Afleveringen
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Struggling to win bids, getting undercut, or hearing âweâre going with someone cheaperâ? This episode breaks down the real reason youâre not closing dealsâand itâs not your price.
Luke sits down with former landscape contractor turned performance and sales coach Andrew Litsky to unpack:
Why emailing estimates kills your close rateHow to talk price and budget without scaring prospects offThe simple shifts that separate premium contractors from âthe cheap guy.âHow confidence and self-trust directly impact your sales resultsWhat to say when a customer says, âWeâre getting other quotes.âA proven process that closes jobs at premium pricingThis episode is perfect for lawn, landscape, and home-service contractors who want to close more jobs without discounting.
Youâll walk away with practical scripts, mindset shifts, and a sales process you can use on your very next appointment. Stick around to the end, and Andrew shares the one question that instantly exposes bad prospects and saves you hours of wasted time.
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In this episode of The Green Dream, I sit down with Adam Linemann from Linemann Lawn Care & Landscaping and The Green Executive to break down what a 41% increase in landscaping sales actually looks like and why the growth isnât slowing down anytime soon.
Adam and I delve into the operational and sales disciplines behind such a jump: consistent marketing throughout every season, refusing to play the âcheapest bidâ game, and the systems he uses to return calls quickly, estimate accurately, and keep jobs profitable. We also talk through the real reason many contractors struggle with pricing, why bidding by the square foot is costing companies thousands, and how templates, processes, and time-based estimating remove guesswork and protect margins.
We cover how to screen leads effectively, what an ideal client profile looks like in 2025, and the roles of consult fees, scheduling, and realistic timelines. Adam shares the exact workflow his team uses to get estimates out within 24 hours, how he prevents scope gaps, and why many contractors are losing money without realizing it.
If you want a deeper understanding of knowing your numbers, tightening up your sales process, and building a reliable pipeline even during slow seasons, this episode delivers a straightforward look at what a well-run landscape company is doing to grow consistently year after year.
Book a call with us!
https://landscapeseo.com/
Show host Luke Truetken
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Zijn er afleveringen die ontbreken?
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Struggling to find good people? The problem might not be the labor marketâit might be you.
In this no-BS conversation, recruiting expert Mike Voories drops truth bombs that will make every landscape company owner squirm (in a good way). If you've ever blamed "the younger generation" or complained that "nobody wants to work anymore," this episode will completely shift your perspective.
What You'll Learn:
Why compensation ISN'T the #1 factor in attracting A-players (and what actually is)The "employer brand" checklist that separates thriving companies from struggling onesHow to build a recruiting pipeline BEFORE you're desperateThe hidden cost of hiring out of desperation vs. hiring strategicallyWhy wrapped trucks and clean equipment matter more than you thinkReal talk on cannabis policy, E-Verify, and the H-2B programThe emotional intelligence factor owners overlookThe Bottom Line: You can have the best recruiting tactics in the world, but if your company isn't a great place to work, you'll never keep top talent. Mike breaks down exactly what "great place to work" means in 2025, and it's not what you think.
Stop competing on hours and overtime. Start competing on culture and career growth.
Connect with Mike Voories:
LinkedIn: https://www.linkedin.com/in/michaelvoories/
Website: https://BusinessResourcesOne.com
Free Job Board: https://GreenIndustryCareers.com
Connect with Steven Cohen:
Email: [email protected]
LinkedIn: GreenMark Consulting Group
Host Luke Truetken
Brought to you buy Landscape SEO
Brought to you by Turfs Up Radio - The 24/7 Green Industry Station
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After the Exit: The Hard Truths No One Tells You (with Steven Cohen)
This is Part 3 of our âSelling Your Businessâ series. Luke sits back down with Steven Cohen (former owner of BCLS) to talk about the side of selling no one prepares you forâthe identity shift, the culture shock, and how to take care of your people when the deal closes. We dig into private equity vs. private sales, âcash outâ vs. rolling equity, and what it really feels like to go from owner to employee. Stephen shares practical ways to plan your next chapter, manage the emotional whiplash, and leave a legacy your team respects.
