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How Lawn Doctor Earned a 16% Increase in Year-Over-Year Sales Despite the COVID-19 Pandemic

Original source: Franchise News


Lawn Doctor, the lawn care brand with more than 630 locations, increased its year-over-year sales by 16% in 2020, largely due to the fact that the home services industry has been thriving as people spend more time in the home. In addition, with a home-based business opportunity, membership-based model and low cost of entry, Lawn Doctor also signed 20 new franchisees in 2020. Now, the Lawn Doctor team says they are keeping that momentum steady in 2021.

“We’ve grown in a couple of ways over the past year-and-a-half,” said Jay Markowitz, Lawn Doctor’s national field marketing manager. “We’ve continued to attract new franchise owners because of the success of our business model, and we’ve also been able to work with existing franchisees to help them expand revenue and unit-level economics. Many of our franchisees who signed on last year are up about 40% in year-over-year sales.” 

When it comes to why Lawn Doctor franchisees have experienced that growth, Markowitz points to a few factors. “We have not only sustained our business because of our proven model, but we’ve also been able to grow as more people work from home and pay more attention to their outdoor spaces,” he said. “Simply put: the more homeowners are around their lawn, the more relevant our lawn care services become.” 

Markowitz also says the home-based nature of the Lawn Doctor business meant franchisees were able to operate without relying on a storefront. This not only creates an affordable entry point and keeps overhead costs lower, Markowitz says, but it also means franchisees have been able to offer a contactless and in-demand service. 

“We offer multiple services, but our core service is lawn maintenance, which can be done safely and without the need of in-person interaction,” said Markowitz. “In addition, lawn maintenance isn't a one-and-done service, which means our franchisees have been able to tap into recurring revenue throughout the year and benefit from that established customer base.”

As both incoming and existing franchisees continue to scale their operations, Markowitz says the Lawn Doctor team works hard to provide a level of resources and support that is above and beyond other brands in the segment. 

For example, Markowitz heads up the Lawn Doctor RAMP team, which is a specific, all-encompassing support team set up to help new franchisees through their first year of business. 

“Jay and his team are a huge reason why our new owners are taking off so quickly,” said Eric Martin, vice president of franchise development for parent company Happinest. “We grew 16% last year, which is great for any year, especially with what we went through due to the pandemic. Since our service is both essential and in demand, Lawn Doctor is inherently a pandemic-resilient business, but beyond that, our resources, support and ongoing marketing have all been significant factors in the growth our franchisees have experienced."

Now, looking ahead to 2021 and beyond, Martin says Lawn Doctor shows no signs of slowing down as the team continues to look for ways to position owners for success. “The home services industry is set to explode in popularity, and we are excited to continue expanding the Lawn Doctor family with exceptional franchisees,” he said.

The initial total investment for a single Lawn Doctor territory ranges from $102,015 to $127,065. 

... GO TO How Lawn Doctor Earned a 16% Increase in Year-Over-Year TO READ MORE

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