The Green Dream Landscaping Show

Turf's Up Radio
  • 5.0 (13)
  • MARKETING
  • UPDATED DAILY

My name is Luke Truetken and welcome to the Green Dream Show. I have spent the past 10+ years learning all the do's and don'ts of the green industry and I am here to share my knowledge with you. We will talk about all the things you need to know to grow your lawn and landscape business. More specifically we will talk in-depth about internet marketing, branding, sales, hiring, and recruiting.

  1. 12/26/2025

    Why You’re Not Closing Deals (And How to Fix It in 2026)

    Struggling to win bids, getting undercut, or hearing “we’re going with someone cheaper”? This episode breaks down the real reason you’re not closing deals—and it’s not your price. Luke sits down with former landscape contractor turned performance and sales coach Andrew Litsky to unpack: Why emailing estimates kills your close rateHow to talk price and budget without scaring prospects offThe simple shifts that separate premium contractors from “the cheap guy.”How confidence and self-trust directly impact your sales resultsWhat to say when a customer says, “We’re getting other quotes.”A proven process that closes jobs at premium pricing This episode is perfect for lawn, landscape, and home-service contractors who want to close more jobs without discounting. You’ll walk away with practical scripts, mindset shifts, and a sales process you can use on your very next appointment. Stick around to the end, and Andrew shares the one question that instantly exposes bad prospects and saves you hours of wasted time.

    59 min

  2. 11/07/2025

    41% Growth and No Slowdown: How Consistent Marketing Built a Powerhouse Landscaping Company

    In this episode of The Green Dream, I sit down with Adam Linemann from Linemann Lawn Care & Landscaping and The Green Executive to break down what a 41% increase in landscaping sales actually looks like and why the growth isn’t slowing down anytime soon. Adam and I delve into the operational and sales disciplines behind such a jump: consistent marketing throughout every season, refusing to play the “cheapest bid” game, and the systems he uses to return calls quickly, estimate accurately, and keep jobs profitable. We also talk through the real reason many contractors struggle with pricing, why bidding by the square foot is costing companies thousands, and how templates, processes, and time-based estimating remove guesswork and protect margins. We cover how to screen leads effectively, what an ideal client profile looks like in 2025, and the roles of consult fees, scheduling, and realistic timelines. Adam shares the exact workflow his team uses to get estimates out within 24 hours, how he prevents scope gaps, and why many contractors are losing money without realizing it. If you want a deeper understanding of knowing your numbers, tightening up your sales process, and building a reliable pipeline even during slow seasons, this episode delivers a straightforward look at what a well-run landscape company is doing to grow consistently year after year. Book a call with us! https://landscapeseo.com/ Show host Luke Truetken

    16 min

  3. 10/15/2025

    You Can't Out-Recruit a Bad Workplace

    Struggling to find good people? The problem might not be the labor market—it might be you. In this no-BS conversation, recruiting expert Mike Voories drops truth bombs that will make every landscape company owner squirm (in a good way). If you've ever blamed "the younger generation" or complained that "nobody wants to work anymore," this episode will completely shift your perspective. What You'll Learn: Why compensation ISN'T the #1 factor in attracting A-players (and what actually is)The "employer brand" checklist that separates thriving companies from struggling onesHow to build a recruiting pipeline BEFORE you're desperateThe hidden cost of hiring out of desperation vs. hiring strategicallyWhy wrapped trucks and clean equipment matter more than you thinkReal talk on cannabis policy, E-Verify, and the H-2B programThe emotional intelligence factor owners overlook The Bottom Line: You can have the best recruiting tactics in the world, but if your company isn't a great place to work, you'll never keep top talent. Mike breaks down exactly what "great place to work" means in 2025, and it's not what you think. Stop competing on hours and overtime. Start competing on culture and career growth. Connect with Mike Voories: LinkedIn: https://www.linkedin.com/in/michaelvoories/ Website: https://BusinessResourcesOne.com Free Job Board: https://GreenIndustryCareers.com Connect with Steven Cohen: Email: scohen@greenmarkgroup.com LinkedIn: GreenMark Consulting Group Host Luke Truetken Brought to you buy Landscape SEO Brought to you by Turfs Up Radio - The 24/7 Green Industry Station