In this episode
Post-sale âpostmortemâ: what actually changes the day after you sellOwner â employee: control, decision rights, and how to keep your sanityRolling equity vs. taking cash: aligning operations with financial outcomesTaking care of key employees: offers, transitions, and dignified exitsFreedom without a paycheck: financial planning and purpose after the dealBuilding your next chapter: hobbies, new ventures, and reclaiming momentumDue diligence vs. aftermath: why the emotional work starts after closingTakeaways
Decide upfront: âGet paid and get outâ or âstay and playââthen commit.Separate operational disagreements from financial goals if you roll equity.Protect your people in negotiations; how you exit becomes your legacy.Plan your first 90â180 days post-sale (rest, projects, experiments).Replace the weekly paycheck with a purpose and a clear personal runway.Guest: Steven Cohen â industry veteran, former owner of BCLS
Mentioned: Project EverGreen (volunteer opportunities that build community and relationships)
Subscribe to The Green Dream on Turfs Up Radio and share this episode with an owner whoâs considering an exit.
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In Part 1 of our âSelling Your Businessâ series, Luke sits down with Steven Cohen, an industry veteran and former owner of BCLS, to map out what owners should do long before a sale is on the horizon. We cover the only three ways a business ends (succession, sale, or shutdown), why exit planning belongs in your first decade, and how to build a company buyers actually want.
In this episode
The three possible endings of any businessâand how to pick yours earlyWhat to put in a 5â10 year exit plan (and when to tell your team)Financials and documentation: what buyers and brokers will demandRevenue mix that maximizes valuation (recurring maintenance vs. project work)Private equity vs. strategic buyers vs. brokers: who fits which companyDue diligence realities: why âno deal is done until the wire clearsâCulture and communication during a sale without spooking the marketWho this is for
Owners who say âIâm never sellingâ (and want optionality anyway)Leaders 3â10 years out from a potential exitOperators who want higher multiples and smoother diligenceGuest: Steven Cohen (former owner, BCLS)
If this episode helped you, please rate and review The Green Dream and share it with an owner who should start their exit plan now. Tune in next for Part 2âand donât miss daily shows across Turfs Up Radio for more lawn and landscape insights.
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Why 80% of Business Sales Fail (And How to Be in the 20%)
Thinking about selling your landscape business someday? This episode could save you from making costly mistakes that kill most deals before they even happen.
Luke Truetken pulls back the curtain on his experience selling his landscape company and working as a business broker, revealing the harsh realities most business owners never see coming.
The brutal truth you need to hear:
80% of businesses listed for sale never actually sellYour business isn't worth what you think it's worth (and why revenue doesn't matter)EBITDA multiples of 3-6x are the real valuation gameConstruction-based businesses sell for significantly less than recurring revenue modelsSloppy books and "living out of the bank account" will kill your dealWhat you'll discover:
The 3-5 year preparation timeline for maximizing your sale priceKey man risk: Why being essential to your business hurts its valueAsset vs. stock sales (and why 99% are asset sales)How to interview and choose the right business brokerThe due diligence process (spoiler: it's like "open heart surgery")Non-compete agreements and what they really meanReal examples included:
How route density helped Luke sell 553 weekly accounts in one cityWhy recurring revenue businesses (pest control, irrigation, fertilization) command premium multiplesThe transition period reality (and why it's often brutal for sellers)Whether you're planning to sell in 3 years or 30, this episode will change how you build your business today. Luke doesn't sugarcoat itâhe tells you exactly what buyers care about and what they don't.
Bottom line: Start building a sellable business now, or risk discovering your life's work isn't worth what you hoped when it's too late to fix it.
Essential listening for any landscape business owner who wants to maximize their exit strategy.
