Lawn Doctor Turf Farms – Story of How Lawn Doctor, Mosquito Hunters and ecomaids® Leverage Strong Human Interest in Their Franchise Sales
According to Eric Martin, vice president of Franchise Development, the main thing that sells a brand is the story of its franchisees.
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In 2018, home services company Mosquito Hunters teamed up with veteran franchisee Lawn Doctor to provide customers with a variety of premium outdoor services. In the more than 50 years of Lawn Doctor’s existence, the brand has expanded its franchise system to more than 600 locations across the country. Mosquito Hunters has also been offering aspiring franchise opportunities since 2014 and currently has 50 locations in 18 states. The two companies currently operate under their new parent company, Happinest, and the recently acquired ecomaids®, an environmentally friendly cleaning brand.
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Mosquito swatters, Lawn Doctor and ecomaids are looking to expand into new markets. All three brands attract franchisees because of their simple home business model, which offers candidates low entry costs and low overhead, but they need to be in front of the right audience.
Continental supports the lead generation strategies of Mosquito Hunters, Lawn Doctor and ecomaids, providing brands with informative content suitable for all stages of franchise development. Content curation programs and demographic targeting via social media are both methods Continental uses while candidates are still in the discovery phase.
Continental has developed dozens of rich stories to help franchise development teams promote opportunities to potential franchise owners, from successful owner profiles and brand culture pieces to business support and development opportunities.
Continental understands the importance of telling human-interested stories that resonate and connect with their respective audiences such as mosquito swatters, lawn doctors and eco-maids — a marketing strategy that, according to Martin, is key to attracting franchisees .
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“I’m a firm believer that people buy franchises before they talk to brands,” Martin said. “You need to have content that grabs the candidate’s attention and builds a relationship before any connection between the two of you. Engage people and show them why your opportunity should get their attention. If you do it well, they You get a better understanding of your brand fit, which leads to better candidates.”
“The franchise acquisition process is much longer now,” Martin said. “Your strategy shouldn’t be about rushing candidates. Brands need to stay present and have consistent content that engages people when they’re ready to absorb it. That way, when they find you, there’s a refined onboarding process.”
Cassidy McAloon, senior account manager at No Agency Limit and author of 1851 Franchise, praised the Happinest company for understanding the importance of brand awareness and producing high-quality content through third-party publications such as 1851 Franchise.
“Mosquito hunters and lawn doctors understand how content plays a role in brand awareness and how to get that content in front of audiences,” McCarron said. “The content that Continental produced at 1851 Franchise played a big role in their sales process. People who came in said they learned about the brands through the 1851 Franchise article.”
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Aside from the human-interest aspect of appealing to the content journey, Franchise Development Manager Ron Ens takes pride in the personal touch that brands incorporate into their lead discovery process.
“All communications from us are personalized,” Enns said. “When candidates are on the phone to learn more about franchise opportunities, they don’t hear our team’s generic ‘Welcome to Mosquito Hunters.’ Messages from the Development Director Program are designed to inform and educate candidates.”
Continental’s content creation for “Happiness” proves that, at the end of the day, people crave personal, human stories, especially in the franchise industry.
Do you enjoy working with people? Is customer relationship your business? Do you have experience presenting to the media? Do you like the idea of helping your company grow? Then you may be the right person for us.
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Any cookie that may not be particularly necessary for the website to function, and is used exclusively to collect user personal data through analytics, advertising, other embedded content, is called a non-essential cookie. User consent must be obtained before running these cookies on your website. Scotts Lawn Care is one of the best-known names in fertilizers, weed control and grass seed products. The company is part of the Scotts Miracle-Gro Company, which also owns brands such as Hyponex, Earthgro and Ortho. Scotts owns a subsidiary called Scotts LawnService, which provides lawn care services to consumers in the United States. The company merged with TruGreen in 2016.
Read on to learn about the history of Scotts Lawn Care and how to best use Scott’s most popular lawn care products in your yard.
If lawn care isn’t your thing, have you considered hiring a professional lawn service to take on messy tasks like fertilization and weed control? House Method recommends TruGreen as the best lawn care service, and it serves clients of any other lawn care service in North America.
Scotts Lawn Care, founded by O.M. Scott, became an innovator in lawn care just a few years after the Civil War. The company began selling seeds to farmers in 1868 and its history is marked by several prestigious awards such as:
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As the 20th century progressed, the Scotts Company acquired multiple brands in the lawn and garden industry, including some that produced organic garden products. In 1995, Scotts merged with Miracle-Gro, combining lawn care expertise with the horticultural expertise of a company best known for garden fertilizers. The Marysville, Ohio-based joint venture was named Scotts Miracle-Gro Corporation in 2005. Forbes magazine included the company on its 2015 list of the 100 most famous companies, the first time Scotts has appeared on the list.
Scotts entered the lawn care business with the acquisition of Emerald Green Lawn Service in 1998. Scotts LawnService continues to make acquisitions in the lawn care industry with the goal of gaining a presence in the top 100 lawn care markets in the United States. For example, in 2002, it acquired The Lawn Company, a major lawn care provider in the Boston area. Scotts has company-owned and franchised branches.
At one point, Scotts LawnService even considered trying to acquire TruGreen. However, by 2015, the Scotts Miracle-Gro Company decided to focus on its core business areas – seeds, fertilizers and other lawn care and garden products – and transferred control of Scotts LawnService to TruGreen, cementing TruGreen’s largest position. American lawn care provider. *
The deal closed in April 2016, with Scotts retaining 30% of the new joint venture. TruGreen phased out the Scotts LawnService name over the next year.
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Since the turn of the last century, when Scotts had the ingenious idea of selling grass seeds free of weeds and seeds, the company has focused on creating products that help homeowners create a lawn they can be proud and enjoy. You can find Scotts products at Home Depot and other major retailers, local garden stores and online.
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