    1h 1m

  4. 10/07/2025

    Life After the Sale: What Changes, What Hurts, What Works - (w/ Steven Cohen Part 2)

    After the Exit: The Hard Truths No One Tells You (with Steven Cohen) This is Part 3 of our “Selling Your Business” series. Luke sits back down with Steven Cohen (former owner of BCLS) to talk about the side of selling no one prepares you for—the identity shift, the culture shock, and how to take care of your people when the deal closes. We dig into private equity vs. private sales, “cash out” vs. rolling equity, and what it really feels like to go from owner to employee. Stephen shares practical ways to plan your next chapter, manage the emotional whiplash, and leave a legacy your team respects. In this episode Post-sale “postmortem”: what actually changes the day after you sellOwner → employee: control, decision rights, and how to keep your sanityRolling equity vs. taking cash: aligning operations with financial outcomesTaking care of key employees: offers, transitions, and dignified exitsFreedom without a paycheck: financial planning and purpose after the dealBuilding your next chapter: hobbies, new ventures, and reclaiming momentumDue diligence vs. aftermath: why the emotional work starts after closing Takeaways Decide upfront: “Get paid and get out” or “stay and play”—then commit.Separate operational disagreements from financial goals if you roll equity.Protect your people in negotiations; how you exit becomes your legacy.Plan your first 90–180 days post-sale (rest, projects, experiments).Replace the weekly paycheck with a purpose and a clear personal runway. Guest: Steven Cohen — industry veteran, former owner of BCLS Mentioned: Project EverGreen (volunteer opportunities that build community and relationships) Subscribe to The Green Dream on Turfs Up Radio and share this episode with an owner who’s considering an exit.

    52 min

  5. 09/22/2025

    Selling Your Business, Part 1: Start with the Exit (w/ Steven Cohen)

    In Part 1 of our “Selling Your Business” series, Luke sits down with Steven Cohen, an industry veteran and former owner of BCLS, to map out what owners should do long before a sale is on the horizon. We cover the only three ways a business ends (succession, sale, or shutdown), why exit planning belongs in your first decade, and how to build a company buyers actually want. In this episode The three possible endings of any business—and how to pick yours earlyWhat to put in a 5–10 year exit plan (and when to tell your team)Financials and documentation: what buyers and brokers will demandRevenue mix that maximizes valuation (recurring maintenance vs. project work)Private equity vs. strategic buyers vs. brokers: who fits which companyDue diligence realities: why “no deal is done until the wire clears”Culture and communication during a sale without spooking the market Who this is for Owners who say “I’m never selling” (and want optionality anyway)Leaders 3–10 years out from a potential exitOperators who want higher multiples and smoother diligence Guest: Steven Cohen (former owner, BCLS) If this episode helped you, please rate and review The Green Dream and share it with an owner who should start their exit plan now. Tune in next for Part 2—and don’t miss daily shows across Turfs Up Radio for more lawn and landscape insights.

