Starting a landscaping business takes hard work, determination, and the right strategy.

But there’s one thing many new lawn care business owners learn the hard way:

If you wait too long to start marketing, homeowners may already have a landscaper.

That’s exactly what happened to Nate, owner of 4 Points Lawn Care, during his first season in business. His experience offers an important lesson for landscapers, lawn care companies, and other home service businesses looking to grow.

Let’s break down what happened—and how starting marketing earlier can help you win more customers.

Watch: A Lawn Care Owner Shares the Marketing Lesson He Learned

In the video above, Nate explains how timing played a huge role in his first marketing campaign—and why he changed his strategy this year.

The Biggest Marketing Mistake New Lawn Care Businesses Make

When Nate launched his landscaping business, he focused on the things every new owner does:

• Buying equipment
• Setting up services and pricing
• Preparing to take on clients
• Getting ready for the busy season

Marketing came later.

By the time Nate launched his first Every Door Direct Mail® (EDDM®) campaign in May, many homeowners had already hired their lawn care provider.

That meant fewer calls, fewer quotes, and fewer opportunities to win new customers.

As Nate explains:

“By the time I started marketing, homeowners already had a landscaper.”

It’s a common challenge across the home services industry.

According to the 2025 Home Services Marketing Survey, lead generation is the #1 marketing challenge for contractors and service businesses.

For lawn care companies, that challenge often comes down to timing.

When Homeowners Actually Choose Their Landscaper

Many landscaping companies assume customers start searching once the grass starts growing.

In reality, many homeowners secure lawn care services weeks or months before peak season.

Homeowners often hire landscapers:

• Late winter
• Early spring
• Before the first major growth period

Once a homeowner commits to a landscaper for the season, they’re much less likely to switch.

That means businesses that market early have a major advantage.

Nate’s New Strategy: Start Marketing Before the Season Begins

After learning this lesson, Nate made a smart adjustment this year.

Instead of waiting until May, he launched his campaign in March.

His strategy includes:

• EDDM® direct mail postcards
• Digital ads (Nextdoor & Target Email Blasts) targeting local homeowners
• Consistent exposure before homeowners start searching

His goal is simple:

Be the company homeowners see first.

That matters because marketing success often comes down to reach and frequency.

When homeowners see your business multiple times across different channels, they’re more likely to remember you and contact you when they need service.

Nate’s New Postcard Design

This year, Nate also refreshed his postcard design to make the message clearer and more engaging for homeowners.

The new mailer focuses on a simple benefit-driven message:

“Let us make your lawn beautiful… while you focus on enjoying it!”

The design uses eye-catching imagery, clear services, and easy contact options—including a QR code—to make it simple for homeowners to take action. Strong visuals and a clear call-to-action help direct mail grab attention quickly and encourage responses.

Why Direct Mail Works So Well for Landscaping Businesses

For local service companies like lawn care businesses, visibility in the right neighborhoods is everything.

That’s why many landscapers use Every Door Direct Mail® (EDDM®) to reach local homeowners.

EDDM allows businesses to:

• Target specific neighborhoods
• Reach every household in a chosen area
• Deliver marketing directly to homeowners’ mailboxes

And when direct mail is combined with digital marketing, the results can be even stronger.

Integrated marketing campaigns using both direct mail and digital channels can:

• Increase website visits by 68%
• Improve response rates by 63%
• Achieve conversion rates around 40% 

For landscaping companies looking to grow, that kind of exposure can make a big difference.

How Lawn Care Businesses Can Win the Season

Nate’s story highlights a powerful takeaway for landscaping businesses:

The companies that market early often win the season.

If you want to grow your lawn care business, start marketing before homeowners begin searching.

That means launching campaigns:

• Late winter
• Early spring
• Before peak demand begins

Getting in front of homeowners early helps you:

• Build brand awareness
• Secure recurring seasonal contracts
• Fill your schedule before competitors do

And once your schedule fills up—boom! You’re not just running a business.

You’re running a fully booked season.

The Bottom Line

Marketing timing matters more than most new landscaping businesses realize.

As Nate from 4 Points Lawn Care learned:

Waiting too long to start marketing can mean missing out on the season’s best opportunities.

The good news?

A simple shift—starting earlier—can put your business in front of homeowners before they make their decision.

And that can make all the difference between hoping for calls and booking a full schedule.

Ready to market your lawn care business better? Learn more about direct mail for landscapers here.