Top 5 Level Up Stories for 2020 - The Edge from the National Association of Landscape Professionals

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Top 5 Level Up Stories for 2020

The new Level Up series is a collection of articles that share the successful strategies that help landscape and lawn care companies get to the next level. Check some out of the most popular stories in this series so far.

Click on each company’s name to read the full Level Up article.

Photo: Hidden Creek Landscaping Inc.

1. Hidden Creek Landscaping Inc.: Based in Hilliard, Ohio, Hidden Creek was founded in 1998. The company has a goal of $13.5 million in revenue and earned $12.5 million last year. The company provides design/build, maintenance and snow services.

The company says marketing/branding, reinvestment into equipment and better staffing are the main elements for their growth. CEO Jason Cromley encourages companies to develop a strategic plan and decide what you want to achieve with your business. He says networking has been the biggest benefit of being an NALP member.

Photo: StayGreen Lawn Services (Now known as MissionGreen Services)

2. StayGreen Lawn Services: Now rebranded as MissionGreen Services, this Chicopee, Massachusetts-based company has only been in business for two years but has already reached an annual revenue of $1.3 million. The company is striving to reach the $15 to $20 million mark. Owner Mark Kelbacher says his keys to growth include experience and leadership, effective and diverse marketing strategies and a company culture focused on exceptional service and results.

The company focuses on lawn care and exterior pest control. Kelbacher has grown his staff by always recruiting, whether he is fully staffed or not. “I try to stay in front of them for as long as I can, and I’m honest and I’m upfront and say, ‘Hey we’re fully staffed at this point, but that can change in a month.’ So, I try to build a bench,” Kelbacher says.

Photo: Green Lawn Fertilizing

3. Green Lawn Fertilizing: This company has the goal of being the leader in the lawn and pest industry through superior customer service. Based in West Chester, Pennsylvania, Green Lawn Fertilizing has been growing rapidly. They reached 22.7 percent growth in 2019 with $12.7 million in revenue and 2020 is on track to grow by 21.4 percent.

The top three elements that have contributed to the company’s continuous growth are their people, their marketing/data tracking and their leadership team. John Guth, LIC, vice president of lawn operations, says NALP training opportunities like the Leadership Academy and the Trailblazer program have helped as well.

Photo: Valley Landscaping

4. Valley Landscaping: Based in Christiansburg, Virginia, Valley Landscaping started in 1991 and is now looking to open their fourth branch location. Valley Landscaping’s current five-year goal is to reach the $20 million-dollar mark, doubling their current size. Valley Landscaping credits their growth to their company culture, customer service and employee retention. Brandon Walters, an account manager for the company, says NALP’s resources have helped the company as well.

“Being a member of NALP put us on the next level,” Walters says. “It opened so many doors for us and has resources that have helped us excel as a unit. The connections, networking events, and resources at your disposal are unmatched compared to other industries. It’s worth the investment!”

Photo: ASI Landscape Management

5. ASI Landscape Management: ASI Landscape Management has a five-year goal of reaching $25 million in revenue and is currently at $13 million. This company was founded in 1993 and is based in Tampa, Florida. President and CEO Joe Chiellini credits strategic planning to his company’s success. ASI also has a board of advisors who help bring in different ideas from different industries.

Chiellini says he takes some of his employees to events like LANDSCAPES to show them there is a career in the landscape industry. “I think so many times, especially during the summer, our team members can feel like lawn jockeys, for lack of a better term,” Chiellini says. “And when they go to such a professional event like NALP puts on, they understand that this industry is bigger than Tampa, Florida, mowing a property or installing an irrigation system or doing some more arbor care work.”

Do you want to share your company’s success story? Contact Jill Odom to be considered for a future Level Up feature.

Jill Odom

Jill Odom is the senior content manager for NALP.