Running a successful lawn care business is no easy feat.
Between managing customer relationships, maintaining equipment, and navigating the day-to-day operations, there are countless challenges that can arise.
However, for franchisees within the Jim’s Mowing network, there are unique advantages and support systems in place to help overcome these obstacles.
Two Jim’s Mowing franchisees – Richard Furler and Roger Bennett uncover their stories of navigating the lawn care industry.
From leveraging the Jim’s brand to developing creative solutions for exiting the business, their experiences provide valuable insights for both current and aspiring franchisees.
The Power of the Jim’s Mowing Brand
One of the key advantages of being a Jim’s Mowing franchisee is the strength and recognition of the brand.
As Roger explains, the Jim’s name carries a lot of weight with customers:
“The brand is very strong and it’s well recognized. I can work on any property, and people know who I am in terms of what the brand represents. But then the operations side is so key to giving people a great service. If you get it right and people are getting constant communication from us, they feel they’ve been heard, they feel things are happening, and they’re willing to listen to us.”
Richard echoes this sentiment, noting how the Jim’s brand helps build trust and credibility with customers:
“When I knocked on this lovely young lady’s door one day, she looked at me and said ‘Oh, you’re from Jim’s. Great, you’re on time.’ She was comfortable letting me walk through her house and into the backyard alone because she recognized the Jim’s brand. She knew I had a police check and wasn’t going to get away with anything.”
This level of trust and recognition is invaluable for lawn care businesses, as it helps franchisees stand out from independent operators and establish themselves as reliable, professional service providers.
The Importance of Training and Support
In addition to the brand power, Jim’s Mowing franchisees also benefit from comprehensive training and ongoing support from the franchisor.
As Richard explains, this was crucial for him as someone who had no prior experience in the lawn care industry:
“As an engineer, I enjoyed the intellectual challenge of problem-solving and learning new things. The training and support I received from Jim’s was invaluable. I went from knowing nothing about gardening to being able to diagnose plant diseases, understand how to properly grow plants, and solve all sorts of problems.”
Roger also highlights the value of the training, noting how it helped him quickly get up to speed and deliver a high level of service to his customers:
“I can train someone within a week to do every single task to about 70-80% of my standard. I use a psychological technique of giving immediate feedback, correcting them every time they go off course. This allows me to get new employees up to speed a lot quicker, without the pressure of everything being slow.”
The comprehensive training and ongoing support from the Jim’s Mowing team empowers franchisees to provide exceptional service, build strong customer relationships, and ultimately grow a successful business.
Navigating Challenges and Finding Creative Solutions
Of course, running a lawn care business is not without its challenges.
Both Richard and Roger have faced their fair share of obstacles, but they’ve also demonstrated the ability to find creative solutions.
For Richard, a major challenge arose when he needed to exit the business due to personal health issues and family circumstances:
“My son ended up getting brain cancer, which meant I just had to leave. I needed 24/7 care for him, and the obvious choice was that I had to walk away from the business. About a month or two after that, I thought I might as well get my hip looked at, and I ended up needing a hip replacement.”
Rather than simply walking away and leaving his customers in the lurch, Richard worked closely with Roger to devise a plan that would benefit everyone involved:
“We put it together as two separate areas. We split off part of Richard’s territory and turned it into a new franchise called Jim’s Mowing Rosewater West. We put some of Richard’s customers and some of my customers into that territory, making it up to about 45 customers. The new franchisee is doing really well – he started with great pricing and he’s a really industrious bloke.”
This creative solution allowed Richard to exit the business while ensuring his customers continued to receive uninterrupted service.
It also provided an opportunity for a new franchisee to come on board and build a successful operation.
Roger, on the other hand, faced the challenge of balancing his lawn care business with a personal goal of completing his university degree:
“I started out in 2011 with a degree in psychological science, and last year I thought, ‘Maybe I could finish it off.’ With a fair amount of work behind the scenes, I got everything set up. One of my employees, Harley, really picked up the slack and supported me, knowing that I was trying to finish my degree. It was a lot of work, but I managed to run the business and still generate income while studying furiously to complete my degree.”
By leveraging his team and implementing strategic systems, Roger was able to achieve his personal goal of earning his degree while maintaining a thriving lawn care business.
This type of adaptability and problem-solving mindset is crucial for success in the franchising world.
Delivering Exceptional Customer Service
Regardless of the challenges they face, both Richard and Roger are united in their commitment to providing exceptional customer service.
This is a core tenet of the Jim’s Mowing brand, and it’s something they’ve both embraced wholeheartedly.
