Pricing your lawn, landscape, and tree care services isn’t just about putting a number on an invoice…

   …it’s about finding the sweet spot between profitability, competitiveness, and customer value.

  • Done right, pricing can help you grow steadily, stand out from competitors, and build lasting relationships with your clients.
  • Done poorly, it can leave you struggling to cover costs or chasing work that doesn’t pay off.

1. Start with the Basics: Know Your Costs

Before you can price effectively, you need to understand exactly how much it costs to deliver your services. This means calculating your Cost of Goods Sold (COGS) — everything from labor and materials to equipment maintenance, fuel, and disposal fees. For example, a tree trimming job isn’t just an hour of labor; it’s the chainsaw wear, safety gear, insurance, and time for clean-up and hauling.

Once you have your COGS, add in your overhead — the costs of running your business that aren’t tied to a specific job, such as marketing, administrative expenses, and office utilities. With these numbers, you’ll know the absolute minimum you need to charge just to break even.

2. Define Your Profit Goals

Profit isn’t what’s left over after the bills are paid — it should be part of your pricing plan from the start. Decide on your ideal profit margin, whether it’s 15%, 25%, or more, depending on your business stage and market. Then, build that margin into your service rates. For instance, if a lawn care job costs you $80 to complete and you want a 25% margin, you should be charging at least $100.

3. Factor in Market Conditions and Competition

Pricing in a vacuum won’t work. Research your local competitors — not just their rates, but also the quality and scope of their work. If you offer higher-quality service, eco-friendly materials, or faster turnaround, you may be able to charge a premium. On the flip side, if you’re breaking into a crowded market, you might need an introductory rate to attract customers — but plan to raise it over time.

It’s also important to understand the seasonality of your industry. Landscaping might peak in spring and summer, while tree removal may see more demand after storms. Adjusting prices slightly in high-demand seasons can help balance workload and maximize revenue.

4. Align with Customer Value

While costs and competition matter, your customers’ perception of value is what ultimately drives buying decisions. People aren’t just paying for mowed lawns or pruned trees — they’re paying for curb appeal, safety, and peace of mind. Highlighting the benefits in your marketing helps justify your rates. For example, emphasize how your expert tree care reduces the risk of property damage or how your landscaping boosts property value.

5. Test, Evaluate, and Adjust

Pricing is not set in stone. The first rate you set won’t necessarily be the right one forever. Track your job profitability, win/loss rate on quotes, and customer feedback. If you’re winning every job you bid on, you might be undercharging. If you’re losing more than you win, it’s worth reviewing whether your price or your sales pitch needs work.

Consider testing new pricing structures, such as package deals (weekly lawn care plus seasonal clean-up) or tiered service levels (basic, premium, and deluxe). These can give customers more choice while helping you upsell higher-value services.

6. Communicate with Confidence

Customers are more likely to accept your rates when you explain them clearly and confidently. Break down what’s included in your service, avoid apologizing for your prices, and focus on the results they’ll enjoy. Transparency — such as showing a detailed estimate — builds trust and positions you as a professional, not a low-cost alternative.

Bottom line: Setting the right price for your lawn, landscape, and tree care business is an ongoing process. Start with your costs, define your profit, research your market, and remember that customer perception is key.

Over time, refining your strategy will help you attract the right clients, protect your margins, and grow a healthy, sustainable business.

Be well, do good work, and keep in touch.

Fred