The Story
A tree company in the Midwest keeps somewhere between 10,000 and 11,000 email addresses in Jobber. Every customer they've done work for is on that list, along with everyone who ever asked them for a bid.
They also run commercial snow removal, and plenty of the people on that list had no reason to know it. One email went out to all of them. It thanked them for their business, said plainly that the company does commercial snow removal, and asked one thing: if you're a property manager, or you know somebody who is, get in touch.
By their count, nearly $230,000 of work came from that email.
Some of what came back had nothing to do with snow. People replied to say the email had reminded them their trees needed trimming.
About 45% of the list opened it, and clicks were low. The work came from people who already knew the name, read a few lines of text, and answered.
In September I wrote that referrals are a fine engine with a poor rudder. They bring you whoever your last customer happens to know, and your customers' neighbors won't send you commercial accounts on their own. This email is what steering looks like. The company named the work it wanted and who should call about it, so nobody on that list had to guess.
The Tip of the Week
Write one sentence your customers can repeat, then send it to everyone who already knows your name.
Customers who say they'll keep you in mind usually mean it. When a neighbor mentions a tree problem months later, though, the most they can say is that they used a guy and he was good. One sentence fixes that. The first half says who you help and with what. The second half says when to think of you. The company above did it in a line: “we do commercial snow removal, and if you're a property manager or know one, call us.”
Action Steps:
Pick the one service most of your list doesn't know you offer, ideally the work you want more of: commercial accounts, plant health care, crane removals, snow (takes about 10 minutes)
Write your sentence: who you help with that service, and when someone should think of you. Read it out loud. If a customer couldn't repeat it to a neighbor over the fence, shorten it (takes maybe 15 minutes)
Pull every past customer and every quoted job that didn't book out of your job software into one list (takes about 30 minutes)
Write a short, plain email. Thank them for their business, give them the sentence, and make one ask. Send it through an email tool that handles unsubscribes. This company used the email campaigns built into Jobber (takes about 20 minutes)
Before it goes out, have the office set up a simple log: every reply and call that mentions the email for the next 60 days, and the job value when one books. That way you'll know exactly what the email brought in. Don't judge it by clicks. This company's were low, and the work came anyway (takes about 10 minutes to set up)
Bottom Line
Your job software is full of people who liked your work. Most of them know your name and the one job you did for them, and not much else. Tell them the rest, and tell them who should call. A few will remember a job of their own while they're reading.
Write your sentence and reply with it before you send anything. I'll read it and tell you whether a neighbor could repeat it or if there’s something I would adjust.
Here's to a list of customers that knows what you do!
- Jacob Hastings
Whenever you're ready, here's how we can help:
The AI-Proof Tree Service Playbook. Your Google profile, site, and reviews sorted in an afternoon. Get the Playbook
See if AI knows you exist. Homeowners now ask AI who to call before they search. Reply "AI" and we'll run your company through the major AI engines, share your report and how to improve your visibility.
Come on the show. We interview tree service owners on my podcast Stumped Again. Grab a spot
Go after the commercial money. See what public and commercial contracts are open in your area. Reply "commercial", share your business name and target location, and we'll show you what's available in your market.
Let us handle it. Rather have our team help? Let's discuss your tree service marketing
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The Backcut
