For any home service business, connecting with customers is vital in order to keep them coming back.
And a great way to nurture that connection is through social media. During Jobber’s Jobber Summit, a panel of home service business owners weighed in on all the ways companies should be utilizing social media to reach new customers, engage with current customers and promote their business.
Panelists for the discussion included Adam Chapman, CEO of Pad Pal; Jeff Thorman, creative director and host of Home RenoVision DIY; and Alyssa Armstrong, CEO of Alyssa’s Cleaning Company.
All three panelists urge business owners not to wait a moment longer before diving into the world of social media. In fact, Armstrong says she was busy making content before she even launched her business.
“I was creating the content first on TikTok and saw that there was really a demand for cleaning, and that really inspired the business,” she says. “I then got other social media platforms because the more content you put out, the more people in your local area are going to see you.”
Chapman agrees, saying there’s no downside to being active on social media.
“Social media had been the number one secret for home service businesses,” he says. “When I started out we had very little in the budget, so posting on Instagram and those platforms was a good way to build up our reputation online.”
Where to post
The first step in getting the most out of your social media posting is determining which platforms to utilize.“Your social media should correspond with your ideal demographic,” Thorman says. “Think about who is your customer. If you’re looking to do a service-based business with an older demographic, you’re going to find them on Facebook.
“If the fish are already in a barrel, you might as well go fish in that barrel,” he adds, also mentioning not to just post on your personal favorite platforms.
Chapman suggests starting with simpler platforms like Facebook and Instagram. You can reach a wide audience, and you can benefit from cross-posting as the two platforms are owned by the same company.
Armstrong adds it’s also important to consider what you want out of your posting.
“All the socials offer benefits in a different way,” she says. “I think TikTok is good to possibly get a viral video and a ton of views on your stuff, and Facebook is good for finding people more locally. Instagram is really good for local people too, but also for connecting with the people who follow you.”
What To Post
After deciding which platforms to use, the next step is ironing out what kind of content you’ll be posting.“Short form content is king,” Chapman says. “That’s absolutely been a big one for us. You do want to have multiple forms of content on your page, but in terms of attracting followers, good short-form video is best.”
Armstrong also prefers short videos as she feels they keep someone’s attention better.
“My audience scrolls quickly,” she says. “I think videos that are kind of controversial do well. Nothing crazy, but people like to debate about their favorite things. They will go to bat for that product in the comments and comments get engagement.”
On the other hand, Thorman primarily posts on YouTube. His videos are much longer, sometimes spanning hours.
“Our best content is 2.5-3 hours long,” he says. “Our biggest thing is you want the person watching the video to have a positive emotional response to it… so every time they see you on their feed, they get another positive dose of that happy emotion.”
Making time for content
Any business owner will tell you there’s not enough time in the day, so how are they supposed to spend their very limited time making, editing and posting videos on social media?The panelists say the best thing to do is be efficient and create a bank of content you can fall back on.
Armstrong is doing something unique in order to stock up on video content.
“I offer my clients 10% discounts if they allow me to create content while cleaning for them,” she says. “This kills two birds with one stone. Not only am I making money cleaning, but I’m creating content, too. Also, you can create multiple videos out of one large video. You don’t have to create 10 different videos at 10 different times.”
Chapman says repurposing content is also helpful.
“If you have a tight schedule, but you have the budget for it, I recommend paying for help and for having someone come in to film,” he says. “If not, film everything you can and store it.”
Chapman adds after the workday, instead of wasting time consuming content, you should be creating it.
“The downtime you spend sitting on your phone and scrolling, start using that time to be editing videos or putting together (Instagram) Reels,” he says.
Thorman also stresses to take the time to post on socials. He suggests getting on a schedule for posting regularly.
“Don’t wait to start creating your content,” Thorman says.
Chapman agrees and recommends going to sign up for each platform now to ensure your business’s name as a handle even if you don’t plan on posting just yet. This way, it’s ready to use when you want to start.
Hard work pays off
So now you’re posting on multiple platforms and posting regularly. How does one take those social media followers and convert them into paying customers?“Make sure to send them to a landing page with clear information,” Chapman says. “Get their name, phone number and all their information. Ideally, that’s going into a CRM and you have some sort of way to do the legwork on the backend, whether that’s automated or a salesperson calling the leads and closing the deal.”
Armstrong says she’s gotten a great deal of customers after they saw her work transforming other’s living spaces.
“Before and after videos do really well,” she says. “It’s a great way to show people what you do.”
All three panelists say the best advice is to continue posting regularly, because you never know when that follower will be ready to turn into a customer. You want to stay in front of them.
