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Fractional CMO for Landscaping

The fractional CMO for landscaping companies.

I embed in your landscaping business as your marketing leader, own SEO, paid, LSAs, Google Business Profile, attribution, and intake, and stay accountable to one number: recurring maintenance contracts, design/build projects, and revenue.

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The role

What does it mean to be a fractional CMO for landscaping companies?

As your fractional CMO, I'm the senior marketing leader your landscaping company gets without paying $200K+ for a full-time hire. I set the growth strategy, lead the vendors and CSRs who touch marketing, and own the result the way a full-time CMO would. The difference is that I'm not just advising from the sidelines, I'm in the account doing the work and reporting on it.

The first thing I build is real attribution. I set up call tracking with CallRail or CallTrackingMetrics and connect it to your CRM, whether that's Jobber, ServiceTitan, LMN, Aspire, or something else, so we can see which leads actually turn into recurring maintenance contracts and high-ticket design/build projects. That tells me where to scale spend and where to cut it, instead of guessing from lead counts. For landscaping specifically, I market to the real economics: the lifetime value lives in recurring maintenance contracts, and one-time cleanups and design/build projects are the doorway onto them. So I use the project and one-time work to win the relationship, then convert those customers onto a recurring program.

The role is strategic, not just tactical. I run competitive and market analysis to understand what other landscaping companies in your markets are doing, then use that to inform your strategy and your business direction from a marketing lens: where to push, which markets to enter, and how to position. And I stay close. I'm in your inbox most days, send a weekly performance report, and keep you current on exactly what got done and what's next. Most landscaping owners get strategy from a consultant, execution from an agency, and accountability from no one. I bring all of that into one person who owns the number.

Why work with me

Senior marketing leadership and hands-on execution for landscaping operators who need a CMO but aren't ready to hire one full-time.

  • I've actually run landscaping growth.

    10 years embedded in home services across landscaping, lawn care, pest, plumbing, HVAC, electrical, and roofing. I'm not a generalist consultant learning your industry on your dime.

  • I scale revenue, not vanity metrics.

    I've generated $100M+ in revenue and 2M+ leads. I measure CAC, LTV, and signed contracts, not impressions or click-through rates.

  • I work directly on your account.

    No account managers, no handoffs, no junior team running your strategy. You get me on every call, owning the outcome.

  • I make the attribution real.

    I wire up CallRail and CallTrackingMetrics and connect them to your CRM so we know exactly which leads turn into recurring maintenance contracts and high-ticket design/build projects, then scale the spend that's actually working.

How I work with landscaping companies

Every engagement follows the same arc: understand the market and your business first, then build a plan tied to revenue, then execute and report.

  1. 01

    Audit the market

    I start by auditing your market with tools most operators don't have access to, so I can see who's winning, who's losing, and why. That tells us where the real opportunity is before we spend a dollar.

  2. 02

    Deep-dive your business

    Then I dig into your own execution and learn the business: what you've tried, what's worked, what hasn't, and where your maintenance contracts, design/build projects, and revenue are actually coming from today. No generic playbook gets applied until I understand your numbers.

  3. 03

    Build the proposal and plan

    I build a plan to hit and exceed your revenue goals, with clear milestones, realistic timelines, and a budget mapped to the goal. You know what we're doing, when, and what it should return before we start.

  4. 04

    Dial in positioning and differentiation

    Part of onboarding is getting your positioning right. Most landscaping companies go to market like everyone else, so they get commoditized and forced to compete on the cheapest mowing price. I tease out what you actually do that no one else does (your design/build craft, your reliability, your route discipline) and make that the center of your message.

  5. 05

    Rebuild the website and landing pages

    We typically rebuild or significantly improve the website and paid landing pages using conversion-optimization best practices, then A/B and split-URL test with tools like Visual Website Optimizer to keep lifting conversion rate over time.

  6. 06

    Build streamlined lead-gen systems

    I track every marketing channel with CallRail tracking numbers and listen to call transcripts to see how your office is booking estimates and whether they're selling the recurring maintenance program, not just the one-time job. Then I report spend, CPL, CAC, and ROAS by channel every week or two, so we always know where to put dollars to scale.

How I approach marketing a landscaping company

This is the same playbook I've used to scale home services brands to $100M+ in revenue, applied to how landscaping actually grows.

