Obviously, homeowners with lawns are the prime candidates for targeting lawn care services. But there are homeowners, and then there are homeowners more likely to buy lawn care services.

How can you target the homeowners more likely to buy your services and not waste time, effort, and money trying to solicit sales from those homeowners less likely to buy?

The answer: Targeted Marketing

Identifying households more likely to buy lawn services is an essential part of conducting lead generating programs.

Yes Marketing has surveyed 1000s of actual lawn care buying homeowners, analyzed demographic details about cancels, rejects, and bad-debt customers, and created a modeling program that uses over 20 identifiable characteristics that a lawn care buyer is more likely to possess. Plus, we identify characteristics of those that don't buy lawn care services, or, are more likely to become cancels and rejects.

Example

Here's an example where we look at 4 households that all have a home value of $350,000 and a household income of $80,000.

Household A: single, white collar employee, age 26, 2 regular credit cards limited credit limit, car market value of $11,000.
Household B: retired couple, ages 72 and 75, mortgage almost paid, income from bonds and pension fund, low spending volume, little credit card activity, one car with market value of $14,000.
Household C: married couple, ages 45 & 48, two children ages 10 & 12, both white collar employees, high spending volume, home equity of $100,000, gold and platinum cards, Porsche & Lexus SUV in the garage.
Household D: divorced, mom kept the house, age 39, mortgage and 2nd mortgage total $320,000, credit cards almost maxed out, two children ages 16 & 17, car market value of $7,500, more than half of income comes from previous spouse.

If you were making a list selection based only on home value and income, all 4 households appear to be good and equal prospects.

Looking at home value, income plus over 20 other predictive elements, we find these households are not equal, and several may not even be qualified prospects.

In short, if you’re spending money on direct mail or telemarketing and not using this kind of model to make your selections, you’re probably wasting a lot of money.

In 1997, Yes Marketing created the model used by many direct marketers for targeting lawn care buying prospects.

In 2007, we set the stage even higher with a brand new predictive model that identifies and targets likely lawn care buying homeowners.