The Edge June/July/August 2026

Photo: Rich Green Lawns

ference between good data and not.” Lehmann recommends monitoring your data on a regular basis so when you are reviewing and optimizing your routes, the information is reliable. Cundiff says that recently they’ve started utilizing Deep Lawn to assist with their web sales, as it provides accurate property data. “Property measurements are massively important to us,” Cundiff says. “Every thing we do is square footage-based, and that’s how we know how much the tech gets paid. That’s how much we know how to cost it, and for inventory, how much product do I need to leave the shop with. Mismeasured properties are a big deal in lawn care because you get out to a lawn and it’s measured at 6,000 square feet, but you get out there, and it’s 15,000 square feet; they can throw some numbers off. The technician doesn’t get paid correctly.” BLENDING TECH AND HUMAN INSIGHT While many lawn care companies lean on their CRM or fleet software to assist with automating routing, it’s best to still review its suggestions with your own background of experience. “There have definitely been times when an automated route looks good on paper but doesn’t make sense on the ground,” Lehmann says. “Traffic patterns, and neighborhood quirks, are consider ations that have made a difference. That’s why we like to step back and look at the big picture, combining the software’s recommendations with our lived expe rience. Using all of our tools together helps us make smarter, more practical decisions.”

to build strong relationships with other industry professionals who offer services they don’t. “Creating that referral network not only helped us grow our client base in key areas, but it also opened opportuni ties for subcontracting work,” Lehmann says. “It was a combination of smart marketing and strategic partnerships that made a big difference.” THE IMPORTANCE OF DATA ACCURACY Once you have a good number of customers in an area, then comes the task of refining routes so they are as efficient as possible. The data you collect plays a key role in whether the routes you build are ones that allow technicians to make the most of their day or not. “If your data is off, even by a little, routes can end up being unrealistic; technicians might be overbooked, and you lose the efficiency you’re trying to gain,” Lehmann says. “But when your numbers are solid, the software can optimize routes effectively, saving time, reducing costs, and improving the customer experience. It really is the dif

neighbors of our existing clients if their property lines touched, we added them to our marketing leads and sent them personalized mailers with real pricing,” Lehmann says. Cundiff says they also rely heavily on direct mail and send frequently to areas where they know they are dense or would like to be dense. He says they also use a strategy called the ‘star method’ where their technicians will leave door hangers at the houses on the left and right of their customer and the three houses across the street. Weed Man has also found their online marketing efforts are key to increasing their density. “For Facebook, we’ll use look-alike campaigns,” Cundiff says. “With look-alike campaigns, we’ll take the demographics of our customer base, give it to Face book, and Facebook will go market to all the look-alikes that look exactly like our demographics. Google does look-alike campaigns. Facebook does look-alike campaigns. Instagram does look-alike campaigns. Those are massively bene ficial.” Lehmann says they’ve also worked

“There have definitely been times when an automated route looks good on paper but doesn’t make sense on the ground. Traffic patterns, and neighborhood quirks, are considerations that have made a difference. That’s why we like to step back and look at the big picture, combining the software’s recommendations with our lived experience. Using all of our tools together helps us make smarter, more practical decisions.” - Eric Lehmann, COO of Rich Green Lawns

National Association of Landscape Professionals 27