Landscape Workshop acquires Solid Ground Landscape Services
As part of the transaction, Solid Ground Owners Joe Christenberry and Andrew Kurstedt will both join the Landscape Workshop team.
Landscape Workshop recently completed the acquisition of Solid Ground Landscape Services based in Atlanta, Georgia.
“We are very excited to announce the acquisition of Solid Ground and we look forward to incorporating their business into our existing operations in Greater Atlanta. We are thrilled to be adding two exceptional landscaping operators to our team in Joe and Andrew, and we welcome the rest of Solid Ground’s employees to our LW team,” says LW CEO J.T. Price. “Joe and Andrew have devoted over 20 years into building a top-notch commercial landscaping company with a reputation of delivering excellent customer service and a superior product. We look forward to a smooth transition for customers and carrying on Solid Ground’s legacy as we grow our service capabilities in Atlanta.” As part of the transaction, Solid Ground Owners Joe Christenberry and Andrew Kurstedt will both join the Landscape Workshop team.
“Andrew and I have watched Landscape Workshop’s careful and deliberate growth in Atlanta and we have been impressed and encouraged by their desire and ability to build upon each individual company’s strengths that they’ve acquired, all while creating a culture of motivated staff that delivers exceptional, professional service. We’re hopeful and proud to be a part,” Christenberry says.
Landscape Workshop Regional Vice President Tim Christie will continue to oversee Landscape Workshop’s Atlanta area maintenance operations.
Landscape Workshop is a full-service grounds management company that has been providing professional service and expert maintenance for outdoor commercial spaces since 1984. LW serves 12 Southeastern markets in Tennessee, Kentucky, Alabama, Georgia and the Florida panhandle. Landscape Workshop is backed by Carousel Capital and McKinney Capital.
SavATree merges with Texas Tree Team
Glen Ginzel and his team will remain on board at the Houston-based company.
SavATree has merged with Houston-based Texas Tree Team, a full-service tree care company that has operated for more than a decade.
Texas Tree Team specializes in all aspects of arboriculture as well as plant health care services for discerning homeowners in the greater Houston area. Owner of Texas Tree Team, Glen Ginzel, along with his team, will remain on board with SavATree.
“This partnership is an exciting opportunity for our team to take our tree care to the next level. I am confident that merging with SavATree will allow our customers to benefit from expanded resources and enhanced service offerings,” Ginzel says.
Texas Tree Team joins Arbor Care of Houston, Preservation Tree of Dallas, Fort Worth and Anna, and Central Texas Tree Care of Austin, who joined SavATree in recent years to support serving customers in Texas.
SavATree ranked No. 7 on Lawn & Landscape’s Top 100 list last year. The company has recently announced a slew of mergers, including one with Vermont Arborists.
“We’re thrilled to be joining forces with a respected company like Texas Tree Team! We look forward to offering current and new customers in the Houston area our broad range of science-based, environmentally responsible services in the care of their properties,” says SavATree CEO Carmine Schiavone.
Senske Services acquires Liqui-Lawn
Located in Longmont, Colorado, Liqui-Lawn has been providing lawn care since 1975.
Senske Services, a provider of recurring residential lawn care, pest control and other home services, has acquired Liqui-Lawn. Located in Longmont, Colorado, Liqui-Lawn has been providing professional lawn care to customers in Longmont, Boulder and Loveland since 1975.
“Senske was the right choice and their team made the selling process easy. I have no doubt that Liqui-Lawn customers and employees are in good hands,” says Liqui-Lawn Owner Ed Gollaher.
Current employees have joined the Senske team and will service customers from the Longmont location. Services will continue for customers uninterrupted with expanded offerings such as tree care and pest control.
This is the sixth acquisition that Senske has completed in the state of Colorado since entering the market in 2020.
“Adding Liqui-Lawn to Senske sets us up to expand further north of Denver,” says Casey Taylor, CEO, Senske Services. “As we expand our reach across the country, our newly added team members will enable us to maintain our position as industry leaders by delivering exceptional customer service and expertise.”
Bruce Wilson & Company names Wilson chairman
Amidst the consulting firm’s rebranding process, Robert Clinkenbeard is now the team’s CEO.
As Bruce Wilson & Company rebrands as Wilson360, Bruce Wilson, the founder of the green industry consulting firm, has been named chairman. Robert Clinkenbeard, the former managing partner, steps into new role as CEO.
“Collectively identifying as Wilson360 brings agility closer to the core of our business, allowing us to generate more opportunities for our peer group members, clients and partners,” says Clinkenbeard.
The Wilson360 brand elements will be rolled out over the next six months in a staged approach as part of a reveal campaign that will be featured at the firm’s annual client Thought Leader Retreat in July.
As chairman, Wilson will continue to be a strategic advisor for landscape business owners seeking next stage growth.
