In 2001, with nothing but a pickup truck and a home loan, Rob Palmer took a chance that would change his life. The aspiring lawyer-turned-sales representative put everything on a vision that most people couldn’t see: that professional lawn care wasn’t just about cutting grass – it was about creating beautiful outdoor spaces for families and businesses.

“I was fortunate to learn from industry pioneers during that time, plus my entrepreneurial spirit and love for networking made me eager to create my own path,” Palmer recalls, reflecting on his early days in the industry. “Eventually, I took a leap of faith, using a loan on my house to secure a line of credit and launch the business. It was a huge risk, but one I believed in completely!”

Two decades later, that risk has paid off. What began as WeedPro in Ohio has transformed into Lawn Squad, a thriving franchise operation spanning six states with over 55 employees. In an industry employing approximately 675,000 people, Palmer has established himself as a forward-thinking entrepreneur who spotted opportunity where others saw only grass and weeds.

Early Beginnings

Palmer’s journey to lawn care success wasn’t a straight line. “When I was younger, I always pictured myself becoming a lawyer,” he says. His interest in law began back in high school when he participated in student council.

“I attended workshops that piqued my interest, and later in college, I took Latin classes, thinking they’d be useful if I pursued a law degree. However, after taking a job with Lesco, my career shifted in a different direction. I like to joke by saying I added another letter. Instead of law school, I went to ‘lawn school.'”

The Midwest, particularly Ohio, proved to be fertile ground for Palmer’s ambitions. Often called “the birthplace of professional lawn care,” the region’s seasonal climate creates year-round demand for lawn services. This environment allowed Palmer to learn from established experts in the field, building the knowledge and confidence that would later fuel his business leap.

“I’ve always been drawn to home improvement, and given the strength of the lawn care industry in the Midwest, it felt like a natural fit,” Palmer explains. His experience as a territory sales representative provided a unique view, allowing him to work closely with business owners and witness firsthand the growing demand for quality lawn services.

Research and Branding

Rather than relying on traditional market research methods, Palmer took a hands-on approach to testing his business concept. He became actively involved in national and state lawn care associations, attending seminars focused on sales, marketing, and peer networking.

“Those experiences not only validated my business concept but gave me a clear roadmap for launching and taught me how to sell my services,” Palmer shares.

The name “WeedPro” wasn’t chosen at random. Palmer explains, “While researching the lawn care industry back in 2000, I came across an article stating that 58% of lawn care customers cited poor weed control as their main reason for canceling service. That data stuck with me, and it inspired the name WeedPro.”

Even his first logo showed thoughtful connections. “Interestingly, one of my high school classmates ended up working on the creative team at FedEx. She helped me develop the original logo,” he recalls.

While the WeedPro name emphasized his focus on solving customers’ biggest pain point, Palmer’s vision extended far beyond weed control. From the beginning, he planned to offer comprehensive lawn care solutions, including fertilization, weed control, aeration, seeding, and pest control. This holistic approach would differentiate his business from competitors who might focus on just one or two services.

His market analysis wasn’t limited to industry events. Working directly with established lawn care businesses gave Palmer insider insight into challenges and opportunities. He observed what worked, what didn’t, and identified gaps in service offerings that his new venture could fill.

This hands-on research approach continues to guide Lawn Squad’s expansion strategy today. “When doing market research, we assess factors such as population demographics, the number of homes and commercial spaces with lawns, economic stability, and competitive landscape,” Palmer explains. This careful evaluation process has helped the company successfully expand from its Ohio roots into Georgia, Illinois, Massachusetts, New Jersey, and Tennessee.

First Steps

When Palmer launched WeedPro in 2001, he knew that gaining those first customers would be critical. His approach combined grassroots marketing with strategic partnerships that would quickly establish the business in the market.

“In the first month, I leaned on family, friends, and local landscapers to help me spread the word,” Palmer recalls. “Doing so helped us land around 75 customers in our first four weeks, which really helped us establish ourselves in the market.”

Palmer didn’t stop there. He implemented a multi-channel marketing strategy that included direct mail campaigns and, initially, telemarketing. “Direct mail was an incredibly helpful marketing tactic that drove our sales. Even as a small startup with just a pickup truck, it was done well and allowed us to compete against the larger, more established brands.”

What surprised Palmer most in that first year wasn’t the amount of work but the need for speed.