    52 min

  6. 07/31/2025

    The Truth About Selling Your Business: What I Wish I Knew

    Why 80% of Business Sales Fail (And How to Be in the 20%) Thinking about selling your landscape business someday? This episode could save you from making costly mistakes that kill most deals before they even happen. Luke Truetken pulls back the curtain on his experience selling his landscape company and working as a business broker, revealing the harsh realities most business owners never see coming. The brutal truth you need to hear: 80% of businesses listed for sale never actually sellYour business isn't worth what you think it's worth (and why revenue doesn't matter)EBITDA multiples of 3-6x are the real valuation gameConstruction-based businesses sell for significantly less than recurring revenue modelsSloppy books and "living out of the bank account" will kill your deal What you'll discover: The 3-5 year preparation timeline for maximizing your sale priceKey man risk: Why being essential to your business hurts its valueAsset vs. stock sales (and why 99% are asset sales)How to interview and choose the right business brokerThe due diligence process (spoiler: it's like "open heart surgery")Non-compete agreements and what they really mean Real examples included: How route density helped Luke sell 553 weekly accounts in one cityWhy recurring revenue businesses (pest control, irrigation, fertilization) command premium multiplesThe transition period reality (and why it's often brutal for sellers) Whether you're planning to sell in 3 years or 30, this episode will change how you build your business today. Luke doesn't sugarcoat it—he tells you exactly what buyers care about and what they don't. Bottom line: Start building a sellable business now, or risk discovering your life's work isn't worth what you hoped when it's too late to fix it. Essential listening for any landscape business owner who wants to maximize their exit strategy.

    41 min

  7. 07/14/2025

    3 Strategies to Maintain Spring Momentum Through Summer

    3 Strategies to Maintain Spring Momentum Through Summer The spring rush is over. June hits, people go on vacation, the heat cranks up, and suddenly your phone stops ringing like it did in April and May. Sound familiar? Most landscape business owners just accept this summer slowdown as inevitable. They cut their marketing spend, stop following up on leads, and basically coast until fall arrives. But what if you could keep that spring momentum rolling all summer long? In this game-changing episode, Luke Truetken reveals the three specific strategies that smart landscape companies use to stay busy and profitable during July and August while their competition takes a summer nap. You'll discover: Why your Google Ads cost 30-50% less in summer (and how to capitalize on it)The "SEO season" approach that builds long-term market dominanceHow to convert thousands in "dead" spring quotes into summer revenueReal client results: 150% higher summer revenue using these exact strategiesThe biggest mistakes landscape companies make during summer months Featured strategies: Google Ads Optimization - Pivot your ad spend to summer-specific services while competition disappearsSEO Content Creation - Use summer downtime to build digital authority for year-round leadsSpring Quote Follow-Up - Systematic approach to convert outstanding proposals into summer sales Luke shares real examples, including a client who converted $78,000 worth of old quotes into summer revenue and another who saw 3x more organic leads the following spring. If you're tired of accepting summer as the "slow season" and want to use these months as your competitive advantage, this episode is essential listening. Ready to make summer your secret weapon for market domination? Hit play now. landscapeseo.com

    22 min

  8. 05/05/2025

    How to Make Money Out Of Thin AIR!

    In this value-packed episode of The Green Dream, host Luke Truetken reveals how landscape businesses can unlock substantial revenue hiding in their existing databases. Are you sitting on a goldmine of past inquiries that never converted? Luke shares the exact reactivation campaign strategies that generated over $18,000 in additional revenue for his landscaping business in just two weeks, without spending a dime on new advertising. You'll discover the psychology behind effective reactivation messaging, how to organize your past prospects for maximum impact, and multi-channel approaches that get results. Whether your past leads went cold last month or last year, Luke breaks down the step-by-step process for reconnecting and converting them into paying clients. Plus, get access to real campaign templates and timing strategies specifically designed for seasonal landscaping businesses. Stop leaving money on the table and learn how to leverage the most overlooked asset in your business: people who have already shown interest in your services. Ready to turn cold leads into green? Listen now, and implement these proven reactivation strategies before your competition does. To book an appointment with us, visit LandscapeSEO.com.

    24 min
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5
out of 5
13 Ratings

About

My name is Luke Truetken and welcome to the Green Dream Show. I have spent the past 10+ years learning all the do's and don'ts of the green industry and I am here to share my knowledge with you. We will talk about all the things you need to know to grow your lawn and landscape business. More specifically we will talk in-depth about internet marketing, branding, sales, hiring, and recruiting.

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