Relationships Built on Solid Foundations Will Last: Interview with Rob Palmer, President of Lawn Squad
I recently went one-on-one with Rob Palmer, President of Lawn Squad
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Rob: My career began over two decades ago in Ohio, a hub for professional lawn care. I was always passionate about home improvement services and with the lawn care industry being so strong in the Midwest, I naturally fell into the career path. Growing up in the Midwest gave me opportunities to learn from the best of the best. Early in my career, I dedicated myself to honing my skills and deepening my understanding of the industry. Through this dedication and help from some of the most innovative lawn care experts of the time, I learned the ins and outs of the industry and what it takes to run an impactful business. This prepared me to open my own lawn care company, WeedPro, in 2001. My goal was to keep innovation top-of-mind and utilize my experience to become a pioneer in the industry. It’s always a risk to go out on your own, but I was willing to give it everything I had, which at the time was nothing but a line of credit secured by a second mortgage on my house. We soon flourished in the Cleveland, Columbus, and Cincinnati markets, and after about 20 years, I became interested in national expansion. We caught the attention of Authority Brands, a leading home service portfolio company, and franchising became a clear way to make national growth a reality. In 2023 we were acquired and rebranded to Lawn Squad. Since then, as brand president and with the help of the parent company, we’ve grown our services, expanded, and still remain dedicated to our roots.
Adam: How did you come up with your business idea? What advice do you have for others on how to come up with great ideas?
Rob: After spending several years working for various lawn care companies, I felt I had gained the skills necessary to open my own business and fill a significant gap in the market. I took the time to build relationships within my community and learn to deliver high-quality, personalized service that I believed the industry needed. The state of Ohio is an incubator for innovative practices, technologies, and business models within the industry, which provided me with the ideal environment to test out new ideas. When starting out, I knew I wanted to offer something different, a service tailored to the specific needs of my community. So, I started focusing on building relationships with local homeowners and businesses, really getting to know their lawn care needs and the challenges they faced. This allowed me to create a service offering that was much more personal, with an emphasis on attention to detail and customer satisfaction.
I knew the jump into business ownership and becoming a brand president would not be easy, but I’d be able to have the freedom to explore new treatments and offer standout services to the area. For aspiring entrepreneurs with great business ideas, I believe it's important to understand your market. This means knowing the seasonal demands, customer preferences, and the level of competition in your area. You have to be able to spot the gaps where you can add value and differentiate yourself from others. It's also important to stay curious and open-minded, to constantly look for new ways to improve your operations, products, and services. Finally, don’t be afraid to take risks, but make sure you're doing so with enough knowledge and preparation to back up your decisions. No matter your relevant business experience or skillset, always do your research! Coming up with unique business ideas isn’t easy, but if you’re willing to put in the effort to understand the needs of your community and industry, you can help better position yourself.
Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea?
Rob: The 90’s marked a period of significant innovation and evolution in the lawn care industry, driven by advancements in technology, increased environmental awareness, and changing consumer demands. Throughout this decade I saw a transition from traditional lawn care methods to more tech-forward, efficient, and environmentally friendly practices. During this time, the demand for well-maintained residential and commercial lawns grew expeditiously. With these trends, I recognized the viability of the industry and saw an opportunity to invest in my own business. Throughout my career leading up to this, I was lucky to be surrounded by many experts and operate in the best location possible for the lawn care business. As a result, I felt confident in pursuing my business idea and becoming dedicated to creating a lawn care company that utilized these new technological advancements and drove the industry forward. Today, the US lawn care market is projected to grow at 5.20% annually, reaching $75.71 billion by 2029. People are continuing to invest in their homes and outdoor spaces, showcasing a sustained demand for services.
Looking back at my experience, if I were to give advice to aspiring entrepreneurs and franchise owners, it would be to learn all roles of a business and get as much hands-on experience as possible. If you understand the inner workings of a business, you can more easily lead a team and identify areas for improvement. I wore a lot of hats when I operated my independent business and now as part of a franchise, I see the benefits of having support to handle other business sectors like operations, administrative work, and marketing, some of which can sometimes fall to the wayside. Additionally, it’s important to recognize industry trends and have the resources to adapt to changes in the field. Through my experience working with industry experts, I learned the importance of analyzing markets and where the industry is growing to understand how a business will resonate with consumers. This mindset has helped me stay ahead of the competition. Franchising and operating under a strong parent company can also be a great help in providing the support and guidance needed to take your business to the next level. My company’s acquisition granted us valuable resources, including enhanced marketing strategies, cutting-edge technology, and operational support that I wouldn’t have had access to on my own. I recommend entrepreneurs keep these factors in mind as they start up their businesses.
Adam: What are the key steps you have taken to grow your business? What advice do you have for others on how to take their businesses to the next level?
