Stop Undercharging! How to Price Your Lawn Care Business Services
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What is the core problem of underpricing in lawn care businesses?
Hello and welcome to the Green Industry Podcast, your go-to guide for building a more profitable and thriving lawn care and landscaping business. Your host, Paul Jameson, is the author of five best selling books, including Cut That Grass and Make That Cash, and his latest, Level Up Your Money, all available on Amazon and Audible. Now, get ready for more expert insights and practical strategies. Strategies to boost your business and level up your life. Here's Paul Jamison.
Welcome back to the Green Industry Podcast. I'm Paul Jamison down here in beautiful sunny Florida. And today on the program, we're going to hear from my mentor, Jonathan Potoshnik. So I found JP back in the day on YouTube, and his videos were boring, but informative. When I say boring, he would just set up a camera and he would stand in front of this whiteboard and he would just talk business, and I couldn't get enough. Because he was straight to the point. He never told a joke. He never, he never cracked a smile. He just talked business. And I would take what he was teaching and I would go apply it the next day or that day in my lawn care business. And it was absolutely game-changing advice. Now, if you would have told me one day I would get to meet this man and actually be in his home, I
I probably wouldn't even have bullied you, but shout outs to Naylor Talia Faro, my friend. Who gets me in some incredible um networking opportunities. He got me out to Greg Chisholm's home uh back in twenty twenty. That was absolutely epic. Naylor called me, he's like, Are you sitting down? I was like, No, he was like, Sit down. He told me, You ain't gonna believe this. And he was like, We're going to Greg Chisholm's house. And and we did. And we went, we got to interview Greg at his house. And uh that was a whole other story for another day. I left my shoes there. I got so excited, I forgot to even put my shoes on when we left. I left. got to call him back like, hey, I think I left my shoes in your garage.
Like, uh, he shipped them to me. But anyway, um Naylor and I were at an event in um in in Dallas, Texas, and JP lives in um Texas. And so You know, Thaler sets it up. We're going to JP's house. And we did. And uh we got to um pick his brain um back by his fireplace in his backyard. Beautiful, beautiful, beautiful home. Um stunning home, actually. Um stunning backyard. I didn't even get to tour the whole place. It was it was awesome. But uh what also is awesome is the insights that he shared with Naylor and I about business. And so this man has 12,000 customers uh in his lawn care business. It's called City Turf. It's uh north of Dallas. And he's just very, very smart when it comes to all things business. So this is behind the scenes in Jonathan Potoshnik's beautiful home in his backyard.
Enjoy.
Hey Paul, if you wanna I I don't want you to hit your shin on that key right there, you're welcome to pull it down the fire pit. You're welcome to pull that out if you or just be aware of it.
I u used to work for UPS when one cold day I hit my shin r going up into the truck. Like on a step? Yeah, I still remember it. Every time I see that UPS truck, it was like twelve degrees outside and I slipped and my shin hit that step in the UPS truck. Ooh. All right. So I'm gonna clap so they can connect the audio and video. Excellent. Mm-hmm. Welcome to Texas. Today we are at Jonathan Potoshnik's beautiful home. We're going to pick his brain about how much you should charge. If you have a lawn care landscaping business, how do you know how to price it profitably? We're going to pick Jonathan's brain on that. We're also joined with Naylor Taliafero, the lawn care rookie. What's up, rookie? How's it going?
Glad to be here, Paul.
Yes, it is it is great to be here. And Jonathan uh recently returned to the YouTube. He has a brand new channel called Five for Fifty. So why don't you go ahead and let everyone know who you are and and what your new new channel is and then I wanna pick your brain about how do we come up with our prices.
Yeah, so my name's Jonathan. I've been in the home services industry for quite some time.
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Chapters
8 chapters
1
What is the core problem of underpricing in lawn care businesses?
0:03–4:22
2
How does Jonathan explain the impact of underpricing on profitability?
4:22–9:51
3
What metrics does Jonathan recommend for tracking pricing effectiveness?
9:51–14:30
4
How can the man‑hour rate be used to evaluate service profitability?
14:30–18:54
5
Why is understanding COGS essential for making price adjustments?
18:54–24:39
6
What strategies are suggested for raising prices without losing customers?
24:39–30:41
7
How can software tools automate man‑hour tracking and pricing analysis?
30:41–35:58
8
What actionable steps should listeners take right now to stop undercharging?
35:58–41:29
Speakers
4 identifiedMore from Green Industry Podcast
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Why You Should Be Charging $100+ Per Man-Hour with John Pajak