Direct Mail for Landscaping Companies: A Simple Postcard Playbook
Landscaping is visual, local, and recurring — which makes it one of the best categories for postcards. The goal is to become the “default” company homeowners remember when they want their yard to look better (or stop feeling like a chore).
Summary
Best use-case: build neighborhood presence and win recurring maintenance clients.
Fastest win: a new customer special or free estimate with a simple CTA.
Simple rule: lead with one service + one offer + one easy way to book.
Why direct mail works for landscaping
Landscaping decisions are often triggered by: - the season changing - a neighbor’s yard looking great - HOA pressure - events (graduations, parties, visitors) - moving in/out or listing a home
A postcard works because it’s: - local (neighbors want local pros) - visual (photos build trust) - repeatable (mail the same area consistently)
Tip: If you can’t choose one message, start with “weekly/biweekly lawn care” or “seasonal cleanup” — broad and easy to understand.
The 4 best postcard campaign types
| Campaign type | Best for | What to say |
|---|---|---|
| New season kickoff | Spring / fall demand spikes | “Spots open this month” + cleanup offer |
| Recurring maintenance | Consistent cashflow | “Weekly/biweekly lawn care” + new customer offer |
| One-time project | Higher ticket jobs | “Mulch, planting, beds, sod” + free estimate |
| Neighborhood presence | Farming an area | “We’re working nearby” + simple CTA |
Offers that convert for landscapers
| Offer | Best for | Notes |
|---|---|---|
| Free estimate | Projects (beds, sod, design) | Simple, expected, low-risk. |
| New customer special | Maintenance | Great for trying you once. |
| First mow / first month discount | Recurring plans | Make the trial easy to say yes to. |
| Free add-on (edging, haul-away, shrub trim) | Protecting margin | Often stronger than % off. |
| Seasonal cleanup special | Spring/fall | Ties to timing and urgency. |
Tip: Value-adds (“free edging with first service”) often beat discounts because they feel big and keep pricing strong.
Side-by-side: which offer to use when
| Situation | Best offer style | Example |
|---|---|---|
| You want recurring clients | Trial offer | “$25 off first mow” / “10% off first month” |
| You want bigger projects | Free estimate | “Free landscape consult + quote” |
| You’re competing on quality | Value-add | “Free edging with first service” |
| You’re seasonal | Deadline offer | “Spring cleanup special ends [date]” |
| You’re already working nearby | Proximity proof | “Now servicing your neighborhood” |
Who to target
EDDM (broad neighborhood coverage)
Great for: - lawn care - seasonal cleanup - general landscaping services
Targeted lists (more efficient)
Great if you want: - homeowner-only - higher-value homes (premium services) - larger lots / suburban neighborhoods (more yard space)
Cluster around past customers
If you can, focus around: - existing client neighborhoods - recent completed projects (before/after proof)
High-converting angle: “We’re working nearby — want a quote?”
What to put on the postcard
Front side: simple + visual
Front side should be understood instantly.
- Headline: one service + one benefit
- One great photo (before/after if you have it)
- One trust signal (local, reviews, years)
- One CTA (call/text/QR)
Headline examples: - “A yard you’ll be proud of — without the weekend work.” - “Spring cleanup + mulch — now scheduling.” - “Weekly lawn care spots open in your neighborhood.” - “Fresh mulch, clean edges, great curb appeal.”
Reverse side: the highest-converting structure
Use this structure: - Offer headline - 4–6 bullets (services or package inclusions) - One proof line (reviews, guarantee, years) - One CTA repeated (call/text/QR)
Keep your services list focused
Pick your top services instead of listing everything.
- Lawn mowing (weekly/biweekly)
- Spring / fall cleanup
- Mulch + edging
- Shrub trimming
- Planting / beds
- Sod / reseeding
- Irrigation checks (if offered)
Tip: If your postcard feels “busy,” response drops. One primary service wins.
Copy templates you can paste
Template: Recurring lawn care
New Customer Special
Reliable weekly/biweekly lawn care with clean edges and consistent results.
- Mowing + trimming
- Edging & blow-off
- Easy scheduling
Save $25 on your first service
Call/Text: (XXX) XXX-XXXX • Code LAWN25
Template: Spring cleanup + mulch (seasonal)
Spring Cleanup + Mulch Special
Get your yard ready for the season — fast scheduling available.
- Leaf/debris cleanup
- Bed refresh + mulch install
- Haul-away included (if true)
Book by [DATE] • Call/Text: (XXX) XXX-XXXX • Code SPRING
Template: Landscape projects (estimate-driven)
Free Landscape Estimate
Ready to upgrade your curb appeal? We’ll walk the property and provide a clear quote.
- Planting & beds
- Sod / reseeding
- Shrub shaping & trim
Request a quote: Call/Text (XXX) XXX-XXXX • Code QUOTE
Campaign cadence that works
| Goal | Recommended cadence | Notes |
|---|---|---|
| Build recognition in one neighborhood | Every 3–4 weeks | Repetition compounds over time. |
| Seasonal spike (spring/fall) | 2 drops in 2–4 weeks | Captures timing + reminder effect. |
| Launch recurring maintenance | Monthly | Stay top-of-mind until they act. |
Most landscapers under-mail. Consistency is what turns a neighborhood into steady leads.
Follow-up plan (turn responses into booked work)
- Answer calls/texts quickly (same day if possible)
- Ask 2–3 quick questions (address, service needed, timing)
- Schedule an estimate (projects) or first service (maintenance)
- Confirm and show up on time
- Ask for a review after a great first job
If you can only improve one thing: speed + professionalism on the first interaction.
Tracking (simple, effective)
| Tracking method | Best for | Example |
|---|---|---|
| Offer code | Simple attribution | “Mention LAWN25” |
| Dedicated phone number | Call tracking | One number per campaign |
| QR code | Mobile booking | “Scan to request a quote” |
| Short URL | Easy typing | yourbiz.com/lawn |
Common mistakes (and quick fixes)
| Mistake | Fix |
|---|---|
| Too many services listed | Pick one primary offer and keep it focused. |
| Weak photos | Use bright, clean before/after images. |
| No urgency | Add a deadline or seasonal timing. |
| No trust signals | Add reviews, years, or “local” proof. |
| One-and-done mailing | Plan 3–6 touches to build recognition. |
Final recommendation
Start simple:
- Pick one neighborhood you can serve well
- Lead with one service: lawn care or seasonal cleanup
- Use one offer: new customer special or free estimate
- Mail 3 times (every 3–4 weeks) to build recognition
Tell us your city/state and your focus (maintenance vs projects), and we’ll suggest a winning offer + postcard wording for your market.