Rob: For 20 years, my business had a strong impact on the Cleveland, Columbus, and Cincinnati markets, gaining the trust of communities in the region and becoming a standout option for those looking for quality and affordable lawn care. In 2023, when Authority Brands became interested in WeedPro, I knew my small start-up had grown to a brand with potential for national expansion. When this acquisition came along, it was a turning point for the business, and I knew the decision to join a franchising family and become a brand president was worth pursuing. Since then, we’ve rebranded and expanded our services to fertilization, weed control, aeration, seeding, and insect control for both residential and commercial properties in order to appeal to a broader crowd.
If you're looking to expand quickly yet sustainably, franchising can be a valuable tool, allowing you to grow while leveraging the support and infrastructure of a larger network. Additionally, this can create recurring revenue streams, which may better position franchise owners for more predictable income year-round. Taking your business to the next level requires a mix of strategy, persistence, and a focus on what truly sets you apart. When growing a business, I think it’s important to retain a unique or personal touch to the brand and remember to stay dedicated to core values. Always be both bold and smart with your decisions! Without franchising and the resources provided by Authority Brands, my company would not be at the same level today.
Adam: What are your best sales and marketing tips?
Rob: Stay ahead of the curve when it comes to technology. Aspiring entrepreneurs open to embracing new tools can hit the ground running, helping to build up their brand awareness, drive efficiency, and increase customer satisfaction for their business. Many businesses – especially those that scale or franchise – may provide their teams with a wealth of resources, including marketing insights, technology advancements, and operational support. By tapping into these resources, aspiring entrepreneurs and their teams can continue innovating and refining their strategies. Whether it’s access to a trusted business model, digital marketing best practices, or advanced analytics tools, these resources give businesses the ability to stay nimble and adapt to changing customer needs and market trends. Overall, the key to success in sales and marketing is to embrace innovation, use technology to your advantage, and prioritize customer satisfaction. By doing so, you can create a strong, adaptable business that thrives in a rapidly changing marketplace.
Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?
Rob: I believe leaders should always keep an innovative outlook and adapt to any changes that may come their way. I like to lead with a hands-on approach, which stems from my years of experience working in the field. I think it is helpful to have a full understanding of the skills needed for tasks at every level of a business and that is one of the benefits of growing within an industry. For entrepreneurs looking to take their leadership skills to the next level, I recommend getting as much experience as possible and finding passionate mentors that can help guide the path you want to follow.
Adam: What is your best advice on building, leading, and managing teams?
Rob: One of my biggest pieces of advice is to be heavily involved in the onboarding and operations processes. This is the team’s first impression of you as a leader and it is also a way for you to get to know your team members individually, as well as adequately prepare them for the job and identify room for improvement. As a leader, it’s also vital to keep educating and growing your team. For instance, at Lawn Squad, we equip our owners and technicians with comprehensive training from day one, including classroom and in-person instruction, marketing, sales, and safety protocols. By other entrepreneurs implementing similar practices, this can help better position their teams to learn the ropes quickly. Leading in this manner and demonstrating the values you expect from your team can cultivate a workplace where people feel valued and supported. Building and managing a passionate team is about trust, communication, and creating an environment where everyone is driven and motivated.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Rob: I’ve had the privilege of working with a variety of entrepreneurs over the years and have seen firsthand what it takes to grow, not just in business, but how to make a meaningful impact. My top three tips for business owners looking to lead with purpose are:
Focus on building relationships, not just transactions: Whether you’re leading a business or a community initiative, building strong, genuine relationships is key. In the lawn care industry, this means understanding your clients, listening to their needs, and offering solutions that truly make a difference in their lives. It’s also about developing trust with your customers, team members, and partners. It's vital to connect with your community, and I believe people are more likely to support businesses and initiatives they feel connected to. Genuine relationships create loyalty and long-term growth, far beyond just making a sale or achieving a short-term goal.
Adapt and innovate: The business world is constantly changing, and it’s crucial to stay adaptable. In the lawn care industry, we’ve seen technological advances transforming how we care for lawns – from automated systems to data-driven applications, but this applies to any sector. Entrepreneurs must always be looking for new ideas, processes, and solutions to evolve with the times.
Lead with a vision for the future: Having a strong understanding of their industry can be imperative for developing a clear vision and plan for growth. Leadership that values innovation and being at the forefront of technological advancements can foster respect, engagement, and collaboration within their teams.
Adam: What is the single best piece of advice you have ever received?
Rob: The best advice I was ever given in business is to remain genuine and authentic. Opportunities come and go, but relationships built on solid foundations will last. The ROI in that alone is worth more than anything!
Adam Mendler is an entrepreneur, writer, speaker, educator, and nationally recognized authority on leadership. Adam is the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one-on-one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal-winning athletes, political and military leaders - for intimate half-hour conversations each week. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities, and non-profit organizations. Adam has written extensively on leadership and related topics, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. Adam teaches graduate-level courses on leadership at UCLA and is an advisor to numerous companies and leaders. A Los Angeles native, Adam is a lifelong Angels fan and an avid backgammon player.
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