Dear Lawn or Landscape Business Owner,

Tony Bass here. After spending decades in the trenches of the lawn and landscape business—and coaching more than 400 independently owned companies through the Profit Builder Price Right system—I’ve learned that becoming a wealthy landscaper starts with a bold but simple truth:

You must operate your company at three to five times the industry-average profit.

Now before the fellas in the back start mumbling about the “market” or those gals up front start looking for excuses, let’s put this in plain English.

What About the Marketplace?

Ah yes… the old myth:
“The market sets the price.”

No sir.
That’s a lie landscapers have been swallowing since walk-behind mowers were new.

The market doesn’t know your payroll.
The market doesn’t know your labor burden.
The market doesn’t pay your insurance, fix your truck, replace your blades, or fund your kid’s college.

The market doesn’t give a rip about your survival.

Your cost structure determines your price.
Your confidence enforces your price.
Your customers happily pay your price when you deliver dependable value.

That’s why wealthy landscapers exist in every town in America:

They refuse to price like amateurs.
They price like professionals.

But the truth is the truth. According to landscape industry cost operating studies, the average lawn or landscape contractor earns 3.5% profit. And brother… that level of profit barely keeps the lights on.

3.5% Profit Is Puny, Painful, Poverty 

If your company runs at 3.5% net profit:

• One blown engine puts you underwater.

• One rainy spring turns your year into a financial disaster.
• One employee injury or at-fault accident could wipe you out.

At 3.5% profit, you don’t own a business—you own a stress machine.

But something beautiful—and liberating—happens when you set your sights on 10%, 15%, even 18% net profit. Accountants already know this. They operate one of the most highly profitable service businesses in the USA with net income of 17+ percent.

We want you to build healthy profits starting today. And here’s what will happen:

Your business becomes strong.
Your team becomes confident.
Your family becomes stable.
And for the first time, your decisions are driven by opportunity, not fear.

What Happens When You Triple Your Profits? 3.5% + 3.5% + 3.5% = 10.5%

1. You Hire Ahead Instead of Behind

High-profit companies don’t panic when the schedule fills up.
They hire early, train better, and keep their promises.

Meanwhile, the poor-profit contractor hires too late, trains too little, and prays the new guy doesn’t quit by Thursday.

Profits replace panic with confidence.

2. You Can Finally Offer Real Employee Benefits

Three-times profit allows you to do what most contractors only dream of:

• Good insurance

• Paid Time Off (PTO)
• Paid training
• Bonus programs
• New equipment
• Career paths
• Better wages AND a retirement account

When you run a strong, well-priced company, these benefits aren’t burdens—they’re tools.

Tools that attract and KEEP great people.

The overlooked heroes of the American economy—small-business owners—deserve (and enjoy) the team support that only strong profits can buy.

3. Customer Service Improves Because You Aren’t Broke and Exhausted

Let’s be honest:
Customers don’t want cheap.
They want reliable.

When you’re profitable:

• Your equipment stays maintained.

• Your crews stay trained.
• Your promises stay kept.
• Your jobs stay on schedule.

Profit isn’t greed.

Profit is a tool. 

Profit helps you to keep employees happy, your family and future healthy, and maintains your ability to serve your clients well.

But there’s something else…something more important…keep reading.

Profit Strengthens the Family Behind the Business

You’ve seen it. I’ve lived it. Every landscaper’s spouse asks the same unspoken question:

“Is this business going to take care of our family… or drain us dry?”

When profits are weak:

• Vacations disappear

• Weekends vanish
• Tension fills the kitchen
• The owner becomes a ghost in their own house

But when profits jump to 3–5X the industry average:

• College gets funded

• Debt gets paid
• Savings grow
• Confidence returns
• Peace moves back into the home

A wealthy landscaper doesn’t just build a stronger company.
A wealthy landscaper builds a stronger marriage and a stronger family legacy.

In fact, we’ve actually had clients come through our Profit Builder course that have told us verbatim, “Your training not only saved our company, but our marriage.”

And never forget this: Every business is a family business. If the business is strong, so is the family. If the business is weak, the family suffers. This is 100% true.

The Breakthrough Moment: Financial Self-Awareness

Most contractors don’t realize how far off track they are.
Not because they’re lazy—no sir—but because no one ever taught them the basics of accounting. And accurate accounting is the basis for Pricing Right. 

Learn a little about accounting, you’ll grow profits. Learn more (and more) about accounting and you’ll become THE WEALTHY LANDSCAPER…just like many of my clients.

That’s why my Profit Builder training events have become such game changers.

Once a contractor learns:

• the true cost of labor and labor burden

• overhead recovery
• equipment cost per hour
• pricing formulas
• the most accurate estimating process

…they suddenly SEE their business differently.

Accounting confidence and Pricing Right becomes the most powerful tool in the toolbox.

This is the moment contractors wake up and say:

“I thought the marketplace set my price.
But now I finally understand…
My COSTS set my price.”

Glory hallelujah! Amen! Now we’re making progress by knowing your numbers!

So Why 3–5X Profit? Because You Deserve Better Than Average

Average profit keeps you average.
And average is where dreams go to die.

But 3–5X profit?

• Funds growth

• Builds teams
• Attracts talent
• Strengthens families
• Protects futures
• Creates true wealth

After coaching 400+ landscape companies, I can tell you with complete confidence:

The wealthy landscaper is not the one with the biggest crew or the biggest mower…
but the one with the strongest understanding of their numbers.

If you want to become that landscaper, start with this simple commitment:

Stop settling for average.
Start pricing with confidence and intelligence.
And never apologize for running a profitable company that takes care of your family, your team, and your future.

That, my friend, is the beginning of real, substantial, lasting wealth.

Tony Bass, founder

PS – Your lawn or landscaping company has the power to provide you four kinds of money. When you learn how to unlock all four kinds of money inside your business, you will become the Wealthy Landscaper. I’d like to teach you the process I’ve shared with landscape companies generating a few hundred grand to a few million in revenue.

You are invited to join me and my team at the upcoming Profit Builder Pricing Training for Landscapers. Register here: www.superlawntoolkit.com/profit-builder .