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3 Strategies to Maintain Spring Momentum Through Summer
The spring rush is over. June hits, people go on vacation, the heat cranks up, and suddenly your phone stops ringing like it did in April and May. Sound familiar?
Most landscape business owners just accept this summer slowdown as inevitable. They cut their marketing spend, stop following up on leads, and basically coast until fall arrives. But what if you could keep that spring momentum rolling all summer long?
In this game-changing episode, Luke Truetken reveals the three specific strategies that smart landscape companies use to stay busy and profitable during July and August while their competition takes a summer nap.
You'll discover:
Why your Google Ads cost 30-50% less in summer (and how to capitalize on it)The "SEO season" approach that builds long-term market dominanceHow to convert thousands in "dead" spring quotes into summer revenueReal client results: 150% higher summer revenue using these exact strategiesThe biggest mistakes landscape companies make during summer monthsFeatured strategies:
Google Ads Optimization - Pivot your ad spend to summer-specific services while competition disappearsSEO Content Creation - Use summer downtime to build digital authority for year-round leadsSpring Quote Follow-Up - Systematic approach to convert outstanding proposals into summer salesLuke shares real examples, including a client who converted $78,000 worth of old quotes into summer revenue and another who saw 3x more organic leads the following spring.
If you're tired of accepting summer as the "slow season" and want to use these months as your competitive advantage, this episode is essential listening.
Ready to make summer your secret weapon for market domination? Hit play now.
landscapeseo.com
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In this value-packed episode of The Green Dream, host Luke Truetken reveals how landscape businesses can unlock substantial revenue hiding in their existing databases. Are you sitting on a goldmine of past inquiries that never converted? Luke shares the exact reactivation campaign strategies that generated over $18,000 in additional revenue for his landscaping business in just two weeks, without spending a dime on new advertising.
You'll discover the psychology behind effective reactivation messaging, how to organize your past prospects for maximum impact, and multi-channel approaches that get results. Whether your past leads went cold last month or last year, Luke breaks down the step-by-step process for reconnecting and converting them into paying clients.
Plus, get access to real campaign templates and timing strategies specifically designed for seasonal landscaping businesses. Stop leaving money on the table and learn how to leverage the most overlooked asset in your business: people who have already shown interest in your services.
Ready to turn cold leads into green? Listen now, and implement these proven reactivation strategies before your competition does. To book an appointment with us, visit LandscapeSEO.com.
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In this candid episode of The Green Dream, host Luke Truken reveals the number one challenge facing service businesses: hiring and retaining top talent. Luke shares the pivotal story from his early days at Luke's Landscaping when his entire crew quit overnight, leaving him with 200 weekly lawns and just one employee. This crisis moment forced him to completely reimagine his approach to leadership, company culture, and recruitment.
Luke explores how he transformed from a "my way or the highway" boss into a leader who builds teams through empathy, core values, and constant recruiting. Listeners will discover practical strategies for creating a workplace culture where A-players want to stay regardless of competitors' wage offers, the importance of "always hiring" even when fully staffed, and how to identify and attract ideal employees. Whether you're mowing 20 lawns or managing multiple crews, this episode provides essential insights for building a sustainable team that supports your business growth.
Ready to grow your landscape business with better marketing and hiring strategies?
At Landscape SEO, we specialize in websites, SEO, and paid advertising that bring you quality leads. But we don't stop there. We also offer proven solutions to attract the top talent your business needs to scale. Visit landscapeseo.com today to book a free consultation. Let's discuss how to market not just for customers, but for the A-players who will take your business to the next level. Keep cutting grass, keep planting plants, and let us handle the digital growth!
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In this eye-opening episode of The Green Dream, Luke Truetken tackles the uncomfortable truth about business growth plateaus. If you've ever contemplated starting a new business because your current one feels stuck, this episode is your wake-up call.
Luke shares his personal experience of starting and selling landscape companies while building a marketing agency, revealing how the "grass isn't greener" mindset cost him precious time and momentum.
