Simon and Dee Farmer left two full-time jobs, started a Jim’s Mowing franchise with no customers, and built 57 regular clients, six commercial clients, and two starter clients within three months. Their busiest week reached nearly $7,000 through fast lead response, careful work and consistent use of the Jim’s system.
In a Jim’s Podcast episode, Simon and Dee Farmer shared their journey after launching their Jim’s Mowing franchise in Rockingham and Baldivis, Western Australia. Simon left a 15-year truck-driving career, while Dee transitioned from office work. Today, they use commercial mowing equipment, regular lawn care schedules, progress photos, and the Jimbo invoicing system to manage each job efficiently.
This Jim’s Mowing franchise review shows how two new owners built recurring work without pretending the change was risk-free. They started with no clients on 8 March, then reached 57 regulars, six commercial clients and two starter clients within three months. This article covers their career change, lawn-care method, training, local systems and early business results.
Watch the full episode below, or keep reading for the key takeaways.
What Made Simon and Dee Leave Two Full-Time Jobs?
Simon had worked as a truck driver for about 15 years. His income depended on overtime, but reduced hours left him questioning how far the role could take him.
Dee had spent years in office work. The couple had built their home only two to three years earlier, so leaving two full-time jobs while carrying a mortgage felt risky.
During the first week, they asked whether they had made the right choice. Three months later, the diary was booked each week, and they had built the customer base from scratch.
Their story does not suggest that every franchisee will reach the same figures. It shows what happened when two owners combined quick follow-up, long days, customer care and the support available through Jim’s Group.
People considering a similar change can review what it means to own a Jim’s franchise.
How Did They Build 57 Regular Customers in Three Months?
Their first goal was $5,000 per week within 12 months, or about $1,000 per day from Monday to Friday. Instead, their first three months averaged about $4,000 per week.
Forward bookings from repeat customers averaged about $3,500 per week without new leads. One week reached nearly $7,000, the previous week reached $5,000 and the current week had already reached $4,000 during the interview.
They had 57 regular customers, six commercial clients and two starter clients. They also estimated an 80 per cent lead conversion rate.
Dee said they normally called new enquiries within five minutes, with 10 minutes as the maximum. She estimated that two or three customers each day commented on the fast response.
For a broader guide to the variables behind franchise income, read how much a Jim’s franchise can earn.
What Lawn-Care Methods Helped Them Deliver Better Results?
Simon and Dee use regular mowing, edging, fertiliser and progress photos on common Perth lawn types such as Kikuyu, Wintergreen and Buffalo.
Grass uses its leaves to capture sunlight and support root growth. Regular cutting removes manageable growth, while an irregular heavy cut can remove too much leaf and place the lawn under stress.
After about two cuts, Dee compares the first photo with the lawn’s current condition and sends the progress to the customer. The record makes gradual improvement easier to see.
The method suits Perth’s hot conditions because lawn growth and moisture stress can change quickly. A two- or four-week schedule lets them adjust mowing, edging and fertiliser before a lawn becomes heavily overgrown.
Their equipment includes a STIHL FS 131 brushcutter, a multi-tool with attachments, a 21-inch self-propelled Masport Contractor mower and a smaller 19-inch Masport 575. The larger mower weighs nearly 70 kilograms, while the smaller unit works better on stairs and tight backyards.
Simon said it took about two to three weeks to feel proficient with the commercial equipment.
Pro Tips
- Take a photo during the first visit and compare it again after about two cuts.
- Match the mower to the access, especially on stairs or narrow properties.
- Group repeat work into two- or four-week schedules for more consistent care.
What Support Did They Receive From Jim’s Mowing?
Simon and Dee completed training in Melbourne before launching. Simon had never flown before and expected five classroom days to feel difficult, but finished wishing the course had continued longer.
The training focused on business, customer service and systems, while practical equipment skills developed on real jobs. Their local franchisor, Peter, also helped when a large commercial quote felt overwhelming.
Peter attended the site, worked through the quote with them and helped turn an intimidating lead into a commercial client.
Jimbo helped the couple manage leads, quotes, completed jobs, invoices and review requests. Dee could send an invoice in about 30 seconds while Simon drove to the next job, removing the need for another half-hour of administration at night.