The Wilson360 rebranding will become official across the firm’s portfolio effective January 2024.
Turf Masters Brands expands with recent acquisitions
The company has added Fairway Green along with Mighty Green Lawn Care Services, Perfectly Green Lawn Care and MRW Lawns.
Turf Masters Brands, a provider of residential lawn care services, announced the acquisition of Fairway Green. Turf Masters Brands also today announced additional companies added to the platform in recent months including Mighty Green Lawn Care Services based in Birmingham, Ala.; Perfectly Green Lawn Care out of Atlanta, Ga.; and MRW Lawns, Inc. in La Plata, Md. Each entity will continue to operate under their existing names and key business leaders from all four organizations will remain in place. As part of these transactions, nearly 200 team members joined the Turf Masters Brands family. Terms of the transactions were not disclosed.
Fairway Green was founded by Sam Lang in 1989 and operates in both the Raleigh and Charlotte, N.C. markets. Fairway Green provides lawn care as well as tree and shrub care services. Adding Fairway Green doubles the company’s presence in North Carolina.
Mighty Green serves both residential and commercial customers in the greater Birmingham and Montgomery areas. Co-Founders Cannon White and Randy Spruiell remained with the business as part of the transaction. Mighty Green expands the company’s existing presence in Birmingham, increasing its ability to service customers in the Alabama market.
Perfectly Green, founded by Graham Stuart, services both residential and commercial customers in the northeast Atlanta area. Perfectly Green augments the company’s existing market position in the large and growing Atlanta metropolitan area.
MRW was founded more than 30 years ago by Rick and Barbara LaNore and services both residential and commercial customers throughout southern Maryland and the Chesapeake River Basin. MRW represents the company’s initial expansion into Maryland.
“The teams at Mighty Green, Perfectly Green, MRW and Fairway Green each recognized the opportunity our platform provides to carry on the legacy of their business and, above all, ensure that the people and partners that helped them grow continue to thrive as part of our organization,” says Gary Wilson, EVP of Supplier Development for Turf Masters Brands.
“We are pleased to continue executing on the strategy we laid out to recruit strong local market leaders to join the Turf Masters Brands platform,” says Andy Kadrich, CEO of Turf Masters Brands. “These brands are all recognized leaders in growing markets, and together we have the combined resources and expertise to provide a broad range of services with industry-leading customer care. ”
Schill Grounds Management acquires GrassCor
GrassCor serves the Cincinnati and Dayton markets.
Schill Grounds Management is expanding its coverage in Cincinnati through the acquisition of GrassCor, a landscape management and snow and ice removal company that serves the Cincinnati and Dayton markets.
Based in the northern part of Cincinnati in Blue Ash, Ohio, GrassCor offers comprehensive grounds management, landscaping and winter services for commercial clients.
GrassCor was owned by Alex Sulfsted, and over the past 12 years he has grown the business by expanding to multiple locations around Cincinnati and Dayton. GrassCor has about 100 employees, most of whom will remain with Schill, and they serve over 300 clients across the region.
GrassCor was Schill’s eighth acquisition in less than three years, and expands its service area in Cincinnati to complement its previous acquisitions of Grounds Elite, Fredericks Landscaping, and Ward + Thornton Landscapes. Schill is actively seeking additional acquisitions throughout the Midwest and Great Lakes region, and in the Toronto area in Canada.
“GrassCor is a natural fit for the Schill family of companies, with a culture of integrity similar core values of being employee centered and customer focused,” says Jerry Schill, CEO of Schill Grounds Management and founder of the company nearly 30 years ago. “Partnering with GrassCor allows us to provide better coverage and enhanced services in Cincinnati and Dayton — and throughout the Upper Midwest. We are very excited to welcome the GrassCor team.”
Sulfsted will continue to lead GrassCor’s team. Schill’s model is to develop an “owner’s network” that keeps former owners closely involved in running the business while providing strategic recommendations and sharing best practices among the Schill group of companies.
“We are thrilled to be joining forces with Schill because their values are exactly what we believe in here at GrassCor,” Sulfsted says. “We look forward to continuing to lead the GrassCor team and providing exceptional support and quality service to clients in southern Ohio for many years to come as we grow.”
The addition of GrassCor complements Schill’s previous acquisitions, which include:
- TLC in London and Toronto in Canada
- Grounds Elite in Cincinnati
- Enviroscapes in Ohio, Pennsylvania and West Virginia
- Ward + Thornton Landscapes in Cincinnati and Northern Kentucky
- Fredericks Landscaping in Cincinnati and Northern Kentucky
- Ohio Valley Group in Cleveland
- McCoy Landscape Services in Columbus and Marion
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