You'll discover:
Why most entrepreneurs get stuck at specific growth levelsThe dangerous trap of running multiple businesses simultaneouslyThe four cyclical constraints every business faces (liquidity, leads, labor, leadership)Why hiring challenges exist in EVERY industry (not just landscaping)How trying to force rapid growth can actually prevent long-term successDrawing parallels to video game boss levels, Luke provides a refreshing perspective on business challenges and why the solution isn't starting a new gameâit's beating the current boss.
Whether you're struggling with cash flow, lead generation, hiring, or leadership challenges, this episode offers the mindset shift needed to break through your current plateau and reach the next level of business growth.
Listen now and remember: the grass isn't greener in another businessâit's greener where you water it.
Host - Luke Truetken
Landscape SEO
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Did you know that 85% of potential customers won't call back if you miss their first call? In this eye-opening episode of The Green Dream, Luke Truetken reveals why your phone answering system might be the most overlooked profit lever in your landscape business.
Listen as Luke breaks down:
Why missed calls are literally missed moneyHow to set up a professional phone system that converts callers to customersThe exact script his top-performing clients use to answer callsCommon phone answering mistakes that drive customers to competitorsSmart solutions for managing calls during the spring rushAfter-hours strategies that keep leads from going coldWhether you're answering calls yourself from the field or managing an office team, this episode delivers actionable steps to transform your phone into a revenue-generating machine. Stop letting opportunities ring out to voicemail and start making powerful first impressions that win business.
Book of strategy session Here!
Author Luke Truetken
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In this episode of The Green Dream, Luke dives into the critical concept of ROAS (Return on Ad Spend) and why it's a game-changer for lawn and landscape businesses. After sharing updates from his recent speaking engagement at the Spring Fling in Denver, Luke breaks down the simple yet powerful math behind successful marketing campaigns.
Learn how to calculate your true marketing ROI, with a real case study showing how one client achieved an incredible $67 return for every dollar spent on Facebook ads. Luke walks through the formulas, shares practical examples for both lawn maintenance and landscape construction businesses, and explains why understanding your numbers is essential for scaling your operation.
Discover why marketing should be treated as a simple math equation, not a guessing game, and how slight conversion rate and margin improvements can dramatically increase your returns. Whether you're skeptical about digital marketing or looking to optimize your current ad spend, this episode provides the framework to make data-driven decisions that can transform your business.
Luke also touches on the importance of commitment to the process, debunks common misconceptions about Facebook vs. Google ads, and explains why patience and proper tracking are necessary for marketing success. Don't miss this eye-opening discussion about turning your marketing dollars into profit machines for your lawn or landscape business!
Ready to calculate your own ROAS? Use the booking link below to schedule a strategy call with Luke and learn how to make marketing math work for your business.
Book a call with us!
https://landscapeseo.com/get-started/
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Why Only 2% of Lawn Care Businesses Make It Big (And How You Can Be One of Them)
Ever wondered why some lawn care businesses thrive while others struggle to survive? đ± In this video, Luke Truetken sits down with Larry Ryan of Ryan Lawn & Tree to uncover the secret strategies behind building a successful landscaping empire. From hiring top talent to mastering leadership, discover actionable insights that will help you scale your business, retain great employees, and create stunning landscapes.
đ What Youâll Learn:
- The importance of recruiting and retaining top-tier talent
- How servant leadership can transform your business culture
- Tips for creating a scalable lawn care business model
- The role of branding and customer relationships in business growth
- If youâre ready to take your lawn care or landscaping business to the next level, this video is for you!
đ Related Topics:
Employee ownership (ESOP) and its benefitsThe role of vision and leadership in long-term successLessons learned from 38+ years in the green industryđ Watch now and uncover the secrets of the top 2%!
