The Anti-Quote Strategy: How a Landscaping Company Increased Qualified Leads 125% in 90 Days...by eliminating “Quote” shoppers
I recently helped a landscaping company, in Chattanooga, TN, improve its lead quality and close rate, but I can’t share their name because I operate under NDAs. I treat every client’s strategy, numbers, and competitive edge like protected assets. Confidentiality is non-negotiable.
So for this case study, I’ll call them “Big Green.” You’ll get the play-by-play, without any identifying details.
Big Green was already getting leads from Facebook groups and paid ads.
The problem wasn’t traffic.
The problem was what the leads were trained to say:
- “I just need a quote.”
- “We’re comparing 3–5 bids.”
- “What’s your price per mow?”
Translation: they weren’t shopping for a pro… they were shopping for a number.
Here’s what it looked like before we touched anything:
- Ad spend: ~$900/month (I kept it the same)
- Leads: ~8/month
- Qualified rate: ~40%
- Close rate (estimates): ~22%
- Biggest leak: site visits for people who were never going to buy
Big Green thought, “We need more leads.”
But more leads would’ve made the problem worse. Their messaging and estimate process were doing something most owners don’t realize…
They were training prospects to treat them like a commodity.
So I coached them through my Hero Blueprint, a simple framework that positions the customer as the hero and the business as the guide.
In plain English: it helps your marketing stop sounding like “we do landscaping”…
and start sounding like a clear path to a clear outcome, with a clear next step.
The “swipeable” fixes that made the biggest difference. If you run a service business, you’ll want to steal these:
- The 12-word line that repels bid-collectors without sounding rude
- The one Facebook post format that pulled higher-intent leads than their ad creative
- The small “quote request” change that increased commitment before the site visit
- The two-question call script that exposes price shoppers in under 60 seconds
- The “choice menu” that raised average job size without pushing
Here’s how it played out.
#1) We Profiled the Hero (and stopped trying to be for everyone)
First, we got brutally honest about who they serve best.
Not: “anyone who needs landscaping.”
Yes: homeowners who value curb appeal and want it handled without a hassle.
Because marketing works like a magnet .If you don’t define what it attracts, it attracts everything, including bargain hunters.
So we replaced their commodity language:
Before: “Free estimates. Great prices.”
After: “For homeowners who want it done right, and kept right, without the hassle.”
Then we added a simple qualifier to ads and posts:
- “If you’re collecting bids, we may not be the cheapest. If you want a plan and a pro who shows up, you’ll love this.”
That one shift alone reduced the “just send me a quote” crowd.
#2) We Defined the Outcome (so they stopped getting compared to “a guy with a mower”)
Most landscapers sell services.
Big Green started selling the result.
Instead of listing mulch, edging, cleanups (services)… we translated the real win:
- “Pull into your driveway and feel proud.”
- “No more ‘I’ll get to it later’ guilt.”
- “A yard that looks maintained even when life gets busy.”
Then we anchored it with one simple promise:
“A clean, sharp, always-ready property, without the headache and hassle.”
People don’t buy landscaping.
They buy certainty and relief.
#3) We Mapped the Journey (and fixed the silent conversion killer)
This was the hidden problem: their “Free Estimate” process was perfect for tire-kickers… and expensive for the business.
Here was the old path:
Before: lead → slow reply → “sure we can quote it” → site visit → ghosted
So we tightened it:
After: lead → fast confirmation → micro-commitment → site visit → same-day quote → clear next step
We also changed the CTA (Call To Action):
Before: “Request a Free Estimate”
After: “Get a 15-Minute Yard Plan + Quote (Free)”
Same offer. Different frame.
Then we added one lightweight gate (not annoying, just clarifying):
- “What outcome do you want most, a clean-up, ongoing maintenance, or a full upgrade?”
Here’s why that works:
- Price shoppers hate clarity (it forces decisions)
- Real buyers love clarity (it feels professional)
#4) We Handled Objections Up Front (so prospects stopped disappearing)
Most landscaping prospects don’t argue... They vanish.
So we answered the real questions before they asked:
- What’s included (and what isn’t)
- Timeline expectations (especially in peak season)
- What “professional-grade” actually means
- Why they aren’t the cheapest, and what you get instead
Then we improved their calls with a small NEPQ-style shift.
Two questions changed everything:
“When you say ‘just a quote,’ what are you trying to avoid: wasting money, wasting time, or getting burned again?”
“If we made this simple and kept it looking right all season, what would that change for you week to week?”
That move pulls the conversation out of price…and into priority.
#5) We Made “Yes” Easy (without turning the quote into a negotiation)
Instead of one big quote that felt like haggling, we gave people a clean menu:
- Reset Package: one-time clean-up + refresh
- Curb Appeal Plan: monthly maintenance
- Property Upgrade: design/install
Options reduce hesitation. And when the value is clear, options raise the average ticket naturally.
Results (90 Days)
Same lead sources (Facebook groups + paid ads). Same ad spend.
Here’s what changed:
- Qualified leads: ~8/month → 18/month (+125%)
- Qualified rate: ~40% → 65%
- Estimate close rate: ~22% → 38%
- Average job value: ~$1,850 → $2,350 (+27%)
- Quote speed: ~3 days → same-day on most jobs
The owner said: “It’s like we stopped auditioning. The people who reach out now already get it.”
The Takeaway
This wasn’t magic... It was alignment.
When your message filters the wrong people out, pulls the right people in, and gives them a clear path to say yes… Your marketing starts producing qualified demand, not noise. That’s what the Hero Blueprint is built to do.
⬇️ If you’re tired of “quote” shoppers and want better leads + higher closes, book my FREE 15-Minute Chaos-to-Clarity Strategy Huddle. ⬇️
Your FREE 15-Minute Chaos-to-Clarity Strategy Huddle
STEP #1 - BOOK YOUR FREE HUDDLE
Benefit: Immediately spot your #1 roadblock (sales, marketing, or operations) in 15 minutes, risk-free.
STEP #2 - GET YOUR CUSTOM ACTION PLAN
Benefit: Walk away with a clear 3-step action plan of what script to use, what metric to track, and what system to install first.
STEP #3 - ACHIEVE PREDICTABLE PROFIT
Benefit: Implement the systematic framework to gain predictable revenue, end chaos, and finally win your time back.
The Transformation: From Trapped Owner to Free Leader.
We help home service owners stop running chaos and achieve predictable profitability and true time freedom. You will move from being confused and ill-equipped to being a competent and confident leader who knows how to scale without sacrificing their personal life.
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