Michael McDowell moved into a Jim’s Mowing franchise after high-pressure work in corrections and the army.
He started in a vacant territory, built to 16 regulars, and now earns similar income in roughly half the hours.
He credits fast callbacks, “adult conversations” on pricing, and strong Jim’s systems.
Introduction
In this Jim’s Podcast episode, Joel Kleber speaks with Michael McDowell from Jim’s Mowing Epping.
Michael recently started from a clean, vacant territory.
He shares how the Jim’s system reduced stress and increased flexibility fast.
Why Did Michael Want A Jim’s Mowing Franchise After Corrections Work?
Michael says he wanted a change after working long, heavy hours.
In his last job, he left at 5 am and could return around 8 pm.
He wanted work that felt healthier and gave him time back.
He says mowing helped him feel better mentally and physically.
What Made The Training And Support Feel “Worth Every Minute”?
Michael says the training was “brilliant” and wouldn’t change a thing.
He also built friendships and networks with franchisees across Australia.
He highlights two themes that helped immediately:
- Strong training on quoting and customer conversations
- Ongoing support from a responsive franchisor
“It was worth every minute of it.”
What Does “Adult Conversation” Mean When Pricing A Regular Job?
Michael says early quoting can be off while you’re learning.
The advice he took was to avoid pricing too high upfront.
Instead, he suggests adjusting the price later with a direct, respectful conversation.
That protects the relationship and avoids the “Jim’s is too expensive” reaction.
Key pricing ideas Michael shared:
- Quote fairly at the start to win the ongoing work
- Improve accuracy as you gain experience
- Raise the price later through a calm, honest conversation
“Have that adult conversation about raising the price.”
How Did Michael Build A Business From A Vacant Territory?
Michael says he started with zero and built to 16 regulars.
He also completed many one-off jobs and clean-ups along the way.
He used a mix of lead flow and self-sourced work.
He didn’t want to rely only on the call centre.
What helped him build momentum:
- Turning the call centre on to start receiving leads
- Asking family and contacts for referrals
- Letting the trailer and branding drive walk-up enquiries
- Word of mouth from visible work in local streets
Michael reached 16 regular clients after starting from zero.
Why Does Fast Callback Matter So Much For Lead Conversion?
Michael says speed is a competitive advantage in mowing.
He aims to call within 10–15 seconds when possible.
He also turns the call centre off if he cannot respond quickly.
He believes fast contact reduces the chance that customers collect multiple quotes.
What customers often say when he calls fast:
“Gee, that was quick.”
That reaction often signals strong buying intent.
“Every lead that comes through… straight on the phone.”
How Do Jim’s Systems Create Accountability and Customer Trust?
Michael says customers often leave independents after reliability issues.
He believes Jim’s systems prevent “just stopping turning up.”
He also explains why trust is higher with Jim’s:
- Customers can call the call centre if something goes wrong
- Complaints get handled through a real system
- The brand standard protects customers and franchisees
“We’re held accountable by the system.”
How Does Jim’s Help Franchisees Protect Their Time And Mental Load?
Michael says he now earns a similar income in about 50% fewer hours.
He can finish a few hours of work and be home by lunch.
He also says flexibility is the major benefit.
He can move jobs around when life happens, like moving house.
Key lifestyle changes he mentioned:
- More time for reading and recovery
- More sunlight, movement, and better mental health
- Greater control when reservist training weekends come up
“I could do four hours’ work now and be home at lunch.”
HowTo: A Simple Lead, Quote, And Service System Michael Uses
Step 1: Call New Leads Immediately
- Aim for seconds, not hours.
- Turn leads off if you cannot respond quickly.
Step 2: Set Expectations With Clear Communication
- Confirm what the customer wants and what is included.
- Keep the tone calm and professional.
Step 3: Quote Fairly, Then Adjust With An “Adult Conversation”
- Avoid pricing too high upfront for regular work.
- Raise the price later once you understand the job better.
Step 4: Use The System To Protect Service Standards
- Take complaints seriously and resolve them fast.
- Remember, the brand is built on trust.
Step 5: Keep Admin Clean With Proper Bookkeeping
- Michael uses a bookkeeper so taxes and records stay accurate.
- Good records reduce stress and protect cash flow.
What Tools And Admin Habits Helped Michael Stay Organised?
Michael uses Jim’s Jobs plus a written diary to plan his week.
He also uses accounting software, with a bookkeeper checking accuracy.
He says bookkeeping support is “worth every penny.”
It helps ensure taxes and records are done correctly.
Key admin habits he mentioned:
- Weekly planning by day (Monday jobs, Tuesday jobs)
- Capturing manual receipts and entering them later
- Letting a professional handle the detail-heavy work
FAQ
What Is The Pay-For-Work Guarantee Michael Mentioned?
Michael says his region’s guarantee amount is about $2,000 per week.
How Many Regular Clients Did Michael Build From A Vacant Territory?
He says he started at zero and built to 16 regular clients.
Why Does Michael Call Leads So Quickly?
He believes fast callbacks reduce quote-shopping and increase conversion.
What Is An “Adult Conversation” About Pricing?
It means raising pricing respectfully later, once the real scope is known.
What Did Michael Use To Manage Admin And Tax?
He used a bookkeeper and accounting software to keep records accurate.
Key Takeaways
- A Jim’s Mowing franchise can deliver similar income with fewer hours.
- Starting from zero is possible when you combine lead flow and referrals.
- Fast callbacks can improve conversion and reduce quote-shopping.
- Better pricing comes from better conversations, not sudden price jumps.
- Bookkeeping and clean records reduce stress and protect the business.
Want to hear Michael’s full story?
Watch the full podcast episode to hear how Michael McDowell built 16 regulars and got his life back with Jim’s support.
Interested in starting your own lawn mowing business?
Learn more about joining Jim’s Group at jims.net or call 131 546 today.