#LawnCareBusiness #LandscapingSuccess #LeadershipTips #ServantLeadership #EmployeeOwnership #GrowYourBusiness #LandscapingTips #SmallBusinessGrowth #BusinessLeadership #RyanLawn #RyanLawn&Tree
Website: https://ryanlawn.com/
Book a strategy call with us : https://landscapeseo.com/get-started/
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Overcoming Sales Challenges for Contractors with Eric Triplet
Are your marketing efforts failing to generate actual sales? Do you find yourself blaming your marketing firm when projects stall? In this episode of The Green Dream Show, host Luke welcomes Eric Triplet from the Pond Digger Podcast to explore contractors' common sales hurdles and provide actionable solutions to overcome them.
đč Key Topics Covered:
Identifying Sales Problems: Discover how to assess whether your sales process is truly effective or if you're merely taking orders without adding value.Marketing & Sales Synergy: Understand the critical relationship between your marketing strategies and sales execution and how misalignment can hinder your business growth.Effective Sales Techniques: Learn actionable strategies for handling high-value project calls, including role-playing examples demonstrating best practices.Self-Awareness in Sales: Explore the importance of knowing your numbers and maintaining self-awareness to enhance sales performance.Overcoming Money Taboos: Gain insights on how to confidently discuss pricing and project budgets with clients without being pushy or rude.đč Highlights:
Real-Life Insights: Eric shares his experiences working with contractors who believe they excel at sales but are actually struggling behind the scenes.Role-Playing Sessions: Listen to a live role-play between Luke and Eric, showcasing effective sales conversations in action.Actionable Tips: Get practical advice on improving your sales calls, from asking the right questions to building genuine client relationships.Community Building: Learn how creating a strong support network through sales training groups can drive success and sustainable business growth.Whether you manage a landscaping business, pond installation service, or any project-based contracting work, this episode provides the tools and insights you need to refine your sales process and achieve your business goals. Donât miss out on expert advice that can transform your sales challenges into opportunities for growth!
đ§ Listen Now!
đą Connect with Eric Triplet:
Website: theponddigger.com/Social Media:Facebook
Instagram
TikTok
Coaching Group: Learn more about Ericâs coaching programs at Coaching Group LinkStay tuned to The Green Dream Show for more expert interviews and tips to help your green business thrive!
#ContractorSales #BusinessGrowth #SalesTraining #TheGreenDreamShow #PondDiggerPodcast #landscaping #lawncare
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In this episode, we sit down with Cody from Revhike to dive into the critical importance of phone communication in todayâs business landscape. Discover how effectively answering the phone and mastering phone sales can significantly boost your profitability while eliminating the time wasted driving to every property. Cody shares actionable strategies and insights that will help you streamline your operations, close more deals over the phone, and maximize your businessâs efficiency. Whether youâre a seasoned professional or just starting out, this is an episode you wonât want to miss!
#lawncare #landscape #marketing
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Join us for a candid conversation with Adam and Sahra Linnemann of The Green Executive as we dive deep into the current state of the green industry. We discuss the challenges landscapers are facing this year, from unpredictable sales cycles and rising costs to the impact of major events on the economy.
Adam and Sahra share their insights on:
Staying profitable in a fluctuating market: Learn how to proactively manage your cash flow and adjust your pricing strategies to maintain profitability.The importance of data-driven decisions: Discover why implementing business management software like LMN is crucial for tracking trends and making informed decisions.Adapting to industry changes: Hear about the latest trends in landscaping, including battery-powered equipment and the rise of permanent holiday lighting, and how to stay ahead of the curve.Tune in to gain valuable perspectives and actionable strategies for navigating the Green Dream even in times of uncertainty.
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In landscaping, it's easy to get caught up in pursuing bigger numbers â more revenue, crews, and clients. But are those numbers truly reflective of success? In this episode of The Green Dream, we sit with industry veteran Steven, Owner of BCLS, to explore the often-overlooked aspects of building a thriving landscaping business.
Tune in to learn:
Why financial literacy is crucial, even for small businessesHow to define your personal and business goals to achieve true fulfillmentThe importance of building a strong foundation for sustainable growthStrategies for overcoming "mind trash" and making clear decisionsWhether you're at $500k or $5 million, this episode will challenge your assumptions and provide actionable insights to help you build a landscaping business that supports your ideal life.