They also used a group chat with Peter and other franchisees south of the river. When a question came up, they had experienced people to ask.
An independent contractor can still build a strong business, but the owner must create the brand, lead flow, quoting process and support network. Simon and Dee chose a structure that already included those parts.
Prospective owners can explore Jim’s franchisee training and read how franchising fees work.
How Do They Manage Lawn Care Around Rockingham and Baldivis?
Simon and Dee organise each day by area. One day may focus on Baldivis and another on Rockingham, reducing unnecessary travel.
Early on, they drove across a wider area to build the run. Most current work sits within about 15 minutes north or south of their home area.
Their work includes established lawns, new-build homes, investment properties and moving-related clean-ups. Services include mowing, pruning, palm cutting, hedging, green-waste removal, tip runs, fertiliser and lawn rejuvenation.
One interstate investment-property owner needed a front lawn, crossover and backyard completed. Simon and Dee coordinated the work and helped connect the customer with another provider for part of the project.
Learn more through the Jim’s Mowing franchise and service page.
How Did Fast Lead Response Create Repeat Customers?
Dee said they listened to what customers wanted, kept the conversation friendly, and then completed the requested work properly.
Simon preferred charging an extra $10 or $20 when needed rather than offering the cheapest quick option. Strong work produced referrals and approaches from people who saw the trailer in the street.
Dee also added their Google review link to the Jimbo invoice template. The direct request helped them collect 64 five-star Google reviews, with a new target of 100.
The branded car and trailer created local visibility too. They parked behind the goals at their daughter’s football, where another person approached them about work.
How Does Jim’s Mowing Compare With Starting an Independent Business?
| Feature | Standard Independent Contractor | Jim’s Professional Standard |
| Brand trust | Builds recognition from zero | Uses the established Jim’s Mowing name |
| New enquiries | Creates and funds the lead pipeline | Can receive leads while the run grows |
| Training | Sources training independently | Structured business and service training |
| Support | Relies on a personal network | Franchisor and franchisee support |
| Administration | Builds separate systems | Jimbo manages jobs, quotes and invoices |
‘Every job we go to, we take pride in the work. We do 110 per cent.’
Dee Farmer, Jim’s Mowing franchisee in Rockingham
Frequently Asked Questions
They started with no client base on 8 March and reached 57 regular customers within about three months. They also had six commercial clients and two starter clients.
They said the first three months averaged about $4,000 per week. One week reached nearly $7,000, while repeat bookings averaged about $3,500 per week.
Dee said they normally called within five minutes and treated 10 minutes as the maximum. Two or three customers each day commented on the response speed.
They used a STIHL FS 131 brushcutter, a multi-tool, a 21-inch self-propelled Masport Contractor mower, and a smaller 19-inch Masport 575. Simon adjusted to the commercial gear in about two to three weeks.
Dee placed a Google review link in the Jimbo invoice template. Each invoice made it easy for a satisfied customer to leave a review.
Simon said the brand support was worthwhile. He also noted that a $15 or $17 lead could become a $3,000 job and then generate repeat work.
They recommended research, following the system, and managing lead volume. They started with about four leads rather than 10 per day and asked their franchisor for help when needed.
Key Takeaways
- The couple built 57 regular customers, six commercial clients, and two starter clients in about three months.
- Their first three months averaged about $4,000 per week, with one week reaching nearly $7,000.
- They called leads within five minutes when possible and estimated an 80 per cent conversion rate.
- Jimbo reduced invoicing to about 30 seconds and helped generate 64 five-star reviews.
- Training, franchisor support and suburb-based scheduling helped them manage fast growth.
Take the Next Step With Jim’s Mowing
Need Reliable Lawn Care in Your Local Area?
Simon and Dee’s story shows what local service can look like when operators respond quickly, listen carefully and take pride in the result. Jim’s Mowing customers can access professional standards backed by Jim’s National Guarantee.
Request your free quote from Jim’s Mowing today.
Thinking About Starting Your Own Service Business?
Their early growth came from combining the Jim’s Group brand, leads, training and structure with fast responses, consistent work and responsibility for every customer.
Learn more about joining Jim’s Group at jims.net or call 131 546 today.