01

I market to the lifetime value of a maintenance contract, not the one-time job

Recurring maintenance contracts (weekly and bi-weekly mowing, fertilization programs, seasonal cleanups) are the LTV engine and the real value in this business. So I market to the full economics: use one-time cleanups and high-ticket design/build projects as the doorway, then convert those customers onto a recurring program. I'd rather pay more for a lead that becomes a multi-year maintenance contract than chase the cheapest one-time mow that never comes back.

02

I make attribution real before I scale anything

I set up CallRail or CallTrackingMetrics so every call and form is tracked back to its channel, then connect that data to your CRM, whether it's Jobber, ServiceTitan, LMN, or Aspire. In landscaping that matters even more, because a one-time cleanup lead, a recurring maintenance contract, and a $30k hardscape design/build lead are worth completely different amounts. Once I know what each turns into, I scale the spend that produces recurring contracts and high-ticket projects and cut what just produces cheap, one-off work.

03

I plan around landscaping seasonality instead of fighting it

Demand swings hard with the calendar: a spring rush of cleanups, mulch, and new contracts, steady summer mowing and maintenance, fall cleanup and leaf removal, then a slow winter (or snow removal where the market supports it). I load up recurring maintenance contracts in the spring when intent peaks, capture the seasonal cleanup and project demand, and keep spend efficient and the crews booked through the slow months.

04

I own local search and the Map Pack

Most landscaping searches are 'landscaping near me', 'lawn care service', and 'lawn mowing service' plus high-ticket intent like 'landscape design', 'patio installation', and 'retaining wall contractor'. I tighten your Google Business Profile, build service and city pages for both the recurring maintenance intent and the high-ticket design/build intent, and push review velocity plus portfolio photos so you win the Map Pack and convert the considered projects.

05

I run LSAs and Google Ads on contract value, structured by intent

A recurring maintenance program, a one-time cleanup, and a $30k hardscape build need different bids, different pages, and different proof. I structure Local Services Ads, search, and paid social by intent, route high-ticket design/build demand to pages built to convert it (with photos and portfolio front and center), and send the revenue data from your CRM back to Google so it optimizes toward recurring contracts and profitable projects, not cheap one-off clicks.

06

I study your competitors and your market, not just your funnel

I track what the other landscaping companies in your markets are doing across SEO, paid, reviews, portfolios, and pricing, and fold that into the strategy. Marketing is a lens on the whole business, so I bring you the competitive picture and help you decide where to push, which markets to grow, and how to position against the national lawn care franchises and the PE-backed consolidators as well as the local crews.

07

I fix intake so demand turns into signed contracts and dense routes

Speed-to-lead, booking the estimate fast, selling the recurring program instead of just the one-time job, and missed-call text-back. In landscaping, the difference between a one-time mow and a multi-year contract, and whether new customers cluster into efficient routes that protect your margin, is almost always intake and process, not more spend. It's usually the fastest win in the first 60 days.

Fractional CMO vs. agency for a landscaping company

An agency rents you a channel. As your fractional CMO, I own your growth. Here's the difference where it matters for landscaping.

Incentive
Gets paid to spend your budget and keep the retainer. Wins are measured in rankings, impressions, and leads.
I get paid to grow recurring maintenance contracts, project revenue, and signed jobs. One number, tied to your CRM.
Attribution
Reports leads and clicks from the ad platform, with no line back to revenue.
I connect CallRail and your CRM (Jobber, ServiceTitan, LMN, Aspire) so we know which leads become recurring contracts and where to scale.
Landscaping expertise
Runs the same playbook for a dentist and a roofer. Optimizes for cheap one-time mowing leads, not recurring contracts.
I know landscaping economics: recurring maintenance contracts are the LTV engine, design/build and one-time work feed them, seasonality drives the calendar, and route density protects margin.
Scope
Owns one channel like SEO or PPC. No one owns the full funnel or the intake.
I own the whole marketing function: strategy, channels, offer, intake, attribution, and the vendors plugged in.
Strategy
Executes tactics in their lane. Rarely looks at competitors or business direction.
I run competitive and market analysis and help inform where the business should go from a marketing lens.
Communication
A monthly report and a quarterly check-in.
I'm in your inbox most days, with a weekly performance report and a clear summary of what got done.
Cost
Retainer plus media, with results that are hard to tie to revenue.
A fraction of a $200K+ full-time CMO, embedded in your stack and accountable to revenue.

Ready to grow your landscaping company?

Start with a free 30-minute call. Where you are now, where you want to go, and whether a fractional CMO is the right fit.