. But I am eager to bring my service route much closer to each other. I would love to hear ideas and experiences.
You're absolutely correct that free work can devalue your service if it's positioned the wrong way. But when used strategically, a free or discounted offer can be a powerful growth tool. It all comes down to how you frame the offer, who you target, and what your end goal is.
Instead of giving away a mow with no strings attached, run a hyper-local, conditional campaign such as: “Live on Street/Neighborhood, Get your first mow FREE when you book ongoing service, or, We’re building our Maple Lane Route, grab 50% off your first cut as a founding customer! This approach builds exclusivity (only for that specific area), creates scarcity (limited spots available), and sets the expectation for commitment (it’s not just a one-time freebie).
There are several tactical ways to make this work. Try a Next-Door Neighbor Promo, such as: We just started servicing your neighbor at Address, get your first mow 50% off if we can schedule you the same day. You can also use Referral Multipliers, like: Refer two friends in your neighborhood and you all get your next mow free. Another powerful method is Geo-Fenced Flyers, deliver targeted messages to a specific neighborhood with lines like, New route forming in your neighborhood, save on weekly mowing! or, We’re local. We’re close. We’re consistent. Be one of 10 homes on our tight route.
If you’re hesitant to discount your core service, bundle value instead. For example: Sign up this week and we’ll edge and blow your driveway and curbs for free with your first mow. This way, you're adding perceived value without giving away your main service entirely.
I totally agree, free service is a double edge sword. The fact of devalue in my opinion opens the door to the manipulators. On the other side using your service for charity and/or marketing, is exactly what I've implemented into my business. That's how I know that manipulative humans will want your quality service for nothing, like being a millionaire and stealing for the fun of deception.
Great energy to all
Hi dave, congratulations on starting your lawn and landscaping business it's encouraging to hear that you've already gained some traction. You've raised a very valid point. Offering free services can sometimes lead to the unintended consequence of devaluing your work in the eyes of potential clients. Instead, you might consider a limited-time introductory offer (such as a discounted first mow or a referral bonus) that maintains the perceived value of your service while still encouraging new enquiries. If your goal is to tighten your route and grow within a specific geography, targeted local advertising particularly through Facebook Ads can be highly effective. When paired with a simple lead capture funnel, it can help you attract consistent, high-quality clients within your ideal service area, without having to rely on promotions that undercut your value. I work with service-based businesses like yours to set up cost-effective marketing systems that drive local leads and support long-term growth. I’d be happy to offer some tailored suggestions or a brief consultation if that’s of interest. Wishing you every success as you scale your business.