“The biggest surprise was how quickly I needed to respond to customer inquiries in order to close a sale. The urgency was something I hadn’t fully anticipated.”

Seasons also presented a challenge, but Palmer turned them into an advantage. “From day one, I approached the business with a year-round mindset. While production revenue was seasonal, I filled the rest of the year with sales, networking, and continuous learning. It was the work I did outside of the production season that propelled our growth.”

Palmer recognized that the work itself is a powerful marketing tool in the lawn care industry. “Quality lawn care is visible, and a well-maintained property serves as its own advertisement,” he explains. This focus on quality service over aggressive sales tactics has remained a cornerstone of Lawn Squad’s approach.

Lessons Learned

Like many entrepreneurs, Palmer faced significant fears when launching his business. The financial risk was substantial. Using a loan on his home meant that failure could cost him not just his business dream but potentially his residence as well.

“Fear is part of the journey, but I used it to fuel my determination,” Palmer says. Rather than letting fear stop him, he channeled it into preparation. “Long before opening my business, I researched and planned.”

Yet even with careful planning, mistakes were inevitable. One of Palmer’s most significant missteps came in his pricing strategy. “Looking back, I undervalued our services,” he admits. “I offered a basic program instead of leading with a deluxe package because I thought a lower price point would be an easier sell.”

While this approach helped acquire customers quickly, Palmer soon realized it was limiting the company’s growth potential. “While it helped us acquire customers, I realized we were leaving money on the table and holding back our potential,” he explains. “About a year in, I recognized the gap and upgraded most of our early clients.”

This experience taught Palmer a valuable lesson that he now shares with aspiring entrepreneurs: “If your service quality is high, don’t be afraid to price it accordingly. It reflects confidence in your offering.”

Growth and Transition

What began as a solo operation with a pickup truck has transformed into a thriving franchise business that continues to expand across the United States. Palmer’s willingness to adapt has been key to this growth.

When WeedPro was acquired in 2023 and rebranded to Lawn Squad, Palmer faced new challenges. “It took some time to rebuild brand equity, mostly with search engines like Google. However, we had a strong plan in place to introduce the new name to our existing customer base and make the transition as smooth as possible.”

As WeedPro evolved into Lawn Squad, Palmer has maintained his focus on improvement and adaptation. Technology has become an important part of the company’s business model, particularly as it has expanded into franchising.

“The lawn care industry is constantly evolving, so staying competitive means staying ahead in operational efficiency,” Palmer explains. “We’ve made technology a core part of our model, giving our franchise owners access to software, scheduling tools, and customer service platforms to help them grow.”

This focus on technology extends to service delivery as well. “We also equip them with high-performance ride-on machinery that can help improve service quality and speed up job completion,” Palmer notes. “While about 19% of properties still require walk-behind work due to gates or tricky terrain, ride-on tools can be very helpful, especially for commercial jobs.”

For those considering entrepreneurship, Palmer offers this advice:

“If I could go back and give myself advice, I’d place even more focus on seeing the business through the eyes of the customer. Asking, ‘Would I hire this company?’ is a powerful lens for shaping everything from branding to service.”

He also emphasizes the importance of hands-on experience across all aspects of the business. “Learn every role within your business and get as much hands-on experience as possible,” Palmer advises. “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,” Palmer reflects. Now, as part of a larger organization, he sees additional benefits: “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.”

Palmer’s transition from independent operator to franchise leader highlights an important lesson for entrepreneurs at all stages: success often means knowing when to go it alone and when to leverage the resources of a larger network.

Startup Wisdom

For those inspired by Palmer’s business path, his practical advice serves as a roadmap. He stresses the importance of year-round planning and using slow seasons for sales and learning, not just waiting for busy times. Palmer also highlights that pricing should reflect quality from day one. “If your service quality is high, don’t be afraid to price it accordingly,” he advises, noting how undervaluing his services initially limited his growth.

Perhaps most importantly, Palmer emphasizes seeing your business through your customers’ eyes. “Asking, ‘Would I hire this company?’ is a powerful lens for shaping everything from branding to service,” he explains. By combining thoughtful research, customer-focused service, and the courage to adapt when needed, Palmer shows that turning a business dream into reality is more within reach than many might think.

To learn more about Rob Palmer’s lawn care services, check out www.lawnsquad.com. For franchise opportunities, visit LawnSquadFranchise.com.