Roger, in particular, has made customer service a top priority in his business:
“I remember when I came to training, they said the top performers answer the phone within 10 minutes, and the really top performers answer within 2 minutes. I set myself the goal of being in that top tier, so I go for the 2-minute response time. I want to give customers a very positive first experience, because that sets the tone for the entire relationship.”
This dedication to prompt, personalized service has paid dividends for Roger’s business, as he explains:
“Often, the feedback I get is ‘I’ve called other gardeners, and it took hours for someone to get back to me.’ But with me, they get that immediate response, and they know I’m interested, motivated, and want to help them.”
Richard has also instilled a customer-centric approach in the franchisees he mentors, emphasizing the importance of building strong relationships and understanding each client’s unique needs:
“I tell the guys, ‘Whatever you think you know about mowing a lawn, forget about it. Every client has a specific way they want their lawn mowed, and it’s your job to understand that.’ I had one client who didn’t want any scalping of the lawn, so I made sure to be extra careful during the summer to avoid damaging the grass.”
By prioritizing customer service and tailoring their approach to each client’s preferences, Richard and Roger have been able to build loyal customer bases and drive the growth of their respective businesses.
The Benefits of Franchising vs. Going Independent
When it comes to the lawn care industry, both Richard and Roger have seen the advantages of operating within the Jim’s Mowing franchise system, as opposed to going the independent route.
Richard highlights the support and resources available to Jim’s Mowing franchisees:
“The guy I mentored when I left the business was just blown away by the amount of help he received from the Jim’s Mowing network. We have regular meetings and gatherings where we can share knowledge and learn from each other. As an independent, you don’t have that same level of support and expertise to draw from.”
Roger echoes this sentiment, noting the challenges that independent operators often face in generating leads and establishing credibility:
“I had another guy who started as an independent, and he got something like 3 leads in 6 months. But when he joined Jim’s Mowing, he was getting more leads in his first week than he had in half a year as an independent. The brand recognition and reputation of Jim’s Mowing makes a huge difference.”
Additionally, Richard points out that Jim’s Mowing franchisees are often able to charge higher rates and maintain a stronger competitive position:
“I was speaking to a Jim’s Mowing franchisee the other day, and he said he’s the most expensive guy in his town. But there are independents charging less than half of what he does. It’s a much harder road as an independent.”
By leveraging the Jim’s Mowing brand, training, and support systems, franchisees are able to provide a higher level of service, command premium pricing, and ultimately build more sustainable and profitable businesses.
Advice for Aspiring Franchisees
For those considering a career in the lawn care industry, Richard and Roger have some valuable advice to share:
Embrace the Training and Support
“The training and support from Jim’s Mowing is invaluable. Don’t be afraid to lean on the resources and expertise available to you as a franchisee. It can make a huge difference in your ability to deliver exceptional service and grow your business.”
Prioritize Customer Service
“Focus on providing the best possible customer experience. Respond quickly, tailor your approach to each client’s needs, and build strong relationships. This will not only lead to loyal customers but also help you stand out from the competition.”
Develop a Business Mindset
“Treat your lawn care business as a true enterprise, not just a job. Invest in the right equipment, systems, and processes to ensure long-term sustainability and profitability. Don’t just pocket the money – reinvest in your business for future growth.”
Leverage the Power of the Brand
“The Jim’s Mowing brand carries a lot of weight with customers. Use this to your advantage by highlighting the credibility and trust that comes with being part of the network. This can help you win over new clients and solidify your position in the market.”
By embracing these principles and leveraging the support of the Jim’s Mowing franchise system, aspiring lawn care entrepreneurs can position themselves for long-term success in this dynamic industry.
The stories of Richard Furler and Roger Bennett illustrate the power of the Jim’s Mowing franchise model and the resilience required to navigate the challenges of the lawn care industry.
From leveraging the brand’s reputation to finding creative solutions to complex problems, these franchisees have demonstrated the keys to building a thriving, sustainable business.
Whether you’re a current Jim’s Mowing franchisee or considering joining the network, the insights shared in this blog post can serve as a valuable roadmap for success.
By prioritizing customer service, embracing training and support, and developing a strategic, business-minded approach, you too can unlock the full potential of the Jim’s Mowing brand and carve out a rewarding career in the lawn care industry.
To learn more about the Jim’s Mowing franchise opportunity, be sure to visit the Jim’s Group website or call 131 546 in Australia or 0800 454 654 in New Zealand.
You can also connect with the Jim’s Group team on Facebook, Instagram, YouTube, Twitter, LinkedIn, and TikTok.
Don’t forget to check out the Jim’s Podcast for more inspiring stories and insights from the world of franchising.