Website : bclslandscape.com
#landscaping #lawncare #businessgrowth #entrepreneurship
#smallbusiness #landscapingbusiness #greenindustry
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In this episode of The Green Dream, Luke Truetken dives into the landscaping industry's current challenges and how to overcome them with effective marketing strategies. With the recent economic slowdown, competition is fiercer than ever. Luke shares five essential marketing strategies to help you achieve your 2025 goals even in this challenging market. Learn how to attract new clients, build brand awareness, and convert leads into paying customers.
Actionable items discussed in the episode:
Build a good, mobile-friendly website: Your website is often the first impression potential clients have of your business. Ensure it's easy to navigate, loads quickly, and conveys your services and location.Invest in search engine optimization (SEO): SEO helps your website rank higher in search results, making it easier for people to find you when looking for landscaping services.Consider using Google Ads: Google Ads can help reach people actively searching for landscaping services in your area.Utilize Facebook and Nextdoor: Facebook and Nextdoor are effective platforms for building brand awareness and reaching potential clients in specific neighborhoods.Create engaging organic social media posts: Share content your audience wants to see, including project updates, video testimonials, and helpful tips.Luke also emphasizes the importance of following up with leads promptly and effectively. Learn how to use text messages, voicemails, emails, and even selfie videos to increase your chances of converting leads into customers.
Now more than ever, getting your digital marketing and marketing right is crucial. Tune in to this episode for valuable insights and actionable strategies to help your landscaping business survive and thrive in 2025!
Landscapeseo.com
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Ready to Light Up Your Holiday Profits?
In this episode, we dive deep into the world of Christmas light installation marketing with a special guest, Luke, a seasoned entrepreneur who scaled his service business from humble beginnings to a multi-million dollar operation.
Whether you're a newbie or a veteran in the holiday lighting industry, this episode is packed with actionable strategies to attract more clients and boost your bottom line. Luke shares his proven tactics for leveraging your existing network, conquering community groups, creating captivating content, mastering paid advertising, and harnessing the power of SEO.
We'll also tackle common questions like:
How to get started with marketing if you're new to the businessWhy Facebook ads might not be working for you (and how to fix it)The importance of SEO for long-term growthThe best ways to follow up with leads and convert them into paying clientsHow to stand out from the competition in a crowded marketGet ready to illuminate your path to success this holiday season and beyond!
Tune in now and discover how to make your Christmas light installation business shine brighter than ever!
Keywords: Christmas lights, holiday lighting, marketing, small business, SEO, Facebook ads, Google Ads, lead generation, customer conversion
Website:
https://landscapeseo.com/blog/marketing-mastery-for-your-christmas-light-installation-business/
#ChristmasLights #HolidayLighting #ChristmasLightInstallation #HolidayLightInstallation #SmallBusinessMarketing #MarketingTips #BusinessGrowth
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Join us on The Green Dream as we sit down with Quinton, a partner at Q&A Landscaping, to discuss their remarkable journey from humble beginnings mowing lawns to becoming a thriving project-based landscaping company. Quinton shares invaluable insights on their pivotal decision to transition out of lawn care, the marketing strategies that have fueled their growth, and their unique approach to hiring and retaining top talent. Discover how Q&A Landscaping's commitment to continuous improvement, financial understanding, and a long-term marketing vision has set them apart in a competitive industry. This episode is packed with actionable advice for aspiring landscapers and seasoned professionals, emphasizing the importance of building a solid brand, embracing digital marketing, and prioritizing the customer experience. Don't miss this inspiring story of entrepreneurship and resilience in landscaping!
Q&A Landscaping Website:
https://www.qalandscaping.com/
Instagram:
https://www.instagram.com/qalandscaping/?hl=en
Facebook:
https://www.facebook.com/qalandscaping412
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