Brand recognition is incredibly important for lawn care and landscaping businesses. To get a steady stream of new customers, your local community needs to know your name and be reminded of your services on a regular basis.
One of the most effective ways for lawn care companies and landscapers to target their ideal customers and get them on board is with a strategic direct mail campaign! Direct mail marketing works for landscaping companies because it can be targeted to a specific audience and used to consistently build brand recognition overtime. While your competitors wait for prospects to seek them out, you could be ingraining your message in their minds by bringing your marketing right to their doorstep!
The first step is to build a mailing list that targets not whole areas, but specific neighborhoods that would be interested in the services you are advertising. Below are some tips to get you started on an effective mailing list:
- Start by eliminating all apartment buildings and businesses, unless your goal is to get commercial landscaping customers.
- If you are offering expensive services like intricate hardscapes, patio installations, fountains, etc. you should only be mailing to high-income homes.
- If you’re offering basic mowing services, lower-to-middle income homes should be targeted.
- The best thing is to mail to neighborhoods where you’ve already done or are currently doing work, because nothing motivates a homeowner to hire a landscaper like seeing their neighbor get set up with a beautiful lawn.
There are several formats of direct mail that can be effectively utilized by landscapers to market their services. The most common examples are:
Postcards
Jumbo-sized postcards work best because they stand out in the mailbox and always get read. They also have enough space for you to display photos of your work and prominently advertise an enticing offer. Get your phones ringing off the hook with offers like “Call to schedule a free consultation”, “New customers get your first mow for half price” or “Schedule your first mow and get fertilizing for free”.
Letters
Letters get opened because they appear to be personal and not automatically identified as junk-mail. Hand addressing and putting stamps on letters can be time-consuming, but it’s worth the effort because it adds a personal touch. Use your letter to introduce yourself, tell the story of your business, and outline the services you offer.
Door Hangers
Door hangers are great for when you’re on the job and you want to make sure the neighbors of your customer know who to call if they want similar services. There’s no way they will be overlooked if you place them right on your potential customer’s front door handle!
What to Include in Your Lawn Care and Landscaping Mailer
Once you’ve picked the right neighborhoods and format, what goes on your mailer matters just as much. If your goal is to get more lawn care and landscaping customers, your message needs to be sharp, visual, and easy to act on.
Here’s what to include:
- A strong offer. Think: “First mow 50% off” or “Free landscape consultation.” Keep it simple, make it clear, and add a deadline to drive action.
- Photos of your real work. Before-and-after shots are powerful—especially if they’re from nearby jobs. Don’t rely on stock images. Show what you actually do.
- Clear contact info. Phone number, website, and even a QR code. Make it impossible to miss.
- Key services at a glance. Highlight what matters to your audience—mowing, seasonal cleanups, design/build projects, hardscaping, irrigation.
A quick line of social proof. A 5-star review, a local testimonial, or even just your Google rating adds credibility fast.
Pro tip: Use the homeowner’s name if possible. Personalized mail almost always performs better—and makes your business feel local.
FAQ: How to Get Lawn Care and Landscaping Customers Consistently
What is the best way to advertise a landscaping business locally?
Direct mail is one of the most effective ways to reach local homeowners. When paired with a strong offer and professional visuals, it drives real response.
Does direct mail actually work for lawn care companies?
Yes—especially when it’s targeted. Mailing to the right neighborhoods with personalized, well-designed postcards or letters can generate steady leads and repeat business.
How often should I send mailers to get new landscaping clients?
Consistency matters. Aim to mail every 4–6 weeks during peak seasons. Repetition helps your brand stay top-of-mind when homeowners are ready to act.
What makes a good landscaping postcard offer?
Simple, time-limited offers work best—like “First mow 50% off” or “Free consultation with quote.” Add real photos and your contact info in bold.
Is direct mail better than digital ads for lawn services?
It depends on your audience—but for hyper-local targeting and physical presence, direct mail often performs better than digital, especially in suburban areas.
