Your potential customers spend a significant amount of time researching how to choose a green business company before making their decision on a lawn care or landscaping business. Understanding exactly where they look and what factors influence their choice can transform your marketing strategy and customer acquisition efforts.

We surveyed 500 current green business customers in July 2025 to uncover the real decision-making process behind hiring a grounds service. These insights reveal actionable opportunities for green business professionals to position their companies where customers are looking and highlight the qualities that matter most.

The data reveals clear patterns: 33% of customers find green companies through referrals. Price remains a top concern, but quality surpasses rock-bottom rates, and professional credentials now outweigh years of experience in building trust.

Where Your Customers Are Looking for Green Business Services

Customer discovery patterns help you allocate marketing resources effectively and position your property care company where prospects are actively searching. The data reveals both traditional and digital touch points that drive new customer acquisition.

Word-of-Mouth Referrals Drive 33% of New Business

Personal recommendations remain the most powerful customer acquisition channel for property care professionals. This finding should fundamentally shape how you think about customer service, follow-up, and community engagement strategies.

Digital Discovery Captures Half Your Market

While referrals dominate, online research plays a crucial role in customer acquisition for green companies. Google search (24%), Social Media (11%), and NextDoor (9%) reaches 44% of customers, making it essential for capturing prospects who start their research digitally.

Ready to position your lawn care company as an industry leader? Deploy RealGreen’s software solutions to help your lawn care professionals deliver the excellent customer service and reliable operations that survey data shows customers value most. 

What Customers Prioritize When Choosing Your Company

Understanding customer decision criteria helps you position your green business effectively and avoid common marketing mistakes. The data reveals specific factors that influence final hiring decisions and Budget allocation priorities.

Price Remains Critical, But Quality Expectations Are High

Survey data confirms reviews/reputation as the #1 customer concern (2.4 out of 5 ranking), but the relationship between cost and selection reveals important nuances for green businesses. Customers demonstrate sophisticated evaluation processes that go beyond simple price shopping.

The multi-quote process creates both challenges and opportunities for green industry companies. Understanding how customers evaluate pricing helps you position your services competitively while maintaining profitable margins.

What Makes Customers Switch Providers?

Our survey data is crystal clear about what drives customers into the arms of your competitors. Focus on getting these right and you drastically reduce your customer turnover. 

1. Consistent Poor Results (21.9%): Regular quality issues that providers fail to address promptly.
2. Price Increases (21.1%): Unexpected cost changes without proper communication.
3. Property Damage (19.9%): Accidents that providers don’t handle professionally or promptly.
4. Unreliable Scheduling (15.9%): Inconsistent service timing that disrupts customer expectations.

What Makes Customers Immediately Reject a Green Company

Price is the biggest deal-breaker for green business customers, with over a quarter rejecting companies simply because they’re “too expensive.” What’s almost equally damaging is pushy sales tactics, with nearly a quarter of customers walking away from aggressive salespeople, showing that how you sell is just as important as what you’re selling.

How Many Quotes Do Customers Get?

Rarely does a customer get only a single quote for service. Since pricing is the biggest pain point for customers it makes sense they get at least a 2-3 quotes before committing to a provider. 

• 67.8% obtain 2-3 quotes before hiring a property care service
• Only 15% make decisions based on single quotes
• 13% gather 4-5 quotes for comprehensive comparison

FAQs for Green Business Owners

How can I increase referrals from existing customers?

Since 70% of customers find lawn care providers through referrals, implement a systematic approach: ask for referrals during peak satisfaction moments, offer incentive programs for successful referrals, and focus service quality in neighborhood clusters to create referral networks. Make it easy for customers to refer you by providing business cards and maintaining excellent service quality.

Should I compete primarily on price to win more customers?

While price ranks as the most critical factor, customers also immediately reject lawn care companies with suspiciously low pricing. Focus on competitive pricing within market ranges while emphasizing value through quality equipment, professional certifications, and excellent customer service that justifies your rates.

How necessary are professional certifications compared to years of experience?

The survey shows professional certifications (3.5 ranking) and insurance coverage (3.6 ranking) build more customer trust than years in business (4.0 ranking). Invest in proper licensing, insurance, and industry training to compete effectively, even against more established lawn care companies.

What’s the most effective way to generate online reviews?

Since reviews rank as the second most important selection factor, request reviews immediately after completing excellent service when customer satisfaction is highest. Focus on Google Reviews for maximum impact on local search results, and respond professionally to all reviews to demonstrate your commitment to customer service.

Methodology

We surveyed 500 U.S. homeowners using Pollfish to uncover how Americans are maintaining their lawns in 2025 and how they interact with lawn care providers. We also explored public sentiment around topical cultural issues — such as immigration — and how these intersect with opinions on lawn care. Responses were analyzed across demographic variables, including age, gender, region, and income, to identify key behavioral and ideological trends.

Fair Use Statement

The insights and findings from this study are available for noncommercial use, including academic research, educational projects, and personal reference. Proper attribution is required when referencing this study, and direct linking to this article is encouraged to ensure access to the full context of the findings. 

For commercial use, media publication, or other professional applications, permission must be obtained from the authors. Respect for intellectual property rights and ethical citation practices is greatly appreciated.

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